SEO Audit 101: A Step-by-Step Process for Evaluating Website Health

financial, analysis, accounting-4560047.jpg

If you run a website, chances are you want it to rank highly in search engines like Google. But how do you really know if your site’s search engine optimization (SEO) is up to par? This is where an SEO audit comes in.

An SEO audit is a comprehensive analysis and evaluation of all the factors that impact a website’s search engine visibility and performance. It provides a detailed examination of both on-page and off-page elements that affect rankings and search traffic.

Some key components of an effective SEO audit include:

  • Technical factors – evaluating site speed, mobile optimization, proper indexing, and other technical elements.
  • On-page optimization – analyzing title tags, meta descriptions, content, URL structure and more.
  • Link building and off-page SEO – looking at the quality and quantity of external links pointing to the site.
  • Keyword research – determining which terms and phrases are most relevant to target.
  • Competitive analysis – comparing your site against top-ranking competitors.
  • Performance metrics – reviewing search traffic, rankings, and conversion rates.

Conducting regular SEO audits is crucial for identifying areas of improvement and then making the necessary adjustments to boost search visibility over time. They help ensure your SEO strategy stays on track and that your site remains competitive in the increasingly crowded online landscape.

What is an SEO audit?

An SEO audit is a detailed analysis of a website’s performance in search engines. It typically includes an assessment of the website’s technical SEO, on-page SEO, and off-page SEO.

Technical SEO refers to the factors that affect a website’s ability to be indexed and ranked by search engines. These factors include the website’s code, structure, and loading speed.

On-page SEO refers to the factors that affect a website’s ranking for specific keywords. These factors include the website’s content, title tags, meta descriptions, and internal linking.

Off-page SEO refers to the factors that affect a website’s ranking based on the number and quality of backlinks it receives from other websites.

Why it’s Important to Run an SEO Audit

There are many reasons why it is important to run an SEO audit. For example, an audit can help you:

  • Identify technical errors that are preventing your website from being indexed by search engines
  • Find keyword opportunities that you are not currently capitalizing on
  • Improve your website’s content to make it more search engine friendly
  • Build backlinks to your website from other high-quality websites

By identifying and fixing these issues, you can improve your website’s SEO and boost your ranking in search results.

The Benefits of Running an SEO Audit

There are many tangible benefits to running periodic SEO audits. Some of the most common and impactful benefits include:

Improved website ranking in search results

One of the most obvious benefits of running an SEO audit is that it can help you to improve your website’s ranking in search results. This is because an audit will identify any issues that are preventing your website from being indexed and ranked by search engines. Once you have fixed these issues, your website will be more likely to appear in the top results for relevant search queries.

Increased website traffic

Another benefit of running an SEO audit is that it can help you to increase your website traffic. This is because a well-optimized website will attract more visitors from search engines. As a result, you will see an increase in the number of people who visit your website, which can lead to increased sales and leads.

Increased brand awareness

In addition to increasing website traffic, an SEO audit can also help you to increase brand awareness. This is because when your website appears more prominently in search results, more people will see your brand name. As a result, your brand will become more familiar to potential customers, which can lead to increased sales and leads.

Increased sales and leads

The ultimate goal of any SEO audit is to increase sales and leads. By improving your website’s ranking in search results, increasing website traffic, and increasing brand awareness, you will be more likely to attract more visitors to your website. And when you have more visitors to your website, you will be more likely to convert those visitors into sales and leads.

By taking the time to understand current SEO health and making the recommended fixes and optimizations, websites can reap significant rewards. Increased visibility drives more qualified traffic and brand exposure, ultimately leading to business growth in the form of sales, leads and revenue.

