How Do You Know It’s Good? The Tools And Benchmarks That Go Into A Comprehensive SEO Audit

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When it comes to optimizing your website for search engines, a comprehensive SEO audit is a crucial step. It helps you evaluate your website’s performance, identify areas for improvement, and implement effective strategies to boost your organic rankings. 

We’ll walk you through the essential tools and benchmarks that go into a comprehensive SEO audit. Don’t worry if some of these terms sound unfamiliar. We’ll explain them in simple, layman’s terms.

On-Page SEO


Source: Itventures

On-page SEO refers to the optimization techniques and practices that are implemented directly on your website to improve its visibility and ranking in search engine results pages (SERPs). 

It involves optimizing various elements and aspects of your web pages to make them more relevant and appealing to both search engines and users. Here are some critical aspects of on-page SEO:

Meta Tags

Meta tags are snippets of code that provide information about your web page to search engines. Ensure your meta titles and descriptions accurately describe your content and incorporate relevant keywords. 

For example, if you have a blog post about “Delicious Vegan Recipes,” your meta title could be “Discover Mouthwatering Vegan Recipes for Every Occasion.

Header Tags

Header tags, such as H1, H2, etc., help structure your content and make it more readable for both users and search engines. Use them to organize headings and subheadings on your web pages. 

For instance, if you’re writing a guide on “Essential Gardening Tips,” your main heading could be an H1 tag, and the subtopics could be H2 tags.

URL Structure

Optimize your URLs to be descriptive and keyword-rich. Instead of using generic URLs like “,” make them more specific and informative. For example, a URL like “” provides both users and search engines with a clear idea of what the page is about.

Content Quality

Creating unique, relevant, and engaging content is vital for both search engine visibility and user satisfaction. 

Craft articles, blog posts, and product descriptions that offer value and meet the needs of your target audience. Avoid duplicate content and provide a fresh perspective or unique insights to stand out.

Keyword Usage

Research and incorporate relevant keywords naturally into your content. Use tools like Google Keyword Planner or SEMrush to identify keywords with high search volume and low competition. 

Sprinkle them strategically throughout your content to help search engines understand the context and relevance of your web pages.

Internal Linking

Establish a logical internal linking structure to improve navigation and guide users through your website. Link relevant pages together using anchor text that describes the destination page. This helps search engines discover and crawl your content more effectively.

Tools for On-Page SEO

To assist you in optimizing your on-page elements, consider using these tools:

Yoast SEO: A popular WordPress plugin that provides real-time feedback and suggestions for optimizing your content.

Moz On-Page Grader: Analyzes on-page elements and provides recommendations to improve SEO performance.

Google Search Console: Offers insights into how your website appears in search results and helps identify and fix technical issues.

Technical SEO


Source: Zestard

Technical SEO refers to the optimization of the technical aspects of a website to improve its visibility and performance in search engine rankings. It focuses on ensuring that search engines can crawl, index, and understand your website’s content effectively. 

Technical SEO plays a crucial role in enhancing the user experience and making your site more search engine-friendly. Here are some key components of technical SEO:

Website Speed

Website speed is an essential factor for both user experience and SEO. Slow-loading pages can negatively impact user satisfaction and search engine rankings. 

Optimizing your website’s speed involves various techniques, such as optimizing image sizes, minimizing code, enabling browser caching, and using content delivery networks (CDNs).


With the increasing use of mobile devices, it’s essential to have a website that is responsive and provides a seamless experience across different screen sizes. 

Mobile-friendliness is a ranking factor for search engines, and optimizing your site for mobile users ensures that they can easily navigate, read, and interact with your content.


Search engines use bots, also known as crawlers or spiders, to navigate and understand websites. Ensuring that your site is crawlable means making it easy for search engine bots to access and index your web pages. 

This involves techniques such as creating a clear site structure, using XML sitemaps and optimizing your robots.txt file. More on those later.

XML Sitemap

An XML sitemap is a file that lists all the essential pages on your website and provides additional information about their relationship and priority. 

Submitting an XML sitemap to search engines helps them discover and index your content more efficiently, improving the visibility of your website in search results.


A robots.txt file is a text file that tells search engine crawlers which pages or sections of your site should not be crawled or indexed. It’s used to control search engine access to specific parts of your website that you don’t want to be indexed, such as private areas or duplicate content.

