Conducting a Website Audit for Improved SEO Performance

Conducting a website audit is an essential step in improving SEO (Search Engine Optimisation). Here’s a comprehensive guide on how to conduct a website audit for SEO improvement:


  1. Crawl the Website: Use tools like Screaming Frog, SEMrush, or Ahrefs to crawl your website. This will provide you with detailed information about your site’s structure, URLs, metadata, broken links, and more.
  2. Review On-Page SEO Elements:
  • Title Tags: Ensure each page has a unique and descriptive title tag containing relevant keywords.
  • Meta Descriptions: Write compelling meta descriptions that accurately summarise each page’s content and include relevant keywords.
  • Headings (H1, H2, etc.): Check for proper use of heading tags to organise content hierarchically.
  • URL Structure: Make sure URLs are descriptive, concise, and contain relevant keywords.
  • Image Alt Text: Optimise image alt attributes with descriptive text including keywords where appropriate.
  • Internal Linking: Check for opportunities to add relevant internal links to improve site structure and distribute link equity.
  1. Assess Content Quality and Relevance:
  • Evaluate the quality, relevance, and uniqueness of content on each page.
  • Ensure content provides value to users and aligns with search intent.
  • Identify thin, duplicate, or outdated content that needs improvement or removal.
  1. Mobile-Friendliness and Page Speed:
  • Test your website’s mobile-friendliness using tools like Google’s Mobile-Friendly Test.
  • Check page speed using tools like Google PageSpeed Insights or GTmetrix and address any issues affecting loading times.
  1. Technical SEO Audit:
  • Check for crawl errors, broken links, and duplicate content.
  • Ensure proper implementation of canonical tags to avoid duplicate content issues.
  • Review robots.txt file and XML sitemap for proper indexing instructions.
  • Verify website’s HTTPS status and ensure secure connections.
  1. Evaluate Backlink Profile:
  • Analyse the quality and quantity of backlinks pointing to your site.
  • Identify toxic or spammy backlinks and disavow them using Google’s Disavow Tool if necessary.
  • Look for opportunities to acquire high-quality backlinks from relevant and authoritative websites.
  1. Keyword Analysis:
  • Review current keyword targeting strategy and identify opportunities for improvement.
  • Conduct keyword research to identify new keyword opportunities based on search volume, competition, and relevance.
  • Optimise content and meta tags based on targeted keywords.
  1. Competitor Analysis:
  • Analyse competitor websites to identify strengths, weaknesses, and opportunities.
  • Identify keywords they are ranking for and strategies they are using to gain organic traffic.
  1. User Experience (UX) Audit:
  • Evaluate website navigation, user interface, and overall user experience.
  • Ensure easy navigation, clear calls-to-action, and intuitive design.
  1. Monitor and Track Performance:
  • Use tools like Google Analytics and Google Search Console to monitor website traffic, keyword rankings, and other important metrics.
  • Set up regular reporting to track progress over time and make adjustments accordingly.


Remember, SEO doesn’t have to be super formal. Just keep your website in good shape, make it easy for people to find what they’re looking for, and stay on Google’s good side.