An SEO audit is like a health check for your website. It helps you find and fix issues that could hurt your search rankings, traffic, and conversions. Here’s a quick summary of the 5 steps to perform an SEO audit:
- Check Technical SEO Basics: Fix crawl errors, improve mobile-friendliness, and optimize Core Web Vitals.
- Review On-Page SEO: Optimize titles, meta descriptions, headings, and internal links.
- Check Content Quality: Update outdated content, expand thin pages, and address duplicate content.
- Review Backlinks: Analyze your backlink profile, remove toxic links, and find new opportunities.
- Measure SEO Results: Track traffic, rankings, and site performance metrics regularly.
Comprehensive SEO Audit Guide: Perfect for Beginners
Step 1: Check Technical SEO Basics
Technical SEO is the backbone of your site’s search performance. In fact, websites that meet Core Web Vitals thresholds experience 24% fewer abandonment rates .
Review Site Indexing Status
Start by checking your site’s indexing health through Google Search Console. Use the Coverage Report to spot crawl errors that might block search engines from accessing your content. Here are some common issues and how to fix them:
| Error Type | Impact | Solution |
|---|---|---|
| 404 Errors | Hurts user experience | Set up 301 redirects to relevant pages |
| Blocked Resources | Limits indexing | Adjust robots.txt permissions |
| Missing Sitemaps | Leads to incomplete indexing | Create and submit XML sitemaps |
Check Mobile Display
Ensure your site is mobile-friendly with Google’s Mobile-Friendly Test. Key areas to review include:
- Proper use of the viewport meta tag.
- Adequate spacing for touch elements (at least 48px).
- Text readability without requiring zoom.
- Responsive scaling for images.
Test Loading Speed
Page speed affects both rankings and user experience. Focus on these Core Web Vitals metrics:
| Metric | Target | Why It Matters |
|---|---|---|
| Largest Contentful Paint (LCP) | Under 2.5 seconds | Measures main content load speed |
| First Input Delay (FID) | Under 100ms | Tracks interactivity response time |
| Cumulative Layout Shift (CLS) | Under 0.1 | Evaluates visual stability |
Use Google’s PageSpeed Insights to measure these metrics and get actionable recommendations. For example, converting images to WebP format can boost LCP by 30% .
To stay ahead, consider using tools like Screaming Frog to automate issue detection. For larger websites, upgrading to a paid plan ensures more thorough monitoring. Once your technical SEO is in good shape, you’re ready to focus on content structure in Step 2.
Step 2: Review On-Page SEO
Once your technical SEO is in place, it’s time to focus on the visible elements of your pages. SEMrush reports that 23% of websites have missing or duplicate meta descriptions , which shows how crucial on-page optimization is.
Check Page Titles and Meta Descriptions
Use Screaming Frog to export your page titles and meta descriptions for analysis. Here’s what to look for:
| Element | Best Practice | Common Problems |
|---|---|---|
| Page Title | Include primary keyword + brand (60-70 characters) | Duplicates, missing keywords |
| Meta Description | Highlight value + include a CTA (up to 155 characters) | Truncated text, generic phrasing |
| Mobile Display | Ensure no truncation on mobile | Cut-off titles lowering CTR |
Update any generic meta descriptions with engaging, action-driven ones. For example: “Find the best running shoes of 2025 tailored to your needs.”
Fix Heading Tags and Keywords
Follow a clear hierarchy for headings:
| Heading Level | Purpose | Example |
|---|---|---|
| H1 (One per page) | Main topic + primary keyword | “Sustainable Running Shoes Guide 2025” |
| H2 (Main sections) | Key subtopics | “Eco-Friendly Materials Comparison” |
| H3 (Subsections) | Supporting details | “Recycled Rubber Performance Tests” |
Keep keyword density between 0.5-2%, ensuring keywords fit naturally into your content. Tools like SurferSEO can help you analyze keyword placement and distribution.
Check Internal Links
Internal linking helps users and search engines navigate your site efficiently. Screaming Frog’s Link Manager can help you spot:
- Orphaned pages (no internal links pointing to them)
- Broken internal links
- Pages overloaded with outbound links
Aim for 1-5 internal links per 100 words, using descriptive anchor text. For example, if you have a product page for hiking boots, link to related content like “How to Break In Hiking Boots” or “Trail Maintenance Tips” where it makes sense.
