SEO Audits: Why are they important and what are the benefits?

Search Engine Optimisation (SEO) is a crucial part of any successful marketing strategy but some businesses are overwhelmed by the time it takes to effectively optimise a website.

However, effective SEO will improve the visibility of your website on search engines such as Google, resulting in more traffic and more opportunities to convert prospects into clients.

As SEO consists of many elements, an administrator should conduct regular audits of a website before making any changes to the site's structure and on-site or off-site activity to ensure search rankings are not being negatively affected.

What is an SEO audit?

An SEO Audit is a thorough evaluation of a website's presence and performance on search engine result pages (SERPs).

The purpose of an SEO audit is to identify whether there are any issues affecting organic search performance – it is essentially a health check for your website.

If the auditor finds that the website is performing poorly, they can take the necessary action to repair and overcome those obstacles.

A full audit will reveal whether there are:

  • Content gaps and opportunities
  • Competitive marketplace insights
  • Off-site issues such as a lack of inbound links
  • On-page SEO issues such as broken links and poorly optimised headers
  • Potential flaws in user experience such as slow page loading speed
  • Structural problems, including duplicate content
  • Technical SEO issues such as no XML sitemaps

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