How to Do an SEO Audit: 33-Step SEO Audit Checklist 

An SEO audit is a structured process used to evaluate performance of a website in search engines. It helps uncover technical issues, content weaknesses, and visibility barriers that reduce organic traffic. To perform an SEO audit, businesses assess how well their website aligns with current search engine requirements. This includes examining on-page elements, technical setup, backlink profiles, and user experience signals. A strong SEO audit checklist provides a step-by-step method for identifying and fixing these problems.

An SEO audit is essential for improving ranking, increasing crawl efficiency, and guiding future strategy. It ensures the website remains accessible, relevant, and competitive in search results. This article outlines a complete 33-step SEO audit checklist that covers three major areas: technical SEO, on-page SEO, and off-page SEO. Each step helps isolate problems and apply solutions that boost performance. The checklist provides a reliable foundation to effectively perform an SEO audit and improve long-term search visibility, whether auditing a small blog or a large e-commerce site.

What Is an SEO Audit?

An SEO audit is a systematic evaluation of a website to assess its ability to rank in search engines and uncover issues that impact visibility, relevance, and performance. The SEO audit identifies issues across technical, on-page, off-page, and user experience areas. A complete SEO audit examines elements that impact how search engines access and understand content.

The SEO audit operates as a diagnostic process. It examines how well a website aligns with best practices that affect crawlability, indexability, and relevance. SEO audit findings reveal obstacles that prevent efficient search engine processing.

The purpose of an SEO audit is to uncover limitations that reduce website visibility in search results. The SEO audit pinpoints inefficiencies, broken structures, and missing elements that affect ranking. It functions as the foundation for structured analysis and technical correction.

A standard SEO audit covers four core dimensions. On-page analysis assesses content structure, keyword use, and metadata implementation. Technical SEO checks include speed, crawl status, mobile usability, and secure protocol configuration. Off-page evaluation looks at backlink profiles and domain authority. User experience analysis tracks layout efficiency, responsiveness, and interactive performance.

Search professionals conduct the SEO audit using specialized tools and manual review processes. Each SEO audit compiles data across site crawlers, keyword trackers, and backlink platforms. This ensures the audit captures technical structure and search alignment.

What Is the Importance of an SEO Audit?

An SEO audit is essential for improving website search visibility and overall performance. The SEO audit uncovers technical flaws, content gaps, and ranking barriers. A complete SEO audit leads to measurable gains in traffic, engagement, and conversions.

The SEO audit increases clarity across all site components that influence organic rankings. It highlights crawl errors, broken links, and metadata issues that limit visibility. The SEO audit also detects outdated or low-performing content that weakens topical relevance.

SEO audit findings support better user experience. The SEO audit addresses speed issues, mobile responsiveness, and navigation problems. These improvements help reduce bounce rates and increase time spent on site.

The SEO audit provides a roadmap for long-term growth. It identifies link-building opportunities, content needs, and structural fixes. Teams use the SEO audit to build strategies based on data, not guesswork.

The SEO audit also supports competitive positioning. It reveals what rival domains do well and where they fall short. This allows the SEO audit to inform decisions that help outperform others in the same niche.

How to Do an SEO Audit? (33-Step SEO Audit Checklist)

An SEO audit is a step-by-step process that inspects technical performance, content structure, off-page signals, and user experience. Each SEO audit step targets a specific aspect of the website relationship with search engines. The SEO audit ensures every layer of the website contributes to ranking, indexation, and usability.

There are 33 steps in a SEO audit checklist. The 33 steps in a SEO audit checklist are listed below.

• Crawl your Website
• Manage Page Indexing
• Fix Indexing Issues
• Analyze your Sitemap
• Check for Duplicate Website Versions
• Verify HTTPS
• Remove “Zombie Pages”
• Perform Technical SEO Examination
• Fix Broken Links
• Analyze URL Structure
• Audit Structured Data
• Conduct Page Speed Audit
• Check Core Web Vitals
• Analyze Mobile Friendliness
• Optimize for UX Signals
• Check Page Rendering
• Perform On-Page SEO Audit
• Review Meta Titles and Descriptions
• Check for Duplicate Content
• Optimize Internal Linking Structure
• Check for Keyword Cannibalization
• Optimize for Featured Snippets
• Review Content Quality
• Identify Content Gaps
• Analyze Topical Authority
• Consider Information Gain
• Set up Keyword Rank Tracking
• Perform Backlink Audit
• Find Missing Backlink Opportunities
• Analyze Organic Traffic
• Check SERP Feature Presence
• Check for Google Penalties
• Conduct Competitor Analysis

1. Crawl Your Website

Crawling is the first step in an SEO audit because it builds a complete map of the website structure. The SEO audit uses crawling to detect how search engines access pages, identify errors, and uncover hidden issues. 