Canonical Tags

Canonical tags are HTML tags that specify the preferred version of a web page when multiple versions with similar content exist. 

Implementing canonical tags helps search engines understand which version to prioritize and can prevent duplicate content issues that might affect your search rankings.

Tools for Technical SEO

To evaluate and enhance your website’s technical aspects, consider using these tools:

Google PageSpeed Insights: Analyzes your website’s speed and provides suggestions for improvement.

Google Mobile-Friendly Test: Checks the mobile-friendliness of your site and offers recommendations for optimization.

Screaming Frog: Crawls your website and provides insights into technical issues like broken links and duplicate content.

Backlinks and Off-Page SEO

Backlinks and Off-Page SEO are crucial elements of search engine optimization that focus on activities outside of your own website to improve its visibility and authority in search engine rankings. Here’s what you need to know about them.


Backlinks are links from other websites that point to your site. They are like votes of confidence or recommendations from other online sources. 

Search engines consider backlinks as an indication of your website’s credibility, popularity, and relevance. High-quality backlinks from authoritative and relevant websites can significantly impact your search engine rankings.

For example, if a reputable coffee blog links to your coffee shop’s website as a recommended place to get quality coffee, it adds credibility to your business and can improve your search visibility.

Link Profile

Your link profile refers to the collection of all the backlinks pointing to your website. It’s crucial to analyze and assess the quality and quantity of these backlinks. 

High-quality backlinks from reputable and relevant websites are more valuable than a large number of low-quality or irrelevant backlinks.

Toxic Links

Toxic links are backlinks from spammy, low-quality, or irrelevant websites. These links can harm your website’s reputation and search engine rankings. It’s essential to identify and disavow toxic links to prevent any negative impact on your SEO efforts.

Social Signals

Social signals refer to the impact of social media engagement and brand mentions on your website’s visibility and search rankings. 

Social media shares, likes, comments, and brand mentions on platforms like Facebook, Twitter, and Instagram can indirectly influence your website’s visibility in search results.

For example, if your coffee shop’s content gets shared and receives engagement on social media, it can generate more visibility and potentially attract more backlinks from other websites.

To enhance your backlink profile and improve off-page SEO, you can use tools like Ahrefs, Moz Link Explorer, SEMrush, and Google Search Console. 

These tools provide insights into your link profile, help identify toxic links, and assist in competitor analysis.

Building high-quality backlinks and establishing a strong off-page SEO presence is an ongoing process. It requires creating valuable content, reaching out to relevant websites for partnerships or guest blogging opportunities, and engaging with your audience on social media. 

By actively managing your backlinks and off-page SEO, you can boost your website’s authority and improve its visibility in search engine rankings.

User Experience (UX)

UX, short for User Experience, refers to the overall experience that a user has when interacting with a website, application, or digital product. It focuses on ensuring that users have a positive, enjoyable, and intuitive experience while navigating and using a digital platform

UX encompasses various elements that contribute to user satisfaction and usability. Here are key aspects of UX.

Website Design

Website design involves the visual appearance, layout, and organization of the elements on a website. It aims to create an aesthetically pleasing and visually appealing interface that aligns with the brand identity and engages users.

Navigation and Site Structure

An intuitive and logical navigation system helps users quickly find the information they are seeking. Clear menus, breadcrumbs, and search functionalities contribute to a smooth and efficient user journey.

For instance, the coffee shop’s website should have a clear menu with sections like “Menu,” “Locations,” and “Contact” to help visitors navigate and find the desired information quickly.

Mobile Experience

Given the widespread use of mobile devices, it is crucial to optimize the user experience for smaller screens. A mobile-friendly website ensures that the content is easily accessible and readable and that interactive elements are user-friendly on mobile devices.

Your website should adapt to different screen sizes, have easy-to-tap buttons, and avoid horizontal scrolling on mobile devices.

Calls-to-Action (CTAs)

CTAs are specific elements or buttons on a website that prompt users to take desired actions, such as making a purchase, signing up for a newsletter, or contacting the business. Well-designed and strategically placed CTAs can guide users and improve conversion rates.

Bounce Rate

The bounce rate is the percentage of visitors who leave a website after viewing only one page. A high bounce rate indicates that users are not finding what they are looking for or are having a negative experience. If your website has a high bounce rate, it may indicate that the landing page is not effectively communicating the unique offerings or that the website’s loading speed is slow.