Step 3: Check Content Quality
The quality of your content plays a big role in both rankings and user engagement. Pages with over 2,000 words tend to earn three times more backlinks than shorter ones .
Update Outdated Content
Use Google Analytics to spot pages with declining traffic. Pay special attention to content that’s more than two years old – these pages often need updates to include fresh data and insights .
“Pages older than 2 years see 58% less traffic without updates.” – Backlinko 2024 Content Trends Report
For technical topics, focus on updating pages with outdated details. For instance, a post about “2022 Social Media Algorithms” should reflect the 2024 platform changes.
Add Depth to Thin Content
To identify thin content, check Google Analytics for:
- Average time on page: Less than one minute might suggest the content isn’t engaging.
- Scroll depth: If users scroll less than 50%, it’s a sign the content needs improvement .
Expand these pages by including:
- Detailed specifications and practical use cases
- Case studies with actionable insights
- Clear explanations of benefits
Address Duplicate Content
Duplicate content is a common issue, affecting 29% of websites and harming search rankings . Use tools like Screaming Frog to find duplicate pages.
Here’s how to handle it:
- Canonical tags: Use these to guide search engines when dealing with similar product pages.
- Merge content: Combine overlapping topics, like multiple posts on email marketing tips, into one comprehensive guide.
Make content audits a regular habit – quarterly reviews can help maintain quality and prevent content from becoming outdated .
Once your content is polished, you’ll be ready to tackle backlink analysis in Step 4.
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Step 4: Review Backlinks
Once your content is in great shape, it’s time to focus on external signals like backlinks. Did you know? High-quality backlinks are still one of Google’s top three ranking factors. Here’s how to audit your backlink profile effectively.
Analyze Backlink Numbers and Quality
Start by evaluating your backlink profile using tools like Ahrefs or Moz Pro. Pay close attention to these key metrics:
- Domain Rating (DR): Look for links from sites with a DR above 20.
- Referring Domains: Aim to have at least 50 unique referring domains.
- Spam Score: Keep your spam score below 10% to avoid penalties.
| Backlink Metric | Healthy Range | Warning Signs |
|---|---|---|
| Domain Rating | 20+ | Below DR 20 |
| Link Velocity | Steady growth (5-10/month) | Sudden spikes (50+/week) |
Deal With Toxic Backlinks
Bad backlinks can hurt your rankings and even lead to Google penalties. Use tools like SEMrush’s Backlink Audit to spot harmful links. Watch out for:
- Links from gambling or adult content sites.
- Websites flagged for malware.
- Links from unrelated industries.
- Overuse of exact-match anchor text.
If you identify toxic links, here’s what to do:
1. Reach Out to Site Owners: Contact webmasters and request link removal. Keep a record of your efforts.
2. Use Google’s Disavow Tool: If removal requests don’t work, create a disavow file listing harmful domains. After submission, monitor the results for 4-6 weeks.
Benchmark Against Competitors
While reviewing your backlinks, don’t forget to compare your profile to competitors’. This can reveal areas where you’re falling behind.
Tools like Ahrefs’ Backlink Gap can help you compare your profile with 3-5 competitors. Focus on:
- New links acquired in the last three months.
- High-authority domains (DR 50+).
- Unlinked brand mentions.
By analyzing these competitor profiles, you can uncover link-building opportunities. Pay attention to:
- How accessible their links are (can you replicate them?).
- Whether the domains are relevant to your niche.
This approach not only strengthens your profile but also helps you stay competitive.
Step 5: Measure SEO Results
Once you’ve tackled technical fixes, content updates, and backlink strategies, it’s time to evaluate your progress by keeping an eye on key performance metrics.