Crawling refers to scanning and analyzing URLs, links, and assets using automated tools that replicate search engine behavior. Crawling applies to both desktop and mobile, with mobile-first crawling now the default for most search engines. 

The SEO audit improves indexing by using crawl data to expose redirect chains, orphan pages, broken links, and unnecessary URL parameters. This step enhances technical performance by ensuring content is discoverable and efficiently served to search engines. 

Crawling best practices include setting proper crawl depth, blocking low-value parameters, checking response codes, and running both mobile and desktop simulations. Every technical SEO audit, comprehensive SEO audit, and eCommerce SEO audit begins with a full crawl to surface access, structure, and indexation issues.

2. Manage Page Indexing

Managing page indexing is a core step in an SEO audit because it controls which pages appear in search results. The SEO audit checks index status to ensure important pages are searchable and irrelevant pages stay excluded. 

Page indexing refers to the process by which search engines store and list webpages in their databases for retrieval. Indexing applies to both desktop and mobile, and mobile-indexed content affects ranking across all devices. 

The SEO audit improves performance by making sure indexable pages contain valuable content, proper metadata, and optimized structure. It also removes low-quality, duplicate, or thin pages that dilute site authority. 

Best practices include using meta robots tags, controlling indexation through the sitemap, and auditing noindex directives, canonical tags, and robots.txt. Indexing control is critical in a technical SEO audit to prevent crawl waste. In a comprehensive SEO audit, indexing affects visibility and structure. An eCommerce SEO audit uses indexing management to ensure product pages, filters, and categories appear correctly in search.

3. Fix Indexing Issues

Fixing indexing issues is a critical part of an SEO audit because unresolved problems block pages from appearing in search results. The SEO audit investigates indexation errors that prevent search engines from processing important content. Indexing issues refer to situations where valid pages fail to appear in a search engine index due to crawl errors, noindex directives, or canonical conflicts.

These issues affect both desktop and mobile versions, and mobile-first indexing means mobile errors directly influence search visibility. The SEO audit improves performance by correcting blocked pages, resolving incorrect canonical tags, and addressing duplicate content that limits index efficiency. 

Best practices include monitoring index coverage reports, validating page status with inspection tools, and removing unnecessary noindex or disallow rules. Fixing indexing issues is essential in a technical SEO audit to recover lost visibility. In a comprehensive SEO audit, this step ensures a clean, optimized index. An eCommerce SEO audit uses it to surface category and product pages that fail to appear in search.

4. Analyze Your Sitemap

Analyzing the sitemap is a required part of an SEO audit because it guides search engines toward important URLs. The SEO audit checks the sitemap to ensure it reflects the actual site structure and includes indexable pages. A sitemap is an XML file that lists URLs a website wants search engines to crawl and index. 

Sitemaps apply to both desktop and mobile since mobile-first indexing uses the same URLs. The SEO audit improves indexing accuracy by removing broken, redirected, or non-canonical URLs from the sitemap. It also enhances crawl efficiency by highlighting high-priority pages. 

Best practices include keeping the sitemap updated, submitting it to Google Search Console, and ensuring it contains status 200 URLs without noindex or canonical mismatches. Analyzing the sitemap is essential in a technical SEO audit for crawl management. In a comprehensive SEO audit, it ensures alignment between site architecture and index priorities. An eCommerce SEO audit uses sitemap analysis to validate product and category page coverage.

5. Check for Duplicate Website Versions

Checking for duplicate website versions is a required step in an SEO audit because multiple URL versions split authority and confuse search engines. The SEO audit detects whether the site is accessible through different protocols or subdomains that serve the same content. 

