Why Do You Need To Perform An SEO Audit?

May, 22 | 36 min read
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From a consumer point of view, it might seem easy to run a website. However, the reality is far from it. The real challenge is not creating a workable website but maintaining its efficiency and visibility in search results to drive consumers to your site. And you can only do so much before it starts to fall in ranking, thanks to the ever-changing algorithm of Search Engines.

Today, businesses worldwide like to incorporate their websites with different tools and marketing techniques like SEO to provide consumers with an optimal user experience. That way, they not only do their websites rank better on the Search Engines Results Page but generate more traffic as compared to others. Result? Higher credibility and Return On Investment.

seo audit analysis

That said, SEO optimization is not a one-and-done process. In reality, you could be doing everything right, yet there might be a 90.63% chance that your website does not bring any organic traffic your way. And this is where SEO Audit comes in. This way, you can analyze your website’s performance any time it drops in ranking or conversion rate and determine the underlying issues or even discover opportunities that can better its efficacy.

So, in this article, we will walk you through all the ways your business can benefit from incorporating an SEO Audit. Keep on reading to learn the following aspects,


  • An SEO Audit is the process that helps evaluate your website's SEO practices and how it aligns with the overall objectives.
  • It allows you to analyze the performance of your website based on SEO effectiveness. Thus, you learn where your website lacks and how you can fix it before the situation escalates.
  • While you cannot possibly exaggerate the advantages of running an SEO Audit, you should know of a few benefits that you can reap from running this audit.

What Do You Mean by SEO Audit?

With Google changing its algorithm every other month, it is almost impossible to exaggerate the benefits of SEO Audit. So, what is an SEO Audit? As the name suggests, it is an auditing process for your website that you can perform manually or through platforms available in the market.

SEO Audit, in simple terms, is the process through which you can analyze the effectiveness of your marketing and sales strategies, avoid the SEO mishaps, and determine the modifications needed to stand back up after a possible website failure. It is a comprehensive evaluation process where the tools or the auditor checks every nook and cranny of your website to determine where it might have been falling behind.


While you may have your website optimized with SEO, there are more than 200 ranking signals that play into determining the rank of your content. So, your content can have all the necessary keywords within, but there can still be a significant possibility that it lacks visibility when consumers search for relative keywords.

Why? Because not only does it take time for Google to evaluate your content credibility, by the time it determines your ranking, the keyword trends and algorithms may change by then. That is why you must run consistent audits since there is no one-size-fits-all for SEO.

Although most SEO Audits focus on the best practices, they fail to deliver client objectives. And while that may be the case, you can still uncover fundamental predicaments with a routine checkup. With that, there are aspects that you should look for in an SEO Audit,

  • On-page SEO
  • Off-page SEO
  • Technical SEO
  • Organic ranking
  • Organic traffic
  • Google Search Console
  • XML sitemaps
  • Competition insight
  • Device friendliness
  • Internal and external linking
  • indexability
  • Website efficiency
  • Website structure.

Top 6 Reasons Why Should Initiate an SEO Audit

Since a website builds your credibility with your prospective customers, the better of an impression you create, the better your chances of converting those prospects into paying customers. And according to research by Missouri University, an average user takes up to 2.6 seconds to form an image after entering your site. And an SEO Audit is what can help you stay on top of your game.

SEO audit

Even if your business is SEO optimized, there are instances that it may be lacking against other market competitors. Companies have this misconception that they are good to go once they optimize their backlinks, content, and other aspects with SEO. However, that is not the case.

As a result of Google shuffling its algorithm to optimize its user experience, the ranking signals change by default. So, the rules that used to help your content rank higher may now

  • lower your rankings
  • bring less organic traffic to your site
  • and decrease the user experience

With that in mind, an SEO Audit can help you uncover the aspects pushing your rankings in the opposite direction. For instance, you may be using the keywords that Google is now using to categorize different contents; or using the right keywords but dispersing them too often. Aspects like these not only cause your rankings to decrease but can also cause Google to list your content as spam.

To Identify the Keywords

When it comes to SEO, keywords play a significant role in determining how your content performs at the end of the day. That said, many businesses either fail to understand

  • which keywords to use and to what extend
  • which keywords bring the most traffic

That is because companies tend to believe that more keywords mean more leads. However, when you clutter your content with keywords, Google tends to mark it as spam, causing your website to lose credibility and not show up on the results page. You need to understand your audience first and identify the keywords that drive the consumers to your site to rank better.

