What is an SEO Audit and How to Conduct One?

By in SEO: Search Engine Optimization,

What is an SEO Audit?

An SEO audit is a comprehensive evaluation of a website’s search engine optimization (SEO) performance. It involves analyzing various factors that affect a website’s visibility in search engine results pages (SERPs) and identifying areas that need improvement. Conducting an SEO audit is crucial for businesses that want to improve their online presence, increase traffic, and generate more leads and sales.

Why is an SEO Audit Important?

Importance of Conducting an SEO Audit

Conducting an SEO audit provides valuable insights into a website’s performance and helps identify areas that need improvement. It helps businesses to optimize their website for search engines, improve their online visibility, and attract more organic traffic. An SEO audit also helps to identify technical issues that could be affecting a website’s performance, such as broken links, slow page speed, and mobile responsiveness issues.

How do You Prepare an SEO Audit?

Preparing for an SEO Audit

Before conducting an SEO audit, it is essential to identify the goals and objectives of the audit. This helps to focus the audit on areas that are most important to the business. Establishing a baseline is also crucial, as it provides a starting point for measuring the success of the audit.

How do You Perform an SEO Audit?

Conducting an SEO Audit

An SEO audit typically involves three main areas: technical SEO, on-page SEO, and off-page SEO. In addition, local SEO is becoming increasingly important for businesses that have a physical presence.

Technical SEO

Technical SEO involves analyzing the technical aspects of a website that affect its visibility in search engine results pages. Some of the factors to consider during a technical SEO audit include:

1. Website structure and architecture – Ensure that the website is structured in a way that is easy for search engines to crawl and index.
2. URL structure – Check that URLs are descriptive and contain relevant keywords.
3. Site speed – Ensure that the website loads quickly, as slow loading times can negatively impact SEO.
4. Mobile responsiveness – Check that the website is optimized for mobile devices, as mobile-friendliness is a ranking factor for search engines.
5. Indexing status – Ensure that all pages on the website are indexed by search engines and that there are no crawl errors.

On-page SEO

On-page SEO involves analyzing the content and structure of individual pages on a website. Some of the factors to consider during an on-page SEO audit include:

1. Keyword research and analysis – Identify relevant keywords and ensure that they are used appropriately throughout the content.
2. Content analysis – Evaluate the quality and relevance of the content on each page.
3. Meta tags and descriptions – Ensure that meta tags and descriptions are optimized for search engines and contain relevant keywords.
4. Headers and subheaders – Check that headers and subheaders are used correctly and contain relevant keywords.
5. Internal linking structure – Ensure that internal links are used appropriately and that they help to improve the user experience.
6. Image optimization – Optimize images for search engines by using descriptive file names and alt tags.

Off-page SEO

Off-page SEO involves analyzing factors that are outside of a website’s control but can still impact its search engine visibility. Some of the factors to consider during an off-page SEO audit include:

1. Backlink profile analysis – Analyze the quality and quantity of backlinks pointing to the website.
2. Social media presence – Evaluate the business’s social media presence and its impact on SEO.

Local SEO

Local SEO involves optimizing a website for local search queries. Some of the factors to consider during a local SEO audit include:

1. Google My Business optimization – Ensure that the business’s Google My Business profile is complete and accurate.
2. Local citation analysis – Analyze the business’s local citations to ensure that they are accurate and consistent.

Analyzing Results and Taking Action

After conducting an SEO audit, it is essential to analyze the results and prioritize recommendations based on their impact on the business’s goals and objectives. Once the recommendations have been prioritized, it is crucial to implement changes and monitor the results to measure the success of the audit.


Conducting an SEO audit is crucial for businesses that want to improve their online visibility, attract more organic traffic, and generate more leads and sales. By following the steps outlined in this guide, businesses can conduct a comprehensive SEO audit and take action to improve their website’s performance. Remember to analyze the results and prioritize recommendations based on their impact on the business’s goals and objectives.

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About Denver SEO Expert Consultant John Vargo

Denver SEO expert John Vargo is an online marketing professional with 25+ years’ experience in digital marketing and search engine optimization with proven results achieving top search engine rankings and improving website engagement and conversion. Vargo was awarded 2019 Top SEO Consultants in the U.S. Learn more about John Vargo.

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