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An SEO audit is a great way to assess a website's current state and uncover opportunities to improve visibility. It should be the first step when working on a new site.
In recent years, search has changed significantly. When you Google something now, you not only get traditional blue links, but also AI Overviews and AI Mode—new AI experiences that answer your question directly.
Plus, searches are no longer limited to just Google. People are increasingly turning to ChatGPT, Gemini, and Claude to find information, research products, and get recommendations.
This means your SEO audit needs to take into account the entire search landscape to be useful.
In this guide, I’ll share the audit process that I’ve developed for this new era of search, what to look for during an audit, and which tools help along the way. I'll also provide a complete SEO audit checklist you can use when conducting your own audits.
But before that, let’s go over some basics.
An SEO audit is a process of evaluating how well a website is optimized for visibility in AI search and traditional search. It involves analyzing things like:
You can think of an SEO audit as an overall “health check” for a website.
There are many different tools you’ll need during an audit, including:
From my personal experience, I’ll say it’s impossible to do an SEO audit without tools. They give you the data, diagnostics, and insights you need to evaluate different aspects of your website and make smart decisions.
The good news? Many of these tools are free or offer free versions or trials, so you can start an SEO audit without paying any upfront cost.