So, the reason behind your content's failing performance can easily be poor optimization. In this case, SEO Audit helps you identify the keywords that bring about the most organic traffic to your site and help search engines recognize your content better.

To Analyze the Market Competitors

To rank higher on the SERP, you need to repeatedly analyze the market competitors and identify the recent trends and methods they incorporate within their system. Experts suggest that you run Audits at an interval of two to three months.

Why? Because Google tends to repeatedly change its algorithm to evaluate which contents deserve to be at a higher ranking. The idea is to provide users like you and me the privilege of not skimming through multiple pages to find the content we want. So, every time the algorithm changes, your ranking changes.

Therefore, if you are not consistent with your updates and keywords, Google will rank your competitors higher than you on the search results page. And this increases your chances of losing potential consumers to your local competitors.

With SEO Audit, you get to take a peek behind the curtains at your competitors and tailor your strategies accordingly. So, this gives you the edge of knowing what they are up to and strategizing better, for instance, assessing their keywords, analyzing their backlinks, their website or application structure, and much more. This way, you can modify your own website features, target the sites linking to their site to build your domain, and use relevant keywords to get your content featured on the top pages.

To Improve the Website Performance

SEO Audit gives you a fresh pair of perspectives to understand what exactly went wrong and how you can fix it to provide your customers with the best user experience. And with more than 200 ranking signals, anything could be putting off the site's performance.

website performance analysis

Today, it is not enough to only optimize your blogs, and internal and external links with SEO consumers demand more than that. And based on this, Google ranks your website depending on its useability, speed, service quality, relevancy, etc. So, you require much more than just keyword optimization to generate organic traffic.

When you run an SEO Audit, you identify the areas where your website lacks in performance and fails to deliver the optimal user experience. So, it allows you to invest in modifying your website features and increase user satisfaction. This way, the next time Google ranks your content, it identifies you as a reliable source.

To Modify the Structure of the Website

The structure of your website plays a significant role in helping Google identify your content and navigate through the web pages. Thus, this allows you to gain credibility in the long run.

However, most businesses fail to understand how their website should reflect the overall aesthetic of their brand and its objectives. In this regard, the structure of your website will depend on the type of your business. For instance, if you are a service provider, the first thing that your users should be able to see are the latest offers and discounts and navigate through your site to determine which offer they want to choose.

Moreover, you should categorize your site so that the customer gets an idea of your brand the moment they visit your site. All of these aspects appeal to a customer. And the more you add to the flexibility and user satisfaction, the better your rankings will be and the more revenue you will generate at the end. And an SEO Audit helps you identify how you need to categorize your website to get the most outcome.

To Measure the Effect of Website and Keyword Modifications

SEO is not one of the marketing techniques that you can incorporate with your site in hopes that it will do its job on its own and you will not have to modify your web page anymore. And for that, we have SEO Audit, which can help us identify the underlying issues that may have been causing the SEO optimization to not work for your content.

performance measure

However, once you identify the problem, it is up to you to track the progress of the latest modifications. For instance, let's assume that you analyze the market competitors while auditing and identify some poor-performing keywords. So, you make the necessary alterations.

That said, your work does not end there. From there on, you need to routinely check the progress of your keywords in generating organic traffic. And the same goes for your website's structure and internal and external links. You need to know the newer sites that have been linking to your competitors and how Google altered its algorithm every other month.

Final Takeaways

SEO is how you rank better on the SERP, and SEO Audit is how you maintain your position. And it may seem tempting to go through all the issues brought to light by the SEO Audit; you need to prioritize the ones that affect your business the most.

Needless to say, SEO Audit allows businesses to increase conversion rates and generate more ROI. However, performing audits every other month can be time-consuming and expensive; if done manually. And this is where platforms like RankToday come in.

rank today
From RankToday

At RankToday, we understand that content is the biggest weapon determining a website's credibility and performance. And we know how much time, effort, and budget it takes to reach such goals. We are here to help you with our team of industry specialists to increase your reach to a larger audience. So, sign up today and allow your business to grow to higher lengths.

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