An SEO audit is a necessary part of any site lifecycle, particularly if a company wishes to boost its online visibility and marketability. It is usually recommended to be performed at least once a year by an accredited SEO consulting firm. If there is a problem, the sooner it is identified and resolved, the better the chances are of the company’s site from being listed in the search engine results. Depending on the outcome, you may just remove the problematic SEO issues from your checklist and plan further action for the business improvement as a whole and the entire project in particular. The audit is done in two phases:
the first phase of the audit focuses on finding out the current status of the website. There are many ways to do this. In this phase you will need to check the usability and general accessibility of the site, to determine if the site meets all the basic requirements of search engines. This includes kpis, which is the buzz term for the usability measurement that most SEO firms use, and is also used in the Google Analytics tracking system. This is actually a very complex process, which are not detailed in this article, but I’m sure you understand what I am trying to say here.
After the on-page audit, the second phase will focus on the second phase of SEO audits – the on-page technical audit. This is the most important one, because it will determine the success or failure of your site. This is also known as the competitive analysis, and it includes various aspects of your website. You will need to monitor the traffic to the home page and other important pages, and identify the marketing efforts and behavior of the users. The objective of this section is to gain a good understanding of your site’s performance based on the data gathered. Sometimes, the technical audit will overlap with the on-page audit, but this is not always the case.
For instance, an on-page audit might reveal that the content on your home page is ineffective at increasing the ranking factors. If this was the case, then you would need to change your home page content, which may be difficult to do, especially if your current web designer is not aware of the required changes. However, the on-page audit rarely reveals any problems with your site’s structure or design. Instead, you might discover a large number of issues related to the usability of the links on your home page, which will impact negatively on your ranking.
The third phase of the audit involves the measurement of the quality of your links. If the technical audit results in the conclusion that your links are from poor sources, then it will be time to perform a high-quality audit on your links. At this point, it will become necessary to contact all your competitors, and see whether they have similar strategies for building links. At this point, it will also become necessary to contact the search engines, and request that they penalize your competitors for poor linking practices. If your competitor’s links are found to be more effective than yours, then your ranking may drop.
Once the content audit has revealed problems with your linking strategies, then it is time to dive deeper into the technical aspects of link building. One of the first things that a search engine optimization expert will do is look at your site’s page speed. Many search engines utilize page speed as one of their major factors when ranking a site. If your page speed is slow, then it will take longer for users to read your content. In addition to slowing down the page load time, this can also frustrate visitors. It is therefore important that you look into improving your page speed.
Another important thing to check during your SEO audit process is your internal linking strategy. Search engines like to see natural internal linking optimization, or one that is crafted in the same way as external pages. Therefore, if you find that your internal linking optimization is not properly implemented, then this could also affect your rankings. On the other hand, if you discover that your internal linking strategy is effective, then it is likely that your search results are also accurate and precise.
The SEO community often debates which of the two main factors, internal or external linking, is the most important factor for search engine ranking. In the end, it is generally agreed that both are equally important. However, the effectiveness of your internal linking campaign may depend more on your target audience. For example, if you are looking to target low-quality pages, then it is usually best to leave off internal linking until you reach the level of high quality pages that you wish to rank. In addition to being seen by people who are looking for your services, your low-quality pages will also be found by users searching the web. Therefore, it is best to develop your internal linking strategy early on so that you do not waste resources on unnecessary links.