How To Conduct An SEO Audit

by Tom Kotze

In the fast-paced world of digital marketing, staying on top of your website’s performance is crucial. An SEO audit is a comprehensive analysis of your website to ensure it meets the best practices for search engine optimisation.

At Contentellect, we excel at delivering quality content and powerful links, the cornerstones of any successful SEO strategy.

This article will guide you through the steps of conducting a thorough SEO audit, detailing what it involves and why it’s essential for your site’s success.

You’ll learn how to identify and fix issues, optimise user experience, and stay ahead of your competitors.

Let’s get started.

What Is An SEO Audit?

An SEO audit is a comprehensive analysis of your website to determine how well it follows best practices for search engine optimisation. It’s fundamental for understanding your site’s strengths and weaknesses.

This process involves evaluating various elements, including technical SEO, on-page SEO, off-page SEO, and overall site performance.

The main objective is to identify issues that may be preventing your site from achieving high rankings in search engine results pages (SERPs).

Why Is An SEO Audit Important?

An SEO audit is vital because it provides a clear picture of your website’s current SEO health.

By uncovering and addressing issues, you can significantly improve your site’s visibility in search engine results.

Enhanced visibility leads to a better user experience and increased organic traffic. Regular SEO audits ensure that your site remains competitive and can adapt to the frequent changes in search engine algorithms.

This proactive approach is essential for maintaining and improving your site’s ranking and overall performance.

seo audit

The Benefits Of An SEO Audit

Conducting an SEO audit is not just about identifying problems; it’s about uncovering opportunities to enhance your website’s performance and visibility. We believe that regular SEO audits are essential for maintaining a competitive edge and ensuring your website is optimised for both search engines and users.

Here are some of the key benefits of conducting an SEO audit.

Compare Your Website With Competitors

One of the primary benefits of an SEO audit is the ability to benchmark your site against your competitors. By analysing where your competitors excel and where they fall short, you can identify opportunities to outperform them in search rankings.

This competitive analysis helps you understand the gaps in your SEO strategy and informs your next steps for improvement.

Optimise Conversion Rates

An SEO audit goes beyond improving search rankings; it also enhances user experience.

By addressing technical issues, improving site speed, and ensuring mobile-friendliness, you create a seamless experience for your visitors.

This optimisation can lead to higher conversion rates as users are more likely to engage with and convert on a well-performing site.

Identify Issues Early

Regular SEO audits enable you to catch and resolve issues before they become significant problems. This proactive approach can save you from potential penalties from search engines and prevent a decline in your search rankings.

Early identification and resolution of issues ensure that your site remains healthy and competitive in the ever-changing landscape of SEO.

How To Conduct An SEO Audit

Performing an SEO audit is a meticulous process that involves various steps to ensure your website is fully optimised for search engines. We have honed our expertise in SEO, content marketing, and Google Analytics to help you achieve superior results.

Here’s a detailed guide on how to conduct a thorough SEO audit.

seo audit

1. Run A Site Crawl

Start by running a site crawl using tools like SEMrush, Ahrefs, or Screaming Frog. These tools can help you gain a comprehensive overview of your site’s health.

A site crawl identifies critical issues such as broken links, duplicate SEO content, and missing meta tags, providing insights essential for optimising your website.

By addressing these issues promptly, you can enhance the user experience and improve your site’s performance in search engine rankings. Regular site crawls are integral to maintaining a healthy, efficient website that meets SEO best practices and adapts to evolving search engine algorithms.

2. Check For Duplicate Versions Of Your Site

Ensure that your site isn’t accessible via multiple URLs, such as with and without “www” or “http” and “https”.

Use canonical tags to specify the preferred version of your URL to avoid duplicate content issues. This helps search engines understand which version of your site to index.

3. Check For Manual Actions

Log into Google Search Console to check for any manual actions imposed by Google. Manual actions can severely impact your site’s rankings, so it’s important to address any issues immediately. This step ensures that your site complies with Google’s guidelines.

