SEO Audit: A Guide
An SEO audit determines a functional and semantically descriptive analysis of your site. It provides an in-depth analysis of your current visibility in SERPs. This information enables to identify all available site optimization strategies and methods to improve your site rankings and popularity in search engine results. The audit provides a summary of all changes to the HTML and CSS as well as the content of your webpages.
A SEO audit aims at identifying all issues that could be affecting your SERPs, such as keyword density, duplicate content, and other coding errors. Keyword density is a keyword strategy used to optimize the amount of times a keyword appears on a page. Dense content is important for search engines, as it indicates a site is organized and keyword rich. Keyword density also affects search engine placement.
In addition to the above mentioned issues, an SEO audit also identifies any problems with your link structure. The most common method of linking the building is through the use of a single link per page. However, the quality of links can have a direct impact on your search engine optimization. SEO audits conducted for clients show that a high page rank is achieved with a greater number of high quality links. The SEO consultant may conduct keyword research to identify all the relevant links that should be included on each page.
A link analysis conducted by an SEO consultant also identifies any missing or excessive keywords. In order to achieve higher search engine rankings, a high number of relevant keywords should be included in your content. A search engine optimization audit ensures that any excessive keywords are removed from your backlinks. This helps the user understand the theme of your web pages and the purpose of the content. In addition to keyword research, a seo audit also identifies the number and relevance of internal and external links.
A technical SEO audit is conducted on a website that is not updated or changed frequently. An unsearchable page has no value to the user and therefore is not visited. The search engines are able to determine the importance of the page through the presence of Meta tags and title tags. These two basic elements play an important role in determining relevancy for any given page.
A website audit involves thoroughly examining a website and assessing its state based on the client’s requirements. A technical SEO consultant will conduct a website audit to identify all the issues that need to be resolved. Issues identified during the audit include duplicate content, missing links, incorrect headings and images, poor navigation and other SEO matters. A client’s requirements may include an SEO friendly design, regular updates of Metadata, high page ranking and unique content for better ranking.
During a website to audit the technical consultant will also identify and analyse the user behaviour on the page. The user behaviour can tell about the success or failure of the SEO strategy adopted by the company. This is an important aspect as companies adopt strategies according to the user behaviour and the result can either be successful or unsuccessful. For instance, if a user visits the page several times and each time he/she finds nothing new or useful, this may mean that the page needs some tweaking. By observing the user behaviour a good strategy can be adopted accordingly. Also, if the user behaves like a monkey on the page and clicks randomly without waiting for the given time interval, this too can tell about the quality of the page and the work done by the SEO expert.
A SEO auditor can find out the various problems that could affect the page rank of the page. There are mainly two main problems that affect the page rank and these are: firstly, the density of the keywords on the page and secondly, the scroll depth. A dense page with a lot of keywords will be ranked high but the page could be missing vital elements like Meta tags and heading tags, which is a major reason behind poor page ranking. On the other hand, a page that has a good density of keywords and good scroll depth but has no headings or other elements to draw the user’s attention will have a better page ranking. Hence, the SEO audit team tries to focus on both the issues to find out the best solution for both the problems.