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SEO Site Audit: The Comprehensive Website Evaluation And SEO Audit Tool

SEO Site Audit by Semrush - Website

An SEO site audit is a comprehensive analysis of a website's performance and compliance with search engine optimization best practices. Its purpose is to identify technical and content-related issues and evaluate the website's structure, content, meta tags, backlinks, and other elements that can affect its visibility and rankings in search engine results. The benefits of an SEO site audit include improving search engine visibility, increasing organic traffic, and identifying new opportunities for targeting relevant keywords and phrases.

Some SEO audit tools are:

These tools can help businesses improve their online presence by providing insights into website structure and architecture, on-page optimization, technical optimization, backlink analysis, keyword research, and competitive analysis.

Why do you need an SEO site audit?

Slaterock Automation SEO Site Audit test result by Semrush

1. To evaluate the current state of the website and identify areas for optimization

Conducting an SEO site audit helps assess technical errors, identify SEO problems, analyze design and UX, and evaluate website content. By generating a checklist of site issues and recommending fixes, a site audit points out areas for improvement in website performance, conversion rates, and SEO rankings.

2. To identify any technical issues or problems that may affect the website's performance

The audit examines the website's technical framework, search engine friendliness, and user navigation experience in finding desired content. An SEO analysis can uncover high-priority technical issues such as slow load times, misconfigured redirects, HTTP header problems, and excessive CSS and JavaScript files.

3. To ensure the website's architecture is optimized for search engines

A well-structured site architecture facilitates easy discovery and indexing of all website pages by search engines. It also communicates to search engines the relative importance of pages, with those closest to the homepage being deemed more significant. To ensure optimal performance, it is recommended to maintain a flat site architecture, where it takes no more than three clicks to navigate from the homepage to any page on the site.

A good site architecture not only aids search engines but also improves user experience by enhancing navigation and facilitating the discovery of desired content.

4. To gauge the website's visibility and overall SEO health

An SEO site audit thoroughly examines a website's structure, content, technical issues, backlinks, and performance to identify improvement areas, which is crucial for assessing a website's visibility and overall SEO health. It helps identify technical and content-related issues that may impact a website's search engine ranking.

5. To provide a perspective on the website's success and to identify any opportunities for growth

An audit can pinpoint areas for improvement, including content optimization and enhanced website performance, by analyzing keywords, rankings, and traffic. Additionally, it uncovers opportunities for growth, such as identifying new revenue sources and improving conversion rates.

How to use most of the SEO Site Audit Tools

Step 1: Check To See If Your Site Is Mobile-Friendly

Having a mobile-friendly website is crucial due to the significant number of Google searches originating from mobile devices. Additionally, Google utilizes your site's mobile version for mobile and desktop searches.

To ensure favorable search engine rankings and provide an optimal user experience for mobile users, testing and optimizing for mobile-friendliness are essential such as Semrush's Free Site Audit tools, Google PageSpeed Insights, GTMetrix, and others.

Step 2: Identify site structure improvements

To identify site structure improvements using the SEO Site Audit Tool, follow these steps:

  1. Identify any pages not indexed by search engines. You can use the Google Search Console and see which pages are discovered and indexed.

  2. Ensure a flat site architecture, allowing users to reach any page within three clicks from the homepage.

  3. Resolve duplicate content issues. Make sure that your contents are unique.

  4. Add valuable content to pages with thin content. Thin content is little to no-value content usually added as a filler to pages and articles.

  5. Optimize metadata, including page titles and meta-descriptions, to enhance click-through rates.

  6. Check for appropriate keyword usage throughout the site. Avoid excessive usage of a single keyword on a single page.

  7. Identify and leverage link-building opportunities, including internal linking, to boost essential pages.

  8. Increase the number of blog posts per page to bring older posts closer to the homepage.

  9. Replace overlapping links with links to pages requiring equity.

  10. Collaborate with developers and designers to implement user-friendly solutions that improve page authority without sacrificing user experience.

