Abstract: Search engine optimization (SEO) is a critical element in digital marketing, directly influencing a website's visibility, usability, and long-term competitiveness. As businesses increasingly rely on digital platforms to engage with customers and drive conversions, optimizing their online presence has become essential for sustainable growth. This paper presents a structured SEO audit of a mid-sized website, applying a comprehensive framework that evaluates technical infrastructure, on-page content elements, keyword integration, backlink profiles, and user experience design.
The analysis identifies several areas of concern, including slow page speed, inconsistent meta tags, broken internal links, underutilized keyword strategies, and a weak backlink profile—each of which significantly impacts the site's performance in search engine results pages (SERPs). Additionally, user engagement is hindered by a lack of strong calls-to-action and content depth, limiting both discoverability and conversion potential.
Through the synthesis of audit findings, this study proposes a strategic set of recommendations designed to enhance organic performance, improve indexability, and align the website with current SEO best practices. These recommendations encompass technical optimizations, content enrichment strategies, and authority-building techniques. The insights presented in this paper not only serve as a diagnostic tool for the audited website but also provide a replicable model for SEO practitioners aiming to improve search visibility, user satisfaction, and digital impact across industries.

Keywords: SEO audit, technical optimization, keyword analysis, backlink profile, digital visibility, user experience

| DOI: 10.17148/IARJSET.2025.12516