How To Do an SEO Audit?

November 13, 2023

Ever wondered why your website isn't showing up at the top of search results? You're not alone! We understand your feelings. However, here's something interesting: Ahrefs says that about 90.63% of pages get no organic traffic from Google at all!

The solution? Do a complete SEO audit on your website. Today, our comprehensive guide offers clear insights into what needs to happen, distilling our proven auditing process into straightforward steps designed to pop your business back onto Google’s radar.

So, without any further ado, let's get into it!

Key Takeaways

  • An SEO audit is a check-up on your website to see how well it works with search engines like Google.
  • Conducting an SEO audit involves steps like running a website crawl, checking for duplicate content, evaluating indexability, ensuring mobile-friendliness, benchmarking Core Web Vitals, fixing broken pages, reviewing on-page elements, reclaiming declining content, and analysing competitor keywords.
  • Tools like site audit tools, keyword research tools, competitor analysis tools, and link building tools are necessary for conducting an effective SEO audit.

What is an SEO Audit and Why is it Important?

An SEO audit is a check-up for your website. It looks at how well your site works with search engines like Google. If you want more people to find your site, an SEO audit can help.

It spots problems that may stop search engines from seeing or liking your site.

Why do we need this? A good website brings in new customers. But first, they have to find it! An SEO audit helps make sure that happens. Plus, the audit gives us tips on making the site better and stronger against competitors.

It's not just about finding issues; it's also about getting ahead in business!

Steps to Conducting an SEO Audit

To conduct an SEO audit, begin by running a website crawl to identify any technical issues that may be affecting search engine performance. Next, analyse organic traffic drops and investigate the reasons behind them.

Check for duplicate content to ensure there are no penalties from search engines. Evaluate indexability and ensure that your website is mobile-friendly. Benchmark Core Web Vitals to assess page performance, fix any broken pages, and review on-page elements for optimisation opportunities.

Additionally, reclaim declining content and analyse competitor keywords to uncover new strategies for improvement.

Run a website crawl

To start your SEO audit, the first step is to run a website crawl. This involves using special tools that scan your entire website and identify any issues or problems that may affect its visibility in search engines.

The crawl will analyse things like broken links, missing metadata, slow-loading pages, and other technical issues. By running a website crawl, you can get a clear picture of how well your site is optimised for search engines and uncover any areas that need improvement.

It's an important step in understanding the overall health of your website and ensuring it meets the best practices for SEO optimisation.

Identify organic traffic drops

To improve your website's visibility and attract more visitors, it's crucial to monitor your organic traffic regularly. Organic traffic refers to the number of people who find your site through search engines like Google.

If you notice a sudden drop in organic traffic, it could indicate potential issues with your SEO strategy or website performance. To identify organic traffic drops, you can use analytics tools like Google Analytics or SEMrush.

These tools provide insights into your website's overall traffic and the sources from which users are finding you. By analysing this data, you can pinpoint any significant decreases in organic traffic and take appropriate action to address the issue promptly.

Check for duplicates

When conducting an SEO audit for your website, it's important to check for duplicate content. Duplicate content refers to having identical or very similar content on multiple pages of your site or even across different websites.

This can negatively impact your search engine rankings as search engines prefer unique and original content. By identifying and removing duplicate content, you can improve the visibility and credibility of your website in search engine results.

Check each page of your website thoroughly to ensure that there are no instances of duplicate content present.

Evaluate indexability

To ensure that your website is being properly indexed by search engines, it's important to evaluate its indexability. This means checking if search engine crawlers can access and understand the content on your site.

One way to do this is by submitting a sitemap to search engines, which helps them discover and crawl all the pages on your website. You should also review any robots.txt files, as these can sometimes unintentionally block search engine crawlers from accessing certain parts of your site.

Additionally, make sure that there are no technical issues or errors preventing proper indexing, such as broken links or duplicate content. By evaluating the indexability of your site, you can help improve its visibility and rankings in search engine results pages.

Ensure mobile-friendliness

To make sure your website is mobile-friendly, you need to ensure that it can be easily viewed and navigated on mobile devices like smartphones and tablets. This is important because more and more people are using their mobile devices to search the internet.

If your website isn't optimised for mobile, it could lead to a poor user experience and lower rankings in search engine results.

