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What is a Website Audit?

5 min to read

A website audit is when you analyze your website across several performance-related metrics. These include user experience and page speed, and you can also use site audits to identify potential technical issues that need fixing.

When performing a website audit, you also assess your website’s search engine visibility. After completing the audit, you should have data to assess where you need to make adjustments.

Pro Tip:
Your website audit should be used as a preventative measure. It’s the same as going to the doctor to identify a small problem and address the issues before they grow.
Key Takeaways:
  • When performing a website audit, you analyze performance across all pages and detect potential issues
  • You can use tools like Semrush to audit, while some businesses outsource to agencies or freelancers
  • Away from SEO, you should perform website audience for UX, conversions, and performance
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What is a Website Audit?

What is included in a website audit?

Each website audit is different because it’s about the site owner and the business’s specific needs. However, you’ll normally cover these areas: 

  • Technical Audit: Check your website code and mobile-friendliness. You’ll also analyze overall site speed and how everything else works behind the scenes.

  • SEO Audit: Here, you assess your site visibility in Google, Bing, and other search engines. The SEO audit focuses on backlinks, keywords, and on-page optimization. Page optimization covers category pages, homepages, product pages, etc. 

  • Content Audit: Here, you look at your website content and determine its current quality and relevance. You should refresh old blog posts, etc. if needed. 

  • User Experience (UX) Audit: Assess whether your site is easy and use. You’ll also look at whether users like navigating your site. 

What is a technical audit of a website?

Technical audits are an analysis of your website’s backend. You test aspects that impact how your site performs and functions, including:

  • Site Speed: Page loading times. You need your pages to load quickly for UX and SEO purposes.

  • Mobile Responsiveness: How your website works on different screens. Your site should adapt to mobile and desktop screens. 

  • Crawlability and Indexability: Analyzes whether search engines can access and understand your content. You can use Google Search Console as a starting point here. 

  • Broken Links and Errors: Here, you should identify outdated or broken links and fix them for search engine performance. This can apply to your own website links and third-party sites.

What is a content audit of a website?

During a content review, you’ll look at: 

  • Relevance: Decide whether your content is what your audience is looking for, and that it actually provides value. 

  • Quality: Assess your content’s accuracy (e.g. up-to-date statistics). You should also assess the depth of your information. If needed, update your content. 

  • Performance: Look at traffic, engagement, and conversion statistics. Think about where you can identify room for improvement in underperforming posts for better results.  

  • SEO: Look at whether your content is optimized for search engines. This involves relevant keywords, assessing based on E-E-A-T guidelines, and other practices for visibility.

Who can perform a website audit?

There are typically three website audit methods. These are: 

  • DIY: Use tools like Screaming Frog and Semrush to audit your website on your own. 

  • Agencies: Digital marketing agencies can do website audits if you’re short on time; look for one with specific experience in your field if possible.

  • Freelancers: Some freelancers offer website audit services; check Upwork, LinkedIn, and similar platforms.

Does a website audit improve rankings?

Yes – as long as you fix the issues addressed in your audit. All areas of a website audit will impact SEO; content optimization is more direct, while UX is an indirect factor. Focus on your priority areas first before then fixing the other issues with your site. 

Deep Dive:
Website audits are ongoing processes, and you should constantly monitor and adjust your site where needed.

What are the benefits of a website audit beyond SEO?

Other reasons why you need to perform website audits are:

  • Enhanced User Experience: Website audits should be used to smoothen site navigation; this is essential if you want users to explore other pages. 

  • Increased Conversions: Use website audits to measure whether users are taking the actions you want them to, such as signing up for a newsletter.

  • Site Performance: Use your audit to reduce page loading times and boost functionality; both are non-negotiables for UX.

  • Competitive Advantage: Gather insights on competitors and look where you could gain an advantage.

How long will a website audit take?

This depends on your website’s size and complexity. If you have a smaller website, your audit could take a few days; bigger sites may need weeks. 

Length will also depend on your audit type. Basic audits won’t take as long as those that cover multiple site aspects. 

Experience and resources may also determine the length of your audit. If you’re doing it on your own, it’ll likely take longer; agencies with lots of personnel can complete the process more quickly.

Pro Tip:
Speak to your auditor or agency and set expectations on timeline and deliverables. 

How often should I have a site audit?

Conduct a website audit at least once per year. You should audit more frequently if you’ve recently made big changes (e.g. a rebranding) or you’ve noticed performance challenges arise. 

What should I do after a website audit?

When you receive the audit report, prioritize based on potential site impact. After addressing the most critical issues (e.g. technical backend problems), focus on the other recommendations.

Pro Tip:
Focus on one thing at a time and regularly monitor your website throughout the process.

Conclusion

Website audits are essential for identifying critical technical issues and potentially boosting SERP visibility. Analyze based on your specific goals, and consider whether you want to do the audit yourself or outsource it. 

When you have the information from your audit, focus on the priority areas before then fixing everything else. Throughout, it’s a good idea to understand your timescales; this will depend on your type of audit.

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