Imagine this: you’ve poured your heart into creating valuable content, built a beautiful website, yet your organic traffic has plateaued. The phone isn’t ringing as much as it should. What’s going wrong?
The truth is, websites develop technical issues as they grow. Google’s algorithm evolves constantly. New competitors emerge. What worked last year might be holding you back today.
Want real SEO audit tips that work? At Tyneside Marketing, we’ve audited hundreds of websites across the North East and beyond. The pattern is consistent: over 92% of websites we audit have at least one critical technical issue preventing them from ranking higher.
This comprehensive guide will walk you through the exact same forensic audit process we use for our clients. Whether you’re a business owner in Newcastle curious about what an SEO audit entails, or a marketing manager looking for a checklist for an SEO audit, this guide will illuminate the path forward.
What is an SEO Audit? A Clear Definition
An SEO audit is a comprehensive evaluation of a website’s technical, on-page, off-page, and content-related elements to assess its overall performance in search engine results, identify issues that may hinder visibility or rankings, and uncover opportunities for optimisation and improvement. Essentially, it’s like a diagnostic health check for your site’s search engine optimisation (SEO) strategy, ensuring it aligns with current best practices, algorithm updates, and user experience standards as of 2025.
This process typically involves analysing factors such as site speed, mobile-friendliness, keyword usage, backlink quality, crawlability, and compliance with evolving search trends like AI-driven algorithms or core web vitals.
The Different Types of SEO Audits
Why Perform an SEO Audit? Unavoidable Advantages of Good SEO Audit
Many businesses underestimate the value of a full-scale SEO audit, thinking their website “works fine” because it’s live. But the reality is, every day you delay a thorough audit could be costing you potential customers, revenue, and search engine visibility. A website that’s not properly optimised can quietly bleed opportunities without you even noticing.
The Cost of Doing Nothing
Every day without an audit, your website might be:
- Losing potential customers to 404 errors
- Repelling visitors with slow loading speeds
- Confusing Google with poor site structure
- Wasting valuable “crawl budget” on unimportant pages
The ROI of a Proper Audit
Businesses that conduct regular SEO audits typically see:
- 45-75% increase in organic traffic within 6 months
- improvement in conversion rates
- Significant reduction in wasted marketing spend
- Clear, data-driven roadmap for future investments
Pre-Audit Preparation: Laying the Groundwork
A successful SEO audit doesn’t start with tools. It begins with clarity. Before analysing your website, we define goals, benchmarks, and expectations to ensure every step of the audit aligns with your business objectives.
Defining Goals and KPIs
We start by asking the right questions:
- What does success look like for your business – more leads, higher sales, or increased brand visibility?
- Who exactly is your target audience, and how do they behave online in the UK market?
- Which competitors are performing well, and what can we learn from them?
- What is your current baseline performance, and what gaps exist in your SEO strategy?
Setting Up Essential Audit Tools
Once the objectives are clear, we prepare the toolkit that will uncover every issue affecting your website. This includes:
- Crawling Tools: Screaming Frog and Sitebulb, which scan every page to identify technical and structural issues.
- Analytics Platforms: Google Analytics 4 and Google Search Console to track performance metrics and search visibility.
- Technical SEO Tools: Ahrefs, SEMrush, and PageSpeed Insights to evaluate backlinks, keyword performance, and site speed.
- Custom Scripts: For advanced analysis and deeper insights into site architecture, redirects, and internal linking.
How to Perform a Complete SEO Audit : 7-Pillar Approach
Learn everything from From Technical Audits to Competitive Analysis
Learn everything from technical SEO fundamentals to in-depth competitive analysis with our structured approach. Our audit methodology is divided into seven interconnected pillars, covering everything from how to perform a technical SEO audit to comprehensive competitive intelligence and analysis. Each pillar addresses a critical aspect of your website’s search performance. Think of them as the foundation, walls, and roof of your SEO house, neglect even one pillar, and the entire structure weakens.
