In this comprehensive technical SEO audit for the Liquor Control Board of Ontario (LCBO) website, I meticulously examined various aspects of the site's technical SEO setup. My objective was to identify both strengths and areas for improvement that could enhance the website's visibility in search engine results, thereby driving more organic traffic and improving user experience.


via — BlueSky Commerce


May 2020
4 weeks


  1. Site Structure and Navigation: Examination of the LCBO’s website structure to assess its navigability and the efficiency of its internal linking strategy.
  2. Page Speed: Evaluation of the website’s loading times across multiple devices, identifying bottlenecks that could be hindering user experience and search engine crawling.
  3. Mobile Responsiveness: Analysis of the website’s performance on various mobile devices to ensure a seamless user experience, which is crucial for mobile-first indexing.
  4. On-Page SEO Elements: Review of essential on-page elements, including titles, meta descriptions, headings, and alt text for images, to ensure they are optimized for relevant keywords without over-optimization.
  5. Content Quality and Relevance: Assessment of the website’s content to identify opportunities for improvement in terms of relevance, engagement, and keyword optimization.
  6. Technical Issues: Identification of any technical issues, such as broken links, duplicate content, or improper redirects, that could negatively impact the site’s SEO performance.
  7. Backlink Profile: Analysis of the site’s backlink profile to evaluate the quality and diversity of its inbound links, which are critical for building domain authority.


The audit focused on several critical components of technical SEO, including site structure, page speed, mobile-friendliness, on-page elements, content quality, and backlink profile. I leveraged industry-standard tools and methodologies to perform a detailed analysis, ensuring every aspect of the website’s technical SEO framework was thoroughly evaluated.


Based on my findings, I proposed a series of targeted recommendations aimed at addressing the identified issues and capitalizing on opportunities to improve the LCBO website’s search engine rankings and user experience. These include enhancing site speed, improving mobile responsiveness, refining on-page SEO practices, enriching content quality, resolving technical issues, and strengthening the backlink profile.


The technical SEO audit of the LCBO website has uncovered a number of key areas where strategic improvements can significantly boost the site’s search engine visibility and user engagement. By implementing the recommended optimizations, LCBO can enhance its online presence, attract more organic traffic, and ultimately achieve its digital marketing objectives.


I’d like to present a BlueChip to Shea Shay for her exceptional work on the LCBO UI/UX Audit. Shea showed depth to her findings by thoroughly analyzing the site, design, and detail. Her analysis and report were beyond expectation and brought a new layer to the project that I believe will really resonate with the client. Not only was the work completed ahead of schedule, throughout the process she thought of ways we can utilize these efforts toward new business opportunities and bring value to existing clients. Very well done, Shea. I cannot thank you enough.

– Rachel Painter, Account Executive at BlueSky Technology

I just want to say how much of a pleasure it has been to work alongside you. Your passion for our team and our clients is so inspiring! The level of detail and proactive thinking you’ve put into this audit and everything else you do is very much appreciated! I can’t wait to see what the future holds and we are lucky to be sharing it with you. Thank you!

– Andrew Smith, UI Practice Leader at BlueSky Technology Partners
Congratulations Shea! So deserved. I echo Andrew and Rachel's accolades. You are an exceptional talent and are so appreciated for the above and beyond mentality! I just saw the report for LCBO you provided and it is exceptional. Thank you for all of your hard work and dedication. You bring a great deal to our team.
Lori Winkler

Managing Directer at BlueSky Creative