To check if your website is mobile-friendly, you can use tools like Google's Mobile-Friendly Test or perform manual checks on different devices. Look for things like responsive design (where the layout adjusts based on screen size), easy-to-read text that doesn't require zooming, and buttons that are large enough to tap with a finger.

Benchmark Core Web Vitals

To ensure your website performs well in search engine rankings, it's important to benchmark its Core Web Vitals. These vitals measure key aspects of user experience like loading speed, interactivity, and visual stability.

By comparing your website's performance against industry standards, you can identify areas for improvement and take necessary steps to optimise your site. Monitoring Core Web Vitals regularly helps you provide a better browsing experience for visitors and boost your SEO efforts effectively.

Fix broken pages

Fixing broken pages on your website is crucial for maintaining a smooth user experience and improving your search engine rankings. Broken pages, also known as 404 error pages, can be frustrating for visitors and may impact how search engines perceive your site.

To fix broken pages, you need to regularly check for any broken links or missing content on your website. Use tools like Google Search Console or online link checking tools to identify these issues.

Once you've identified the broken pages, take immediate action to resolve them by updating the links or restoring the missing content.

By fixing broken pages promptly, you can enhance user satisfaction and ensure that search engines can crawl and index your site properly. This will result in better visibility and higher organic traffic to your website.

Check sitemap

To ensure that your website is properly indexed by search engines and all its pages are easily discoverable, it is important to regularly check your sitemap. A sitemap is like a roadmap for search engine bots, guiding them through the different pages on your site.

By checking your sitemap, you can identify any missing or broken links that may be hindering the crawling and indexing of your website. It also allows you to see if there are any unnecessary or irrelevant pages included in the sitemap that should be removed.

Verifying the accuracy of your sitemap helps improve your website's visibility and ensures that search engines can effectively crawl and index all relevant content.

Review on-page elements

Now let's take a close look at the on-page elements of your website. These are the things that you have control over and can optimise to improve your search engine rankings. Start by checking if your page titles, meta descriptions, and header tags are properly optimised with relevant keywords.

Make sure they accurately describe the content of each page.

Next, review your URL structures for each page. It's important to have URLs that are clean, descriptive, and include relevant keywords. This helps search engines understand what your page is about.

Another important element to review is your website content. Is it informative, well-written, and engaging? Ensure that you have high-quality content that provides value to your visitors.

Remove any duplicate or thin content from your site as this can negatively impact SEO.

Reclaim declining content

If you notice that some of your website's content is not doing well anymore, it's important to take action and reclaim it. You can start by analysing the performance of your declining content to understand why it's not attracting as much traffic or engagement as before.

Look for opportunities to optimise this content by updating keywords, improving its structure or design, and making it more valuable and relevant to your target audience. You may also consider promoting this content through different channels, like social media or email marketing, to give it a boost.

By reclaiming declining content, you have the potential to regain lost organic traffic and improve your overall website's visibility in search engine results.

Analyse competitor keywords

Now let's take a look at how to analyse competitor keywords. This is an important step in your SEO audit because it helps you understand what keywords your competitors are using and ranking for.

By analysing their keywords, you can identify new opportunities for your own website. Start by researching the top competitors in your industry or niche. Look at their websites and see which keywords they are targeting on their pages.

Use keyword research tools to gather data on search volume, competition level, and potential traffic for those keywords. Compare this information with your own keyword strategy and make adjustments as needed to stay competitive in the online market.

Tools Needed for an SEO Audit

To perform a thorough SEO audit, it is essential to have the right tools at your disposal. These tools include site audit tools, keyword research tools, competitor analysis tools, and link building tools.

Site audit tools

To conduct a thorough SEO audit, you'll need some helpful tools. These site audit tools can analyse your website and provide valuable insights into its performance. They can help you identify technical issues, broken links, duplicate content, and other factors that might be affecting your search engine rankings.

Some popular site audit tools include SEMrush, Moz Pro, Ahrefs, and Screaming Frog. These tools will crawl your website and provide detailed reports on areas that need improvement.

By using these site audit tools effectively, you can optimise your website for better visibility in search engine results pages (SERPs) and drive more organic traffic to your business.

In addition to site audit tools specifically designed for SEO analysis, you might also find it useful to incorporate keyword research tools, competitor analysis tools, and link-building tools into your SEO audit process.