How to Use This Framework
Priority Levels:
- 🔴 Critical – Fix immediately (affects crawling/indexing)
- 🟡 High – Address within 1 weeks (significant ranking impact)
- 🟢 Medium – Schedule within 2-3 weeks (optimisation opportunity)
Difficulty Ratings:
- ⭐ Easy (No technical skills required)
- ⭐⭐ Moderate (Basic technical knowledge needed)
- ⭐⭐⭐ Advanced (Developer assistance recommended)
Pillar 1: Technical Foundation Audit
Your technical infrastructure determines whether search engines can even access and understand your website. Technical issues often have the most dramatic impact because they affect your entire site rather than individual pages.
How to Check: Use Screaming Frog or similar crawling tool to analyse URL patterns across your entire site. Export the data and look for inconsistencies.
Common Issues Found:
- Mixed trailing slash usage (some URLs have it, others don’t)
- URLs with unnecessary parameters creating duplicate content
- Missing or incorrect canonical tags pointing to wrong pages
Quick Win: Standardise all URLs with or without trailing slashes and set up 301 redirects for consistency.
1.2 Security & Protocol Configuration
How to Check:
- Use SSL Labs (ssllabs.com) to test your SSL configuration
- Check browser console for mixed content warnings
- Use securityheaders.com to verify security header implementation
Common Issues Found:
- Old images or resources still loading via HTTP
- SSL certificate covers www but not non-www version (or vice versa)
- Missing security headers that improve trust signals
Quick Win: Run a find-and-replace in your database to change all http:// internal links to https://
1.3 International SEO Configuration
How to Check: View page source and search for “hreflang” or use Google Search Console’s International Targeting report.
Common Issues Found:
- Hreflang tags pointing to wrong language/region codes
- Missing return hreflang tags between page variations
- Inconsistent implementation across site
Pillar 2: On-Page Excellence Audit
On-page SEO examines how well individual pages are optimised for target keywords and user intent. Modern on-page optimisation balances search engine signals with genuine user value.
2.1 Content Quality & Depth Analysis
How to Check:
- Use tools like SEMrush or Ahrefs to compare your keyword rankings with competitors
- Export all page content lengths using Screaming Frog
- Manually search for “Lorem ipsum” across your site
- Check publication/update dates on all content
Common Issues Found:
- Blog posts from 2018 that haven’t been updated
- Product pages with minimal descriptions (under 100 words)
- Multiple pages targeting the same keyword (keyword cannibalisation)
- Forgotten staging/test pages still indexed
Quick Win: Update dates on your best-performing content with fresh information and examples. This often triggers a rankings boost.
Our work with solicitor SEO strategies shows how demonstrating expertise through comprehensive content significantly improves rankings in professional services.
2.2 Meta Data Optimisation
How to Check:
- Export all title tags and meta descriptions using Screaming Frog
- Check for duplicates, missing tags, and length issues
- Use SERP preview tools or Google Search Console to see actual appearance
- Verify header structure with browser developer tools
Common Issues Found:
- Duplicate title tags across multiple pages
- Title tags that are too long (over 60 characters) getting truncated
- Missing meta descriptions (Google creates its own from content)
- Multiple H1 tags on a single page
- H3 tags used before H2 tags (skipping hierarchy)
Quick Win: Focus first on your top 10 highest-traffic pages. Optimise their titles and meta descriptions for better click-through rates
2.3 Internal Linking Architecture
How to Check:
- Use Screaming Frog to crawl your site and identify orphan pages
- Generate a visual site structure map to see click depth
- Check the “Inlinks” report to find pages with few incoming links
- Export all broken links for fixing
Common Issues Found:
- Important product/service pages buried 5-6 clicks deep
- Pages that were once linked but became orphaned after redesigns
- Generic “click here” or “read more” anchor text
- Over-optimisation with exact-match anchor text on every link
Quick Win: Add contextual links from your highest-authority pages to important conversion pages using descriptive anchor text.
