Whether you're unveiling a new ecommerce website or have been trying your hand at ecommerce SEO for some time, a thorough audit can reveal help get you on the right track to success. 

Here at ClickCentric SEO, we conduct ecommerce SEO audits on the reg. Whether for new prospects or existing clients, providing SEO audits is an integral aspect to the service programs that we offer.

In this article, I will share three essential resources that we use to conduct ecommerce SEO audits. These resources are available to anyone and should be well-respect assets in your SEO arsenal.

1. Google Webmaster Tools

Google Webmaster Ttools is one of the best resources for a number of SEO-related insights. Below are a few key places to look when conducting a SEO audit for your ecommerce site. 

Optimization -> HTML Improvements

Ecommerce sites are often common culprits of duplicate content. Under the HTML Improvements section, check for duplicate and/or missing Page Title and Meta description tags.

Health -> Crawl Errors

Page errors can hinder the crawling and indexing process of your ecommerce site. Take a look at the Crawl Errors section to pinpoint any ailments that might be diminishing the SEO-value and crawl-ability of your pages.

Traffic -> Search Queries

Take a look at the types of queries (keyword phrases) that are generating organic search traffic to your website. Keep in mind that this data is a bit loose and not the most accurate (queries account for phrase matches - which are difficult to define.) Nonetheless, you'll be able to understand which keywords your site is most relevant about.

Traffic -> Links to Your Site

Get an idea of who is linking to your ecommerce site. Backlinks are huge factor for SEO, so the more quality links you can earn, the better SEO potential your ecommerce site will have.

Optimization -> Sitemaps

Under the Sitemaps section, check to see if any XML sitemaps have been submitted. If not, this is a good opportunity to take advantage of. An XML sitemap submission tells Google of the pages on your ecommerce site that are ready to be crawled and indexed. The submission, which is simply a notification to Google, accelerates the process.

2. W3C Markup Validation Service

Ecommerce sites are often very deep domains with hundreds and thousands of pages. This makes it difficult to ensure that no code errors and warnings are present on the website. 

The Crawl Errors section of Google Webmaster Tools is sometimes not enough. This when the help of W3C Markup Validation Service can help you pinpoint HTML code errors and warnings present on your ecommerce site.

After you submit your domain at validator.w3.org, the service will tell exactly which lines of code are problematic to your site's health. You can then work with your webmaster see that these errors and warnings get fixed.

3. Pingdom for Site Speed Testing

Parallel to minimizing HTML code errors is ensuring the load speed of your ecommerce website is fast and fluid. A slow loading website can hinder both SEO and user engagement.

Test the speed of your ecommerce site using a free tool like tools.Pingdom.com. If your site takes longer than one second to load, then it probably can be optimized.

There can be a number of reasons for a slow loading website. Often times it's the HTML coding structure of the site that correlates to load speed. So if your using an ancient CMS software platform to run your ecommerce site, then chances are it's inhibiting SEO performance and usability.

Diagnosing a slow ecommerce site is best when done with tech-savvy individual who can troubleshoot why things are slow going. The remedy can range from a simple website optimization tune-up or complete overhaul onto a new CMS platform.

Bonus: Tools for Backlink Portfolio Audits

Assessing a site's backlink portfolio takes ecommerce SEO auditing one step further. The tools needed to conduct a backlink scan of a website (as well as provide data about the sources' anchor text, Google PageRank, etc.) typically require payment to use.

A backlink portfolio audit is essential if your ecommerce site has been penalized by Google Penguin (which targets over-optimized backlinks with too much exact keyword match anchor text.) Two tools that I personally favor are:

• Open Site Explorer - Created by SEOmoz, Open Site Explorer is web-based tool that offers a wealth of data regarding a website's backlink portfolio. Test it out for free by visiting OpenSiteExplorer.org.
• SEO Spyglass - SEO Spyglass is an advanced software platform that's apart of the SEO Powersuite by Link Assistant. For search marketers, this tool is ideal for client management and auditing.

About the Author:
Tyler Tafelsky is the lead SEO analyst at Click Centric SEO. Tyler is well-versed in multiple facets of digital marketing and branding, including organic SEO, PPC advertising, social media and content marketing. Keep in touch with Tyler by following him on Twitter.

