What Is SEO Audit And Why Is It Needed? Today, among the services in the field of web design and website promotion, one can often find such a service as an SEO audit. What is a similar service like? Why might site owners need it? What should be an effective SEO audit? It is worth considering all these issues in more detail.
is usually called such a service, which includes a comprehensive check of the site’s parameters that matter when it is promoted in search engines. The list of checked parameters in each case can be different – it depends on the type of site being checked, and on its goals and objectives, and on the company providing SEO audit services.
SEO audits may be required in different cases. Usually, it is carried out before the site promotion begins – in this case, it is needed to determine the site’s readiness to take active actions to promote it. Also, an SEO audit can be performed after a certain period of promotion – to evaluate the results.
A well-executed SEO audit gives the site owner a lot of useful information, helping him to understand exactly where the “weaknesses” are on the site, and also find out what steps can be taken to eliminate these “weaknesses”. An example of a possible algorithm for conducting an SEO audit is presented below.
SEO audit algorithm.
SEO analysis. At this stage of the SEO audit, an analysis of the main factors of external and internal website optimization is carried out:
analysis of the current position of the site in search engines by thematic keywords;
analysis of the quantity and quality of backlinks to the site;
analysis of the quantity and quality of site pages indexed by search engines;
analysis of site trust indicators (TCI, Google PR);
analysis of the uniqueness of the texts on the pages of the site;
checking for the presence of headers H1-H6 on the pages of the site;
analysis of meta tags title, keywords, description of each page;
analysis of keywords in the texts of the site pages;
analysis of internal linking of the site;
analysis of sitemap site and robots.txt file.
To perform all the checks at this stage, various manual or automated methods can be used. At the same time, all results are recorded in one form or another in a special report, which will make it possible in the future to make recommendations for correcting errors and omissions, if any are found in the analysis process.
This stage of SEO audit involves a thorough study of the usability of the site. Specialists check how easy and convenient it is to use the site, how clear and accessible the users are the actions necessary to complete a purchase or order a service. At this stage, the following work may be performed:
analysis of various forms on the site, including registration, order forms, feedback forms;
analysis of buttons for purchasing goods / ordering services, as well as other interactive elements on the pages;
analysis of the overall structure of the main and secondary pages of the site.
The result of usability analysis as part of an SEO audit is, again, a report. Such a report indicates the “pros” and “cons” of the usability of the current version of the site.
This stage of the SEO audit can be safely called the most important because all the information obtained in the previous stages will be useless if the deficiencies found are not corrected. The list of recommendations may be different – it all depends on the particular artist. Most often, the list of recommendations includes tips for filling meta tags on the pages of the site in accordance with the requirements of search engines, tips for optimizing texts on the site, tips for building the link mass of the site, etc. Based on these recommendations, the site owner decides Is it worth it to carry out work to promote the site.
SEO audit is a service that necessarily requires an individual approach to the review of each site. Otherwise, recommendations developed in the course of such an audit may turn out to be completely ineffective and may not be useful in website promotion. In this regard, it is necessary to approach the choice of contractor for an SEO audit as seriously as possible and carefully.