The goal of this guide is to discuss the steps involved in an audit. We will also review why a website audit for seo is important, what areas and items should be evaluated when doing an audit, and how to perform the audit.
In this guide, we review the aspects of Audit Website For Seo, how to do a website audit for seo, why do an seo audit, and how to check seo audit.
Audit Website For Seo
In this article, we’ll examine how to audit your website for SEO performance. We’ll go over some simple tools and steps you can take to find out if there is a correlation between the number of visitors and some of the main SEO factors.
Compare organic search traffic against organic keywords rankings
One of the easiest ways to compare organic search traffic against organic keywords rankings is to use a tool like Google Search Console.
If you have a paid version of SEMrush, then you can also use that tool for this purpose.
Compare organic search traffic against Adwords spend
The next step is to compare the organic search traffic against your Adwords spend.
You can do this by looking at the average daily organic search traffic, and comparing it to your monthly ad costs.
If you have a higher number of visitors from your organic search results, then focus on improving their quality. This can be done by creating new content that’s more relevant and engaging for users, or creating better internal links within your website.
On the other hand, if most of your visits come from paid ads, then consider increasing bids on keywords related to your products/services as well as adding more keywords into existing campaigns.
Compare organic search traffic against backlinks
- Backlinks are the links that point to your site (i.e., the URLs of other pages). They’re a crucial part of SEO and can be from other sites, or from your own site.
- On-page backlinks are those that appear within a page’s content—for example, if you have a link in your sidebar pointing to another page on your site. Off-page backlinks are external, meaning they’re not on any pages within your website; for example, if another website has written about you and linked to one of your posts with an anchor text like “this post is great!” or “click here.” You don’t control these sorts of links, but they can still help improve rankings in search engines like Google.
- In general terms: off-page backlinks are more important than on-page ones when it comes to SEO success.
Compare organic search traffic against keywords ranking evolution (historic data)
It’s a good idea to take a look at your organic search traffic to see how it has been performing over time. You should see a positive correlation between the number of visitors from organic search traffic and your keywords ranking evolution.
Use this tool to conduct a basic audit for your site to find out if there is a correlation between the number of visitors and some of the main SEO factors.
This tool is designed to help you conduct a basic audit for your site. We hope it will help you find out if there is a correlation between the number of visitors and some of the main SEO factors that are important for you. When using this tool, we suggest that you focus on just one or two aspects at a time so that it’s easier to see the results clearly. If your site has hundreds or thousands of pages, make sure that you only use up to 10% of them in any given test run (otherwise, we might not be able to provide accurate results).
If there are no links pointing back at your website from another website (e.g., Links from Web 2.0 Blogs), we won’t show those links as part of our analysis since they don’t provide any value for us when trying to see what effect they could have on our rankings in Google SERPs…
how to do a website audit for seo
Most digital marketers talk to businesses and say, “You need to optimize your website.”
But, how can they tell a business needs to have its website optimized?
Even before you start selling SEO, it’s important to establish if a potential client has the need for the service. Otherwise, prospects won’t understand the value you’re presenting.
In SEO, every strategy relies on data – from keywords to links. All this begins with an SEO audit.
1. What is an SEO Audit?
“An evaluation of a website” that grades it based on how it appears in search results.
If you do a quick search on the meaning of SEO audit, you’ll come across the following definitions from industry experts:
Neil Patel refers to this as “an evaluation of a website” that grades it based on how it appears in search results. He likens this to a report card that displays the website’s “Googleability”.
Digital Marketing Institute refers to SEO audits as the process of checking the health of a website to prevent spam and provide recommendations for better site optimization.
It all boils down to the process of diagnosing the website to look for areas requiring improvements and providing the appropriate fixes.
But, how is an SEO audit different from an SEO analysis?
At times, SEO specialists interchange these terms. However, some refer to them as different processes of an SEO strategy.
An SEO audit identifies the pre-existing issues and opportunities on-site to come up with resolutions for website optimization; an SEO analysis may involve only one or two aspects of website evaluation.
You can begin with an SEO audit and provide the analysis later on. Oftentimes, some SEO specialists treat an audit as a compilation of different analyses done on a website.
