SEO audit: a complete guide to the basics

SEO audit: a complete guide to the basics

September 12, 2016 2:06 pm

An search engine optimization audit is commonplace process for any website. In reality, in case you are critical about your web enterprise, you’ll ensure you do it ceaselessly.

Unlike a standard audit, this one is carried out solely for marketing functions.

A correctly achieved search engine marketing audit ought to offer you a greater perception into your website, particular person pages and general visitors. It is a good way to enhance efficiency permitting you to rank higher within the SERPs.

According to, an audit must be carried out:

  1. At the start of a brand new challenge
  2. At the start of a brand new quarter

But, like most different issues, you must take this with a grain of salt.

Yes, an search engine marketing audit helps us decide how our website is performing. But, in case you are a small web site, you wouldn’t have to overdo it. Concentrating on stats is usually a waste of time particularly if there are different issues that you need to deal with.

But, in case you are medium sized web site and also you observed drop in visitors, maybe it’s higher to carry out a well timed audit and uncover the basis of the issue.

Performing an audit for audit’s sake is a waste of time.

Audit technique

Before anything, it is advisable create a viable technique that may allow you to set up your objectives.

There are quite a few issues that may be improved with an audit. You can achieve perception into your competitors, you’ll be able to analyze your key phrases, you possibly can enhance technical points of the web site and so on. Nevertheless, when individuals contact an search engine optimisation professional they solely want to know one factor…

How to enhance rankings?

This is a nasty method of placing issues provided that an search engine optimisation audit is a posh process. It is supposed to research a number of features of your enterprise and based mostly on them, make it easier to perceive what is sweet and the place you’ll be able to enhance.

That being stated, an search engine optimisation auditor must carry out:

  1. Technical evaluation
  2. On-Page evaluation
  3. Off-Page evaluation
  4. Competitive evaluation and key phrase analysis

B) Technical evaluation

First factor that you must decide is whether or not your web site is working correctly. This might be achieved with a technical evaluation.

It is very beneficial that you simply all the time begin with this step. If you’ve got a nasty foundation, you gained’t have the ability to construct your web site from the bottom up. You wouldn’t construct a house on a nasty terrain, would you?

Technical evaluation helps us with numerous issues that we will group into:

  • Accessibility
  • Indexability


As the identify says, accessibility is related to Google’s and consumer’s capacity to entry the web site. If your potential guests are unable to see your pages, there isn’t a level in creating new content material.


Accessibility and good consumer expertise go hand-in-hand with search.
Image by Paul Veugen on Flickr; some rights reserved

First factor that you need to examine is your robots.txt file and robots meta tags. These two are essential as they prohibit entry to sure areas of your web site. Sometimes, a webmaster may need inadvertently blocked sure pages disabling Google from accessing them.

Both meta tags and robots.txt information must be checked manually in an effort to make it possible for the whole lot is okay.

XML sitemaps are one other necessary facet of your web site. They create a map for Google crawlers. Bear in thoughts that your XML sitemap must be correctly formatted and submitted to webmaster instruments account in order that it may be accessed.

Another necessary factor on your accessibility is general web site structure.

Here, an individual doing the audit must just remember to solely want a number of clicks from homepage to vacation spot web page. The smaller the quantity, the better for crawlers to entry that web page.

Redirects also can trigger points. Occasionally, you might delete or relocate your content material. However, because of this crawlers at the moment are unable to entry that web page. In order to permit entry, you’ll want to create a redirect main them to moved web page.

So, these are all of the procedures you must carry out as a way to appease Google. But, what can we do with unhappy customers?

There are sure issues that you’ve to remember with regards to your guests.

First and foremost, if an individual is unable to browse freely, he’ll shortly bounce out of your web site. In that regard, it is very important enhance your web site velocity.

Even should you want having a pleasant and interactive interface, you’ll have to contemplate what sort of an impression it leaves on individuals seeing that web page. Most of us surf the web in an effort to get fast and dependable info. If we will’t do this on one web site, we’ll discover an alternate.

Same goes for cellular units. Nowadays, most individuals use cellular units to entry the Internet. Having that in thoughts, your web site must be cellular pleasant in order that the customer can have all of the choices which they might in any other case have on a desktop pc.