Duplicate website versions refer to variations such as HTTP vs. HTTPS or www vs. non-www that load identical pages. These versions apply to both desktop and mobile indexing, and mobile-first indexing processes all variations equally. The SEO audit improves SEO by consolidating link equity and avoiding duplicate content penalties. 

Best practices include enforcing a single preferred version using 301 redirects, applying consistent canonical tags, and verifying preferred domain settings in Google Search Console. This step is essential in a technical SEO audit to avoid index dilution. In a comprehensive SEO audit, it protects site-wide consistency. An eCommerce SEO audit uses this check to prevent duplicate listings and filter-related versions from competing in search.

6. Verify HTTPS

Verifying HTTPS is an essential part of an SEO audit because search engines prioritize secure websites in rankings. The SEO audit checks HTTPS implementation to confirm that all pages load over a secure protocol. HTTPS refers to Hypertext Transfer Protocol Secure, which encrypts data exchanged between the browser and server. 

HTTPS applies to both mobile and desktop, and mobile-first indexing evaluates HTTPS status as a ranking factor. The SEO audit improves SEO by building trust, preventing data interception, and meeting security standards set by search engines. Best practices include forcing HTTPS across all URLs, updating internal links to secure versions, and renewing SSL certificates before expiration. 

This verification is crucial in a technical SEO audit to secure every asset. A comprehensive SEO audit includes HTTPS checks to ensure full compliance. An eCommerce SEO audit treats HTTPS as mandatory to protect transactions and user data.

7. Remove “Zombie Pages”

Removing “zombie pages” is a necessary part of an SEO audit because low-value pages weaken crawl efficiency and ranking potential. The SEO audit identifies thin, outdated, or low-performing pages that no longer support user intent or search visibility. 

Zombie pages refer to URLs that exist without purpose, engagement, or relevance, often receiving no traffic or backlinks. These pages exist across both desktop and mobile, and mobile-first indexing processes them equally. The SEO audit improves SEO by reducing index bloat, strengthening internal linking, and concentrating authority on high-quality content. 

Best practices include auditing content performance, using noindex for irrelevant pages, and consolidating duplicate content through redirects. This step is vital in a technical SEO audit to clean up crawlable space. 

8. Perform Technical SEO Examination

Performing a technical SEO examination is a foundational step in an SEO audit because it reveals structural issues that block search performance. The SEO audit evaluates backend elements that affect crawlability, indexability, and rendering. 

A technical SEO examination refers to the inspection of code, server behavior, site architecture, and configuration settings that impact how search engines process a website. This examination applies to both desktop and mobile, with mobile-first indexing making mobile technical health critical. 

The SEO audit improves SEO by fixing broken scripts, improving crawl paths, resolving server errors, and strengthening markup accuracy. Best practices include checking robots.txt, reviewing canonical tags, testing mobile rendering, auditing redirects, and validating structured data. This step defines the core of a technical SEO audit. 

A comprehensive SEO audit includes this to support site-wide functionality. An eCommerce SEO audit applies it to check product schema, faceted navigation, and index rules for large catalogs.

9. Fix Broken Links

Fixing broken links is an essential part of an SEO audit because they disrupt crawl flow and damage user experience. The SEO audit identifies internal and external links that lead to non-existent pages or return error codes. 

Broken links refer to hyperlinks that point to URLs no longer available or incorrectly configured, often resulting in 404 or 5xx errors. These links affect both mobile and desktop, and mobile-first indexing processes broken paths as negative signals. The SEO audit improves SEO by restoring crawl paths, preserving link equity, and preventing dead ends that reduce site quality. 

Best practices include running regular link checks, replacing outdated URLs, redirecting removed content, and auditing templates for recurring errors. Fixing broken links is critical in a technical SEO audit for crawl efficiency. A comprehensive SEO audit includes this to maintain structural integrity. An eCommerce SEO audit applies it to product links, discontinued items, and expired promotional pages.

10. Analyze URL Structure

Analyzing URL structure is a key step in an SEO audit because URLs influence crawlability, clarity, and user trust. The SEO audit reviews how URLs are formatted, grouped, and structured across the site. URL structure refers to the format, syntax, and hierarchy of webpage addresses used to organize content. 