Steps To Doing a Site Audit

Once you have gathered your auditing tools and developed an understanding of your website’s goals and target audience, you’re ready to dive into the SEO audit itself. This comprehensive analysis involves working through several key phases, including:

Now we can go into the detailed steps:

Step 1: Gather your tools

An SEO audit requires having the right tools to analyze all aspects of a website’s search visibility. Some key tools you’ll need include:

  • SEO crawlers – Crawling tools like Screaming Frog allow you to crawl a site to identify technical SEO issues. Look for crawl errors, duplicate content, meta tag issues, etc.
  • Page speed testers – Use tools like Pingdom or WebPageTest to gauge your site’s loading speeds. Site speed is a ranking factor.
  • Backlink analysis – Tools like Ahrefs, SEMRush and Moz provide backlink data to assess your external linking strategy.
  • Keyword research – Keyword planners like Google’s help uncover target keyword opportunities to focus your optimization efforts.
  • Rank tracking – Software like SEMrush, Moz and Sensor Tower track keyword ranks over time to measure performance.
  • HTML editor – An editor like NotePad++ allows you to view page source code to analyze on-page elements.
  • Accessibility checkers – Test site accessibility with tools like WAVE and SiteImprove to improve SEO.
  • Competitive analysis – Compare your site to competitors using tools like SEMrush and Ahrefs to identify gaps.

The specific tools you choose will depend on your budget, goals, and technical expertise. Select tools that provide the data you need most to evaluate your site’s current SEO health and uncover areas needing improvement. Using the right tools is key to performing a comprehensive audit.

Step 2: Understand your website

Before diving into the technical audit, it’s important to start by understanding your website’s purpose, target audience, and goals. Ask yourself:

What are your website’s goals?

What do you want to achieve with your website? Do you want to generate leads, increase sales, or build brand awareness? Once you know your website’s goals, you can start to identify the SEO metrics that are most important for you.

What are your target keywords?

What keywords do you want your website to rank for? These are the keywords that people will use to search for your website on Google and other search engines. Once you know your target keywords, you can start to optimize your website’s content and structure for those keywords.

What is your current SEO performance?

How is your website currently performing in search results? You can use a variety of tools to track your website’s SEO performance, such as Google Search Console and Ahrefs. This will help you to identify the areas where your website is performing well and the areas where you need to improve.

Here are some tips for understanding your website:

  • Review your website’s analytics data. This will give you insights into how people are finding your website and what pages they are visiting.
  • Use a keyword research tool to identify your target keywords. This will help you to understand the competition for those keywords and the search volume for those keywords.
  • Check your website’s backlink profile. This will give you insights into the websites that are linking to your website and the quality of those links.

Having a solid understanding of your website’s purpose, audience, and goals provides the necessary context for your technical SEO audit and subsequent recommendations. Always view optimization through the

Step 3: Run a technical SEO audit

The technical SEO audit is an important part of any SEO audit. It involves checking for crawlability and indexability issues, technical errors, mobile-friendliness, and security issues.

Crawlability and indexability

The first step in the technical SEO audit is to check for crawlability and indexability issues. This means making sure that search engines can crawl and index your website properly.

There are a number of things you can do to check for crawlability and indexability issues, including:

  • Using a site crawler to crawl your website and identify any errors
  • Checking your robots.txt file to make sure that it is not blocking any important pages
  • Checking your sitemap to make sure that it is up-to-date and accurate

Technical errors

The next step in the technical SEO audit is to check for technical errors. This includes checking for things like:

  • 404 errors
  • Broken links
  • Duplicate content
  • Slow loading pages


In recent years, mobile search has become increasingly important. This means that it is essential for your website to be mobile-friendly.

There are a number of things you can do to check for mobile-friendliness, including:

  • Using a mobile-friendly test tool to check your website
  • Making sure that your website’s layout and content are optimized for mobile devices

Security issues

Finally, you should also check for security issues. This includes things like:

  • Outdated software
  • Insecure passwords
  • Malicious code

Step 4: Run an on-page SEO audit

The on-page SEO audit focuses on the optimization of content and structure of the pages themselves. Key elements to analyze:

  • Title tags and meta descriptions – Check that each page has unique, keyword-rich titles and meta descriptions that accurately summarize the content. These impact click-through rates and rankings.
  • Keyword usage – Scan content to ensure target keywords are used appropriately throughout each page. Check keyword density for over-optimization.
  • Content quality – Assess whether content provides value, depth and useful information to users. Higher-quality content tends to rank better.
  • Image optimization – Confirm images have descriptive alt text and that pages have an appropriate image-to-text ratio.
  • Headings and subheadings – Check heading tags are used properly to outline the content structure and highlight keywords.
  • Internal linking – Review site architecture and internal links to ensure optimal page connectivity and link juice flow to key pages.
  • UI and navigation – Verify site navigation is intuitive with calls-to-action to facilitate conversions.

