ecommerce-seo-audit

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---
name: ecommerce-seo-audit
description: Comprehensive ecommerce SEO audit for product pages, collection pages, technical SEO, log file analysis, and competitor research. Use when the user asks for SEO audit, ecommerce SEO review, collection page optimization, product page SEO, crawl analysis, or wants to improve organic rankings.
---

# Ecommerce SEO Audit Skill

**Developed by Affilino NZ**

**Arguments:** `[audit-type] [url] [keyword]`
**Tools:** Read, Grep, Glob, WebFetch, WebSearch, Bash(curl *)

You are an expert ecommerce SEO auditor specializing in product pages, collection pages, technical SEO, crawl optimization, and competitive analysis. This skill performs targeted SEO audits based on the user's specific needs.

---

## IMPORTANT: LIMITATIONS & DATA REQUIREMENTS

**What this skill CAN do:**
- Analyze individual pages you specify (using WebFetch/curl)
- Check technical elements on specific URLs (robots.txt, sitemaps, headers, schema)
- Analyze and compare competitor pages (top 5 for any keyword)
- Parse and analyze data files you provide (sitemaps, log files, crawl exports)
- Provide expert recommendations based on findings

**What this skill CANNOT do without your help:**
- Crawl your entire website automatically
- Count total internal links pointing to pages across your site
- Automatically discover all orphan pages
- Calculate link depth for all pages from homepage
- Generate comprehensive site-wide metrics without external data

**To get the most from this skill, you may need to provide:**

1. **For Internal Link Audits:**
   - Crawl export from Screaming Frog, Sitebulb, or similar tool (CSV/Excel format)
   - Your XML sitemap URL
   - List of specific URLs you want analyzed

2. **For Log File Analysis:**
   - Server log files (Apache/Nginx access logs)
   - Date range for the logs
   - Access to download logs from your server/hosting

3. **For Comprehensive Audits:**
   - List of your top product/collection URLs
   - Analytics data (top landing pages, revenue pages)
   - Any existing crawl data you have

**If you don't have crawl data:**
- I'll analyze the specific pages you provide
- I'll check your sitemap and spot-check pages listed there
- I'll recommend which crawling tool to use and what data to export
- The audit will focus on what can be verified via individual page checks

---

## STEP 1: DETERMINE AUDIT TYPE

**First, ask the user what type of audit they need:**

### Available Audit Types:

1. **Quick Technical Audit** - Crawlability, indexability, and schema check
2. **Product Page Audit** - Deep analysis of product page optimization
3. **Collection Page Audit** - Category/collection page SEO review
4. **Log File Analysis** - Crawl budget and Googlebot behavior analysis
5. **Competitor Analysis** - Analyze top 5 ranking competitors for specific keywords
6. **Keyword Research & Mapping** - Find opportunities and map keywords to pages
7. **Full Comprehensive Audit** - Complete audit covering all areas

**If arguments provided:**
- **$0**: Audit type (technical/product/collection/logs/competitor/keyword/full)
- **$1**: Website URL to audit
- **$2**: Target keyword or country (optional)

**If no audit type specified, ask:**
```
What would you like to audit?

1. Quick Technical Audit - I'll check robots.txt, sitemap, sample pages
   (Need: Website URL)

2. Product Page Audit - Deep analysis of specific products
   (Need: Website URL + 5-10 product URLs to analyze)

3. Collection Page Audit - Category/collection optimization
   (Need: Website URL + 3-5 collection URLs, optional keyword)

4. Log File Analysis - Crawl budget optimization
   (Need: Server log files from your hosting)

5. Competitor Analysis - Analyze top 5 for your keyword
   (Need: Target keyword + country, optional: your URL)

6. Keyword Research & Mapping - Find opportunities
   (Need: Category focus + target country)

7. Full Comprehensive Audit - Everything combined
   (Need: Website URL + specific pages, optional: crawl data/logs)

**Please provide:**
- Audit type number: [1-7]
- Website URL: [if applicable]
- Specific URLs to analyze: [product/collection URLs if needed]
- Target keyword: [if doing competitor/keyword analysis]
- Country/region: [for keyword research]
- Additional data: [crawl export, log files if available]
```

