If you’re here, it is likely because you need more than a simple B2B SEO checklist.
You want a clear picture of how your B2B website is performing in search beyond just keyword rankings. And want to understand what is working, what is not, and most importantly, why the right audience is not finding you.
That is the value of a true B2B SEO audit.
You’ll learn how to conduct a proper audit to go beyond surface checks like broken links or missing alt text and analyze how search engines interpret your site, uncover technical barriers, and ensure content aligns with real buyer intent.
What is a B2B SEO Audit?
A B2B SEO audit is to evaluate organic performance, technical health, content, and keyword targeting.
Identify what drives results, what causes friction, and where opportunities exist.
Assess if your site supports long buying cycles and speaks to technical leads, economic buyers, and end users.
Measure how well pages match high-intent keywords that generate pipeline.
Before you start your B2B SEO Audit
Define what success looks like, which metrics matter, and where SEO should support business growth.
Without clear direction, you’ll waste time fixing issues that don’t impact rankings, traffic, or pipeline.
Define your SEO objectives
Your audit needs a purpose.
What are you actually trying to achieve?
Start here:
Do we want more demo requests?
Are we focused on boosting traffic to solution pages?
Are we preparing for a site migration?
Do we need to rank better for a specific product?
You don’t need a long strategy doc. Just a simple set of goals that tell you where to look and what success looks like.
Common SEO issues in B2B websites
Common B2B SEO issues go beyond broken links or missing titles.
Many sites lack structure due to siloed content creation, which buries key pages and disrupts internal linking.
This makes it harder for search engines to crawl and for buyers to navigate.
A proper audit checks site architecture, internal links, and content-to-intent alignment to uncover visibility blockers.
Lack of site structure
Most B2B sites grow without a plan. Siloed content buries key pages, weakens internal linking, and hurts crawlability.
Fix It:
- Use Screaming Frog or Sitebulb to audit crawl depth
- Identify pages needing more than 3 clicks from the homepage
- Surface important content with contextual links and simplified navigation
Pro Tip: Prioritize product and solution pages organized by vertical and use case, if they lack direct links from the homepage or navigation, both crawlers and buyers will miss them.
International SEO structures
B2B sites often duplicate content across regional subdomains or folders with minimal changes. This splits authority and confuses search engines.
Fix It:
- Use Siteliner or Copyscape to find duplicate regional content
- Implement hreflang and canonical tags properly.
- Remove or rewrite shallow regional pages
Pro Tip: Use Google Search Console’s International Targeting report to verify hreflang implementation. For large multilingual sites, crawl with Screaming Frog using the Hreflang Configuration to validate all language versions and ensure reciprocal tags are correctly set across regions.
Gated assets that block indexing
Gated content often delivers zero SEO value when nothing is indexable behind the form.
Fix It:
- Add teaser content with summaries or key takeaways
- Use structured data on gated assets
- Never hide essential product or pricing info
- Use <noscript> fallbacks for JavaScript-rendered content
Pro Tip: Wrap your teaser content in <noscript> tags so that even if JS fails, crawlers can still see indexable summaries. You can also use structured data for Product or FAQ snippets to increase SERP footprint without fully ungating your content.
Legacy platforms that limit SEO
Old platforms often block basic SEO updates like meta tags, load speed, or schema.
Fix It:
- Flag pages slowed by old servers or heavy scripts
- Confirm all page types allow editing of key tags
- Check schema support and page template consistency
- Recommend CMS upgrades when needed
Pro Tip: Run a crawl of templated URLs such as blog posts or product pages. Check for editable title tags, meta descriptions, H1s, and schema. If these elements can’t be updated, flag the templates for a CMS upgrade or development support.
Search experience gaps across buyer roles
B2B buyers include multiple roles, each with unique search behavior.
Fix It:
- Ensure technical docs and integration pages are crawlable and reachable
- Optimize executive content like ROI tools and reports
- Align pricing, onboarding, and decision pages to high-intent keywords
- Map content to each buyer role and funnel stage
Pro Tip: Run a crawl of templated URLs such as blog posts or product pages. Check for editable title tags, meta descriptions, H1s, and schema. If these elements can’t be updated, flag the templates for a CMS upgrade or development support.