The power of SEO audits comes from crawlers or tools that check the website. These tools function like Google’s bots in how they inspect websites for issues. Each of these tools has specific crawl settings and examines different areas that may affect the website’s performance. Later in this post, we’ll provide you with a list of SEO audit tools to use when checking websites.
2. What’s the Purpose of Doing an SEO Audit?
Knowing how to do an SEO audit is one of the important skills that anyone who wants to be an SEO expert should possess.
But, why conduct an SEO audit in the first place?
The obvious reason is to know how the website is performing, what elements need to be optimized, and what opportunities you can capitalize on. However, the purpose of doing an SEO website audit goes beyond a “check it and leave it for later” approach.
While an audit can provide you with data to better optimize the site, it doesn’t constitute the entirety of your SEO strategy. Don’t treat it as a step-by-step document; instead, use it to build the foundation of your SEO roadmap.
3. Who Uses an SEO Audit?
An SEO audit can be a powerful tool in a marketer’s arsenal, but who can benefit the most from using it?
Almost anyone can use an SEO audit. One thing remains clear: an SEO website audit is a cornerstone of your campaigns.
4. How Often Do You Perform an SEO Audit?
Some think an audit is a one-time process. It shouldn’t be.
If you want to have data that you can work on, we recommend doing an SEO audit during the following situations:
There’s no limit to how many SEO audits you can perform on a website. It’s important, however, that you’re tracking the improvements and adjusting your SEO strategy according to your findings and available data.
5. How Do You Conduct an SEO Audit?
Every professional SEO consultant or SEO specialist may take a different approach when auditing a website and identifying critical components that go into the report.
We’re going to break down the process of doing an SEO website audit. Before you start, you need the following:
First Things First – How Long Does It Take to Do an Audit?
The answer may vary. Some SEO specialists base this on how big the site is and how in-depth the audit will be. Some allot days or even weeks to conduct a comprehensive SEO website audit. Most SEO audits take longer because of the manual work – compiling data into an SEO audit spreadsheet, analyzing the information gathered, and recommending actionable points following their analysis.
But, an SEO website audit doesn’t have to take that long.
Auditing a website can be straightforward. If you’re using the right SEO audit tools, you can complete an audit quickly and bypass the manual processes.
What are the Different Types of SEO Audits?
Website audits may cover different aspects of an SEO implementation strategy. Some specialists lump them in one SEO audit proposal, while others classify their findings into different types of audits.
Here are some of the common audits by SEO specialists:
1. Technical SEO Audit
This type of audit covers the technical aspects of the website: indexability, website architecture, URL structure, and on-page elements. For instance, identifying Metadata with low CTR and checking for XML sitemap are included in a technical SEO audit.
Technical SEO audits often precede content and backlink audits because it focuses on fixing issues that prevent search engines from crawling or indexing the website properly.
2. Local SEO Audit
This type of audit may be recommended when you’re doing local SEO for businesses. Local SEO audit may have the same components as a technical SEO audit, but with more focus on the performance of a website on local search results. An example is when specialists check if the business has accurate Name, Address, and Phone Number (NAP) across major listings.
Why conduct a local SEO audit? Pretty simple – 50% of customers doing a local search on their phones visited a store within a day. If businesses are not optimizing for local search results, they’re missing the potential to improve conversions. Local SEO audits provide businesses with a baseline of how they can rank locally before moving forward to a more global audience.
3. SEO Content Audit
SEO content audit provides a more in-depth look at a website’s indexable content. You can use this to determine which pages or pieces of content are driving traffic and conversions, which needs to be updated, and which to slate for removal.
An SEO content audit is also useful for identifying duplicate content on the site. This audit also helps in guiding your content team when looking for gaps and opportunities to better rank websites.
Some SEO specialists, however, confuse content audits with a content inventory. An audit is more of a qualitative assessment of a website’s content, while an inventory is an account or repository of existing assets (Examples are blogs, videos, guides for lead magnets, and marketing materials). A content audit goes beyond collating available assets of the website and focuses on how every piece of content engages the audience and delivers SEO impact to the business.
4. SEO Link Audit
An SEO link audit or backlink audit analyzes a website’s link profile to determine their quality – do they have good or bad links pointing to the site? As with an SEO content audit, conducting a link audit can help you uncover gaps and opportunities for your SEO link building strategies. Most importantly, doing regular SEO link audits can be a safety precaution in avoiding Penguin penalties and removing spammy links to the site.
