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How To Do An SEO Audit To Improve Traffic & Conversions

Have you faced a time when you believe you have everything in order when it comes to your digital marketing strategies but nothing seems to be performing as well as you hoped? That result is more common than most people would realize, and in most cases, all you’re lacking is a comprehensive SEO audit. 

Approximately 92.3% of users in today’s hectic online environment access the internet through mobile devices. Simultaneously, an impressive 75% of these users never go past the first page of search results. This reality places an importance on not just being online, but being prominently visible through SEO efforts.

At RevvLab, we recognize that being at the top of search results requires more than just having a superior product or service—it also requires mastering the technique of search engine optimization. This blog post is designed to carefully walk you through the process of performing an SEO audit. 

Come along as we, your leading SEO audit service, break down the processes for a fruitful SEO audit, which will open the door to increased traffic and conversion rates and maximize the impact of your online presence. Use RevvLab to make your website better! 

seo audit

Introduction to an SEO Audit

An extensive procedure known as an SEO audit examines a website to find problems and opportunities that might be affecting how well it performs in search engine rankings. Finding useful information that can raise your website’s search engine ranking and attract more targeted visitors—both of which increase conversion rates—is the ultimate objective.

Objectives of an SEO Evaluation

Identifying Technical Issues

Make sure the website or web app is efficiently crawled and indexed by search engines for a website audit.

Optimizing Pages on the Web

To raise your website’s search engine ranking, analyze each page separately and optimize it for keywords.

Off-Page Analysis

Evaluating external factors that can impact SEO site analysis like:

User Experience (UX) Evaluation

Assess the site’s structure and design to ensure that it provides a positive user experience, which is increasingly important for an SEO audit.

Conversion Rate Analysis

Understand how effectively the website auditing converts visitors into customers and identifies potential barriers to conversion.

Tools Needed for an SEO Audit

Google Analytics

For tracking website traffic and user behavior.

Google Search Console

To view how Google:

  • Sees your website
  • Track keyword performance
  • Identify crawling issues

SEMRush or Ahrefs

These comprehensive tools are for deeper insights into:

  • SEO performance
  • Competitor analysis
  • Backlink checking

Screaming Frog SEO Spider

To crawl websites and identify technical issues that could be hindering SEO performance for your SEO audit.

Steps to Start an SEO Audit

Establish Baselines

Baseline metrics are important to understand current traffic and performance levels by using:

  • Google Analytics
  • Google Search Console

Technical Assessment

Use tools like Screaming Frog to crawl your site and spot technical problems like:

  • Broken links
  • Improper redirects
  • Page speed issues

Keyword Analysis

Assess current keyword rankings and identify new keywords opportunities. Keyword audit tools are invaluable here like:

  • SEMRush
  • Ahrefs

Competitor Analysis

Examine the SEO audit strategies of top rivals to determine their advantages and disadvantages.

Benefits of an SEO Audit

Conducting an SEO audit is a critical exercise for any website looking to improve its performance in search engine rankings. Here are some key benefits of performing an SEO audit:

Identifies Technical Issues

An SEO audit report helps identify technical issues that could be hindering your website’s ability to perform well in search engines. Issues can significantly impact your site’s visibility and user experience such as:

  • Slow site speed
  • Poor mobile optimization
  • Broken links
  • Incorrect use of robots.txt

Boosts Visibility of Organic Search

Your website or web app can rank higher in search engine results by improving its content and structure, which can be achieved by addressing the issues identified during an SEO audit. Without the need for paid advertising, this increased visibility may result in more traffic.

Enhances User Experience

Search engines aren’t the only thing that a quality SEO audit considers. Additionally, it concentrates on making sure that users engage positively with your website, as this can result in increased conversion rates when user experience elements like these are present:

  • Website navigation
  • Page speed
  • Content quality

Optimizes Content Strategy

An SEO audit evaluates your current content to determine how well it aligns with user intent and search engine guidelines. This can reveal opportunities which can improve engagement and retention rates with:

  • Content enhancement
  • Updating outdated information
  • Filling in content gaps

Strengthens Your Backlink Profile

During an SEO audit, you can examine your backlink profile to find and eliminate potentially dangerous links and create plans to acquire more high-quality links. An effective backlink profile can raise the authority and ranking of your website and is a crucial component of search engine algorithms.

