The B2B Guide to Smarter Site Audits: Fixing the Leaks Before You Scale

Jared

11 Jun 2025 — 4 min read

Before you crank up your SEO strategy, launch a campaign, or expand your website, there’s one crucial step that too many B2B business owners skip:

👉 A full site audit.

Think of it this way: you wouldn’t pour money into a leaky sales funnel, so why do it with your website?

Whether you're targeting local SEO, investing in enterprise SEO, or just trying to improve your organic performance, a site audit is your diagnostic tool — revealing where your site is underperforming, misaligned with search intent, or technically broken.

In this guide, we’ll walk through the components of a smart, actionable site audit for B2B companies — with tips for different stages of business, from lean startups to multi-location firms. We’ll also touch on Google Business updates and how they fit into your audit process.

Let’s dive in.

Why Every B2B Business Needs a Site Audit

SEO doesn’t fail because business owners are lazy. It fails because most don’t know why their site isn’t ranking — or how to fix it.

That’s what a site audit solves. It tells you:

Where you're losing traffic or leads
Which pages are holding your rankings back
What technical issues are stopping Google from seeing your site properly
Where your content lacks authority or relevance

It’s not just about checking boxes. It’s about unlocking growth.

What a Smart B2B Site Audit Should Include

Here’s a breakdown of what to include — explained in plain language, not SEO jargon.

🔍 1. Technical SEO Review

Before anything else, you need to make sure your site is functionally visible to search engines.

Check:

Crawlability: Can Googlebot access all your key pages?
Indexation: Are there pages you don’t want indexed (like test or duplicate pages)?
Site speed: Are your pages loading in under 3 seconds?
Mobile-friendliness: Is your site responsive and easy to use on smartphones?
HTTPS and security: Is your SSL certificate valid?

Tool suggestions: Google Search Console, Screaming Frog, Semrush Site Audit

🧱 2. On-Page SEO Analysis

This is where your content meets the search engine. Every key page should be:

Targeting a clear keyword or search intent
Using a single, optimized H1 tag with supporting headings (H2, H3)
Containing a title tag and meta description that encourage clicks
Properly structured with internal links to other relevant pages
Written in a way that’s useful for both humans and search engines

Tip: Don’t stuff keywords — but do make sure your page is about something specific, and says so in the right places.

B2B sites often sprawl as new product pages, case studies, blog posts, and service pages get added. Without a strategy, it becomes a mess.

Check for:

Broken internal links
Orphaned pages (pages that aren’t linked to from anywhere)
Logical site structure (can someone get from the homepage to your product pages in <3 clicks?)

Use tools like Ahrefs’ Site Audit or Screaming Frog to see which pages need better connectivity.

✍️ 4. Content Relevance and Coverage

Content is still king — but only if it’s strategic.

Questions to ask:

Does your site have pages for all your key services or offerings?
Are your blog posts addressing top questions from your target buyers?
Do you cover multiple stages of the buying journey (awareness, consideration, decision)?
Is your content thin or outdated?

Pro Tip: Don’t just produce content for the sake of it. A B2B content strategy should be about owning topics and solving problems.

🧭 5. Local SEO Audit (if applicable)

If you're targeting specific regions or cities, even as an enterprise, local SEO matters.

Audit your:

Google Business Profile — is it optimized with categories, images, hours, posts, and FAQs?
NAP citations — are your name, address, and phone number consistent across the web?
Localized pages — do you have individual landing pages for each city or region?

Watch out: Google frequently updates its local ranking factors, so audit your profile quarterly.

🌐 6. Enterprise SEO-Specific Checks

If you’re managing a large site (100+ pages or 10+ locations), there are additional concerns:

Duplicate content across location/service pages
Pagination and indexing issues
Scalable metadata generation
Internal link cannibalization (where two similar pages compete for the same term)
Structured data implementation (schema markup)

Running a scheduled audit monthly will help you avoid slow SEO degradation over time.

How Often Should You Audit?

Here’s a general cadence:

Quarterly — For fast-moving B2B sites, product updates, or multi-region SEO campaigns
After major changes — Site migrations, CMS redesigns, new product launches
Before any major SEO investment — Ads, link building, or heavy content spend

You can also set up automated crawl alerts in tools like Sitebulb or Semrush to notify you when problems arise.

Site Audit Red Flags: What to Watch For

Some audit findings should trigger an immediate response:

🚨 404 Errors on high-traffic pages
🚨 Pages that are indexed but not mobile-friendly
🚨 Duplicate title tags across key service/product pages
🚨 Missing or outdated Google Business information
🚨 Pages with no incoming internal links

These aren’t just SEO issues — they’re business opportunity leaks.

Incorporating Google Business Profile into Your Audit

For local and hybrid B2B brands, Google Business Profile (GBP) is your second homepage.

During your audit:

Check your GBP info against your website: any inconsistencies?
Are you posting updates, offers, or articles through GBP?
Do your photos and services reflect your current business model?
When was your last review reply? (Google likes engagement.)

New in 2025: Google has added more emphasis on GBP post frequency and engagement, including responses to Q&A and photo uploads.

DIY vs Hiring an Expert: What Makes Sense?

A basic audit is DIY-able with free tools like:

Google Search Console
PageSpeed Insights
Screaming Frog (Free version)
Ahrefs Webmaster Tools

But for deeper technical or multi-location audits, hiring an SEO expert saves time — and prevents costly mistakes like accidental de-indexing or internal cannibalization.

If your SEO strategy is the vehicle, your site audit is the dashboard.

It helps you steer clearly, avoid costly detours, and make smart, informed decisions. Whether you're investing in local SEO, scaling through enterprise SEO, or managing your Google Business presence, a smart audit tells you where you are — and what to fix before pushing forward.

SEO is long-term growth — but only if you're building on solid ground.

FAQs

Q: What’s the difference between a site audit and a technical SEO audit?

A full site audit includes technical SEO but also checks content, UX, local optimization, and internal strategy. Technical SEO focuses more narrowly on crawlability, speed, and indexation.

Q: How long does a full B2B site audit take?

A basic audit can take 2–3 hours. A more thorough audit for large sites or multi-location businesses may take 1–2 days with recommendations.

Q: Can a site audit help with lead generation?

Absolutely. Fixing broken pages, improving content, and speeding up your site directly impacts user experience — and better experience means better conversion rates.