If you’ve got blog posts that aren’t pulling their weight in search results, you’re not alone. Most content gets published and then ignored, while traffic trickles away. But you don’t have to guess what’s wrong—or spend hours reading contradictory SEO advice. If you want practical steps to actually improve your posts, this guide is for you.
We’re walking through how to use the Surfer SEO audit tool to quickly spot real, fixable issues in your existing content. No magic tricks or “secret formulas”—just a straightforward process that helps you focus on what matters.
Why Bother With an SEO Audit Tool?
You could manually check your posts against endless SEO checklists, but who has time for that? Surfer SEO’s audit tool automates the grunt work:
- It compares your post against competitors who rank for your target keyword.
- It highlights gaps and overkill in your content, links, and structure.
- It gives you a prioritized list of fixes, so you don’t waste time on guesswork.
But here’s the thing: these tools aren’t perfect or all-knowing. Their recommendations are a starting point. Think of it as a smart assistant, not a replacement for actual judgment.
Step 1: Pick the Right Post (and Keyword)
Don’t waste your time auditing every post you’ve ever written. Focus on articles that:
- Already get some traffic but aren’t ranking as high as you’d like (stuck on page 2 or 3? Perfect).
- Target a keyword with real search volume—use something like Google Search Console or your keyword tool to double-check.
Pro tip: Auditing a post that ranks #70 for a keyword won’t move the needle. Pick content that’s within striking distance.
Step 2: Run the Surfer SEO Audit
Once you’ve logged into Surfer SEO, here’s what to do:
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Open the Audit Tool
On the dashboard, find the “Audit” section. Punch in the URL of your blog post and the main keyword you want to target. Double-check the region/language if your audience is outside the US. -
Wait for the Analysis
It’ll crunch the numbers and spit out a detailed report in a minute or two.
What you’ll see: - Content Score: A rough 0–100 score. Don’t obsess over it. - Recommendations: Actionable suggestions broken down by word count, keywords, backlinks, headings, and more.
Don’t get overwhelmed—most of this is straightforward if you take it one step at a time.
Step 3: Fix What Matters (and Ignore the Rest)
Here’s how to work through the audit, from most to least important:
1. Missing or Overused Keywords
- Add missing relevant keywords
Surfer will tell you which related keywords your competitors use that you’re missing. Sprinkle these in naturally—don’t force it. If it feels awkward, skip it. - Avoid keyword stuffing
If it says you’ve used a term way more than others, pull back. Over-optimization can do more harm than good.
What to ignore:
Some suggestions are so minor (“add 3 more instances of ‘best’”) they aren’t worth it. Focus on obvious gaps or overuse.
2. Word Count
- Check if you’re way off on length
If your post is half as long as every competitor, you’re probably missing info searchers want. Add substance, not fluff. - Don’t just add words for the sake of it
If you’re already in the range, don’t pad. Quality beats quantity.
3. Headings (H1, H2, H3)
- Use relevant headings
Surfer will flag missing heading keywords. Add them only where it makes sense. - Structure for clarity
Break up big walls of text with descriptive subheadings.
What to ignore:
Don’t just cram keywords into every heading. If the heading feels unnatural, skip it.
4. Internal and External Links
- Internal links:
Link to other relevant posts on your site, especially if competitors do so. It helps both SEO and readers. - External links:
If Surfer flags a lack of outbound links, add a couple to authoritative sources—but don’t overthink it.
What to ignore:
Don’t force links where they don’t belong. And don’t link to competitors just to hit a quota.
5. Backlinks
- Surfer shows you domains that link to competitors but not you.
Honestly, you can’t fix this instantly, but it’s useful for outreach later. Don’t expect quick wins here.
Step 4: Make Edits—But Keep It Human
As you edit your post:
- Prioritize clarity and usefulness over hitting every single suggestion.
- Read everything out loud before you publish—robots won’t bounce, but humans will.
- If a recommendation doesn’t make sense or hurts readability, ignore it.
Pro tip:
Surfer’s audit is a guide, not gospel. When in doubt, side with what makes the post better for real people.
Step 5: Update and Monitor
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Update your post
Save your changes. If possible, update the publish date—Google likes fresh content. -
Request indexing in Google Search Console
This nudges Google to take another look. -
Watch your rankings and traffic
Give it a couple of weeks. Sometimes improvements are quick; other times, it takes longer.
What to watch for:
- Rankings moving up (or not)
- Traffic increases
- Engagement metrics (are people sticking around?)
If you don’t see positive changes after a month or two, revisit your edits. Sometimes the page just isn’t what searchers want, or the competition is brutal.
What Surfer SEO Audit Does Well (and Where It Falls Short)
The Good:
- Fast, actionable recommendations
- Helps you spot what you’ve missed compared to real competitors
- Great for content refreshes, especially if you’re stuck on page 2 or 3
The Not-So-Good:
- Prone to “checklist thinking”—not every suggestion is worth doing
- Can overwhelm you with minor nitpicks (ignore them)
- Doesn’t understand your audience or business goals—use your brain
If you’re expecting it to magically get you to #1, temper your expectations. It’s a tool, not a miracle worker.
Keep It Simple and Iterate
Don’t stress about nailing every suggestion or chasing the elusive “perfect” Content Score. Use Surfer SEO’s audit to point you in the right direction, trust your judgment, and make updates that actually help readers.
SEO isn’t one-and-done—so check back in every few months, see what’s working, and keep tweaking. Simple, steady improvements beat chasing every shiny new trick. Now get out there and actually update something.