4. Find And Diagnose Indexability Issues

Ensuring all important pages on your site are indexed by search engines is crucial for visibility. Prioritise checking the Index Coverage report in Google Search Console to identify and fix any indexing issues.

This report highlights errors and warnings, such as pages blocked by robots.txt or those with noindex tags, that prevent your content from appearing in search results. Proper indexability is essential for maximising your site’s presence on SERPs.

By addressing these issues promptly, you ensure that your valuable content is discoverable by both search engines and users, leading to improved rankings and traffic.

SEO audit

5. Check For Mobile-Friendliness Issues

With mobile traffic accounting for a significant portion of web traffic, it’s essential that your site be mobile-friendly. We recommend using Google’s Mobile-Friendly Test tool to identify and resolve any issues.

This tool highlights problems such as text that’s too small to read, clickable elements that are too close together, and content that’s wider than the screen.

A mobile-friendly site not only enhances the user experience but also positively impacts your search engine rankings.

Google prioritises mobile-friendly websites, making this step crucial for staying competitive in SERPs. Ensuring your site is optimised for mobile can lead to increased user engagement and higher conversion rates.

6. Analyse Your Site’s Speed

Site speed is a crucial ranking factor. Use tools like Google PageSpeed Insights and GTmetrix to analyse your site’s speed and get recommendations for improvement.

Faster sites provide a better user experience and are favoured by search engines.

7. Analyse Your Core Web Vitals

Core Web Vitals are a set of metrics related to speed, responsiveness, and visual stability. Use Google Search Console and PageSpeed Insights to assess your Core Web Vitals and make necessary improvements. These metrics are increasingly important for SEO.

8. Analyse Your Internal Links

Internal links aren’t just pathways that guide users through your website; they also allow search engines to navigate and understand the structure of your site.

These links are pivotal in establishing site architecture and spreading link equity (ranking power) throughout your website.

When conducting an SEO audit, it’s crucial to analyse your internal linking to ensure that every page is strategically connected to others, enhancing the discoverability of even the most deeply buried pages.

This process involves checking that your most important pages are prominently linked from your homepage or main navigation menus, which can significantly impact their visibility and authority.

website backlink audit

Furthermore, an effective internal linking strategy ensures that no critical pages are orphaned—meaning every page should be accessible through at least one internal link. This not only boosts SEO performance but also improves user engagement by providing them with more pathways to relevant content, which can increase the time they spend on your site and reduce bounce rates.

By strengthening your internal links, you support your SEO efforts, making it easier for search engines to crawl and index your pages efficiently. This strategic approach is integral to elevating your overall site performance.

9. Check Your Organic Traffic

Analyse your organic traffic using Google Analytics. Look for trends and patterns that can inform your SEO strategy, and identify any sudden drops that may indicate underlying issues.

Understanding your traffic helps tailor your SEO strategy to your audience’s needs.

10. Benchmark Against Your Competitors

Use tools like Ahrefs and SEMrush to compare your site’s performance with that of your competitors.

Analyse their backlink profiles, top-performing content, and keyword rankings to identify areas for improvement. This competitive analysis helps you stay ahead in your industry.

11. Find Keywords You’re Missing Out On

Conduct keyword research to find valuable keywords your site isn’t currently targeting. Use tools like Ahrefs, SEMrush, and Google Keyword Planner to identify these opportunities.

Targeting new keywords can expand your reach and attract more organic traffic.

12. Find Missed Backlink Opportunities

Backlinks are a key ranking factor. Use SEO backlink services to find sites that link to your competitors but not to you, and develop a strategy to acquire these links.

Building a strong backlink profile can significantly boost your site’s authority and rankings.

seo audit

13. Audit And Improve Your Top Pages

Identify your top-performing pages and ensure they are fully optimised. Look for opportunities to update content, improve on-page SEO, and improve user experience.

