How to Perform an SEO Audit

How to Perform an SEO Audit: A Comprehensive Guide for B2B Companies

steve phipps

Steve Phipps

CEO, President, Chief Strategist

January 2, 2025

Imagine you’ve just built a new house. The structure looks solid, but over time, you notice small issues—a drafty window, a squeaky door, or a leaky pipe. If left unaddressed, these minor problems could lead to costly repairs. The same principle applies to your website. Without regular checkups, your site could develop hidden SEO issues that prevent potential customers from finding you.

That’s where an SEO audit comes in. If you’ve been wondering how to perform an SEO audit, you’re in the right place. This guide breaks down the three critical areas of an SEO audit—on-page, off-page, and technical—so you can identify problems, optimize your website, and boost your search engine rankings. Let’s dive in!

What Is an SEO Audit?

An SEO audit is a comprehensive review of your website to uncover issues that may be affecting its ability to rank in search engines. Think of it as a health check for your site. A successful SEO audit includes three key areas:

  • On-Page SEO Audit: Focuses on optimizing keywords, content, headers, and internal links.
  • Off-Page SEO Audit: Examines backlinks, directory listings, and your online reputation.
  • Technical SEO Audit: Ensures your site is fast, mobile-friendly, and accessible to search engines.

When you optimize these areas, your site becomes more visible, user-friendly, and better equipped to convert visitors into leads.

Why Do You Need an SEO Audit?

An SEO audit is the cornerstone of a well-performing website, ensuring that every aspect of your site is optimized to attract and convert potential customers. It provides a clear roadmap for improving your visibility, enhancing user experience, and staying ahead in a competitive market. Here’s why it’s essential:

  • Uncover Hidden Issues: Duplicate content, broken links, and slow-loading pages can silently harm your rankings and frustrate visitors. An audit brings these issues to light so they can be resolved quickly.
  • Boost Search Rankings: Regular audits fine-tune your on-page, off-page, and technical SEO, helping your site climb to page one of Google for key search terms that matter to your business.
  • Improve User Experience: A fast, well-organized website keeps users engaged, builds trust, and increases the likelihood of conversions. Visitors should find what they need quickly and easily.
  • Stay Competitive: In a constantly evolving digital landscape, frequent audits allow you to adapt to algorithm updates, capitalize on new opportunities, and outpace competitors in search engine results.

When you make SEO audits a regular part of your digital strategy, you’re not just fixing problems—you’re uncovering new ways to drive growth. By staying proactive, you’ll ensure your website remains a powerful tool for building your brand, generating leads, and achieving long-term business success.

How Often Should You Audit Your Site for SEO?

SEO isn’t a “set it and forget it” strategy. Search engines constantly update their algorithms, and your competitors are always working to outrank you. That’s why regular SEO audits are essential to ensure your website stays optimized and competitive. But how often should you perform an audit? The answer depends on your goals, industry, and how often your website changes.

Here’s a general guideline for determining your audit frequency:

  • Perform a full B2B SEO audit every 6-12 months. This ensures your site stays aligned with best practices and continues to deliver results.
  • Audit immediately after a major site change, such as a redesign or migration. These changes can introduce technical errors or disrupt your SEO structure, so it’s crucial to check for issues.
  • Conduct an audit if you notice a drop in traffic or rankings. This can help identify the root cause, whether it’s a technical issue, content problem, or lost backlinks.

By regularly auditing your site, you’ll stay ahead of potential issues, adapt to changes in search algorithms, and maintain a competitive edge. This proactive approach ensures your site is consistently optimized to drive traffic, generate leads, and support your business goals.

Read More: Mastering On-Page SEO: A Guide for B2B Small Businesses

How to Perform an SEO Audit: The Three Main Areas

On-Page SEO Audit

Step 1: Assess Keywords and Content

Start by evaluating your keyword strategy. Are you ranking for the right terms? Use tools like Google Search Console, SEMrush, or Ahrefs to see which keywords are driving traffic. Your content should address your audience’s pain points and align with their search intent.

