Why You Need an SEO Audit

By Anne Hareid, Digital Marketing Analyst

Published: September 28, 2021

Did you know that the top three positions in Google Search results receive 75% of the traffic (Source: Backlinko)? So when’s the last time you completed an SEO audit? Just like when someone visits a dentist twice a year to get their teeth cleaned, your website also needs a checkup from time to time, especially if you update it frequently with new content. If you’re new to SEO or search engine optimization in general, we recommend learning more about online visibility first.

75% of Traffic Goes to Top 3 Positions

What is an SEO Audit?

You can think of an SEO audit as a report card. It grades you on how well your website meets SEO best practices and provides you with action items to help improve your site’s health score. These recommended action items will be ranked from most to least impactful.

What is included in an SEO Audit?

An SEO audit can vary slightly depending on the website and is not a one-size-fits-all solution. Here’s a checklist of what you can expect:


This section helps to explain SEO and provides a high-level summary of your site’s current health score.

Technical SEO

This type of SEO focuses on the “behind the scenes” and issues that impact the crawling and indexing of your site by search engines. Some factors include sitemaps, page speed, HTTPS, canonicalization, structured data, and mobile-friendliness.

On-Page SEO

This type of SEO focuses on the content of your site and how optimized the web pages are for relevant keywords. Some factors include title tags, meta descriptions, heading tags, image optimization, internal links, and content quality.

Off-Page SEO

This type of SEO focuses on what takes place outside of your website that can impact rankings in search results. While backlinks are the most important factor, local citations, brand mentions and reviews also play a role.

Keyword Rankings

This is where you’ll see a list of your pages paired with one recommended target keyword or topic that best summarizes each page, along with its current position in the search results, monthly search volume, and ranking difficulty. Search intent also comes into play to ensure the keyword on a page matches the purpose of a searcher’s query.

Competitor Keyword Comparisons

This gives you an idea of how well your competitors rank in search results for the same keywords you currently rank or want to rank for.

Final Keyword List

This list helps organize all the keywords we plan to track and optimize for each landing page.


This is the final step that delivers the main action items mentioned throughout the SEO audit and guidance for what to work on first to see the most positive impact.

Why an SEO Audit is Important

SEO is not a “set it and forget it” strategy. Industries change. Search engine algorithms continuously evolve. Keyword rankings fluctuate. Nothing stays the same in the world of search engine optimization, either. Here are three benefits to performing an SEO audit on your website:

  • Discover current weaknesses to identify areas of improvement.
  • Learn which keywords you’re actually ranking for and how well they rank.
  • See what your competitors are doing or not doing.

Need help with an SEO Audit? We can help. Give us a call or fill out the form below.