Boosts Conversion Rates

By identifying and fixing issues related to:

  • Site architecture
  • Navigation
  • Calls to action

An SEO audit can make it easier for visitors to navigate your site and take desired actions, whether that’s:

  • Making a purchase
  • Signing up for a newsletter
  • Filling out a contact form

Tracks Competitor Performance

An SEO audit includes a competitor analysis that helps you understand your competitors’ strengths and weaknesses. This information can be used to refine your own strategies and take advantage of areas where competitors may be lacking.

Helps Align SEO with Business Objectives

A regular SEO audit ensures that your SEO efforts are aligned with your business goals. It helps you reassess your strategies in light of changing:

Ensures Compliance with Search Engine Guidelines

Search engines regularly revise their rules and algorithms. Make sure your website complies with the most recent requirements by conducting an SEO audit.

Technical SEO Assessment

A technical SEO audit is necessary to identify and address website infrastructure issues that could affect how search engines index and rank your website.

Site Structure

A well-structured website is essential for both user navigation and search engine indexing. If your website’s architecture follows a logical hierarchy that helps search engines comprehend the content on each page and their relationships to one another, they will be able to index it more effectively. 

Make sure your website’s navigation menu is simple to use and that content is connected by internal links. This enhances user experience while also assisting search engines in fully indexing your website when it comes to an SEO audit.

Mobile Optimization

Since mobile devices account for about half of all web traffic globally, having a mobile-friendly website is essential. Search engine optimization and user experience are both impacted by mobile optimization in an SEO audit.

Google uses mobile-first indexing, which means that search rankings are determined by the mobile version of your website. Use the Google Mobile-Friendly Test tool to check the mobile responsiveness of your website and make sure it is optimized for mobile users.

Speed Optimization

Both a crucial component of user experience and a direct ranking factor for search engines is page speed. Faster-loading websites have higher engagement metrics and lower bounce rates. Use tools to evaluate the speed of your website and implement their suggestions to improve load times:

  • Compressing images
  • Leveraging browser caching
  • Minimizing JavaScript and CSS files

Secure Sockets Layer (SSL)

A web server and a browser can establish an encrypted connection thanks to the security feature known as SSL. Using SSL (HTTPS) is a ranking signal, according to Google. More significantly, SSL certificates contribute to visitor trust and data protection for your website. 

Verify whether the URL of your website starts with HTTPS, which denotes SSL certification. If not, you should think about getting one because, before interacting with a website, modern browsers and users frequently search for security assurances in an SEO page audit.

URL Structure

The structure of your URLs is one often overlooked aspect of SEO that can affect both user experience and SEO performance. Clear URLs that contain keywords can aid in indexing and provide additional information about the content of the page to both users and search engines. 

Avoid using hyphens to separate words and long URLs. Verify that each URL is easy to read and gives a brief summary of the information on the page it leads to.

Evaluation of On-Page SEO

Because it informs search engines about your website, its content, and how relevant it is to a searcher’s query, an on page SEO audit is essential. The following are crucial areas to concentrate on in order to enhance your on-page SEO:

On-page SEO is vital because it tells search engines about your website and its content and how relevant it is to a searcher’s query. Below are critical areas you should focus on to improve your on-page SEO:

Content Quality

A strong foundation of SEO is content of high quality. Providing users with the most relevant results for their queries is the goal of search engines; you can satisfy this need by producing excellent, captivating content. Consider your content’s applicability in SEO auditing:

Does it resolve the issue or provide answers to the queries raised by your audience?

Make sure your writing is readable and thoroughly researched. One tool that can be used to evaluate readability is the Flesch Reading Ease Score. In order to differentiate itself from the competition and entice users to return, your content should offer value.

Keyword Optimization

Effective keyword optimization involves more than just including keywords into your content. It’s about matching your content to the search intent behind those keywords. Start by identifying the right keywords that your target audience is using. Then, strategically place them where they’ll have the most impact — in the:

  • Titles
  • Headings
  • Body
  • URLs
  • Meta descriptions of your pages

Remember, keyword stuffing can lead to penalties—use keywords naturally and focus on creating a helpful, informative user experience.