An ecommerce site enables you to efficiently sell products to your target market. However you must effectively target and attract your target customers to keep your online store afloat. Although this can be done through many different Internet marketing strategies, search engine optimization (SEO) is one of the most targeted and highly effective methods to market your ecommerce site.

One of the most powerful ecommerce SEO practices that you should be doing is link building. Having a high volume of quality external backlinks coming from various sources around the web (such as articles, web directories, press releases, blog comments, blog posts and other relevant websites) makes your site more popular and thus better ranking in the search results. Hence the industry buzzword "link popularity," with respect to SEO link building.

Link building for ecommerce SEO must be done as naturally as possible. That is, after Google unveiled the 'Penguin' update to its search engine algorithm, no longer are paid link programs or expansive blog networks as effective as they used to be. This is because these link building services are designed to create tons of optimized links (or links with exact keyword phrase anchor text), which is very un-natural and will raise a red flag on your site.

Rather, you should be focusing on link building strategies that generate natural link popularity. Sure, there are still ways you can manually build optimized links for SEO, however you will want to do this moderation.

Below we offer 7 tips that will help you create a sustainable link building strategy for ecommerce SEO:

1. Have creative category pages: It is important to realize the SEO value of creative, well-optimized category pages. This is because product category pages are often times filled with rich content and relevant internal links (usually pointed to specific products.) Building links to these pages is very powerful SEO. Even more so, focus on making your category pages extremely valuable for consumers. Provide information, offers, deals and specials as clearly as possible. This will compel other users on the web to link to your category pages in an effort to spread the goodness your ecommerce site has to offer.
    
2. Start an External Blog: Creating an external blog (a blog that is on a separate domain from your ecommerce site) will give you optimum flexibility in publishing content and building links. We suggest starting a blog that is highly focused on a certain aspect of your ecommerce store. So if you sell outdoor apparel and equipment, perhaps create a blog all about outdoor gear. Here you can write blog posts that highlight certain products you have to offer. Within the content of your blog posts you can build links back to your ecommerce site.
   
    
3. Offer contests and special promotions: Contests and promotions are a great way to attract the interests of your target audience. Most effectively paired with social media marketing strategies, contests, sweepstakes, polls, and promos generate buzz and popularity about your ecommerce store. As a result, people will be apt to link to your site to share the fun with all of their friends.
    
4. Take photos and create image galleries: Beautiful pictures are visually stimulating and they make even a passive customer active. Use photos that are large and that have high resolution. It is recommended that photos are professionally taken for the best results. Create mini-galleries on product pages to really capture the allure of customers. Additionally, image galleries are great form of link bait. When you have a robust product page filled with quality images, the potential to attain links back to your site is greatly enhanced.
    
5. Write and publish articles and press releases: When you have something newsworthy going on, such as a new brand of products being offered on your ecommerce site, publish a press release about it. Take advantage of the power of content, for both marketing and link building. It is important that anything you publish is of great quality, value, and relevancy. On many publishing platforms, you are allowed to add links in the content. This is your opportunity to build an optimized link back to your ecommerce site. Just be sure to do this ethically, and use only relevant anchor text that reflects the topic of the article or press release.
    
6. Create product video highlights: Video is becoming huge for search engine optimization, especially for ecommerce SEO. Creating videos that highlight the features of products is a great way to both earn and build links. You can earn links by offering informative videos that people will want to link to. You can also build a link to your ecommerce site or product page in the video's description on YouTube. Develop a YouTube channel for your ecommerce site and start creating videos of some of your highest margin products.
   
    
7. Offer resources, tools, info and/or freebies: Whether you create product pages with tools and information on sizing and specification, or offer free incentives and add-ons for purchases, the name of the game here incentivize. When you create incentivizing offers, your customers are likely to share the goods by linking to your site. Make your incentives unique and be creative with how you pitch them to your customers. Again, social media is an effective tool to use for strategies like these.

There are tons more link building strategies for ecommerce SEO. One platform we have to mention is Pinterest. Here you can pin your product images to you 'pin board' where other viewers can see them. Not only does this build a link back to your product page, but gives your product additional exposure on the web.

Link building for ecommerce SEO demands creativity and responsibility. Be responsible and ethical in how you link, as well as creative in capturing the attention and interests of your target market.

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

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