SEO Audit Basics
SEO Audit Basics
An SEO Audit can be conducted at any stage of web development – from design to implementation. However, an SEO audit process typically begins with a client submission. In order to assess a web development project’s SEO effectiveness, it’s necessary to obtain comprehensive information about the website’s structure, content and structure, as well as its competitor’s websites. This allows search engines to properly index and rank the web pages on which the content is based. Competitor reports provide insight into how competitor websites were able to achieve favorable search engine results – by employing many of the same SEO strategies, while using very little SEO tactics to ensure their success. With this information, businesses can create effective strategies to implement themselves or hire an SEO consultancy to implement a competitive SEO audit for their web development projects.
Search engine optimization (SEO) is the process of optimizing websites for search engines, rather than for specific keywords or phrases. An SEO audit is an intensive examination of a site from several different angles to determine its overall SEO effectiveness, both in terms of overall volume and ranking of the targeted keywords or key phrases, as well as the existence and nature of any SEO problems. In an audit, businesses are usually trying to achieve a high page ranking for a specific keyword, although this goal is not necessarily to rank first in Google, Yahoo or Bing’s search results. Instead, businesses are looking to achieve a high position on the first page of Google, Yahoo or Bing search results – or a top three listing in the first page of Google search results. Successful SEO audits will target the competitive keywords that are most profitable for the business’ customers, but in the most targeted way possible – by improving the company’s website, its internal processes and practices and by making strategic decisions that optimize its online presence.
When conducting a search engine optimization audit, it’s essential to gather as much information as possible about a website’s current status, both in terms of search results and in terms of traffic. This will give businesses an accurate picture of where they currently stand. Next, companies must identify their search engine strategy: Do they offer one-way links? Are they doing anything to improve the quality of their inbound links? If they’re doing nothing to boost their inbound links or improve the quality of their link-building activity, then they need to examine what actions they’re taking and whether these actions are working.
Once a company has a clear understanding of their search results and backlink profile, they can formulate a plan of action. SEO audits start with a fundamental review of the website’s structure and design. It’s important to review the layout and navigation, to see whether there is a link-based hierarchy, and if so, whether the links are organically relevant. Backlinks need to be found and organized – not by the number or quality of links, but by a special scheme of links, the relevance of which is analyzed with respect to the website’s target audience. This is a very tedious task – and it requires expertise in Search Engine Optimization.
The next step in a website audit involves a thorough investigation of the content on the website. For example, a search engine optimization audit may look into the number and quality of articles, the number and frequency of links, and the nature of the content on each page. In addition, the SEO audit team may also look into the website’s technical infrastructure, looking for broken links, missing pages, outdated information and other issues. The on-page audit will ensure that the website is built around the search engine’s requirements, and that it is built to the highest standards possible.
Another important aspect of a search website audit is the on-page SEO implementation. While backlink analysis can reveal important issues concerning a website’s structure and design, on-page SEO implementation is a much more practical method of improving a site’s standing with search engines. By focusing on issues such as keyword density, link building, internal linking structures and other common areas of SEO functionality, the on-page audit will give you a good idea of how well your site is linking to the right websites. These audits are also often carried out by search engine optimization companies as part of their service and are generally worth every penny.