An SEO audit is a method of examining how well your website relates to search engine optimization and ultimately producing higher search results for your website. It’s basically a health check to see if your website is optimizing well for what you’re trying to accomplish. As a website owner, you must be able to link the dots in order to how SEO problems are effecting your business objectives, strategies, or bottom line revenue. A report on search engine optimization and internet marketing practices is also called an SEO report or SEO audit. It’s a great way to give your website a once over and make sure that everything is operating correctly.
An SEO audit can include a variety of things. The most basic type of SEO audit would just be an on-page audit. This would include keyword research, competitor analysis, and other on-page optimization activities. Many SEO firms offer both on-page and off-page audits. But an on-page audit is considered the foundation for all audits.
Keyword Research: For those who understand how SEO works, keyword research is a great way to ensure the success of your SEO strategy. It’s not only a great way to gain better insight into the major searches and how to use them effectively, but it’s also a great way to gain more traffic and better organic search keyword rankings. Google AdWords and other PPC programs provide the traffic and potential visitors to your website. However, if your site isn’t optimized for those keywords, you’re not going to get much traffic. So the trick with keyword research is to figure out what words are being searched and then optimize your page or website to be accessed by those people.
Competitor Analysis: Companies that perform an on-page audit often times discover that their competitors are already optimized for those very keywords. Therefore, there is a great opportunity to capitalize on that competition. There are several different ways to go about conducting an audit on your competitors. One popular method is to conduct an “opsy” of your competition’s website. Oopsy reports usually include competitor analysis and suggest how to better position your website or blog for the keywords you want to rank for. Another popular method of competitor analysis is through viral video campaigns that highlight their strengths and weaknesses.
Internal Linking Analysis: An internal link audit helps identify the internal links from each major website. Those internal links could be critical to your website’s SEO strategy. When we say “internal linking”, we’re referring to links from other sites on your network that are critical to your success. These links could be from internal pages, internal tags, content pages, forums, comments, and any other valuable external resource.
Data-driven Analysis: As mentioned earlier, data is crucial to SEO success. To conduct an effective audit on your competitors, it’s important to pull out the data and analyze it. Data-driven audits can help identify key metrics such as search volume, average time on page, and other important data that is difficult to obtain otherwise. For example, if you’re focusing on increasing your backlinks, how much of your competition’s backlinks are backlinks from sites with less traffic?
Google Analytics: In addition to helping you analyze your competition, Google Analytics provides a host of useful reports. Google Analytics offers a free account, but they also offer a template for a wide variety of reports. The template pulls Google Analytics data directly from the source site. It provides granular detail that is easy to manage. You can also import a large amount of data from Google Finance, where you can import data from all of the different financial indicators available.
Meta-tags and Headings: When working on your optimization strategy, it’s important to determine your ideal landing page. After this, it’s a simple matter of getting into the nitty-gritty of optimizing your keywords. Once you’ve determined your ideal keywords, it’s a simple matter of optimizing your page to make sure that you get high organic search traffic for those keywords. A good example of this process is seen in the header tags on your site.