By following these steps, you can identify and address specific areas for improvement in your website's structure, enabling you to enhance its competitiveness.

Step 3: Speed Up Your Site

To optimize website speed using the SEO Site Audit tool, analyze your site's HTML code with PageSpeed Insights. Test popular pages like blog posts and service pages to identify performance issues. Then, pinpoint bottlenecks by utilizing a speed testing tool like or GTMetrix.

Compress your images using a tool like Kraken and implement lazy loading to ensure quick rendering of your website. Prioritize addressing critical technical issues and site errors while checking for common mistakes that may hinder site speed.

Additionally, minimize HTTP requests, optimize images, and enable browser caching to enhance website speed further. It is important to remember that faster sites are more likely to achieve strong organic rankings. Talk to your hosting company to ensure your hosting services are updated and optimized to give you the speed your site needs.

Step 4: Scan for keyword optimization

Optimizing your pages for target keywords and relevant keywords can result in improved search engine rankings and increased website traffic. It is essential to conduct comprehensive keyword research and carefully analyze your content to identify opportunities for optimization.

Step 5: Check Your Organic Traffic

Organic traffic refers to the number of visitors who reach your website through search engine results pages (SERPs) without using paid promotions. It holds significant importance as it can contribute to higher search engine rankings, enhance brand visibility, and attract potential customers.

To assess your organic traffic using an SEO Site Audit Tool like Google Analytics, navigate to the "Acquisition" section and access the "Organic Search" category. Adjust the date range to cover the past 6-8 months to gain insights into the trend of your organic traffic. The data provided will indicate the number of users who discovered your site through search engines and whether your organic traffic has experienced growth or decline over time.

Leveraging this information, you can establish performance benchmarks and monitor the effectiveness of your SEO endeavors.

Step 6: Improve Your On-Page SEO

Improving your on-page SEO is crucial for boosting your website's visibility and search engine rankings. Start by optimizing your page titles, meta descriptions, and URLs with relevant keywords. Ensure your content is high-quality, well-structured, and includes headings, subheadings, and bullet points to enhance readability. Use descriptive alt tags for images and incorporate internal links to improve navigation and user experience.

Don't forget to optimize your page loading speed and make your website mobile-friendly. Regularly monitor and update your on-page SEO elements to stay ahead in search engine rankings and attract organic traffic.

Step 7: Set up keyword rank tracking

Keyword rank tracking is a vital component of effective SEO strategies as it enables you to monitor your website's performance and identify areas that require improvement.

Consistently tracking your keyword rankings gives you valuable insights into which keywords are performing well and which ones may necessitate improvement. This information empowers you to optimize your content and enhance your overall SEO strategy.

Step 8: Analyze Your Backlinks

Backlinks are crucial for high search engine rankings. Spammy links are a normal part of any link profile. Aim for a healthy backlink profile with a diverse range of high-quality links. Tools like Semrush have backlink analysis tools. You can mark bad links by "disavowing" them.

Step 9: Fix Broken Links

Fixing broken links is vital for user experience and SEO. Broken links can disrupt your internal linking structure and impede user navigation on your site.

To fix broken links using SEO Site Audit Tools, follow these steps:

  1. Use the tool to identify all 404 errors on your site.

  2. Assess the importance of each link to your linking structure and user experience.

  3. For high-traffic pages that previously linked to a deleted page, ensure they now 301 redirect to the new page or back to your homepage.

  4. Utilize a Chrome extension to identify broken links on a page-by-page basis.

  5. Automate internal linking suggestions and identify missing keywords and key phrases in your content.

  6. Whitelabel the audit reports for your clients.

  7. Repurpose past content and align them with current trends.

  8. Prioritize fixing the most critical technical issues and site errors first.

Step 10: Competitor analysis

Competitor analysis is crucial for enhancing your content and SEO strategy. Begin by utilizing a tool like Semrush to identify your competitors' top keywords. Examine the pages that rank for those keywords and analyze their content to determine the most effective practices within your niche. Consider factors such as content length, visual elements, and research studies.

