How to Perform SEO Site Audit For an Existing Site?

SEO site auditAs an SEO Analyst, you need to perform the SEO site audit as the first step whenever you start the new project. This helps in understanding the project and plan the further course of action require to optimize the site and increase the organic traffic and rankings.

In this post, check out on how to perform SEO site audit for an existing site.

Step 1- Crawling & Indexing

Crawling is the process of accessing the site by bots and indexing is the addition of web pages in search engine result pages.

In order to check the crawling, add screaming frog tool and enter the website URL. Here you will able to see the blocked pages and crawled pages as shown in the below snapshot.


Robots.txt is the file in which command is given to block or crawl certain page of the site.

In general, it is as follows but create a robots.txt file according to your industry and requirement to block certain pages.

User-agent: *
Disallow: /wp-admin/

Indexing can be checked by utilizing “site” operator in the search engines as shown in the below snapshot.


Step 2- Check SEO factors

Analyze important SEO factors to maximize your SEO efforts and rank higher in search engine result pages. There are two types of SEO factors

  1. On Page SEO
  2. Off Page SEO

Here is the infographic for SEO factors.

SEO Factors

This will help to drive huge organic traffic. For more details on analyzing a site and SEO audit checklist, you must check following-

A Step By Step Website SEO Analysis Process

25 Points SEO Audit Checklist With Free Tools

Step 3- Fix Penalties

It is important to fix the penalties to rank higher in the SERPs. If your site is penalized then it will not rank in the search engine result pages or lower down in the organic rankings. There are many Google Algorithms responsible for penalizing the site- Panda, Penguin, Humming Bird, Pigeon, Possum.
Panda penalizes for copied content. So check your site in Copyscape or plagiarism tool to identify and fix duplicate content.

Penguin penalizes for link spamming. So check the existing links and fix them if they are showing high spam scores. You can disavow the affected links in Google Search Console or webmasters.

For more details, check this article.

Google Algorithm Updates- How to remove Google Penalty?

Step 4- Competitor Analysis

It is crucial to analyze the competitors and their strategies including blog, keywords, link building. By knowing what content your competitor is targeting, you can also prepare a unique content on the same topic. Competitor keywords help in targeting the target keywords and optimizing it to outperform them for that keyword. The best tool for competitor analysis is SEMrush. It will provide you the details of competitors, their keywords, common keywords and backlinks.

So test your site now!


 Step 5- Traffic Analysis

Add Google Analytics code to the site and analyze the traffic for all the channels including- Social, referral, search, email, paid.

First of all, note all the traffic from all the channels especially search and referral. This will help you to show the improvement and compare from the initial traffic in the report.

Connect Google Search Console and Analytics and for analyzing follow these steps.

1. Go to Google Analytics Dashboard.

2. Click Acquisition section and follow the path as follows Acquisition>Search Console>Landing pages. You will able to see the below snapshot.

Landing page Report

For more details on increasing organic search traffic, check How to increase organic search Traffic?

3. Monitor the keyword rankings regularly to optimize the page and maintain or increase the rankings.


I hope by following these five important steps, you will able to perform the SEO site audit for your project and improve the performance right from the first month.

Over to You!

Share your comments below on how you improved the site performance by auditing the site.

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Freelance Blogger, Certified Content Marketer, Certified Digital Marketer and Solopreneur of Rank Digitally, a site based on Digital Marketing Tips & Techniques.

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2 comments on “How to Perform SEO Site Audit For an Existing Site?

Arun Kumar

thanks for sharing this article its very helpful for seo professional.


you are giving the best information by your site. i read your blog regularly. thanks for sharing valuable information. Keep it up.


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