Overview Guide to SEO Audits

68% of all online experiences start with a search engine. 

When people want to shop for something, learn more about a topic, or look for a solution, they head to search engines.

They trust Google and other search engines to show them the answers to their questions, and the solutions to their problems.

And guess what, most won’t scroll past the first page for an answer.

This is why it’s so important to get your site ranking as high as possible for the relevant search terms and phrases.

But the competition is stiff.

To improve your website’s ranking and attract more of your target audience, you need to nail your SEO strategy.

That’s where an SEO audit can make a world of difference.

What exactly is an SEO audit and how does it work?

Today, we’ll share everything you need to know about this concept and what you can expect.

What is an
SEO Audit?

An SEO audit is a key process for improving the optimization of your website. It’s all about assessing your site from any errors that prevent it from ranking currently. 

SEO audits include several parts like:

Backlink Audit

A backlink audit is part of an SEO audit. Backlinks are part of your off-page SEO strategy. According to Google, backlinks are one of the top three ranking factors that the search engine considers! Typically, a backlink audit is performed as part of your overall SEO audit.

However, it is possible to only audit backlinks. Some brands may be looking to improve this one facet, and only need to dive deeper into backlinks. In that case, they may perform an off-page audit or even just a backlink audit.

This comparison may be helpful for understanding the two. Think of your SEO audits like certification and the backlink audit as one course within the certification.

Types of SEO Audits

A backlink audit is a subset of one type of SEO audit (off-page SEO). Here are some of the types:
White Hat Audit:
Ensuring all techniques used to adhere to Google’s guidelines, it searches for black-hat techniques that could get you in trouble. Black-hat SEO violates Google’s policies and can lead to bans on your site if caught.
On-Page SEO

Assesses the optimization techniques on your website and looks for areas you can improve.

Off-Page SEO

Evaluates the things you do off your site to help it rank better (like backlinks and social media). Read more about on-page vs off-page SEO in this guide.

Technical SEO
Analyzes the technical aspects of your website like how it’s being indexed, the speed, etc.

The Importance of SEO Audits

Essentially, the SEO audit looks for areas of improvement. It may uncover issues with site speed, gaps in content, technical SEO issues, and more. Overall, it helps you identify where competitors may be outranking you.

The strongest SEO strategies begin with an audit. You need a clear understanding of your starting point before embarking on other digital marketing efforts.

Yes, the audit takes time and resources. However, it’s well worth doing!

Here are some of the top benefits you can expect:

When To Do It

When exactly should you do a website audit? Considering the time and resources it takes, you want to maximize the benefit by choosing the right moments. 

Many organizations are tempted to immediately do audits. The truth is that when you first set up your online business is not the time for an audit. Why not? You have no data to go off of yet!

Before you can perform a valuable audit, you need website traffic and data to assess. So yes, when you set up your website you want to implement an SEO plan, but you won’t yet do an audit.

Once your site has gotten some time to gain visitors and data, then you will need an audit. Additionally, certain events may trigger you to perform one. If you’re facing any of the following challenges then you should do it now:

All of the above are tell-tale signs you need an audit to help you get back on track. In general, though, you don’t want to wait until disaster strikes. Instead, you should run an audit during a consistent interval. Many organizations find a quarterly audit to be helpful.

Parts of an SEO Audit

A backlink audit is a subset of one type of SEO audit (off-page SEO). Here are some of the types:

User Experience (part of on-page)

What is the experience like for website visitors? What are simple improvements you can make? What more sophisticated changes can boost the user experience? User experience includes the following:

General SEO

Using a quick audit tool (we’ll share some options shortly) you can check for the following general SEO items:


How fast does your speed load? Even a couple of seconds here makes a huge difference. Here are the various aspects to consider:

Engagement/ Off-Page SEO

Engagement is a form of off-page SEO that can help Google view your site as more legible and authoritative.


There are several different tools you can use for your audit. We highly recommend using tools that integrate with Yoast SEO.

Here are some of the tools to consider:

What to Expect

Your SEO audit should be extensive enough to cover the main components of your SEO strategy. Ultimately, it should offer a large picture view of your current SEO standing and provide insights for future actions. 

Rushing an audit is not a wise choice. Instead, you should expect to spend the proper amount of time on it. The last thing you want is to rush your audit and miss out on key findings.

Additionally, your audit should be customized to your website and your brand. Not every aspect of technical SEO is required for every website.

So, how long should you expect to spend on the audit?

The time frame can vary significantly, anywhere from a couple of weeks to a couple of months. As a general reference, you should expect to dedicate at least 2-6 weeks to your audit. Of course, future check-ins will not all need to be this long. After resolving many issues from your primary audit, more frequent ones tend to be quicker and simpler.

What to Do
After Your Audit

The audit is really just the first step to making huge gains in SEO. It should offer you a clear view of where you stand and where you need to improve. 

The key is to leverage the insights you gain from your audit. Here are some tips to help:

Engage 2 Engage is Here to Help

Along with our detailed guide of helpful advice, there are many excellent tools out there to help you with your SEO audit. The truth is, it’s doable even without expertise. 

However, you need to dedicate significant time (and brainpower) to a successful, effective audit. While running your business, time is not something you can often spare. This is why so many small business owners and entrepreneurs forego their audits. In turn, they struggle with sinking traffic and conversion rates that are completely preventable. 

The best solution for your SEO audits is our dedicated team here at Engage 2 Engage. We offer comprehensive marketing solutions for small businesses 3and entrepreneurs because we want to see you succeed!

You can count on us for all of your web tech, marketing automation, content, and design needs. Our done-for-you services will help you create and implement a powerful strategy to grow your business online. 

Learn more about how we can help with your SEO audit and more today. Check out our Marketing Programs now! 



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