Shopify audit — SEO, performance, conversion, AI visibility
A fixed-scope diagnostic covering technical SEO, site speed, conversion architecture, store structure and AI visibility. Three tiers from £600 (~$750). Delivered in 3–8 working days. One senior operator, the same person from review to recommendation.
The diagnosis gap
A PageSpeed report or a crawler audit produces 150 line items with no ranking. Useful as raw data, weak as a brief.
Most Shopify agency audit pages ask you to "get in touch" before showing what the work is, how long it takes, or what it costs. That makes comparison impossible.
The audit you actually need is one a senior operator has reviewed end-to-end, prioritised against your commercial situation, and written so a developer can act on it directly.
What the audit covers
Every audit assesses the same four areas. The tier determines depth and what you receive at the end. These are the disciplines most premium D2C Shopify stores are losing organic and conversion performance to right now.
Canonical errors on filtered collection URLs, indexation health, redirect logic, sitemap submission and metadata quality. Most Shopify stores have canonical issues on /collections/ + filter combinations that silently suppress organic traffic — a performance-heavy D2C store is often most affected.
App bloat from trial-period installs never removed. LCP failures from image-heavy hero sections loading full-resolution files. CLS from lazy-loaded content shifting the page during scroll. A slow store loses rankings and ad efficiency at the same time.
Collection page structure, product page hierarchy, CTA placement, trust signal positioning and checkout friction. For premium D2C specifically: whether the brand quality you have invested in the photography is being carried through technically — or whether buyers are reaching an unclear add-to-cart and leaving.
Navigation logic, internal linking from key pages, content gaps in collection and product pages, keyword targeting in on-page copy. A store that looks premium but has structurally thin content is invisible to search.
Three audits — one per situation
Most stores have all four problems at once: slow pages, weak SEO, friction in the conversion path, thin content. But usually one is costing the most right now. These three audits reflect that — each covers the same four areas; the tier determines where the assessment goes deepest, and what you get at the end.
£600(~$750)
3 working days
Your store is getting traffic. It is not converting at the rate it should. Something is breaking the path from landing to purchase, but you do not know exactly where.
Right for: brands running paid acquisition with flat CVR, stores post-redesign that saw sales drop, brands preparing to scale spend.
The £600 fee is credited in full against any project within 90 days.
£1,200(~$1,500)
5 working days
Your store is not getting found. Organic traffic is flat or non-existent. You are paying for every visitor because you have no organic foundation.
Right for: stores dependent on paid traffic with minimal organic, brands who lost rankings in a redesign, stores with strong products but weak search presence.
The £1,200 fee is credited in full against any project within 90 days.
£2,200(~$2,750)
8 working days
You are about to invest seriously in your store — a rebuild, a replatform, a major SEO or paid acquisition push. You need to know exactly what you are working with before you brief.
Right for: brands preparing for a rebuild or replatform, stores before a major paid acquisition investment, any brand wanting the full picture before deciding where to start.
The £2,200 fee is credited in full against any project within 90 days.
Not sure which fits? Start with the Conversion Audit if traffic is there and CVR is low. Start with the Visibility Audit if organic is flat or absent — this is where most brands start. Go straight to the Full Diagnostic if you are planning a rebuild and want the audit to become the brief.
What audits typically reveal
Not case studies. Observations from the work — the structural issues that come up again and again in stores between £500k and £10m in revenue.
Most stores have 3–8 apps installed during trial periods that were never deactivated. Each loads scripts on every page view. It is common to find 300–600ms of load time sitting in unused third-party calls before a visitor has seen a single product image.
A gifting brand structured by material. A fashion brand organised by fit type. These make sense internally but are invisible to how buyers search. Traffic that should land on /collections/for-him or /collections/under-50 is going nowhere — those pages do not exist.
Shopify's default URL structure for filtered collections generates duplicate canonical signals across tens or hundreds of non-indexable pages. This silently dilutes the equity that should be concentrated on the pages that rank. One of the most common issues in stores built on standard themes without custom SEO work.
Beautiful writing. Weak structure. No H-tags. No keyword targeting. No answer to the question a buyer types into Google before they buy. The brand trust is there — the organic findability is not.
Every store is different. The audit surfaces what is specific to yours — not a generic checklist applied uniformly.
How the audit runs
The process is the same across all three tiers. The deliverable depth changes; the path to it does not.
Submit your store URL and a two-minute note on what is not working. No discovery call required.
I confirm within one working day, then start the assessment. Read-only GA4 access is helpful but not required.
PDF or Notion doc, structured into fix now / fix next / long-term. Specific recommendations a developer can act on.
Talk through findings and priorities. Or just take the report and act on it — no upsell built into the process.
Who this is for
The audit is not a generic Shopify health check. It is calibrated for a specific buyer.
