It probably goes without saying that in order to optimize your site you first need to determine where and how your site can be improved, and the best way of understanding this is by performing an SEO audit.

Search Engine Optimization (SEO) is a big industry, said to be worth around $65 million. Companies invest in SEO to make their sites more visible in search engine result pages (SERPs) and is a proven strategy for achieving more visits and - more importantly - increase conversions.

It is thought that Google’s algorithm assesses over 200 different criteria relating to your site in order to determine where it should appear on its results pages. Although Google has never disclosed exactly what or how important each is, there are still over 70 different elements that can be control and optimized. SEO also plays an important role in driving the development of off-page strategies that aim to build a solid brand reputation online.

If you’re new to SEO we’re going to be fully explaining what an SEO audit is, why you need one and how to perform an audit.

So, What is an SEO audit?

An SEO audit is the process of identifying areas of your site that are underperforming and could, therefore, be hindering your ability to rank highly in search engine result pages (SERPs).

An SEO audit will examine a number of components that fall into one of the three main categories:

1. Technical SEO:

Technical SEO refers to the technical elements of your site and are the foundations upon which the rest of the site exists. It examines how your site it set up and identifies any technical issues that may hinder your site’s ability to be crawled and indexed by search engines. Needless to say, if the technical aspects aren’t functioning properly, Google probably won’t be able to properly access, crawl or index individual pages or your entire website.

2. On-page SEO:

On-page elements help search engines and users to better determine the page content topic and its relevance to the initial search query. An audit will, therefore, examine things like URL structure, HTML header tags, keywords, meta descriptions and title tags.

3. Off-page SEO:

An audit of off-page SEO examines your efforts of maximizing your site’s exposure away from your site. An audit will, therefore, help to identify the number and quality of backlinks pointing to your site and identify appropriate methods of promotion.

What is the Purpose of the Audit?

Performing an audit of your site will allow you to construct a report of your findings. This is beneficial to identifying priority areas that can be fixed quickly and will also help to formulate an on-going strategy to take your site to the next level. Without an audit, it would be impossible to know what to fix, optimize and prioritize.

How to Conduct an SEO Audit

SEO audits can be conducted manually by using our Ultimate SEO Audit to help you examine the areas of your site. Alternatively you can use a tool like WooRank to perform a detailed, jargon-free assessment that is quick, simple and - best of all - FREE!

Benefits of Using WooRank SEO Auditing Tool

1. Visual traffic light system:

WooRank audit summary

WooRank utilizes a unique visual guide in the form of a colour coded traffic light system to indicate website elements that have passed, need improvement, or should receive your immediate attention.

2. Accessible help and support:

WooRank audit criteria advice

Each section in the WooRank tool has a handy help section that can be expanded to explain how to rectify any issues flagged in the audit.


WooRank offers audits for an a number of websites. Projects are disabled in the free version, but it still provides a compressive assessment that you can use to make your site awesome.

4. Compare competitors

Although only available to Projects, WooRank allows you to compare and track the progress of up to three competitors.

WooRank audit summary section with competitor comparison

This means that you can easily measure rank position for specific keywords and title tags used by your competitors to assess how your site compares.

5. Email digests: Each week WooRank provides a digest for the websites you have audited. This is a great and easy way to monitor keyword position.

WooRank Email Digest keyword reporting

6. Informative and helpful blog: The WooRank blog covers everything from SEO, and specifically how to use audits, reporting and keyword tracking to improve your marketing. The blogs are all really well explained and it’s an amazing resource for keeping up-to-date on SEO developments. But don’t just take my word for it, check it out!

7. The proof is in the pudding: WooRank provides such a competitive service that WooRank is now recognized as one of the fastest growing companies in Europe.

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Final thoughts

Conducting an SEO audit is the vital first stage to optimizing your site. Without an audit, it would be virtually impossible to know what to improve and what impact your efforts will have. A tool like WooRank make auditing incredibly simple. Not only can tools help to understand where your site needs developing but they can, more importantly, prove crucial in tracking and monitoring progress while you’re optimizing your site.

So go on, give it a go and let us know how you get on with your very first website audit.