Link audits also provide insights into the backlink profiles of competitors. Some tools can show you how many referring domains a specific site has, which you can use to develop your link acquisition strategy. For instance, you may want to build links to high DA referring domains that appeared on a competitor website.
What Tools Do You Need to Perform an SEO Audit?
An SEO audit isn’t a product of assumptions. As we said at the start, every aspect of your SEO strategy relies on key data. To get data, you need the best tools.
Some of the SEO audit tools we recommend are:
As one of the most popular SEO tools to date, Semrush has a nifty Site Audit feature that analyzes a website’s overall health. It also has an On-page SEO checker that analyzes Google ranking factors and provides actionable recommendations to improve a website’s performance. It’s also useful for conducting competitor analysis with its capabilities to monitor visibility and keyword rankings for multiple domains, as well as identify top-performing pages that drive organic traffic to competitor sites.
Ahrefs Site Audit tool crawls all pages and provides an SEO health score of the website. This tool has three key features: Keyword Explorer, Site Explorer, and Content Explorer. The great thing about this tool is it provides visuals of findings to make them easier to understand and analyze. Ahrefs is completely cloud-based, so you can log in anytime and audit websites on the go.
3. Screaming Frog
Screaming Frog is one of the popular tools among SEO specialists because of its capability to analyze small and large websites. It’s mainly a website crawler than an audit tool, but is still useful for detecting potential SEO issues, such as unoptimized Meta titles and descriptions, broken links, duplicate content, and blocked robots.txt. We recommend this tool if you’re auditing websites with up to 500 pages.
MySiteAuditor can serve a dual purpose for agencies: auditing websites and generating leads. This can provide you with personalized SEO audit reports that you can send to prospects or clients. By entering the URL and target keyword or phrase of the website or a competitor site, you can get an instant audit report to determine how optimized a page is for the target keyword.
why do an seo audit
Whenever a person types in a search query on a search engine, that search engine will look for different ranking signals on different websites in order to determine whether or not a website is eligible to rank for that query.
Regularly reviewing your search engine optimisation (SEO) activity will help you check that your website is optimised for search engines and if isn’t, running an audit will allow you to identify the main issues on your website that are preventing you from ranking.
Running a SEO audit is a necessary part of keeping your SEO strategy updated, if you are regularly optimising your website, you will see a regular increase of traffic to your website which should increase the amount of leads and enquiries you are getting for your business through your website.
A successful business must be accessible to its clients and found easily by search engines. If you have a business with a website, and you have invested in optimising your website, be it with an external agency or internally – conducting a regular SEO audit will prove if your investment is paying off. A good SEO audit will also help you identify different trends to help you maintain high levels of website traffic.
Putting SEO strategies in place
The most important part of creating a strong SEO strategy is to do an initial SEO audit of your website, this is extremely helpful and can quickly show you what is working and what needs to be tweaked to maximise your website’s performance.
Performing audits regularly is a great way of ensuring that your website is mobile optimised, loading quickly and allowing users to take the right action on your site. It also helps with planning the next stage of SEO activity for your website. Regular SEO audits are essential for your website’s success, here’s why:
1. Algorithms are always changing
Search engines such as Google are constantly evolving and updating their algorithms to provide a better user experience. In the past, we have seen many examples of businesses losing a huge amount of traffic on their website after a big algorithm update. You need to be aware of algorithm updates and changes in order to make necessary adjustments to your website before you lose all the traffic you worked so hard get.
2. Page cannot be found
Running a SEO audit allows you to diagnose the status of your website. You’ll be able to see if you have any broken links, redirects or pages that cannot be found, along with any other errors that are reducing your website traffic. This can be quickly identified and addressed with an SEO audit.
3. Mobile optimisation and website loading time
Did you know that Google is using mobile first indexing on all websites? This means that Google now reviews the mobile version of your site before desktop, and ranks it based on results from how your website performs on mobile devices. When it comes to loading time, not only does Google rank based on a fast loading time, 40% of visitors will leave a website if the loading process takes more than 3 seconds.
