A Search Engine Optimization (SEO) audit is used to add value and give companies insight into their organic search results. By evaluating critical SEO factors, companies can develop a prioritized plan to improve their organic search ranking. What are those critical factors that every company should evaluate in their next audit? These are five factors – each one with an impact on your SEO rankings – that is part of any thorough SEO audit.

Competitor Research

It’s time to start an SEO audit, so the first step is to examine the SEO and PPC positions of the competition. What keywords are they optimizing for? Are they attracting organic search traffic? What inbound links and domain authority do they have? Once you’ve done this, you can begin to evaluate your strategy in comparison to theirs and figure out how to improve it.

Crawling and Indexing

Crawling the site is how Google and an indexing tool read your content. Both of these need to be properly set up to ensure SEO success. Check the Google Search Console to see if a site is being properly crawled and indexed. The robot.txt file shows which website pages are being blocked from the crawlers, while the sitemap shows that it is following the proper protocols. A site that gets blocked from Google won’t get indexed, so rely on crawling and indexing analysis to ensure everything is working right.


There are several things that can prevent someone from accessing a website, including slow page load speeds, 404 errors and long server response times. To determine if your site has any such accessibility issues, head over to Google PageSpeed Insights and see if your page is loading quickly. If you find an issue, look for a solution in Google’s resources or consider hiring an expert to fix any errors with your website.

Link Analysis

Internal and external links on third-party websites are a strong ranking signal in Google search rankings. One way you can see how your data is linked and which pages are most important is Google Search Console, which has tools to analyze internal and external links. Ahrefs and OpenSiteExplorer are also good tools to analyze external links.

Content Evaluation

What is your content doing to help you drive business? Which series of blog posts and landing pages are being created over time to target keywords and attract inbound traffic? What keywords are being consistently optimized for in the content? What percentage of website visitors are reading the content? What are the duplicate content issues in the form of page titles, meta descriptions, and target keywords?

After making your findings, take them to create an SEO content strategy. Not only will an SEO content strategy provide a plan that everyone on your content team can follow, but it will also ensure that you’re generating content that both people want to read all while having a positive impact on your SEO ranking.


We hope this article proves to be useful when it comes to helping you gain a better understanding of how SEO audits work. As you can see, there is a slew of different components that are vital to SEO audits. Be sure to keep all of this information in mind so that you can make the most informed decisions for your business.
Conquer digital marketing in Melbourne by working with us at Co Media. Let us help you attract customers looking for someone like you and generate more traffic, leads, and sales. Start the process today with an SEO audit and strategy session. For more information on what we can do for you, visit our website today!