A comprehensive guide to running website audits
Is your website not living up to its full potential? Are you scratching your head, wondering why your traffic is stagnant, your bounce rate is skyrocketing or your conversions are dismal? Don’t panic! We’ve all been there. There’s a process for figuring out where things have gone awry — the online site audit. Think of it as an annual physical check-up for your website, ensuring potential problems are caught before they become major headaches (or lost profits!).
A website audit dives deep into the nitty-gritty, uncovering hidden issues that could sabotage your success. We’re talking about sneaky technical glitches, SEO hiccups and user experience roadblocks that can send potential customers running to your competitors. It’s a simple equation: Better website = more traffic, leads and sales.
At Online Marketing Gurus, we consider site audits non-negotiable for any business serious about online growth. After all, wouldn’t you rather be proactive about your website’s health than scrambling to fix problems after they’ve already cost you money?
The Guru’s site audit checklist — essentials for a healthy website
A comprehensive audit evaluates your website’s performance across various dimensions, from technical SEO to user experience, to identify issues hindering online visibility and success. Let’s get to work!

Site Audit Seoquake
1. Technical tune-ups
- Page speed — In the digital age, patience is a virtue in short supply. If your website takes too long to load, visitors will bounce in a heartbeat. Use tools like Google PageSpeed Insights or GTmetrix to check your site’s speed and pinpoint areas for improvement.
- Mobile responsiveness — A mobile-first and mobile friendly website design and development ensures your site looks sharp and functions flawlessly on all screen sizes. Google’s Mobile-Friendly website Test is a handy tool to check if your site passes muster.
- Broken links & 404 errors — These digital dead-ends are not only frustrating for users but can also hurt your SEO efforts. Regularly crawl your site using tools like Screaming Frog or Broken Link Checker to identify and fix broken links.
- Crawlability and indexability — If search engines can’t crawl and index your site, you’re basically selling a product no one can find. Make sure your site’s robots.txt file isn’t blocking important pages, and your XML sitemap is up-to-date and submitted to search engines.
- Title tags and meta descriptions — Examine whether your title tags accurately summarise each page’s content, incorporate relevant keywords naturally and adhere to character limits. Likewise, assess if your meta descriptions are compelling enough to entice users to click through to your site.
- Header tags (H1, H2, etc.) — Header tags create a hierarchical structure for your content, making it easier for users and search engines to navigate and understand. Verify that each page has a unique H1 tag that succinctly describes the main topic, and use H2, H3 and subsequent tags to break down your content into logical sections.
- Keywords — Review your keyword research to see if you’re targeting the terms and phrases your audience is actually searching for. Assess whether your content naturally integrates these keywords without overstuffing, which can negatively impact your rankings.
- Content quality — Evaluate whether your content is informative, up-to-date, engaging and free of grammatical errors. Fresh content keeps visitors on your site longer and signals to search engines that your site is active and relevant.
- Internal linking — Scrutinise your internal linking structure to ensure it’s logical, intuitive and facilitates the discovery of related content. Well-placed internal links enhance user engagement and boost your site’s SEO performance.
3. Off-page elements
- Backlinks — When reputable sites link to yours, it tells Google that your content is valuable and trustworthy. Analyse your backlink profile to identify the quality and quantity of backlinks pointing to your site. Look for any toxic or spammy backlinks that could be harming your rankings and take steps to disavow them.
- Social signals — Assess your website’s social media presence and engagement across various platforms. Are your social media profiles active and up-to-date? Are your posts generating likes, shares and comments? Positive social signals can improve search engine rankings and increase brand awareness.

Online Site Audit Tools
4. User experience
- Navigation — Is your website’s navigation intuitive and easy to follow? Can users effortlessly find the information they’re looking for? Analyse your menu structure, internal links and overall navigation flow to ensure a seamless browsing experience.
- Site structure — A well-structured website is like an expertly-organised library — everything has its place, and it’s easy to find what you need. Assess your site’s hierarchy, categories and overall organisation to ensure it makes sense to users and helps them quickly locate relevant information.
- Calls to action (CTAs) — Your calls to action / CTAs are the guiding lights that lead users towards desired actions, like subscribing to your newsletter, requesting a quote or making a purchase. Evaluate their placement, visibility and wording so that they’re clear, compelling and strategically positioned throughout your site.
- Overall user-friendliness — Put on your detective hat and scrutinise every aspect of your website through a user’s eyes. Is the font size legible? Are the colours visually appealing? Does the site load quickly and function smoothly?
Streamline your site audit through powerful tools
We’ve outlined the essential elements to check during a site audit, but let’s face it, manually combing through every nook and cranny of your website can be a tedious task.
Claim your free digital site audit

