Basically, SEO audit is basically the process of modifying and improving a web site’s online relevancy in search engines. This process generally covers key components of a site such as website architecture, content-based issues, keyword research, link analysis and backlink analysis. SEO audits also include competitor analysis and competitor survey. Competitors are studied to analyze what they are doing right and wrong, and to see if their chosen strategy could bring them traffic or sales. These audits are usually done by professionals, and are quite comprehensive in scope, covering every step from page rank analysis to competitor analysis and search engine optimization.
Competitor analysis is one of the more important components of an SEO audit, because this allows the auditor to draw conclusions about certain strategies that could be useful for your own strategies. The basic components of competitor analysis are data on search volume, search engine results rank (SERP), number of pages in the site that provide direct competition, and number of pages that provide indirect competition. Data on page speed and load time is also taken into account. Sometimes, competitors themselves conduct these tests, although they are often outsourced to independent firms who have the requisite experience and resources.
On-page audits are performed by people like software engineers, programmers, and virtual designers. These experts thoroughly examine your web pages to make sure they are search engine friendly and that they are optimised properly for the niche market you are targeting. They are very thorough in their approach, and create reports that are comprehensive, giving a comprehensive overview of the page performance. These reports are sent to you for your perusal, and you can use them as a reference point when you are working on your strategy implementation.
Another important component of on-page audits is to look for broken links and missing keywords. Broken links occur when you enter a URL in the address bar without correctly enclosing it enclosed in quotes, or if you include keywords outside the quotes. Missing keywords may result in keyword selection errors and poor search engine optimization (SEO) when used in meta descriptions. Also, keyword stuffing is often considered a spamming method, and can be penalized by Google. Other common audit techniques include examining internal linking structures, reviewing FTP access logs, checking for coding errors, and testing the site’s compatibility with other robots.
Meta tags and keywords play an important role in the success of any site. They help visitors search for the right things, by directing them to the right pages. However, if you do not pay attention to the proper usage of keywords, you will not get many new visitors, and your ranking may suffer. So, when doing an audit, make sure you check for all possible errors and misspellings.
Besides an on-page audit, it is also important to scrutinize links, HTML codes, user interface elements, page titles, headings, alt image texts, and HTML coding. By performing these audits, you will have a complete understanding of your website’s usability and SEO status. What information should users fill in to make them feel comfortable to visit your site? What information does your website provide for users to perform searches? What information does each page on your website convey? These are among the questions you must ask yourself while conducting SEO audits.
On-page audits, such as Google Analytics’ “webmaster tools,” provide information about how many visitors your site receives and where they go once they arrive. In addition, webmasters can get detailed statistics about how their keywords are matching against competitor sites. But even after you have identified the most important areas for improvement, it is still important to perform SEO audits regularly. By doing so, you will keep Google happy. Google is one of the search engines that may penalize you if you haven’t implemented SEO techniques that it considers a violation of its terms of service.
An SEO audit not only helps you monitor your progress in improving your website’s visibility and search engine optimization, but it also provides you with a gauge for whether or not your marketing strategies are meeting their objectives. It will help you determine whether or not your competitor is gaining an edge through new strategies, which can be a sign of success. Finally, an on-page audit can also help you determine the strength of your link building campaign. If links aren’t working, then there may be an issue with your link building strategy, and your competitors could be using SEO tactics that give them an edge.