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seo audit

How To Do SEO Audit: Comprehensive Guide

One of the most effective strategies for optimizing your online presence is conducting regular SEO audits. A well-executed SEO audit can uncover hidden issues, improve search engine rankings, and boost organic traffic. 

Join seobase in this comprehensive guide as we explore what SEO audits are, why they matter, and how to perform them effectively. We'll also explore the best SEO audit tools and services available today.

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What is SEO Audit?

Before we explore the nitty-gritty of performing an SEO audit, let's start with the basics: What is an SEO audit, and why is it important?

An SEO audit comprehensively examines your website's health and performance regarding search engine optimization (SEO). It involves a thorough analysis of various on-page and off-page elements to identify strengths, weaknesses, and areas for improvement. The primary goals of an SEO audit are:

  • Identifying Issues: Pinpointing technical, content, and structural issues that hinder your website's search engine visibility.

  • Improving Rankings: Implementing changes based on audit findings to enhance your website's search engine rankings.

  • Enhancing User Experience: Ensuring your website provides visitors with a seamless and engaging experience.

Increasing Organic Traffic: Attracting more organic traffic by addressing SEO issues.

Regular SEO audits are the cornerstone of a successful online presence, as they uncover hidden issues, elevate search engine rankings, and drive organic traffic, making it a vital practice for sustained digital success.

Read: How to Conduct an Effective SEO Audit

How to Run an SEO Audit

Now that you understand the significance of SEO audits let's walk through the step-by-step process of running one:

Step 1: Define your objectives

Before you embark on an SEO audit, setting clear objectives is essential. Knowing what you want to achieve with the audit will guide your efforts and help you prioritize tasks. Here are some common goals:

  • Ranking Improvement: If your primary goal is to boost your website's search engine rankings, focus on identifying and addressing factors that directly affect rankings.

  • Traffic Increase: To increase organic traffic to your site, the audit should concentrate on improving click-through rates, optimizing content for user intent, and enhancing user experience.

  • Technical Issues: If your website experiences frequent technical issues, prioritize identifying and resolving them during the audit to enhance site performance and user experience.

  • Content Quality: If your content is not engaging or lacks relevance, concentrate on content optimization, keyword targeting, and content gaps.

  • Competitor Analysis: If you aim to outperform your competitors, conduct a competitive SEO analysis during the audit to understand where you stand in comparison and identify areas for improvement.

Step 2: Choose the right SEO audit tool

Selecting the right SEO audit tool is a crucial decision that can significantly impact the effectiveness of your audit. Let's explore some popular SEO audit tools and their key features:

  • Site Profiler from seobase: This comprehensive, user-friendly, and feature-rich tool should be your primary choice for conducting SEO audits. Its ability to provide actionable insights, competitor analysis, keyword research, and backlink analysis empowers you to optimize your website for improved search engine rankings and increased organic traffic.

  • Screaming Frog SEO Spider: This desktop application is excellent for in-depth site analysis. It crawls your website and provides detailed information about URLs, response codes, meta tags, etc. It's beneficial for identifying technical issues.

  • Google Search Console: While not a traditional audit tool, Google Search Console offers essential data directly from Google. It provides insights into your website's performance in search results, including click-through rates, indexing issues, and keyword rankings.

Remember these tools for now, but we'll also discuss each in detail later in this guide. 

Step 3: Perform a technical SEO audit

Technical SEO audit  is the foundation of your website's performance in search engines. Here's a more detailed breakdown of what to examine during this phase of the audit:

  • Crawlability and Indexability: Ensure search engines can crawl and index your site's pages. Look for blocked resources, use the "robots.txt" file to control access, and submit an XML sitemap to Google.

  • Page Speed: Optimize your website's loading times. Compress images, leverage browser caching, and minimize server response times. Tools like Google PageSpeed Insights can help you identify performance issues.

  • Mobile Friendliness: Ensure your website is mobile-responsive. Test it on different devices and use Google's Mobile-Friendly Test tool to check for issues.

  • URL Structure: Examine your URL structure to ensure it is clean, concise, and logical. Avoid long, convoluted URLs with unnecessary parameters.

  • Duplicate Content: Identify and resolve the same issues, as duplicate content can confuse search engines and affect rankings. Use canonical tags to specify the preferred version of a page.

