How to Perform an SEO Audit in 6 Steps



If I’m to enumerate issues that may’t be uncared for in search engine marketing, auditing won’t be low on the listing. Why? As a result of it’s an search engine marketing audit that helps you establish if nothing stops your website from rating excessive. 

In a nutshell, I might describe an search engine marketing audit as the method of analyzing how effectively your web site is optimized for search engines like google. It can enable you:

  • perceive in case your present key phrase technique works; 
  • discover new content material concepts;
  • uncover and clear up technical points that will have an effect on rankings;
  • test how customers work together with the web site; and
  • be sure that your website is authoritative.

Ideally, an search engine marketing audit ought to lead to discovering the reason why your website hasn’t received to the highest of SERP but (if it’s already there, congratulations, you don’t want my information). Apart from, if rigorously executed, it could level out a few new improvement alternatives. However if you’re solely going to launch your web site, be sure you comply with the web site launch guidelines earlier than you proceed with the search engine marketing audit.  

Whether or not you’re a enterprise proprietor or a digital marketer, this text will enable you via a full search engine marketing audit. 

Step 1. Test your present key phrase rankings

Keep in mind the golden rule of an search engine marketing audit — it ought to at all times begin with checking the place you stand for the time being, i.e., your website’s present place. 

This step presupposes monitoring your key phrase rankings, checking the progress you make over time, and evaluating your rankings in opposition to your opponents. 

If completely executed, it’s going to enable you perceive how profitable your present search engine marketing technique is. Additionally, you will have the ability to consider the entire aggressive panorama and your home in it. 

To test your present key phrase rankings, I counsel two methods: via Google Search Console (GSC) and with Rank Tracker. The quickest approach of checking your rankings is with Google Search Console. To do that, open your GSC and go to Efficiency > Search Outcomes.

Above the chart, discover and click on Common Place

Now, scroll down somewhat bit. You will notice the desk along with your prime queries and three metrics — Clicks, Impressions, and Place — for every question you rank for.

That is the info you want. You should utilize filters and take a look at metrics in ascending/descending order to find the key phrases that convey probably the most visitors or rank higher. To test the progress your website has remodeled a sure time period, return to the chart and set the popular time. I normally set Final 12 months to get a giant image.

The chart will present how your website performs and if its visibility grows or declines. 

Nonetheless, GSC will not be insightful sufficient to run an intensive audit (for instance, you may’t test your opponents’ rankings with it). So, let’s strive a extra worthwhile approach — Rank Tracker. There’s a free model so that you can strive it out.  

Obtain the software program and create the mission in your web site. Whereas organising, you may join your Google Analytics and Search Console accounts, specify the key phrases you wish to test rankings for, and select the popular search engines like google.

As soon as completed, go to the Goal Key phrases module > Rank Monitoring > Rating Progress. You’re going to get a listing of all of your rating key phrases and pages and the place they tackle the SERPs.

You may also monitor in case your rankings have improved or dropped with the Distinction metric. However, it’s much more handy to observe it with Progress Graph and Rank Historical past options, the place the information is visualized and simply digestible.

Be aware that the Rank Progress module doesn’t present historic information in your rankings, so your rank progress historical past will begin to be recorded after the primary audit. Now, the very last thing we must always test instantly is your opponents’ rankings for a similar key phrases. For that, click on Preferences on the prime of the dashboard and click on Rivals. Add your search engine marketing opponents and click on OK.

Here’s what you will notice — your opponents’ rankings proper close to yours. 

My recommendation: For those who don’t see key phrases you’ve anticipated to rank for, it might imply you haven’t printed sufficient content material related to them. So, you want to create extra high-quality content material for these key phrases.

Step 2. Audit for low-hanging fruits 

Warning: You’ll be able to’t audit for low-hanging fruits with out figuring out what key phrases your website is rating for. So be sure you haven’t skipped the earlier level. 

At this stage, we have to search for pages that haven’t been rating excessive sufficient — #10 and decrease on the SERPs. SEOs name these pages the low-hanging fruits. These pages want just a bit enhance to get to the highest 10 positions, carry out as supposed, and convey plenty of visitors.

