Tom Lindmeier’s Blog @ MarketPlanB

Performing an SEO audit is actually a relatively straight forward process. There are numerous resources that provide checklists with step-by-step details on how to get it done. I’ll provide links to resources at the bottom of this article. In most cases the technical details can be implemented quickly by your web developer. But the next step is where most SEO efforts fail.

Once you have SEO optimized your site, the real challenges begin. It’s similar to building a baseball stadium, but now you need to field a team and put fans in the seats. The science of SEO is straight forward.  The art of SEO is where efforts fall short.

Effective SEO consultants earn their reputation by performing these 3 functions better than everyone else.

Build the quality and quantity and of content. Content needs to be truly relevant and of interest to users. User generated content is also a key ingredient.
Integrate keywords into content and metadata. Your keyword strategy needs to be backed by a significant amount of research and supported by your analytics.  If you’re competing with a dozen SEO goliaths, you’ll need a niche strategy if you’re not willing to pony up a budget that allows you to go head-to-head.
Master the art of link building. Directory submissions and connections to marginally related sites with link exchanges won’t cut it. Sophisticated link builders leverage all employees, vendors and colleagues and develop relationships like a top-notch salesperson.

SEO Audit Resources:
Google Search Engine Optimization Guide
15 Minute SEO Audit
SEO Best Practice Checklist
Ultimate SEO Audit Checklist