Table of Contents


SEO audit is essential to any website. Identify problematic parts of the system, and develop a strategy for fixing them.

A good Google SEO audit can help your website stay updated about the latest trends.

We all know SEO audits can be quite challenging.

When optimizing your site for search results, it is hard to decide where to begin, how to conduct the research, and what tools are best.

We will cover how to fix problems and how they can be resolved.

For this blog, I needed someone who knew Kennected‘s SEO processes inside and out.

Our Chief Technology Officer, Stephen-Twomey, is the mastermind behind all things SEO-related.

What Is SEO Audit?

An SEO audit can be used to assess website searchability in many aspects. SEO audits are aimed at optimizing websites for search engine rankings. A site audit is used interchangeably with an SEO audit.

The most helpful method for SEO auditing websites can be to either do this through an online tutorial or hire a professional SEO auditor who does it for you.

Search engine optimization, or site auditors will manually evaluate a website to determine the problem and the changes necessary to improve the website in search engine results.

“Most people don’t understand the value of SEO or search engine optimization,” said Twomey.

“Those that know SEO, understand that free SEO audit tools have their benefits, but no tool, from SEMrush, to Screaming Frog is perfect.”

There is still very much a need for an SEO expert to use the tools and better understand the overall campaign, like site health, conversion optimization, branded search terms, the site’s structure, backlinks, and entity development.

“SEO tools are amazing, and they can help you improve,” said Twomey.

“But ultimately, you should invest in a paid SEO audit to figure out how all those aspects we mentioned above impact your overall quality score for Google. A paid site audit will uncover missed opportunities and help steer the ship in the right direction.”

Excellent organic SEO lives on long after publishing articles and investing in the content marketing campaign.

Make Your Content 10x Better

How can your website be tenfold? Use very brief introductions. Nobody will read a lengthy opening. Instead, make the introduction short and easy. 

People can’t find information on the Internet without skimmings. The smaller paragraphs help a reader to read content more easily.

There should be a few subheadings. Subheading helps break down your contents into digestible pieces. Take advantage at the earliest opportunity.

Using images and video multi-medium will significantly increase your audience’s engagement interactively.

Check Your Organic Traffic

It’s possible to check your organic traffic using Google Analytics.

You can also count what searches came to you last month. Then put a date at a 3-6 month interval. If organic traffic is nearly nonexistent, don’t worry.

There’s a goal here, an example of a standard. It should start to get better as you have completed your SEO audits.

Start filling your sales pipeline today

Check If Your Site Is Mobile-Friendly

Mobile SEOs are a necessity today. Smartphones and tablets generate 60% of search results. Secondly, Google is starting to use the algorithm Mobile-First.

Use the Google Mobile-Friendly Test Tool.

Simply enter a URL to a site using Google’s Webmaster Tools, and you’ll know if your website will be considered SEO friendly.

Most websites will be mobile responsive. That’s not always the case. There are still websites that haven’t been optimized for mobile, resulting in low rankings.

With the new mobile index, sites whose mobile content is not optimized are removed from the mobile search results.

Start by checking and following the recommended Google Mobile Testing tool.

Site Architecture And Search Engines

Your website design should be simple; this is your website layout. Your website design plays a big role in SEO.

It means redistributing internal links to a website to get a page that needs it. Unless you are re-inspecting a website yourself, the recommendations should depend upon the project goals.

Does the aim of making the website interactive and user-friendly? Your audience and business objectives influence how you define and structure your content.

Secondly, site architecture is useful in search engines and indexing pages. If your site architecture is messy, Google won’t be sure how to find your entire page.

Architecture tells search engines what pages you want to see most. Generally, the more pages you have on your homepage, the more critical.

Get More From Your Internal Links

Internal linking has become a significantly underutilized SEO strategy. The report may contain other content that is not very important.

In some cases, there could be links on a website that link to your privacy policies. Usually, it means linking to this page through a navigation or footer on an online page.

Is Your XML Sitemap Optimized?

The XML website map shows Google’s information on your website.

SiteMaps can be created using your Web Content Management System or XML and sent to Google using Google Search Console.

The XML sitemap doesn’t need a complete list, but only those important to your website.

