This ecommerce SEO audit template is a six-sheet Excel workbook you fill in yourself while reviewing a store. It is free, it downloads directly, and it does not ask for an email address.
It is built for the person doing the looking: a store owner working through their own catalog, a developer checking what a template outputs, or a freelancer recording findings for a client in a form somebody else can read later.
The workbook is a place to put evidence and turn it into an ordered list of work. It does not crawl your site, test anything, or generate findings on its own. Every row in it is a row you write.
Download the template
An editable .xlsx workbook with six sheets. Open it in a spreadsheet app that supports .xlsx files, then save your own copy per store.
Get the ecommerce SEO audit template →What is in the workbook
Six sheets, in the order you would normally use them. Instruction text and calculated cells are formatted differently from the cells you type into, so it stays obvious which is which.
| Sheet | What it holds | Detail |
|---|---|---|
| Start Here | Instructions, scope, and limitations | How to use the workbook, what belongs in each sheet, which cells you type into, which cells calculate, and what the workbook deliberately does not cover. |
| URL Sample | Up to 10 representative public URLs | One row per sampled URL with page type, indexability, HTTP status, canonical URL, title, description, H1, structured data, internal-link notes, and evidence. |
| Findings | Evidence, action, and a formula-backed priority | One row per finding: the evidence you observed, the recommended action, then impact, effort, and confidence. The priority cell calculates from those three inputs. |
| Opportunities | Up to 10 keyword or page opportunities | Somewhere to record the query or page idea, the page that should own it, whether a suitable page already exists, and what would need to change. |
| Action Plan | Owner, status, due date, and formula-backed counts | The first 20 rows from Findings, with owner, status, and due date fields, plus P1, P2, P3, and total counts that update as you score findings. |
| Sources | Source name, URL, checked date, and notes | A record of the documentation or tool each claim came from and the date you checked it, so a finding can be re-verified later instead of re-argued. |
Nothing in the workbook is locked to one platform. The sheets assume a crawlable store with category or collection pages, product pages, and some content pages, which covers Shopify, WooCommerce, BigCommerce, and most custom builds.
Choosing the URLs to sample
The URL Sample sheet holds up to 10 rows on purpose. A focused sample can expose patterns shared by templates while staying small enough to finish. Aim for coverage of page types rather than coverage of the catalog.
Collection and category pages
Two. Pick ones with genuinely different commercial intent, and include one that you suspect is thin or duplicated against another collection.
Product pages
Three. Include a variant-heavy product, a product you consider important, and one that you believe should perform better than it does.
Content pages
Two. Choose a buying guide, comparison, or blog post that should feed the buying path, so you can check whether it actually links into it.
Utility URLs
The homepage, plus one filter, sort, pagination, search, or tracking-parameter URL if your platform generates them. Use the tenth row for the most important extra page in your store.
Record the URL you actually loaded. Sampling gets misleading when the row says one URL and the evidence came from a redirect target. The sheet has a column for the declared canonical for the same reason: the disagreement between the two is often the finding.
How the priority calculation works
Every row on the Findings sheet gets three judgments from you: impact, effort, and confidence. Each label maps to a number, the mapping is visible in the workbook rather than hidden behind a script, and the priority cell is an ordinary formula that reads those three values.
- Impact is how much of the store the problem affects and how much it plausibly matters. A template issue on every product page scores higher than a single page.
- Effort is how much work the recommended action takes. Higher effort pushes an item down the list rather than off it.
- Confidence is how sure you are that the evidence supports the action. A pattern verified on several URLs scores higher than one you saw once.
Because the mapping and the formula are both visible cells, you can change them. If effort matters more in your situation than the default weighting assumes, edit the numbers and the ordering updates. The Action Plan sheet counts rows from the same inputs, so its totals move with your edits.
The priority number is a planning aid, not a score. It ranks judgments you made. It is not an automated SEO score, not a measurement of your store, and not evidence of anything on its own. Two people can fill in the same workbook and get different orders, which is the expected behavior of a tool that sorts opinions rather than facts.
What the workbook does not do
Worth stating plainly before you download it, because a spreadsheet with formulas in it can look like more than it is.
- It does not crawl, fetch, or scan your site. Every observation is one you make and type in.
- It does not validate markup, check status codes, or test structured data. Use the platform and Google tooling for that, then record the result.
- It does not monitor anything. There is no scheduling, alerting, or change detection in it.
- It does not implement fixes or generate code. The Action Plan records who is doing the work, not the work itself.
- It does not predict or promise rankings, traffic, or revenue.
- It does not contain macros, and it does not connect to any external service.
The other real limit is the sample. Ten representative URLs can reveal template-level patterns and cannot tell you what is happening across a large catalog. For migrations, persistent indexing problems, or a traffic drop you need to explain, Search Console, analytics, server logs, and a full crawl do work this workbook cannot.
Template, checklist, sample report, or paid audit
Four different things on this site get confused with each other. Here is what each one is for.
| Resource | What it is | Use it when |
|---|---|---|
| This template | An editable workbook for recording evidence, priority, and actions | You are running the audit and need somewhere structured to put what you find |
| The 10-step checklist | The instructional method: what to check, in what order, and why | You want to know how to run the review. Read it alongside the workbook |
| The sample report | An illustrative, redacted finished report showing structure and depth | You want to see what a completed audit looks like before deciding anything |
| The $100 audit | Up to 10 representative public URLs reviewed by hand, up to 10 Ahrefs-backed keyword and page opportunities, delivered as a prioritized PDF within 48 hours | You would rather have the review done for you and handed back in order |
The checklist and this workbook are designed to be used together: the checklist is the process, the workbook is where the output goes. Every other free resource is listed on the guides and resources hub, and what the paid audit does and does not include is set out on the pricing page.
Or have the review done for you
StoreAuditLab reviews up to 10 representative public URLs by hand, adds up to 10 Ahrefs-backed keyword and page opportunities, and delivers a prioritized plain-English PDF in 48 hours. $100 one time, fixed scope, no implementation upsell.
Get the $100 audit →