Discovering low-hanging fruits is definitely my favourite half: you place in somewhat effort and get quick outcomes. So, now let’s learn the way to do this. You could find low-hanging fruits in GSC. Go to the Efficiency report > Pages and set filters for Positions “Higher than” 10.

Put Place in ascending order. There can be pages from 10.1 + place. You want to test these which are from 10.1 to twenty. 

Then try the impressions of those key phrases. If the variety of impressions is first rate, that is your low-hanging fruit. Alternatively, you may proceed your work with Rank Tracker. Go to Rank Monitoring once more and apply filters for Rank: Greater than 10 and Lower than 20. You will notice all of the pages that want a slight optimization to seem on the primary SERP.

Now, have a look at the variety of searches for every key phrase left. I can’t identify a ballpark determine so that you can concentrate on, because the optimum quantity is determined by your area of interest: for some niches, 100 searches monthly is quite a bit; for others it’s nothing. 

My recommendation: While you’ve discovered the pages that want just a bit push to get to the primary SERP, be sure you optimize them accordingly:

  • Test titles and descriptions
  • Revise your URL construction
  • Discover low-quality pages to take away
  • Detect inside linking faults
  • Ensure that headlines are related
  • Replace content material usually

All these duties don’t require important expenditures however can convey very satisfying outcomes.

Step 3. Audit for brand new content material alternatives

Because you already know what key phrases your pages rank for, you want to discover some key phrases that you just don’t rank for but. Then you may create or optimize present content material for them. 

That’s the place you want a content material hole evaluation. It’s the strategy of analyzing your present content material for missed alternatives. On the finish of the day, the extra related key phrases you goal in your pages, the extra seen your website is to the world.

I imagine content material hole evaluation will not be solely about opponents as others declare. You could find content material gaps by your personal content material as effectively. There are a variety of strategies to search out new content material concepts. However I wish to counsel to you my favourite one — via analyzing how your content material matches your buyer journey

I can identify at the least 3 levels prospects undergo: consciousness, consideration, and buy. There may be extra levels relying in your product/service, so be sure you know your purchaser persona and buyer journey in and out. In an excellent world, there must be sufficient content material for every of those levels. 

Let’s think about the instance of a espresso roasters web site. I analyzed all web site pages and grouped them into 3 columns based mostly on buyer journey levels.

As you may see within the picture above, the Consideration stage will not be crammed with content material sufficient. Pages describing the advantages and options of the product in addition to some opinions gained’t be odd right here, don’t you suppose?

So, we conclude: If there are levels that aren’t lined sufficient, you want to fill the hole. And if there are pages that you would be able to’t match to any stage, you created them in useless. Now let’s establish the key phrase hole by opponents. I’ll do it with Rank Tracker. Proceed to the Key phrase Analysis module > Key phrase Hole.

Select the choice All Rivals however Not Your Website or Any Competitor however Not Your Website, add as much as 5 opponents and click on Search. You will notice the listing of key phrases your opponents rank for and also you don’t.

Have a look at the key phrases your opponents rank for and analyze their metrics. And for those who think about these key phrases related and worthy, goal them too. 

My recommendation: When selecting opponents’ key phrases to focus on, attempt to discover a center floor between their search quantity and key phrase problem (a metric that reveals how exhausting it is going to be so that you can rank for a selected key phrase). It’s a extra smart factor to do slightly than blindly copying all of the key phrases that convey plenty of visitors.

Step 4. Audit for technical search engine marketing points

Right me if I’m improper, however technical search engine marketing is not any much less important than key phrases. The concept of a technical search engine marketing audit is straightforward — you test each technical search engine marketing facet of your website. It contains the next:

  • crawling and indexing points
  • website structure points
  • duplicate content material
  • inside linking
  • code points
  • redirects
  • title tags, and many others.

At this step, you make positive there aren’t any points that forestall your website from being accessed and ranked by search engines like google.

Although you may monitor some technical features in Search Console, I like to recommend utilizing search engine marketing instruments right here. Simply because it’s quicker and the size is bigger. I’ll use WebSite Auditor —  an internet site audit software, which, similar to Rank Tracker, is part of the search engine marketing toolkit by search engine marketing PowerSuite. 