Meta Tags

Because they provide search engines with metadata about your web pages, meta tags are essential to SEO. Important elements that show up in search engine results pages (SERPs) and have the potential to affect click-through rates include:

  • Title tag
  • Meta description

Title Tags

Title tags should be concise (about 50-60 characters), keyword-rich, and descriptive of the page content.

Meta descriptions

Meta descriptions provide a brief summary of the page and should be engaging, use active voice, and include a call to action, while also staying under 160 characters.

Heading tags

Heading tags include:

  • H1
  • H2
  • H3

These help structure your content and give importance to various sections. Your main title should always be in H1, and subsequent subheadings in H2 or H3.

Image Optimization

Images enhance the user experience but can negatively impact your page speed and SEO if not properly optimized. Ensure all your images are compressed to reduce file size without compromising quality. Use these to help search engines understand and rank your images appropriately:

  • Descriptive file names
  • Alt tags

Off-Page SEO Assessment

Off-page SEO involves a variety of strategies that can help improve your website’s position in the search engine results pages (SERPs). Here are the main areas you should focus on:


Backlinks are arguably the most critical component of off-page SEO. They signal to search engines that others vouch for your content. When numerous high-quality sites link to your pages, search engines can infer that your content is valuable and worth ranking well.

Evaluating Backlinks


More links can help, but only if they are from quality sources.


Links from authoritative and relevant sites have the most impact. Use tools to analyze where your backlinks are coming from like:

  • Ahrefs
  • Moz
  • SEMrush

Anchor Text

The clickable text in a hyperlink should be relevant to the page it’s linking to, but over-optimizing it can appear spammy to search engines.

Social Signals

High engagement on social media can lead to increased brand exposure, more backlinks, and traffic, which are direct ranking factors. While social signals  are not direct ranking factors, they can indirectly influence SEO performance such as:

  • Likes
  • Shares
  • Comments from social media platforms

Maximizing Social Signals

Engage regularly with your audience on major social networks. Encourage sharing by adding share buttons to your content and by asking for shares directly. Produce shareable content that provides value, such as:

  • How-to guides
  • Infographics
  • Insightful articles

Local SEO

For businesses with a physical location or that serve a specific geographical area, local SEO is crucial. It helps businesses appear in local search results, which are often highly relevant to the user.

Key Components of Local SEO

Google My Business

Set up and optimize your Google My Business (GMB) profile. This is crucial as it affects your visibility in Google Maps and local search results.

NAP Consistency

Ensure your business’s:

  • Name
  • Address
  • Phone Number (NAP)

These are consistent across all platforms, including your:

  • Website
  • Social media pages
  • Business directories

Local Backlinks

Try to gain backlinks to enhance your local search rankings from:

  • Local news websites
  • Community blogs
  • Other local businesses

User Experience (UX) Analysis

Beyond visual appeal, effective UX concentrates on enabling a seamless and productive experience for users. Because UX directly affects engagement metrics like:

  • Time on site
  • Bounce rates
  • Conversion rates

Here’s how to assess your website’s user experience (UX) to make sure that users have a positive experience in addition to seeing high search engine rankings:


The ease of navigation on your website can have a significant impact on how long visitors stay and how easily they can find the information they’re looking for. A well-structured navigation setup should:

  • Clearly categorize sections with intuitive headings.
  • Use a consistent layout throughout the website.
  • Provide a search function for larger sites.
  • Include navigation elements in the footer for quick access to key pages.

Calls to Action (CTAs)

CTAs are vital as they guide users towards conversion points, whether signing up, making a purchase, or another goal. Effective CTAs should be:

  • Visibly distinct from other elements on the page.
  • Placed logically where users are most likely to make a decision.
  • Clear and concise in messaging.
  • Tested regularly to optimize their performance.

Evaluate the visibility and effectiveness of your CTAs by reviewing their design and placement, and consider A/B testing different versions to see which performs better.