The hub and spoke content model demonstrates how strategic internal linking amplifies your content’s SEO impact.
Pillar 3: Content Ecosystem Audit
Your content ecosystem encompasses all the different content types on your website and how they work together to serve users and search engines.
3.1 Content Type Assessment
How to Check:
- Audit your blog for publishing frequency and content quality
- Review commercial pages for conversion optimisation
- Verify all essential pages are present and linked in footer
Common Issues Found:
- Abandoned blogs with last post from 2+ years ago
- Service pages with minimal content (under 200 words)
- No clear author attribution or team credentials
- Contact page buried in site structure or difficult to find
- Missing privacy policy or terms of service
Quick Win: If your blog is abandoned, either commit to regular content or remove blog navigation to avoid signaling neglect.
3.2 Content Visibility & Accessibility
How to Check:
- Use Google’s Mobile-Friendly Test to see rendered content
- Compare source code vs. rendered HTML using browser tools
- Check robots.txt and meta robots tags for incorrect noindex directives
- Disable JavaScript and verify critical content is still visible
Common Issues Found:
- Tags and category pages all indexed creating thin content
- Mobile site hides content in accordions that desktop shows
- Infinite scroll with no <a href> links for search engines to follow
- JavaScript rendering issues preventing content discovery
Quick Win: Add noindex tags to tag pages, author archives, and other taxonomy pages that don’t provide unique value.
Pillar 4: User Experience & Performance Audit
Google increasingly prioritises user experience as a ranking factor. Core Web Vitals are now confirmed ranking signals, and poor UX indirectly harms rankings through increased bounce rates and reduced engagement.
4.1 Core Web Vitals Assessment
How to Check:
- Use Google PageSpeed Insights for both lab and field data
- Check Google Search Console’s Core Web Vitals report
- Test on actual mobile devices, not just emulators
- Use Chrome DevTools Performance tab for detailed analysis
Common Issues Found:
- Oversized hero images causing slow LCP
- Render-blocking CSS and JavaScript delaying content display
- Missing width/height attributes on images causing CLS
- Slow server response times (TTFB over 600ms)
- Unoptimised images in outdated formats (no WebP)
Quick Win: Compress and resize hero images, add lazy loading to below-fold images, and specify image dimensions to prevent layout shift.
4.2 Mobile Responsiveness & Usability
How to Check:
- Use Google’s Mobile-Friendly Test tool
- Test on actual mobile devices across iOS and Android
- Check Search Console’s Mobile Usability report for issues
- Use Chrome DevTools device emulation for quick checks
Common Issues Found:
- Navigation menus that don’t work on mobile
- Tiny text requiring zoom to read
- Buttons too small or close together to tap accurately
- Fixed-width elements that break mobile layouts
- Pop-ups that can’t be closed on mobile
Quick Win: Increase base font size to 16px and ensure all tap targets are at least 48×48 pixels with adequate spacing.
4.3 User Interface & Navigation
How to Check:
- Navigate your site as a new user would
- Test all pop-ups on mobile and desktop
- Trigger 404 pages by entering fake URLs
- Review heat maps (if available) to see user behavior
Common Issues Found:
- Pop-ups appearing instantly blocking content
- No clear path to important conversion pages
- 404 pages that are dead-ends with no navigation
- Mega menus that are overwhelming and confusing
- Hidden mobile navigation that users can’t find
Quick Win: Delay pop-ups by at least 5 seconds or trigger after scroll depth to avoid intrusive interstitial penalties.
Pillar 5: Off-Page & Authority Audit
Your website’s authority and reputation across the web significantly influence rankings. Off-page factors primarily involve backlinks but extend to broader digital presence.
