How to Perform an SEO Audit in 2023

Forget the fluff and the repeated SEO jargon you’ve been fed in every other article about SEO audits. Let’s dive deep into what truly matters when you’re dissecting your website’s SEO performance. The digital landscape evolves at breakneck speed, and your SEO strategies need to keep pace, not just to thrive but to merely survive.

What You Will Learn

By reading this article, you will learn:
– What an SEO audit is and why it’s important.
– The steps involved in performing an SEO audit.
– The best tools for conducting an SEO audit.

What is an SEO Audit?

An SEO audit isn’t just a checklist or a quick glance at your website’s current standing on search engine result pages (SERPs). It’s a comprehensive, brutal analysis that rips apart your existing SEO strategy to expose the bare bonesthe good, the bad, and the ugly. It’s about understanding the intricacies of your website’s relationship with search engines and users, identifying missed opportunities, and uncovering sneaky issues dragging your rankings down.

Why Do You Need an SEO Audit?

Imagine driving a car without ever checking the oil, the tires, or the brakes. That’s your website without an SEO audita disaster waiting to happen. The digital realm is fiercely competitive, and even a minor oversight can push your website to the abyss of Google’s later pages. An SEO audit is your strategic tool to pinpoint weaknesses, leverage strengths, and outmaneuver competitors. It’s not just about fixing what’s broken; it’s about forecasting future successes and ensuring your website is optimized for both search engines and human users.

How to Perform an SEO Audit

1. Crawl Your Website

Crawling your website is akin to sending out scouts in a vast digital landscape. Tools like Screaming Frog SEO Spider or DeepCrawl give you a bird’s eye view of your site’s structure, unearthing issues like broken links, improper redirects, and page depth that could be sabotaging your SEO efforts.

2. Check Your Sites Visibility

Your site’s visibility on search engines is your digital footprint. Google Search Console offers invaluable insights into how your site appears in search results, highlighting areas like indexing issues or penalties that could be affecting your visibility.

3. Review Your Sites Meta Tags

Meta tags are the unsung heroes of SEO. They guide search engines and inform users. Analyzing your site’s title tags, meta descriptions, and heading tags for keyword optimization and click-through rate (CTR) potential can unveil quick wins for SEO.

4. Check Your Sites Loading Speed

In the age of instant gratification, loading speed is non-negotiable. Tools like Google’s PageSpeed Insights not only test your sites speed on both mobile and desktop but also suggest actionable fixes to improve performance. Remember, a slow site is a fast way to lose visitors.

5. Review Your Sites Mobile Friendliness

With mobile searches unequivocally dominating desktop searches, your site’s mobile friendliness isn’t optionalit’s essential. Googles Mobile-Friendly Test tool can help you ensure your site offers a stellar user experience on mobile devices.

6. Analyze Your Sites Content

Content is king, but not all content wears the crown. An in-depth content analysis should look beyond keywords to evaluate relevance, user engagement, and value. Its not just about what you say, but how you say it and who youre saying it to.

7. Check Your Sites Backlinks

Backlinks are the backbone of SEO, but not all backlinks are created equal. Tools like Ahrefs or Moz can help analyze your backlink profile, identifying toxic links that might be poisoning your SEO and uncovering link-building opportunities.

8. Review Your Sites Internal Links

Internal linking is your site’s circulatory system, guiding both users and search engines through your pages. An audit should assess whether your internal linking strategy is enhancing or hindering usability and SEO performance.

9. Check for Broken Links

Broken links are dead ends on the road to a seamless user experience. They frustrate users and disrupt search engine crawlers. Identifying and fixing broken links should be a priority.

10. Review Your Sites Images

Images can enhance or impair your website’s performance. Ensuring images are optimized for size, named appropriately, and tagged with descriptive alt text can significantly impact your site’s SEO and user experience.

11. Check for Duplicate Content

Duplicate content confuses search engines and dilutes your SEO efforts. Tools like Copyscape or Siteliner can help you identify and remedy instances of content duplication.

12. Review Your Sites URL Structure

A clean, logical URL structure not only aids in user navigation but also in search engine understanding. URLs should be concise, descriptive, and include relevant keywords where appropriate.

13. Analyze Your Sites Security

In todays digital age, site security is paramount. Ensuring your site uses HTTPS is a start, but a thorough audit should also look for vulnerabilities that could compromise your site’s integrity and user trust.

SEO Audit Tools

A carpenter is only as good as their tools, and the same goes for SEO professionals. Leveraging the right tools can make the difference between an average audit and a great one. Some indispensable tools include Google Analytics for traffic analysis, SEMrush for competitive insights, and Yoast SEO for on-page optimization. Each tool offers unique features that can help to paint a comprehensive picture of your website’s SEO health.

SEO Audit FAQs

What is an SEO audit and why is it important?

An SEO audit is a comprehensive evaluation of your website’s ability to rank on search engines. It’s important because it helps identify issues that could be hampering your site’s performance and visibility.

What are the steps in an SEO audit?

The steps in an SEO audit include crawling your website, checking your site’s visibility and meta tags, analyzing site speed, mobile friendliness, content, backlinks, internal links, and more. Each step uncovers potential improvements for your SEO strategy.

How long does an SEO audit take?

The duration of an SEO audit can vary depending on the size and complexity of your website. Small websites might only need a few hours, while larger sites could require several days or more to thoroughly analyze.

What are the best tools for an SEO audit?

The best tools for an SEO audit include Google Search Console, Screaming Frog, Ahrefs, Moz, Google Analytics, and SEMrush. Each offers unique functionalities that cater to different aspects of the audit process.


Performing an SEO audit is not a one-time task but a continuous process. The digital world is always evolving, and your SEO strategies need to evolve with it. Remember, an SEO audit is not just about identifying problems; it’s about finding opportunitiesopportunities to improve, to outperform competitors, and to achieve sustainable growth in the digital ecosystem. Armed with a thorough understanding of your website’s current SEO standing and a roadmap for improvement, you’re well on your way to dominating the SERPs and capturing the attention your website deserves.

Posted in

Xavier Berkness

Xavier Berkness is the President of PERC, a renowned Digital Marketing Company. With an impressive career spanning over two decades since 1996, Xavier has earned a reputation as a leader in the field of digital marketing. He has leveraged his deep understanding and expertise in building websites to author a highly-regarded book, 'Mastering On-Page Optimization - The Secret Sauce of an SEO System.' Xavier's impactful contributions to the industry have been recognized in a Star Tribune feature, where he was hailed as a 'Mover and Shaker.' Outside the professional realm, Xavier is a nature lover who cherishes time spent near the ocean. He continues to fuel his passion for digital marketing, relentlessly seeking new knowledge and strategies every day. His combination of professional prowess and personal charm make Xavier a trusted authority in the digital marketing industry.