An SEO audit is performed to identify weaknesses that could result in poor page experience and lower search engine ranking. An SEO audit also checks the strength of your site and in so doing, prevents keyword stuffing and makes intelligent suggestions on how to improve. SEO audits are extremely important for many reasons, not the least of which is because Google continually changes their algorithmic program and technology according to new technologies and new search habits. A good SEO audit will identify any problem areas but will also point out how you can improve. Keyword stuffing is a problem that SEO companies are notorious for doing, and they are continually at risk of being penalized by Google.
When a page is created, there is usually a great deal of planning and organization associated with the creation and structuring of all the pages that make up the site. Often, this planning and organization go untouched as pages are hastily thrown together and SEO teams either forget or don’t realize that they need to pay attention to some basic things such as the meta description and title tags. The meta description and title tags are two important tags that help search engines understand what the page is about. If these two simple tags are poorly conceived and written, then the page could easily get lost in the overabundance of the “stuff” that is created on the web.
Poor keyword density is yet another problem. Many people create keyword stuffed pages just to make them appear good to Google. They include many keywords that are unsearchable by Google, so the page ends up ranking poorly for the relevant keyword. In reality, the page should have only one or two keywords. When in doubt, take the time to research and find out exactly what words are good keyword density for your market.
A poorly written Meta tag can be the single biggest factor in the failure or success of a website. It is easy for people to come up with a million different ways to phrase a Meta tag, but if each word is poorly chosen, it will have a poor effect on the page optimization and ranking potential. Take the time to select a good tag and ensure that each keyword has its own fair chance at showing up in organic traffic. A good practice is to place the most important keyword first every time you write the tag.
Poor link structure is also a problem for many websites. Links are the lifeblood of any site. They are used to determine the search engines rank and provide additional organic traffic. Poorly written links and misspelled links can have severe consequences for both SEO and the ranking of the page in question. For example, if a page is listed high for the primary keyword but the secondary keyword has a low position, this will have a serious impact on the SERPs rank will drop.
Even though it may seem intuitive, dwell time should never be the first paragraph of a page. This practise was started as a way to keep the search engine spiders from indexing very long pages. However, as webmasters have grown more complex, they have begun to use this to their benefit by using it to fill in gaps on the home page.
There are three main components that make up a Meta tag and there are some practices that need to be stopped if you want to achieve the best SEO results. The title, description and keywords should always be at the top of the page, even if it means below the fold. The keywords should be contained within the Meta tag and this needs to be a proper descriptive sentence. The second paragraph of the meta description needs to describe the page in detail. The third paragraph should contain a positive note and the last sentence of the description should focus on the benefits of the product.
Anchor Text is also important and you should include the keywords on the anchor text within your links. However, the alt tag is equally as important. In fact, it can be more so. The alt tag is used to link to external pages and the search engines like it better when there are two links to the page. However, you should ensure that you only link to relevant internal pages and avoid linking to fake pages.