An SEO audit is a critical process that monitors your entire page content and your site’s functionality. Most SEO audits nowadays focus on one of two factors: keyword density and total page visibility. Keyword density is the percentage of times keywords are used on your site’s pages vs. the total number of words used. If you have too little keyword density, it will make search engine algorithms think your page doesn’t have enough useful information to attract users and get you indexed.
On the other hand, if you have too much keyword presence, it can make search engines believe you are offering too much information and have too many links. A SEO audit regularly checks your page’s grammar, spelling, links structure, HTML coding, website navigation, usability elements such as dropdown menus, images, videos, and flash. In doing so, it prevents keyword stuffing and makes intelligent suggestions on how to improve and optimize your page’s performance. SEO audits are key for several reasons, not least of which being that Google constantly changes their search algorithms and website algorithms according to new technologies and novel search patterns.
A SEO audit also gives site owners an opportunity to identify how they can optimize their pages for highly searched keywords. There are two ways to optimize your site for highly searched keywords – optimize with high density keywords (also called super-selective keywords) and minimize the use of other less competitive keywords. High density keywords are the most valuable and competitive for your particular niche. In order to optimize for highly searched keywords, you need to do keyword research, build links to your page, analyze and compare the competition, create link building campaigns and monitor results.
In addition to these basic steps, an SEO audit also includes additional technical audit tools to ensure that you have incorporated all the important elements of search engine optimization, namely: site maps, content, coding, link structure and functionality and meta tags. The technical audit tools analyze the entire site architecture and determine the amount of work and effort required to optimize it, where and how much work is needed and the expected traffic and conversion rates. These technical audit tools also indicate areas that need improvement, so you have an opportunity to revise and rethink your site architecture and design.
Keyword research is an integral part of SEO audit. By conducting keyword research, you will have a better understanding of the market you are targeting and what specific keywords are highly competitive. This will give you a better idea of the number of searches you will need to conduct to achieve your goal of at least showing up on the first page of the search engine rankings. This will also allow you to make strategic decisions about where you can incorporate your specific keywords in your design.
By performing keyword research and engaging in the process of optimizing your site architecture and overall content, you have the opportunity to achieve higher search results and better brand awareness. You will be able to garner more interest from the audience you are trying to reach and enjoy a higher level of success within the competitive marketplace. This will create long-term value for your business that will endure the test of time as your brand Awareness and customer loyalty continue to grow.