I recently had to SEO audit a site that migrated to the Magento 2 (acquired by Adobe and now Adobe e-commerce) e-commerce platform. It was part of an interview and here is what I found running a quick inspection.
It was a cosmetic brand. I didn’t have access to its CMS or internal data, so this basic SEO audit took me a decent amount of time.
1. I found that the HTTPS non-www version of the site was 302 redirecting to the site’s preferred version
2. site:sigmabeauty.* -inurl:www Google search operator revealed some pages which the site owner or the development team may want to review carefully
3. I found some URLs with trailing slash in their sitemap. For instance this one in the image
Both versions (with and without trailing slash) were giving 200 HTTP status, and I didn’t see any canonical tag
4. site:sigmabeauty.com/shop/b
5. The logo didn’t have an ALT tag. There were issues with the ALT tag of the other images and the URL status of them. I also didn’t find any sitemap for the images
6. I was failed to browse important pages javaScript being disabled. This is something they may want to check carefully as JS and SEO get complicated these days. Also, JS in Magento 2 is complex
7. The following Google advanced operators were displaying some results that the store management team may want to take a look
site:*.sigmabeauty.* -inurl:https
site:sigmabeauty.com inurl:http
site:sigmabeauty.com -inurl:content -inurl:enews -inurl:www
8. The content duplication issue was massive. Please see how many other sites were using the same meta-description
The following Google advanced operator was used to find it
-site:sigmabeauty.com -site:pinterest.* “Makeup brushes and cosmetics for beauty enthusiasts and makeup artists. Shop Sigma’s award-winning brushes for the best in beauty!”
9. Desktop page speed was not good
10. The main site and the help section have a different robots.txt file. The team needs to analyze those files carefully
11. I also found issues with duplicate product URLs and the canonical tag. The following two URLs were displaying the same product
https://www.sigmabeauty.com/f66-angledbuffconcealer.html
https://www.sigmabeauty.com/shop/brushes/f66-angledbuffconcealer.html
They both were open for the search engines to index and follow. The URLs were giving 200 HTTP status and there was no presence of a canonical tag
Using other third-party tools and proper access to their resources can lead to more problems. SEO issues associated with e-commerce sites are usually not very easy to fix. They take time and cost money.
This article does not discuss the solutions, but many of them could have been easily avoided if the team had taken an SEO-conscious approach from the early stage of the migration to Magento 2.
You may find my other Magento SEO audit and Shopify SEO audit articles helpful as well, please check it out. Also, here is a resourceful SEO guide on Magento 2.
Finally, if you require Magento web development and SEO services, please get in touch with me.
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