Basically, SEO audit is the procedure of changing and enhancing a site s ranking in search engine result pages (SERPs). It typically covers major components of a site such as website architecture, content-based issues, indexing, keyword research and backlink analysis. With the passage of time, a webmaster might come across some difficulties in improving website ranking with respect to popular search terms. Some of these difficulties include reduced organic traffic, reduced search engine visibility and decreasing sales conversion. In such case, it is often termed as the ‘deflation’ of the site.
SEO audit also involves analysis of competitor’s campaigns. Usually, audit of competitor’s audits will focus on their keyword strategies, their link structure, their content management system, their inbound links, their inbound authority among other factors. Usually, these audits will compare the efforts of the competitors to enhance their own campaigns. But sometimes, it becomes difficult to decipher which strategy was the better one. For this, an independent third party may be used who can provide unbiased impartial assessment of the overall performance of the competitor’s SEO strategies.
Generally, SEO audits try to identify and resolve the key issues of competitive search engine optimization. They start by conducting comprehensive research on the various optimization techniques, competitor’s strategies and their implementation. Then they create a list of critical factors which must be taken into consideration for effective optimization. The list is further categorized into several sections such as On-page optimization, Off-page optimization and Content optimization. After completing the analysis of each section, the overall optimization strategy is then developed and validated.
In most cases, these audits concentrate on one section or aspect of a site. For example, in digital marketing audits, companies look into areas such as listings in major search engines such as Google, Yahoo, Bing, and MSN. On the other hand, PPC or Pay per click audits focus on analyzing the advertising campaigns conducted by the competitors. Other areas included in SEO audits include link building analysis, link popularity analysis, and social media analysis.
Another important part of an SEO audit involves analyzing the keywords used by the competitors. The purpose of this is to determine whether their key terms and key phrases are effective in ranking the websites. Also, if the keywords being used by the competitors are not relevant to the keywords being used by your competitors, you may also face difficulties in obtaining good search results. Hence, it is important that you analyze your own keywords so that you can come up with relevant keywords to increase the chances of gaining a good organic ranking.
Once the SEO audit has been conducted, the next step is analyzing the results obtained from the audit. The objectives of the audit are to identify the loopholes in the system, discover the flaws in the strategies and flaws in the methods, and improve the systems accordingly. One of the major aims of the audit is to reduce the burden of the competitors. By reducing the load of the competitors, you will be able to concentrate more on generating quality website and increase the revenue coming in from your online business. Also, the competition of the SEO companies will also reduce and their services will become more affordable.
Another aim of the SEO audit is to make the clients realize the importance of improving the keywords and their optimization for the improvement of the search engine ranking. When a search engine ranking is low, the companies have to undergo an audit in order to find the reasons behind it. Usually, a company which has achieved good organic ranking but has been hit by competitors may opt for an audit. The main objective of the audit is to improve the organic rankings.
A SEO audit focuses on the visitors as well as the Search Engine Ranking Research. It is important to know the amount of traffic visiting the website; the number of people who visit the website frequently; the number of visitors who land on the first page of the search engines. The organic rankings are the result of the amount and frequency of visitors to the website. Also, the keywords used should be the most relevant and helpful keywords in the market. Moreover, the keywords used should be the most searched keywords in the particular market.