Ever wonder why your site isn’t ranking—or why it was ranking and suddenly isn’t?

That’s where an SEO audit comes in.

An audit helps you figure out what’s working, what’s broken, and what needs to be improved to give your website a better shot at ranking on Google.

Let’s break down what an SEO audit is, what it includes, and when you should run one (hint: it’s not just when something’s on fire).

What Is an SEO Audit?

An SEO audit is a comprehensive check-up of your website’s health from a search engine’s point of view.

Think of it like a diagnostic report. It scans your site for issues that could be hurting your visibility in search engines—and opportunities you might be missing.

Depending on how deep you go, an audit can cover everything from broken links to missing meta descriptions to indexing issues.

What’s Included in an SEO Audit?

While every SEO audit is a little different, here’s what most include:

1. Technical SEO Checks

See which pages people are visiting most. Look for:

  • Is your site indexable by Google?
  • Are there broken links (404 errors)?
  • Is your site mobile-friendly?
  • Is it loading fast?
  • Are your sitemaps and robots.txt set up correctly?

Tools like Google Search Console and Screaming Frog help with this part.

2. On-Page SEO Checks

  • Do your pages have proper title tags and meta descriptions?
  • Are you using headers (H1, H2, etc.) correctly?
  • Is content optimized for keywords?
  • Are you using image alt text?
  • Are internal links structured properly?

Even something simple—like forgetting to optimize your homepage—can throw things off.

3. Content Analysis

  • Is your content thin or outdated?
  • Are blog posts answering real search questions?
  • Are there duplicate pages or keyword cannibalization?

Google rewards quality. If your content is bland, copied, or irrelevant, it’s dragging you down.

4. Local SEO Signals (If Applicable)

  • Is your Google Business Profile optimized?
  • Do you use location-based keywords?
  • Are NAP (Name, Address, Phone) details consistent across directories?
  • Are you earning local backlinks?

This part is crucial for small businesses targeting specific areas.

5. User Experience Factors

  • Can visitors easily navigate your site?
  • Are buttons clickable and forms working?
  • Is the design mobile-responsive?
  • Are CTAs clear and visible?

Google cares about UX (user experience)—and so do your customers.

When Should You Do an SEO Audit?

Here are five good reasons:

1. You’ve Never Done One

If your site’s been up for more than 6 months and you’ve never looked under the hood, it’s time.

2. Your Rankings Dropped Suddenly

A sharp dip might mean something broke, your competitors got better, or Google rolled out a new update.

3. You Just Launched or Redesigned a Site

Even small changes in design or structure can impact SEO—an audit helps catch issues early.

4. You’re Investing in SEO or Ads

Before spending a penny on marketing, make sure your site is ready to convert that traffic.

5. It’s Been 6–12 Months

Contrary to popular beliefs, SEO is not “set it and forget it.” A twice-a-year checkup keeps your site lean, mean, and search-friendly.

Common SEO Audit Mistakes

  • Only checking your homepage
  • Ignoring mobile or page speed issues
  • Fixing surface-level stuff but ignoring deeper structure
  • Using only one tool instead of combining insights
  • Not actually fixing the problems the audit reveals

The audit’s just the first step—you’ve gotta act on it.

TL;DR

  • An SEO audit checks your site’s health for search engines
  • It looks at technical, on-page, content, and local SEO issues
  • Run one if you’ve never done it, your rankings drop, or it’s been 6+ months
  • Use the audit to fix, improve, and grow

Final Thoughts

An SEO audit isn’t just for when things go wrong—it’s something every business should build into their digital routine.

Whether you DIY it or work with an expert, regular audits can reveal powerful insights and quick wins.

Let’s do a free checkup on your site and see what’s going on under the hood.