SEO is a complicated field due to the many factors that influence a page’s SEO ranking and the quality of submissions. The outcome of SEO audits is always the best practice for future optimization. Most companies have learned the hard way that they can easily dominate the SERPs by paying for popular in-demand keywords that only attract visitors with cash. This process leads to little or no organic growth and eventually collapse of the company’s search engine rankings. On the contrary, a thorough SEO audit process eliminates common mistakes and establishes the best practices to improve site competitiveness and search engine rankings. Moreover, a firm can easily avoid these pitfalls if they understand what to look for and how to conduct SEO audits.
One SEO factor that greatly affects search engines’ page ranking is the use of too many website links. Each link has a specific purpose that is to direct users from one page to another. If the links used are not relevant, they will have little effect on the ranking of the site. Search engines in particular frown upon links that are only used to promote links. This includes using internal and external websites, banners, images, video and flash movies and other similar sources that are used for self-promotion.
Another major issue concerning SEO involves keyword density. The density of keywords determines the relevance of the main keyword. If the keyword density is less than 1%, the website may not have an edge over its competitors. A high keyword density can actually sink a site. To remedy this problem, SEO firms will conduct keyword analysis to identify keyword phrases with high search volume.
Keyword research should always be a part of an SEO audit process. By closely analyzing top 1 percent keywords, a good SEO firm can identify profitable keyword phrases that produce traffic. Once identified, these keywords should be used in titles, links, Meta tags, headers and content. By reducing the amount of irrelevant keywords, the optimization effort will be more effective.
A keyword discovery audit also enables site owners to get a better idea of their competitors’ strategies. Site owners can conduct this experience with their own computers, allowing them to manipulate the web-pages in question. An example of this experience includes the View All Headers feature on a site explorer page. The site explorer page can be manipulated in order to reveal competitor websites that compete for the same search terms.
The last part of an SEO audit involves tracking progress over time. SEO companies offer several tools to help gauge progress. These tools include monthly statistics, user activity and complete search engine ranking reports. Knowing what type of progress a business is making with SEO optimization will allow e-commerce site owners to see where improvements should be made.
An SEO audit template is the most effective method of preparing for an audit. The audit template should contain all of the necessary elements, such as an overview of current rankings, a detailed strategy for keyword positioning, and backlinks analysis. This comprehensive outline will ensure that an audit report provides site owners with everything they need to conduct a successful audit. The results of the audit will determine whether the site has moved closer to the top of Google’s ranking system and, thus, become a valuable part of the e-commerce marketing mix.