How do you perform a technical SEO audit for an e-commerce site?

Performing a technical SEO audit for an e-commerce site involves several steps. Here's a general outline of the process:

1. Crawl the site: Use a web crawler tool such as Screaming Frog, Sitebulb, or DeepCrawl to crawl the entire site and identify any technical issues, such as broken links, duplicate content, and missing meta tags.
2. Check site speed: Site speed is a critical ranking factor, and slow-loading pages can negatively impact user experience and conversion rates. Use tools like Google PageSpeed Insights or GTmetrix to check the site's speed and identify areas for improvement.
3. Analyze site architecture: A well-organized site architecture can help search engines understand the site's content and improve its visibility in search results. Check the site's hierarchy, categorization, and internal linking structure to ensure it's optimized for search engines.
4. Review mobile optimization: With the increasing use of mobile devices, it's essential to ensure that the site is optimized for mobile users. Use tools like Google's Mobile-Friendly Test to check the site's mobile optimization and identify any issues.
5. Check for structured data: Structured data helps search engines understand the site's content and can improve its visibility in search results. Use tools like Google's Structured Data Testing Tool to check for the presence of structured data and ensure it's correctly implemented.
6. Analyze backlinks: Backlinks are an important ranking factor, and a strong backlink profile can help improve the site's visibility in search results. Use tools like Ahrefs or Moz to analyze the site's backlinks and identify any opportunities for link building.
7. Check for broken links: Broken links can negatively impact user experience and search engine rankings. Use a tool like Screaming Frog to identify any broken links and ensure they're fixed or removed.
8. Review XML sitemap: An XML sitemap helps search engines understand the site's structure and can improve its visibility in search results. Use a tool like Google Search Console to review the site's XML sitemap and ensure it's correctly implemented.
9. Check for duplicate content: Duplicate content can negatively impact search engine rankings. Use a tool like Siteliner to identify any duplicate content and ensure it's rewritten or removed.
10. Analyze keyword usage: Keyword usage is an important ranking factor, and using the right keywords in the right places can help improve the site's visibility in search results. Use a tool like Google Keyword Planner to analyze the site's keyword usage and ensure it's optimized for search engines.

By following these steps, you can identify and address any technical SEO issues on an e-commerce site and improve its visibility in search results.