Walk me through how you would perform a technical SEO audit for a large e-commerce site like Shopee.

Situation

In my previous role as a junior SEO associate for a local online retailer, our site had been experiencing a sudden drop in organic traffic and a spike in 404 errors.

Task

I needed to identify and resolve the technical issues causing the traffic loss, particularly focusing on crawl errors and page speed.

Action

I started by exporting all crawl errors from Google Search Console, categorizing them by type (404s, soft 404s, redirect loops). Then I used Screaming Frog to crawl the entire site and cross-reference the errors. I created a spreadsheet listing every broken URL, its source, and recommended a 301 redirect or a removal. For page speed, I ran a Core Web Vitals report on key product listing pages and identified that large, unoptimized images were the main culprit.

Result

After implementing the redirects and compressing the images, our crawl error count dropped by 85% and the site's Largest Contentful Paint score improved by 30%, which helped recover 20% of our lost organic traffic within a month.