The digital age has revolutionized the way companies advertise and interact with customers. Surely you know that in this dynamic environment, search engine optimization is no longer just a “nice-to-have”, but an essential tool for success.

But how can you ensure that your SEO strategies are really effective? Or whether there are undiscovered problems on your website? This is exactly where the SEO audit comes into play.

What is an SEO audit?

An SEO audit is basically a thorough review of your website and its search engine performance. It reveals strengths, but above all shows areas that can be improved.

Think of it like a health check for your website. Over the years, SEO practices have changed significantly, which is why regular audits are essential to keep up with current best practices.

Why an SEO audit is essential for your digital success

Your website is your digital business card. If it does not function optimally or is not found by search engines, you will miss out on potential customers. A regular SEO check differs from an audit in that it is more superficial.

An SEO audit, on the other hand, is in-depth and analyzes every detail of your website to ensure that it is set up in the best possible way. In addition to the errors that can be found on your website, you will also receive referral actions and untapped opportunities via organic search.

SEO Audit digitaler Erfolg

The business benefits of an SEO audit

  1. Efficient use of resources: Every euro and every working hour in your company should be used optimally. This also means that ineffective SEO measures that do not deliver results must be quickly identified and corrected. An SEO audit uncovers precisely these weak points and ensures that your budget is not wasted on unnecessary measures. The solution? Clear recommendations for action to help you save resources and get the most out of your SEO strategy.
  2. Increase in sales: The direct line between SEO and sales is undeniable. Greater visibility in search engines leads to more clicks and potential customers. An SEO audit shows which potential you are not yet exploiting and which measures can have the greatest impact on your sales.
  3. Measuring ROI: In your role, you must constantly keep an eye on the return on investment (ROI). An SEO audit provides you with concrete data on how your SEO efforts are paying off and gives you the tools to precisely measure the success of future measures.
  4. Risk minimization: The risk of being penalized by search engines hangs like the sword of Damocles over every company. The problem? You often notice such risks too late. With an SEO audit, you can identify potential risks at an early stage and take proactive action before there are any noticeable negative effects.
  5. Long-term strategy: Short-term success is nice, but sustainable success is what counts. An SEO audit lays the foundation for a successful long-term SEO strategy that grows and adapts with the changes in online marketing.
  6. Competitive advantage: In a market where your competitors are just a click away, your search engine ranking can give you the edge. With an SEO audit, you can recognize where you stand in comparison to the competition and how you can effectively stand out.

What is included in a comprehensive SEO audit?

During an SEO audit, various aspects are taken into account to create a fully comprehensive picture of your website’s search engine performance.

The following aspects are included in the audit:

Technical SEO

The technical foundation of your website has a major influence on how search engines rate it.

This involves aspects such as loading times, crawling, user-friendliness on mobile devices and indexing. A slow website or crawling problems can significantly affect your visibility in organic search.

On-page SEO

This is about how your website is structured. Are headings set correctly? Are meta tags and keywords optimized to generate and convert traffic?

The user experience of your website is also taken into account here. Is it easy to navigate or is it difficult to find your way around? All of these factors also play an important role in the visibility of your website in organic search.

Off-page SEO

External factors can significantly influence the visibility of your website. Are all the links pointing to your site of good quality? Do you demonstrate your expertise and experience away from your own website?

These aspects are important to show search engines that you and your website are relevant and helpful for corresponding search queries. Because only then will you be listed as high up as possible in the search results.


Another important point that should be highlighted in an SEO audit is the quality of your texts and content. Do they meet the standards? Are your texts well-structured, helpful and offer added value?

There is also the extent to which your content encourages visitors to your website to convert. This is because engaging, unique and attractive content can lead to an improved conversion rate, whether it’s a purchase, a newsletter sign-up or filling out a contact form.

Because at the end of the day, these are the actions that will help your company the most.

Step-by-step: The process behind a successful SEO audit

An effective SEO audit is more than just a quick check of your website. It is an in-depth analysis that shows how well your website is optimized from a search engine perspective.

The process requires specialist knowledge, the right tools and a methodical approach.

1. the right tools

There are numerous tools that are useful for an SEO audit. Here are some of the most important ones:

  • Technical check: Tools such as Screamingfrog or Google Search Console can help you find technical errors that could affect your website’s performance.
  • Keyword analysis: Tools such as Semrush or Ahrefs can show which keywords your website already ranks for and where there is still potential.
  • Backlink analysis: Tools such as Majestic or the aforementioned Ahrefs are ideal for checking the quality and quantity of links pointing to your website.

2. systematic approach

A methodical approach is essential to ensure that all aspects of your website are checked:

  • Technical analysis: Checking the website speed, mobile optimization, crawling errors, and the structure of the URL.
  • On-page analysis: This involves analyzing the content, the use of keywords, meta tags and the internal linking structure.
  • Off-page analysis: Examination of the backlink profile and the authority of your website in comparison to your competitors.

