9 Things You Miss While Doing a Website Audit

website auditDoing routine audits on your website is critical to keep it in good health in the eyes of Google and other search engines. So whenever you do your next website audit, be sure you address the following items.


If you are having issues ranking for your core areas of business, then the problem could be that you have not optimized your website for the key terms you want to be ranking for.

Be sure to check that you have your bases covered in having specific content on your site centered around the services and product terms you want to emphasize for visitors, and make sure you have relevant keywords tied to this content.

Indexed Pages

In Google, you can easily see how many pages are being indexed from your website if you type in “site:www.[specific URL].com.”

So, for Sixth City, it would be “site:www.sixthcitymarketing.com.” From here, you can assess if there are any pages you would rather NOT show up in search engines, which could include things such as photos, PDFs, blog category pages, and more.

If you have a lot of pages indexed and don’t want to dig through hundreds of pages on Google, you can also do a similar search like “site:www.[specificURL].com PDF,” and that will show only results with the phrase PDF in the page title, content, or URL.


Have you deleted various pages over the years, or launched a new website and renamed some pages? Having 404s on your website is a common issue we often see when analyzing sites for new clients, and these 404s can hurt your SEO value since Google can see you haven’t been diligent in properly redirecting select pages to relevant, working pages on your website.

Thankfully, you can utilize Google Search Console, a free tool by Google, to see if you have 404s or similar errors on your site.

Broken Links

To piggyback off of 404s, if you have recently redesigned your website or have updated a few page URLs, it’s likely you have some broken links hidden around your website from your 404 errors.

These errors not only make for bad user experience, but search engines can analyze such issues as well which can affect your rankings.

Missing Metadata

Another thing we often see with new clients is that they do not have any metadata on their pages. Metadata is crucial to have because it is the information that is displayed on SERPs (search engine results pages).

meta example

Not only do pages need this kind of data, but so do photos. Having alt and title tags on photos not only can help your SEO, but they are necessary to be compliant with the ADA, which means your website is accessible to those who have disabilities.

Key Content

Similar to keywords, how can you expect potential customers to find your website if you don’t have the content on your website? Be sure that you have pages for all your services or products, and that all the pages have at least 350-500 words of copy on them.

Goal Tracking

Assuming you have Google Analytics installed on your website, and are also using web forms to collect inquires, it is crucial that you have goal tracking set up.

Not only will this help you keep track of how many leads you are getting monthly, but you can also segment out the data to see how people found you, what pages are converting, and much more.

HTTPS Redirects

First things first, is your website secure? Having a non-secure website can severely impact your digital marketing efforts.

And if your website is secure, be sure that you have a proper redirect in place for all your webpages to go from http to https.


Last but certainly not least, site speed is often an overlooked aspect in audits. You can analyze your website load time in both desktop and mobile thanks to Google’s PageSpeed Insights tool.

They will give your website a grade out of 100 and give you some pretty technical things that can help bring up your score, so it might be best to just ask your web developer to look into it.

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Sarah Blocksidge

About the Author

Sarah Blocksidge

Sarah is the Marketing Director at Sixth City Marketing and has been with the company since 2016. Her main role is to attract more B2B clients for the company. Over the years, she has been mentioned on HubSpot, Content Marketing Institute, Fast Company, Mashable, and many other notable sites.

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