Imagine your website as a well-oiled machine. For it to perform its best, every part of its cogs—big or small—needs to work together seamlessly. From the technical gears that keep everything running smoothly, to the polished exterior that draws in users, each component plays a critical role in its success.
But like any machine, your website requires regular maintenance to run efficiently and effectively. Failure to do so would cause a drop in performance and efficiency.
That’s where SEO audits come in. Akin to a thorough inspection or check-up, an SEO audit helps determine and identify what’s working well for your site and the areas for improvement. Whether it’s a technical hiccup, outdated content, or low traffic, these audits give you insight into how well your site is actually doing.
But the term “SEO audit” is quite broad. In reality, there are different types of audits, each focusing on a specific aspect of your site’s performance. From the behind-the-scenes technical details to the content visitors see, and even how your site stacks up against competitors, each type of audit plays an important role in setting up your website for success.
Understanding these audits is key to making informed decisions and creating a website that meets and exceeds expectations. But first, let’s discuss what an SEO audit means.
What Is An SEO Audit?
The purpose of an SEO audit is simple: to spot problems that might be keeping your website from performing its best in search results.
In practical terms, an SEO audit is a comprehensive overview of your website’s ability to rank well on search engines like Google. It involves examining various factors of your site, such as site performance, content quality, technical structure, and backlink profiles, to determine how well your website aligns with SEO best practices and Google’s powerful algorithm.
It acts as a diagnostic tool by identifying and fixing these issues. Ultimately, by resolving the issues and fine-tuning your website for SEO optimisation, you can improve your website’s rank and provide a better user experience to your audience through constant improvements.
The 7 Different Types of SEO Audits
Now, SEO audits might sound complex, but they’re just a way to make sure your website is working its best to attract visitors and rank well on search engines. Let’s explore the seven main types of SEO audits and what they involve.
1. Technical SEO Audit
A technical SEO audit focuses on the hidden aspects of your website that directly affect its performance. Acting as the engine of a vehicle, technical SEO audits include things like how fast your site loads, whether it’s easy for search engines to navigate, and whether it’s mobile-friendly.
We all know that a slow website can frustrate visitors, leading to high bounce rates if pages are not loaded properly or quickly enough. This is true for search engines as well. Unoptimised sites make it difficult for search engines like Google to crawl your pages; they won’t know what content to show users if it’s not properly loaded.
Other factors checked in this audit include fixing broken links, eliminating duplicate content, and ensuring the site structure is clean and logical.
Technical SEO audits are important because they act as your site’s infrastructure and backbone. Without them, you will see a large drop in clickthrough rates and high bounce rates that further deteriorate search rankings.
2. On-Page SEO Audit
True to its name, an on-page SEO audit focuses on the parts of your website that visitors interact with—things like the text, images, and layout of each page. It’s all about ensuring every page is easily understood, visually appealing, and optimised for search engines.
One key focus is the “hook” that draws people in—meta descriptions and title tags. These snippets appear in search results and significantly affect whether someone clicks on your site.
But it doesn’t stop there. An on-page audit also looks at the structure of your content, making sure your headings are organised, your fonts are easy to read, and the overall design supports a smooth user experience.
It’s not just about looks, though. This audit digs into keyword usage as well. Are you overstuffing your content with the same phrases over and over? That can hurt your rankings. Instead, the audit ensures your keywords are used naturally and strategically so your site appeals to search engines and those visiting it.
3. Off-Page SEO Audit
The truth is, SEO isn’t just about what’s on your website—it’s also influenced by factors beyond your control, like search engine algorithms and how your site is perceived across the web.
That’s where an off-page SEO audit comes in. It looks at the activity happening outside your site that affects its reputation and authority. Similar to how a brand’s reputation can affect its business and customer perception, off-page SEO audits check how your sites are “perceived” online.
A big part of this audit focuses on backlinks, which are links from other websites that point to your site. Backlinks are like endorsements, when a site links to yours, it tells search engines and users that your site is a source of credible information or value to them.
Unfortunately, not all backlinks are great. Links from high-quality, reputable websites boost your credibility, while low-quality or spammy links can harm your rankings. This audit helps identify which backlinks are helping your site and which need to be disavowed.
Beyond backlinks, an off-page SEO audit also examines how often your brand is mentioned online, even if those mentions don’t include a link. Such as how often your brand’s name is mentioned online or how well you engage with audiences on platforms like TikTok or Facebook.
Ultimately, it’s about building your website’s trustworthiness and authority beyond your own pages, showing search engines that your site is valued and respected in the wider digital space.
4. Local SEO Audit
If you run a local business, regular SEO audits are necessary to maintain your competitive edge. These audits help you ensure your online presence is accurate and up-to-date and that nearby customers can find you easily.
People have become reliant on search engines to find nearby services for convenience. Small details—like inconsistent business hours or outdated contact information—can cost you potential customers.
One of the first steps in a local SEO audit is checking your Google Business Profile (GBP), also formerly known as Google My Business. This involves verifying that your business name, address, and phone number (commonly called NAP) are correct and consistent everywhere they appear online.