3. time expenditure

A thorough SEO audit can take anywhere from a few hours to several days, depending on the size and complexity of the website. This may seem time-consuming at first, but think of the long-term benefits:

A solid audit can be the basis for significant improvements in ranking, increased visibility and ultimately more sales.

What happens after the SEO audit: interpretation and recommendations for action

An SEO audit lays the foundation for
successful search engine optimization
. But the real work only begins after the audit has been completed. This is because the collected data and findings must not only be understood, but also translated into targeted measures.

It is rarely the case that all identified problems and opportunities can be tackled at the same time. It is therefore crucial to set priorities.

Urgent technical problems, such as a large number of broken links or long loading times, should usually be fixed first, as they directly affect the user experience and ranking.

Once technical problems have been addressed, the focus should be placed on measures that promise the greatest ROI. This could be, for example, optimizing landing pages for certain high-traffic keywords or improving content that already has good rankings but still offers potential for more visibility.

The implementation of the recommendations for action should be continuously monitored and measured. This makes it possible to determine which measures were successful and where adjustments may need to be made.

An SEO audit provides valuable insights, but these are largely useless without appropriate action. By interpreting and implementing the recommendations in a targeted manner, you can
significantly improve your online presence
and benefit from more visibility, traffic and ultimately a higher conversion rate.

It is an ongoing process that requires constant attention, adaptation and improvement. This is the only way to ensure that your website will continue to meet the requirements of search engines and users in the future.

In-house vs. external: Which SEO audit strategy maximizes your ROI?

An SEO audit can be carried out either in-house (by your own internal team) or externally (by a specialized agency such as UnitedAds or a freelancer).

Both approaches have their own advantages and disadvantages:

Internal SEO audit

  • Company knowledge: The internal team knows the company, its goals and its challenges very well, which can lead to a customized audit.

  • Communication: Faster and possibly clearer communication, as the team is on site and always available.

  • Costs: Costs could be saved if there is already an experienced SEO team in place that has the necessary tools.

  • Data protection: Sensitive company data remains in-house and is not passed on to third parties.

External SEO audit

  • Fresh perspective: An external expert brings a new perspective and can identify problems or opportunities that the internal team may have missed.

  • Specialized knowledge: Outside agencies are often on the cutting edge of SEO practices and have experience with a variety of industries.

  • Access to specialized tools: Many agencies have access to advanced SEO tools that would otherwise not be available to the company.

  • Impartiality: An external team is not influenced by internal politics or prejudices and can act more objectively.

  • Cross-industry experience: Thanks to their cross-industry experience, external SEO experts bring proven strategies that internal teams are often not familiar with.

  • Continuing education and training: Agencies strive to keep up to date and often offer training courses. This means that they are always familiar with the latest trends and best practices in the SEO industry.

Internal SEO audit

  • Operational blindness: There is a risk that the internal team overlooks certain problems because it is too closely linked to the project.

  • Resource commitment: An in-house audit can delay other projects and tasks of the SEO team.

  • Potentially limited tools: The company may not have the latest or greatest SEO tools necessary for a thorough audit.

External SEO audit

  • Costs: An external SEO audit can be more expensive than an internal one.

  • Communication delays: Working with an external partner can sometimes lead to communication delays or misunderstandings.

  • Confidentiality: There is a possibility that sensitive data may have to be passed on to an external provider.

However, not every company has the resources for an internal SEO team. Outsourcing can therefore be an effective solution.

The decision as to whether you should carry out an SEO audit internally or externally always depends on your specific needs, resources and the goals of your company. It can also make sense to combine both approaches to get the best of both worlds.

Why continuous SEO audits are crucial for a company’s success

In today’s digital landscape, no company can afford to neglect SEO. A detailed SEO audit ensures that your website is up to date and helps you achieve your marketing goals.

This is because a common problem that companies encounter is the use of outdated SEO practices. What worked in the past can have a negative impact today. Another misunderstanding is the assumption that SEO only needs to be done once.

SEO is dynamic; what is relevant today may be outdated tomorrow. It is therefore more important than ever to stay up to date and regularly review your SEO strategy.

This is why it is often helpful to hire someone externally to carry out the SEO audit. This is because an external expert can check your website impartially and show you additional new approaches and potential.

In this way, you also avoid missing out on untapped potential in organic search due to your own “operational blindness”.

About the Author

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SEO Team Lead at UnitedAds

Felicitas has been working at UnitedAds GmbH since October 2021. In her current role as SEO Team Lead, she coordinates the SEO team and is responsible for developing comprehensive SEO strategies for clients.

Since 2020, she has been deeply engaged with topics related to search engine optimization and digital marketing.

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