In plain words
The product pages are strong. The category pages have no heading, the review stars cannot show in search results, and the store is slow on phones.
From a real audit, names removed · An online store with 27 products, on a hosted store platform · audited in Sep 2026
- All 127
- Pages checked
- 13 of 15
- Category pages with no heading
- 704
- Reviews search engines cannot show
- 32 / 100
- Phone speed, a product page
Words this audit uses
- Sitemap:
- The list of pages a site hands to search engines.
- H1, main heading:
- The main heading of a page: the line that tells a search engine what the page is about.
- Canonical tag:
- A line in a page’s code that names the one official address of that page.
- Structured data, schema, JSON-LD:
- Labels in a page’s code that tell machines what something is: an article, a product, a business.
- Redirect:
- An instruction that sends visitors and search engines from one address to the right one.
- Lighthouse:
- Google’s free test of how fast a page loads.
- Alt text:
- A written description of an image, read by search engines and screen readers.
The audit’s short version
The product pages are strong and the store runs on a fast server. Five fixable problems hold the site back.
How it was measured
We opened all 127 pages listed in the sitemap, and ran the Lighthouse speed test in phone mode three times per page (middle result shown) plus once on a computer.
What is already working
- 127 of 127 pages in the sitemap open without errors: the home page, 27 products, 15 categories, 18 pages and 60 blog posts.
- Every page states its preferred address (canonical tag), and none is accidentally hidden from search.
- All 27 product pages carry product details in a form search engines read (name, price, stock), and they are long and specific: median 1,082 words.
- The main blog: 44 articles, median 1,005 words, each with a named author.
- A fast server: the home page and product pages start arriving in 30 ms. On a computer, the home page scores 88 / 100 for speed.
What the audit found
1Category pages have no main heading
13 of the 15 category pages have no main heading (H1). That heading is how a search engine understands what a page is about, and these are the pages that should rank for the store’s category searches. The home page has two headings, the logo image and a brand line, and neither mentions what the store sells.
Fix: One change to the category template in the store theme adds a heading to all 13 pages. Give the home page one heading that says what the store sells.
2Search engines cannot show the review stars
The best-selling product page shows 704 reviews through a reviews app, but none of the 127 pages carries review information in a form search engines read, so no star rating can show under the listing.
Fix: Switch on the rich-snippets option in the reviews app, then check a product page in the Rich Results Test.
3The site is slow on phones
The cause is extra apps and scripts, not the server. Each page loads files from about 40 other websites. The payment script adds 1.5 MB to the home page although it is only needed at checkout, the tag manager and a social pixel together hold up the page for about a second, and three separate email and marketing tools all load on every page.
Home page
Speed score: 56 / 100
Main content appears: 3.7 s
Page size: 5.6 MB
Best-selling product page
Speed score: 32 / 100
Main content appears: 20.9 s
Page size: 6.2 MB
Main category page
Speed score: 38 / 100
Main content appears: 10.5 s
Page size: 5.1 MB
The “good” level
Speed score: 90+
Main content appears: under 2.5 s
Page Speed score Main content appears Page size Home page 56 / 100 3.7 s 5.6 MB Best-selling product page 32 / 100 20.9 s 6.2 MB Main category page 38 / 100 10.5 s 5.1 MB The “good” level 90+ under 2.5 s Fix: Load the payment script only at checkout, keep one email and marketing tool instead of three, and remove apps no longer in use. The site will look exactly the same.
4Blog posts with almost no text
10 posts in a second language have 31 to 80 words each, and each page declares itself as written in English. 5 of the 6 conversation episodes have about 50 words each, while the sixth has a full write-up of about 5,000 words, which is the model for the rest. There are also two empty blogs.
Fix: Add a written summary or transcript to each thin post, mark the second-language posts with their own language, and delete the two empty blogs.
5Housekeeping
Smaller counts from the same crawl.
Near-empty sitemap pages created by an app, open to search engines
Count: 7
Seasonal or internal category pages in the sitemap
Count: 3
Pages with no description for search results
Count: 11
Page titles long enough to be cut off
Count: 78 of 127
Images with no alt text
Count: 348 of 1,183
Pages with two main headings
Count: 3
The www address without https takes two redirects to reach the site
Count: 2 hops
What we found Count Near-empty sitemap pages created by an app, open to search engines 7 Seasonal or internal category pages in the sitemap 3 Pages with no description for search results 11 Page titles long enough to be cut off 78 of 127 Images with no alt text 348 of 1,183 Pages with two main headings 3 The www address without https takes two redirects to reach the site 2 hops
The order of work
- Add the category heading through the theme template.
- Switch on review markup so star ratings can show.
- Make the site lighter on phones.
- Add text to the thin blog posts.
- Tidy the housekeeping list.
What was removed, and what was not. The business, its website and page addresses, people, competitors, places and the search terms that would name it are removed or replaced with a word in [brackets]. The prices and the proposal that closed the audit are left out. Every figure is the audit’s own.
Your own report. This sample is the audit: what we found. The Ecommerce SEO package adds the page work and schema as a record of every change, and its backlinks in a report of live links like our sample backlink report.