The Main Purpose of SEO Audit
SEO audit is the act of evaluating a search engine’s actions on a particular website or web page. It is performed by a professional, who understands search engine optimization and has the necessary experience in order to assess whether a website or web page is optimized for the search terms. SEO aims at improving the volume and quality of site traffic from search engines; thereby increasing company profits. SEO aims to gain competitive advantage by using different tactics and strategies that can be implemented to increase the page rank, visibility and search engine results for websites or web pages.
SEO audits are conducted by professionals who understand the requirements of clients and their requirements for search engine optimization. An SEO audit usually focuses on the on-page and off-page aspects of search engine optimization. SEO audits focus on identifying the factors that affect the rankings of websites or web pages for particular keywords. The on-page factors include meta tags, title tags, content keywords, ALT tags, URL structure, website layout, image tags and many more.
The on-page factors include the submission of meta tags, title and description tags, URL structure, page titles and descriptions, site structure, ALT tags, site navigation and other web directory submissions. This helps in analyzing the progress of the companies’ SEO activities. SEO audit also includes analyzing the competitor’s efforts, identifying key phrases and keyword combinations that achieve high ranking in search engines, reviewing the methods and strategies used by the competitors to improve their website rankings and analyzing the tools and techniques used by the competitors. These audits also help to understand the strategies adopted by the competitors to gain an edge over the SEO.
For an SEO audit, the client must provide search engine marketing data that clearly states the target audience, keywords, competitive analysis, current and future trends and target phrases. The objective of the audit is to identify the areas in which the business can make the most improvements to its current SEO strategy. This helps to provide the client with a better understanding of its current search engine positioning and the need for changes to enhance its SEO performance. The client will also be provided with recommendations on improving the on-page elements of the website, such as meta description, title, URL, H-tags, Meta tag management, Alt text, X-HTML, pictures and other image attachments. SEO audit also includes review of internal web directories and competitor forums that contain lists of popular keywords.
SEO audit makes sure that the changes implemented are in line with the objectives of the company. For instance, it may want to make sure that the new scheme does not result in loss of ranking points. In this case, it conducts a detailed analysis of the website’s structure, code and other components to check for redundancy. It checks the keywords used by users in the target market segment, competitor’s websites and competitor’s web content. The aim of this exercise is to ensure that SEO is effectively working for the company’s objective.
Another major part of SEO audit is to check for duplicate content or over-optimization of keywords. While the process may be time consuming and tedious, it ensures that the SEO is being effectively applied to the website. A popular method of checking for over-optimization is to analyze the links from other sites that point to the target site. The audit team will identify those links from high page ranked sites that are hyperlinked to the target pages. If the links are not convincing enough to convince search engines, then the site should be improved in order to improve its rankings. This is another aspect of SEO audit that ensures that it is being properly implemented.
The second aspect of SEO audit is to check for the existence and relevance of sitemaps and how they affect the indexing scheme of search engines. Currently, Google has introduced tools like Google Sitemap to make it easier for crawlers to locate the relevant links. Other search engines, such as Yahoo!, have also started using the same methodology. Sites that do not follow the proper guidelines will be blacklisted by search engines and could suffer from a drop in ranking. In addition to linking, this tool will also impact on-page SEO efforts.
The final part of SEO audit involves verification and reporting. If the company has conducted the technical audit successfully, it will present findings in a report. This report will contain links to checklists that were created during the audit process. The main focus of this section is to ensure that the links are relevant and the rules are followed, as well as to make recommendations for improvement.