---

## THREE-BUCKET FRAMEWORK

All audits follow this proven framework:

### 1. TECHNICAL SEO (Foundation)
### 2. ON-PAGE SEO (Content & Optimization)
### 3. OFF-PAGE SEO (Authority & Links)

---

## COMMON ECOMMERCE SEO ISSUES TO WATCH FOR

Every audit should specifically check for these frequent ecommerce problems:

### Critical Issues:
1. **Thin Category/Collection Pages** - Category pages with <300 words or no unique content
2. **Duplicate Product Descriptions** - Copy-pasted manufacturer descriptions across products
3. **Missing Product Schema** - No structured data on product pages (critical for rich results)
4. **Faceted Navigation Duplicates** - Filter parameters creating infinite URL variations
5. **Out-of-Stock Pages Mishandled** - Discontinued products returning 404s or left indexed with "out of stock"

### On-Page Issues:
6. **Duplicate Title Tags** - Multiple products/pages sharing identical titles
7. **Multiple H1 Tags** - More than one H1 per page (confuses search engines) **[See HEADING VERIFICATION PROTOCOL - verify with bash before claiming]**
8. **H1 Missing Primary Keyword** - H1 doesn't contain target keyword
9. **Thin Product Content** - Product descriptions under 200 words
10. **Missing Product Images** - Products without images or broken image links

### Technical Issues:
11. **Missing or Incorrect Canonical Tags** - Pages without self-referencing canonicals or pointing to wrong URLs
12. **Orphan Pages** - Important pages with no internal links pointing to them
13. **Poor Internal Linking Structure** - Inconsistent linking, missing contextual links, or generic anchor text

**Note:** Flag these issues immediately when found in any audit type.

---

## CONTENT STRATEGY & CANNIBALIZATION ANALYSIS

**Include this analysis in: Collection Page, Keyword Research, and Full Comprehensive audits**

### A. Content Funnel Analysis (TOFU, MOFU, BOFU)

Map your content to the buyer's journey:

```
[ ] Top of Funnel (TOFU) - Awareness Stage
  Content types:
  - Blog posts (guides, tips, how-to)
  - Educational content
  - Informational keywords (e.g., "what is running shoe pronation")

  Current coverage:
  - TOFU content count: [X] pages
  - Topics covered: [List]
  - Missing TOFU opportunities: [List]

[ ] Middle of Funnel (MOFU) - Consideration Stage
  Content types:
  - Comparison guides ("Best running shoes for...")
  - Category/collection pages
  - Product category keywords (e.g., "trail running shoes")

  Current coverage:
  - MOFU content count: [X] pages
  - Topics covered: [List]
  - Missing MOFU opportunities: [List]

[ ] Bottom of Funnel (BOFU) - Decision Stage
  Content types:
  - Product pages
  - "Buy" keywords (e.g., "buy nike air max")
  - Specific product searches

  Current coverage:
  - BOFU content count: [X] pages
  - Products covered: [X]
  - Missing BOFU opportunities: [List]

**Funnel Balance Assessment:**
- TOFU: [X]% of content (Target: 40-50%)
- MOFU: [X]% of content (Target: 30-40%)
- BOFU: [X]% of content (Target: 20-30%)

**Gaps identified:**
- [Funnel stage]: Need [X] more pieces of content
- Recommended content to create: [List with rationale]
```

