How to Do a DTC SEO Audit (Step by Step)

An SEO audit answers one question: where is this site leaving organic revenue on the table? Here’s the process we run for DTC brands, in the order that surfaces the biggest wins first.

1. Indexation and crawlability

Start with the basics, because nothing else matters if Google can’t see your pages.

• Check how many pages are indexed vs. how many should be (Google Search Console).
• Look for pages blocked by robots.txt or noindex that shouldn’t be.
• Find crawl bloat: filtered, tag, and parameter URLs wasting crawl budget.

2. Site architecture

• Are your money pages (key collections and products) reachable in a few clicks?
• Is internal linking pointing authority at the pages that matter?
• Are there orphan pages with no internal links at all?

3. On-page and content

• Do your top pages target clear, intent-matched keywords?
• Are titles and meta descriptions unique and compelling, or Shopify defaults?
• Is there thin or duplicate content dragging the site down?
• Where are the content gaps your competitors are filling and you aren’t?

4. Technical health

• Core Web Vitals and page speed.
• Mobile usability.
• Broken links, redirect chains, and 404s.
• Structured data (Product, Review, FAQ) presence and validity.

5. Authority

• How does your backlink profile compare to competitors?
• Are there toxic links or lost links worth addressing?

6. AI search visibility

The newest layer: run your key buyer prompts through ChatGPT and Perplexity. Are you named, or is a competitor? This is fast becoming part of every serious audit. See our GEO service for how we measure it.

Turn findings into a plan

An audit is only useful if it ends in a prioritized action list, ranked by effort versus payoff. That’s the difference between a report that sits in a drawer and one that grows the business.

Want us to run this on your store, for free? Get your audit.