How to Do an SEO Audit (Even If You're Not a Tech Person)

SEO audits are like checkups for your website. If your traffic has slowed down, leads have dropped, or you are not showing up for local searches, it might be time to run one. The good news? You do not need to be an expert to spot obvious problems.

This guide will walk you through the basics of a small business SEO audit. It covers exactly what to check and what those issues really mean for your Google rankings. You will also find tips on how to fix them or how to decide when it is time to get professional help.

Step 1: Check Your Website’s Technical Health

Start with the backend. Technical issues quietly sabotage your rankings even if your content looks great on the surface.

What to look for:

• Site speed: Use Google PageSpeed Insights to see if your site is slow, especially on mobile.

• Mobile friendliness: Run a mobile usability test in Google Search Console.

• Broken links: Use a tool like Screaming Frog or a Chrome extension to scan for 404s.

• HTTPS security: Your website should have a valid SSL certificate.

If your site is slow or fails mobile tests, you are losing customers before they even read a word.

Step 2: Review Your On Page SEO

Your content needs to match what your ideal customers are actually searching for. Make sure each service page includes:

• A clear page title and meta description

• Headings that reflect the service (e.g., "Air Conditioner Repair in El Paso")

• Local keywords in the copy, not just vague terms like “repairs”

• Internal links to relevant service or blog pages

• Alt text on every image that includes real keywords

This is also the time to check for duplicate content across pages. If your HVAC page and your AC repair page say the same thing, they are likely cannibalizing each other.

Read: The Real ROI of SEO for Local Businesses

Step 3: Audit Your Google Business Profile

Many local businesses do not realize this counts as part of SEO.

Go to your profile and check:

• Is your name, address, and phone number correct and consistent?

• Do you have a real description that includes your services and city?

• Are you using categories correctly?

• Have you uploaded high quality images?

• Do you post updates, offers, or FAQs regularly?

Reviews are crucial too. Respond to them often, and encourage new ones from happy customers.

Read: The SEO Myths Local Business Owners Still Believe

Step 4: Check for Backlink Opportunities

Even small local businesses need backlinks to build authority.

Quick checks:

• Do you have citations on platforms like Yelp, Apple Maps, Bing, and MapQuest?

• Are you listed in local directories or trade associations?

• Has anyone ever linked to one of your blog posts?

You can use a tool like SEMrush or BrightLocal to get an overview of where you stand.

Step 5: Track What Matters

Many business owners run Google Ads or boost posts but do not track how their website performs organically.

Install:

• Google Analytics to track sessions, bounce rate, and conversions

• Google Search Console to monitor rankings, clicks, and crawl errors

Set up conversion tracking for calls, form submissions, or bookings. This way, you know exactly where your best leads come from.

Why It Matters

SEO audits help you make decisions based on facts, not guesswork. When you know what is broken and what is working, you stop wasting time and start making smart improvements.

If you do not have time to run a full audit or fix everything yourself, that is where we come in.

• Explore Our SEO Services

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