5.1 Backlink Profile Analysis
How to Check:
- Use Ahrefs, SEMrush, or Moz to analyse backlink profile
- Export all backlinks and sort by domain authority
- Look for suspicious patterns (spikes in low-quality links)
- Use Google Search Console’s Links report for Google’s view
Common Issues Found:
- Thousands of spam links from foreign language sites
- All backlinks using exact-match anchor text
- Lost backlinks from valuable sites that changed URLs
- Competitor backlinks you could easily replicate
- Old directory links that no longer provide value
Quick Win: Reach out to sites linking to competitors with similar content and offer your superior resource as an alternative.
5.2 Local SEO Foundation
How to Check:
- Search for your business name and verify all listings
- Compare NAP across your website, GBP, and major directories
- Check review profiles on Google, Facebook, Trustpilot, etc.
- Verify GBP listing is in correct category with complete info
Common Issues Found:
- Unclaimed Google Business Profile listings
- Different phone numbers on website vs. GBP vs. directories
- Old address information from previous location
- Zero reviews or no responses to negative reviews
- Missing business categories or incomplete GBP information
Quick Win: Claim and fully optimise your Google Business Profile today, add photos, services, Q&A, and request initial reviews.
Our local SEO guide for Newcastle businesses provides detailed strategies for maximising local search visibility.
Pillar 6: Schema & Structured Data Audit
Structured data helps search engines understand your content’s meaning and context, enabling rich results that improve visibility and click-through rates.
6.1 Schema Markup Implementation
How to Check:
- Use Google’s Rich Results Test to validate schema
- Use Schema Markup Validator for detailed analysis
- Check Google Search Console for structured data errors
- View page source and search for “schema.org” or JSON-LD
Common Issues Found:
- No schema markup whatsoever
- Schema markup with errors or missing required properties
- Outdated schema formats (Microdata instead of JSON-LD)
- Schema that doesn’t match visible content
- Missing logo, social profiles, or contact information in Organisation schema
Quick Win: Add Organisation schema to your homepage with logo, contact info, and social profiles. It’s simple and improves knowledge panel eligibility.
6.2 Social Media Integration
How to Check:
- Use Facebook’s Sharing Debugger for Open Graph
- Use Twitter’s Card Validator for Twitter Cards
- Test social sharing to verify preview appearance
- Check browser tab for favicon display
Common Issues Found:
- Missing Open Graph images resulting in poor social previews
- Generic social media thumbnails instead of content-specific images
- Incorrect social profile URLs in schema markup
- Low-resolution or missing favicon
Quick Win: Add basic Open Graph tags (og:title, og:description, og:image) to improve social sharing appearance.
Pillar 7: Competitive Intelligence & Analysis
Understanding your competitive landscape reveals both threats and opportunities in your SEO strategy.
7.1 Competitor Gap Analysis
How to Check:
- Use SEMrush or Ahrefs’ competitor analysis features
- Identify your top 3-5 direct competitors
- Compare keyword rankings, traffic estimates, and backlink profiles
- Analyse their content depth, formats, and topics
Common Issues Found:
- Competitors ranking for valuable keywords you haven’t targeted
- Better technical performance (faster speeds, better mobile experience)
- More comprehensive content covering topics more thoroughly
- Significantly more backlinks from quality sources
- Consistent blog publishing vs. your abandoned blog
Quick Win: Identify the top 10 keywords competitors rank for in positions 1-3 that you don’t target at all. Create superior content targeting these keywords.
When developing monthly SEO strategies for local businesses, competitive analysis helps prioritise efforts for maximum impact.
How to Make an SEO Audit Report: From Data to Action
An SEO audit report is more than a list of problems. It’s a strategic document that transforms raw audit data into actionable steps for improving your website’s performance. A well-crafted report not only identifies issues but also prioritises them, explains their impact, and provides a roadmap for implementation.
At Tyneside Marketing, we believe that a report is only valuable if it guides decision-making and drives real results.
