SEOSample strategy projectSEO Audit
Shopify SEO Audit for a Coffee brand
A worked example of my SEO Audit: the questions I'd ask, how I'd prioritise, and what the deliverables look like, using a fictional D2C coffee store.
- Offer demonstrated
- SEO Audit
- Brand (fictional)
- D2C Shopify store selling specialty roasted Coffee
- Store size (illustrative assumption)
- About 60 products across about a dozen collections
- Team (illustrative assumption)
- Two people, limited developer time
- What this page shows
- Approach, prioritisation and deliverables, not results
Scenario
- Most organic visits come from searches for the brand's own name.
- Collection pages have short descriptions and generic titles.
- The blog has a handful of brewing guides that don't link to the coffees they relate to (less internal linking).
- Several coffees exist in multiple bag sizes and grind options, so similar pages similiar and thin content.
- The team has time for a few focused fixes a month, not a full rebuild.
Question the Audit answers
Where is organic growth being lost, and what should a two-person team fix first?
How I'd approach it
- 1. Baseline. In Search Console and GA4, separate brand searches from non-brand, and see which pages and query types bring organic visits.
- 2. Architecture. Map how collections, products and content connect, and which pages should target which searcher.
- 3. Search intent. Group target queries into buying, comparing and learning, and match each to the right page type.
- 4. Shopify checks. Look for duplicate paths to the same product, thin or overlapping collection and tag pages, variant handling, pagination and internal-link gaps.
- 5. Competitors. See which pages, topics & keywords competitors use to capture the searches, that this store isn't reaching.
- 6. Prioritise. Rank findings by likely impact, effort and dependencies, so the plan fits the team's capacity.
- 7. Roadmap. Turn the ranked list into a 30/60/90-day plan.
What I'd look for
| Area | Question | Why it matters |
|---|---|---|
| Brand vs non-brand | How much organic traffic depends on the brand name alone? | Shows how much discovery is really happening |
| Collection pages | Do they target broad buying searches, with useful copy and clear titles? | Collections often match the broadest commercial intent in a store |
| Product and variant pages | Are near-identical pages (sizes, grinds) competing with each other? | Overlap can blur which page should rank |
| Blog and guides | Do articles & guides answer real questions and link to relevant collections and products? | Connects learning-stage searches to buying pages |
| Technical basics | Are the right pages indexable, with canonical tags pointing to the main product URLs? | Fixes that block or duplicate key pages come before rewriting text |
| Internal links | Can visitors and crawlers reach important pages in a few clicks? | Concentrates authority on the pages that matter commercially |
How I'd prioritise
- Fix anything that blocks or duplicates a key page before improving wording.
- Prefer changes that apply to many pages at once (templates, title patterns) over one-by-one edits.
- Work on collection pages before individual products, unless a product page is already the main entry point.
- Leave low-impact, low-effort items for later, and say so in the roadmap.
- Describe every item in plain terms: what to change, where and why.
Deliverables
- The SEO Audit Report, with findings, evidence and recommendations
- A prioritised action list showing impact, effort and priority
- A 30/60/90-day roadmap
- A strategy walkthrough call
Illustrative finding card
(format only, not from a real store)
FindingTwo similar coffee collections target the same searches
Evidence I'd citeSearch Console queries showing both pages appearing for the same terms, plus overlapping titles and copy
Why it mattersSearch engines may switch between the two pages, and neither becomes the clear result
Recommended fixGive each collection a distinct search focus, rewrite titles and copy, and link between them
PriorityHigh · Effort: Low
Illustrative roadmap outline
- Days 1–30, foundation: fix indexing and duplicate-path issues, rewrite titles and descriptions for the main collections, set target queries per page.
- Days 31–60, structure: improve collection copy and internal links, connect brewing guides to collections and products, prepare briefs for the first guides.
- Days 61–90, expansion: publish and optimise the first guides, review performance by page group, decide the next set of priorities.
What I'd measure (in place of results)
- Non-brand impressions and clicks in Search Console, by page group (collections, products, guides)
- Whether priority pages are indexed and appearing for their target queries
- Progress on the completed roadmap items
All read against the baseline taken during the audit, not as a single traffic number.
SEO changes take time to be crawled and reassessed, so I'd report movement by page group over several months and wouldn't promise a specific outcome.
What this sample doesn't show
It doesn't show results, because it isn't a real store. It's meant to show how I diagnose, prioritise and plan. For real numbers from my own work, see the case studies.
How this becomes a real engagement
The SEO Audit takes 5–7 business days and includes the report, the roadmap and a walkthrough call. If the plan fits, SEO Growth Management can carry it out.