Search Engine Optimization Audits

A Web Site Audit conducted for SEO purposes is a detailed overview and analysis of a site’s performance in the search engines and the site’s overall search engine compatibility.  The audit looks at a range of elements of a site and how these may be impacting visibility in search engines. It also includes detailed recommendations for how any issues can be addressed.

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Below are the standard reports included in our SEO Audits:

SEO Metrics:

  • External Backlinks *
  • Citation Flow *
  • Trust Flow *
  • Domain Authority *
  • mozRank (Global Link Popularity) *
  • mozTrust (Global Link Trust) *
  • CMS Compatibility
  • Image Filenames
  • Alt Img Attributes
  • Page URL and Filename compatibility
  • Link Referrals
  • Title and META Tags
  • Text Content
  • Target Keywords
  • Keyword Density
  • Sample Search Term Ranking
  • Google Webmaster Tools Account Check
  • Bing Webmaster Tools Account Check
  • Google PageRank
  • Viewed as Googlebot
  • Check against Google Quality Guidelines

* These metrics are retrieved using RavenTools.

Site Metrics:

  • Load Time *
  • Page Speed *
  • Robots.txt Check *
  • Malware Check *
  • Canonical URL Check *
  • Domain Registration *
  • Google Analytics Integration *
  • Site Auditor *
  • HTML Validation
  • Browser Compatibility
  • Spelling / Grammar Check
  • Dead Link Check
  • Check for XML Sitemap
  • Copyright Date
  • Mobile / Tablet Version
  • Hosting Location

* These metrics are retrieved using RavenTools.

Analytics Metrics:

  • Traffic Sources
  • Geographic Share
  • Conversion Sources
  • Site Engagement / Returning Visitors
  • Top Entry Pages
  • Top Exit Pages
  • Search Engine Share
  • Top Search Queries
  • Most Popular Content

All metrics above are gathered via Google Analytics or another Analytics program, provided we are given access to your metrics account.

Competitor Metrics:

You generally only need to review competitor metrics if you are in a highly competitive industry, or if you are seeking a benchmark for where you sit compared to your competitors in the same space. You'll need to provide the URLs of your major competitors in order for us to include these metrics.

  • External Backlinks *
  • Citation Flow *
  • Trust Flow *
  • Domain Authority *
  • mozRank (Global Link Popularity) *
  • mozTrust (Global Link Trust) *
  • Target Keywords
  • Sample Search Term Ranking
  • Google PageRank

* These metrics are retrieved using RavenTools.

Specific Recommendations:

This is where we will highlight problem areas found during the audit that are currently impacting your site’s visibility in search engines. This area of the audit will include a list of recommendations, specific to the site being audited, to resolve the highlighted issues.

General Recommendations:

This is where we will list less critical issues found during the audit that may not be impacting the site’s search engine visibility, but could be affecting the site’s overall compatibility / usability as a whole.  This area of the audit will include a list of general recommendations for improvement and maintenance going forward.

Glossary of Terms:

SEO Web Site Audits can contain a lot of jargon that stakeholders may not be familiar with. For this reason, we always include a glossary of terms and/or a list of definitions for each of your reports so that recipients can fully comprehend the findings and understand how to implement the recommendations.

Next Steps:

In most SEO Web Site Audits, we will include a Next Steps section to help you understand what options you now have to address all issues discovered during the audit process. Depending on the complexity of changes required, this could include one or more of the following steps:

1. Linking to our consulting services (assuming the work needs to be outsourced).

2. Recommending that you complete a SEO Requirements Document to establish the precise project parameters, so we can accurately quote and tailor the SEO campaign to your exact needs.

3. Recommending an industry expert or outside consultancy become involved (assuming specialist knowledge is required or we don’t have the skills/time to make the changes).

4. Suggesting SEO-specific training for your staff to take (if the changes are minimal and/or you want to keep things in-house).

We find that including the above sections in our SEO Audits establishes a benchmark going forward and prevents any nasty surprises from cropping up during the Search Engine Optimization process.

You can access an example of this type of audit via the link below.

Sample SEO Audit

View a sample SEO Audit (PDF)

Content of any of our Site Performance Audits can be tailored to suit specific client requirements. Fees are based on the number of hours the audit is estimated to take and you will be provided with an estimate prior to commencement.


Kalena is a Director of Jordan Consulting Group and a Co-founder and Director of Studies for Search Engine College. One of the first search engine optimization experts in Australia and New Zealand, Kalena Jordan has been marketing web sites online since 1996 and blogging about search since 2002. As well as presenting at various marketing conferences and training events each year, Kalena writes a regular column for Site Pro News, as well as an agony aunt style search engine advice blog called Ask Kalena. She is a trainer for and full Member of the Institute of IT Professionals in New Zealand and has a Bachelor of Arts in Communication from the University of Newcastle in Australia. Kalena is also a self-confessed Twitter addict. When not glued to her iPhone, she likes to go geocaching and fishing.
Posted in Audits, Search Engine Optimization