SEO: The 3 Must-Do eCommerce SEO Audits with Silvia Martin (episode 149)
by April Buencamino-dySilvia Martin is an independent SEO consultant, founder of Trebole, and judge of both the European Search Awards AND the UK Search Awards. Silvia is all about helping businesses improve their online presence, findability, search traffic, and (most importantly!) organic revenue.
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About Silvia
Silvia discovered SEO while she was doing her master’s degree in marketing in France.
She fell in love with it and moved to England, where she started her career in SEO.
SEO Link Audits
Link audits are for more established websites that already have a backlink portfolio. For this, what you need to do first is check if you have any toxic backlinks. Then, make a comparison with your competitors based on the number of links and their quality, because this is where you’ll gain a lot of insight.
Depending on the size of your business, do your link audits at least every six months or quarterly, if possible.
For link audits, you can use tools like Link Research Tools or Majestic.
SEO Content Audits
Content is very important for SEO, which means you need the right keywords and rank for relevant terms. For eCommerce, review your product pages and category pages, then compare them with your competitors’.
Additionally, check the readability of your content because, while you may know and understand what you have on your website, your customers might not.
Content audits may be done less frequently than link audits, but do them at least once a year to know your website’s status. However, this will also depend on the number of products you have.
When auditing content, you can use Semrush or Ahrefs to provide you with insight into your content’s performance.
Technical SEO Audits
For technical audits, it’s essential to have a scope. However, because you cannot cover everything at the same time, you can repeat the process at a later time. You can have a checklist of the basic things you need to review, but Silvia suggests that you also go on your website and experience it as a user to detect other technical issues.
You should also flag potential issues and address them immediately instead of waiting for them to become bigger concerns.
Screaming Frog and Deepcrawl (now called Lumar) are crawlers you can use on your website to provide you with technical insights.
Technical checks should be done more frequently, and Silvia suggests doing them once a month if you are maintaining a large site.
Should you outsource SEO audits?
Silvia’s final SEO tip is to outsource your audits. Having someone come in with fresh eyes is going to help you, so it’s totally worth it.
Insider Tips
If we’ve inspired someone to take their first step with SEO – what do they need to know to give themselves the best chance of success?
Keep learning. Read different resources, such as Learning SEO by Aleyda Solis.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve SEO performance?
Doing audits is Silvia’s recommendation. Understand the status and performance of your website at the moment, then find out where the issues are. This is a great starting point, and you can create strategies from the insights you get.
If someone listening wants to learn more about SEO is there one cheap/free resource you’d recommend?
It’s Learning SEO by Aleyda Solis.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in SEO?
Right now, a lot of things are happening around AI, and this is going to impact SEO. Be ready for it, or start using AI tools to test for SEO.
Interview Links
- Trebole Marketing (coming soon!)
Silvia on Social media:
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