How to Conduct Quality B2B SEO Audit: Checklist for 2025

Are you feeling that your B2B SEO is stuck and not giving results? Or you are not getting good leads instead the junk leads are increasing now? Then maybe it is time to conduct a B2B SEO Audit. 

A thorough B2B SEO audit will help you find the reason why your growth is stuck. Is it because your SEO backlinks are inconsistent, or because of unstructured content, or because of poor site structure - whatever the reason maybe. 

Find it all out, let’s start with the basics and move on to how to conduct quality B2B SEO audit for your business website. 

B2B SEO audit types 

Before asking ‘​​how to conduct quality B2B SEO audit’ you need to first understand the types of SEO audit that you will be working with. 

Content SEO

Content SEO refers to everything related to the SEO content in B2B SEO audit. It caters to aspects like - 

• Types of keywords you are targeting. 
• Type of content you are publishing. 
• The tone, writing style, and on page SEO of the content. 
• Analysing the growth you are getting from content. 
• Finding opportunities to level up content. 

Technical SEO 

Technical SEO is a type of SEO related to everything ‘techy.’ Basically, in your B2B SEO audit you audit all the technical aspects of your website which impact your website rankings in search results. These aspects include - 

• The site structure of your website. 
• The loading speed of your website and elements like images and videos on it. 
• Finding technical errors like 404 pages and fixing them. 
• Ensuring the mobile friendliness of your website. 
• Making sure that there are no errors in your website that might affect your website’s ranking on Google. 

Off-page SEO

Off-page SEO is the one where you audit all the activities that affect the SERP ranking of your websites by impacting your Domain Rating (DR) but are not done directly on your website. 

In this you audit aspects like - 

• Backlinks to your website. 
• Guest posts that you or your team might have written. 
• Any activities that you do ‘off’ your website to improve its SERP rankings. 

B2B SEO audit pre-requisites

Now that you know the types of B2B SEO audits, it is time to know what all you should have handy when starting with the SEO audit of your B2B website. 

Competitor analysis 

If you are regularly doing SEO audits, then you are already ahead of your competitors. But to get further ahead you need to find out their strengths and weaknesses and leverage those to your benefits. 

Before doing the SEO audit of your website you need to have a competitor SEO audit analysis done with insights like - 

• The kind of keywords they are targeting through content. 
• Top ranking pages - these are the pages that are getting them most traffic and also probably leads. 
• Analyse their link-building and backlink profile and make an inventory to later get equally competitive links for your website. 
• Analyse their technical SEO, how they have structured their site, the mobile friendliness, and how fast their website loads to analyse the user experience of their website. 
• Find out their ‘X factor’. X factor is what they are doing different from all the other brands and their competitors which is getting them business. 

(Once you are done with your B2B SEO audit, you need to compare your website’s analysis with your competitors and find out the gaps to close them. Along with that, work on your SEO to outrank them.)

Set objectives

Having clear objectives for your B2B SEO audit will shorten the process for you, give you a direction for audit, and also help you spot the gaps in your SEO faster. 

Objectives are very subjective for all the B2B businesses and are set as per their SEO strategy. Here is an example of some of the objectives that most of the B2B businesses have for themselves. 

• Increasing organic traffic by certain %. 
• Increasing the number of conversions. 
• Find out content that is ranking good and doubling down on it. 
• Reducing the website’s bounce rate. 
• Building quality backlinks. 
• Improve search engine rankings. 

When you know your goals and what you seek from your B2B SEO audit, you work in the right direction to find the gaps to fill and enjoy the benefits of SEO. 

B2B SEO audit software

Last but one of the most important pre-requisites of your B2B SEO audit is having the right B2B SEO audit software with you. 

At ZeroAdo, one of the top B2B SEO agencies, we use multiple tools to run a thorough audit that includes tools like Ahrefs, Screaming Frog, Google Search Console and more. 