  • Robots.txt and XML Sitemaps: Review and optimize your "robots.txt" file to control which pages search engines can crawl. Also, ensure your XML sitemap is up-to-date and submitted to Google Search Console.

Step 4: Content analysis

Content is a critical component of SEO audit. In this phase, you'll assess the quality and relevance of your website's content in more detail:

  • Keyword Analysis: Conduct thorough keyword research to identify your website's most relevant and high-impact keywords. Ensure your content is optimized for these keywords, but avoid keyword stuffing.

  • Content Quality: Evaluate the quality of your content. Is it informative, engaging, and well-written? Eliminate spelling and grammatical errors, and consider adding multimedia elements like images and videos to enhance user experience.

  • Duplicate Content: Use tools like Copyscape to identify the same content on your site and across the web. If duplicate content exists, take steps to resolve it.

  • Content Gaps: Analyze your content to identify gaps. Are there topics or keywords that your competitors cover but you are not? Creating new content to fill these gaps can attract more organic traffic.

Step 5: On-Page SEO audit

On-page SEO focuses on optimizing individual pages for better search engine rankings. Here's a closer look at what to review:

  • Meta Titles and Descriptions: Ensure each page has a unique, relevant meta title and meta description. These elements should contain target keywords and clearly describe the page's content.

  • Header Tags: Optimize header tags (H1, H2, H3, etc.) for clarity and keyword relevance. Use H1 tags for primary headings and H2/H3 tags for subheadings to create a hierarchical structure.

  • Image Optimization: Images should have descriptive alt tags. Compress images to reduce file size and improve page load times.

  • Internal Linking: Review your internal linking structure to ensure it's logical and user-friendly. Internal links help search engines discover and index content.

  • Schema Markup: Implement structured data using Schema.org markup to provide additional context to search engines. This can enhance your search results with rich snippets and improve click-through rates.

Step 6: Backlink analysis

Backlinks play a crucial role in SEO, and analyzing your backlink profile is essential for a comprehensive audit:

  • Toxic Backlinks: Identify and disavow toxic or low-quality backlinks that may harm your website's SEO. Tools like Google Disavow and third-party services can assist with this.

  • Competitor Analysis: Analyze your competitors' backlink profiles to gain insights into their link-building strategies. Identify potential opportunities for outreach and link-building. Use tools like seobase Backlink Checker to see how your competitors are doing.

  • Link-Building Opportunities: Look for websites in your niche that may be interested in linking to your content—outreach to these sites to build high-quality backlinks.

Following these steps, you can perform a pleasant and successful SEO audit. The following section will discuss tools that will empower your audit and make the process faster. 

what is seo audit

Best SEO Audit Tools and Services 

As mentioned, we briefly discussed some of the best SEO audit tools and services available. Let's provide more in-depth information about these tools and add a few extra tools that can make your audit so much easier: 

Site Profiler

Site Profiler offers a wealth of features and capabilities that make it an indispensable tool for website optimization. Here are some key reasons why it should be your primary choice for SEO audits:

  • Comprehensive Analysis: Site Profiler provides a 360-degree view of your website's health and performance. It meticulously examines various aspects, including technical SEO, on-page optimization, backlink analysis, and more, allowing you to identify strengths and weaknesses quickly.

  • User-Friendly Interface: The tool's intuitive interface ensures that even those new to SEO auditing can navigate it effectively. It presents data clearly and organized, making it easy to understand and act upon.

  • Actionable Insights: Site Profiler doesn't just highlight issues; it offers actionable insights and recommendations to help you address them effectively. This feature is invaluable for implementing changes that have a meaningful impact on your website's SEO.

  • Competitor Analysis: Gain a competitive edge by benchmarking your site against your competitors. Site Profiler's competitor analysis feature allows you to uncover opportunities, identify gaps, and fine-tune your SEO strategy accordingly.

  • Regular Updates: SEO algorithms and best practices evolve continuously. Site Profiler stays current with industry changes, ensuring your audit is relevant and practical.

When conducting comprehensive SEO audits, having the right tools at your disposal can make all the difference. Site Profiler is a top-notch choice for those seeking an all-in-one solution for their SEO audit needs.

Backlink Checker

When it comes to in-depth backlink analysis and optimizing your website's link profile, seobase's Backlink Checker is the tool you can rely on. Here are some compelling reasons why it should be your primary choice for analyzing and improving your backlink strategy:

  • Comprehensive Backlink Analysis: SEOBase's Backlink Checker extensively examines your website's backlinks. It delves into various aspects, including the quality, quantity, and relevance of your backlinks. This comprehensive view enables you to identify both strengths and weaknesses in your link profile.