This structure affects both mobile and desktop indexing, and mobile-first indexing evaluates the same URLs across devices. The SEO audit improves SEO by promoting clean, readable URLs that reflect content topics and aid navigation. 

Best practices include using hyphens instead of underscores, avoiding dynamic parameters, keeping URLs short, and matching folder paths to site hierarchy. Analyzing URL structure is vital in a technical SEO audit to eliminate crawl traps. A comprehensive SEO audit uses this step to support logical organization. An eCommerce SEO audit applies it to category paths, product filters, and session-based URLs.

11. Audit Structured Data

Auditing structured data is a vital part of an SEO audit because it helps search engines understand page content with greater accuracy. The SEO audit inspects schema markup to confirm correct implementation and relevance to the content. 

Structured data refers to standardized code that classifies page elements using formats like JSON-LD or Microdata. Structured data applies to both mobile and desktop indexing, and mobile-first indexing processes this code equally. 

The SEO audit improves SEO by enabling enhanced search features such as rich results, breadcrumbs, FAQs, and product listings. Best practices include validating schema through testing tools, using supported schema types, avoiding errors or warnings, and aligning markup with visible content. 

This step is critical in a technical SEO audit to support structured search visibility. A comprehensive SEO audit includes it to enhance page-level indexing. An eCommerce SEO audit applies structured data to products, reviews, availability, and pricing.

12. Conduct Page Speed Audit

Conducting a page speed audit is a required step in an SEO audit because speed affects both crawl rate and user engagement. The SEO audit measures how fast pages load across mobile and desktop environments under real-world conditions. 

A page speed audit refers to the evaluation of load time, resource optimization, and performance metrics that influence usability and indexability. This audit applies directly to mobile-first indexing, where mobile load speed impacts search performance. 

The SEO audit improves SEO by reducing load delays, improving interactivity, and strengthening page stability. Best practices include compressing images, minimizing scripts, enabling caching, and reducing server response times. A technical SEO audit uses speed checks to eliminate bottlenecks. 

A comprehensive SEO audit includes performance scoring for all key templates. An eCommerce SEO audit applies this audit to optimize product pages, checkout flows, and homepage elements.

13. Check Core Web Vitals

Checking Core Web Vitals is a necessary part of an SEO audit because these metrics reflect page experience quality. The SEO audit evaluates how pages perform based on loading speed, interactivity, and visual stability. 

Core Web Vitals refer to Google-defined performance indicators: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). These metrics apply to both mobile and desktop, and mobile-first indexing treats mobile vitals as a ranking factor. 

The SEO audit improves SEO by identifying performance gaps that reduce engagement and limit ranking signals. Best practices include optimizing images for LCP, reducing JavaScript for FID, and setting size attributes for CLS. 

A technical SEO audit checks Core Web Vitals to meet performance thresholds. A comprehensive SEO audit includes this to improve sitewide usability. An eCommerce SEO audit uses it to enhance product page responsiveness, navigation, and checkout stability.

14. Analyze Mobile Friendlines

Analyzing mobile friendliness is a critical part of an SEO audit because mobile-first indexing uses mobile versions to rank all pages. The SEO audit assesses layout, usability, and accessibility across mobile devices. Mobile friendliness refers to how well a website adapts to smaller screens, touch interactions, and variable connections. 

This applies directly to mobile-first indexing, which prioritizes mobile performance across all search results. The SEO audit improves SEO by ensuring content is accessible, readable, and functional on mobile devices. Best practices include using responsive design, avoiding fixed-width elements, optimizing font size, and eliminating intrusive pop-ups. 

A technical SEO audit includes mobile checks to support crawlability and render accuracy. A comprehensive SEO audit uses it to improve engagement across mobile traffic. An eCommerce SEO audit applies it to validate mobile navigation, product filtering, and checkout flow.

15. Optimize for UX Signals

Optimizing for UX signals is a key step in an SEO audit because user behavior influences search performance. The SEO audit examines how users interact with content, layout, and functionality. UX signals refer to behavioral indicators such as bounce rate, dwell time, and click-through rate that reflect engagement quality. 