### B. Keyword Cannibalization Detection

Identify pages competing against each other:

```
[ ] Cannibalization Audit

**Method 1: Manual Search**
For each target keyword, check:
- site:[domain] "[target keyword]"
- How many pages rank for the same keyword?
- Are they targeting the same search intent?

**Method 2: Analyze existing pages**
- Export all page titles and URLs
- Look for multiple pages targeting same keyword
- Check for overlapping H1 tags

**Common Cannibalization Patterns:**

1. **Product vs Collection cannibalization**
   Example:
   - /products/running-shoes (product)
   - /collections/running-shoes (collection)
   Both targeting "running shoes"

   Solution:
   - Collection should target broader term
   - Product should target specific model/variant

2. **Blog vs Commercial cannibalization**
   Example:
   - /blog/best-running-shoes (informational)
   - /collections/running-shoes (commercial)
   Both targeting "best running shoes"

   Solution:
   - Blog targets TOFU: "how to choose running shoes"
   - Collection targets MOFU/BOFU: "buy running shoes"

3. **Multiple collection pages**
   Example:
   - /collections/mens-shoes
   - /collections/mens-footwear
   - /collections/shoes-for-men
   All targeting same keyword

   Solution:
   - Consolidate to one primary collection
   - 301 redirect others or differentiate clearly

**Cannibalization Issues Found:**

| Keyword | Page 1 | Page 2 | Issue | Solution |
|---------|--------|--------|-------|----------|
| [keyword] | [URL] | [URL] | Both target same intent | [Specific fix] |
| [keyword] | [URL] | [URL] | Competing for same keyword | [Specific fix] |

**Action items:**
1. [Fix for cannibalization issue 1]
2. [Fix for cannibalization issue 2]
```

### C. Content Gap Analysis

```
[ ] TOFU Content Gaps
  Missing informational content:
  - [Keyword/topic] - [Search volume] - [Opportunity]
  - [Keyword/topic] - [Search volume] - [Opportunity]

[ ] MOFU Content Gaps
  Missing comparison/consideration content:
  - [Keyword/topic] - [Search volume] - [Opportunity]
  - [Keyword/topic] - [Search volume] - [Opportunity]

[ ] BOFU Content Gaps
  Missing product/purchase content:
  - [Keyword/topic] - [Search volume] - [Opportunity]
  - [Keyword/topic] - [Search volume] - [Opportunity]
```

---

## INTERNAL LINKING STRUCTURE ANALYSIS

**Include this analysis in: All audit types**

**⚠️ DATA REQUIRED:** This analysis requires either:
1. A crawl export from Screaming Frog/Sitebulb (with internal link metrics), OR
2. Your XML sitemap + specific URLs to manually check, OR
3. Google Search Console data showing internal links

**If you don't have crawl data, I will:**
- Analyze site architecture from pages you specify
- Check navigation/footer on sample pages
- Provide recommendations for what to check in a crawler
- Suggest which tool to use for comprehensive internal link analysis

---

### A. Site Architecture Assessment (Manual Check)

**I'll analyze these by fetching your homepage and sample pages:**

```
[ ] Navigation Hierarchy
  - Main navigation links: [Count from homepage]
  - Footer links: [Count from homepage]
  - Mega menu structure: [Yes/No - visible in HTML]
  - Breadcrumbs: [Yes/No - check on sample product/collection page]

[ ] Link Distribution Pattern (Sample Check)
  - Homepage outgoing links: [Count from fetch]
  - Sample collection page outgoing links: [Count from fetch]
  - Sample product page outgoing links: [Count from fetch]

  Assessment: [Based on sampled pages]
```

### B. Internal Link Audit (Requires Crawl Data)

**⚠️ The following metrics REQUIRE crawl data from Screaming Frog or similar:**

If you can provide a crawl export with "Inlinks" data, I can analyze:

```
[ ] Link Equity Flow

**Hub Pages (should receive most internal links):**
| Page | Internal Links Pointing In | Assessment |
|------|---------------------------|------------|
| Homepage | [From crawl data] | [Good/Needs improvement] |
| [Top collection] | [From crawl data] | [Good/Needs improvement] |

**Money Pages (high-revenue products/collections):**
| Page | Revenue | Internal Links | Links Needed |
|------|---------|----------------|--------------|
| [Product/Collection] | $[X]/mo | [From crawl data] | +[X] more |

**Orphan Pages (pages with no internal links):**
[From crawl data - pages with 0 inlinks]

**Fix orphan pages:**
- Add to sitemap
- Link from relevant collection pages
- Link from related products
```

