How I Perform an SEO Website Audit

Search Engine Optimisation or SEO as it’s known in the digital industry is a technical process to rank web pages within search engines like Google, Bing etc. I use a precise step by step process also widely known as an SEO Website Audit which allows me to perform in-depth research on your existing site and provide specific recommendations to improve your rankings. Here’s how I approach the SEO Audit:

SEO Website Audit

The first thing I do when auditing your website for SEO is configuring my crawling tools and start collecting data associated with your site to learn where you currently rank. I then review your Google Analytics and review your traffic patterns and consult Google Webmaster Tools free diagnostic tools. Having all of this data at my disposal we’re ready to begin the audit.

Auditing Accessibility

This part of the audit looks at how search engines are currently able to access your website. I want to make sure the basics are there and nothing is impeding the engines from crawling the pages. I’ll review the following:

  • txt
  • Robots meta tag
  • HTTP status codes
  • XML sitemaps
  • Site architecture
  • Flash or JavaScript navigation


You may not be familiar with some of these terms. If you have any questions about some of what I’ll be reviewing, please let me know and I’ll be happy to explain in simple terms!


Once I determine that search engines can access your pages, next I’ll make sure they’re actually indexing them (including them in results).

I do this quite simply by running search queries through Google, Yahoo! and Bing, and learning how many pages on your website are being indexed. I’ll run brand searches along with basic keywords (industry, product, location) and record the results for my SEO website audit.

In the event you’re being blocked I’ll dig to learn why and then propose a solution for fixing any errors to get your site back in the rankings.

On-page ranking factors

Now that I’ve determined that your site is being indexed and crawled for SEO website audit, I’ll review more about what factors on your site influence those rankings. I’ll look at the following items:

  • URLs
  • Since a URL is the entry point to a page’s content, it’s a logical place to begin our on-page analysis.
  • URL-based duplicate content

URLs are often responsible for the majority of duplicate content on a website because every URL represents a unique entry point into the site. If two distinct URLs point to the same page (without the use of redirection), search engines believe two distinct pages exist.

CONTENT IS KINGseo website audit

Content is the most important thing Google and other search engines look for when determining how to rank your site. I’ll analyse your content to determine whether your content is valuable to its audience and how targeted the keywords are, and make sure it’s not spammy or difficult to read.


Information architecture defines how information is laid out on the site. It is the blueprint for how your site presents information (and how you expect visitors to consume that information). During the audit, I’ll ensure that each of your site’s pages has a purpose. I’ll also verify that each of your targeted keywords is being represented by a page on your site.


Keyword cannibalism is when your website has many different pages targeting the same keyword. It causes confusion for search engines and your visitors. It’s not effective for bringing in targeted traffic, it’s already tough trying to compete against your competitors the last thing you want to do is compete with your own website.


Your site has duplicate content if multiple pages contain the same (or nearly the same) content. Unfortunately, these pages can be both internal and external (i.e., hosted on a different domain).


The markup in the source code of your pages is extremely important for how pages get crawled. I’ll focus on the title tags and meta descriptions, while also paying attention to headings and images.


When one page links to another, that link is an endorsement of the receiving page’s quality. therefore, it’s a crucial part of the SEO audit to be absolutely certain your website links to other high authority websites.

Off-page ranking factorsoff page seo

While what’s on your website is important for SEO, what’s off the website is just as important. Your site’s quality is largely determined by the quality of the sites linking to it. Thus, it is extremely important to analyse the backlink profile of your site and identify opportunities for improvement. I’ll review it from many angles, including:

  • How popular your website currently is compared to the competition?
  • Are you getting backlinks from popular websites?
  • Are you gaining or losing popularity over time?
  • Is your website trustworthy?
  • How many domains link to you?
  • What is the Page Authority and Domain Authority?
  • How is your social engagement?

Competitive Analysis

After I’ve reviewed your site in detail, I’ll also compare it against 3 competitors in all of the ways listed above, and compile the data down into actionable items.


So as you can see an SEO website audit is a very technical and thorough process to firstly see how the website is already performing within search engines like Google, tackle and fix any errors, optimise on-page SEO and then build high-quality links from relevant authoritative websites.

I am all for results. I uncover who your market is, how to engage them using content, driving traffic to your site through search, social and other tactics, and then I convert them into paying customers. It’s about creating an online experience that transforms users into customers into ambassadors.

I do this by listening to you, understanding your target audience, and putting my extensive online knowledge to work on a plan that will improve your business goals and change the way you think about the potential of the internet.

You can get in touch with me either by using the contact form or email

Mohammad Waqas
Mohammad Waqas is a longtime digital marketing professional. Regarded as an expert in inbound and content marketing, search engine optimisation and link building, Waqas's an innovative growth creator and turnaround specialist. You can also find him on LinkedIn.

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