SEO Audits

An SEO Audit would be the first step to take if your current rankings suck and your organic search marketing efforts do not get traction. Something could be terribly screwed up.

An SEO audit is paramount to kickstarting a new strategy. It can typically covers a number of analysis ranging from accessibility to crawlability to indexation or even optimization.

Today, search engines require websites to strictly follow their guidelines and recommendations in terms of technical website setup, geo-targetting, accessibility, UX or page speed.

The larger your website becomes the greater the risks become.

Types of SEO Audits

Technical SEO

Content Audit


Links audits by David Carralon

PerformaNce Audits

Performance SEO audits by David Carralon

What do I need an SEO Audit for?

SEO audits have the potential to help you kickstart the right SEO strategy for your business, whatever stage of maturity your business may be at.  

Although you may feel that your website is well optimised an SEO audit could reveal the one critical issue that's holding your website from doing yet better. 

The goal is to help you avoid time and money wasted in useless tactics-based approaches to SEO, and focus on the optimization of tasks that can bring the greatest return for your investment.

What Type of SEO Audit do I need?

Commonly an SEO audit refers to a ‘technical SEO audit’, however an audit can also be related to effective keyword-targetting, content and PR,  relevant backlinks, reputation management or negative SEO, or for small local businesses: local SEO.

Technical SEO audits focus on the technical aspect of your web infrastructure and often pivots to all other types of audits:

  1. - Content Audit:  assesses content quality and relevancy. 
  2. - Link Audit: looks at your external incoming backlinks.
  3. - Performance Audit looks at aligning content with objectives.

Explaining each type of SEO Audit

  • Technical Audit
  • Content Audit
  • Link Audit
  • Performance Audit


A technical SEO audit should highlight issues or problems across your website, as well as advantages and opportunities, without getting deep into user-intent keyword targetting, content or link building. 

This is the list of checkpoints I typically go through when performing a professional technical SEO analysis. 

  • Website Accessibility
  • Website Crawl Health
  • Indexability Issues
  • Cloacked urls
  • Pagination compliance
  • Nofollow vs noindex set up
  • Javascript use & compliance
  • Nofollow vs noindex set up
  • Sitemaps: HTML / XML
  • Robots.txt configuration
  • Website Speed
  • Nofollow vs noindex set up
  • Duplicate Content
  • Thin Content
  • Hidden Content
  • Under/Over-optimisation
  • Hidden Content
  • Image SEO
  • Video SEO
  • Title tags and meta tags
  • Mobile SEO & AMP
  • Local SEO 
  • Social presence and SEO
  • News SEO
  • Canonicalization
  • Site Architecure issues
  • Breadcrumbs
  • Dynamic url formations
  • Internal linking
  • Inbound links 
  • Semantic Mark up
  • Social Mark up
  • International SEO
  • Geo-targetting
  • HREFlang compliance
  • HTTPS, mixed content

Website Architecture

My typical first step throughout a website audit is to understand the information architecture in order to establish the website sections or segments. 

When SEOs refer to site architecture it is important to establish the distinction between information architecture and technical architecture. The latter is about the concepts laid out above and fall under the scope of an SEO technical audit. 

Information architecture however is more about effectively organising, labelling and making the content usable and findable. These are rather scoped within the content audit. 

Endorsements & Qualifications

I understand that when it comes to outsourcing marketing services there is a need for reassurance.

My early beginnings into digital marketing can be traced back through my check me out on Linkedin profile, and I can provide references dating back to my MSc studies in Computer Science. I began getting involved with the Internet as a web designer and developer first and moved into my first technical marketing role in 2003.

Find more information about my career, endorsements and recommendations from clients and other marketing professionals in Linkedin.

Google Analytics Certified Professional badge
Link Research Tools certified Professional badge, David Carralon

Request your SEO Audit from €995

My proposed SEO audit packages start with the 'Essential' audit which looks at your website purely from a technical SEO angle. Only this audit on its own is comprehensive enough to provide a significant amount of value for your business. 

From there you may decide to have your website content and backlink portfolio audited too, and finally if you are looking to get insights about your competitors and why they may be ranking higher than you on the search engine results, I advise you request the full-blown audit. You will then a masterpiece of unparallel market intelligence information and actionable recommendations that give you will a competitive edge, if implemented. 

If you feel you don't fit in with the model below, eg: larger site, then a custom-built proposal and quote may be better for you. Feel free to send me a message outlining the specifics of your project. 

essential audit

Up to 5,000 indexed urls


  • 36 checkpoints
  • 1 hour consultation
Full-blown audit

Up to 5,000 indexed urls


  • All audit checks in ‘Complete’ plus: 
  • Deeper analysis on site structure 
  • SERP and competitor analysis
  • 2 hours consultation



My website boasts more than 5K/ 50K/ 500K/ 1million urls, can you still run an SEO audit for me?


What SEO tools do you use to perform SEO audits? 


Are you able to run all four types of audits highlighted above and send me a report with recommendations based on those four areas? 


Why are you packing all different insights into a single SEO audit ?

Tools I use for SEO Auditing today

The main SEO tools I use to crawl websites and perform analysis or forensic assessment for the basic SEO audit package are mainly desktop-based crawling tools. I find it it sufficient when dealing with small and even medium-sized websites: 

  • ScreamingFrog, it's a must
  • Sitebulb, for better visualisations and validations
  • SEMrush crawler does present the https issues nicely
  • Ahrefs to ascertain traffic strength and backlink health
  • Siteliner for duplicate content 
  • SEMrush crawler does present the https issues nicely
  • Website Auditor by SEO Powersuite
  • Google Page Speed and GTMetrix
  • Google Search Console and Google Analytics
  •  Google Lighthouse
  •  A range of Chrome extensions for page markup, snippet validation, seo analysis, LRT toolset, GTM, etc

For websites going beyond 20,000 urls I prefer to use more robust, cloud-based crawling tools. I have used Botify extensively in the past.

Today I use a combination of Oncrawl, Safecont and LinkresearchTools at the Core. Though there are many times when I still run Sitebulb in parallel on a separate machine and without executing javascript. It takes a bunch of hours but I like the way it clearly presents and illustrates data.

  • Oncrawl, to crawl large sites conduct more thorough analysis of the data 
  • Safecont, for large-scale duplicate content identification
  • LinkResearchTools, the one and only tool to identify penalty risk
  • KW finder, to perform adhoc keyword research or targetting

Like this page? Feel free to Share it

How would my SEO Audit will be delivered?

SEO audits should always be actionable. The main report should have a recommendations section following each of the areas being audited. This recommendation section should be easy enough to follow if the client was going to read just that.

In addition, I always provide a Google sheet outlining the full list of recommendations sorted by priority. This will save you time in internal discussions as to what should be prioritised first.  

I will hand you a very comprehensive SEO report that will pack a minimum of 25 sections for the 'Essential' SEO Audit. 

The SEO report will also include information about patents, algorithm updates, references as well as quotes from Googlers or top SEO industry leaders. So the report itself will be both informative and educational. 

Not Budget to commission a Professional SEO Audit?

If you have a website that needs attention for you do not have budget to commission an SEO audit, I may be able to offer you a discount, if your startup or even with a free audit if your company qualifies as a Charity. If you run a commercial business I can only suggest you come forward with your budget and I will do my best to propose a solution based on that. 

The alternative to outsourcing an SEO audit is to try and follow industry advice and audit checklists to perform the analysis by yourself. You may want to read some of my articles on technical SEO. 

Related Articles

Insert Content Template or Symbol
Select Columns Layout
Insert Image
ut elit. fringilla porta. velit, id tristique Donec