Ecommerce SEO Audit: the Claude skill that audits stores like an agency does
Ecommerce SEO Audit is a free Claude skill that audits the three templates carrying every store: homepage, category pages and product pages. It flags manufacturer copy, thin FAQs and missed cross-sell linking, then returns quick wins, structural fixes and a 90-day content plan. One curl command installs it.
Install it
One command, then give it a homepage, a category URL and a product URL.
curl -o ~/.claude/skills/ecommerce-seo-audit.md https://raw.githubusercontent.com/lhitches/claude-seo-skills/main/skills/ecommerce-seo-audit.md
Then: "Run the ecommerce SEO audit on mystore.com.au." No install? Paste the skill file contents into any Claude chat and the same process runs.
What it checks, and what you get
The issues StudioHawk fixes on every ecommerce engagement, in the order they pay back.
- Product page copy: whether your descriptions are manufacturer text every other stockist also publishes, quoted verbatim so you can see the duplication.
- Category page quality: intro copy, FAQ blocks that answer real buyer questions instead of filler, duplicate headings, breadcrumbs.
- Homepage fundamentals: H1, meta description, and whether the trust signals already on the page (delivery thresholds, review counts) survive into the search snippet.
- Internal cross-sell linking: related-products blocks as an SEO layer between products and adjacent categories, doubling as a basket-size play.
- The deliverable: quick wins this week, structural issues this month, and the 90-day content gap list: comparison content, product-page FAQs mined from your own reviews, and buying guides matched to your category filters.
Real sample output
This excerpt comes from a genuine run against a major Australian pet supplies retailer, fetched live. Name withheld because they did not ask to be audited. Every quote is verbatim from their pages.
ECOMMERCE SEO AUDIT: a major Australian retailer (pet supplies)
Overall health: STRONG. One of the better on-page setups in Australian ecommerce. The biggest issue is product pages running on manufacturer descriptions instead of unique retailer copy.
- Quick win 1, product page: the description opens with manufacturer text ("...designed to meet the AAFCO standards for growth and maintenance of dogs..."), which appears word for word on every other stockist's site. Google has thousands of copies of that passage. It only has one of yours, if you write it.
- Quick win 2, category page: the FAQ block repeats the same heading twice on one page. Replace the duplicate with a question buyers actually ask that no competitor answers.
- Quick win 3, homepage: no detectable H1 and no observable meta description, while free delivery thresholds and review counts sit on the page invisible to the snippet.
- Structural: no related-products block on the product page despite six care-article links: a missed internal linking layer and a missed basket-size play in the same move.
- Content gap: the advice hub has how-to guides but zero comparison content, and comparison pages are what buyers search before picking a product and what AI assistants quote when asked "what should I buy".
Excerpt from a live run, 9 July 2026: homepage, one category page, one product page. Full format: quick wins, structural issues, 90-day content gaps.
When to use it, and when to use a sibling skill
Use Ecommerce SEO Audit for the store-wide template view.
| You want | Use | Why |
|---|---|---|
| A store-wide audit across homepage, category and product templates | Ecommerce SEO Audit (this skill) | Template-level fixes that apply across the whole catalogue |
| A deep single-template audit of product pages for AI shopping agents | Agentic Product Page Auditor | Scores whether an AI agent can read and buy from your product graph |
| The crawl-level technical layer underneath the store | Technical SEO Audit | Canonicals, redirects and indexing before the content work starts |
| A physical-store or service-area angle | Local SEO Audit | GBP, citations and local landing pages in one skill |
FAQ
Which pages does it look at?
The three templates that carry an ecommerce site: homepage, category or collection pages, and product pages. Give it one URL of each and it audits copy uniqueness, FAQ quality, headings, meta data, internal cross-sell linking and the content gaps buyers actually search.
Does it work on Shopify, WooCommerce or a custom platform?
Platform does not matter. The skill audits the rendered pages a shopper and a crawler actually see, so it works on Shopify, WooCommerce, BigCommerce, Magento or anything custom. The fixes are template-level, so one rewrite pattern applies across the catalogue.
Why does it care so much about manufacturer product descriptions?
Because every stockist publishes the same manufacturer text word for word. Google has thousands of copies and no reason to rank yours. Unique retailer copy is the single highest-leverage rewrite on most stores, and the skill quotes the exact duplicated passage so you can see it.
My catalogue has thousands of products. Where do I start?
The skill prioritises rather than boiling the ocean: rewrite the top 50 revenue products first, fix template-level issues once, then work down by traffic. An audit that says start here beats an audit that lists ten thousand rows.
Want the theory behind it? The Hawk Academy deep dive covers how StudioHawk runs ecommerce audits on client work.
Created by Lawrence Hitches
Chief of Staff at StudioHawk. I built this library from the processes our 120-person team runs across 500+ client campaigns. Every skill is free and MIT licensed.