These signals apply across both mobile and desktop, and mobile-first indexing considers mobile UX as a ranking factor. The SEO audit improves SEO by aligning design, speed, and structure with user intent and expectations. Best practices include simplifying navigation, improving content clarity, reducing friction in conversion paths, and ensuring consistent visual hierarchy. 

A technical SEO audit includes UX signals to correct structural blockers. A comprehensive SEO audit analyzes UX patterns to improve engagement. An eCommerce SEO audit applies this to optimize product discovery, category navigation, and mobile purchasing behavior.

16. Check Page Rendering

Checking page rendering is an essential part of an SEO audit because rendering affects how search engines access and display content. The SEO audit verifies that all key elements load and function as intended in the rendered version. 

Page rendering refers to how a browser or search engine processes HTML, CSS, and JavaScript to display a webpage. Rendering applies to both mobile and desktop, and mobile-first indexing relies on correct mobile rendering for ranking. 

The SEO audit improves SEO by ensuring that content, links, and structured data are fully visible and functional during the render process. Best practices include reducing JavaScript complexity, deferring non-critical scripts, validating DOM elements, and testing with rendering tools. A technical SEO audit includes rendering checks to diagnose visibility gaps. 

A comprehensive SEO audit uses them to validate design consistency. An eCommerce SEO audit applies rendering checks to product pages, dynamic filters, and content that depends on client-side scripts.

17. Perform On-Page SEO Audit

Performing an on-page SEO audit is a core part of an SEO audit because it evaluates the relevance and structure of individual pages. The SEO audit inspects how well each page aligns with target keywords, content hierarchy, and metadata requirements.

An on-page SEO audit refers to the review of visible content, headings, HTML tags, internal links, and keyword placement. This applies to both mobile and desktop versions, and mobile-first indexing gives priority to on-page signals from mobile content. The SEO audit improves SEO by refining content clarity, strengthening keyword alignment, and improving internal navigation paths. 

Best practices include using descriptive H1 and H2 tags, placing primary keywords early, optimizing image alt text, and maintaining consistent internal links. A technical SEO audit includes on-page checks for markup and crawlable text. 

A comprehensive SEO audit uses them to assess page-level optimization. An eCommerce SEO audit applies this to product descriptions, category content, and metadata completeness.

18. Review Meta Titles and Descriptions

Reviewing meta titles and descriptions is a crucial part of an SEO audit because these elements influence visibility and click-through rate in search results. The SEO audit examines whether each page includes unique, relevant, and properly formatted metadata. Meta titles and descriptions refer to the HTML tags that define a page title and summary shown in SERPs.

These elements apply to both desktop and mobile, and mobile-first indexing evaluates metadata from the mobile version. The SEO audit improves SEO by clarifying page intent, increasing relevance to search queries, and encouraging more clicks. 

Best practices include matching titles to search intent, keeping titles under 60 characters, using active language in descriptions, and avoiding duplication. A technical SEO audit includes metadata checks to ensure indexing accuracy. 

A comprehensive SEO audit uses them to enhance search snippet quality. An eCommerce SEO audit applies this review to product titles, collection pages, and landing page metadata.

19. Check for Duplicate Content

Checking for duplicate content is a critical part of an SEO audit because duplication weakens relevance signals and confuses search engines. The SEO audit identifies identical or highly similar content that appears across multiple URLs or domains. 

Duplicate content refers to blocks of text or metadata repeated within a site or across different sites without unique value. This applies to both mobile and desktop, and mobile-first indexing processes duplicate content from mobile pages. 

The SEO audit improves SEO by consolidating ranking signals, reducing index waste, and preventing internal competition. Best practices include using canonical tags, redirecting duplicate URLs, rewriting thin content, and blocking low-value duplicates with noindex. A technical SEO audit includes duplicate checks to maintain crawl efficiency. 

A comprehensive SEO audit uses this step to improve content uniqueness. An eCommerce SEO audit applies it to product descriptions, filter pages, and paginated content that often repeats across categories.

20. Optimize Internal Linking Structure

Optimizing internal linking structure is a core part of an SEO audit because internal links guide crawl paths and distribute authority. The SEO audit evaluates how links connect pages and whether important content receives enough link equity. 