Track Traffic and Rankings
Use the Performance Report in Google Search Console to gauge your site’s visibility. Pay attention to these metrics:
| Metric | Healthy Range | Action Needed If |
|---|---|---|
| Organic Sessions | 5-10% monthly growth | Decline over 90 days |
| Average Position | Top 10 for target keywords | Position drops more than 5 spots |
| YoY Growth | 20%+ increase | Less than 5% growth |
In Google Analytics, go to Acquisition > All Traffic > Channels and filter for organic traffic. Compare year-over-year (YoY) data to account for seasonal trends.
Check Click Rates
Traffic gives you the big picture, but click-through rates (CTR) reveal how well your search snippets are performing. Here’s what to aim for:
| Search Position | Expected CTR | Optimization Priority |
|---|---|---|
| Positions 1-3 | 15-35% | High if below 15% |
| Positions 4-5 | 5-15% | Medium if below 5% |
| Positions 6-10 | 2-5% | Low if above 2% |
Use the CTR vs Position report in Search Console to find pages that need better meta titles or descriptions. Focus on pages ranking in the top 3 positions but with a CTR under 15%.
Monitor Site Speed Scores
Revisit your Core Web Vitals metrics from Step 1 to ensure progress. Here’s how often to check:
- Weekly: Use PageSpeed Insights.
- Monthly: Review Search Console reports.
- Quarterly: Benchmark against competitors using tools like SEMrush Site Audit.
These timelines align with Google’s crawl cycles. Keep in mind that technical fixes often show results in about 3 months, while content and backlink improvements may take 6-12 months to fully reflect changes.
Conclusion: Next Steps After Your SEO Audit
Now that you’ve completed your SEO audit, it’s time to turn your findings into action. Using data from your technical checks, content analysis, and backlink reviews, focus on addressing the most pressing issues first. Here’s how to move forward:
Create a Structured Implementation Plan
Organize your findings by priority and tackle them systematically:
| Priority Level | Timeline | Issue Types | Monitoring Tools |
|---|---|---|---|
| Critical | 72 hours | 404 errors, Security/HTTPS issues | ContentKing |
| High | 2 weeks | Missing meta descriptions, Duplicate content, Core Web Vitals | Google Search Console, SE Ranking |
| Standard | 30 days | Content updates, Internal linking, Image optimization | – |
Track Progress Systematically
Consistent monitoring is key to ensuring your fixes stick. SEO expert Glenn Gabe emphasizes:
“The crawl comparison feature has become indispensable for tracking technical SEO progress across client portfolios.”
Set these tracking intervals:
- Critical errors: Monitor via alerts as they occur.
- Crawl stats: Assess weekly to spot new issues.
- Full site crawls: Run monthly to confirm fixes are effective.
- Mini-audits: Conduct quarterly to catch emerging problems.
Document and Share Results
Keep a detailed record of your progress. This will help you measure improvements and maintain accountability. Include:
- A log of resolved issues
- Baseline metrics for comparison
- Assigned team members for each task
- Deadlines and timelines for implementation
Build Long-Term Maintenance
To avoid recurring SEO problems, establish routines that keep your site optimized:
- Regular Training: Host quarterly workshops to update your team on technical changes, content strategies, and evolving SEO practices.
- Automated Monitoring: Scale your monitoring tools based on your site size:
- Small sites (fewer than 1,000 pages): SE Ranking ($55/month)
- Medium sites: Screaming Frog (£199/year)
- Periodic Re-audits: Plan full audits every six months, and conduct immediate reviews after major site updates or Google algorithm changes . This will help maintain your SEO performance and identify potential issues early.
FAQs
How do you prepare an SEO audit?
To get started with an SEO audit, gather these key metrics:
- Current traffic data
- Keyword rankings
- Server logs (use tools like Screaming Frog Log File Analyzer to analyze crawl behavior)
Use the five-step framework discussed earlier to tackle technical, content, and backlink challenges in an organized way.
How do you perform an on-page SEO audit?
Stick to the on-page optimization steps mentioned earlier, focusing on these areas:
1. Technical Checks
Start with a solid technical review. Use tools like Search Console’s Coverage Report to pinpoint major issues, such as indexing problems or unnecessary pages being crawled.
2. Content Evaluation
Evaluate your content depth and structure. Compare it with competitors using the strategies outlined in Step 3 to identify areas for improvement.