There are several B2B SEO audits tools in the market that you can use with ease and that give you insights also into your website directly. They are - 

• Ahrefs 
• Semrush
• Screaming Frog 
• Moz 
• Spyfu
• Google Analytics
• PageSpeed Insights 

B2B SEO audit steps in no particular order 

When it comes to B2B SEO audit there is no fixed order to do it. The beauty of SEO and its audit too. You can do it as you please based on your priority list and based on the aspects you want to fix first. Here are all the steps you need to follow to conduct ​​conduct quality B2B SEO audit. 

Thorough keyword audit 

Keyword research is quite literally the most important aspect of your SEO because your content, landing pages, and even backlinking strategy depends upon it. Thus, when it comes to SEO audit, this is the place where you can ideally start. 

• Start by finding out the top ranking keywords of yours. Find the top queries your content is ranking for and double down on them during content creation. 
• Figure out the quality of traffic that you are getting from your keywords. You do not want just traffic but leads also. 
• Figure out the queries that your content might be ranking for, but it is not intended to rank for that. Those queries are the low hanging fruits ready to be grabbed by you. Pick those up and create new content for them. 

You can leverage your Google Search Console data to know the top ranking queries, or you can use tools like Ahrefs and Semrush Too. 

Once you have all the insights with you, then bring out the competitor analysis and compare your keyword data with theirs. Find out the gaps you need to close and the opportunities that they are not leveraging but you can. 

Content audit 

I cannot stress it enough but content is the backbone of your SEO. Both content marketing and SEO give the best results when they are implemented together. Thus a thorough content audit while doing B2B SEO audit is only obvious. 

During your content, look into the following aspects and then fix them. 

• Find out the type of content working best for you could be blogs, videos, or images. And double down on it. 
• Find out the top ranking content pieces, most probably they will be your best blogs. Find the opportunities to update them based on the keyword audit you did earlier and increase their rankings by updating. 
• Find out any duplicate content pieces that there might be on your website. Merge them, or set canonical and 301 redirects to the main page. 
• Find out any thin content (not enough content) on your website and update it. Thin content after does not even get indexed and thus affect the credibility of your website and its SERP rankings. 
• Update your outdated content that is not relevant as per today’s scenario. 

You can use tools like Ahrefs to find all the above issues and resolve them. It gives a thorough report (check the snapshot below) that comes in handy during the audit. 

Audit sitemap 

Sitemap quite literally means a ‘map to your site.’ It helps Google understand how each one of your pages are connected to each other, helps it understand your site structure, crawl your site, and index all pages without issues. 

Leverage one of the best B2B SEO tools, Google Search Console’s data to understand how Google is reading your site and address the issues like - 

• No sitemap - most businesses do not even know that there is a thing like sitemaps and thus they never submit any to Google. This impacts their SEO as now Google has to find all their website pages on its own, make a content between them and index them too. 
• Outdated sitemap - if you have recently updated your site structure by adding some new URLs and pages to it, then update your sitemap. 

Google Search Console has a dedicated tab for sitemaps, this should be the hint enough to understand how important they are. 

Check on-page SEO elements 

Once done with your content audit, it is now time to analyse the intricate aspects within the content and update them. On-page SEO elements refer to the SEO elements that make your content SEO optimized and help its rankings on Google. 

For instance, a structured content has more chances of getting ranked than an unstructured content piece with poor heading structure. Not just Google but Google AI Overviews also prioritize content pieces that have optimized on-page elements for SEO. 

To analyse the on-page elements of all your content pieces you can utilize chrome extensions as well like I do. I use the one from Ahrefs as it give me the detailed outlook as you can see in the screenshot below. 

• Check aspects like meta-title and meta description and make sure they are following the desired character length. 
• Check for a proper heading structure to make sure that the content is not poorly structured. 
• Check for how frequently and contextually the primary and secondary keywords have been used. 
• Improve the readability of your content by making the language easy to read and understand. 
• Check if the keywords have been included in your headings or not. 

You can use ZeroAdo Content Quality Guidelines as a tool to analyse your on page content SEO elements against them and update your on-page elements accordingly. 