Competitors outranking you? Study their content. Analyze what topics they’re covering and how they’re addressing their audience’s needs. Use these insights to refresh and improve your content.

Step 2: Optimize Page Titles and Headers

Your Page Title appears in search results, while your H1 is the main headline users see on your site. These elements serve different purposes but should both include your target keyword.

One common mistake is overusing or completely omitting H1s. This often happens with DIY website builders, which prioritize design over SEO best practices. Ensure each page has one H1 and uses H2s and H3s to create a clear structure. Proper header use improves both user experience and search engine understanding.

Step 3: Audit Internal Links

Internal links connect pages on your site, guiding both users and search engines. Check for broken links and replace them with functional ones. Use anchor text that describes the linked page’s content (e.g., “SEO audit checklist” instead of “click here”).

Ensure your most important pages, like service or product pages, have plenty of internal links pointing to them.

Step 4: Check for Duplicate Content

Duplicate content confuses search engines and can hurt your rankings. Recent Google updates penalize sites with excessive duplication. Use tools like Yoast, RankMath, or SEMrush to identify duplicate content and fix it by consolidating pages or rewriting content to add unique value.

Step 5: Optimize Images

Images enhance your content but can slow your site if not optimized. Make sure your images:

  • Have descriptive file names (e.g., “b2b-seo-audit.jpg” instead of “IMG12345.jpg”).
  • Include alt text with relevant keywords.
  • Are compressed to reduce file size without sacrificing quality.

Read More: Essential SEO Terms Every B2B Small Business Owner Should Know

Off-Page SEO Audit

Step 1: Analyze Backlinks

Backlinks, or links from other websites to yours, are a major ranking factor. Use tools like Ahrefs or SEMrush to analyze your backlink profile. Focus on building high-quality links from reputable sources.

If you find toxic or spammy backlinks, disavow them using Google Search Console. Strengthen your profile by partnering with industry leaders, guest posting, or getting featured in reputable directories.

Step 2: Audit Directory Listings

For B2B businesses, directory listings are crucial for visibility and credibility. Ensure your business is listed in key directories like LinkedIn, Glassdoor, and industry-specific platforms.

Consistency is key—make sure your Name, Address, and Phone (NAP) are identical across all listings. Optimized directory profiles with relevant keywords and positive reviews can boost both your search visibility and customer trust.

Step 3: Compare Competitors’ Off-Page Strategies

Study your competitors’ backlink profiles and directory listings. Are they listed in directories where you’re absent? Do they have links from industry-specific blogs or publications? Understanding their strategy can reveal opportunities for you to improve your own off-page SEO.

Read More: SEO for Small Businesses Overview: What It Means and How to Get Results

Technical SEO Audit

Step 1: Test Site Speed

A slow website frustrates users and can harm your search rankings. Use Google Lighthouse or PageSpeed Insights to analyze your site’s speed and identify areas for improvement. Lighthouse provides a detailed breakdown, including opportunities to compress images, reduce unused CSS or JavaScript, and enable browser caching.

Step 2: Ensure Mobile-Friendliness

More than half of web traffic comes from mobile devices. Use Google Lighthouse or Google’s Mobile-Friendly Test to check if your site performs well on smaller screens. A responsive design ensures users have a smooth experience, no matter their device.

Step 3: Check for Broken Links and 404 Errors

Broken links can hurt user experience and rankings. Use tools like Screaming Frog or SEMrush to find and fix broken links. While you’re at it, optimize your 404 page with a helpful message and a link back to your homepage or key pages to keep visitors on your site.

Step 4: Review Crawlability and Indexability

Search engines need to crawl and index your site to understand its content. Use Google Search Console or Screaming Frog to check for crawl errors, blocked pages, or misconfigured robots.txt files. Resolve these issues to ensure your entire site is accessible to search engines.