JavaScript heavy pages that hurt SEO
JavaScript can block search engines from reading key content.
Fix It:
- Use Google’s URL Inspection Tool to check rendered vs. raw HTML
- Add static HTML fallbacks for key content
- Avoid using JavaScript to inject links or core content
- Keep foundational content visible in HTML
Pro Tip: Use Google’s URL Inspection Tool to compare rendered HTML with raw HTML. If key content is missing in the rendered version, move it to server-side or static HTML. Also, avoid using JavaScript to inject internal links, as Google may not crawl them.
Security layers that block crawlers
Firewalls, login gates, and whitelists can block search engines unintentionally.
Fix It:
- Test key pages with Google’s Mobile-Friendly or Rich Results test
- Simulate bot crawls with Screaming Frog
- Whitelist Googlebot IPs in firewalls or CDNs
- Avoid login walls on product, solution, or resource directories
- Review robots.txt for accidental blocks
Pro Tip: Run Screaming Frog in Googlebot mode with JavaScript rendering enabled to simulate real crawler behavior. Identify if firewalls, login walls, or CDNs block key pages, then cross-check blocked paths in your robots.txt and server logs.
Run a strategic competitor SEO analysis
Ranking means beating domains that already own your keywords, not just your product competitors.
Fix It:
- Use Ahrefs or Semrush to find SEO competitors
- Analyze their top pages, internal linking, and metadata
- Study their calls-to-action and content structure
- Track domain authority and backlink trends
- Use insights to outperform and differentiate
Pro Tip: Go beyond keyword overlap. Use Ahrefs’ Content Gap and Best by Links reports to find competitor pages ranking without strong backlinks. Then, use Screaming Frog to map internal links and identify hub pages. Mirror the strategy with stronger execution.
Set up the right tools
You can’t fix what you don’t track.
Tool Stack:
- Google Search Console – crawl stats, indexing, search performance
- Google Analytics 4 – traffic sources, conversions and more
- Screaming Frog – crawl and on-page SEO
- Ahrefs / Semrush – backlinks, keywords, competition
- PageSpeed Insights – load speed
- Schema tools – rich results testing and schema.org
- Looker Studio / Databox – dashboards and tracking
How to conduct a content SEO audit
Strong B2B SEO starts with relevant, high-quality content.
If your pages don’t align with target search intent, technical fixes won’t produce lasting results.
A B2B Content SEO Audit helps clarify three essential questions:
- Are you targeting the right search queries?
- Does your content align with user intent?
- Are there underperforming pages that may be weakening your overall authority?
Let us break these down further.
Review your keyword targeting
Start by identifying which queries drive traffic to your site and whether they match your ideal customer profile (ICP).
Use tools like Google Search Console, Ahrefs, or Semrush to identify:
- The pages receiving the most organic clicks
- The keywords triggering impressions and clicks
- Keywords that are ranking between positions 11–20 (quick wins)
- Pages with impressions but no clicks (likely meta or intent mismatch)
Once you’ve gathered this data, ask yourself:
- Are these keywords bringing in the right kind of visitor?
- Are these pages aligned with my company goals?
- Do I have coverage across the full buyer journey?
Strong content targeting means ranking with purpose, not just visibility.
Analyze content quality and relevance
A keyword-optimized article alone won’t rank.
Google rewards pages that are both relevant and genuinely helpful.
Start by auditing every indexable page using tools like Screaming Frog to export all URLs.
For each page, assess:
- What’s the intent behind this content?
- Is the copy clear, original, and genuinely useful?
- Does the structure help users scan and engage?
- Is the page connected to others via internal links?
- Is it aligned with your business priorities?
Identify thin, duplicate, and outdated content
Three silent issues hurt SEO performance: thin content, duplicate content, and outdated content.
- Thin content lacks depth and offers no real value, often created just to target keywords.
- Duplicate content splits authority and confuses search engines by repeating the same message across pages.
- Outdated content includes obsolete products, expired offers, or old data that reduce credibility.
