How to Conduct a Basic SEO Audit (Tools Included)

How to Do a Basic SEO Audit for Your Business Website

Having a website is important for any business. But how can you make sure it is optimized for search engines? The answer lies in conducting a basic SEO audit. An SEO audit finds problems like broken links, slow loading speeds, and unoptimized keywords. It also gives clear steps to improve your website’s performance.

This guide will help you learn the basics. After reading, you will be able to do a simple SEO audit using free tools. These tools include Google Search Console and Screaming Frog. Bookmark this guide for future reference—your website will thank you.

Why is an SEO Audit Essential For your E-commerce store?

A regular SEO audit ensures your online store is:

• Google-friendly: Audit and improve ranking elements like meta tags and site speed.
• User-focused: Deliver a better experience by addressing broken links, slow pages, and mobile-friendliness.
• Competitively strong: Stay ahead of competitors by continuously optimizing your site for search engines.

The audit provides key insights, leading to improved search rankings, a seamless user experience, and increased conversions.

Dive into this step-by-step guide to optimize your website’s technical health, on-page elements, keyword strategy, and more.

---

Step 1: Analyze Your E-commerce Website’s Technical Health

1.1 Check for HTTPS and Security

The “S” in HTTPS means your site is secure. Not only does an HTTPS website build trust with users, but Google also prioritizes secure sites in search rankings.

• How to Check:

Look for the padlock icon in the browser bar or visit your site and ensure the URL starts with `https://`.

• Fix It:

If your website isn’t secure, install an SSL certificate from your hosting provider. Many hosting companies offer free SSL through services like Let’s Encrypt.

1.2 Scan for Broken Links

Broken links harm user experience and signal to Google that your site may be outdated.

• Tool:

Screaming Frog can crawl your website and identify broken links.

• Steps:

1. Download and install Screaming Frog.
2. Enter your website’s URL and start a crawl.
3. Go to the “Response Codes” tab and filter by 404 errors to find broken links.

• Fix It:

Replace broken links with updated URLs or set up 301 redirects to guide users to relevant pages.

1.3 Test Your Website’s Speed

Page speed directly impacts your SEO rankings, especially with Google’s emphasis on Core Web Vitals.

• Tool:

Use Google PageSpeed Insights for a free performance analysis.

• Fix It:

Improve page speed using these steps:

• Compress images using tools like TinyPNG.
• Enable browser caching.
• Use a Content Delivery Network (CDN), such as Cloudflare.

Pro Tip: Aim for a loading time of under 3 seconds for an optimal user experience.

---

Step 2: Optimize On-Page SEO Elements

2.1 Review Title Tags and SEO Meta Descriptions

Titles and meta descriptions play a key role in helping users and search engines understand the content of your page.

• How to Review:

Screaming Frog can highlight missing, duplicate, or excessively long title tags and meta descriptions.

• Best Practices:
• Title tags should be 50-60 characters and include keywords naturally.
• Meta descriptions should be 150-160 characters and entice clicks.

2.2 Ensure Header Tags Are Structured Correctly

Proper header tag hierarchy (H1, H2, H3, etc.) improves readability and SEO.

• How to Review:

Screaming Frog shows header tag data under its “H1” and “H2” tabs.

• Best Practices:
• Use one H1 tag per page.
• Structure subheadings (H2, H3) logically to enhance the content flow.

2.3 Image Optimization

Unoptimized images can slow down your website and hurt your SEO.

• Tips:
• Add alt text to describe images for better accessibility and SEO.
• Compress large images using tools like TinyPNG.
• Use descriptive filenames, e.g., `edmonton-coffee-shop.jpg` instead of `image1234.jpg`.

---

Step 3: Check Your SEO Keyword Strategy

3.1 Identify Your Websites Current Rankings

Use Google Search Console to track which keywords your pages rank for and see how many clicks they receive.

3.2 Evaluate Content Relevance

Go through popular pages on your site and ask:

• Does this content fully address user intent?
• Could adding examples, FAQs, or visuals make it more engaging?

3.3 Research Additional Local Keywords

Capture untapped opportunities by focusing on long-tail keywords that are easier to rank for, like “Edmonton coffee roasters.”

• Tool:

Use Google Keyword Planner to find high-volume, low-competition keywords to target.

Pro Tip: Prioritize locally relevant keywords like “SEO services Edmonton” to attract localized traffic.

---

Step 4: Evaluate Your Backlink Profile

Backlinks from reputable websites build authority for your site.

• Tool:

Use Ahrefs’ free backlink checker to review who links to your website.

• How to Improve:
• Disavow toxic backlinks using Google Search Console.
• Reach out to local Edmonton blogs and businesses for collaboration opportunities.

---

Step 5: Monitor Mobile-Friendliness

With Google’s mobile-first indexing, your site must work flawlessly on mobile devices.

• Tool:

Use Google’s Mobile-Friendly Test to identify issues.

• Fix It:

Use responsive design techniques to ensure your site works on all screen sizes. Minimize large images and avoid intrusive pop-ups that can frustrate users.

---

Step 6: Review Website Architecture

A well-organized site ensures easier navigation for users and search engines.

• Tool:

Generate a sitemap with Screaming Frog and analyze URL depth or structure.

• Best Practices:
• Minimize orphan pages (pages with no internal links).
• Create a logical structure for internal links to guide users seamlessly through your site.

---

Take the First Step Towards SEO Success

An SEO audit is an essential process for improving your website’s search engine visibility. By following these six steps and leveraging free tools like Screaming Frog and Google Search Console, you’ll uncover errors, optimize your content, and deliver better experiences to your users.

Need professional help with SEO? Check out our Edmonton-based SEO services to take your site to the next level. Contact us today for a consultation.