SEO or search engine optimization is getting traffic from free, organic, editorial or organic search results in the search engines. It significantly aims at improving the position of your website on the search result pages. It is a set of practices designed to enhance the appearance and the positioning of web pages in organic search.
The very first step in any SEO assignment is performing an audit of the client’s website for identifying the problem areas and areas of opportunity. It also promotes a general sense of where and where you need to go. An audit also helps one chart the road map for the work ahead. It is a comprehensive guidebook on SEO auditing and how one should go about it.
Following are some of the methods to perform the audit more efficiently-
1. Build A Site Profile
The main step in any auditing process is to know about the problem you are dealing with. There are different types of websites. Some are new, and some are old. Some websites have been worked on by many optimizers in the past, while some are brand new ones. First, it is essential to know how old the website is, how big it is in terms of indexed pages and how high a level of authority the website has. A Google Chrome extension called Open SEO Stats gives you a general idea about any website’s SEO aspects. Some of the aspects are the age of the domain name, the number of indexed pages of Google, the number of backlinks, the traffic trend on third-party services like Alexa and compete, web host location etc.
2. Website Audit
The very first step of the auditing process is to test the website’s accessibility features. At this step, the website settings that dictate who can access the web page are checked. Following are the two limited things-
- If the standards of the website are up to date and to the point.
- If the web pages work as intended when we request access.
It is a text file that contains information on what kind of bots can access your several web pages. If you have an admin panel on your website for internal purposes that you do not want these Google bots to access, you can easily set this condition in the robots.txt file.
However, some robot accessibility restrictions at a page level could be known as robot meta tags.
4. HTML Status Codes
Status codes are the responses delivered when a request to access a web page is sent.
5. Website Indexability Audit
Knowing if the content is indexed as desired on the search engine is essential. Below are some of the things one should take a look at-
It is essential to know if the website lets Google navigate all the pages efficiently. It is also essential to know if the website dynamically generates a list of all the web pages. It is essential to identify these and include them in your audit report.
The site architecture matters a lot as it is important to know if the content is properly organized into various folders and subfolders. Following are the two components of the auditing process while looking at the site architecture-
- URL Architecture
- URL structure
If there is an HTML page full of syntax errors and coding violations, it is vital to run a markup validation check using various tools to identify the mistakes that need to be flexed.
On-Page Content Audit
Understanding if all the HTML content elements are in place on your website is essential. It is no longer required to have characteristics like meta keywords on your website; others like header elements and meta descriptions are still important. Everyone is in the quest to increase the organic search presence. SEO Adelaide is a search query used by most businesses and individuals in Adelaide looking to connect with search engine optimization in South Australia that can help increase their organic search presence.
6. Identify Main Elements
People are no strangers to the fact that every web page needs a well-defined title, header information and subheaders. This helps Google understand the very context of the page better. Below are some things one should check-
- Are the titles succinct and less than 65 words in length?
- Does the main headline have an H1 tag?
- Are the titles unique?
- Does the meta description provide a good summary of the page’s context?
7. Content Quality
The quality of the content that the website delivers matters the most. One needs to check for the following-
- Is the content unique?
The content should be unique, and it should not be plagiarised from somewhere else.
- Is it comprehensive enough?
The ideal word length depends on your niche, and one can do a competitive analysis of other websites in the industry and check if your website has a more in-depth analysis.
- Does the website make for easy reading?
The narrative should not be riddled with too much jargon and abbreviations. It should have the potential to appeal to the mass audience. Hence, the language should be easy to understand.
Many people use SEO Adelaide, a search query used by businesses in Adelaide. The individuals look forward to connecting with search engine optimization agencies in South Australia that can help increase their organic search presence. Using the same data and tools and the search query insights, one can understand how one’s prospective customers search for goods and services online.
- Does the content seem manipulated for the SEO reasons
Many people tend to emphasise elements like keyword density. However, the content should not look manipulated for SEO reasons.
- Are there any grammatical and typographical errors?
It is very much essential to run a spell check to check if your content is free from grammatical and spelling mistakes.
Linking contextually to the other parts of your website is a very healthy way to improve navigation and usability. Hyperlinking tends to have a positive fallout on the ranking of web page. Following are a few things one should look into while auditing hyperlinks on the web page-
- Broken links
One should keep an eye out for the broken links on your website.
- Link quality
Link quality is a very subjective aspect. One should look out for the kind of backlinks the website has and the general level of quality of the website.
- Anchor text
It is very important to identify the anchor text used to point to various internal and external links and analyse if they are stuffed with keywords.
9. On-Page Security Audit
Below are the few things one should check to evaluate how good the website is, in terms of security-
This one is a good security feature to offer your customers.
- Malware content
Many websites have been hacked in the past to host malware content. One can make use of various tools online to get a list of all the web pages and look for any spam reports.
10. Off-Page Audit
The off-page audit of your website has got to do with the backlink analysis. One can go about in by following the below steps-
- Backlink analysis
This is a very important aspect of an SEO audit.
- Social profile
The social media authority of a website has become very relevant. When there is a higher engagement, it indicates a greater authority and could possibly help in SEO ranking. It has got to do with the authority of the people tweeting your links or sharing various posts.
- Local listing profile
If the website that is to be audited is a local business, it is important to audit it separately as a local listing profile. This includes the below two aspects-
- Directory listing
It is very important to identify the major business listing directories.
- Local pack
It is also important to identify the major keywords that the website should be ranking for and monitor its visibility.
Despite having the aforementioned knowledge, you still have a few chores to complete. Since there is still a great deal to learn and find, this list is by no means exhaustive or complete. But for now, we believe that you must have a wealth of knowledge that will inspire a variety of suggestions on how to update your website in order to improve ranks and boost traffic, leads, or sales.