Performing a search engine optimization audit (or SEO Audit) on a website is very important for many reasons.
First of all, it is possible to spot problematic areas which need enhancement and create an action plan to improve them. Second: a proper search engine optimisation audit can keep your website up-to-date with the latest changes in Google algorithms formula.
Check our post to know all the benefits of website SEO Audit for your business
What is a search engine optimisation audit?
Before getting into the details about how best to perform an SEO audit, it is crucial to explain what can it be and also what things to expect from it.
The search engine marketing audit provide a useful list of areas you need to improve on your website for having it optimize and reach a better position on SERPs. Optimize your website is the base for start ranking your website on organic results.
While you will find various tools that can help you with your website SEO audit – you’ll have a ton on results if you type in Google SEO tools rank checker, Website checker tool or Page Analyzer- the ideal way for getting a clear and detailed report would be to have an expert working personally on your audit.
Why it’s important to evaluate your site on regular basis
Things change very fast in the search engine optimisation field and what’s working today might well not work in 6 weeks away from today.
It’s vital to carry out regular search engine optimization audits (at least 2 times per the calendar year) to be confident your website is up to date.
What do you get from a Website Audit?
You will usually get 3 essential reports:
- An outline of the ongoing state of your site: This is a detailed analysis on how a website is performing in search engine, in social networking, plus an analysis of internal/external links and any additional information related to your own website’s existing state.
- A list of activities based on your SEO audit as well as explanations for why each one needs to be done.
- A report describing a comprehensive Internet marketing plan for making the most of all offered sources.
How is a Website Audit done?
There are usually 5 sections in a complete website audit: website SEO audit, website usability, social networks profiles, Backlink Analysis and Website advertising.
In this article, I will focus on the website SEO audit. You can request your FREE SEO Audit by fulfilling this form.
Search Engine Optimization Audit
SEO audit has become quickly one of the most important parts of the Search Engine Optimization process as it is the base of any SEO marketing plan.
To assess if your website is optimized for search engines, then you should take into consideration the following variables:
Title —The name tag is one the most important on-page SEO factors for your website, and it must include keywords that can boost your ranking on Google. You will notice if you look for your website in Google that they’ll frequently use your title tag as the snippet of information underneath the lookup result. If your name is too long you’ll have to reevaluate it and include more keywords to optimise it for searching.
Meta Description — Although it doesn’t directly affect your ranking in the search engine, if you have a well-written description it can enable you to get more clicks to your site. If you’re an e-commerce website, for example, you may use the meta description to say that you offer free shipping or which you provide low prices.
You will also have to consider the following areas when you write your meta descriptions: Are they optimised? Do you have any description longer than the suggested length? Do your pages have all unique meta descriptions? A SEO audit website will explore all these areas and find the page to fix.
URL Structure — Are your URLs user-friendly? Are they unique? Does your website have URLs of excessive length? Do they include session IDs and/or comprise dynamic parameters? Sometimes, these URLs are difficult for search engines to index and result in reduced click-through rates from search engine results.
Text formatting — make sure that you do not have only plain text in your pages. Any text should be properly formatted with H-1 (for the most important title) and H2 (for the principal headings). Do your pages gave H1 and H2 tags and are they unique?
Content — The content of your website needs to be unique and appealing for your buyer personas. You could use online tools like Copyscape to check your pages for the uniqueness and of course, when you find duplicate content material or any plagiarism, it would be better to take out or de-index these pages.
Your content must be unique, fresh and relevant to your audit. So, once you launch a website, you will need to add new material to it regularly. A blog ’s an excellent way to guarantee always fresh content on your website.
If your content is old or out-of-date, make a publishing plan and be sure that your website is upgraded on a recurrent basis. You don’t need to post daily nevertheless, you want to maintain a regular communicating scheduling, but you should add at least one new page a week to your website. If you want to know more about Content Marketing, read our article now!
Internal linking — Linking your web pages jointly is useful to both search engines and end users.
The pages you like to rank better in SERPs possess the greater quantity of internal links and it’s a good idea to link these pages on your homepage too. Usually, an optimised page has between 2 and 10 internal links
Images— Images are effective at making an internet page simpler to learn and also more attractive to social media. Be careful to not have too big images on your website or they can raise the loading time of your page.
You need to test 3 matters relates to the images on your website:
- Image filenames must are descriptive and related to the image is about. You can use keywords and keyphrase within the file name but do not overdo it.
- All images possess the ALT tag described
- All images are compressed to reduce their dimensions. If you are utilizing plenty of images on your web pages, you may have to consider using a content shipping network (CDN).
Damaged links — Broken links are bad for the consumer experience and so they are bad from a search engine optimisation perspective.
Usability — Though it is difficult to judge what’s really a user-friendly internet site and what’s not -a this depends on the type of website and the way that It is made – there are a couple of checks you can do on your website:
- What are the results every time a consumer types a wrong URL? Could your 404 page contain more information?
- Can the users find what they want in less than just 3 clicks?
- Does your website have a clear and defined menu?
- Does it have a reliable interface throughout all types?
Responsive Website – – Is your website mobile-friendly? Does your site have a responsive layout? The use of smartphones to navigate the web is simply growing. As of 2017, cellular devices account for half of internet page viewpoints worldwide. Because of this, your website must have a responsive layout and load fast also on mobiles.
Error Message — 302-, 404-, and 500-level response code-scan tell you that something’s wrong on your website. A SEO audit will find those error messages for cleaning up your links that are broken.
Web page speed — From my experience talking to clients, managing internet site page speed is one of the most challenging tasks, but it’s also a crucial factor for the success of your website. It’s also probably one of the most critical search engine marketing factors. Your website really should load rapidly and preferably faster than the competition.
Here you have some tips to make your website faster:
- Compress graphics or utilize a CDN
- Reduce Images sizes if they are too big
- Minimise Http calls using sprites and browser caching
- Minify your CSS and HTML to make their size bigger
- Make Use of a compression plugin or page speed service
XML Sitemap — The XML Sitemap is something every website should have: it provides an opportunity to tell Google and the other search engines what pages on your website that you would like to get crawled and indexed.
The XML map helps search engines to examine your website pages, all in one area. The typical url of a sitemap.xml file is www.domainname.com/sitemap.xml.
While search engines do not guarantee that they will abide by your sitemap, anecdotal evidence has shown time and time again that XML Sitemaps help provide insurance your pages are found, and discovered quicker — especially if your sitemap(s) dynamically update your new web pages.
Robots File — The robots meta tag lets you use a granular, page-specific method of controlling how an individual page ought to be indexed and served to users from search results.
Before crawling a website, search engine crawlers will generally ask the robots.txt file in the host. Inside the robots.txt file, you can include segments for particular (or all) crawlers using instructions (“directives”) that tell them which parts need to or should not be crawled.
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