Regularly updating your top pages keeps them relevant and valuable to your audience.

14. Monitor Your Rankings

Regularly track your keyword rankings using tools like SEMrush and Ahrefs. Monitoring your rankings helps you understand the efficacy of your SEO efforts and adjust your strategy as needed.

When Should You Perform An SEO Audit?

An SEO audit should be conducted at strategic points to ensure your website remains aligned with the best SEO practices and continues to perform optimally.

Whether you’re launching a new SEO strategy, responding to a Google update, or experiencing changes in your rankings, timely audits can provide crucial insights and direction.

This section will explore the key moments when an SEO audit is most beneficial, helping you to maintain and enhance your site’s effectiveness in the dynamic landscape of search engine optimisation.

When Outlining Your SEO Strategy

When launching a new SEO strategy, performing an initial SEO audit is crucial. At Contentellect, we stress the importance of this step as it provides a comprehensive baseline from which all future efforts are measured.

This audit is instrumental in mapping out the current landscape of your website’s SEO health, pinpointing strengths, weaknesses, and immediate areas for improvement.

website backlink audit

It also allows you to pinpoint the areas that need the most attention—whether it’s enhancing site speed, improving the mobile experience, or updating content for better keyword optimisation.

You are then able to allocate resources—be it time, budget, or manpower—to the areas where they will make the most impact. This strategic approach ensures that every effort is maximised for optimal SEO results, leading to a better return on investment and a stronger online presence.

When Redesigning Or Migrating A Website

Before redesigning or migrating your website, it’s essential to conduct an SEO audit to identify any possible issues that could arise during the process.

This proactive approach helps prevent the loss of rankings and traffic. An audit can reveal critical SEO considerations that need to be addressed to maintain your site’s health through the transition.

Following A Core Google Update

After a core Google update, it’s crucial to perform an SEO audit to understand how these changes have affected your site’s visibility and performance. As Google’s algorithm updates can significantly alter the search landscape, and can impact your website’s ranking and traffic.

An SEO audit post-update also allows you to assess whether your site’s content, structure, and SEO practices align with the new algorithm criteria.

website backlink audit

By realigning your strategies with the latest SEO principles, you ensure that your site not only remains compliant but also capitalises on new opportunities to enhance performance.

Conducting these audits routinely after major updates is part of our strategic approach to SEO management, ensuring that your digital presence is robust and reactive to the ever-evolving rules of search engines.

After A Sudden Loss Of Rankings

If you experience a sudden drop in rankings, an SEO audit is crucial to diagnose the underlying causes. This audit provides insights into what went wrong and how to rectify the issues. Understanding the root cause is essential for effective recovery and preventing future declines.

Our deep understanding of SEO dynamics, supported by data-driven insights and industry best practices, positions our team to guide you through these critical checkpoints effectively.

Regularly scheduled SEO audits aren’t just recommended; they are necessary for maintaining a competitive edge in the ever-evolving landscape of search engine optimisation.


Throughout this detailed guide, we’ve walked you through the comprehensive steps required for a successful SEO audit. From initiating a site crawl to evaluating internal links and assessing mobile-friendliness, each step plays a crucial role in optimising your website’s performance and ensuring it meets current SEO standards.

Regular SEO audits are vital for identifying issues before they impact your rankings and for keeping pace with the constantly evolving search engine algorithms.

To elevate your website’s SEO and enhance its overall health, consider partnering with experts who can streamline this complex process.

Visit Contentellect to discover how our tailored SEO services can help you achieve sustained, measurable growth and a strong competitive edge in the digital marketplace. Let us help you refine your SEO strategy and drive better results.

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Tom Kotze

Tom is an experienced copywriter and content marketer. He has been writing for Contentellect since 2018, and has covered every niche under the sun. Tom has a hospitality background and was a restaurateur/coffee shop owner before starting his content marketing career.

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