SEO Audit Service: Keeping Your Website Healthy
Auditing your website periodically is a key factor in getting favorable positions on Google’s SERPs
What Is an SEO Audit?
An SEO audit is a detailed analysis of a website with the purpose of identifying potential issues that might be preventing said website from getting a favorable position on search engine result pages.
When it comes to selling services or products online, there is plenty of competition to lead Google’s rankings. It is no secret that appearing in the first position of the results when visitors look for a specific keyword on Google has huge benefits.
According to a study by SEO-Hacker, the number of clicks you can get if you are in the first position overcomes the second place by a huge margin.
Therefore, it is natural that there are thousands of competitors fighting to get their eCommerce websites to that position.
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Auditing your website periodically is a key factor in getting favorable positions on Google’s SERPs. But, why?
I’m going to answer this question in a nutshell: search engines like Google are constantly inspecting your website for errors. But, how come? Why would Google spend resources on crawling websites periodically?
The answer is quite simple: Google’s job is to provide satisfactory answers to users’ queries. When a website has errors o bugs, like a slow page load, it becomes an obstacle for users to find the answer they have come looking for.
Why is an SEO Audit Important?
It’s Google’s job to discriminates between thousands of websites. This means its bots will crawl your site and determine how valuable your content is along with some other technical stuff. The purpose is presenting only the best websites to those visitors eager to find what they’re looking for.
In modern times, where everyone is fighting for a position on SERPs, not auditing your site periodically means that it will for sure be left out of the first page of results. It simply won’t be good enough to be considered worthy of presenting to visitors.
How to Run an SEO Audit Correctly
These are the steps every good SEO audit should follow:
1. On-Page SEO Status
This section should focus on determining the issues that can appear on your site directly. Fixing these issues will help your website improve UX, conversion rates, CTR, among others.
Some of the aspects every SEO expert should check out when auditing this section are:
- Alt text
- Image optimization
- Meta robots
- Internal linking
- External linking
- Keyword accuracy and content structure
- Structured data
- URL status
2. Off-Page SEO Status
Naturally, a complete SEO growth strategy is never complete without off-page SEO. Therefore, we need to audit different aspects of your site’s SEO off-page status such as:
- Backlinks analysis
- Backlinks disavowal
- Determine the type of backlinks (no-follow, do-follow)
- Check out social media presence
- Identify traffic acquisition channels
- Identify customer persona
- Domain authority identification
- Page authority identification
Off-page SEO is as important as on-page. There is a direct relation between domain authority and how fast you can rank new content on Google.
3. Technical SEO Audit
The technical aspects of your page are also very important for SEO. In order to give users what they want, you need to have a website that is responsive, fast, and without any technical errors. Therefore, you want to take care of the following aspects:
- Correct Google Search Engine Console Setup
- Check permalink structures for SEO-friendly URLs.
- Make sure your SSL works correctly
- Revise tags such as noindex and make sure Google can crawl your site
- Make sure all the features of the website work correctly
- Upload an XML sitemap to Google Search Console
- Make sure there’s no duplicate content
- Define canonical URLs
- Check out page load speed
- Optimize images
- Delete unnecessary plugins
- Make sure you are able to delete cache and minify CSS/JS
4. Local SEO If Needed
If you are running a local business, it’s important that you optimize it to rank locally. There is no point in ranking in London if you own a restaurant in California. To that end, you should work on the following aspects:
- Work on the logo if it’s not good enough
- Work on headers to make sure they include location
- Add local information to all pages necessary (Name, address, phone number)
- Add a Google map to your contact page
- Make sure your social media profiles are consistent
5. Mobile Version Responsiveness
These days, most Google searches come from mobile devices. Therefore, it is absolutely necessary that your page is fully responsive. That is to say it must work well on cell phones, tablets, and desktop versions. For this, you need to:
- Make sure the footer is visible and organized in mobile version
- Make sure the header work on mobile devices
- Check that the menu can be deployed correctly
- Check out for sections that might look bad on mobile devices
- Resize images and videos
Not optimizing your page for mobile devices these days is definitely a critical mistake.
6. Web Design
Apart from all the previous points, a good SEO audit should include a section that assesses your web design. This is a very important aspect that plays a major role in conversion and bounce rates. For example:
- Appropriate color pallette
- Decent margins and paddings
- General UI laws
The person in charge of running the SEO audit will evaluate your web design manually and give you useful recommendations to make it better. More than tastes or preferences, web design should be developed around proven marketing techniques that work to improve conversions and to increase user engagement.
Is it Worth it to Run SEO Audits?
In a nutshsell: yes! In today’s super competitive market, the best way to outrank competitors is to have a solid plan. Running SEO audits will give you a solid foundation to building your site the best way possible in order to get a good position on SERPs. It is almost impossible to stand a chance against strong competitors who run SEO audits periodically if you are not doing the same. Their sites will continue to be impeccable while yours will accumulate more and more error overtime. The best way to stay competitive is to show a healthy, well-optimized website.
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SEO Audit Frequently Asked Questions
Most frequent questions and answers
An SEO audit is a detailed analysis of a website in order to identify and fix any possible errors or technical problems. These problems usually prevent your site from getting a good position on SERPs. Even though your site might look well from the frontend, it is necessary to dig deeper and make sure everything is in the right place.
There are many tools that you can use to run a technical SEO audit. However, this is just one of six aspects you need to analyze in a website. Also, you need to have certain SEO knowledge in order to understand all the data you will get from these kinds of tools. Most of the SEO audit needs to be run by a professional with the experience required to identify and fix possible issues.
The cost of an SEO audit will vary depending on different factors such as the size of your website, the kind of report you need, and if you need all the changes actioned or just the report. The prices can be anywhere between USD 300 and USD 2000. But once again, it will all depend on the previous factors.
The importance of SEO audits lies in the purpose of the website. If you have a website that needs to increase organic traffic, online visibility, and conversion rates, SEO audits are a must. They are the only way to make sure your site is healthy and has a real possibility of getting a good position on SERPs. Websites that don’t run periodical SEO audits almost never get to rank.
The frequency will depend on how often you post new content or add new pages, features, or web design characteristics. I recommend you run an SEO audit first and then start working on a full SEO optimization. After you have created new content and new features, you should get a final SEO audit. Then, you can get a site audit every 2 to 3 months, unless you keep posting content regularly. In that case, monthly audits are better.
In order to run an SEO audit for a client, we will first need to discuss the goals. Then, we will need access to your Google Search Console and Google analytics account. We work with a variety of professional tools such as SEMrush and Ahrefs for the technical aspect and our human analytical skills to analyze your site manually.
Yes. You will get a full report on all the issues your site might have along with all the URLs of the pages that have these issues. With this report, you will get the full picture of your site’s health.
It depends. Some clients implement the recommendation themselves or have webmasters. Some clients do need the implementation services, which we will provide happily. SEO Audits with implementation on your site cost more than report audits.
The reporting stage usually takes around one week. For the implementation process, if you require it, the time-lapse can vary depending on the changes that need to be made to your site.
The implementation process will depend on the actual changes your site needs. Some sites need considerably less work than others. Most projects go from 3 weeks to 2 months.