Find And Fix Indexing Problems

The next step is to find websites that Google does not index. To do so, launch Google Search Console. Index coverage provides the page cover that the searcher hasn’t indexed.

Backlinko has an excellent reputation for being error-friendly.

Is Your 404 Page Optimized?

A 404 page is displayed when a visitor visits a webpage you don’t want on the website. A well-optimized website will give users an easy user experience and can easily be optimized.

Broken links are a huge issue for Google. Making sure you scan your website for broken links or 404 pages on your site is a huge priority.

Start filling your sales pipeline today

Competitor Analysis

Let’s start by finding keywords that your competitors use. It’s easy to find using SEMrush or Ahrefs.

If your competitors get ranked on these keywords, it will give them the same opportunity to get your ranking. So these keywords are very effective for targeting.

Check if any sites were ranked in these terms. Find the commonality. So it is easier to determine which type of content suits your niche.

Similarly, if you look on the higher-ranking pages, you will see the information on this website. You can add this URL to Ahrefs.

Do You Have Structured Data-Enabled?

Statistical analysis continues to trend as it will continue throughout the years to come, if necessary.

By adding structure data on a webpage, you help search engines understand context and meaning, and thus increase their organic search visibility.

Google Analytics

The Google Analytics platform helps improve on-page SEO audit and voice search performance by using structured data.

As part of an SEO audit, you can check whether you have enabled structured data. You’ll find more details of the structured data available on Google.

Optimize For UX Signals

Google’s algorithms use RankBrain to calculate the ranking of websites. Like the Google algorithm, RankBrain measures user interaction.

This means a better ranking on the search engines must be optimized. You have to create content that makes people happy. Getting ranked on Google will help you immensely.

During the past few days, I noticed the blog post was not ranking as well. It hovered around my top 10 or 15 keywords in search engine optimization.

So I reassessed my information, and I understood the reasons. The website does not show what people searching in the search engine want.

Is Your Website HTTPS?

The change to HTTPS is an excellent choice. Originally “S” was called the “secure network layer.” This “S” simply means encrypted versions of the HTTP protocol.

It provides cyber security to any visitors to your website. You can see your website scores and possible issue reports.

Ensure that you have resolved your issues and then move on unless you see green check marks on the top menu.

It is worth remembering that HTTPS has been ranked as a signal since 2014, and you should still install a certificate using an SSL protocol.

HTTPS is a recognized ranking signal. If you don’t use HTTPS for launching websites, it must go on top of that. Websites with SSL installed are a better solution than non-secure sites.

Make sure you use HTTPS correctly to ensure you get good results for your site.

Start filling your sales pipeline today

Why Is SEO Audit Important?

The SEO verification process has been made as simple as possible. But for technical SEO, I highly recommend using SEO audit tools.

Unlike other SEO audit tools, SEMrush can be used simply. They make a simple reading and actionable decision.

Despite being widely used to find keywords, SEMrush offers a highly detailed site auditing function.

SEO changes very fast. Google reportedly releases thousands of new rankings each year. SEO audits should help keep your SEO in sync with your website.

It’s recommended to carry out a regular website SEO audit twice a year.

Below we’ve highlighted 15 steps in auditing a website.

Check That Only One Version Of Your Website Is Browseable

How do we crawl through websites and check out their content? You must verify that only the first version of your site is accessible.

Think about how somebody can put your website address on the Internet and then click a link on the browser. One such example is accessible only through browsers.

Until Google redirects these versions correctly, they are considered completely separate websites. The solution can be easily checked and fixed.

Simply enter all these different versions in your browser. They must all have the same link.

Start A Website Crawl

We’ll go through another manual check on the site soon. The crawling process starts running behind the scenes.

SEO crawlers can scan sites using Google and provide information on the structure and current SEO setup.

There is some SEO analysis software that will be able to do that.

Indexation Issues And Google Search Console

No indexing on Google = never ranking! You can check whether it appears in Google Search Console.

Google Search Console will find broken links, which is an integral part of a good site audit.

Technical SEO incorporates Search Console, Analytics, tools like SEMRush, Screaming Frog, and more.