4. Monitoring your competition
SEO audits can provide you with insights about your competitor’s websites, from their strengths to their weaknesses. You can gain insights on their SEO rankings and determine what keywords they are using and also if it’s possible to implement the same keywords into your SEO strategy, if they are performing well. You may also want to focus on keywords that they are not ranking well for competitors and boost your ranking for those instead. Having an understanding of the competition is always important for your business, especially if they are coming up ahead of you on a search engine.
5. Ranking of your keywords and progress
The best way to see if your SEO strategy is working is to start tracking and monitoring your keywords. Regular SEO audits will give you insights about your website’s overall performance, keywords that you want to rank for and how you currently rank for those terms. With SEO analysis you can regularly update your website based on the performance of your keyword rankings and monitor the progress of those updates.
6. Website traffic insights
With a full SEO website analysis and using tools such as Google Analytics and Google Search Console you can find out about your search volume, URLs clicks, and impressions that your website is generating on search results. Increasing clicks and impressions is always a good sign that your SEO strategy is working – just make sure you regularly monitor this data.
SEO audits are a powerful way to diagnose and benchmark your website for successes, problems and the best way to identify areas for improvement. A detailed analysis will provide you with important insights about things that you need to include in your SEO strategy and fixes to maximise your website’s performance, and most importantly, generate a return on investment for your website.
how to check seo audit
SEO experts know the importance of regular audits, but for many of us who only have a basic knowledge of SEO, it may seem like a daunting task. However, in today’s world of digital marketing, it’s becoming more important to have a clear understanding of this.
In this blog, we’ll give you tips on how to perform an SEO audit (like an SEO audit checklist) and learn more about the latest tools and get tips for a better understanding of the what, where and why behind the process.
What is an SEO Audit?
So what is an SEO audit? It’s a way to check the health of your website to prevent spam and look at suggestions on how to optimize it. SEO audits are important for many reasons, primarily because Google changes its algorithm frequently in accordance with new technology and search patterns.
Conducting a thorough SEO audit is an essential starting point for any digital marketer, whether you do so in-house or outsource the task. This is because it allows you to analyze your current SEO efforts, no matter how prolific or sparse they are, and take immediate action off the back of those insights.
How much does an SEO audit cost? That depends on the tools you want to use and the size of your business and website. Prices vary depending on the agency you work with so make sure to seek out a few quotes to compare.
Have a look at our SEO audit handbook and toolkit to get guidance on the process and get a downloadable toolkit to get you started.
How important is an SEO audit?
It’s important to check a website’s overall health to ensure its usability in both an internal and external context. You’ll need to have an internal investigation of several factors, including the sitemap, anchor text, and even social media platforms. Load time is big, and doing a thorough audit will also bring up red flag issues that you need to address.
One of the reasons that doing this is so important is to make sure that you’re not getting penalized by Google for doing something that might damage your site ranking. There are a lot of little details that can result in this, and if you’re not an SEO expert, you could do it without knowing it. When you get an external audit, you can receive detailed feedback about best practices with your content, linking, and so on.
Doing a full SEO audit is quite complicated and technical, and you can find many more technical descriptions of how to complete one. It may not sound like the most fun activity in the world if you’re not a techie, but it can boost your revenue in ways that you might never imagine if done right.
You must investigate the overall performance of your website regularly. Do a check once a month using some of the tools mentioned above, and get an expert to review your website on an annual basis.
Areas an SEO Audit will cover
An SEO audit is essentially a checkup for your system to see how well it’s functioning in comparison to the market. Below are some of the most important areas that an SEO audit will cover:
Steps of an SEO Audit
There are a few key steps involved in an SEO audit to ensure maximum optimization. Let’s look at each of them in more detail.
Crawling and Site Audits
So how do you do an SEO audit? Every effective audit starts with a comprehensive site crawl. This allows you to assess the current situation and identify any issues your website might have. Essentially, a crawl will help you to set a baseline for the rest of your audit.
It’s good practice to do an automated scan once a month just to monitor basic factors like bounce rate, conversions, and page views. This will be often enough to bring up major issues, like any on-page errors in the form of broken links, page titles and meta-data or duplicate content. If you find any significant issues, you can contact a professional for a detailed audit. A more thorough check should be done annually.