To identify these issues:
- Use Screaming Frog to find duplicate H1s, titles, or near-identical content
- Sort pages by word count and time-on-page to locate thin content
- Check Google Search Console to find pages with declining clicks
- Use the Ahrefs Content Gap tool to see what your competitors are covering that you are not
Each weak page must have a purpose. If it doesn’t bring in traffic, rank, links, or conversions, it needs to be reworked or removed.
Audit topic clusters and Internal Links
Search engines reward topical authority, not isolated content.
Build connected content clusters around core topics your business wants to own.
Start by identifying subjects tied to your products, services, or common buyer problems.
Then, check:
- Does each topic have a central “pillar” page?
- Are there supporting articles linked to that page?
- Are those links optimized with relevant anchor text?
- Is there internal navigation that makes the structure clear to both users and crawlers?
If your site lacks structure, build it by adding internal links from blogs to service pages, using breadcrumbs, and connecting related articles.
Map each page to a buyer stage
B2B buyers take time and visit multiple pages, so your content must guide them through every stage of the journey.
How to run a technical B2B SEO audit
Content drives discovery, but technical SEO ensures your B2B site can be found, crawled, and indexed.
Without a solid technical foundation, visibility remains limited regardless of content quality.
This section addresses infrastructure issues that reduce performance, crawl efficiency, and user experience.
Verify Indexation
Start by checking whether your most valuable pages are being indexed by search engines.
Use Google Search Console to:
- Review coverage reports for warnings or exclusions
- Identify pages marked as crawled but not indexed
- Check for unexpected no-index tags or blocked resources
Also inspect individual URLs to confirm whether Googlebot sees and stores them as expected.
If critical pages are missing, investigate: Crawl depth and internal link structure, Canonical and meta tags, Robots.txt rules and sitemap accuracy
You cannot optimize what isn’t indexed. This is always the first step.
Audit the Sitemap
Your sitemap acts as a guide for search engines. It should only include valid, canonical, indexable URLs.
To audit it:
- Visit your sitemap.xml and test it in Search Console
- Remove any 404s, redirects, or non-indexable pages
- Ensure canonical tags match what’s listed
- Confirm your sitemap includes key commercial pages
A cluttered or outdated sitemap dilutes crawl efficiency and sends poor signals.
Check On-Page elements
Every page must communicate relevance clearly and consistently.
Run a full crawl with Screaming Frog.
Focus on:
- Title tags: Are they unique, concise, and keyword-aligned?
- Meta descriptions: Do they encourage clicks with clear summaries?
- H1s Tags: Is each page using a single, accurate headline?
- Image alt text: Is it descriptive and relevant?
- Canonicals: Do they reflect the preferred version?
These basics affect how your pages are displayed in search and interpreted by crawlers.
Test speed and Core Web Vitals
Fast pages improve UX and contribute to rankings. Use Google PageSpeed Insights to assess:
- Largest Contentful Paint (LCP)
- Cumulative Layout Shift (CLS)
- First Input Delay (FID)
- Cumulative Layout Shift (CLS)
Flag slow templates, bloated scripts, and render-blocking elements. Optimizing speed also improves engagement and lowers bounce rates.
Confirm Mobile Optimization
Google uses mobile-first indexing, so your site must be fully functional and user-friendly on all mobile devices.
Validate this by:
- Running the Mobile-Friendly Test
- Browsing the site manually across devices
- Checking for tap target issues, text sizing, and responsive layout problems
If your mobile experience fails, your rankings decrease.
Review Internal and External Links
Links influence authority and discoverability, while broken or weak links reduce credibility and limit crawl depth.
Audit your link health:
- Fix broken internal links (use Screaming Frog to Audit)
- Eliminate redirect chains
- Identify orphan pages and connect them contextually
- Check anchor text for clarity and variation
Also evaluate key external links pointing to high-value content. Reinforce those internally to maximize equity flow.
Audit link health and redirect chains
Broken or excessive redirects harm user trust and SEO performance.
During your audit:
- Identify and fix broken internal and outbound links
- Eliminate redirect chains (two or more redirects in a row)
- Create a useful and branded 404 page that directs users back to valuable content
- Track down orphan pages with no inbound links and connect them contextually
A healthy link structure supports crawlability, authority flow, and visitor engagement.
