SEO audit
An SEO audit is an analysis of a website that assesses how well the site is prepared for visibility in search engines. It usually covers the technical side, content and site structure, and its result is a list of issues and recommendations. Google lists a review of site content and structure among the typical services of SEO specialists. According to Google, a good audit should give a realistic estimate of the improvement and the work involved. No audit can guarantee the number one spot in search results.
What is an SEO audit?
An SEO audit is a diagnosis of a site's condition in terms of search engine optimization. Its goal is to find obstacles that make it harder for search engines to index the site or for users to use it. The audit also shows what to fix first.
In its documentation, Google describes the services SEO specialists offer. They include, among others:
- a review of site content or structure,
- technical advice on topics such as hosting, redirects, error pages and JavaScript,
- content development,
- keyword research,
- optimization for generative AI features.
| Feature | Description |
|---|---|
| Type | a diagnostic analysis of a website |
| Goal | identifying issues and actions that improve search visibility |
| Result | a report with a list of issues, recommendations and priorities |
| Performed by | an SEO specialist, an agency or the site owner |
| Common data sources | Google Search Console and website analysis tools |
An audit is not the same as optimization. The audit diagnoses issues, while optimization means implementing changes. Google advises checking an audit's recommendations against the search engine's official guidelines before making major changes.
What does an SEO audit cover?
An SEO audit usually covers several areas: technical, content, site structure and user experience. The scope depends on the size of the site and the purpose of the audit.
| Audit area | What is checked |
|---|---|
| Indexing | which pages Google has indexed and which it excluded or skipped due to errors |
| Technical elements | redirects, error pages, sitemap, JavaScript rendering |
| Content | quality, originality, duplicate content, match with search queries |
| Site structure | URL structure, internal linking, navigation |
| Structured data | validity of markup that Google can read |
| Page experience | speed and stability, measured among others by Core Web Vitals |
| Security and manual actions | signs of hacking or a manual penalty from Google |
| Visibility | queries, clicks and impressions in search results |
Some audits also analyze links pointing to the site from other websites. Google warns, however, against specialists who propose link popularity schemes. According to Google, such tactics usually don't help and can do harm.
How does an SEO audit work and what tools does it use?
An SEO audit usually has three steps: collecting data, analyzing issues and preparing recommendations. The main source of data on visibility in Google is Google Search Console.
Google describes Search Console reports that help assess a site. They match the most important areas of an audit.
| Search Console report | What it is for according to Google |
|---|---|
| Page indexing | shows pages with errors, warnings or excluded from search |
| URL Inspection | shows the indexing status of a specific page and lets you test it live |
| Performance | shows traffic from Google by query, page and country |
| Sitemaps | lets you submit a sitemap and monitor how it is processed |
| Core Web Vitals | shows page performance based on real-user data |
| Rich results | shows which structured data Google has read and which contains errors |
| Manual actions | tells you whether Google has applied a manual penalty to the site |
| Security issues | warns you when the site may have been hacked |
Besides Search Console, auditors use external tools, such as crawlers that browse the site the way a search engine bot does. Google advises caution with such tools and recommends checking whether their suggestions match Google's official documentation.
When commissioning an audit from an outside company, Google advises giving it read-only access in Search Console. At this stage the contractor should not have permission to make changes.
When should you run an SEO audit?
An SEO audit is usually done before major changes to a site or when a visibility problem appears. Google points out that a good time to hire an SEO specialist is when planning a site redesign or launching a new site.
| Situation | Purpose of the audit |
|---|---|
| Redesign or new site | designing a search-friendly site from the start |
| Moving the site to a new domain | keeping visibility after the migration |
| Drop in search traffic | finding the cause of the drop |
| Starting work with an SEO specialist | assessing the starting point and the scope of work |
| Periodic check | catching new technical and content issues |
Google advises site owners not to log in to Search Console every day, since it sends email alerts about new issues. It does suggest checking the account about once a month and after making changes to the site's content.
Frequently asked questions
Q.How is an SEO audit different from ongoing SEO?
An SEO audit is a diagnosis, while ongoing SEO is long-term work to improve a site's visibility. The audit identifies technical, content and structural issues and proposes recommendations. Ongoing SEO covers implementing those recommendations, creating content and further optimization. An audit often starts work with an SEO specialist, but it can also be a standalone service.
Q.Does an SEO audit guarantee higher rankings in Google?
No, no audit guarantees higher rankings. Google states that no one can guarantee a number one ranking in search results. According to Google, an audit should give a realistic estimate of the possible improvement and the work involved. If a contractor promises the top spot, Google advises looking for someone else.
Q.Can you do an SEO audit yourself?
Yes, a basic audit can be done on your own. Google says the owner of a small local business can do a lot of SEO work themselves. It recommends starting with its SEO Starter Guide and Google Search Console reports. For large sites, migrations or complex technical issues, an SEO specialist can help.
Q.What access should you give a company doing an SEO audit?
Google advises giving a company doing an audit read-only access in Google Search Console. During the audit, the contractor should not have permission to make changes. Google also recommends that the specialist explain their recommendations and the reasons behind them. The site owner is responsible for the actions of the companies they hire.
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