SEO Audit – What Is It?
SEO audits are carried out to help with identifying areas of potential improvement, identify the problems in current strategies and make any other adjustments that may be required. The time taken for an SEO audit, however, is very different to all sites. On average the audit process can take up to 2 months. There are however two main factors which affect how long your audit will usually take.
First, the SEO firm will carry out a wide variety of testing throughout the process. This will include looking at the amount of search engine traffic to the particular site as well as analyzing competitor websites. During this stage, the auditor will also analyse the use of meta tags, content writing style and how the links on the website are aged. All of these factors can have an effect on the ranking factor. As the SEO firm carries out more tests and examinations, the more changes they will see.
Secondly, it will also involve examining the web page’s speed. A SEO audit will look at the pagespeed insights of each page. Pagespeed is a key performance indicator, which assesses how quickly a page is viewed on a web browser. The pagespeed insights will measure how fast the individual pages are loading. If the pages load at a faster rate, it will increase the likelihood that the pages will be seen by the users.
The final step of the audit involves looking into the website’s internal link structure. The audit report will cover the internal link structure of the site. This includes looking at the links that connect to each URL on the site as well as various other internal and external links. The on-page SEO audit will look at how many links exist to the actual page where the user is currently visiting. It will also check the internal linking structures of each page and evaluate whether it is following the appropriate link structures. If the pages lack the correct internal linking structure, then the usability for users will be reduced.
One more aspect of an SEO audit involves checking the status of the internal SEO sitemap. The sitemap is basically a map showing the location of every element on a web page. When this map is incomplete or outdated, then it will have an impact on the ranking of that particular page. If there are missing links, broken links or any other irregularities, then it will have a negative impact on the ranking of that particular page. It can even lead to the pages ranking being changed. The audit team will check if the status of the sitemap is correct.
The on-page analysis is carried out by checking the page’s content, title, URL and keywords. These technical aspects can be checked individually as well as in combination. The on-page analysis is usually carried out by using either the Google Webmaster Tools or Google Analytics. This will provide the audit team with data relating to how competitors are ranking and what types of elements they are using to rank well.
The off-page aspect of SEO audits involves checking for broken links, downloading speeds and downloading error messages. Each of these aspects can affect the rankings of the site. For example, if there are too many broken links, the load time for a user will be decreased. Similarly, if the download speed for a particular page is too slow, then that could affect the user experience and the rankings.
Once all of these factors are checked and the site is found to be in compliance with the requirements of the audit, then a progress report will be generated. This is an analysis report detailing the changes that have been made to the site and how successful the changes are. It will also detail any backlink profile that has been identified. This information can be extremely useful when it comes to assessing which elements on the page require improving in order to achieve improved ranking.