What Is a Site Audit and Why Do You Need It? Site Audit Meaning

If you’re looking to improve your website performance, a site audit is where it all starts. An extensive audit can help you identify the issues and improvement areas on your website. But what exactly is a site audit, and how do you do it? In this blog, you will learn the site audit meaning and the steps to do it.

What is a Site Audit?

A site audit is a thorough assessment of a website’s performance on multiple parameters such as SEO, user interface, mobile-friendliness, etc. It is an inspection done to evaluate how friendly a website is to search engines.

Why Do You Need a Site Audit?

Here are some reasons why you need to do a site audit:

To boost conversions

When doing site audits, you are able to re-evaluate how optimized your website is for conversions. You can discover some chances to make more sales or leads that you have never encountered before. You can also see if the methods you are currently using are effective. Site audits can give you the answers to this and many other questions that can help generate more conversions.

To identify new SEO opportunities

Generally, site audits unravel a lot of hidden opportunities for SEO. In the process, you can discover pages that do not perform well and need an update, technical adjustments to make the user experience better, or find assets that must not be included on Google’s index.

To optimize the website

A website goes through a lot of changes as well. Therefore, old pages update, fresh content is added, and web developers improve server configuration, among many others. This could result in your optimized website before being gone or not having the same design. Regular audits will help you identify and get rid of errors and problems, so you can optimize your site to its best potential.

To keep up with the changes in search

Throughout the years, search engines have gone through big changes as to how websites perform and how search results are determined. Before, a user just needed to put a keyword in the title and headings found in the page content. From there, they could get some backlinks. This could improve their presence on search engines and their SEO ranking. Nevertheless, now, all of these have changed.

Many business owners and marketers are having a hard time coping up with working on SEO. That is because they are used to traditionally marketing their services and products. Instead of a few factors, just like before, owners and marketers have to deal with hundreds of SEO factors.

What Is Included in a Site Audit?

The right website audit should inform you of what improvements your current website needs, what is lacking, and ways you can improve and have the opportunities to get a better rank. Here are other things included in a site audit:

1. Site security audit

This determines the weaknesses that make your website prone to security infiltration. Doing a security audit protects confidential and sensitive details of the business and the website’s visitors.

2. Conversion rate optimization (CRO) audit

A conversion rate optimization audit helps corporations understand how people navigate through your site, what actions they do, such as completing a form or buying items, and what prevents the users from fulfilling the end goals.

3. Site health audit

In this audit, the website is assessed for its functionality and overall design of the website. The usability is checked for its technical and onsite SEO, speed, external and internal links, among many other factors. Broken links, the structure of the site, meta description, and dead links are included as well. In analyzing SEO, many utilize Google analytics to assess the overall function of the website. Therefore, this is recommended for you to begin a thorough audit of your website.

4. Google penalty and recovery audit

This audit identifies the penalties connected with manual issues or algorithms and assesses using a process to provide solutions for the site’s recovery. Some of the issues it can detect are website speed and performance on mobile devices.

5. Competitor website audit

One of the most crucial things to do is to know what they are up to to be one step ahead of your competitors. When you audit your competition’s site, you gain insights and see opportunities that you can apply in your digital marketing efforts.

6. Content and SEO audit

For this, you can see more clearly how your content performs on your website. The web traffic on your page can be affected by SEO problems such as wrong anchor text, dead links, and content duplication.

Key Factors to Consider in a Site Audit

Before auditing your site, you have to review some of the key considerations in doing one. Here are some of these considerations to guide you:

Website performance

Simply having a website for your business is not enough to get good results. To determine your website’s efficiency, your site audit should assess your website’s design by considering the visitors to your page.

The overall navigation experience and design need to match the visitors’ expectations of what to see from your website. The design can include information about the business, its products or services, price, and feedback, among many others. All of this depends on the nature of the business.


When you check the quality of your content, you put yourself in your target market’s shoes. You can then decide if the information on the site is satisfactory, if the pages can address all the questions if the resources are enough, and if the steps need to be taken are clear.

Therefore, you should always remember that good content should be appealing to your target audience’s needs, issues, and interests. You do this by making well-written and engaging content, giving visitors comprehensive and ample information, and guiding them to their next move.

Conversion rate optimization

Even though quality and SEO-optimized content is an effective method to make your web traffic better, what visitors do when they are on your website is what matters.

This is the part where you optimize landing pages, which are the pages your visitor ends up on after clicking an ad, marketing offers, and CTAs or calls-to-action. All of these play an important role in making your site perform better. Besides obtaining visitor preferences from every visit, you can also ensure that the customers are engaged with your business and your site’s content.

Technical audit

After you finished thinking about the considerations mentioned, this is the time to seek assistance from a web developer or IT for a technical assessment. If you want to get services from an agency, it will be best to research first.

You need to remember that the 3 considerations mentioned before can be considered in the technical audit. This is to ensure that all of these factors contribute to the overall user experience.

How to Do a Site Audit

If you think your website is optimized enough, you may have to check if there are still other problems that need to be resolved. Here are ways on how to do a thorough site audit.

Choose a site audit tool

The premium SEO tools are paid, but these have a great reputation. They are user-friendly, extensive, accurate, and complete. The primary differences between a paid and a free SEO audit tool are its dependability and capability.

