The eCommerce SEO Checklist We Run Before Onboarding a New Client

What Is an Ecommerce SEO Checklist?

An ecommerce SEO checklist is a structured list of the technical, on-page, and off-page checks that decide how well an online store can rank. It turns a vague "do some SEO" request into a clear audit with clear outputs.

Most checklists online are generic. They list meta tags and alt text and call it done.

An ecommerce SEO audit has to go further. Online stores have thousands of product pages, filters that create duplicate content, and category pages that carry most of the organic traffic.

Why Do We Run This Checklist Before Onboarding?

We run the checklist before onboarding because a plan built without it is a guess. I would rather spend dozens of hours on the audit than spend months on the wrong work.

The Checklist Becomes the Custom Strategy

This audit is the audit and strategy phase itself. I run the entire gauntlet of SEO audit work, then turn the findings into a totally customized plan for that brand.

At Purebred, this is Phase 1, Strategy Development.

Phase 2 is the Sprint, and Phase 3 is the Marathon. What happens after kickoff is covered in our article on an ecommerce SEO expert's first 30 days.

Step 1: Set Up Access and Baseline Data

The first step is getting access to the data that shows how the site performs today. Without a baseline, there is no way to measure SEO efforts later.

Google Search Console

Google Search Console is the most important free tool on this ecommerce SEO checklist. It shows which queries drive clicks, which pages are indexed, and which errors search engines found.

If the client doesn't have a Google Search Console account, we set one up and verify the domain. I also export 16 months of search results data to see trends before anything changes.

Google Analytics

Google Analytics shows what organic traffic does after it lands. I check that the Google Analytics account tracks ecommerce revenue correctly, because rankings without revenue data tell half the story.

Broken tracking in a Google Analytics account is more common than most site owners think. Fixing it early means the results we report later are trustworthy.

Bing Webmaster Tools

Bing Webmaster Tools gets added too. Bing's share is smaller, but its data also feeds other search experiences, and setup takes minutes.

Ecommerce Platform and Apps

I also review the platform, theme, and installed apps. Shopify, BigCommerce, and WooCommerce each create their own technical patterns, and apps often add code that slows the site down.

Knowing the platform early tells me which fixes are simple settings and which need a developer. That shapes the timeline for every technical item on the list.

Step 2: Crawl the Site

A full crawl shows the site the way search engine crawlers see it. I crawl every URL the site exposes, not just the pages in the menu.

On ecommerce sites, the crawl often turns up far more URLs than the client expected. Filters, sort parameters, and tag pages can multiply web pages quickly.

Broken Links and Redirects

The crawl flags broken links, redirect chains, and pages returning errors. Broken links waste crawl budget and leak link equity from important pages.

Discontinued products are a common source. When a product disappears without a redirect, every link pointing to it breaks.

Duplicate Content and Canonical Tags

Duplicate content is one of the most common problems on ecommerce sites. Product variants, filtered collections, and copied product descriptions all create near-identical web pages.

I check that canonical tags point to the right version on every template. A wrong canonical can quietly remove an important page from Google search results.

Step 3: Check Indexation

Indexation tells you which pages Google actually stores and can rank. I compare the pages that should be indexed with the pages that are.

The gap is often big. Sometimes key category pages are missing, while thousands of thin filter pages are indexed in their place.

XML Sitemap and Robots Rules

The XML sitemap should list only the pages you want ranked. I check that it is submitted in Search Console, free of errors, and free of redirected or blocked URLs.

Robots rules get the same review, because search engine crawlers follow them exactly. One bad rule can block search engine bots from a whole section of the online store.

Step 4: Run the Technical SEO Checklist

The technical SEO checklist covers speed, mobile, structured data, and site structure. These checks decide whether the rest of the strategy can work.

Site Speed and Core Web Vitals

Site speed affects both search engine rankings and sales. I test key templates with Google PageSpeed Insights and review Core Web Vitals field data in Search Console.

These are the Core Web Vitals thresholds I check every key template against:

Source: Google, web.dev Core Web Vitals thresholds (75th percentile of page loads).

When you search Google for page speed benchmarks, the same study comes up again and again.

Google's research found that as mobile page load time goes from one second to five seconds, the probability of a bounce rises 90%. Page speed is a revenue issue, not just a technical one.

On ecommerce sites, the usual causes are heavy images, third-party apps, and tracking scripts. Each one goes on the technical site optimization list.

