What is an SEO audit?
An SEO audit is a review of everything that affects how your website performs in search engines. It answers three questions: can Google find and understand your pages, do those pages match what people search for, and does Google trust your business enough to rank it?
The output should be a clear list of problems and fixes, ranked by impact. An audit that gives you 200 “errors” with no priorities isn’t much use to a busy business owner.
Why is an SEO audit important?
Most small business websites have hidden problems. Pages accidentally blocked from Google, missing titles, slow mobile load times, or two pages competing for the same search. These issues quietly cost you enquiries.
An audit is also the right starting point before you spend money on SEO, a redesign or more content. It shows where effort will make the biggest difference. If you’re planning a new site, read our guide to a website redesign without losing SEO.
What is included in an SEO audit?
A thorough SEO audit for a small business usually covers these areas:
| Audit area | What gets checked | Why it matters |
|---|---|---|
| Indexing and crawling | Pages in Google’s index, robots.txt, sitemap, noindex tags | Pages Google can’t see can’t rank |
| Technical health | Site speed, Core Web Vitals, mobile usability, HTTPS, broken links | Slow or broken sites lose visitors and rankings |
| On-page SEO | Page titles, meta descriptions, headings, content, internal links | Tells Google what each page is about |
| Content gaps | Missing service or location pages, thin content | You can’t rank for services you don’t describe |
| Local SEO | Google Business Profile, reviews, citations, NAP consistency | Drives Google Maps and “near me” visibility |
| Links | Who links to you, toxic or spammy links | Links are a key trust signal |
| Competitors | What ranking competitors do differently | Shows the gap you need to close |
| AI search readiness | Clear answers, structured data, consistent details | Helps you appear in AI Overviews and ChatGPT |
How to do an SEO audit yourself: a step-by-step checklist
You don’t need expensive software for a basic audit. Work through these steps in order.
Step 1: Check what Google has indexed
Search Google for site:yourdomain.co.uk. You’ll see roughly which pages Google knows about. Then set up Google Search Console (free) and open the Pages report. It lists pages that aren’t indexed and why.
Step 2: Check your site on mobile and for speed
Run your homepage and main service pages through PageSpeed Insights. Look at the mobile score and the Core Web Vitals. Our Core Web Vitals guide explains what the numbers mean.
Step 3: Review page titles and descriptions
Each page should have a unique title that includes the service and location, for example “Boiler Repairs in Leicester | Your Business”. Check for missing or duplicate titles.
Step 4: Check one page per service and area
List every service you offer and every main town you cover. Do you have a page that clearly answers each one? Missing pages are one of the most common gaps we find. Our guide to service area pages shows how to do this well.
Step 5: Audit your Google Business Profile
Check your categories, services, opening hours, photos and reviews. Make sure your business name, address and phone number match your website exactly. See our local SEO checklist for the full list.
Step 6: Look for broken links and errors
Click through your menu and footer. Fix links that go to missing pages. Search Console also shows 404 errors it has found.
Step 7: Check your content answers real questions
Read each key page as a customer would. Does it say what you do, where, roughly what it costs, and how to get in touch? Clear answers help both Google and AI tools. Read how to write content AI tools quote for tips.
Step 8: Compare yourself with the top three competitors
Search for your main service and town. Note what the top results have that you don’t: more reviews, more detailed pages, location pages, photos or FAQs.
Step 9: Check structured data
Use Google’s Rich Results Test to see if your pages have schema markup, such as LocalBusiness. Our schema markup guide explains the basics.
Step 10: Prioritise and act
Rank everything you found by impact and effort. Fix indexing and broken pages first, then improve service pages, then work on reviews and content.
Want a professional SEO audit?
We’ll review your website, Google Business Profile and competitors, then give you a clear, prioritised plan in plain English.
What’s the difference between a technical SEO audit and a full SEO audit?
A technical SEO audit focuses only on the website’s infrastructure: crawling, indexing, speed, mobile, redirects and code. A full SEO audit also covers content, keywords, local SEO, links and competitors. Small businesses usually get the most value from a full audit, because their biggest gaps are often content and Google Business Profile issues rather than code.
How much does an SEO audit cost in the UK?
A professional SEO audit in the UK usually costs £500 to £7,500. A small local business website with 10 to 30 pages sits at the lower end. Large ecommerce sites with thousands of pages need deep technical audits that cost more. For a wider picture of SEO pricing, see our guide to SEO packages in the UK.
Are free SEO audits any good?
Free automated audit tools are useful for spotting technical issues such as missing titles, broken links and slow pages. Their limits are that they can’t judge whether your content matches what customers search for, or compare you properly with local competitors. They also flag lots of minor issues that don’t matter. Use a free tool as a starting point, then apply judgement.
How often should you do an SEO audit?
Do a full audit once a year, and a quick check every quarter. Always audit before and after a website redesign or platform change, as that is when rankings are most often lost.
Frequently asked questions
What is an SEO audit?
An SEO audit is a health check of your website that finds the technical, content and trust issues stopping it from ranking on Google. It ends with a prioritised list of fixes so you know what to do first.
How long does an SEO audit take?
A basic audit of a small business website can take a few hours. A professional audit of a small site usually takes one to two weeks, while large ecommerce sites can take several weeks.
How much does an SEO audit cost in the UK?
Most professional SEO audits cost between £500 and £7,500 in the UK. The price depends on the size of the website and how deep the technical and competitor analysis goes.
Can I do an SEO audit myself?
Yes. Free tools like Google Search Console and PageSpeed Insights cover the basics. Work through indexing, speed, page titles, service pages, your Google Business Profile and competitors, then fix the biggest issues first.
What tools are used for an SEO audit?
Common tools include Google Search Console, PageSpeed Insights, Google’s Rich Results Test, crawlers like Screaming Frog, and paid platforms such as Semrush or Ahrefs for keyword and competitor data.
How often should I audit my website?
A full audit once a year is sensible for most small businesses, with quick quarterly checks. Always audit before and after a website redesign or move to a new platform.
