Website audit

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Website audit is a full analysis of all the factors that affect website’s visibility in search engines. This standard method gives a complete insight into any website, overall traffic and individual pages. Website audit is completed solely for marketing purposes. The goal is to detect weak points in campaigns that affect web performance.[1]


The website audit starts from a general analysis of a website aimed at revealing the actions needed to improve search engine optimization (SEO). Many tools offer recommendations on how to raise the website rankings in search that can include on page and off page SEO audit such as broken links, duplicate meta descriptions and titles, HTML validation, website statistics, error pages, indexed pages and site speed.[citation needed] Site audit is applicable for all online businesses and improves different aspects of the websites.


There are many reasons to do a website audit, but in most cases SEO and content marketing are the main ones. Website audit made for SEO purposes discovers weak spots of a website’s SEO score and helps understand the state of SEO. Content audit is used to analyze the engagement and what changes have to be made to the content strategy to enhance the site’s performance.


There are multiple types of site audits, but the most well-known types of SEO audits are the following:

  • Website health audits - analyzing overall health of the website while revealing all issues that require immediate attention.[citation needed]
  • Security audits - accessing a site for potential vulnerability issues such as high value sites and high-risk verticals.[citation needed]
  • Competitive site audits - the ability to monitor all gaps and opportunities for website promotion, and detect the benefits and drawbacks of competitors.[citation needed]
  • Red flag and recovery audits - analyzing a website for impending penalties and site metrics when there is an oncoming peril of algorithmic penalties.[citation needed]
  • Conversion optimization audits - accessing a site for possible technical and onsite conversion problems.[2]
  • Technical SEO audits - this often involves crawling the entire site, beginning with a review of site content, structure, and adherence to best practices such as web accessibility.[citation needed]

All of these audits can form a part of the same audit. Each one is made to make sure that you have powerful and reliable system in place. It shows the unidentified dangers that can bring you down, tells what needs to change and what’s working well and what’s not good, and gives practical recommendations and insights into what need to prioritize more. All website audits start with site health audits.

Website health audit[edit]

Site health audit or also known as the “Where Do We Stand” audit scans the following areas for potential issues, challenges, and opportunities:

  1. Technical audit
  2. On-site audit
  3. Links analysis
  4. Optimization
  5. Usability and technologies

This type of site audit includes red flag warnings or other types of alerts that can violate the agreed on search engines’ terms of service. Each site audit shows technical errors hampering organic performance and prioritizes SEO efforts on improvements to drive online business results. All you need is just to get a quick pivot from a list of recommendations to make these website changes. Here are basic things that must be in each site audit report:

  • Summary analysis of a website - The audit contains a summary analysis with a quick understanding where the site stands, possible issues and what points of action should be.
  • Data - The audit tool must provide website data and key metrics to show when the website can be penalized for duplicate content or poor links, for example.
  • Red Flag Warnings - The tool must detect all warnings and references to any potential issues whether it’s a conversion or penalty.
  • Additional Recommendations - Each tool should provide tips and recommendations to improve the findings of seo site audit.

See also[edit]


  1. ^ "SEO audit: a complete guide to the basics". Retrieved 2016-09-12.
  2. ^ "SEO Website Audits: Everything You Need to Know". Retrieved 2014-03-12.