Internal linking structure refers to the system of hyperlinks within a website that connects related pages through contextual anchors. This structure applies to both mobile and desktop, and mobile-first indexing depends on functional internal links for proper discovery. The SEO audit improves SEO by reinforcing topic clusters, reducing orphan pages, and helping search engines understand page hierarchy. 

Best practices include linking from high-authority pages, using descriptive anchor text, avoiding excessive link depth, and fixing broken internal links. A technical SEO audit uses internal linking checks to support crawl coverage. A comprehensive SEO audit uses this to improve content flow and site structure. An eCommerce SEO audit applies it to guide users from category pages to key products, filters, and related items.

21. Check for Keyword Cannibalization

Checking for keyword cannibalization is an important part of an SEO audit because overlapping content competes for the same search queries. The SEO audit identifies multiple pages targeting the same keyword, which divides relevance signals and confuses search engines. 

Keyword cannibalization refers to the situation where two or more URLs from the same domain rank for the same keyword, reducing overall visibility. This issue affects both desktop and mobile indexing, and mobile-first indexing processes all competing pages equally. 

The SEO audit improves SEO by consolidating authority, strengthening keyword focus, and clarifying content intent. Best practices include merging similar pages, assigning unique target keywords, updating internal links, and applying canonical tags where needed. 

A technical SEO audit includes this step to prevent internal ranking conflict. A comprehensive SEO audit uses it to improve keyword mapping. An eCommerce SEO audit applies it to product variants, collection pages, and blog content targeting transactional terms.

22. Optimize for Featured Snippets

Optimizing for featured snippets is a valuable part of an SEO audit because snippets increase visibility above standard search results. The SEO audit identifies content opportunities that match query patterns often used in featured snippet placements. 

Featured snippets refer to highlighted search results that provide direct answers in formats like paragraphs, lists, or tables. These appear on both desktop and mobile, and mobile-first indexing uses structured, concise content to qualify pages for snippet inclusion. 

The SEO audit improves SEO by positioning content for higher click-through rates and capturing attention in competitive spaces. Best practices include using clear headings, answering questions early in the content, structuring responses in bullet lists or tables, and keeping sections concise. A technical SEO audit includes snippet optimization through clean markup. 

A comprehensive SEO audit uses this to increase SERP coverage. An eCommerce SEO audit applies it to answer buyer questions, explain product specs, and clarify return or shipping policies.

23. Review Content Quality

Reviewing content quality is a central part of an SEO audit because high-quality content supports relevance, engagement, and authority. The SEO audit evaluates whether content satisfies search intent, maintains originality, and delivers accurate information. 

Content quality refers to the depth, clarity, usefulness, and accuracy of on-page text, media, and structured data. Content quality affects both desktop and mobile, and mobile-first indexing prioritizes quality signals from mobile-rendered pages. The SEO audit improves SEO by removing low-value content, enhancing topic coverage, and aligning content with user needs. 

Best practices include updating outdated sections, improving readability, adding supporting data, and avoiding thin or duplicate pages. A technical SEO audit checks content visibility and formatting. A comprehensive SEO audit uses this review to enhance topical depth. An eCommerce SEO audit applies it to product descriptions, buying guides, and FAQ content that influences decision-making.

24. Identify Content Gaps

Identifying content gaps is a vital part of an SEO audit because missing topics reduce relevance and topical authority. The SEO audit reveals areas where existing content fails to address user queries or cover related subtopics. 

Content gaps refer to missing information, keywords, or angles that competitors address but the audited site does not. These gaps impact both mobile and desktop rankings, and mobile-first indexing favors pages that fully answer intent. The SEO audit improves SEO by expanding coverage, increasing keyword diversity, and aligning with search demand. 

Best practices include analyzing competitor content, mapping queries to buyer stages, reviewing keyword clusters, and filling weak or empty sections. A technical SEO audit supports this by ensuring the new content is crawlable. A comprehensive SEO audit uses it to improve topical depth. An eCommerce SEO audit applies it to build stronger product guides, category content, and informational pages that assist purchase decisions.

25. Analyze Topical Authority

Analyzing topical authority is an essential part of an SEO audit because authority signals influence how search engines rank related content. The SEO audit examines how well the site covers a subject through depth, structure, and internal connectivity. 

