What Is An SEO Audit & Why Do I Need One?
The Different Aspects of An SEO Audit
The purpose of an SEO audit is to examine all aspects of your site’s SEO and understand how each factor is affecting your ability to rank well with Google and Bing. Our comprehensive audit looks at several different SEO factors, grading each based on performance and impact.
Current Web Site Statistics
One of the most important goals for an SEO strategy should be to increase the number of organic visitors to your site. But more so than just getting them there from a search results page, we want them to engage with the site and eventually convert. The very first part of our SEO audit involves examining your current site statistics. But it’s not enough to simply look at metrics like Unique Visits Per Month or Bounce Rates; we need to understand the strengths and weaknesses of your existing site in order to develop a strategy that leads people to engage and convert.
For example, let’s say that your top landing pages have high exit rates. We need to understand why users are leaving the site so quickly and then work to remedy the situation. After all, why would we waste all of that time and effort to send people to poorly designed pages that don’t convert? By analyzing your website statistics and interpreting the results, we ensure that our SEO strategy goes beyond the search results page.
Whether you are actively working on your SEO or not, some pages on your site are likely ranking for certain keywords. But how do we determine what keywords you rank for and what your average position is for any given keyword? To find this out, we consult with the oracles: Google and Bing. Both search engines provide webmaster tools (Google Search Console for Google and Bing Webmaster Tools for Bing) that track your website’s SEO data. If you don’t have these tools installed, it’s best to install them as soon as you begin to think about SEO as they don’t collect data retroactively. Once you get them installed, you’ll begin to see data populate, and the more data we can gather, the better.
Another foundational aspect of our SEO Audit is your site’s accessibility. Site accessibility is a part of technical SEO (which most people know little about), but it’s one of the first things to look at as you begin to diagnose your site’s SEO. After all, if search engines can’t access your site, how will they ever rank your pages? When we evaluate your site’s accessibility, we ensure that the correct tools are being utilized to allow search engines to find and navigate through all of the pages of your website.
As a site owner, you have the ability to tell search engines what they can look at. Perhaps more importantly, we also have the ability to tell them what they can’t look at. If there are pages on your site that should never be shown in a Google or Bing search result (like customer profiles or a thank you page), you should be restricting access to those pages. Remember, you want only the most important, relevant pages to be shown on search engines. If you want to learn more about the importance of restricting access to certain pages and the SEO implications it can have, check out this great article.
On-Page Optimization refers to all optimizations that can be done on your site (hence the term “on-page”). Some examples of on-page optimization include page titles, meta descriptions, H1 tags, and image alt descriptions. While none of these items (in itself) will drastically change your site’s rankings, your site can and should be utilizing as many on-page optimization techniques as possible.
Every good SEO strategy should begin with maximizing on-page optimizations. These are important signs and signals that you are giving to Google and Bing so that they can understand exactly what your web pages are about. Without these important signs and signals, Google is left to interpret your site all on its own—which may sometimes be inaccurate. During the course of our SEO Audit, we will evaluate each on-page SEO optimization factor, evaluating their presence, effectiveness, and influence on your rankings.
If On-Page Optimization refers to everything that happens on your site, then we can deduce that Off-Page Optimization is everything that happens off your site. (We have a great SlideShare about the differences between On-Page and Off-Page Optimization.) The biggest factor when evaluating off-page optimization is your backlink portfolio. A backlink portfolio is a fancy way of referring to all the links that are pointing to your site. However, it’s not just important to know how many links you have to your site; we need to understand the type of links and the source they come from.
During our SEO Audit, we will evaluate the quality of links to your site by examining the reputation and domain authority of the linking site. The more “authoritative” a site is, the more of an impact it will have on your rankings. We also look at the amount of
Our SEO audit will diagnose the overall health of your website. We’ll examine every aspect of SEO to uncover strengths, weaknesses, and develop a customized action plan to increase visibility on search engines.
We’ll manage every aspect of your SEO, from link building to site speed optimization, to ensure that your site is climbing the search results page and increasing the amount of qualified organic traffic to your site.
If you want to be more hands-on in your approach to SEO and build a long-term strategy for driving organic traffic to your site, we’ll partner with you or your team to coach you through a successful SEO strategy for your site.
So do we! Let’s pencil in a date and time so that we can chat about your project and find out how we can help!