Let’s first run a full site-level search engine marketing audit. For that, you want to create the mission in your website, then proceed to the Website Construction module > Website Audit. You will notice the listing of potential/present points. If some difficulty is crucial and wishes your repair, it is going to be marked in purple. 

You may also run a page-level audit in case you wish to test particular pages.  Open the Web page Audit module and click on Technical Audit. Enter your URL and the key phrases for it.

The software supplies suggestions on every difficulty it finds so as to simply repair it. Simply comply with them and your technical search engine marketing can be flawless.

My recommendation: If you’d like extra info on technical search engine marketing, there’s a nice website audit guidelines so that you can comply with.

Step 5. Audit usability

Consumer expertise issues quite a bit for search engines like google.  And since website usability is a good a part of the person expertise, you also needs to maintain monitor of it. It means it’s best to know the way handy your website is for customers. That’s the place you may profit from a usability audit.

Mainly, this audit presupposes checking Core Net Vitals and cellular usability. The primary half is about ensuring your website hundreds shortly and with none errors. The second means checking in case your website’s cellular model has no drawbacks that will have an effect on your cellular rating. 

Let’s shortly test these out in Google Search Console. First, open the Expertise report and see the Web page Expertise perception. It’s a abstract of the person expertise of your website guests. 

Right here you will notice the overall info on each cellular and desktop person expertise. You want to scroll right down to test if there are any points with Core Net Vitals and cellular usability:

As you may see, my GSC reveals I’ve some issues and I must dig deeper into every of them. I can click on on any part to get the mandatory particulars.

My recommendation: Ensure that there aren’t any intrusive interstitials in your pages as effectively — the pop-ups that overlay your content material and forestall customers from studying it. It’s also part of the usability facet; nonetheless, it doesn’t require an entire audit to test.

Step 6. Audit your backlink profile

It’s backlinks that construct up your website’s authority. With a wholesome and wealthy backlink profile, your website has extra possibilities to seem within the prime 10 search outcomes. That’s the reason you want to audit your backlink profile usually — to keep away from penalties from search engines like google and discover new backlink alternatives.

I’ll present you the right way to do a full backlink audit with search engine marketing SpyGlass. It contains discovering and assessing all of your backlinks, evaluating your backlink profile in opposition to your opponents, and discovering new backlink alternatives. First, let’s discover all of your backlinks. For that, you want search engine marketing SpyGlass put in and launched. Then enter your area and click on Get Backlinks. Very first thing, open the Backlink Profile module and test Abstract to judge your total backlink profile. There you’ll find complete info on the variety of your backlinks, new and misplaced backlinks, their historic information, anchor texts, and many others.

To get extra detailed info on every backlink, change to the Backlinks tab.  

Take note of what number of dofollow hyperlinks you’ve received because it’s them that cross authority to your website. It’s additionally nice to have an concept of how authoritative the linking domains/pages are. Now, you want to test your backlinks’ penalty danger. Go to Backlink Profile > Penalty Danger.

For those who discover some hyperlinks with excessive penalty danger (can be marked in purple), you want to disavow them or take away your self if potential. That’s vital. And eventually, let’s examine your opponents’ profiles. Go to Area Comparability, enter as much as 5 opponents of yours, and click on Okay. You will notice a comparability chart with all the mandatory backlink parameters.

I imagine you’ll instantly perceive all of your strengths and weaknesses by it. For instance, my evaluation reveals that my website lags a bit behind its opponents, so I must focus my efforts on hyperlink constructing extra. 

The software may also help you discover backlink alternatives as effectively. Swap to Hyperlink Intersection and click on Potential Domains. You will notice the websites that hyperlink to your opponents however to not you. But.

You need to undoubtedly attempt to get backlinks from these domains as effectively. Particularly those who present dofollow backlinks. That’s an excellent tactic.

My recommendation: To make your audit extra complete, be sure that to attach your Google Analytics and Search Console accounts to the audit instruments you’ll use.


I’m not going to lie, an search engine marketing audit is a time-consuming course of. It requires endurance and consistency. I solely hope that my article made it somewhat bit simpler for you.


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