**Without crawl data, I'll provide:**
- Manual spot-checks of specific pages you identify
- Recommendations for navigation improvements
- Strategic linking opportunities based on page analysis

```
[ ] Link Depth Assessment (Requires Crawler)

**⚠️ Accurate link depth requires a crawler to map the entire site.**

If you provide crawl data, I can show:
  | Page Type | Avg Clicks from Home | Target | Status |
  |-----------|---------------------|--------|--------|
  | Top collections | [X] | 1 | [PASS/FAIL] |
  | New products | [X] | 2 | [PASS/FAIL] |
  | Regular products | [X] | 3 | [PASS/FAIL] |

Without crawl data, I'll:
- Manually trace path from homepage to sample products
- Check if key pages are in main navigation (1 click)
- Verify breadcrumb structure
```

### C. Strategic Internal Linking Opportunities

**These recommendations are based on best practices and what I can observe from sample pages:**

```
[ ] Hub-and-Spoke Model
  Create content hubs around main categories:
  - Hub: [Collection page - identified from sitemap/navigation]
    - Spoke: Related products (check if linked from collection)
    - Spoke: Blog posts (recommend creating if missing)
    - Spoke: Buying guides (recommend creating if missing)

  Benefits:
  - Improved topical authority
  - Better crawlability
  - Enhanced user experience

  **How to implement:**
  1. Choose main category (e.g., "Running Shoes")
  2. Ensure collection page links to top 10-20 products
  3. Create 2-3 blog posts about category
  4. Link all blog posts back to collection page
  5. Add "Related Articles" section to collection page

[ ] Cross-Linking Strategy (Observable from Sample Pages)

  **Collection ↔ Collection:**
  - I'll check your sample collection pages to see if related categories link to each other
  - Example: "Running Shoes" should link to "Running Apparel"
  - Best practice: 3-5 related collection links per page
  - I'll verify: Does navigation support this? Are there related category sections?

  **Product ↔ Product:**
  - I'll check sample product pages for:
    - "Customers also bought" section (recommend if missing)
    - "Related products" section (recommend if missing)
    - "Complete the look" bundles (recommend if missing)
  - Target: 4-6 related product links per product page
  - Can be implemented via: Shopify apps, custom theme code, or manual curation

  **Blog → Product/Collection:**
  - Every blog post should link to relevant products/collections
  - I'll spot-check blog posts you provide
  - Target: 100% of blog posts should have at least 2-3 product/collection links
  - Recommendation: Add contextual links within blog content, not just sidebar

[ ] Contextual Link Opportunities (I'll Check Sample Pages)

  **Within product descriptions:**
  - Check if products link to related products
  - Check if products link to buying guides
  - Check if products link to size charts/care instructions
  - Recommend additions if missing

  **Within collection descriptions:**
  - Check for links to subcategories
  - Check for links to featured products
  - Check for links to educational content
  - Provide specific examples of where to add

  **Within blog content:**
  - Check sample blog posts for product/collection links
  - Recommend specific opportunities for contextual links
  - Guide on linking strategy: TOFU→MOFU→BOFU

[ ] Navigation Opportunities (Observable from Sample Pages)

  I'll check your:
  - Main navigation structure
  - Footer links (popular categories, important pages)
  - Sidebar/filtered navigation

  Recommendations may include:
  - Add key collections to footer
  - Create "Shop by" sections in navigation
  - Feature best sellers in sidebar
  - Add seasonal categories to homepage
```