  • Competitor Backlink Analysis: Gain a competitive edge by benchmarking your backlink profile against your competitors. SEOBase's Backlink Checker allows you to compare link-building strategies, uncover opportunities, and identify gaps. This valuable competitive analysis enables you to refine your SEO strategy accordingly.

  • Stay Current with SEO Trends: In the dynamic world of SEO, staying updated with algorithm changes and best practices is crucial. Backlink Checker ensures you are current with industry trends, providing your backlink audit is relevant and practical.

When optimizing your website's backlink profile, having the right tool can make a difference. Backlink Checker is the top choice for website owners and SEO professionals seeking a comprehensive, user-friendly, and actionable solution for their backlink analysis needs.

Screaming Frog SEO Spider

Screaming Frog SEO Spider is a desktop application known for its in-depth site analysis capabilities. Key features include:

  • Website Crawling: The tool crawls your website and provides detailed information about URLs, response codes, meta tags, and more.

  • Duplicate Content Detection: Identify and resolve the same content issues, which can negatively impact SEO.

  • Structured Data Testing: Check and validate structured data (Schema markup) on your website.

  • Integration with Other Tools: Screaming Frog integrates with Google Analytics, Google Search Console, and other SEO tools for enhanced analysis.

Google Search Console

While not a traditional SEO audit tool, Google Search Console provides essential data directly from Google. Key features include:

  • Performance Report: Gain insights into your website's performance in Google search results, including click-through rates, impressions, and average positions.

  • Index Coverage Report: Monitor how Googlebot crawls and indexes your website. Identify and resolve indexation issues.

  • URL Inspection Tool: Check the indexing status of individual URLs and request indexing for specific pages.

  • Sitemap Submission: Submit your XML sitemap to Google for better control over which pages are indexed.

The right tool is one of the most essential parts of a successful SEO audit. Choose the best tool now and perform your audit with ease. 

best seo audit tools

Basic SEO Audit vs. Comprehensive SEO Audit

There are two main types of SEO audits: basic and comprehensive. Understanding their differences is crucial for tailoring your approach to your website's needs.

Basic SEO Audit

A basic SEO audit is a surface-level examination of your website's SEO health. It typically includes:

  • Keyword analysis: Identifying target keywords.

  • Content review: Checking for basic optimization.

  • Backlink analysis: Identifying significant issues.

Essential audits are best suited for smaller websites with fewer complexities.

Comprehensive SEO Audit

A comprehensive SEO audit, as described in this guide, is a deep dive into all aspects of SEO. It includes:

  • Technical SEO: In-depth examination of technical issues.

  • Content analysis: In-depth content review and optimization.

  • Backlink analysis: Detailed assessment of the backlink profile.

  • Competitor analysis: Understanding your competitive landscape.

Comprehensive audits are recommended for larger websites or those with complex SEO challenges.

You know this information and your page type and can choose the best approach for your SEO audit. 

SEO Auditing Best Practices

To ensure your SEO audit is thorough and effective, follow these best practices:

  • Regular Audits: Perform SEO audits regularly to stay up-to-date with changes in search engine algorithms and website performance. Quarterly or semi-annual audits are often recommended.

  • Prioritize Issues: Address critical issues, such as technical problems or high-priority content improvements. Prioritization ensures that you focus on the most impactful changes.

  • Stay Informed: Keep up with industry trends and SEO news to adapt your strategies accordingly. Search engine algorithms evolve, so staying informed is vital.

  • Benchmarking: Compare your website's performance to industry standards and competitors. Benchmarking helps you identify areas where you can improve and sets realistic goals.

  • Track Progress: Monitor the impact of changes made after the audit to gauge improvements. Use analytics tools to measure changes in organic traffic, rankings, and user engagement.

Use the best practices and see how your SEO strategy will transform for the better. 

basic seo audit


A comprehensive SEO audit is a multifaceted process requiring attention to detail and a deep understanding of various SEO elements. Following these detailed steps and best practices, you can identify and address issues, optimize your website, and improve your search engine rankings and organic traffic. 

Remember, SEO audits are ongoing, and regular assessments are crucial to maintaining a solid online presence.

Stay tuned with seobase to improve your SEO efforts!

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