An SEO audit is basically a method that assesses your site’s performance when it comes to the most current SEO best practices, and also any competitor analysis conducted. Analysis is carried out to various components of your site during an SEO audit. This includes; competitor analysis. This is where competitor information is investigated to discover how your competitors are ranking, what methods they are using to gain traffic, what keywords they are targeting, and other vital information.
Competitor analysis is very important for two major reasons. Firstly, it can reveal methods that your competitors are using to gain high rankings. Sometimes this means that they are employing unethical methods such as spamdexing. Other times it might mean that they are just using the most effective methods available which can give your site a high search engine ranking.
Secondly, competitor analysis can expose the most successful strategies your competitors are implementing to gain organic linking. A popular strategy is to create link farms, or more commonly known as directories. These farms are designed to mimic the natural process by which natural links are established and maintained with websites. Many high quality link farms have been identified and the methods implemented by the owners/operator of these sites are often under scrutiny during an audit of your site.
During an SEO audit, it is important to check to see how many pages of content are on your site. Many people don’t realise that there are certain keywords that rank higher than others in search engine rankings. If your site only has a few pages then it is highly unlikely that you will achieve good rankings. There are two simple reasons for this. Firstly, the competition for keywords is intense.
In order to avoid getting found out by Google, many sites employ techniques like keyword stuffing or using excessive anchor text. Both of these techniques are highly undesirable and can be discarded straight away. Another way of achieving good rankings is to carefully select where on your site text that you put anchor text. The rule is to avoid repeating text on your web pages and concentrating on creating one meaningful sentence.
An SEO audit often reveals the methods by which your competitors have ranked well for key phrases in their niche. Very often this means that you will be able to incorporate similar methods into yours, if not exactly the same, to improve your rankings. However, sometimes even employing the same or similar methods can result in different ranking results. Because an SEO audit focuses on search engines, each page of your site must be thoroughly examined.
Search engine spiders are always crawling the internet looking for new links to your site. They then crawl links from other sites into your site to index. Whilst you may not have created your site to be easily found via a search engine, the search engines will rank sites according to their relevancy. If a search engine deems two pages of your site to be of high importance, they will rank them very highly in the search engine results.
An SEO audit will reveal any problems that exist with your site structure or how you are optimising your keywords. It will identify gaps in your site or areas in which you could do more to attract visitors and drive sales. It will identify how you are using duplicate content and how you are obtaining organic links. By closely examining all of these factors, you will be able to improve your SEO and achieve higher search engine rankings.
Organic search engine optimization or SEO involves a number of different elements, all of which have a bearing on the site’s performance. These include the site’s headings, meta tags, keyword density, internal linking structures and content creation. A good SEO consultant can identify these areas and suggest ways to improve them. In addition to improving these aspects, the consultant may also suggest techniques for achieving organic traffic and improving your site’s search engine placement. For example, if you have a large amount of text on your site but very few keywords within, you could benefit by including a high density of relevant keywords within your Meta tag information.
Optimisation for organic traffic is often less noticeable than other methods of SEO, as the search engines prefer natural results to SEO results. However, it can still boost your site’s performance and visibility. Many SEO consultants recommend monitoring organic traffic and the results from various methods including pay per click and sponsored listings. This can show you where your traffic is coming from and can help improve your understanding of how to optimise your site for organic growth.
If you choose to carry out an SEO audit on your site yourself, you should be sure to do your best to find out what factors are causing visitors to leave your site. Sometimes people are put off by certain aspects of your site and decide not to return. This can often be down to the design of the site, the way the information is presented or even the way in which it has been linked to. By identifying these causes and putting measures in place to remedy them, you can ensure that your SEO strategy is as effective as possible. This knowledge can then be transferred into your own campaigns, helping your business to grow and achieve success.