Google Search Console provides information about websites that a web host may need. Google will know all of your information from a variety of tools.

How should I avoid using Google for my searches? You can search on Google for search operator.

Check Where You Rank With Your Brand Name

Find the company name on Google. Unless you create an interesting website or brand name that sounds very generic, it would seem that your web page would become organic first.

Meta descriptions that follow a site search can increase Google traffic to specific pages or the whole site.

It may seem that Google thinks another site might better match this branded phrase.

Manually Perform Some Basic On-Page SEO Checks

It is essential to audit on-page SEO components because they can be accessed at your discretion. It’s easy to find an SEO checker that will assist you in this step.

Get an optimization suggestion list on a project page, and the report at the bottom shows you which page should optimize the page.

Clicking the green button will display the complete list of ideas.

Let us start by checking the basics. It’s advisable to start at your homepage, but you can do that on other important pages on your website too.

For clarity, I am talking about how many pages you have with high organic search traffic.

The results of this site crawl could easily be found in the website audit > projects > internal links > sorted by organic visitors.

Start at the top. Continue and navigate to the homepage and right-click the source.

Dig Deeper Into More On-Page Issues In The Crawl Report

On-page SEO has a huge role in the search engine marketing world. It’s possible there’s not enough time for optimizing every page of your website.

We need to dig deeper and fix any other vital issues.

Check out Site > Project > Page > HTML tag.

This section provides an overview of on-page problems encountered during the site crawl. If your goal is prioritized, you can filter it by importance.

The Social Tag Report includes information on content quality and incoming link reporting to ensure no issues with the site.

Check For Duplicate And Thin Content

Google is very suspicious of duplicate content. It’s bad when you’ve had duplicate content on different websites. But the copying of other websites can make things much worse.

Look at duplicate links with no canonical error. Click on an issue link to see which URL causes the problem, fix it.

Canonical URLs help search engines locate important pages in websites. Webmasters can use them to resolve duplicate content problems.

All websites should be indexed with a canonically indexed searchable URL.

It’s easy to find potential duplicate content on the Internet through Copyscape.

This test is possible as part of this process and is worth having its section. If a search page has indexed the URL, check this number.

Occasionally you may surprise yourself with the amount Google indexes your website.

Alternatively, duplicate pages may cause a misunderstanding or stale information and needs fixing.

Check That Your Site (And Multiple Pages) Load Fast

It is well known that site speed is the primary ranking factor for a Google website. We also found that page loading time was correlated with page ranking on a Google search.

Site speed has been an important factor for many years. Google launched an update for page speed that incorporated speed in mobile ranking.

In 2021 Google announced its page experience update. Today UX has become an essential part of the SEO strategy. And it is hard not to deny the importance of being fast.

Google says it investigates user behavior in the search engine and shows bounce speed is higher with faster page loads.

Your website should be fast in terms of the site’s SEO and user experience. Using your Site Audit Plugin, you can view your site performance.

Studies show the effectiveness of a faster loading site over a slow loading site. Therefore, you must ensure your site loads as quickly as possible.

The Google Page Speed Insight tool is an excellent starting point. It has become much more prevalent for small, less frequent website visitors.

Google confirmed a year ago that the speed of loading on an internet page could affect rankings on It was just recently updated, which makes speed even more important.

It’s simple to spot a problem with page speed insight in your code. Avoid looking at your homepage!

Check popular pages of your website and each blog post, service page, and category.

Secondly, perform speed testing. These tests load your page and tell you what is blocking you.

The Google PageSpeed Insights tool is an excellent starting point.

From my own experience speaking to clients, managing web speed is probably the most challenging part for non-technical users.

However, this is a crucial factor in search engine optimization, and it must be dealt with successfully in all cases.

Study after study outlines how page speed affects rankings and conversions on websites on mobiles. You want your site to load fast, or even more quickly than your competitors.

It has become much more prevalent for small, less frequent website visitors. Check for structured data errors.

We aim to evaluate structured information contained in websites and ensure that it is formed correctly as a whole.

Various types of structured markdown exist, which is why Google recommends looking at structured data.

We can also use Google’s structured data testing tools. Copy the URL of your test URL and press “Run Test.”

