SEO Audit Tools: Use The Best SEO Tools to Fit Your Business Needs

SEO Audit is a must if you want to have a high-ranking eCommerce store with a high conversion rate. If you prefer to perform the SEO audit yourself, there are many tools specific to one task, like responsiveness check, as well as all-in-one tools that will do a complete analysis of your website and show you a comprehensive report of errors and solutions on resolving them. You can do it on your own or request a free SEO audit from our experts team.

Posted on 08.10.2021 | by Margarita | Content Manager


Chances are you opened your eCommerce website, however, it does not perform as well as you had hoped. You have heard of SEO and implemented it in your digital marketing strategy, but yet again, organic traffic in not sky-rocketing.

SEO audit is the answer! You might ask: ”So what is SEO audit and how do I do it? Where do I find SEO audit tools to perform it?” All valid questions and this article will address all of them!

SEO Audit

Let’s make a quick overview of what SEO is and how exactly to perform an SEO audit.

SEO itself consists of 2 main components:

  • On-Page SEO
  • Off-Page SEO

Your inhouse SEO specialist or the freelancer/agency you hired, hopefully, is taking a holistic approach to your SEO strategy, working on all fronts. 

After you have been doing your SEO for some time, you need to check if what you are doing is working. Here is when SEO Audit comes to play. 

An audit will let you know what is working, what is not, what are the areas you need to concentrate on to better your positions. 

So, how do you actually do an SEO audit and what kind of SEO audit tools you might need to do that. 

Before we speak about tools, let’s land on how you actually going to do the SEO analysis. There are many different ways you can do it – yourself, hiring an in-house SEO specialist or outsourcing a freelancer or an eCommerce marketing agency to perform the SEO audit for you.

This article is for those of you who will be doing the audit yourselves.

The first step to SEO Audit

Before you start your audit, what comes in handy is to have a list of all the things you need to assess to see how your website is performing on the search engines. 

Here you can download our FREE SEO Audit Checklist to guide your way through a very time consuming but necessary process of SEO audit. Just follow it step by step and everything will come along just nicely. 

eCommerce SEO Audit Tools

There are many factors that contribute to high ranks of the online shop, and SEO audit is a holistic approach as we mentioned earlier. 

Let’s go through the factors one by one, and see what kind of free website audit tool fits best for each of them.

There are many tools that allow you to perform the SEO audit online, however, some are extensions to your browser, and some are programs to download, some are free website audit tools and some have a subscription.

Keep tabs on your traffic

All of the SEO activities performed strive to bring traffic to your website and convert it to paying customers. For that reason, it is very important to track and analyze your traffic, day by day, month by month, to understand your customers better.

See which sources bring you the most traffic, how much time your visitors are spending on each page and what is your bounce rate. All that data brings you closer to understanding your customer and making the right decisions in site optimization. 

There are many tools that track the traffic of your website, but probably the most commonly used is Google Analytics. It is a tracking and reporting tool that also records your visitors’ behaviour, conversions and allows you to set and track campaigns of your social accounts. 

For small and medium eCommerce business the free version is more than enough to track and analyze data, especially when Google tracks a huge amount of relevant data to study and guide you through your digital marketing efforts.

User experience is the key

Most of the online activity nowadays and shopping, in particular, is done on mobile devices. The stats are impressive! There are 3.3 billion mobile owners worldwide today, and the numbers only keep growing. 58.9% of all online shopping has been done on mobile devices. By 2011 that number is expected to reach 72.9%.

It is evident that the responsiveness of your website is crucial to provide a high user experience that converts into paying customers. 

Blisk is a very useful and easy to use tool to check how your website displays on different devices – desktop, laptop, tablet, phone, as well as different sizes of each device. 

You can subscribe for a free or paid version. The difference is with the paid version you get unlimited access to the tool, whereas the free one limits you to 30 min per day. 

Record user interactions

While making sure that your website displays well across all the devices is important for user experience, you also need to make sure that those visitors convert! 

Record your visitor’s action on your website to analyze later and see where you need to make improvements or changes.

Your website needs to lead a clear path to purchase and recording your user’s actions and heat maps are a great deal of help in understanding your customers better, creating a buyer funnel and understanding where you might be going wrong and where you succeeded. It also helps you understand where you are losing your traffic and make improvements. 

eCommerce website heat map

A great tool for all that is MouseStats. They have both free and paid plans, that provide different amounts of recordings per month. 

