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As a business owner, you may find yourself trapped in numerous things. You have a business to run, employees to manage, deal with your customers, vendors, and suppliers, you need to generate revenue and market your brand.

You could be using several tactics to market your products or services online and one of the techniques could be SEO. SEO is one of the most powerful techniques to draw organic traffic to your website. A site audit is one of the most powerful activities an SEO can undertake to increase the user experience, generate higher search visibility, and more.

There are many SEO audit methodologies out there. It can be difficult to know where to start, how your in-depth analysis should go, and which SEO tools will help you glean the most useful information, whether you’re a small business trying to optimise your site for organic search or an agency doing so for a client.

Whether you’re an experienced SEO or a small business owner experimenting with your own website, knowing how powerful a site audit can put your site on the road to organic search supremacy.

Let’s dive in.

What is an SEO Audit?

An SEO site audit is a practice for evaluating how well your website relates to search engine best practices. In simple words, it is a comprehensive evaluation of the site’s overall performance.

The purpose of the audit is to identify as many foundational issues affecting organic search performance as possible. Auditing determines these issues that need to be worked out for the website to rank well on SERPs. Conducting an SEO audit will reveal:

  1. Technical SEO issues
  2. Website structure issues
  3. On-page SEO issues
  4. Potential off-site problems
  5. User experience issues
  6. Content gaps and opportunities
  7. Competitive marketplace insights

An audit is a routine procedure that should be carried out on a regular basis; it’s essentially a “health check” for your website.

What Does a Website Audit Include?

A site audit that is conducted properly will reveal what’s working on your site and what’s falling short and how can you improve your site for the opportunity to rank. To accomplish all the above, an audit of the site for six different elements is required:

Site health audit |

This website audit checks the site architecture and usability. The following parameters are checked in this audit-

Onsite and technical SEO, page speed, internal links, external links, and other factors, including meta descriptions, broken links, load time, page titles, and site structure.

A lot of people like to use Google Analytics for conducting their SEO analytics. It is a great place to start a comprehensive audit of your site.

Site security audit |

It identifies security flaws and vulnerabilities. A security audit prevents a company’s or its visitors’ sensitive information from being compromised.

Conversion rate optimization audit |

This website audit helps you understand how visitors move through your website, what interests them, what do they look for, what action they take (filling out a form, purchase products or otherwise) and what is stopping the users from completing the end goals.

Google penalty and recovery audit |

Identify penalties, which are either manual or algorithmic issues and assess them using a process to present site recovery solutions. This audit may reveal issues with site speed or mobile page performance.

Competitor website audit |

Keeping yourself updated with what your competitors are doing is one of the best ways to be on top of your game. Auditing their site allows you to find insights and implement them into your digital marketing strategy.

Content and SEO audit |

Content audit determines how your content is performing on-site. The Content and SEO issues, such as broken links, incorrect anchor text, and duplicate content, to name a few, have an impact on traffic to your web pages. These issues if not checked in time can hamper the site’s rank. Therefore, it’s imperative to conduct a content audit or a technical SEO audit and produce authentic, engaging, and unique content with the right target keywords to the best of your abilities.

Why Do You Need a Site Audit?

When you have optimized your site to the best abilities, ensured technical compliance and covered all the bases of On-Page SEO…what else is needed?

You got it! You need a website audit. Well, there are several reasons why it’s beneficial for your SEO strategy.

To Keep Up with Changes in the Search Landscape |

The search engine changes are vast and it’s impossible to keep up with the demands of SEO. Business owners and marketers have a hard time marketing a product with the ever-changing SEO practices.

Instead of a handful of factors a decade ago, there are now hundreds of search engine factors to consider now.

Recent additions that factor into SEO include |

  • Content (on-page content, blog posts, video, titles, metadata, tags, etc.)
  • Responsiveness (for mobile devices as well as desktop)
  • Page speed
  • Authority (how well and completely you cover the topic)
  • Technical code

    To Optimize the Site Further |

    A website is dynamic it keeps changing all the time too. New content gets added, older pages receive updates, the dev team updates server configurations and more. As a result, the website you optimized originally, does not exist anymore in the same form. Regular audits allow you to spot and fix the errors, keeping the site optimized to the best potential.

    To Identify New SEO Opportunities |

    Auditing the site often reveals a plethora of untapped SEO opportunities. You might find under-performing pages to update, assets that shouldn’t be in Google’s index, or technical tweaks to improve the overall user experience during the process.

    To Boost Conversions |

    An SEO audit will assist you in re-evaluating how well your site is optimised for conversions. Perhaps you’ve overlooked some opportunities to generate more leads or sales in the past? Or perhaps the strategies you’ve been employing so far haven’t proven to be as effective as you had hoped? Analysing the site will provide answers to these and other similar questions, potentially leading to more conversions.


Once you’ve invested in building an optimized site for your business you need to go for an audit. Your site audits will help you diagnose the issues if there are any. If you don’t see the traffic results that are expected for your business from the organic results or if you’ve seen a decline in organic traffic, then you must invest in doing site audits to ensure there are no issues plaguing your site.

If you can’t seem to understand this too well no worries Shergroup is here to take care of your SEO audit. Our SEO experts are technically skilled and have sound experience in conducting SEO audits for our clients across the world. Our team can work on your SEO and can upgrade its technical aspects, carry out an audit to help you check for errors and issues that can be addressed. We would dig down to the root of the problems, with our audit report, so that changes can be made to enhance the search visibility of your site.  One of our business advisors will be your point of contact who would share all the updates with you and take your feedback on the same.

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Last updated | 19 July 2023

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