Additionally, explore the websites that link to those pages to identify influential figures in your field and establish connections with them. Follow the actionable steps outlined in this guide, prioritizing changes that align with your objectives. Optimize your content by keeping introductions concise, using short paragraphs and frequent subheaders, and incorporating multimedia elements to enhance the appeal.

Benefits of using SEO Site Audit Tools

1. Comprehensive website analysis

SEO Site Audit Tools like Semrush and Ahrefs provide a comprehensive website analysis by evaluating a website's technical performance and content. It offers features such as a technical SEO crawler, instantaneous alerts for SEO changes, competitor website analysis, and keyword research and tracking.

The tools also generate reports that identify areas of improvement for each landing page, including Google's mobile friendliness and page speed scores, SEO scores, and the number of issues identified. Additionally, it tracks a website's average ranking position for chosen keywords on Google and provides insights into the traffic generated. The tool prioritizes actions by importance, offers white-label reports for agencies, and provides SEO services such as generating meta tags, robots.txt, and XML sitemaps.

Overall, SEO Site Audit Tools provides a comprehensive and strategic approach to improving a website's SEO health.

2. Identify SEO issues and opportunities

SEO Site Audit tools are essential for website owners and marketers looking to optimize their website's search engine performance. It enables users to identify SEO-related issues and opportunities, providing actionable data to address them proactively.

The SEO Site Audit tools scan over tons of audit metrics covering on-page and off-page SEO and technical SEO concerns. It categorizes these metrics into six actionable categories, identifying issues like keyword stuffing, plagiarism, adult content, errors with links and meta tags, crawlability issues, sitemap errors, and critical coding errors. Critical errors are prioritized to focus optimization efforts. The tools also track progress with historical reports and generate AI-based content optimization guidelines. Users can schedule and customize audits, create white-label reports, and share SEO roadmaps with stakeholders using a simple HTML link.

Overall, SEO Site Audit tools are indispensable for optimizing website performance and achieving better results in search engine rankings.

3. Check website performance metrics

SEO Site Audit Tools are vital resources for website owners to comprehensively assess their website's performance metrics. It thoroughly analyzes technical, on-page, and off-page SEO metrics. Here are the website performance metrics that need to be looked to:

  1. Check technical parameters such as page load time, redirects, and security (including HTTP and HTTPS issues).

  2. Review HTTP status codes, including 404, 401, and others.

  3. Utilize the audit report, which offers solutions for resolving identified issues and provides additional informational links.

  4. Scan all pages for meta titles, meta tags, meta descriptions, and links.

  5. Verify the quality of internal and external links.

  6. Track Core Web Vitals, which assess key user experience metrics.

  7. Obtain the total number of backlinks pointing to your website.

  8. Receive monitoring alerts for issues related to page resources, such as CSS and JavaScript.

  9. Resolve duplicate content issues.

4. Analyze site architecture and structure

Enhancing your site's architecture, you facilitate search engines in discovering and indexing your web pages. It ensures that essential pages receive appropriate prioritization. Ultimately, these improvements contribute to higher search engine rankings and increased traffic to your site.

5. Identify on-page and off-page SEO factors

SEO Site Audit tools effectively detect technical SEO issues, including problems with meta descriptions, meta titles, image alt text, and compression. The tool also thoroughly audits your backlink profile, pinpointing any toxic or spammy links and suggesting potential improvements to your information architecture.

Furthermore, the tools assess the quality of your content by identifying thin or duplicate content, examining keyword optimization, optimizing metadata, and highlighting opportunities for page updates. By analyzing page speed and scanning for site errors, the tool contributes to enhancing your website's user experience.

6. Mobile optimization check

Mobile optimization is a crucial aspect of SEO, given that 60% of Google searches come from mobile devices. Google now uses your site's mobile version for mobile and desktop searches. You can check mobile issues with Google PageSpeed and the Google Search Console.

