A website audit is an important search engine optimization (SEM) studies that checks a website’s health for usability, accessibility, and value. In general, an SEM audit focuses only on one area of a site: its back end (pages, database, etc.). Other areas of online marketing strategy to focus on increasing visibility and ranking in the organic search results – which, ultimately, are provided by search engine algorithms. For some SEM professionals, the goal is to improve these two aspects at once.
There are many components of this SEM exercise. First, research and analysis must be conducted on the website. Back end data – such as page rank, linked, and sitemap – will provide the necessary information for any updates to be implemented. This includes content development and link building as well. In addition, changes need to be evaluated based on their conversion rate – that is, how many of the original traffic will convert to buyers and how many of those visitors will end up in the directory, internal or external linking, or otherwise.
Back end data analysis can also include testing new keywords. This can be conducted before or after any major updates, such as the recent Panda update. Sometimes, companies need to conduct their own SEO audit in-house. In either case, companies should expect to conduct some basic keyword research, but the reports generated from that research should be helpful in improving their approach to SEO.
The first step for any company looking to implement an SEO audit tool is to determine the scope of the project. How big is the company, in terms of staff? How deep does the problem lie, in terms of page competitiveness? What types of activities are involved, and what kinds of processes are involved? Of course, the more complex and detailed the answers to these questions, the more likely it is that a search engine optimization consultant can help.
Ideally, a search engine optimization consultant should look at the website grader’s reports from a technical perspective. He or she should verify that all the links on the site are active, that the pages are receiving traffic, and that the internal linking process is working. The website auditor should also look at the HTML report to see if there are any problems that could cause difficulty down the line. If the report indicates that HTML is the cause of trouble, the company should consider changing the approach to SEO.
SEO audits usually look into a number of different areas. These may include: assessing the quality of the meta tags and error messages that appear when users perform searches using search engines. Some reports on webmaster tools, such as Google Analytics, show how many visitors a site receives in a certain time period and from which country the visitors came. Another important detail from an SEO perspective is to analyze the link analysis.
One of the most important parts of any SEO audit tool is the website analysis. The site examination reports typically list the exact URLs of each page within the website and also indicate the exact text on each page. In some cases, SEO auditors look at the code that refers to specific keywords in order to determine whether changes were made to increase page ranking or simply to make the site easier to navigate. Sometimes, the analysis reports will show the text in quotes around keywords, indicating that those keywords are in fact used by customers when searching for products or services related to the business activity under discussion.
Analysis of backlinks can sometimes be overlooked as a part of an SEO audit. A large part of SEO is gaining backlinks from relevant websites. This means that if you have competition, you must work to improve your search volume or else your competition will do just that – work to lower your search volume. One way to analyze your competitors is to examine their URL’s and see how they link to other websites. If the URL is very similar to yours, the links must be of value to your website since they help you improve your search volume.