Much in the same way we go to the doctor to get a checkup, it is important to conduct your own website SEO check-up or audit. SEO needs to constantly change as the search engine algorithms evolve and shift. It is easy to get left behind. An annual SEO audit can help keep your website current and avoid the unintended consequences of algorithm changes that may put you in conflict with Google and get your website penalized.
For many small to medium sized companies, audit tools will give you a cost effective insight into how your website is performing and identify areas for improvement. They are not as effective for highly complex websites or for those who are fighting Google penalties. Those situations require a more in-depth audit than can be performed by automated tools.
Tools-based audits are designed to provide base-level site data that can be used to make modest, yet impactful changes to your website. You are not going to boil the ocean with this type of audit, but will see noticeable change if you act on the items identified in a tools-based audit.
Beware. Like any tool, the information is only has good as the tool and the person using it. Make sure that you do your research and select a well-tested and respected audit tool and then double check the data before you take any action. Make sure whomever is interpreting the audit results has enough understanding of the rules of SEO and the limits of the audit tool. A blind report void of an informed interpretation is worse than no audit at all.