Google evaluates the compiled structure of the website and returns a report containing any errors.

Understand Your Site’s Page Experience

The page experience update was cited as an update specifically to increase speed and mobile accessibility for Google.

New signals are being introduced that integrate core web vitals.

Start filling your sales pipeline today

Understanding Your Competitors

Visit organic research tools for a more thorough overview of competitors.

The software will automatically populate a Competitive Position Map showing the top 100 competitive competitors according to the competition level.

The competition level is measured by the number of words and phrases of each competitor and the amount of commonly accessed keywords in both competitions.

Sites that have similar keywords will be considered competitors.

Check Domain Search Appearance

If your site is not listed properly, then it may cause some issues. The quickest solution is to fix them before going further. You can also look up brand names by using Google.

Analyze Organic Search Traffic

Each SEO audit aims to determine ways of increasing traffic to the website. I think it is reasonable to see how this website is doing.

We’ll run several reports using Google Analytics. Start with the site’s current organic traffic search.

This report allows you to see which pages bring more search traffic. A large number of website landings indicates the website is in good health.

Check That Rankings Are Heading In The Right Direction

You can find out what kind of penalties Google penalizes websites for. When websites receive manual and algorithmic penalties, your rankings will be affected.

Google Analytics shows you what kind of search traffic you receive. But it will not reveal where it is currently at.

Check out the organic search page. Have your rankings increased?

Don’t be concerned if you see a decline in your rankings. This could be because customers are unsure if they’ll pay for something or if there are other causes, such as Google penalties.

You can find out what kind of penalties Google penalizes websites for. When websites receive manual and algorithmic penalties, your rankings will be affected.

You can also compare Google organic traffic to dates Google changed its algorithm.

Find Pages Ranking In Positions 5–10 For High-Volume Keywords

Ranking 5th in high-volume keywords looks very good. That’s until we look at how a few positions can affect traffic.

It should be easy to rank, and SEO success will help keep your site on top of the competition. We have to use high-quality keywords to rank at positions 5-10.

It’ll be simple to do it using Ahrefs Site Explorer. Site Explorer > Enter the domain > Organic Search > Organic Keyword.

Let’s start by finding keywords that your competitors use. It’s easy to find using SEMrush or Ahrefs.

If your competitors get ranked on these keywords, it will give them the same opportunity to get your ranking. So these keywords are very effective for targeting.

Check if any sites were ranked in these terms. Find the commonality. So it is easier to determine which type of content suits your niche.

Similarly, if you look on the higher-ranking pages, you will see the information on this website. You can add this URL to Ahrefs.

You should have a position monitor installed on your website. Visit the Positioning Tracking Tool and start your project.

It is now necessary to start a campaign by selecting your place and device. Now, add keywords for tracking.

It has been suggested on some websites that the keywords can be added manually by using the keyword research tools like SEMrush or Google analytics software.

After tracking, it is easy to see the rankings of your search terms. You can find out more in the Competitors Discovery Report for similar search terms.

Analyze Your Backlink Profile

Next, we will use Ahrefs to run an automated quick SEO audit on backlink profiles. We will look for the most significant problems. Let’s start by: site explorer > Detailed.

It seems clear that the referred domain numbers on Ahrefs’ website have increased steadily.

If it is declining, my recommendation might include examining how you lost backlinks.

If you go to the Anchor Cloud, it gives the user a quick visual overview of the anchor text distribution of a webpage.

Start filling your sales pipeline today

Find And Fix Broken Links To (And From) Your Site

Backlinking is essential to us. Moreover, comparing backlink rankings to other factors found it important for the searcher to get more backlink results.

It will then be time for a thorough backlink evaluation.

Toxic links are a sham of “link equity.” You need the solution as quickly as possible.

Find broken pages in the website by going to: page navigation > Best links > adding the filter “404.”

Sort the results by RDF if the domain has more inbound links. Continually check all lists and correct any errors.

Search Console Crawls > error crawls. It shows all the errors on your website (404).

Google won’t let people rest if a broken link is found. Toxic links will contribute to a poor user experience, negatively impacting your SEO.

Identify toxic links that have been found. It is available through the Search Engine Finder under the “Index Report.” I always keep an eye out for broken links.