Analyzing the content and structure of your site provides optimization opportunities to improve user experience and search visibility. Fix on-page issues first before building links to pages.

Step 5: Run an off-page SEO audit

The off-page SEO audit is an important part of any SEO audit. It involves checking for backlinks, social media presence, and brand mentions.


Backlinks are links from other websites to your website. They are an important factor in SEO, as they help to show search engines that your website is authoritative and trustworthy.

There are a number of things you can do to check your backlink profile, including:

  • Using a backlink checker tool to see how many backlinks you have
  • Checking the quality of your backlinks
  • Identifying any backlinks that may be harmful to your website

Social media presence

Social media is another important factor in SEO. Having a strong social media presence can help to drive traffic to your website and improve your website’s ranking in search results.

There are a number of things you can do to check your social media presence, including:

  • Checking how many followers you have on each social media platform
  • Checking how often you post on social media
  • Checking the engagement levels on your social media posts

Brand mentions

Brand mentions are when other websites or people mention your brand online. They are a good way to build brand awareness and drive traffic to your website.

There are a number of things you can do to check your brand mentions, including:

  • Using a brand monitoring tool to see how often your brand is mentioned online
  • Checking the quality of the brand mentions
  • Identifying any brand mentions that may be negative

The off-page audit provides a snapshot of the authority and relevance your site has earned through external signals. This allows you to develop strategies to get more high-quality sites linking back to your content.

Step 6: Create an action plan

Once you have identified the issues with your website’s SEO, you need to create an action plan to fix them.

Identify the most important issues

The first step is to identify the most important issues. This means prioritizing the issues that will have the biggest impact on your website’s SEO.

Prioritize your fixes

Once you have identified the most important issues, you need to prioritize your fixes. This means deciding which issues you need to fix first and which ones you can fix later.

Create a timeline for implementation

Finally, you need to create a timeline for implementation. This means setting deadlines for yourself so that you can track your progress and make sure that the changes are implemented in a timely manner.

Here are some tips for creating an action plan:

  • Be specific. When you are identifying the issues, be as specific as possible. This will help you to prioritize the issues and create a more effective action plan.
  • Be realistic. When you are setting deadlines, be realistic about how long it will take you to fix the issues. This will help you to avoid setting unrealistic expectations and becoming discouraged.
  • Be flexible. Things don’t always go according to plan, so it is important to be flexible with your action plan. If something unexpected comes up, be prepared to adjust your plan accordingly.

Here are some things to include in your action plan:

  • A list of the issues that need to be fixed
  • A priority ranking for the issues
  • A timeline for implementation
  • A list of the resources that you will need
  • A plan for monitoring your progress

Having a documented SEO audit action plan allows you to methodically work through improving your site’s visibility step-by-step. Consistent implementation and monitoring is key to seeing results over time.


In summary, an SEO audit is a crucial process for evaluating the current health and optimization status of a website. It involves a detailed analysis of both technical and content factors on-page and off-page that impact search visibility.

The audit provides a comprehensive plan of action for fixing issues preventing a site from ranking well and achieving its goals. It starts with gathering the proper crawling, speed, and link analysis tools to extract data. Auditors should understand the website’s purpose and target keywords before beginning.

The audit itself contains several phases, including a technical review for errors and speed, on-page content and structure optimization, and off-page assessment of links/citations. All issues uncovered are prioritized into an action plan for methodical implementation based on impact and resources required.

Regular audits allow sites to catch problems early before rankings decline significantly. They enable ongoing monitoring of SEO efforts and progress. For sites looking to improve their organic search performance, an audit is the critical starting point and roadmap. Consistently executing on the recommendations can help boost traffic, leads and sales over time.

Are You Ready To Thrive?

Or send us a message