Having your site audited by an SEO consultant may seem unnecessary, but this can actually help detect problems for you in terms of optimization. With the changing rules of online marketing, it can be easy to make mistakes. For example, search engines take into consideration backlinks when ranking a site in search results. If backlinks are irrelevant to the content of the primary site, the site scores poorly. An example of this would be a link on a dog-care forum leading back to a company that sells house paint. One of the common forms of bad SEO practices is creating these irrelevant backlinks to a website.