Technical SEO Audit

A technical SEO audit covering crawl efficiency, indexation, site structure, and performance, with actionable recommendations.

1. Crawl & Indexation (Screaming Frog)

High Priority

Canonicalised

Canonicalised

Non Indexable

Non Indexable

A full crawl of the site highlights a significant imbalance between indexable and non-indexable URLs. The majority of URLs discovered (~84k+) are non-indexable, indicating substantial crawl inefficiency and unnecessary URL expansion.

Total URLs Crawled ~100k+
Indexable Pages ~15k - 20k
Non-Indexable Pages ~84k+
Observation Heavy crawl inefficiency
A large portion of crawl budget is being spent on URLs that will never rank, which can slow down discovery and indexing of key pages.

Key Issues Identified

  • Duplicate product URLs via collection paths
  • Canonicalised pages still being heavily crawled
  • Parameter and app-generated URLs inflating crawl size
  • Tracking / pixel URLs appearing in crawl

Suggested Fixes

  • Ensure all internal links point to canonical product URLs
  • Reduce exposure of collection-based product URLs
  • Block unnecessary parameters via robots.txt
  • Review theme and app-generated URLs

2. Performance & Page Speed

High Priority

Waterfall

Waterfall

Mobile Performance

Mobile Performance
Desktop performance is strong in terms of visual load speed, however mobile performance shows increased latency and heavier impact from JavaScript execution.

Performance testing was conducted using GTmetrix (London server) and Google PageSpeed Insights to evaluate both lab and real-world performance.

The site loads visually fast, however JavaScript execution delays interactivity. This is typical of Shopify stores with multiple third-party scripts and apps.

LCP ~605ms (good)
TBT ~741ms (high)
CLS 0.01 (good)
TTI 3.2s+
Fast visual load, but delayed interactivity due to JavaScript and third-party scripts.

Key Issues Identified

  • Heavy JavaScript execution delaying interactivity
  • Large number of requests (~260+)
  • Multiple third-party scripts (Klaviyo, Trustpilot, tracking pixels)
  • Unused preloaded resources
  • Console errors from third-party scripts

Suggested Fixes

  • Audit installed Shopify apps and remove unused ones
  • Defer non-essential JavaScript
  • Reduce third-party script dependency
  • Fix failing scripts and console errors
  • Optimise asset loading strategy

3. URL Structure & Duplication

High Priority

Products are accessible via multiple URL formats, including collection-based paths. While canonical tags are present, these duplicate URLs are still being crawled at scale.

This creates unnecessary duplication and increases crawl load without adding SEO value.
  • Use consistent product URL structure (/products/)
  • Avoid linking through collection paths
  • Review Shopify theme linking logic

4. Technical Cleanup

Redirects ~1,900 URLs
Broken Links / 404s ~20 URLs
Large Images ~2,000+
H1 Issues Missing / Duplicate
  • Update internal links to remove redirects
  • Fix or redirect broken URLs
  • Compress and optimise large images
  • Ensure each page has a single clear H1

5. Site Architecture & Internal Linking

High Priority

Canonicalised

Canonicalised Graph

Crawl Depth

Crawl Depth

The current site structure follows a typical Shopify hierarchy, however internal linking and URL paths are creating inefficiencies in how authority flows across key pages.

Crawl Depth 3-5+ levels
Internal Links Inconsistent
Navigation Collection-heavy
Observation Equity dilution
Product pages are often accessed through multiple collection paths, which dilutes internal link equity and weakens the clarity of the site’s hierarchy.
Example: High-value collections such as /collections/zyn, /collections/elf, and /collections/pablo should act as primary SEO landing pages, but currently compete with multiple duplicated product paths.

Key Issues Identified

  • Products linked via multiple collection paths
  • Inconsistent internal linking structure
  • Potential orphan or low-linked pages
  • Over-reliance on navigation vs contextual linking

Suggested Fixes

  • Standardise internal links to canonical product URLs
  • Strengthen contextual internal linking from collections
  • Reduce unnecessary navigation depth
  • Ensure key pages are within 2-3 clicks from homepage

6. Metadata & Heading Structure

Medium Priority

Metadata and heading structures are generally present but show inconsistencies across templates, particularly on collection and product pages.

Title Tags Some duplication
Meta Descriptions Inconsistent
H1 Tags Missing / Multiple
Observation Template-driven issues

Key Issues Identified

  • Duplicate or similar title tags across collections
  • Meta descriptions missing or not optimised
  • Multiple or missing H1 tags on some templates
  • Heading hierarchy inconsistencies (H1 -> H3 jumps)

Suggested Fixes

  • Implement unique, keyword-focused titles per page
  • Standardise meta description templates
  • Ensure one clear H1 per page
  • Fix heading hierarchy across templates

7. Structured Data & Technical Signals

Medium Priority

Structured data and technical signals are partially implemented but not fully leveraged to support search visibility and rich results.

Product Schema Present
Breadcrumb Schema Partial
FAQ Schema Missing
Technical Signals Inconsistent
While core schema types exist, there are missed opportunities to enhance SERP visibility through richer structured data implementations.

Key Issues Identified

  • Missing FAQ / rich result schema opportunities
  • Inconsistent breadcrumb structured data
  • Limited use of enhanced product schema fields
  • Console errors and CSP issues affecting script execution

Suggested Fixes

  • Implement FAQ schema on key collection pages
  • Standardise breadcrumb structured data
  • Enhance product schema (ratings, availability, pricing)
  • Resolve CSP and JavaScript console errors

8. Robots.txt, Sitemap & Indexing Signals

High Priority

Crawl control mechanisms such as robots.txt and XML sitemaps play a key role in guiding search engines toward important pages and away from low-value URLs.

Without strong crawl directives, search engines may continue prioritising low-value or duplicate URLs.

Key Issues Identified

  • Parameter and app-generated URLs not restricted
  • No clear sitemap prioritisation strategy
  • Potential mismatch between indexable pages and sitemap inclusion

Suggested Fixes

  • Refine robots.txt to block unnecessary parameters and app paths
  • Ensure only indexable URLs are included in XML sitemaps
  • Segment sitemaps by page type (products, collections)

9. Mobile Usability

High Priority

Mobile performance and usability are critical ranking factors, particularly for eCommerce stores where the majority of traffic is mobile.

While Core Web Vitals pass, interaction delays and script-heavy elements can impact real mobile user experience.
  • Heavy scripts affecting mobile responsiveness
  • Potential layout shifts from dynamic elements
  • App-driven UI components increasing load complexity
  • Prioritise mobile-first performance optimisation
  • Reduce JavaScript execution on mobile
  • Test key templates across real devices

10. Security & Technical Integrity

Medium Priority

Technical stability and security signals contribute to both SEO and user trust.

Console errors and CSP issues indicate script conflicts which may impact functionality and tracking accuracy.
  • Content Security Policy warnings and inline script blocking
  • Third-party script conflicts (Judge.me, tracking scripts)
  • Unused or incorrectly preloaded resources
  • Resolve CSP conflicts and inline script violations
  • Fix third-party script errors
  • Remove or correctly configure unused preloads