SEO Audit – How to Do It Properly
If you are in the market for an SEO audit, you will want to take the time to consider all of the different factors that will likely come into play during this time. While an audit can run a lot more smoothly if every page in your website is scrutinized, you must first understand how to do this properly. Tools needed for an SEO audit vary, but some of the most commonly used include web-review tools, data-collecting tools, page inspection tools, and various types of testing software. Before jumping into the SEO audit phase, there are some tools you will need to experiment with to help make sure this whole process goes as smoothly as possible.
First, you will need to determine which keywords or keyword phrases are bringing you the most traffic. The next step involves testing these keywords and keyword phrases across a number of search engines. It is important that you have your page formatted properly so that search engines can see it properly. This is actually a two-step process, since you have to make sure that the content on your page is not only grammatically correct, but that it is also written for search engines. The most common formats for a page are generally a.php file and a.htm file.
Once you know what keywords or keyword phrases are bringing you the most traffic, the next step is to see how much competition you are facing. Generally speaking, the higher the page’s ranking factor, the less competition you should expect. Since search engines evaluate these ranking factors differently, it is best to use a standard format throughout your site (this will be discussed in greater detail later on). However, in general you will want to use one of the following formats for each page (there are also other factors to consider when evaluating page performance, including meta tags and alternate image names).
In the Google webmaster tools, you will find an organic search console that allows you to track your landing page’s performance. You should note that this doesn’t mean that your page is doing well! You should monitor the click-through rate (CTR) to ensure that the traffic you are seeing is targeted and consistent. The organic search console also allows you to look at your overall keyword list (this information is shown below) to get a better idea of which of your pages could be improved by adding some targeted keyword phrases.
In addition to this, there is an SEO Metrics Viewer that makes it easier to determine which keywords or keyword phrases are helping you with your rankings. This tool displays a histogram of your results as well as a breakdown of how many people are clicking on links within your site. As you can see, this page gives you more detailed information about your page’s performance compared to your competitors. If you don’t have access to this tool, you can still monitor your rank and performance by navigating to the “advanced dashboard” section of Google Webmaster Tools.
Lastly, we’ve looked at how to identify problem areas within your site and, in turn, how to remedy these problems. One common area that is examined in an SEO audit is how you are targeting your keywords. Sometimes search engines will send crawlable URLs to sites that are not relevant to the topic of the page, which can lower your ranking.
To remedy this problem, it is recommended that you use proper anchor text to link to pages outside of your website. This, however, does raise a slightly different issue for those who do SEO audits. Some people believe that link popularity is not all that it takes to rank highly in the search engines. For example, if a search engine visitor finds a particular page on your site and clicks through to a second site to learn more, your ranking may be affected. However, by changing the URL to the original page (which Google calls “dofollow”) you can easily counteract this effect. By testing this technique with your current pages, you can determine what the optimal path is for increasing your page’s rankings.
One final SEO Audit topic that will be addressed is the question of “What are Meta Tags?” Meta tags are small descriptors a search engine provides to describe the content of a web page. They are a vital part of Search Engine Optimization, but, like everything else, they can be abused. In the past, unscrupulous SEO marketers would submit duplicate meta tags, making their pages appear identical. Google banned the practice under the guise that it was hurting the “natural” ranking system of Google. Today, you’ll still see unscrupulous marketers submitting duplicate pages with the same tags, but Google has implemented a method that forces marketers to re-apply the right tags.