Best SEO Audit Tools
Luckily, some tools can simplify this process. We’ll give you a step-by-step guide using Semrush because that is what we use at OMG. However, many other tools, such as Screaming Frog, Google Search Console and Ahrefs, are just as powerful.
How to generate a site audit report through Semrush
- Log in to Semrush — If you don’t have an account, sign up for a free trial to get started.
- Create a new project — Enter your website’s URL and give your project a name.
- Set up your site audit — Customise the audit settings to match your needs. You can choose which pages to crawl, how often to run the audit and which issues to prioritise.
- Let Semrush do its thing — Sit back and relax while Semrush crawls your site and analyses the data.
- Review your report — Once the audit is complete, you’ll receive a comprehensive PDF detailing all the issues found on your site. You can now examine this report or send it along with recommendations to a decision-maker in your organisation.
The Semrush site audit statistics page
This report page provides a comprehensive snapshot of your website’s health, highlighting key areas that may require attention. Let’s break down the elements found here:
- Markup — This indicates the percentage of pages on your site that contain structured data markup, which helps search engines understand your content better and can lead to enhanced search results with rich snippets.
- Crawl depth — This shows the distribution of pages based on the number of clicks required to reach them from your homepage. A balanced crawl depth indicates a well-structured site.
- HTTP status code — Ideally, this should be at 0%, meaning there are no broken links or pages with error codes.
- Canonicalisation — This refers to the percentage of pages with canonical tags, which prevent duplicate content issues by specifying the preferred version of a page. If a significant number of your pages lack these tags, there’s a risk of search engines indexing multiple versions of the same content — potentially harming your SEO efforts.
- AMP links — If your site uses Accelerated Mobile Pages (AMP), this metric shows the percentage of your total pages that are AMP pages, as well as the percentage of those that have errors. AMP is a Google-backed project designed to create faster-loading pages for mobile users. If you have such pages, monitor this section to ensure they are error-free, as AMP errors can negatively impact your mobile search rankings.
- Sitemap vs. crawled pages — This compares the number of pages found in your XML sitemap (which tells search engines what pages to index) with the number of pages actually crawled by Semrush. Ideally, these numbers should match closely, indicating that all the pages you want indexed are accessible to Google. A discrepancy could mean your sitemap needs updating or some pages are blocked from crawling.
- Incoming internal links — This metric reveals the distribution of internal links across your website’s pages. A balanced distribution, where most pages have a moderate number of internal links, is generally preferable for optimal site structure and navigation.
- Hreflang usage — If your site targets multiple languages, this metric shows the percentage of pages using the hreflang tag correctly. This tag tells search engines which language a page is in and which geographic region it targets. Implementing hreflang tags properly is crucial to avoid duplicate content issues and ensure the correct version is shown to the right audience.
It should go without saying that the Semrush Site Audit function is just one piece of the puzzle. While it’s a powerful tool for identifying technical issues, don’t forget to complement it with a thorough manual review of your website.
Get a FREE website audit valued at $4000
Congratulations! You’ve successfully navigated the ins and outs of a site audit. You’re now armed with the knowledge to transform your site into a high-performing, lead-generating machine. But remember, just like your car needs regular tune-ups, your website requires ongoing optimisation to stay ahead.

Claim your free OMG digital site audit
If you’re feeling overwhelmed or unsure where to start with interpreting (let alone implementing) your audit findings, don’t worry! Our online digital marketing team of experts at Online Marketing Gurus is here to help. We offer a FREE comprehensive site audit (valued at $4,000) with no strings attached. Our expert SEO agency gurus will analyse your website from top to bottom, identify areas for improvement and provide actionable recommendations. We combine data-driven insights with a human touch to ensure your website is firing on all cylinders.
Contact us today, and we’ll put our 10+ years of experience and award-winning expertise to work for you. If, after the free session, you decide not to work with us, it’s all good. We promise not to spam you with pushy sales tactics. We’re all about providing value and helping your business succeed.