Now, when you’ve got carried out every thing appropriately throughout step one, you’re able to undergo indexability.

When it involves Google, accessibility and indexability go hand in hand. Both of them are crucial to ensure that your pages to be proven to finish consumer.

Remember; accessibility refers to crawlers with the ability to entry your pages whereas indexability refers to these pages being introduced inside the search engine after being accessed.

You may marvel if robots are already capable of see your content material, why wouldn’t they present these pages to customers?

The very first thing that involves thoughts is Google penalty.

In most instances, this would be the purpose why some pages won’t be proven. Have in thoughts that crawlers work in a different way from web site to web site. If you’re a huge firm with numerous content material, your pages can be listed virtually instantly.

On the opposite hand, particular person bloggers who sometimes publish may have their content material listed extra slowly.

Most individuals will begin panicking at this level, considering that Google has hit them with a penalty solely to find they’ve an accessibility difficulty or another minor drawback.

Nevertheless, in the event you truly did get a penalty, you’d obtain a message in your site owners software account.

After that, process is as follows:

  1. Identify the rationale for penalty
  2. Rectify the difficulty
  3. Request reconsideration from Google

The worst factor that you are able to do is to disclaim your actions prolonging the agony. Face the fees, make the modifications and resolve the difficulty.

P. On-web page evaluation

After the preliminary technical half, your web site ought to look dandy.

You’ve made positive that every part is so as, that each individuals and robots can entry your web site and that the whole lot is in working situation.

Now, we have to think about pages themselves.

There are two methods to view on-web page evaluation:

  • General content material points
  • Individual web page points

General content material points

Logically, each publish you create has to make sense. From an search engine marketing perspective, it’s actually dangerous to have numerous conflicting subjects that don’t have anything to do with the web site’s principal concept.

There are plenty of bloggers who obtain cash for selling numerous content material and merchandise. While this can be profitable in a brief run, it will possibly have disastrous penalties on your optimization. Simply put, stick with your weapons and proceed writing on one common matter.

When it involves common content material points, a number of bloggers encounter key phrase cannibalisation and duplicate content material.



In the instance above, Alpharooms’ US and UK sub-domains are competing towards one another. As you possibly can see, just one model ranks at anybody time.

Why does this occur?

A lot of individuals, whereas making an attempt to advertise their web site and rank larger in Google, begin writing on the identical actual matter. This could also be good on your visitors as it is going to encourage customer’s thinking about matter to maintain coming, however it will probably additionally result in duplicate content material.

When you write two articles with similar or comparable content material, Google will get confused resulting in indexation points. It might index extra pages than there truly are in your web site.

Similar issues occur with key phrase cannibalization.

In this case, the proprietor of the web site tries to rank for a similar key phrase from totally different pages. Google won’t acknowledge numerous pages, solely the strongest one. As a end result, you’ll have numerous totally different articles which are ineffective when it comes to web optimization and can’t be reached from the search engine.

Individual web page points

Individual web page points seek advice from the best way every web page is written and structured.

You in all probability know that good content material is the important thing to good rating.

Before we point out anything, it’s vital to emphasise that each article must be nicely-structured, with the top consumer in thoughts. This isn’t solely necessary for the search engine but in addition for all of the bloggers and guests who’re going to hyperlink or share stated content material. Without a superb copy, you shouldn’t even attempt optimizing your web site.

Let’s begin together with your URL…

It must be good, clear, to explain content material correctly and briefly. If you want to separate phrases, it’s higher to make use of hyphens. Lastly, it has to have your important key phrase.

Based on this, it’s logical that your title also needs to have the primary key phrase in it and to be brief.

As for the content material, be certain that to create longer articles. In at this time’s search engine marketing world, you require a minimum of 500 phrases to be seen. Your article wants to offer worth to the reader, to be distinctive, to have LSI key phrases, it must have correct grammar and to learn nicely.

At the identical time, your pictures additionally must be optimized as this can give them an opportunity of rating inside Google picture search.