Step 1: Gather and Organise Your Data
Before you write the report, collect all relevant information from your audit tools. This includes:
- Technical Data: Crawl errors, broken links, server issues, duplicate content
- On-Page SEO: Meta titles, descriptions, headings, keyword usage, content gaps
- Performance Metrics: Page speed, Core Web Vitals, mobile usability
- Authority Signals: Backlink profiles, competitor comparison, toxic links
Organise this data into logical sections so the report tells a coherent story from problem identification to recommended actions.
Step 2: Analyse and Prioritise Findings
Not every issue has the same impact. Your report should help readers understand which fixes matter most. We use a four-step interpretation framework:
- Impact Assessment: How much is this issue affecting traffic, rankings, and user experience?
- Effort Estimation: What resources, time, budget, or personnel are required to resolve it?
- Interdependency Mapping: Which issues depend on others being fixed first?
- ROI Prioritisation: Which changes will deliver the fastest and largest return?
By ranking issues based on impact and effort, your report guides stakeholders to focus on high-value improvements first.
Step 3: Highlight Key Findings
Divide findings into critical issues that need immediate attention and strategic opportunities for growth:
Critical Issues
- Blocked CSS/JS files preventing proper rendering
- Server errors affecting crawlability
- Broken links
- 404 issue
- Security issues such as mixed content or SSL misconfigurations
- Low-value or duplicate pages causing indexation bloat
Strategic Opportunities
- Content gaps on essential topics
- Performance issues impacting Core Web Vitals and page speed
- Poor internal linking limiting the visibility of key pages
- Missing or poorly optimised meta titles and descriptions
Clearly showing the severity and impact helps teams understand why these issues matter.
Step 4: Create a Clear Action Plan
A report isn’t just about identifying problems – it should provide a roadmap to fix them. We organise improvements into phased strategies:
Phase 1: Quick Wins
Optimise meta titles and descriptions
- Fix broken links
- Implement basic speed improvements
- Improve XML sitemap structure
Phase 2: Foundation Building
Resolve technical and server issues
- Fill critical content gaps
- Restructure internal linking for better equity flow
- Optimise Core Web Vitals and mobile performance
Phase 3: Strategic Growth
Develop a comprehensive content strategy
- Build high-quality backlinks
- Enhance UX across devices
- Improve conversion rates with UX and CRO optimisations
Step 5: Present the Report Professionally
Your report should be clear, actionable, and easy to follow:
- Use tables, charts, and visuals to make data digestible
- Include checklists for tracking progress
- Provide recommendations with timelines and responsible owners
- Link to internal guides or resources for detailed instructions
When done properly, an SEO audit report is more than a document, it’s a strategic roadmap that helps your website attract more traffic, engage users, and convert leads into customers.
Conclusion:
An SEO audit isn’t a luxury, it’s a necessity in today’s competitive digital landscape. Whether you’re a small business in Gateshead or an enterprise across the UK, understanding your website’s health is the first step toward sustainable growth.
The audit process we’ve outlined represents hundreds of hours of refinement across hundreds of client engagements. It’s the foundation upon which we build dominant search presences for our clients.
Are you looking for professional Website SEO Audit Services in?
If you’re serious about boosting your website’s traffic, local visibility, and conversions in the UK, a professional SEO audit is the first step. Don’t leave your growth to chance. Contact Tyneside Marketing, a trusted digital marketing agency in the Newcastle, providing services across Newcastle, durham, Gateshead, the wider North East, and also internationally in the UK, UAE, and Australia.
We’ve helped businesses across the UK, from small local companies in Newcastle, Gateshead, and the North East to large enterprises, uncover hidden opportunities and dominate local search results. Our proven 7-pillar SEO audit process gives you a clear, actionable roadmap that drives measurable results and higher local rankings.
Book Your Free SEO Audit Consultation
During our 30-minute strategy session, we’ll:
- Analyse your current search performance
- Identify your biggest growth opportunities
- Outline a custom roadmap for your business
- Answer any questions about our process
