Last Updated on June 20, 2022

This post is based upon a larger piece titled: SEO Audit – Basic to Advanced Guide for 2018, Examples & Checklist PDF by Matt Jackson

Now on with the analysis.

What is an SEO Audit?

An SEO audit is how you analyse the problems and the opportunities of a website within its industry and outside it in Google. It can often look at a variety of different problems, including on website problems and off website problems.

These can range from technical, or code based changes, or semantic changes. They even relate to strategy changes in terms of how the approach of the website works within search. They can be a great way to prioritise existing problems to identify the best solution possible moving forward.

Why do SEO audits help your website?

An SEO audit can help your website by identifying the key areas where it lacks within Google, and how to optimise it for better rankings. This in turn will provide more free traffic to the website, and therefore generate new leads for the business which could help them make more money and thrive.

How do audits differ from local and ecommerce SEO?

There are several differences between a local audit and an E commerce audit which you may not be aware of. A local audit often involves what is called a citation audit, which involves looking at mentions of the business name, address, and phone number. These citations must be consistent with their information, and therefore an audit will analyse how consistent these citations are, and what should be done to make them better. Any commerce audit will look at things such as cannibal pages, product page related SEO, and duplicate content in relation to product filters.

What has changed in 2018 in SEO in general?

Over the last year the Google algorithm has moved towards a more automated, machine learning based approach than over the last 5 years. This in turn has led SEO to move to an even more user centric approach, with edits such as user engagement and satisfying the second click being of vital importance. This has been shown with countless Google algorithm updates, such as the Caffeine, Penguin and Panda updates.