The first step to a successful SEO audit is to understand SEO in its most basic form. This is basically basic information, but knowing exactly how SEO fits into a marketing plan is the first step towards SEO audit success. New digital marketing platforms are rapidly gaining traction across the globe, and SEO/SEM isn’t the be-all-and-end-all of online marketing. Proper keyword density, URL structure, meta description, title, image selection, content, and other elements are important to your overall marketing plan. If these components are missing or are not clearly defined, you need to ensure that SEO implementation strategies are in place to boost your overall conversion rates.
Keyword density is the most important aspect of an SEO audit. The higher the keyword density on each page of your website, the better search engine rankings you receive. This in turn leads to increased traffic, better conversions, and higher profits. A common mistake with keyword stuffing is using the same keywords over again, and although it can be effective in certain situations, it is not in SEO. Using the same words multiple times in your content, in the title, in the URL, and within the body of your article/content is considered keyword stuffing. In short, stuffing keywords into every inch of your page – or, worse, your article – will do nothing to improve your page rank, but can actually hurt it!
URL structure is a critical component to search engine optimization. It is extremely important that you create unique URL’s for every page within your site (including the product pages). Although Google encourages a single URL per page, this doesn’t mean that you should not attempt to have more than one URL per page. Having your URLs in different places throughout your site can lead to complications down the line, and it can be detrimental to your SEO efforts.
Search Engine Optimization should be approached as a process instead of as a single goal. In order to optimize your site, you must determine what your ultimate goals are. What is your ultimate goal in terms of ranking? Is it to rank highly for a specific keyword, or to drive targeted traffic to a specific page? Your answer to this question will dictate what actions you take to optimize your page.
On-page Optimization includes such things as internal linking, keyword density, Meta tags, URL structure, and off-page elements like title tags, external linking, incoming links, social bookmarking, etc. Once you have all of this information together, you will then be able to determine which actions you will take to optimize your site. In order to optimize your on-page SEO, you must first make sure that you get a proper amount of inbound links. Article marketing, for example, can serve as a good source of link juice if the article is well written and contains relevant information that is related to your target keyword. If you happen to miss this step entirely, then you could wind up hurting your SEO efforts.
In order to optimize your web pages for search results, you must also focus on your off-page SEO efforts. This may include creating high-quality links from other websites, submitting articles to high-ranking article sites, bookmarking high-quality websites, social bookmarking, writing a blog, submitting your site’s RSS feed to an aggregator, and so forth. These activities will create and build a foundation for your off-page SEO.
You must also understand that keyword density is crucial to optimizing your page for search results. Without a proper keyword density, your site will not rank well for that keyword. In fact, some people believe that keyword stuffing is sometimes considered a spam technique. Therefore, you must carefully select keywords that are meaningful to your business, but that are also relatively easy to optimize for. High-quality links from other websites that are related to your niche will help to accomplish this.
Another important aspect of an SEO audit involves analyzing and evaluating your current page. While it is true that you should strive to create as many pages as possible that have high search engine rankings, in some cases it is necessary to make changes to a particular page to make it more SEO-friendly. For example, if the main keyword in your title is “dog training,” then you might want to change it to “how to train a dog,” or “training your new puppy.” In this case, the previous page would be ranked for that keyword, but the new page would not. Therefore, it is important to analyze which keywords you are using and whether or not they are achieving the results you are looking for. If your current page is not ranking well for one or more keywords, then it may be necessary to make some changes to the page.