Find Content Gaps

You are ranked for keywords that are not available to your competitor. This should be corrected. We have shrewdly named them Content gaps.

First, you should see how much competition you are looking for. To achieve these objectives, you should check competing domain reports.

Explorer > Enter a domain > Organic Search > Competitor Domain.

The report shows websites with a massive overlap in keyword rankings with your website.

You must ignore all e-commerce sites like eBay and Amazon and generic websites like Quora and Forbes.

Launch A Skyscraper Post

The final stage of an SEO audit will be publishing content using the skyscrapers method. The technique helps other search engines quickly find your recent changes.

You’ll be amazed at the increase in page crawling every single morning. Site audit tools can help find Skyscraper method targets and ideas.

Check Manual Actions

Those sites that violate Google’s webmaster standards may have to go through an automatic action by Google. It is commonly called manual punishment.

It means that Google is reducing its ranking pages on your site. Activations can take place on service pages or the entire site.

In most cases, a website is lost from search results and will not even rank in browsers for a brand. You will be able to check the actions of your search engine.

Do You Have SEO Friendly URLs?

Lorem ipsum dEven though most modern websites and CMS systems have this configurated properly, it’s good for you to look at their structure and to ensure they are SEO friendly.

The URL must be unique for each website. It can also be used without optimizing, but must include keywords.

You can click on the security and manual actions, and there is a manual action link.olor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

What Are Web Vitals?

As of 2021, web vitals are considered a ranking element on Google’s website. You need to know that you can find reports from the search console to audit them.

This report is available on the ‘enhancement’ page.

In a report that primarily addresses mobile devices and desktops, the information will provide detailed insights into what’s causing poor URLs.

Menu Breadcrumbs Activated

Menu breadcrumbs are generally displayed in the top part of a page and help users navigate the homepage via the menu link.

Google recommends using breadcrumbs to make web browsing easier, if not quicker. Check your Breadcrumbs menus for correct configuration.

Find (And Fix) Thin Content |SEO Audit Process

Panda was the latest Google algorithm update in 2011 that smashed websites with minimal data sets. Thin content is content that cannot fulfill the user requirements.

Part of a good SEO audit checklist is benchmarking content against the competition.

A 300-word article on complex concepts is considered thin content and has a low word count. But putting 1000-2000 words on each page is not realistic in my experience.

Pages further away from your homepage are likely dominated by design-related content like banner images, icons, buttons, and product-oriented copy.

Start filling your sales pipeline today

Subscribe For Weekly Updates

Every SEO audit has different results.

The purpose of these audits is to give a holistic view of analyzing the performance of websites in browsers and promoting them in search engine results.

You should check your rankings, backlink profiles, duplicate content, whatever is preventing your searches.

How Can I Audit My Website For Free?

Digital marketing agencies spend hours performing a successful SEO audit on all the pages Google produces from Google searches.

The SEO audit process can be accessed using these five free tools.


This SEO audit tool can ensure all your pages are number one when a Google search is performed.

You can embed the site audit tool into pages on your site right down to specific keywords.

Screaming Frog

Screaming Frog looks at your website from an SEO perspective and outputs data. Rather than being an SEO campaign tool, it’s a site crawl tool.

SEO Report Card

This SEO audit tool produces an SEO audit checklist at a fast rate. The tool is mainly visual rather than chunks of copy about site audit.


This tool does a site search and provides data that will improve your site audit. WooRank is mainly used for small companies.

Marketing Grader

Owned by HubSpot, Marketing Grader performs an SEO campaign for individual page SEO. The layout is clean, sleek, and has been around for many years.

Site Audit And Content Marketing Strategy

A good SEO audit done by a technical SEO expert will vary depending on the size of your site, and the overall integration that is involved.

It’s an analysis of everything from integrating Google Search Console, to Google Analytics, and setting up SEMrush and other third-party tools, digging into the schema and understanding the entity score, to getting your Google Business Places (Google Maps, or Google My Business) CID code, to understanding how to get your serial number for your business or entity which is the MREID number.

A content marketing audit will also analyze the quality of your content, the length of the content, and your overall content strategy, including URL and site structure, title tags, H1 tags, and inner linking.

