The Importance of Performing an SEO Audit on Your Website

Do you know why performing an SEO audit on your website matters so much? This process is not only important when you hire an SEO company to help your site rank better. You need to understand both why your SEO audit is important upfront and how its recurring presence is crucial for your success in the long run too.

Getting an SEO Audit on Day One

You are about to go heavy on a fresh SEO campaign. The very first move is to see where your website stands. Then, you can work on building the approach optimization strategy to hit your SEO goals.

The initial audit will tell you what you are doing right and where you can make drastic improvements. For example, look below at some basic rules for SEO-friendly content.

  • H1 tag for blog title (similar to “URL slug“), containing a primary keyword.
  • H2 tag for section titles — include variants of primary keyword.
  • H3 tag for sub-sections, often with long-tail keywords.

These general rules are only a small part of on-page SEO for ranking content. You still need to look at the content depth, internal and external linking practices, word count, and much more.
However, checking to see whether any pages do not follow these basic content rules can really give you clarity. The insight you get will tell you what’s holding your site back from an optimal ranking performance. From there, you can build a plan to fix any on-site SEO factors that are not done right.

Don’t Forget the “Follow Up” SEO Audit

You need to check in on your SEO improvement efforts every so often. It never hurts to do so, but every 3-6 months is fine. You or your SEO provider will likely use SERP monitoring services anyway, which gives a good indication of your ranking progress.

The follow-up audit should be just as in-depth as your original audit. Sometimes people skimp out and only look at a few variables. While that’s fine if you run highly frequent audits, after three months or longer you need that big check up.

For example, the changes you make to your website will not always go without notice. Something you do could drop your page load speed — which is a huge on-site SEO ranking factor. Likewise, sometimes web page URLs can change or suddenly go dead, which is something you need to catch.

How to Prepare Your SEO Audit

The best way to prepare for an SEO audit is to view a sample checklist on the web. Many websites provide suggestions on what to look for, but not all have the authority to make followable recommendations. In short, there are a couple industry leaders you can respectfully trust as guidance for planning your own SEO checklist.

Check out the on-site SEO audit checklist from SEMrush and the technical site audit checklist from Moz. What if you have an SEO service provider that offers to do audits on your behalf? That’s great, but you should compare what they examine with what’s on these sample checklists. You should also formulate specific points to check for based on the most recent changes in Google’s search engine algorithm. Moz provides regular coverage on Google’s algorithm changes, along with relevant details and studies.


The SEO audit is a very important part of upholding your website’s ranking strength. It’s the factors you compare that make all the difference though, so be careful when planning your audit. Focus on pointing out any weak points in your current ranking strategy and make adjustments as you go to continually rank better.

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