Audit images for performance and SEO
Images affect both page speed and relevance. Improperly handled, they can slow down your site and miss opportunities to reinforce content topics.
Check the following:
- Compress images using tools like TinyPNG or ShortPixel without compromising quality
- Use descriptive, keyword-aligned file names
- Implement responsive image formats (e.g., WebP or AVIF)
- Add alt text that is descriptive and supports accessibility
- Remove unnecessary media assets that do not serve a content or visual purpose
Optimized images contribute to faster load times, better user experience, and stronger on-page SEO signals.
Inspect Robots.txt and crawl rules
Misconfigured rules can block search engines from accessing key areas.
Review your robots.txt file:
- Are any key folders disallowed unintentionally?
- Is the sitemap path listed?
- Are noindex directives used on valuable content?
Make sure nothing important is being excluded from discovery.
Validate structured data
Schema markup clarifies content for search engines and enables rich results that enhance visibility.
Use the Rich Results Test and Schema Validator to confirm:
- Article and blog schema is implemented
- Product and service pages use appropriate markup
- FAQs, breadcrumbs, and reviews are eligible for enhancement
For B2B sites, prioritize schema types such as:
- Organization: Enhances knowledge panels and trust
- Product or SoftwareApplication: For product/service pages with features and pricing
- FAQ and How-To: Supports featured snippets and voice search
- Breadcrumb: Improves navigation signals
- Review or Testimonial: Builds credibility in SERPs
Testing schema types regularly ensures they remain valid as site content and structure evolve.
Structured data won’t guarantee rankings, but it improves interpretation and presentation.
Local SEO audits for B2B
Local SEO is just as important in B2B as it is in retail or consumer services. If your company serves regional markets, conducts in-person meetings, or maintains physical office locations, your local visibility directly influences how potential clients discover and evaluate your brand.
Despite its impact, local SEO remains one of the most commonly overlooked areas in B2B SEO audits, often leaving trust signals and search opportunities on the table.
Why Local SEO still matters in B2B
B2B buyers often search for providers with a local presence, especially when dealing with logistics, regulations, or partnerships that require regional expertise. Even SaaS companies with no storefronts benefit from showing up in local searches.
Here’s why it matters:
- A verified local presence increases buyer confidence, especially in industries where relationships and reliability matter.
- Google’s local ranking signals can improve your organic visibility, especially for location-modified queries.
- Strong local profiles support regional sales teams, channel partnerships, and in-person service models.
In short, showing up locally makes your brand feel real.
How to audit your Local SEO
This is not about Yelp reviews or check-ins. Your audit should focus on the fundamentals that improve visibility and trust across B2B buyers, procurement officers, and search engines.
1. Verify NAP consistency
Your Name, Address, and Phone (NAP) must match exactly across all listings and your website. Inconsistencies confuse both Google and potential clients.
Audit steps:
- Compare your NAP across Google Business Profile, your website footer, LinkedIn, Crunchbase, local directories, and any association memberships.
- Use tools like Semrush Listing Management or BrightLocal to spot inconsistencies.
- Fix mismatched entries—pay special attention to abbreviations, formatting, and old phone numbers.
Consistency is non-negotiable. Google treats NAP like a trust signal.
2. Review Google Business Profile (GBP)
Even if you never meet clients at your office, you should still claim and optimize your Google Business Profile.
Audit Steps:
- Complete profiles with business categories, services, and descriptions.
- Accurate hours, even for remote teams.
- Updated photos, especially of team members or events.
- Links to your website, booking forms, or contact page.
- Verified reviews (even a few help build credibility).
In B2B, your Google Business Profile shapes first impressions by appearing in branded and location-based searches, even if it doesn’t drive foot traffic.
3. Audit and update local listings
Beyond Google, there are dozens of directories and aggregators that influence local SEO rankings.
Audit Steps:
- Business listings in platforms like Bing Places, Apple Maps, Yelp, and niche directories in your industry.
- Company pages on local business associations, chambers of commerce, and B2B marketplaces.
