How to do our own SEO audit

You can pay quite a lot of money for an experienced analyst to carry out a full SEO audit on your website. It takes quite a lot of effort and won’t be cheap (not if it’s any good, anyway). However, if it pulls up enough opportunities to add hundreds or thousands of visitors a year, it can be a very sound investment. Sadly, despite the potential returns, many of us just don’t have the budget and may need to undertake a periodic DIY audit. What should this involve?

I’ve covered the various elements many times over the years, but just to summarise, you’ll need to examine:

  1. Backend optimisation: the performance and technical presentation of the website, including things like page speed, availability, crawlability and security;
  2. On-Page optimisation: this refers to the content that search engines see, including the behind-the-scenes stuff like meta tags and HTML markup as well as the visible content and its relevance to reallife searches;
  3. Links: these are hard to obtain in niche technical sectors, but consequently of much higher value, so understanding a site’s link profile is critical to assessing its SEO performance; and
  4. Competitor Analysis: analysis of both commercial and search engine competitors.

I’d spend some time online looking for ‘example SEO audits’ and ‘SEO audit templates’ to give you more ideas where to begin. Within each section there will almost certainly be a number of free or low-cost tools online which can help you assess the site for each part of the audit.