B2B Digital Marketing Audit: How to Improve SEO Performance Through Organic Search
Estimated Read Time: 6 minutes
Intended Audience: SEO Specialists, Digital Marketers and Content Managers within the B2B Industry
With so many SEO tactics, tools, and ranking factors to consider, it’s easy to feel overwhelmed. You may be asking yourself: Which strategies should I focus on? Are my SEO efforts actually working? How is my organic search performance trending?
In this blog, we’ll walk you through how to audit your organic search performance using trusted tools like Google Search Console, Google Analytics, Bing Webmaster Tools, and Microsoft Clarity. Whether you’re trying to optimize content, improve rankings, or identify gaps in your strategy, this guide will help you take practical steps to enhance your SEO performance.
What is an SEO Performance Audit?
An SEO audit serves as a comprehensive evaluation of your website’s visibility in search engines. It identifies technical issues, content gaps, and keyword opportunities that may be affecting your site’s performance. By auditing and optimizing your website’s SEO, it allows your website to rank higher in organic search results, helping potential clients find your business more easily.
Search engines are constantly evolving, and regular SEO audits ensure you’re not falling behind by helping you:
- Detect technical or performance issues early
- Adapt to algorithm updates from Google and Bing
- Maintain or improve search rankings over time
- Uncover opportunities to optimize underperforming content
Auditing Organic Search Performance with Google Search Console
Key GSC Features
Google Search Console offers several features that provide deep insight into how your website performs in organic search. Here’s where to focus:
- Search Traffic Analysis: The Performance report helps you understand how users are finding your site through search. Use it to identify the queries that are driving traffic to your site and analyze click rates and impressions to identify top performing pages.
- Crawl Errors: GSC’s Pages and Crawl Stats reports surface issues that may be blocking search engines from properly accessing your content. Monitor for 404 errors, server response errors, and redirect issues, such as loops or broken redirect chains.
- Sitemaps and Indexing: Submit a clean and up to date sitemap that excludes broken or duplicate URLs and review the Index Coverage report to confirm that submitted pages are being indexed as expected.
Enhance Your SEO Performance with Google Analytics (GA4)
While Google Search Console provides a view into how your site performs in search, Google Analytics (GA4) gives you a deeper understanding of what users do once they land on your site.
GA4 complements your SEO efforts by offering detailed behavioral conversion data. These key behavior metrics provide valuable insight into how users interact with your content after clicking through from search:
How to Track Conversions in GA4 to Measure SEO Performance
A conversion refers to the key action you want users to take on your website, whether it’s signing up for a newsletter, submitting a contact form, or registering for a webinar. What qualifies as a conversion can vary depending on the goal of each campaign, making it essential to define these actions based on what success looks like for you. Once you’ve identified those actions, GA4 allows you to mark them as key events, ensuring they’re highlighted in your reports. These conversions are then tracked across various reports like the Key Events, User Acquisition, and Attribution Paths, giving you valuable insights into how users interact with your site and where they’re dropping off.
Using GA4 Reports in Your Digital Marketing Audit
Aside from individual metrics, GA4 offers extensive reporting capabilities that can further support your SEO audit. With audience segmentation, you can analyze organic traffic by device, location, source, or behavior to identify which user groups are engaging or converting. The path exploration tool visualizes how users navigate through your site, helping you identify high-exit pages and successful content paths.
Conducting an SEO Organic Search Audit with Bing Webmaster Tools
While Google Search may dominate the conversation around SEO, Bing still holds a significant share of organic traffic, particularly in B2B and Microsoft-aligned environments. For Microsoft Partners, Bing Webmaster Tools is an essential and often underutilized platform for expanding search visibility and optimizing site performance.
Bing Webmaster Tools is a free SEO toolkit from Microsoft designed to help you monitor, maintain, and improve your website’s presence in Bing search results. Like Google Search Console, it provides visibility into how your site is indexed, how users are finding it, and what issues may be preventing you from ranking higher.
Key Features to Support Your SEO Digital Marketing Audit
- Conducting Health Checks: Bing’s Site Scan feature offers a technical audit of your website to help identify critical issues that may impact SEO performance. This includes broken internal links, missing or duplicate metadata, slow page load times, and mobile usability concerns.
- Identifying and Resolving Security Issues: Security threats like malware, phishing attempts, or compromised content can severely impact your site’s credibility and visibility in search results. Bing’s Security Report proactively flags these issues, allowing you to address them quickly and avoid being removed from Bing’s index.
- Monitoring Performance Metrics: The Search Performance report shows how your pages perform in Bing search, including impressions, clicks, CTR, and keyword rankings. You can also monitor index coverage, crawl activity, and inbound links to gain a clearer understanding of how Bing is interacting with your site.
Gain Deeper Insights into Your SEO Performance with Microsoft Clarity
Behavioral Insights That Drive SEO Improvements
Unlike traditional analytics platforms that focus on quantitative data, Microsoft Clarity delivers qualitative insights that help you uncover the why behind user behavior. Heatmaps provide a visual breakdown of user activity which is particularly useful for evaluating SEO landing pages and helping you assess whether your most important content is actually engaging users. Session recordings capture real user journeys through your site. These recordings can reveal confusing navigation patterns, rage clicks, or unexpected exit points.
