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When I talk to companies looking to improve their online presence, I usually start with a key point: without an SEO audit, it’s impossible to know the real state of a website.
An audit is not just a technical report, but a complete X-ray that allows you to detect errors, understand strengths, and discover opportunities. In this article, I want to show you, from my experience, what an SEO audit is, what it’s for, and how to do it properly so your site can achieve better results on Google.
What is an SEO audit and what is it for?
An SEO audit is a thorough analysis of a website’s condition in terms of technical factors, content, authority, and user experience. It helps identify which aspects are limiting organic performance and which can be enhanced.
When we carry out a professional SEO audit at MD Marketing Digital, the main objectives are usually four:
- Detect technical errors that prevent Google from properly crawling or indexing the site.
- Optimize the user browsing experience.
- Improve visibility in search engines to increase traffic and conversions.
- Understand the brand’s stability compared to its competitors.
A comprehensive SEO audit is the foundation for developing a solid action plan that ensures sustainable results.
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What does a complete SEO audit include?
A complete SEO audit is a multifaceted process that covers several critical areas of a website. We’ve worked on projects where a small adjustment discovered during the audit had a huge impact. Here’s what we review in detail:
Technical analysis of the website
This is the first step and one of the most important. We focus on aspects that, although not always visible to the end user, are crucial for search engines:
- We review the site’s indexing (making sure Google can find and “read” your pages),
- The site architecture (how pages are organized),
- Loading speed (no one wants to wait!),
- And mobile usability (nowadays, most searches are done from phones).
For this, tools like Screaming Frog help us “crawl” the site as Google would, and Google Search Console is essential to understand how Google sees your website.
Content and keyword review
Once the technical aspects are in order, we dive into the content. Auditing content quality means verifying that it is relevant, unique, and provides value to the user. We analyze keyword density (making sure there’s neither excess nor lack), keyword cannibalization (when multiple pages compete for the same keyword, confusing Google), and identify optimization opportunities to rank better.
On-Page content and its optimization
Here we dive into how each individual page is optimized for target keywords. This includes reviewing H1, H2, H3 titles, meta descriptions, image ALT tags, URL structure, and how keywords are naturally used within the text. Good on-page optimization is essential for Google to understand what each page is about and connect it to relevant searches.
Backlink and authority evaluation
As I always say, external links, or backlinks, are like votes of confidence from other websites. We analyze the link profile to ensure they are high-quality and identify toxic links that could harm your domain’s reputation. We measure domain authority with tools like Ahrefs or Semrush, which allow us to understand the strength of your site compared to the competition.
Brand authority and trust signals
Beyond backlinks, brand authority is an increasingly important factor for Google. This involves analyzing the brand’s presence on social media, mentions in the media, user reviews, and overall public perception. A website with a strong and trustworthy brand not only attracts more visitors, but is also more highly valued by search engines, which translates into better rankings.
User experience and Core Web Vitals metrics
User experience (UX) is becoming increasingly important for SEO. We review navigation, page interactivity, and visual stability to ensure the user has a smooth and pleasant experience. Here, Core Web Vitals metrics, which we find in tools like PageSpeed Insights and Lighthouse, provide crucial information about website performance in terms of loading, interactivity, and visual stability.
How to do an SEO audit step by step
While every project is unique, at our digital marketing agency, the process of how to conduct an SEO audit usually follows these steps:
1. Define the goals and scope of the audit
Before diving into the data, it’s essential to establish the “why” and the “what” of our SEO audit. We sit down with the client to understand their goals: Are they looking to improve overall rankings? Solve a specific traffic drop? Prepare for a website redesign? Defining whether it’s a comprehensive SEO audit for a new site or a targeted focus on specific aspects of an established website allows us to focus our efforts and resources efficiently, avoiding distractions and going straight to what creates value.
2. Use the best SEO audit tools
We can’t perform an audit without the right tools. In our team of SEO experts, we rely on an arsenal that’s like our digital toolbox. For crawling and technical analysis, Screaming Frog is essential. For keyword research, competitor analysis, and backlink profiling, Ahrefs is our main ally. Google Analytics provides data on user behavior, while Google Search Console is Google’s direct voice on how it views and indexes your site. These are the best SEO audit tools we use consistently.
3. Perform the technical analysis of the website
This is our starting point. Using tools like Screaming Frog and data from Google Search Console, we perform a thorough crawl. We look for and document:
- Indexing issues: Blocked pages, 404 errors (page not found), duplicate pages, or pages with “noindex” tags.
- Site architecture: Click depth, URL structure, proper use of breadcrumbs, and clear navigation.
- Loading speed: We analyze server response times, image weight, script usage, and overall performance using tools like PageSpeed Insights.
- Mobile usability: We check that the site is responsive and provides an optimal experience on any device.
- Structured data implementation: We verify whether schema markup is present to improve visibility in search results.