Keyword research helps you understand what terms people are using to find businesses like yours online so that you can optimise your content accordingly. Competitor analysis allows you to assess how well other businesses in your industry are performing in search engines so that you can learn from their strategies.

Keyword research tools

To conduct a successful SEO audit for your website, it's important to use keyword research tools. These tools help you identify the keywords that people are using to search for products or services in your industry.

By understanding these keywords, you can optimise your website content and meta tags to rank higher in search engine results pages. Keyword research tools also provide data on search volume and competition, allowing you to choose the most relevant and effective keywords for your business.

With this information, you can develop an SEO strategy that targets the right audience and drives organic traffic to your website.

Competitor analysis tools

Competitor analysis tools are essential for understanding your competition and improving your SEO strategy. These tools help you identify the keywords that your competitors are ranking for, which can give you insights on how to optimise your own website.

They also provide information on their backlinks, so you can identify potential websites to reach out to for link-building opportunities. By analysing your competitors' online presence, you can gain a competitive edge and improve your search engine rankings.

So make sure to use competitor analysis tools as part of your SEO audit process.

Link-building tools

To improve your website's visibility and ranking on search engines, it's important to engage in link building. Link-building tools can help you with this process by identifying relevant websites that you can reach out to for potential backlinks.

These tools can also assist you in analysing your competitors' backlink profiles and finding opportunities for guest posting or content collaboration. By using link-building tools, you can enhance your website's authority and increase its chances of appearing higher in search results.

Wrap-Up and Next Steps

Now that you have learned how to conduct an SEO audit for your website, it's time to wrap up and take the next steps. By following the steps outlined in this blog post, you can ensure that your website is optimised for search engines and will rank higher in search results.

In conclusion, a thorough SEO audit is crucial for improving your website's visibility and attracting more organic traffic. It allows you to identify any issues or areas of improvement, such as duplicate content or broken pages, that could be affecting your site's performance.

Additionally, using the right tools for keyword research and competitor analysis can help you stay ahead of the competition.

Moving forward, make sure to regularly review and update your SEO strategy based on the findings from the audit. Continuously optimising your website's technical aspects, content quality, and off-page factors will keep it in line with current best practises.

Remember that search engine optimisation (SEO) is an ongoing process that requires regular attention to maintain high rankings.

By implementing these tips and taking action based on your SEO audit results, you'll be well on your way to improving your website's visibility and attracting more valuable organic traffic from search engines like Google.


In conclusion, conducting an SEO audit is vital for improving your website's performance in search engines. By following the steps outlined in this blog post and using the right tools, you can identify areas for improvement and optimise your site for better visibility and rankings.

So, don't forget to regularly review and update your SEO strategy to stay ahead of the competition.

Frequently Asked Questions

What is an SEO audit?

An SEO audit is a check for your website. It looks at site architecture, content, tags, and page speed to see if they follow the best practises of search engine optimisation.

How do I do an on-page and Offpage SEO audit?

For an on-page SEO audit, you look at your own site's content and design. For an off-page SEO audit, you look at backlinks from other sites.

What is in an SEO website audit checklist?

A checklist for a search engine optimisation audit includes checks for site layout, how fast pages load, how well tags are used, and an analysis of backlinks.

What can I learn from a technical SEO audit?

Technical SEO audits help you find faults that prevent your web pages from ranking highly in searches. The report will tell you what needs fixing.

How does content optimisation tie into my website audit?

Content must add value to readers, so as part of your website evaluation for search engine optimisation, it’s important to verify whether content meets this goal or not, which in turn aids in optimising it further.

How often should I conduct an SEO website audit?

It's recommended to conduct an SEO website audit periodically, ideally at least once every quarter or whenever there are significant changes to your website. Regular audits help you stay updated with evolving SEO best practises and ensure your site maintains its search engine visibility.

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*FYI, parts of this blog post were drafted by artificial technlogy. But rest assured, it's been thoroughly researched, edited, reviewed and me & my team.
Author Fahad Zahid
Co-Founder @ Social Gravity

As a passionate Digital Marketer & YouTuber, Fahad Zahid, co-founder of Social Gravity, is known for helping home service & construction companies shine on the web with Paid Advertisement & SEO.

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