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Digital Marketing - Study Notes:

What is the function of search audits?

Search audits allow you to establish a current standing of your search marketing activity.

Audit the current status of your search marketing channels by analyzing the following factors:

  • Technical SEO: How well is your site adhering to Google’s best practices? Is it accessible for crawlers? And does it provide an optimal user experience across devices?
  • SEO rankings performance: How frequently does your site rank on local search engines? And in which positions? Does it rank via text, image, video, or news results?
  • Adherence to Google Ads best practices: Does your paid search account follow all best practices? Are you making the most of the targeting capabilities available to you?
  • Content marketing performance: Is your content created to drive brand awareness, how consumers research or drive acquisition?
  • Display and video ad performance: What role does your display and video activity play in relation to the channels above?

In addition, benchmarking your current performance against the competition provides insight into how much investment will be required to succeed.

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Clark Boyd

Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.

Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing. 

Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on Twitter (X)LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi,tech.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Strategy and Planning
    Clark Boyd
    Skills Expert

    This module covers the key steps for planning and implementing a search marketing strategy for your organization. It addresses the key components in an effective search marketing strategy and outlines best practices for planning and research. It also covers how to execute a strategy and evaluate the performance of a search marketing campaign.