Topical authority refers to the perceived expertise and comprehensiveness a domain demonstrates across a specific subject area. This applies equally to mobile and desktop, and mobile-first indexing considers content depth across mobile-rendered pages. The SEO audit improves SEO by reinforcing subject relevance, boosting internal linking between related pages, and increasing trust signals. 

Best practices include building content clusters, linking supporting pages to core topics, covering subtopics fully, and updating outdated material. A technical SEO audit ensures authority pages are crawlable and linked properly. A comprehensive SEO audit uses this step to strengthen content strategy. An eCommerce SEO audit applies topical authority to category hubs, product-related blogs, and buying guide ecosystems.

26. Consider Information Gain

Considering information gain is a strategic part of an SEO audit because unique insights improve ranking potential and content value. The SEO audit evaluates whether content offers original data, expert input, or fresh angles beyond what competitors provide. Information gain refers to the addition of new, useful, or insightful material that enhances page relevance compared to existing results.

This concept applies across mobile and desktop, and mobile-first indexing values pages that deliver distinct value to users. The SEO audit improves SEO by increasing relevance, encouraging backlinks, and enhancing user engagement. 

Best practices include adding expert commentary, citing original research, including unique visuals, and answering questions competitors overlook. A technical SEO audit ensures enhanced content loads correctly and remains accessible. A comprehensive SEO audit uses information gain to sharpen content advantage. An eCommerce SEO audit applies it to product comparisons, buyer guides, and content that explains features in new ways.

27. Set Up Keyword Rank Tracking

Setting up keyword rank tracking is a foundational part of an SEO audit because rankings measure visibility and strategy effectiveness. The SEO audit tracks how pages perform for target keywords across time and device types. Keyword rank tracking refers to the process of monitoring website positions in search engine results for specific queries.

This applies to both desktop and mobile, and mobile-first indexing makes mobile ranking performance a priority. The SEO audit improves SEO by identifying winning pages, tracking drops, spotting algorithm shifts, and refining keyword targeting. 

Best practices include selecting relevant keywords by intent, tracking both local and global variations, segmenting by page type, and reviewing ranking trends regularly. A technical SEO audit uses this data to identify issues affecting performance. A comprehensive SEO audit includes rank tracking to measure ROI. An eCommerce SEO audit applies it to product keywords, branded terms, and seasonal search queries.

28. Perform Backlink Audit

Performing a backlink audit is a crucial part of an SEO audit because backlinks influence authority, trust, and rankings. The SEO audit reviews the quality, relevance, and health of all inbound links pointing to the website. A backlink audit refers to the process of evaluating external links for toxicity, diversity, anchor usage, and domain strength. 

This applies to both mobile and desktop rankings, as mobile-first indexing evaluates link signals from the full domain. The SEO audit improves SEO by removing harmful links, identifying strong referrers, and uncovering patterns that affect domain credibility. 

Best practices include disavowing spammy domains, auditing anchor text for over-optimization, checking link velocity, and comparing link profiles with top competitors. A technical SEO audit includes backlink signals as part of off-site performance. A comprehensive SEO audit uses this data to inform link-building priorities. An eCommerce SEO audit applies backlink checks to category pages, product URLs, and referring partner sites.

29. Find Missing Backlink Opportunities

Finding missing backlink opportunities is a strategic part of an SEO audit because link gaps weaken authority and limit ranking potential. The SEO audit identifies high-value pages that lack backlinks and reveals competitor links that the site does not have. 

Missing backlink opportunities refer to domains or pages linking to competitors but not linking to the audited site. These opportunities impact both mobile and desktop performance, as mobile-first indexing still relies on domain-level link authority. The SEO audit improves SEO by uncovering link-building targets, strengthening underlinked assets, and expanding domain reach. 

Best practices include performing competitor link gap analysis, prioritizing referring domains by authority, targeting top-performing content, and using outreach to reclaim or earn links. A technical SEO audit includes backlink opportunities to support domain credibility. A comprehensive SEO audit uses this step to enhance link acquisition strategy. An eCommerce SEO audit applies it to build links to high-converting product and category pages.