Image SEO elements 

SEO elements are not there just for content but also for your images. Check out the images in the snapshot below, why do you think they are ranking on Google? Because at ZeroAdo, we optimize all our images to rank. 

You need to do the same to make sure that your designed images and infographics get ranked. So during your B2B SEO audit, also run an audit for all your images. And fix the following aspects - 

• Check if all your images have alternate text, which helps Google in understanding the images better and making them rank. 
• Check if all the images have an SEO optimized file name that includes keywords because that is what Google uses to make your image rank. 
• Check if the image has a caption and also a credible source mentioned to ensure that the image does not get counted as plagiarised content. 

Check robots.txt 

Robots.txt is a file that helps and guides Google in understanding what part or pages of your website it can access, crawl and index and which it cannot. 

This file is extremely crucial because if it is set to disallow, then Google will not be able to access, crawl and index your website. Which means that Google will not be able to add your website to its inventory. When your website will not be in the inventory in the first place, then how will your SEO and content marketing give you results? 

So double text your robots.txt file and the commands you have given to the search engine through it.

By the way, Nike has one of the coolest robots.txt file 👇. 

Mobile friendliness 

Mobile friendliness of your website is another one of the important aspects that you should consider while doing your B2B SEO audit. 

Google prioritizes mobile-first websites and thus, mobile friendliness is an important aspect that you need to check. 

• Check the user experience of your website on mobile. 
• Check the loading speed of your website on the mobile. 
• Remove any plugins that are harming the user experience of your website. 
• Make sure that the text is readable on mobile without the user having to zoom in. 

Mobile friendliness of your website is a part of Core Web Vitals in Google Search Console. So do not forget to audit the mobile friendliness of your business website. 

Check speed of the website 

Who likes a slow website? Definitely not me and I am sure you do not either. Well, neither does Google. Websites that take longer than 1-3 seconds to load also have a high bounce rate and low domain authority in the eyes of Google. So if you are facing that issue, then maybe you need to speed up your website. 

Google also penalizes these websites and they provide bad user experience and thus combining both the high bounce rate and poor user experience, it affects your website rankings. 

So while doing your B2B SEO audit, fix your website speed if it is not up to the mark. You can use the B2B SEO audit software - PageSpeed Insights for the same as I have done to diagnose the website of monday.com. 

Check links both internal and external 

External links are the ones that you build from other websites for your website that help you in improving your website rankings and domain authority. While internal links are the ones you build within your website to improve the user’s reading experience and also to establish a link between your content. 

Either way you need to analyse certain aspects for both of them during your B2B SEO audit -

• Check if the links are built contextually. 
• Check if all the links have been built from appropriate anchor texts or not. 
• Find and fix broken and lost links. 
• Make sure that the links are added on relevant content pieces. 
• For external links ensure that they are high authority backlinks built from quality websites with high DR. 

You can utilize Google Search Console to check on all things related to your internal and external links. Or use tools like Ahrefs, Semrush, and Moz to get further insights. 

404 pages 

“Oopsie, error - The page does not exist.”

You do not want to give your users those errors under any circumstance. So while doing your regular B2B SEO content audit, make it a point to find out all the 404 pages and redirect them to a new page. 

However, make sure that you do not delete the pages before the redirection is complete or else you will lose all the traffic you were getting from that URL. Thank me for the tip later! 

B2B SEO audit - a chance to level up your SEO game 

SEO is not easy and for the B2B market it is even tougher because of extensive competition. So a way of staying ahead of your competition is by regularly auditing their SEO strategy as well as conducting a thorough audit for your website. 

The above shared steps are a crux of where to get started. I know it is overwhelming, especially when there are multiple aspects that need to be considered for the audit. But fret not, because you have one of the best SEO companies by your side to do it for you i.e. ZeroAdo. 

We can do a thorough SEO audit for you and also create a new strategy for you to implement for the best possible results. 

Contact ZeroAdo now, and ace your B2B SEO.