Conversion Paths

Conversion paths are the routes users take from entering your site to completing a conversion. Analyzing these paths helps identify any friction points that could be causing user drop-offs. Key elements to assess include:

  • The number of steps it takes to complete a conversion.
  • The clarity of the information provided at each step.
  • Optional versus required fields in forms.
  • Simplification and streamlining of the checkout process for e-commerce sites.

User Interface (UI) and Web Design

The UI and web design elements of your site significantly contribute to UX. They involve the actual interfaces through which users interact with the website. To enhance UI/UX:

  • Ensure your design is responsive and provides a seamless experience across all devices.
  • Optimize page elements for quick loading to prevent user frustration.
  • Regularly update the design to keep it fresh and aligned with modern standards. Hire a good web designer for added assistance.

Content Audit

A content audit involves a complete inventory and evaluation of all the content on your website. Content is often seen as the backbone of SEO, influencing not only rankings but also engagement and conversions. Conducting a thorough content audit allows you to understand what’s working, what isn’t, and how you can improve your content strategy moving forward. Here’s a detailed approach to executing a content audit effectively.

Content Inventory

Start your content audit by creating a comprehensive list of all content assets. This inventory should include:

Web Pages

Every page on your site, including:

  • Product pages
  • Blog posts
  • About us pages
  • Contact pages
  • Landing pages


These include:

  • Videos
  • Podcasts
  • Infographics
  • Downloadable PDFs

Blog Posts

All blog entries are categorized by:

  • Topic
  • Length
  • Format

Use tools to crawl your site and export a list of all URLs. Additional attributes to note for each piece of content could include the:

  • Title
  • Main keywords
  • The content type
  • Publication date
  • Last updated date

Performance Analysis

With your inventory in hand, the next step is to analyze the performance of your content using web analytics tools like Google Analytics. Classify your content into categories such as:

  • High-performing
  • Underperforming
  • Average

This classification will help you determine which content to:

  • Update
  • Rewrite
  • Remove

Focus on metrics such as:

Page Views

Which pages attract the most traffic?

Engagement Metrics

Look at bounce rates and average time on page.


Identify which pieces of content lead to conversions.

SEO Performance

Use Google Search Console to see how different pages rank and which queries they appear for.

Content Strategy Recommendations

Based on your performance analysis, you can now formulate targeted recommendations for your content strategy. These recommendations may include:

For High-Performing Content

  • Update Regularly
  • Ensure that the information remains accurate and relevant.
  • Repurpose Content
  • Consider converting these into other formats like videos or infographics to extend their reach.

For Underperforming Content

  • Rewrite 
  • Optimize

Address issues like:

  • Poor SEO optimization
  • Outdated information
  • Unengaging content

Improve Internal Linking

Link underperforming content from high-performing pages to boost their visibility and relevance.

For New Content

Identify Gaps

Look for topics that have not been covered yet but are relevant to your audience.

Leverage Trends

Use tools to find trending topics or frequently asked questions in your industry like:

  • Google Trends
  • BuzzSumo

Long-Term Content Strategy

Developing a long-term content strategy involves:

Editorial Calendar

Plan and schedule content production to ensure a steady stream of fresh content.

Content Themes

Establish themes based on audience interest and seasonal trends to guide content creation.

Feedback Mechanisms

Implement systems to gather user feedback on content, such as:


An SEO audit is a strategic plan that complies with the constantly changing requirements of the online market, not just a routine health check for your website. An SEO audit finds possibilities that many miss by looking into the finer points as well as the bigger picture of your website’s functionality, making sure that every part of it is optimized for search engines and user experience.

RevvLab sincerely thinks that a well-executed SEO audit checklist is the cornerstone of digital success. We, a leading SEO audit company, take great satisfaction in leading our clients through the SEO audit process step-by-step, providing clarity and useful insights that produce quantifiable results. Recall that being indispensable is more important than just being visible in the fast-paced world of digital marketing. 

You receive more from RevvLab than just SEO solutions; you also get a partner who is committed to your ongoing success. Allow us to assist you in transforming the SEO audit’s insights into effective measures that connect with your target market and strengthen the online presence of your company. Together, we can make sure that your target audience sees, remembers, and favors your website. Contact us now!


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