Identify website issues

As the number one search engine in the world, Google is very much aware of SEO problems websites are facing, thus has many great tools to analyze and report issues.

Google Search Console is a great tool to analyze your website problems and considerably optimize your website in the eyes of search engines.

Google Search Console

It is a free tool and provides a great deal of information on your website’s issues. Here are the main SEO audit features that Google Search Console provides:  

  • Crawl Reports
  • Data Highlighter
  • Page Speed Insights
  • HTML Improvements
  • Organic Search Analytics
  • Google Notification for Search Quality Violations

Google Search Console together with Google Analytics is a great combination of knowledge and analysis of your eCommerce website. All you need to do is add a small piece of code to each page and start collecting valuable and priceless information. Plus Google Search Console allows you to optimize your site for more favourable search results.  

All-in-one SEO audit tools

The tools discussed above are great, and each caters to an important need of an eCommerce owner to perform an SEO site audit.

However, some of these tools only cater to one or several SEO audit needs, but don’t include all of them. Here are the tools that have a holistic approach to SEO audit and will tell you from A to Z where your website stands and what needs to be done on all fronts. 


MOZ Pro overview

Moz is one of the biggest and most trusted SEO tool providers and are an SEO agency as well. They know how SEO is done and created all the tools needed for you to do the SEO audit yourself

Moz has both paid and free subscription plans, the paid one being all-in-one toolset for your SEO needs. It combines SEO audit, as well as keyword research, backlink analysis, rank tracking and much more. 

Their free tools include:

  • MozBar
  • Keyword Explorer
  • Open Site Explorer
  • Research Categories
  • Business Listing
  • Business Console.


Another huge giant in the SEO world and very widely used SEO tool for audit and many other SEO activities is SEMrush. It is another all-in-one digital marketing toolkit that has been used and trusted by another giant like eBay and Amazon.

SEO site audit includes many different categories, and this tool is able to analyze organic and paid search traffic, adopting a holistic approach to digital marketing and SEO audit. 

Main SEO Audit Features include but are not limited to:

  • Internal and external links optimization
  • HTML tags like titles, meta descriptions and so on are made unique and easy for search engines and customers
  • Missing tags detection
  • Broken image and missing alt tag detection 
  • Duplicate content pages detection
  • Error pages detection 

SEMrush pricing starts at $99.95/month.


This is another great all-in-one tool to assess the SEO health of your website. Ahrefs can recognize 110+ technical critical issues of your website. It can crawl HTML as well as JavaScript pages of your website, thus no page is left unseen and untested. 

This tool is cloud-based and shows the solutions to your problems right there in the dashboard. It is very user-friendly and easy in navigation. 

Ahrefs overview

Here are some main features of Ahrefs:

  • Content research
  • Keyword research
  • Competitive analysis
  • Rank tracking
  • Web monitoring
  • Backlink Research

There is a 7 day trial for $7, and then the pricing starts at $99/month.


SEOptimer is another website crawler and audit tool that provides comprehensive SEO audit reporting. 

With this tool, you get only 1 score for overall SEO health of your website, so it’s very easy to use if you are not an SEO expert but need to perform the audit anyway.

You can also download a Chrome extension of SEOptimer, in case you need to audit particular web pages. 

The pricing starts at $19/month. 

Screaming Frog

All the tools listed above allows you to SEO audit online, however, Screaming Frog is a desktop program that will audit your website all at once. 

It is more of a crawling tool, rather than an audit tool. Nonetheless, it will crawl all your website and present you with all the possible SEO errors. 

Screaming frog software

Some of the SEO audit features include:

  • Meta description analysis
  • Response time analysis
  • Anchor texts analysis
  • Broken link detection
  • Outbound and site link analysis 
  • Security analysis 

This tool can crawl up to 500 URLs for free. If you need more than that the price is 149 pounds per year. You can also integrate your Screaming Frog account to Google Analytics to get even fuller data and analysis of your website.


SEO Audit is no easy task but very necessary to keep you on the right track of rising to the top of SERPs and growing your business.

SEO audit tools listed above are only a small portion of all available tools out there, but these are proven to be one of the best. Whether you want to use the free version, or pay for the sophisticated access, know that they will greatly help you in your SEO audit journey.

Choose the tools that best fit your needs, track the right stats to understand your clients better, and convert your visitors to paying customers.

Margarita | Content Manager

Margarita is the content manager at Smarketa and has been putting words to paper for over 5 years now. She is a bit of a grammar nazi, and believes that the right punctuation can save lives. 🙂