The Ultimate Guide to Performing an SEO Audit and Setting Effective Goals

Gina Martinez

Gina Martinez

Sep 13, 20233 min read


The Ultimate Guide to Performing an SEO Audit and Setting Effective Goals


Performing an SEO audit is crucial for ensuring the success of your website in search engine rankings. It helps identify areas that require improvement and provides insights into optimizing your content and website structure. In this article, we will explore the key elements of an SEO audit and how to set effective goals to achieve desired outcomes.

1. Duplicate Content and Keyword Cannibalization:

One of the most significant issues that arise in SEO audits is duplicate content. Google becomes confused when multiple articles with similar content are published, leading to indexation problems. To avoid this, it is crucial to ensure that each piece of content on your website is unique and serves a distinct purpose.

Similarly, keyword cannibalization occurs when you focus your efforts on ranking for a particular keyword from multiple pages. This confuses search engines, as they can only prioritize one page as the best option. Consequently, the other pages become useless and inaccessible to search engines. To address this, it is essential to conduct a thorough content analysis and optimize each page for different keywords or topics.

2. Outcome-Oriented vs. Process-Oriented Goals:

When setting goals, it is important to consider the type of goals that will be most effective. Outcome-oriented goals focus on the desired end results, such as achieving a specific rank on search engine result pages (SERPs). While these goals provide a clear target, they often neglect the process required to achieve them.

On the other hand, process-oriented goals prioritize the day-to-day actions that lead to desired outcomes. By focusing on the steps and strategies necessary to improve SEO, you can be confident that consistent efforts will eventually produce the desired results. It is crucial to strike a balance between outcome-oriented and process-oriented goals to ensure a comprehensive and sustainable SEO strategy.

3. Connecting SEO Audit and Goal-Setting:

Performing an SEO audit and setting effective goals go hand in hand. A thorough audit helps identify the areas that need improvement, providing insights that can inform goal-setting. For example, if the audit reveals issues with duplicate content or keyword cannibalization, the goal could be to optimize content and ensure each page targets specific keywords.

Furthermore, the audit may uncover technical issues, such as slow page load times or broken links. In this case, the goal could be to enhance website performance and user experience by optimizing website speed and fixing broken links. By aligning the audit findings with goal-setting, you can prioritize the most critical areas for improvement and ensure a holistic approach to SEO optimization.

Actionable Advice:

1. Conduct a comprehensive content analysis to identify and resolve any issues related to duplicate content and keyword cannibalization. Ensure that each page serves a unique purpose and targets specific keywords.

2. Strike a balance between outcome-oriented and process-oriented goals. While it is important to have clear targets in mind, focusing on the daily actions and strategies required to achieve them will lead to long-term success.

3. Connect your SEO audit findings with goal-setting. Use the insights gained from the audit to prioritize areas for improvement and set specific goals that address the identified issues, such as optimizing website performance or enhancing content quality.


Performing an SEO audit and setting effective goals are essential for optimizing your website's visibility and performance in search engine rankings. By addressing issues such as duplicate content and keyword cannibalization, and aligning audit findings with goal-setting, you can create a comprehensive SEO strategy that yields long-term success. Remember to conduct regular audits and adapt your goals as needed to stay ahead in the ever-evolving world of SEO.


  1. "How to Perform an SEO Audit: The Complete Guide", (Glasp)
  2. "LU #36: Which type of goal is most effective?", (Glasp)

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