- Presence in aggregators like Factual, Yext, and Localeze (often through a data provider).
You don’t need to be on every platform, but your listings must be accurate and consistent wherever they appear.
Check local keyword optimization
Many B2B websites forget to include geographic signals on service pages, contact pages, and meta tags.
Audit Steps:
- Title tags and H1s for city or region mentions where relevant.
- On-page mentions of your operating regions, partner cities, or service territories.
- City-specific landing pages if you operate in multiple locations.
Avoid keyword-stuffing, but if geography matters to your business, reflect it naturally in your content and site structure.
How to measure the ROI of a B2B SEO Audit
Many SEO audits end with a checklist, but effective ones drive measurable growth.
Without clear impact, even strong audits look like a cost.
Track key metrics, report clearly, and tie improvements to revenue to prove business value.
Define SEO KPIs from the start
Before making changes, define success clearly.
A strong audit may reveal many issues, but only a few affect revenue directly.
Align your audit with KPIs that matter to both marketing and sales:
- Growth in organic traffic to commercial pages (beyond just blog views)
- Increase in qualified leads or demo requests from organic search
- Increased revenue from source
- Conversion rate by landing page and acquisition page
- Growth in rankings for high-intent keywords
- Improved engagement metrics like time on page and bounce rate
- Index efficiency: total indexed pages vs. total valid pages
These metrics are actionable, aligned with business goals, and give you the data to show how SEO drives results.
Use monthly ROI tracking
Create a monthly SEO reporting cadence to track progress consistently instead of waiting six months.
For each cycle, track:
Attribute SEO gains to Audit actions
- The date of the change
- The type of change made
- The affected URL
- The expected outcome
- (traffic, engagement, conversions)
In future reports, reference specific changes when performance shifts to show a clear link between action and outcome and prove the audit delivered real impact.
Use simple notations to track impact, such as:
“March 14 – Rewrote H1s and titles for /services/demand-generation → 38% lift in CTR, 22% increase in MQLs after 30 days.”
This clarity is what separates you from other B2B marketers.
Report for stakeholders
Your audit succeeds not just through technical fixes but by being clearly understood by decision-makers.
When building reports, think like a strategist:
- Translate improvements into pipeline, revenue, and deals.
- Use visuals: trendlines, traffic overlays, revenue lifts.
- Include “What we did”, “What it impacted” and “What’s next.”
If your CEO or revenue leader sees the connection between your SEO work and actual business growth, you win more budget, buy-in, and internal support.
Leave your next B2B SEO audit to DGmarks
B2B SEO is not just about rankings.
A full audit reveals how your site performs and where to focus for impact.
DGMarks delivers comprehensive B2B SEO audits that go beyond surface checks.
Our experts identify the technical, content, and strategic gaps holding you back and turn insights into clear growth strategies.
B2B SEO Audit FAQs
1. What makes a B2B SEO audit different from a B2C audit?
B2B SEO audits focus on longer sales cycles, multiple decision-makers, and high-intent, low-volume keywords. While B2C often targets impulse buys and broad appeal, B2B SEO must align content and structure with complex buyer journeys and niche industry needs.
2. How often should a B2B company perform an SEO audit?
We recommend conducting a full SEO audit every six months. However, if your site structure has changed significantly, new products have launched, or search performance has dropped, an earlier audit may be necessary to recalibrate your strategy.
3. Can an SEO audit really impact lead generation?
Yes. A well-executed audit identifies content gaps, keyword misalignment, and technical issues that directly affect how your site ranks for high-intent queries. Fixing these improves your visibility to the right buyers, driving more qualified traffic, demo requests, and inbound leads.
4. Will the audit help with rankings or conversions—or both?
Both. B2B SEO Audits focus on improving technical performance and aligning content with buyer intent. This not only boosts search rankings but also ensures that visitors are more likely to engage, trust, and convert.
5. How long does a full SEO audit take?
Typically, a comprehensive B2B SEO audit takes 2 to 4 weeks, depending on the size and complexity of your website. We prioritize high-impact opportunities early and deliver a clear roadmap for implementation.