Mobile Devices

Most ecommerce traffic now comes from mobile devices, and Google indexes the mobile version of your site. I review key templates on real phones, not just a desktop simulator.

Common issues include hidden content, tap targets that are too small, and pop-ups that cover the product.

Structured Data and Schema Markup

Structured data helps search engines understand products, prices, reviews, and availability. I check product schema markup on product pages and breadcrumb markup on category pages.

Correct schema can earn rich results in search engine results pages and stand out in search engine results. Broken schema can do the opposite.

Site Structure and Internal Linking

Site structure decides how authority flows through the store. I map the path from the homepage to category pages to product pages and look for important pages buried too deep.

Internal linking is often the fastest win here.

A few well-placed links can lift product and category pages that are close to ranking. Our Technical SEO Services cover this whole layer.

Step 5: Keyword Research and the Keyword Profile

Keyword research tells you what your target audience searches for and which keywords you already rank for. I look at both the opportunity and the current keyword profile.

The keyword profile shows where the site already has traction. That is often more useful than a list of new keywords with high search volume.

Search Intent and Long Tail Keywords

Every target keyword needs to match search intent. Category terms belong on category pages, product terms on product pages, and informational search intent on the blog.

Long tail keywords matter more in ecommerce than most brands expect, especially for a target audience comparing options.

They are easier to win and often convert better. Tools like Semrush and Google Keyword Planner help fill in keyword suggestions and search volume.

Keyword Mapping

Keyword mapping assigns one primary keyword to each important page, plus a few supporting terms. It prevents two pages from competing for the same query.

On large catalogs, I map keywords to page types first, then to individual pages. This keeps product and category pages focused and gives every new page a clear target keyword before anyone writes a word.

Step 6: Analyze the Top 10 Search Results

For each priority keyword, I study the top 10 Google search results. They show what Google rewards for that query today.

If the top results are all category pages, a blog post will struggle to rank.

If they are buying guides, a product page will struggle. This step keeps the plan aligned with what search engines want.

Step 7: Find the Momentum Pages

Momentum pages are the pages already ranking just off page one. They are usually the best place to start.

I pull them from the Google Search Console account: pages with impressions in positions 5 to 20 and relevant keywords with real search volume. Small improvements on these pages often produce the fastest gains in organic traffic.

This is why the checklist shapes priority. A store's existing momentum decides which pages get attention first.

Step 8: Build a Content Inventory

A content inventory lists every indexable page and how it performs. It shows what to keep, what to improve, what to merge, and what to remove.

On many sites, a handful of pages bring in most of the traffic while hundreds bring in none. The inventory makes that visible.

That pattern holds across the web. An Ahrefs study of about 14 billion pages found that 96.55% get zero traffic from Google. Publishing more pages is not the same as earning more organic traffic.

It also tells us whether to create content or improve existing pages.

If strong content is already compounding, we can focus effort elsewhere. Our SEO Content Writing Services step in where the inventory shows gaps.

Step 9: Run the On Page SEO Checklist

The on page SEO checklist reviews the elements on each template and priority page. It covers titles, descriptions, headings, copy, and images.

Title Tags and Meta Descriptions

I check every page title and meta title for the primary keyword, length, and duplicates. Missing or duplicated title tags and meta descriptions are common on large catalogs.

The meta title should lead with the target keyword.

Meta descriptions should earn the click. Neither should involve keyword stuffing, which hurts more than it helps.

Product and Category Pages

Product and category pages get the deepest page SEO review. I look for unique product descriptions, useful category copy, clear headings, and internal links.

Category pages are often the biggest opportunity.

Many ship with nothing but a product grid. Our On-Page SEO Services handle this at scale.

I also review site search data where it is available. What shoppers type into site search often reveals keywords the store is not targeting yet.

If you want this checklist run on your store, talk to our team about an audit.

Step 10: Review the Backlink Profile

The backlink profile shows how much authority the site has and where it comes from. This is the core of our off page SEO checklist.

I look at referring domains, link quality, anchor text, and which pages earn links. I also check for toxic patterns, like old paid links or low-quality guest posts.

The goal is to find the gap between the site's authority and what it needs to compete.

That gap shapes the link building plan. Our SEO Link Building Services are built around closing it.