Why? Because even small inconsistencies can confuse search engines and potential customers. Say your company’s phone numbers are listed differently on your website than on Google; search engines might not trust the information. And let’s face it—if customers see conflicting phone numbers or can’t confirm your location, they’re less likely to choose your business.
The audit also examines how well your website ranks in local search results and whether your content is optimised for location-based keywords.
5. Content Audit
A content audit involves examining the quality of content on your website to see if it is still relevant or important to your audience. This is most commonly applied to old blogs or articles with outdated information.
It’s like spring cleaning—you’re figuring out what’s useful, what needs fixing, and what should be tossed out.
A content audit also helps identify these problem areas so you can refresh old content, remove irrelevant pages, or rework posts to make them more engaging.
As your business grows along with your audience’s needs, content audits provide a great opportunity to spot content gaps—topics your audience cares about but you haven’t covered yet.
Addressing these gaps can help you create new, valuable material that answers popular questions or highlights trends in your industry. A content audit keeps your website fresh, relevant, and in tune with your audience’s needs.
6. Mobile SEO Audit
As more people use their phones to browse the web, having a mobile-friendly website isn’t just a nice-to-have; it’s a must-have. A mobile SEO audit helps you ensure that your site works well on smaller screens so visitors don’t get frustrated and leave.
Let’s say your business recently started targeting elderly seniors. This audience may have specific needs, like larger fonts, clear navigation, and easily clickable buttons.
These details might seem small, but they significantly impact how people experience your site. If your site isn’t optimised to meet these requirements, you risk losing a valuable audience segment.
A mobile SEO audit can help identify areas where your site might be difficult to use on a smartphone or tablet, making it accessible to all devices. Whether it’s fixing slow-loading pages or simplifying layouts, this audit ensures that your site provides a seamless experience for everyone, including seniors who may not be as tech-savvy.
7. Competitor Analysis Audit
There’s a saying: a business can’t just be good; it has to be better than its competitors. A competitor analysis audit helps you uncover what other businesses in your industry are doing well and highlights opportunities for you to step up your game.
This type of audit dives into things like your competitors’ keyword strategies, backlink profiles, and content. For example, are they ranking for keywords you haven’t targeted yet? Are they leveraging platforms or strategies where your presence is weak?
Learning your competitors’ strengths and weaknesses will help you understand the overall market picture, allowing you to make adjustments when appropriate.
Why It’s Important To Do SEO Audits Regularly
Performing regular SEO audits keeps your website running smoothly, ensuring it stays competitive in an ever-changing online world.
With search engines always updating their search algorithms and user behaviours evolving, consistency is key to maintaining and improving your site’s performance. Here’s why regular audits are so important:
Adapt to Algorithm Changes
Search engines like Google are always adapting to their user’s needs. Regular audits help you stay in line with these changes, ensuring your site meets the latest standards and doesn’t lose its ranking due to outdated practices.
Maintain Competitive Edge
Your competitors are likely working hard to improve their SEO strategies, and regular audits help you stay a step ahead. They ensure your site remains optimised and competitive in your niche.
Monitor Progress
SEO is a long-term effort, and audits allow you to measure your strategies’ performance over time. You can track what’s working and what isn’t and make suitable adjustments to improve your results.
Identify Emerging Issues
Regular checks help you catch problems early, such as broken links, outdated content, or slow-loading pages, before they impact your user experience or rankings. Addressing these issues proactively can save you time and effort later.
Adjusting For New Trends
SEO trends like voice search, video optimisation, and local search are constantly evolving. Regular audits allow you to integrate these trends into your strategy, keeping your site relevant and appealing to your audience.
Conclusion On What Is An SEO Audit
An SEO audit is more than just a health check for your website—it’s a powerful tool that checks your site’s performance to see if it suits the needs of search engines and visitors.
Whether you’re addressing slow load times, optimising content for better engagement, or uncovering gaps in your strategy, each type of audit serves a unique purpose. Together, they provide a complete picture of how well your website is positioned to rank higher, attract more traffic, and deliver a great user experience.
SEO audits can be time-consuming. With so many aspects to cover and so broad, it can be challenging for business owners to conduct routine audits. The Best SEO provides free SEO audits that show you how to rank your website first on Google.
Frequently Asked Questions About What Is An SEO Audit
What Are the Common Tools Used For SEO Audits?
Popular tools include Google Search Console, Ahrefs, SEMrush, Screaming Frog, and Ubersuggest for analysing various SEO factors
Are SEO Audits Only For Fixing Problems?
No. SEO audits are also used to uncover growth opportunities, such as finding untapped keywords or improving content strategy.
When Should I Hire A Professional For An SEO Audit?
Consider hiring a professional when your website has complex technical issues or lacks the tools or expertise to conduct a thorough audit yourself.
When Should I Schedule An SEO Audit For My Business?
Schedule an audit if you’re launching a new website, notice a drop in rankings or traffic, or it’s been over six months since your last review.
Is A One-Time SEO Audit Enough For My Business?
No. SEO audits should be done regularly to keep up with algorithm updates, competitors, and changes in your audience’s needs.
How Can I Tell if My Business Needs an SEO Audit Right Now?
If you’ve noticed a drop in traffic, low engagement, or poor search rankings, it’s a clear sign you need an audit to uncover and fix the issues.
