How to conduct an SEO audit yourself

Optimizing your website for search engines is crucial to achieving higher positions in search results. An SEO audit is necessary for this. Importantly, thanks to SEO you can understand why one website appears in the search results for many different phrases, while another, similar website remains in the shadows of the Internet.

Effective website optimization is much more than just increasing the number of organic visits. This also leads to better reaching users who are genuinely interested in your business. “Good SEO” also improves the effectiveness of advertising campaigns in Google Ads and builds trust among visitors. Pages that achieve high positions in search results are not only clicked more often, but also perceived by Internet users as more credible and worth attention.

How can you check if your website is properly optimized for search engines? You will find the answer to this below.  

SEO audit – where to start?

Performing a proper and thorough SEO audit is not an easy task.
Often the best thing you can do is to commission an audit of your website to an external company that not only has the appropriate skills, but also access to specialized tools. However, there are activities that you can do on your own that have a significant impact on the visibility of your website.

Analysis of keywords that your website is displayed for

It is worth starting an SEO audit of your website by analyzing the website content in terms of keywords. For this purpose, it is worth using the Google Search Console (GSC) tool, which provides information about the keywords to which your website is exposed in search results, and you will also receive information about the quality of your website and possible errors related to indexing.

seo audit, keywordsIt is also worth using content analysis tools, such as the Keyword Planner. The Keyword Planner, available in Google Ads tools, allows you to analyze the content of the page and gives suggestions for keywords that may be important for your website. Thanks to this tool, you can precisely match the content on your website to keywords, which will contribute to effective optimization and increase visibility in search results.  

Website content analysis

After checking what keywords you are visible for and assuming that you know which ones you want to be displayed for, it's time to check the so-called "content". Why is it so important? Content is an essential element that influences your visibility in search results. Check whether each subpage contains appropriate keywords, analyze the content in terms of quality, usefulness and compliance with visitors' expectations. The content on the website should not only be substantive and valuable for users, but also properly optimized for the mentioned keywords and legible (appropriate font size, headings, subpoints, photos, etc.).

Technical SEO

The goal of SEO is not only to ensure that the website displays for appropriate phrases entered in the search engine. It is equally important that the website is of good quality and provides users with a positive experience. Therefore, when thinking about website positioning, we cannot neglect the technical requirements. A free tool provided by Google will be helpful in the technical audit: Page Speed ​​(PS). PS will show you the speed at which the page loads and identify areas that are slowing down the page and need to be improved. Additionally, it is worth checking elements such as:

technical SEO, meta descriptions, linking, website responsivenessURL structure and readability

Make sure the URLs on your website are logical and readable. This helps both users and facilitates navigation for Googlebot (Google's robot) that scans web pages.  

Arrangement of headings on the page

The hierarchical and logical use of headings (H1, H2, H3, etc.) helps to understand the structure of the content on the page. This is important for both users and search engines.  

When verifying the structure of headings, it is worth checking their content - whether they contain keywords. Certainly, the appearance of keywords in the headings will have a positive impact on the indexation of the website by search engines. Moreover, it will increase its chances of achieving better positions in search results.

Canonical Tags

If your website has similar content on different subpages, you should take a closer look at it. Google may have difficulty determining which of the similar subpages should be displayed in the search results for a given phrase. This, in turn, may lead to a decline in the number of views on your website. The solution to this problem is to use appropriate canonical tags.

Canonical tags allow search engines to determine which version of content takes precedence and is treated as original. Both visibility in search results and avoiding misleading users with duplicate content on your site are important. By using canonical tags, you can effectively manage duplicate content on your website and improve its quality.

Website responsiveness

If your website is not yet fully adapted to mobile devices, this is worth taking into account. In today's world where the use of mobile devices is so common, ensuring website responsiveness is becoming a necessity. Adapting your website to different screen sizes also contributes to a better user experience. This may translate into an increase in conversions and also have a positive impact on the website's rating by Google robots.

Read also: Is your website prepared to effectively acquire customers?


Taking care of internal and external links is essential

another element of technical SEO that can significantly affect the quality and visibility of your website in search results. There are two main types of links:

  • Internal links: These are links to other pages on your website. Correct use of internal links can significantly improve the usability of the website and its position in search results. Well-optimized internal links should be logical, hierarchical and help users navigate the website. Internal links also help search engine bots understand the structure of your site and index its content.
  • Outbound links: are links leading from your website to other websites. It is worth taking care of the quality and relevance of these links, because they influence the perception of your website by search engines. Avoid excessive use of outbound links to low-quality or unrelated pages.

    internal linking, outbound links, seo audit

Meta descriptions, meta titles 

Another element important for SEO are meta descriptions and meta titles. These are short descriptions included in the website code that appear in search results. Meta descriptions are often the first contact a user has with your website in search results. Carefully written and properly optimized, they can help to increase the click-through rate of your results in the search engine.

Optimized meta descriptions attract attention and are clear, and contain important keywords. They are a great opportunity to convince potential visitors that your website has exactly what they are looking for.  

Read also: Positioning in SEM campaigns – what is it and what effects does it give?

Completion – SEO audit

The above points do not exhaust all the activities that should be undertaken to perform a full audit. Nevertheless, it is a good start to seriously focus on SEO optimization of your website. It's also important to understand that website optimization is a continuous process. This is not a one-time activity, but a long-term commitment. Continue to monitor and improve your website, adapting it to changing trends and user expectations.