Understanding Why You Should Have an SEO Audit
An SEO audit is an important part of search engine optimization, or SEO for short. SEO refers to many things, but basically they mean optimizing your site in such a way that it ranks high in the natural listings of search results. Search engines usually approve of SEO when the following conditions are met: keyword relevance, site content, internal linking structure, and competitive domain names. However, these factors are themselves not enough to achieve a high SEO ranking. Below, you will learn about the 4 different methods used in SEO, along with their differences and benefits.
Competitor profiling is a type of SEO audit that compares your current optimization methods to competitor’s strategies. Each strategy being used by the competitor is compared to the others to see how well they are performing. Competitor profiling helps you understand what makes your competitors successful and also helps you understand what you can do to improve on your current SEO methods. In addition to analyzing the competitors, this type of audit also helps you learn about their current campaigns, and what keywords they are using to get traffic. Competitor profiling may sound complicated, but in reality it’s not.
Technical audits are mostly performed to verify if the SEO software or scripts used are actually achieving what is needed. Sometimes, invalid or missing codes that should be removed completely lead to invalid audits, which are essentially ignored. A technical audit typically involves some form of back link verification, link building, and/or content verification, which are quite different than a backlink audit.
Meta audits, or in short MOS, are performed to identify areas where the SEO campaign is lacking. This includes issues with meta tags, sitemaps, title and header tags, page titles, Alt text, and other such components. These types of audits are quite tedious, as they require thorough page scans to identify missing and invalid meta tags, and other items. However, if done properly, they can detect problems and errors before they result in severe negative SEO results. MOS audits are also helpful for assessing overall website performance.
Social Media audits pertain to checking the amount of link building and sharing with social media sites. This includes analyzing how many links are being passed or deleted by the search engines. Another aspect of these audits involves the testing of links from local search results. They check to see if websites are linking back to the search engine from local pages, and if they are, what is the quality of those links.
Organic SEO audits analyze organic data to identify where changes are needed most. One of the biggest reasons organic SEO fails is the lack of changes to the existing site architecture. A lot of changes are made to a site after it has been established, and therefore new elements are not integrated into the site architecture. It is difficult for the organic SEO team to identify all of these changes, which leads to delays in on-page SEO performance. In some cases, the organic search engine optimization team may be able to identify a problem area, but in most cases, the only solution is to make a change to the site architecture. An audit can pinpoint all of these major changes, and thereby improve the on-page performance of the site.
Meta and Title audits are often misunderstood. The title and meta tag audits relate to the internal structures of a site, while the tags themselves do not have any relationship with search engine ranking. SEO firms that offer these services are looking at the code of a site, or looking at the HTML source code. When it comes to SEO, these audits are very important but often get mixed up with other service types. If SEO audit is confused with an SEO service, they should clarify both terms.
Another SEO audit option is to look at the search engine’s “spiders” – these are programs that crawl the web pages and identify areas that need to be optimized. Sometimes these areas are missed by the internal search engine teams, leading to even more delays in on-page performance. These types of SEO audits are typically used to identify areas of weaknesses and laxess in the company’s structure. Once identified, they can be corrected and optimised to produce even better search results.