Run your website through the site audit tool

After you finished picking out an SEO audit tool, you now have the option to type in your site’s link in this tool. To get a detailed report of all the possible issues your site may have, the tool will crawl or browse in it. As for how the results are shown, it varies from tool to tool.

Identify the errors/issues

The identified problems can affect SEO. However, if SEO is not your priority for your SEO, it will still greatly benefit your site if you address the technical issues. Doing this can make your site operate more smoothly and give a better user experience.

Identify SEO problems

Technical problems undeniably go beyond what is usually considered as technical. These can include off-page and on-page SEO problems. All of these have an impact on SEO, whatever the particular issue may be.

Analyze the design and UX

Several SEO site audit tools can do an analysis of the overall user experience of the site and its structure. These are crucial since they play a vital role in how visitors connect to the site while they are there and the duration of their stay on your site. Therefore, these are the factors that can turn them into customers.

Assess the website content

A comprehensive site audit can determine the pages that rank well using your primary keywords and the pages that do not rank at all. It can also show pages that have flat or duplicate content.

Build a checklist of all issues

On top of providing you basic steps on how to resolve the issues, most site audit tools can make a digital report that you can study offline. The report can help you make a checklist with your staff or client. Moreover, it provides you to tick a task off once you accomplish it. You can also pick a particular site you want to audit,

10 Best Website Audit Tools

There are a lot of SEO audit tools available online that can analyze and identify problems on your website. Here are some of the recommended website audit tools that could work for you:

  1. SEMrush
  2. SpyFu
  3. Woorank
  4. Moz
  5. SEO Analyzer
  6. RankWatch
  7. SEO Site Checkup
  8. Sitechecker
  9. SEOptimer
  10. The HOTH


This audit tool is also a research tool that is used extensively to record organic keywords, PPC keywords of your competition, its research, and backlinks. Therefore, you can utilize SEMrush to follow your competition’s information aggressively. You can use this information to improve your site’s ranking.


SpyFu is a great auditing tool to extract knowledge from your competition and observe its activity. It is helpful for website owners and SEO businesses when marketing online, doing digital marketing, and sales activities. Once you put a link on SpyFu’s website, you can gain the site’s information such as search figures, keywords used, backlinks, and a lot more.


This is another great SEO audit tool to analyze websites, so it is useful for SEO agencies, digital marketers, B2B marketing businesses, and website owners. It gives detailed on, and off-page SEO analysis, gives backlinks and dead links, and provides suggestions to make the site more visible and improve ranking.


Moz is one of the leading SEO audit tools and a big SEO company. Many site owners use this site audit tool widely for improving SEO processes. SEO professionals utilize Moz rank. The tool uses page authority and web authority as measurements and creates link building from other sites. Small and big companies can use the free and pro plans of Moz.

SEO Analyzer

Do your SEO tasks in a new SEO audit tool made by the English SEO expert, Neil Patel. One of the great things about it is that there are no limitations. You can get the report in PDF form and send it to your team. Aside from the Keyword tool, there is helpful information from this tool.

SEO Report Card

Made by UpCity, SEO Report Card is an excellent auditing tool if you want a fast web analysis. It is quick; the visuals are great. UpCity is another prominent company that helps a lot of businesses for their SEO needs. This tool is especially helpful for small enterprises. It also offers options for reselling services for agencies.

SEO Site Checkup

SEO Site Checkup offers its features conveniently. With just a click, you can check the performance of your site. The dashboard also gives you access to the analysis tools, monitoring, and reports. You can get some helpful information about the quantity and quality of your site’s backlinks ranked based on how important they are.


Although the reports cannot be converted to PDF, Sitechecker can do 300 site audits every month. Moreover, they give instructions on how you can solve the problems. 100 links every month is the limit for this tool, which is generally enough.


This amazing free SEO audit tool can pinpoint where your website’s errors are. Then, it will suggest ways to make your site’s search rankings better. You can also download the extension for Chrome so that you can audit different websites.


Similar to SEOptimizer, this is a free site audit tool that will help you have your focus keywords optimized through page-level observations and other factors such as title, page speed, tags, pictures, and internal and external links, among many others.

Frequently Asked Questions (FAQs)

Below are some of the common questions asked by clients about site audits:

1. What is meant by a site audit?

A site audit is a complete analysis of different factors that play a role in a website’s search engine rankings. It provides a detailed understanding of a website, its user interface, its global traffic, and how visitors engage with it.

2. Why do you need a site audit?

A site audit is important because it makes the visibility and efficiency of a site better. These audits increase the site’s performance and traffic and enhance its search ranking on Google.

3. How do you do a site audit?

Here are the ways of conducting a complete and appropriate site audit: Picking the right website audit tool, using a site audit tool to run a website, identifying technical errors, determining SEO-related problems, analyzing design and user-friendliness, doing an assessment of the content of a site and making a list of all the problems in the site.

4. What is an SEO audit tool?

An SEO audit tool is a tool that helps marketers identify and diagnose SEO issues in a website. You can use a free or a paid tool to generate an SEO audit report of your website.

5. Why do you need an SEO audit?

An SEO audit checks your site’s technical design and the various elements on your website’s pages to improve its visibility on search engines, conversion, and functionality.



A comprehensive site audit can help you identify and diagnose issues in your website that are preventing it from reaching its target audience. Doing this audit focuses on the main source of the problem, so the steps taken can improve the website’s search visibility. In that case, it is highly recommended to invest in doing a site audit to resolve these issues.

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