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A site audit is needed to assess the overall performance of your site, as well as how easily it is found by search engines and regular users. The more visible your site is in search engines, the better its traffic and the more people will see it. In addition, a site audit also measures metrics such as page speed and user engagement rating.
A site audit should be done after making significant changes to your site. Updating your site is necessary and important, but any changes can affect your traffic and visibility in search engines. Therefore, an audit can help you make sure that everything is running smoothly and according to plan.
A site audit is a simple process that can be easily included in your site maintenance schedule.
What is a website audit?
A website audit is a comprehensive analysis of your website’s performance and visibility in search engines. It also identifies any obvious technical issues or problems that need to be addressed.
Once you’ve figured out how to build your website, you should make a website audit a priority. This will help you get a clear picture of your website’s functionality and performance.
Several types of website audits:
General SEO Audit: Shows how well your site is optimized for SEO.
Content SEO Audit: Focuses on content quality
Technical SEO Audit: Finds technical issues with your site
Performance Audit: Analyzes page speed, load time, and key site metrics
UX Audit: Focuses on user experience and site functionality, including navigation and design
Why conduct a website audit?
Whether you have a new site or a recently updated one, a site audit is essential to optimize your user experience, search engine visibility, and more.
How often should you do a site audit? Generally, a full audit for a small site should be done once a year. Larger sites (depending on the number of pages and traffic) may require more frequent audits, up to two or three times a year.
We also recommend doing mini-site audits as often as possible. A mini-audit involves checking the functionality of your site and the operation of navigation and buttons. Such audits allow you to stay on top of your site and deal with problems as soon as they are discovered.
How to conduct a site audit
Основні способи проведення аудиту сайту:
Site Performance and Page Speed Assessment
On-Page SEO Optimization Check
Understanding Content Quality and Gaps
Identifying Technical Issues
User Experience Testing
Site Accessibility Monitoring
1. Evaluating site performance and page speed
Every website audit should start with a page speed check. In 2010, Google made page speed a primary attribute when selecting visible content in search.
Therefore, evaluating the performance and speed of your site using analytics tools should be an important part of the audit process. Slow-loading pages can undermine the reputation of your entire site, and these things should not be ignored.
Keep in mind that when auditing sites, you will often see different analytics for mobile and desktop versions. To improve the performance of the mobile version, you may need to make specific mobile-friendly designs and site speed optimization changes.
2. Checking on-page SEO optimization
In order for your website to be more easily found in search engines, it must be optimized for SEO. An SEO optimization audit will help you determine whether your website is visible to search engines and how you can improve it.
We recommend using tools like Screaming Frog or Deepcrawl for a simple SEO audit. They are easy to use and quickly identify what is missing on your site and how to fix it.
3. Understanding content quality and its shortcomings
To make sure your site is filled with quality, relevant content, you need to understand if you have any content gaps.
Content gaps occur when you miss out on a topic that interests your audience. These gaps prevent your site from being visible in search.
To understand more about content gaps, we recommend connecting your site to Ahrefs. This platform shows you how your content ranks for keywords relative to your top competitors.
There are many ways to check the quality and impact of your content, but to understand it better, it’s worth delving into behavioral analysis through your Google Analytics account.
From a Wix site, go to Wix Analytics, then look at the Traffic and User Overview to better understand how users are interacting with your site.
Behavioral analytics can show:
Did users stay on your page after seeing it in a browser search?
How long did users stay on the page?
Did users move from one page to another within the site?
This information will help you understand whether your site (and especially the site content) is successful with users.
4. Identifying technical problems
The most common SEO obstacle for a website is the 404 error (page not found). With Wix Analytics, you can easily identify such errors and take action to fix them.
A page without an index will not appear in search results. Wix SEO allows you to identify and fix all problems for immediate Google indexing. And with Deepcrawl, you can conduct a comprehensive audit of the technical "health" of your site and fix any problems that arise.
5. User experience testing
A poor user experience reduces reach. This can affect your site’s search ranking and visibility. Low reach also means lost potential conversions.
To audit your own experience, ask someone to visit your site and share their feedback. You should evaluate the experience based on site navigation, content quality, and the ability to see and respond to calls to action.
6. Website availability monitoring
It’s important that everyone who visits your site has access to your content and all of its features. An accessibility audit can help you make sure your site is accessible to everyone, including users with disabilities. The Wix Accessibility Wizard tool scans your site for hidden issues that may be hindering your site’s accessibility. It identifies them and provides clear solutions so that everyone can interact with your site.
Website audit checklist
Site Performance: Check Site Speed and Key Metrics
SEO Optimization: Identify and Update Essential Information
SEO Content Optimization: Prioritize Quality and Fill in the Gaps
Technical SEO Issues: Identify and Fix
User Experience: Check Functionality and Navigation
Site Accessibility: Identify and Remove Accessibility Barriers

What is a website audit?
A site audit is an important tool for comprehensively analyzing the performance and visibility of your web resource.