Step 11: Run a Competitor Analysis

Competitor analysis shows who is winning the keywords the brand wants, and why. I compare keyword overlap, content depth, site structure, and backlinks.

This step often reveals the fastest path to growth, and it keeps the plan grounded in what is already working in the category.

The point is not to copy competitors. It is to find the gaps they leave open and the places the brand can realistically win. A competitor might win with category pages the client doesn't have, or with links from publications the client could also earn.

How Is This Different From an Ultimate SEO Checklist Online?

Most "ultimate SEO checklist" posts are written for any website. They are a good free tool for site owners, but they rarely cover the problems that hold back ecommerce sites.

A generic SEO checklist will tell you to add meta tags and fix broken links. It won't tell you how to handle 5,000 filter URLs, variant duplicates, or category pages with no copy.

The other difference is what happens next.

A checklist on its own is just a list. Search engine optimization works when the findings become a ranked SEO strategy with owners and deadlines.

That is the part we focus on. The checklist exists to build the plan, not to produce a report that sits in a folder.

Do Ecommerce Brands Need Local SEO Checks?

Most DTC brands sell nationally, so local SEO is usually a small part of the checklist. It matters when the brand also has retail stores or showrooms.

In that case, I add Google Business Profile, location pages, and local citations to the audit. Those website pages need the same technical and on-page care as the rest of the store.

Why Does Technical Work Usually Come First?

When the audit finds heavy technical work, it takes priority. That is the single finding that changes client plans most often.

Clients often want to start with content right away, or jump straight to optimizing their money pages.

I understand why. Those feel like progress.

But new content and better product pages can't perform on a site search engines can't crawl, index, or load quickly. Fixing the technical foundation first means every later investment works harder.

This is also the step most agencies skip, and it is the one I never skip. A sound SEO strategy for an online store starts with a sound foundation, even when it means content waits a few weeks.

This is also where expectations get set. When clients see the technical findings laid out, they usually agree the fixes belong at the front of the line. They start writing because it is visible, and the technical debt keeps holding rankings back.

What Tools Do We Use to Run the Checklist?

We use a mix of free SEO tools and paid platforms. The free tools show how Google sees the site, and the paid tools fill in keyword, backlink, and competitor data.

Google Search Console, Google Analytics, Bing Webmaster Tools, and Google PageSpeed Insights cover the core data. They are free, and every ecommerce website should have them set up anyway.

Semrush covers keyword research, keyword suggestions, the backlink profile, and competitor analysis. A dedicated crawler handles the site crawl, broken links, duplicate content, and canonical tags.

No tool replaces judgment, though. Tools surface the issues; the audit decides which ones matter for search engine rankings and revenue.

What Does the Client Get at the End of the Audit?

The client gets a prioritized plan, not a raw report. Every finding is ranked, explained, and tied to a business outcome.

The plan shows what to fix first, what to optimize next, and what content to create later. It also sets the baseline we use to measure SEO efforts from month one.

For most brands, the biggest surprise is how much is already working. Momentum pages and strong existing content often carry more potential than the brand realized.

How Does the Checklist Turn Into a Plan?

The checklist turns into a plan by ranking every finding by impact and effort. The highest-impact fixes go first, based on the site's existing momentum.

The result is a plan that fits the brand's goals and budget, not a one-size package. It is how our eCommerce SEO Services start every engagement.

Ready to see what the checklist finds on your store? Contact Purebred Marketing to start with the audit.

Frequently Asked Questions

What should an ecommerce SEO checklist include?

An ecommerce SEO checklist should include data access, a full crawl, indexation checks, technical SEO, keyword research, a SERP review, momentum pages, a content inventory, on-page checks, the backlink profile, and a competitor analysis.

How long does an ecommerce SEO audit take?

A thorough ecommerce SEO audit takes dozens of hours, depending on the size of the catalog and the number of technical issues. Large online stores with thousands of pages take longer.

What free SEO tools help with an ecommerce SEO checklist?

Google Search Console, Google Analytics, Bing Webmaster Tools, Google PageSpeed Insights, and Google Keyword Planner are the most useful free SEO tools. Paid tools like Semrush add keyword, backlink, and competitor data.

Should I fix technical SEO or create content first?

Fix major technical SEO issues first. Content and on-page work perform better once search engines can crawl, index, and load the site properly.

Want an ecommerce SEO checklist run on your store? Reach out to our team to get started.