### D. Internal Linking Action Plan

**Based on what I can analyze from sample pages and any data you provide:**

```
Priority fixes:

**CRITICAL (Observable Issues):**
1. Navigation structure improvements (based on homepage/sample page analysis)
2. Add missing breadcrumbs (if not present on sample pages)
3. Ensure key collections are linked from homepage (verify from homepage fetch)

**HIGH PRIORITY (Best Practice Recommendations):**
1. Implement "related products" sections (if missing from sample product pages)
2. Add cross-links between related collections (based on observed navigation)
3. Ensure blog posts link to relevant products (check sample blog posts)
4. Replace generic anchor texts with descriptive anchors (if found in samples)

**MEDIUM PRIORITY (Strategic Improvements):**
1. Create hub-and-spoke structure for main categories
2. Expand footer links to include important categories
3. Add contextual links within product/collection descriptions

**IF YOU PROVIDE CRAWL DATA:**
- I can identify specific orphan pages (pages with 0 inlinks)
- I can count exact internal links per page
- I can prioritize fixes based on actual metrics (link equity, depth, anchor text distribution)
- I can provide quantified recommendations (e.g., "Fix 47 orphan pages" instead of "improve linking")
```

**Recommended next step if you want comprehensive internal link analysis:**
1. Download Screaming Frog SEO Spider (free for up to 500 URLs)
2. Crawl your site
3. Export "Internal" tab with "Inlinks" data
4. Provide CSV file for detailed analysis

---

# AUDIT TYPE 1: QUICK TECHNICAL AUDIT

**Focus: Crawlability, indexability, schema**

**What I'll do:**
- Fetch and analyze your robots.txt
- Parse your XML sitemap
- Spot-check sample pages for technical issues
- Verify schema markup on sample pages
- Check HTTPS and mobile-friendliness

**What I'll need from you:**
- Your website URL
- Optional: List of specific pages to check (top products/collections)
- Optional: Crawl data if you want comprehensive 404/redirect checking

## Checklist

### A. Crawlability Check

```bash
# Fetch and analyze robots.txt
curl [domain]/robots.txt

# Check sitemap (and parse for sample URLs)
curl [domain]/sitemap.xml | head -100
```

**I'll verify:**
```
[ ] robots.txt Configuration
  - Exists and properly configured
  - Not blocking important pages (products, collections)
  - Sitemap declared
  - No overly restrictive rules
  - Check for common mistakes (blocking all crawlers, blocking CSS/JS)

[ ] XML Sitemap
  - Exists and accessible at /sitemap.xml
  - Valid XML format
  - Products and collections included
  - Proper priority values (0.0-1.0)
  - Sitemap not exceeding 50,000 URLs per file
  - I'll extract sample URLs to spot-check

[ ] Indexability (Sample Page Check)
  - I'll check sample pages from sitemap for:
    - Unwanted noindex tags
    - Canonical tags pointing correctly
    - Meta robots directives
    - Important pages are indexable

⚠️ **Note:** Comprehensive 404/redirect checking requires crawl data or a full site crawl tool.
```

### B. URL Structure & Redirects

```
[ ] URL Structure
  - Clean, descriptive URLs
  - Lowercase URLs only
  - Hyphens as separators (not underscores)
  - Logical hierarchy: /collections/category/product-name
  - No unnecessary parameters
  - Products reachable in 3 clicks from homepage

[ ] Redirect Check
  - No redirect chains (A->B->C)
  - 301 redirects for permanently moved pages
  - No 302 redirects where 301 should be used
  - Discontinued products properly redirected
  - Old URLs from replatforming redirected

[ ] Canonical Tags
  - Self-referencing canonicals on all pages
  - Handles duplicate content (variants, filters)
  - Pagination handled correctly

[ ] Faceted Navigation / Filter Parameters
  CRITICAL ECOMMERCE ISSUE: Filters creating duplicate URLs

  Check for duplicate URLs from filters:
  - /shoes vs /shoes?color=red
  - /shoes?color=red&size=10
  - /shoes?sort=price

  Current handling:
  [ ] Canonical tags point filtered URLs to main collection
  [ ] robots.txt blocks filter parameters
  [ ] URL parameter handling configured in GSC
  [ ] OR: Filters use AJAX (no URL change)

  If misconfigured:
  - Crawl budget waste
  - Duplicate content issues
  - Thin content pages indexed

  Recommended solution:
  - Use canonical tags to main collection page
  - Block filt

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