Premium D2C brands in fashion, accessories, interiors, gifting, beauty, wellness or home goods that have outgrown a basic theme install.
Founder-led stores running paid acquisition and not seeing the organic or on-site returns the spend should be generating.
Brands preparing for a store redesign or replatform — the audit de-risks the brief before a larger spend.
Stores that suspect the Shopify setup is leaving organic traffic on the table but cannot identify exactly where.
Not for marketplaces, dropshippers or Shopify Plus enterprise teams who need a department.
Not a full-service agency with account managers, handoffs and a retainer stack.
Operator-led, not team-delivered
Treff Labs Studio is a London-based studio with deep experience across luxury D2C, Shopify development and ecommerce strategy. The audit is delivered by the same senior operator from the first review through the written findings — no junior analyst, no account manager, no handoff. Decisions stay close to product, margin, traffic, trust and conversion because the years that shaped this practice were spent running a brand, not servicing one.
AI and LLM Visibility
Google rankings are no longer the only visibility metric that matters. AI search engines — ChatGPT Browse, Perplexity, Google AI Overviews, Bing Copilot — pull from the open web and favour stores that are technically clean, semantically rich and genuinely authoritative. This discipline is called Generative Engine Optimisation (GEO), and it sits naturally alongside the Shopify SEO work Treff Labs Studio already does.
What the audit checks
AI crawlers (GPTBot, Google-Extended, Anthropic-AI) need clean, pre-rendered HTML. Content buried in slow JavaScript may be skipped entirely. Checks robots.txt permissions, render speed and whether key content is in the first HTML payload.
FAQ, HowTo, Product, Organization and BreadcrumbList schema give AI models explicit question-to-answer pairs. Structured-data coverage below 80% correlates with missed citations across ChatGPT, Claude and Gemini.
LLMs favour 40-60 word answer blocks, active voice and direct definitions. Long passive paragraphs get paraphrased or dropped. Each pillar page needs a concise elevator answer above the fold that an AI can lift verbatim.
AI models build knowledge graphs from open-web co-citations. Unlinked brand mentions on Reddit, Quora, press and industry reports all feed the vectors LLMs use to verify a brand exists and can be trusted.
AI search queries are conversational, not keyword-shaped. Topic coverage must match natural-language question patterns, not just head terms. Internal links help AI models understand entity relationships across the store.
Visibility in AI engines needs active measurement. The audit benchmarks how often the brand, products and key pages are cited by ChatGPT, Perplexity and Gemini, and flags where competitors are being chosen instead.
Platforms covered
The Conversion Audit focuses on on-site CVR. Both higher tiers add the AI and LLM layer as standard.
FAQ
A few details for founders, ecommerce leads and marketing directors weighing the audit against in-house, automated tools or an agency engagement.
The tiers exist so the audit is accessible at different stages. An early brand needing one specific area looked at should not pay for a full diagnostic. A brand about to invest in a rebuild should. If you are unsure, the Visibility Audit is where most brands start.
Yes, in full. If you commission a development, SEO or performance project within 90 days of receiving your audit, the full fee is deducted from the project cost. The audit becomes the scoping document, so charging it twice would make no sense.
Automated tools flag technical signals — broken links, missing meta descriptions, slow page speeds. They do not tell you whether those issues actually matter for a premium D2C brand at your stage, or what to fix first. This audit applies operator judgement to your specific store.
A written document — PDF or Notion doc, your preference. Structured into fix now / fix next / long-term. Not a slide deck. Not an automated tool export. Designed to hand directly to a developer or act on yourself.
Conversion Audit: 3 working days. Visibility Audit: 5 working days. Full Store Diagnostic: 8 working days. Turnaround starts from when I receive your store URL and brief.
Yes. The audit is delivered digitally. US brands make up a meaningful share of enquiries and the issues I see in US D2C Shopify stores are structurally similar to UK ones. Billing is in GBP; the USD equivalent is shown at each tier.
Only if the brand fits the ICP above. The audit is calibrated for premium D2C founders, not enterprise Plus teams with internal dev resource.
Your store URL and a brief note on what you believe is not working — two or three sentences is enough. Read-only GA4 access is helpful but not required. I do not need a brief document or a discovery call before starting.
Yes. AI and LLM visibility is included as standard in the Visibility Audit and Full Store Diagnostic. The audit checks six layers: technical AI-readiness, structured data, answer-ready content, entity and brand authority, prompt-oriented topic coverage and live AI presence monitoring across ChatGPT, Perplexity, Gemini, Bing Copilot and Google AI Overviews.
Looking for the full studio?
If the audit leads to a project — a rebuild, an SEO retainer, a migration into Shopify — it stays with the same operator. Same person reviewing, same person building.
Request an audit
The audit is fixed-scope and fixed-price. The fee is credited in full against any project within 90 days. I'll confirm within one working day.