30. Analyze Organic Traffic

Analyzing organic traffic is a core part of an SEO audit because traffic trends reveal site performance, content effectiveness, and visibility shifts. The SEO audit examines traffic sources, landing pages, query patterns, and user behavior from organic search. 

Organic traffic refers to visits generated through unpaid search engine results based on relevance and ranking. This analysis applies to both desktop and mobile, and mobile-first indexing highlights the importance of mobile traffic performance. The SEO audit improves SEO by identifying top-performing pages, isolating traffic drops, and mapping user intent to content. 

Best practices include segmenting traffic by device, reviewing historical trends, filtering by landing pages, and aligning traffic with keyword rankings. A technical SEO audit uses this data to detect crawl or indexing issues. A comprehensive SEO audit includes organic traffic analysis to guide strategy. An eCommerce SEO audit applies it to measure product discovery, seasonal demand, and funnel performance from search.

31. Check SERP Feature Presence

Checking SERP feature presence is a valuable part of an SEO audit because visibility extends beyond standard blue links. The SEO audit evaluates which pages appear in features like featured snippets, image packs, local packs, FAQs, and videos. 

SERP feature presence refers to inclusion of a page in enhanced search elements that highlight results above or alongside organic listings. This presence applies to both desktop and mobile, with mobile-first indexing influencing how features display on smaller screens. The SEO audit improves SEO by identifying feature gaps, increasing click-through rate, and prioritizing content types that align with feature formats. 

Best practices include using structured data, answering common questions, optimizing images and videos, and reviewing mobile SERP layouts. A technical SEO audit checks markup and formatting for compatibility. A comprehensive SEO audit uses this to increase search real estate. An eCommerce SEO audit applies it to product snippets, review stars, and local availability features.

32. Check for Google Penalties

Checking for Google penalties is a critical part of an SEO audit because penalties drastically reduce search visibility and traffic. The SEO audit investigates whether manual or algorithmic penalties affect website ranking performance.

Google penalties refer to sanctions imposed for violating guidelines, such as unnatural link profiles, thin content, or spammy behavior. These penalties impact both desktop and mobile search results since Google applies penalties sitewide. The SEO audit improves SEO by identifying penalty causes, removing harmful elements, and submitting reconsideration requests if needed. 

Best practices include reviewing Google Search Console for manual actions, analyzing traffic drops, cleaning toxic backlinks, and fixing content issues. A technical SEO audit uses penalty checks to restore crawl trust. A comprehensive SEO audit includes this step to maintain compliance. An eCommerce SEO audit applies it to ensure product listings and promotional tactics follow guidelines.

33. Conduct Competitor Analysis

Conducting competitor analysis is an essential part of an SEO audit because it reveals opportunities and threats in the market. The SEO audit compares website performance, backlink profiles, content strategies, and keyword rankings against key competitors. 

Competitor analysis refers to the evaluation of rival sites to identify strengths, weaknesses, and gaps. This analysis applies to both desktop and mobile, with mobile-first indexing emphasizing competitive performance on mobile devices. The SEO audit improves SEO by informing strategic decisions, refining targeting, and uncovering new content or link-building opportunities. 

Best practices include benchmarking keyword positions, analyzing competitor backlinks, reviewing content quality, and tracking SERP features. A technical SEO audit uses competitor data to spot technical gaps. A comprehensive SEO audit leverages this to align with industry standards. An eCommerce SEO audit applies competitor insights to optimize product offerings, pricing, and promotional tactics.

What Is an SEO Audit Service?

An SEO audit service is a professional evaluation that examines website performance in search engines to identify opportunities for improvement. The service involves a detailed review of technical setup, on-page elements, backlink profile, and user experience. An SEO audit service helps determine how well a website aligns with search engine best practices and where it falls short. The goal is to uncover issues that affect visibility, ranking, and crawlability.

This service uses tools, diagnostics, and manual analysis to assess how search engines interpret the website. It identifies broken links, indexing problems, keyword gaps, duplicate content, and missed optimization tactics. The findings guide improvements that increase search performance and traffic. An SEO audit service is essential for businesses that rely on organic visibility to reach users, remain competitive, and convert traffic into results.