Passed on 7 April, 2025
4. Digital presence audit
This lesson will guide you through the components of an audit, the gaps and opportunities it can uncover, and practical steps to complete one effectively.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Discover what an audit reveals about online visibility and performance.Identify key components of a successful audit.Recall steps to conduct an audit using both traditional and AI tools.
Learning objectives
By the end of this lesson, you’ll be able to:
Discover what an audit reveals about online visibility and performance.
Identify key components of a successful audit.
Recall steps to conduct an audit using both traditional and AI tools.
Understanding audits in the digital landscape
In today's highly competitive online market, businesses must ensure their digital presence is not only visible but effective. A digital presence audit helps businesses identify their strengths and weaknesses to stay ahead.
What is a digital presence audit?
A digital presence audit is a systematic evaluation of a business's online footprint, covering how easy it is to find the business, the completeness of its information, and how well it engages customers.
What an audit could tell you
Gap identification
Identify missing channels or incomplete information, like outdated contact details.
Findability
Measure how quickly and easily customers can locate you through search and social media.
Conversion points
Spot any hurdles or obstacles in online ordering or contact options that could be improved for user convenience.
Consistency check
Check if branding elements — like logos, colours, fonts, and tone of voice — are consistent across all channels.
Key components of a digital presence audit
A thorough audit ensures a business's online presence is optimised and up-to-date.
Search results
Check that the business appears prominently on search engines, ensuring all information (e.g., address, hours, contact) is accurate and current. This provides customers with trustworthy and up-to-date information about the business.
Digital channel presence
Review the business’s visibility across key digital platforms such as its website, social media sites, and Google Maps. Ensure consistency and accessibility to make it easy for customers to connect with the business.
Customer engagement points
Evaluate how simple it is for customers to contact the business or place orders through the website, social media, and other digital channels. A smooth, user-friendly experience improves customer satisfaction and encourages engagement.
Data performance
Ensure that analytics tools (e.g., Google Analytics, social media insights) are set up and accessible for tracking performance. These insights can help you understand your digital presence.
Mobile optimisation
Ensure the website is optimised for different devices, such as mobile and tablets, to provide a seamless experience for users who primarily interact with the business through their phones. A user-friendly mobile experience is essential for retaining and engaging a broad audience.
Steps to conduct an audit
Follow these steps to start auditing your online presence.
Step-by-step guide
1. Define your audit objectives
Specify what you aim to learn from this audit, such as identifying content gaps, enhancing search visibility, or improving customer engagement.
Specify what you aim to learn from this audit, such as identifying content gaps, enhancing search visibility, or improving customer engagement.
Digital presence audit in practice
Spend some time completing the activity on this page. It will help you apply the audit techniques and provide insights for the next steps in your strategy.
✅ ActivityConduct a digital presence audit for your own business or a business you're familiar with. Follow the steps below to guide your audit.Check the items off as you go.Identify the key audit goals, such as improving search visibility or enhancing customer engagement.Ensure the business information is accurate and consistent across all platforms.Test how easily customers can find you through search engines and social media.Review how easy it is for customers to contact the business or order online.Develop an action plan based on the audit findings — prioritise tasks like updating outdated information or improving SEO.
Activity
Conduct a digital presence audit for your own business or a business you're familiar with. Follow the steps below to guide your audit.
Identify the key audit goals, such as improving search visibility or enhancing customer engagement.
Ensure the business information is accurate and consistent across all platforms.
Test how easily customers can find you through search engines and social media.
Review how easy it is for customers to contact the business or order online.
Develop an action plan based on the audit findings — prioritise tasks like updating outdated information or improving SEO.
Download PDF
Download PDF
Check your knowledge
Test your understanding of digital presence audits by answering the following questions.
Question 1 of 2
Which of the following is an example of what a digital presence audit can tell you?
How much money to invest in marketing
Whether branding and messaging are consistent across all channels
The overall cost of your digital strategy
Your competitors' sales data
Show Answer
Show Answer
Not quite.A digital presence audit can reveal if your branding and messaging are consistent across different digital platforms, helping you maintain a strong brand identity.
Question 2 of 2
Which data source can provide insights for your digital presence audit?
Traffic data from analytics tools
Customer purchase history
Competitor pricing strategies
Internal team feedback
Submit
Submit
Yes.Traffic data from analytics tools like Google Analytics helps you assess the effectiveness of your online visibility and engagement.
Lesson complete
Great job!You now have a clear understanding of how to perform a digital presence audit, including identifying gaps and improving findability.Head to the next lesson about researching the competition.
You now have a clear understanding of how to perform a digital presence audit, including identifying gaps and improving findability.Head to the next lesson about researching the competition.
Head to the next lesson about researching the competition.
Head to the next lesson about researching the competition.