7. Check for technical and markup issues

Performing a technical and markup audit using the SEO Site Audit tool is crucial for identifying and resolving issues that can negatively impact a website's search engine rankings. Common technical issues to look out for include wrongly configured redirects, long page response times, and many CSS and JavaScript files. Markup errors, such as missing or improper use of structured data and incomplete Open Graph tags, can also harm a website's visibility.

8. Get a list of keyword ideas

SEO Site Audit Tools identify high-intent, high-volume, and low-competition keywords relevant to your topic. By analyzing your website's structural organization, writing pattern, and tone, the tool generates a list of keywords to improve your organic search ranking. It also suggests optimizing your website's pages, including targeting keywords in the URL, title, H1, H2, meta title, meta description, and body copy.

What SEO website audit tool does Slaterock Automation use?

Slaterock Automation uses Semrush, Google Search Console, Google PageSpeed Insight, and Google Analytics as their primary SEO website audit tools. Slaterock Automation needs to use and maximize the best tools to provide more value to its clients.

What are the Free SEO Audit tools that users can use?

Numerous free SEO audit tools are available to assess a website's SEO performance. One such tool is Google Search Console, which is completely free and enables users to audit keywords, organic click-through rate (CTR), technical issues, and Core Web Vitals. SEMrush and Ahrefs are other well-known free tools that offer site audit or crawl features to evaluate overall search health and identify common inefficiencies that may negatively impact organic performance.

Additionally, these tools provide keyword research and backlink profiling functionalities, offering improvement recommendations based on the analyzed data.

How Important Is it to Solve Indexability and Crawlability Issues in SEO site audit results?

Resolving indexability and crawlability issues is crucial for enhancing organic search traffic to a website. These issues hinder Googlebots from comprehending and indexing website content. A technical SEO audit helps pinpoint such problems, including status codes, meta tags, internal and external linking errors, structured data, and JavaScript and CSS errors.

To enhance indexability and crawlability, webmasters should prioritize submitting a sitemap, improving internal linking, eliminating redirects, adjusting site structure, and ensuring mobile compatibility. The Google Search Console and Web Analytics tools offer valuable insights into website crawl ability, indexability, and user behavior upon landing.

Frequently Asked Questions / FAQs

What tools can be used to perform an SEO Site Audit?

Performing an SEO site audit entails utilizing various tools. SEO software such as Ahrefs, Moz Pro, and SEMrush offer site audit or crawl features that can identify common inefficiencies impacting your site's organic performance. Google Search Console is essential for checking technical fixes, Core Web Vitals, and submitting reoptimized pages for re-indexing. Google Analytics is also necessary for measuring the impact of your actions and prioritizing action items based on traffic volume or significant traffic drops. Page speed tools like Google's PageSpeed Insights and GTMetrix can assess website loading speeds.

Other useful tools include Siteliner for duplicate content checks, Xenu's Link Sleuth for broken links, and Google's Structured Data Testing Tool for schema markup evaluation.

However, it is crucial to correctly interpret the data and understand how to address the identified issues effectively.

What data does an SEO Site Audit provide?

An SEO Site Audit thoroughly examines various aspects of a website, including technical issues, crawlability, indexability, content structure, user experience, and mobile compatibility. It identifies a wide range of technical issues, such as status codes, meta tags, internal and external linking errors, structured data, and JavaScript and CSS errors. The audit tool performs continuous scanning of the website to identify SEO obstacles and opportunities. It presents a prioritized list of SEO issues in a user-friendly format, along with actionable steps to address them based on their impact.


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Founded by William Mingione and managed by Dominick Galauran.

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Slaterock Automation is a Digital Marketing Agency focused on bringing the power of Ai to small and medium-sized businesses throughout the United States and Canada. "We utilize Ai for businesses through functional web design, Ai SEO, and business process automation."


Slaterock Automation is a Certified Wix Partner, Certified Semrush Partner, and Certified Google Partner.  Slaterock has served over 100 Wix clients and currently manages over 25 active SEO and PPC campaigns.

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