- Security: We confirm the use of HTTPS protocol and other web security aspects.
4. Review content, keywords, and On-Page optimization
Once the technical aspect is in order, we dive into the heart of the site: the content and its individual optimization. Here we focus on:
- Content quality and relevance: We evaluate whether the text is unique, provides value, is well-written, and relevant to the target audience.
- Keyword analysis: We check the use of primary and secondary keywords, avoiding over-optimization (keyword stuffing) and detecting cannibalization.
- On-Page optimization: We thoroughly review each key element:
- Headings (H1, H2, H3…): Making sure they’re descriptive and include relevant keywords.
- Meta descriptions: Ensuring they’re attractive and encourage clicks.
- Image Alt tags: For accessibility and image SEO.
- URL structure: Making sure it’s friendly and descriptive.
- Readability: Use of short paragraphs, lists, bold text to make reading easier.
- Internal links: Connecting pages logically and helping distribute authority.
- Headings (H1, H2, H3…): Making sure they’re descriptive and include relevant keywords.
5. Evaluate backlinks and domain/brand authority
External links and reputation are crucial for SEO. In this phase, we analyze:
- Backlink profile: With Ahrefs, we identify the quantity and quality of links pointing to your site. We look for links from relevant and authoritative domains.
- Identification of toxic links: We detect low-quality or spammy links that could harm rankings and suggest disavow actions if necessary.
- Domain Authority (DA/DR): We compare your domain’s strength with that of your competitors to understand your position in the niche.
- Brand authority analysis: We investigate brand mentions on other sites, reviews, social media presence, and overall perception to understand how Google might interpret your brand’s trust and relevance.
6. Analyze user experience (UX) and Core Web Vitals
User experience is an increasingly important ranking factor. We focus on:
- Navigation and information architecture: Is it easy to find what users are looking for? Is the structure intuitive?
- Interactivity: Are elements clickable? Do forms work properly?
- Core Web Vitals metrics: We evaluate Largest Contentful Paint (LCP) for loading speed, First Input Delay (FID) for interactivity, and Cumulative Layout Shift (CLS) for visual stability, using data from Google Search Console and PageSpeed Insights.
7. Generate a report and prioritize actions
Once we have all the data, the crucial step is to generate a clear, actionable, and easy-to-understand report. This report should not only present the findings in each area (technical, content, backlinks, UX), but also propose concrete solutions. I always recommend prioritizing improvements based on their potential SEO impact and implementation difficulty. What’s easy to fix and has high impact comes first. My goal is for this report to serve as a clear roadmap for optimizing your website.
Professional SEO audit vs internal audit
This is where many companies find themselves torn. Should I do the SEO website audit myself using tools, or hire a team of experts? Let me be honest: doing an audit with your own tools can be a good starting point… if you have the technical knowledge. However, the limitations are clear. It requires time, experience to interpret the data, and a deep understanding of the latest Google trends.
Hiring an SEO agency brings immense added value. At MD Marketing Digital, we not only have access to the most advanced tools and a specialized team that knows how to use them, but we also bring an external and objective perspective. We’ve reviewed hundreds of websites, which allows us to spot patterns, anticipate issues, and propose more effective solutions than an internal analysis. It’s not just about data, it’s about having the experience to turn that data into an actionable strategy.
Frequently asked questions about SEO audits
How often should you do an SEO audit?
I recommend performing a complete SEO audit at least once a year. However, if your website undergoes a major redesign, migration, or experiences significant drops in traffic, it’s crucial to do it immediately. Google’s algorithms are constantly changing, and what worked yesterday might not work today.
How long does a complete SEO audit take?
The time varies and depends largely on the complexity and size of the website. For a small site, it could take about a week. For a large e-commerce site with thousands of pages, we could be talking about several weeks. The key is not to rush and to make sure every point is thoroughly covered.
How much does a professional SEO audit cost?
The cost of a professional SEO audit can vary significantly. It depends on the scope of the audit, the level of detail required, and the experience of the team conducting it. Prices can range from a few hundred to several thousand dollars. I always emphasize that it’s an investment, not an expense, since the long-term benefits often far outweigh the initial cost.
What’s the difference between an SEO audit and a quick diagnosis?
This is a common question. A quick diagnosis, often free, is a superficial analysis that gives you a general idea of some basic issues. A complete SEO audit, on the other hand, is a deep and detailed study that not only identifies problems but also proposes concrete solutions and an action plan. The difference is like comparing an X-ray to an MRI.
Conclusions
Conducting a complete SEO audit is one of the best decisions a company can make to strengthen its digital presence. Detecting errors early, optimizing technical performance, improving content quality, and increasing domain authority are key steps to gaining more visibility and more conversions.
If your company needs a detailed analysis and a clear action plan, I invite you to contact us at MD Marketing Digital. Our team can help you design a professional and personalized SEO audit, tailored to your business needs.
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