In the market, the word "audit" can mean anything — from an automated report out of some tool to a week of work. Let's break down what's actually checked, and why.
The Technical Side
This is developer work; for us it's handled by our partner studio, seowebdev.ru. Usually they check:
- Indexing. Which pages search engines can see, which are blocked, whether there are accidental restrictions left over from development.
- Load speed — separately on mobile, where it most often takes the biggest hit.
- The mobile version. Readability, whether buttons are easy to tap, whether the layout breaks.
- Duplicates. The same page under several addresses dilutes ranking weight.
- Response codes and redirects. Broken links, redirect chains, whether 404s are genuine.
- Markup and the sitemap. Whether structured data exists, whether the sitemap is current.
- Security. The certificate, no mixed content.
Content and Structure
This is our part of the work, and from experience, this is where the most important things most often get lost:
- Query coverage. What your clients search for, and which of those queries the site has no page covering at all.
- Copy quality. Whether pages answer real questions or are made of generic phrases; whether anything is copied.
- Structure. Services with no page of their own, sections with no descriptions, an abandoned blog, pages that overlap in meaning.
- Metadata. Titles and descriptions for search results — hand-written or auto-generated.
- Commercial blocks. Whether there are prices, terms, contacts, a clear next step.
What You Should Walk Away With
Not a forty-page dump from some tool, but a short, clear conclusion: what's hurting the most, what to fix first, what comes second, and what can be left alone. The plan should work even without the person who wrote it.
How This Works With Us
We handle the content side — a content audit; if it turns out the problem is technical, we say so honestly and point you to the right studio. From there you can follow the plan yourself, or hand the work to us — promoting an existing site.