In this order, these are the most important on-page SEO ranking factors, URL, Title Tag, and H1 Tags. Making sure you have your keywords written strategically in those areas is essential.

Content Marketing Strategy And Market Research

It all starts with market research. In the SEO world, we call it keyword research. Knowing the most searched terms of your target market is essential.

“When Kennected builds content, we focus on our top-level keywords, in addition to our long-tail keywords or LSI (latent semantic indexing),” said Twomey.

We layer in the top search terms, and then use the lesser terms as supporting topics throughout our articles.

We will also write specific articles targeting those lower volume terms.

We use ClickUp and Google Sheets to organize our content marketing team headed up by Twomey.

He brings over a decade of SEO and content marketing experience to the table.

Twomey’s team does the keyword research, structures our URLs for the articles, and writes each title tag, and H1 tags.

Afterward, we use several SEO tools to help get a better understanding of the content length that we need to write to be competitive and the number of times that certain keywords have to be used on a page.

It’s benchmarking the content. But other factors come into play as well.

The strength of the competitor domains, the strength of your domain, the amount of branded search traffic that both have, and many other technical factors, including last touch analysis (if you solved the pain point and the user terminates the search after visiting your site).

Start filling your sales pipeline today

How Much Does An SEO Audit Cost?

The cost of a website SEO audit typically starts in the neighborhood of $5,000 and will depend depending where the business is located and its complexity.

Depending on depth and size, the cost could be anywhere from $3,000 to $5,000.

Link Building | How Many Links Do You Need To Rank?

Ah, the age-old question. Lots of factors come into play. Your domain rating or page rank, your competitor’s rating, the age of the site, the brand power and more.

The more competitive the niche, the more links are typically needed. However, more doesn’t always mean more powerful.

Sometimes a compelling and niche-relevant link that drives traffic can be more powerful than a few mediocre links that drive zero traffic.

Link building is an off-page SEO element needed to rank in most niches. Off-site SEO includes PR (press releases), link building, podcast guest hosting, and more.

Podcasting is an underrated link-building technique and gives you lots of backlinks from influential websites.

How Kennected Became A Content Marketing And SEO Powerhouse

Without tooting Twomey’s horn, he brought processes and systems over his decade-plus career as a content marketing and SEO efforts leader and adapted them to our SaaS model. Making sure Kennected doesn’t use duplicate content, and provides value to our readers is one of the tenants of our publishing team.

Since Kennected started primarily as LinkedIn Marketing solutions and LinkedIn Automation, we mainly wrote about that topic.

“We’ve written over 200 topics just covering LinkedIn,” said Twomey.

“We also noticed that we had a ton of traffic for specific subsets of users like insurance agents, business coaches, consultants, and more.”

We dug into some marketing research and found the top terms that were bothering these industry professionals and wrote helpful solutions to their answers.

Once they came to the site, we could retarget them through pixels (Facebook and Google), and get them to opt-in to an ebook offer, or maybe they sign up right on the spot through our automated checkout offer.

Regardless, we had earned the ability to get our brand in front of their eyes. We publish anywhere between 24-40 articles per month. We then rinse and repeat.

“We are planning on scaling that in addition to leveraging video marketing on our YouTube and other social channels,” said Twomey.

We’ve built a solid foundation, and once Google started giving us a better internal quality score or PageRank (yes, it’s still alive, but no, it’s not public), we started Google rankings for all types of keywords without having to do massive amounts of link building to those articles.

We can usually achieve our desired results using internal links and referencing our previous articles. 

A good internal linking structure is a tenant uncovered or revealed in the SEO audit checklist. The good internal linking structure also helped with pages indexed in Google.

Thanks for reading our article about a successful SEO audit, and hopefully, our digital marketing expertise can be of benefit to your company.

A solid SEO Audit Checklist is scalable and can help you increase your organic traffic from Google, Bing, and other search engines.

Want to learn more about how Kennected became a content marketing machine?

Schedule a time with Twomey and see if Kennected can help your company grow by building an internal team for your company.

Schedule a Demo -
Grow Your Business

Subscribe For

Get started with Kennected today!