Back within the day, meta descriptions have been an important web optimization software. Nowadays, they’ve extra of a promotional use. Still, be sure to incorporate good description as they’ll impression conversion price.


Links are additionally related.

Still to today, lots of people hate linking to different assets considering that this helps their competitors.

However, search engine optimization professionals know higher.

Linking to different articles is superb on your web site because it improves the standard of the content material. It makes it extra related and reliable (so long as you hyperlink to reliable web site).

Make positive that each one your hyperlinks work correctly, that they’re related, wholesome and with correct key phrases.

A) Off-web page evaluation

Ultimately, all of it comes right down to power of your area.

Basically, every little thing that has been executed in first two steps (throughout technical and on-web page evaluation) is carried out in order that your web site can be higher and extra seen to Google. And that is the place we come to off-web page evaluation.

In a method, off-web page rating elements are the results of your work. They present how poplar your web site is, whether or not individuals are linking to it and from which web sites, is it reliable and so forth.

Here, we will begin by mentioning belief issue.

What does belief means when it comes to search engine optimisation?

It signifies that an internet site is trusted by the Google search engine. In different phrases, in case you are steering clear from all of the destructive search engine marketing practices (so referred to as, black hat web optimization) you’ll achieve extra belief.

This is step one that you must take earlier than anything. Google is consistently being improved and with it, there’s much less of an opportunity to control the system.

Nevertheless, some individuals nonetheless do it. Being reliable shouldn’t be solely good for the search engine; it will be significant in your general status.

Same with actual world corporations, being concerned in illegal practices can result in disastrous long run penalties in your group. Due to this reality, it’s vital to stay reliable and abide by Google’s site owners tips.

Next, you want to be sure that your content material is fashionable amongst readers and different bloggers.

In the top, all we create on the Internet is for different customers. With that in thoughts, good web site will continuously see a rise in visitors, extra and higher hyperlinks, extra social mentions, longer time on web site and smaller bounce charges by the guests.

In a approach, off-web page evaluation ought to present us how different individuals react to our web site.

Successful bloggers ought to see a rise in all these stats concurrently. If you begin getting a number of hyperlinks and your social engagement stats don’t enhance or in the event that they drop, it may be a purple flag for Google as it might signalize that you’re doing one thing fishy.

A) Competitive evaluation and key phrase analysis

After analyzing and coping with inner points, we’re ready for key phrase evaluation. In the search engine marketing world, key phrase analysis and aggressive evaluation are virtually synonymous.

Why do I say that?

Because the key phrase is the smallest measurement unit in web optimization. By analyzing these key phrases, you’re on the similar time analyzing your competitors.

Let’s use this instance.

You are producing meals. Your competitor has X merchandise (key phrases) every one giving totally different outcomes. By analyzing them, you’ll be able to make your personal technique deciding the place you possibly can compete and figuring out which merchandise (key phrases) are untouchable.

Basically, there are two issues that you simply want contemplate with every key phrase: problem and visitors.

Difficulty exhibits us how onerous or straightforward is to rank whereas visitors exhibits us how many individuals seek for that time period throughout one month.

Your perfect key phrase must be someplace within the center, with medium problem and medium quantity. However, should you want to beat your competitors and proceed growing your visitors, it’s essential to seek out key phrases which are performing above the typical (for instance, key phrases with medium problem and excessive visitors or key phrases with low problem and medium visitors).

An auditor wants to think about quite a few choices earlier than recommending a number of key phrases to his shopper. These key phrases would be the spine of your web site and based mostly on them, you possibly can anticipate slower or quicker progress.

Analysis is carried out through the use of numerous search engine optimization instruments.

Google key phrase planner is a superb start line. When it involves paid software, Ahrefs is a superb various.


search engine optimization auditing is an important course of in your web site.

People who want to make a running a blog profession often consider that reputation and good writing expertise are sufficient for a hit. This is just not true as there are different elements concerned.

With an web optimization audit, you possibly can uncover what’s fallacious and what that you must enhance. With it, you can also make your web site higher and extra seen to Google resulting in extra visitors and conversion.

Have you ever tried doing EEO audit by your self? What was your largest problem? Tell us within the feedback part under…

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