If your spray foam insulation business isn’t getting much traffic from Google, your website may need some adjustments. An SEO audit helps you find problems that prevent your site from showing up in search results and gives you a clearer idea of what to fix.
This guide explains the basics of checking your site so it can perform better online.
What Is an SEO Audit?
An SEO audit is a review of your website. It checks how well your pages are set up for search engines. For a spray foam contractor, this means making sure people searching for insulation in your area can find your services.
1. Check Site Function and Access
Start by making sure your site can be found and used properly.
- Use Google Search Console to see if your pages are being indexed.
- Look for errors like pages that return “404 not found.”
- Make sure your site works on phones and loads quickly.
- Confirm that your sitemap is submitted and your robots.txt file doesn’t block important pages.
2. Look at How Pages Are Built
Each page should be easy to read and clearly describe the service you provide.
- Use accurate page titles, including the service and city.
- Write short, clear meta descriptions.
- Break up text using headers (H1, H2).
- Add alt text to images to describe what’s in them.
3. Focus on Local Presence
If you work in a specific area, your site should reflect that.
- Keep your business name, address, and phone number the same across your website and all directories.
- Update your Google Business Profile with photos and correct hours.
- Use local markup (schema) to help search engines understand where you are.
4. Test Speed and Mobile Layout
Most people search from their phones, so your site should work well on mobile.
- Run your site through PageSpeed Insights or GTmetrix.
- Compress large images.
- Limit the number of plugins or third-party scripts.
- Use clean code and fast hosting.
5. Review Links from Other Sites
Search engines trust your site more if other websites link to it.
- Use a tool like Ahrefs or SEMrush to see who links to you.
- Avoid spammy or low-quality links.
- Get links from local directories, trade groups, or suppliers if possible.
6. Review the Content
Go through your site to see if the content matches what customers are looking for.
- Each service and city should have its own page.
- Use clear terms that people actually search for.
- Avoid repeating the same keywords too often.
- Make sure your blog, if you have one, is helpful and relevant.
7. Make a Fix-It List
Once you’ve gone through your site, write down what needs to be updated or repaired.
Examples:
- Fix broken links
- Update old titles and descriptions
- Improve page load speed
- Clean up or rewrite content
- Update local listings
Website SEO Checklist (Summary)
| Area | What to Check | Tools to Use |
| Site Function | Indexing issues, broken links | Google Search Console, Screaming Frog |
| Page Setup | Titles, headers, image text | Rank Math, Yoast SEO |
| Local Info | NAP accuracy, maps listings | Moz Local, BrightLocal |
| Speed & Mobile | Load time, mobile use | GTmetrix, PageSpeed Insights |
| Backlinks | Who links to you and how | Ahrefs, SEMrush |
| Content Review | Keyword use, relevance, page structure | Ubersuggest, Keyword Planner |
Final Notes
An SEO audit helps you understand what’s working and what isn’t. It gives you a list of changes to make so more people can find your business online. You don’t need to be an expert to get started—just take it one step at a time.
Frequently Asked Questions
1. What is an SEO audit?
An SEO audit is a way to check your website for problems that might stop it from appearing in search engine results. It looks at things like broken pages, slow load times, and missing information.
2. How do I know if my website has SEO issues?
You can use free tools like Google Search Console to see if pages are missing, broken, or slow. If your site isn’t showing up when people search for services in your area, you may need to make changes.
3. Why is mobile performance important?
Most people search from their phones. If your website is hard to use or slow on mobile, they’ll leave quickly—and search engines will notice that.
4. Do I need to hire someone to do an SEO audit?
No. Many parts of an SEO audit can be done on your own using free tools. But if you want a deeper look or faster results, working with someone who understands SEO can help.
5. How often should I audit my website?
It’s a good idea to review your site every few months or whenever you make big updates to your content, layout, or services.
Spencer is a Google ranking expert and SEO consultant who has helped businesses in the spray foam marketing industry achieve their online marketing goals. Spray Foam Genius Marketing has a proven track record of success, having achieved some impressive results for his clients.