When you do a scan or a full audit, your site is assessed, and bugs can be found, plus it gives you key indicators to optimize your site for better SEO and building brand awareness.
Here are a few key areas to consider when doing a technical SEO audit:
A thorough check will analyze your landing page and how it relates to other pages, the overall user-friendliness of the page, the menu, and whether ads and banners are effective or in the way.
Page speed is also huge when doing an SEO audit, so it’s important to test and benchmark your page load time. A fast site speed promotes a positive user experience, whereas a slow one will result in higher bounce rates in our age of limited attention spans! This is far from ideal if your website is one of your primary channels for conversion.
Here are some of the best SEO audit tools that can help you with page speed. Use Google’s PageSpeed Insights to analyze the speed of your website as it renders both on desktop and mobile. YSlow is another tool that will check your web pages and provide suggestions that you can easily implement, such as correctly formatting and compressing images. Pingdom Website Speed Test examines every part of each web page and provides a detailed list of the items on a page, their size, and individual load times.
The importance of a speed test lies in the fact that you can determine which elements of your website are acting as obstacles from an SEO perspective. Once you know which areas you need to improve, you can optimize your site’s performance.
Assess your Site Architecture
Another factor that will improve your site’s SEO is ensuring it has a solid structure. The better the architecture, the better the user experience, both in terms of website visitors and the bots that crawl it to determine search ranking.
It’s for this reason that having a clear, logical, organized structure that is reflected in a complete, accurate sitemap (that has been submitted to your webmaster tool accounts) is essential. A strong URL structure is equally important.
Make sure that it relates to your site hierarchy and that you adhere to clear and simple naming conventions, avoiding any symbols or numbers where possible.
An example of a strong URL structure would be: www.digitalmarketinginstitute.com/students/courses
Another component of a strong site architecture includes making sure all your main web pages are listed in the top navigation menu of your website, so site visitors and bots can find everything they need easily and efficiently.
For the same reason, you should also include internal links that will take users and bots from one page of your website to another in one simple step. In these ways, you’ll be able to guarantee a strong site architecture that will benefit your SEO.
Check your Site’s Content
Content is a fundamental on-page SEO factor and one that will strongly influence the effectiveness of your site. Google prefers regularly updated, unique content that is relevant to the needs and preferences of a searcher.
This means that you have to make sure that your website’s content fulfills this brief, so you can enjoy enhanced brand visibility and higher rankings. A content SEO audit is a key part of that so make sure you check existing content along with putting your SEO hat on when creating new content.
When creating content, you should use keywords in a consistent, natural manner. You need to strike a balance between using targeted keywords but not conveying your brand to be ‘spammy’. When it comes to creating content for SEO, value and relevance are key!
Use a content calendar to keep track of relevant keywords in each content format and keep an eye on content marketing and SEO trends to ensure you’re up to speed.
Check your tags
Concise, descriptive title tags that accurately convey the purpose of the webpage in question. Longer titles will be cut off by search engines so less is more. Try to include a relevant keyword where possible.
A meta-tag serves as a description of a webpage’s content. If optimized, they will incentivize a searcher to click through your listing on a SERP to your website.
Alt tags for images are a text description that is essential for bots when crawling a website. If you include accurate descriptions of your site’s imagery (and again, use targeted keywords if it feels natural), this will significantly impact your SEO and indeed your digital accessibility.
In terms of other important tags, make sure each of your pages includes a rel=”canonical” link (otherwise known as the canonical tag) in its HTML to prevent duplicate content issues, while blog post tags will help you to organize your site’s content for crawling – provided you have a blog of course If you want to start a blog, check out our 5 simple steps to do that!
Check your Backlinks
Sometimes, it’s not what you know, but who you know. Often, search engines can determine the quality of your website, and its perceived value to searchers, based on the quality of the websites that link to it. Historically, there was a practice known as ‘link farming’ that involved exchanging reciprocal links with other sites to enhance SEO.
However, as time has gone on, the practice of SEO has refined and algorithms have become more sophisticated. In terms of backlinks, focus on quality over quantity, and if a search engine believes that questionable websites are linking to you, it could bring your site into disrepute. Similarly, it’s important to verify that your links are coming from a variety of domains, rather than the same website as this will also impact your SEO.