Read More: How to Write SEO-Friendly Blog Posts That Reflect Your Brand

Take Your Website to the Next Level with Expert SEO Audit Services

Performing an SEO audit may seem overwhelming, but it’s one of the most effective ways to uncover opportunities and resolve hidden issues that could be holding your website back. By thoroughly reviewing your on-page, off-page, and technical SEO, you’re laying the groundwork for long-term success in search rankings and lead generation.

At Wayfind Marketing, we understand the unique challenges B2B businesses face when it comes to SEO. Our team of experts is here to help you optimize your site, outpace your competitors, and attract more qualified leads. Whether you’re ready to tackle an audit on your own or prefer professional guidance, we’ll equip you with the tools and strategies needed to drive measurable results. Let’s get started today!

SEO Audit FAQs

Q: Why is an SEO audit important?

A: An SEO audit is crucial because it helps you identify and fix issues that could be preventing your site from ranking well on search engines. For example, an audit may uncover broken links, duplicate content, or slow-loading pages—all of which can negatively impact your rankings and user experience. By addressing these issues, you’ll improve your site’s visibility, attract more qualified traffic, and provide a smoother experience for your visitors. Regular audits are essential to keep your site aligned with the latest SEO best practices.

Q: How much does an SEO audit cost?

A: The cost of an SEO audit varies depending on the size and complexity of your site, as well as the depth of the audit. On average, smaller websites can expect to pay between $500 and $1,000, while larger, more complex sites—such as e-commerce platforms—may cost $2,000 to $5,000 or more. Factors that influence cost include the number of pages, the types of issues uncovered, and whether you’re working with a freelancer, agency, or using an automated tool. While it’s an investment, the insights gained from a professional audit can deliver a significant return by improving your search rankings and website performance.

Q: Is an SEO audit worth it?

A: Absolutely! An SEO audit provides actionable insights that can significantly boost your website’s performance. For example, businesses that perform regular audits often see a 20-30% increase in organic traffic within six months. An audit can help you identify keyword gaps, improve site speed, and resolve technical issues, all of which contribute to better search rankings and user experience. If you’re serious about staying competitive and generating more leads, an SEO audit is a smart investment.

Q: What does an SEO audit include?

A: A comprehensive SEO audit includes three main components:

  1. On-Page SEO: This involves optimizing your keywords, headers, content, and internal links to ensure your site is relevant and user-friendly.
  2. Off-Page SEO: This focuses on backlinks, directory listings, and your online reputation to improve your domain authority.
  3. Technical SEO: This includes checking your site’s speed, mobile-friendliness, and crawlability to ensure search engines can easily index your pages.

Each element plays a critical role in performing an SEO audit, helping your website rank higher, drive traffic, and convert leads. For example, optimizing your on-page SEO ensures that users and search engines easily understand your content, while technical SEO improves your site’s performance and accessibility.

Q: Why do an SEO audit?

A: You should perform an SEO audit to stay competitive and ensure your website is fully optimized. Here are a few key scenarios:

  • Traffic Drops: If you’ve noticed a decline in traffic, an audit can uncover potential causes like algorithm changes, technical errors, or lost backlinks.
  • Site Redesign or Migration: After major updates, an audit ensures everything is still optimized and working correctly.
  • Competitor Advantage: If competitors are outranking you, an audit helps you identify gaps in your strategy and find opportunities for improvement.

Regular SEO audits help keep your site aligned with search engine best practices, making it easier for potential customers to find you online.

steve phipps

About Steve Phipps:

Steve Phipps, president of Wayfind Marketing and a certified They Ask, You Answer Coach, brings over 25 years of marketing expertise. His practical, client-focused approach has helped numerous businesses grow. As a former CMO for multiple companies and a Chick-fil-A franchise owner, Steve understands the challenges small business owners face. He leads Wayfind Marketing with a mission to help business owners grow their companies without the usual headaches, emphasizing strategies that position companies as authorities in their field.

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