Analyzing and improving the bounce rate helps to retain visitors and increase engagement.

Tools for User Experience (UX)

To assess and enhance the user experience of your website, consider using these tools:

Google Analytics: Provides valuable insights into user behavior, including bounce rate, time on page, and user flow.

Hotjar: Offers heatmaps, session recordings, and user feedback to understand how users interact with your site.

Crazy Egg: Provides visual reports, heatmaps, and click tracking to analyze user behavior and optimize your site’s design and layout.

Local SEO

Local SEO, also known as Local Search Engine Optimization, is the practice of optimizing a website or online presence to attract more local customers and improve visibility in local search results. It is particularly important for businesses that have a physical location or provide services in specific geographic areas. Here’s everything you need to know about local SEO:

Google My Business

Google My Business (GMB) is a free tool provided by Google that allows businesses to manage their online presence on Google. 

Claiming and optimizing your GMB listing is crucial for local SEO. It helps your business appear in Google Maps and the Local Pack, which is the prominent section of local search results.

For example, when someone searches for “coffee shop near me,” the Local Pack will show a list of coffee shops with their addresses, ratings, and other details.

NAP Consistency

NAP stands for Name, Address, and Phone Number. Consistency in NAP across your website, online directories, and other platforms is essential for local SEO. It helps search engines verify the legitimacy and accuracy of your business information.

If your coffee shop’s name is “Sunny Beans Coffee” and your address is “123 Main Street, Anytown,” ensure that this information is consistent across your website, GMB listing, social media profiles, and online directories.

Local Citations

Local citations are online mentions of your business’s NAP information on other websites, directories, and platforms. Building consistent citations on relevant local directories can improve your business’s visibility in local search results.

You can list your business or website on platforms like Yelp, TripAdvisor, or Yellow Pages to provide additional exposure and increase your chances of appearing in local search results.

Reviews and Ratings

Online reviews and ratings play a significant role in local SEO. Positive reviews not only influence potential customers but also contribute to your business’s credibility and reputation in the eyes of search engines. 

Encouraging and managing customer reviews on platforms like GMB, Yelp, and Facebook is crucial for local SEO success.

It goes without saying that a high number of positive reviews and a high average rating are more likely to attract local customers and rank higher in local search results. Definitely include this in your checklist when doing a comprehensive SEO audit.

Localized Content

Creating location-specific content is beneficial for local SEO. Tailor your website’s content to include relevant keywords, phrases, and information related to your local area. This helps search engines understand the geographical relevance of your business.

For example, a coffee shop in Seattle might create blog posts about “Best Coffee Shops in Seattle” or “Exploring Seattle’s Coffee Culture” to attract local customers and improve local search visibility.

Tools like Moz Local, Whitespark, and Google My Business Insights can assist in managing and optimizing local SEO efforts by providing insights, monitoring citations, and tracking performance.

By implementing effective local SEO strategies, businesses can improve their visibility in local search results, attract more local customers, and drive foot traffic to their physical locations. It involves optimizing your Google My Business listing, maintaining NAP consistency, building local citations, managing reviews, and creating location-specific content.

Tools for Local SEO

To optimize your local SEO efforts, consider using these tools:

Moz Local: Helps you manage and monitor your business listings across various directories.

Whitespark: Assists in finding citation opportunities and tracking your local search performance.

Google My Business Insights: Provides data and insights about your Google My Business listing’s performance.

Final Thoughts on Comprehensive SEO Audit

A comprehensive SEO audit is a powerful tool for improving your website’s performance in search engine rankings. 

By focusing on on-page SEO, technical aspects, backlinks, user experience, local SEO, and continuous monitoring, you can stay ahead of the competition and attract more organic traffic. 

Remember, SEO is an ongoing process, so make regular audits and optimizations part of your digital marketing strategy to ensure long-term success.

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Written by Robb Fahrion

Robb Fahrion is a Co-Founder and Partner of Flying V Group. Robb has helped over 350+ companies build their businesses online and is responsible for building Flying V Group into one of the premier marketing agencies in the United States. Robb and his team have managed over $10M in marketing budget and continue to accelerate the growth of clients' businesses. A love for business and competition is what fuels Robb to create dynamic marketing plans to help his clients grow exponentially.

August 4, 2023



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