Honestly, with so many SEO techniques out there, it is essential to create a checklist of which methods work and which ones don’t. It doesn’t matter whether you run a small-scale business or manage an international company, SEO audit is crucial to keep your business afloat and perform well against your competitors. But what is an SEO audit anyway?
Understand SEO audit
An audit is an evaluation process. Therefore, an SEO audit evaluates a website’s search engine friendliness. The primary objective of an SEO audit is to optimize a website in various areas so that it can achieve better ranking in different search engines. Most SEO companies not only apply various SEO tactics to boost a site’s visibility in a search engine but also monitor the performances of their strategies. This monitoring often helps to find which methods work better for the website and which ones don’t. Accordingly, SEO experts can change their tactics to boost the website’s visibility.
SEO auditing steps
1. Go through Google penalties
Google may shortlist your website under an algorithmic or manual penalty. If that is so, your website’s ranking will not improve. Therefore, checking Google penalties should be your first step in SEO auditing. Try to login to Google search console and visit the Manual Actions page to find out if there are any existing manual penalties. If there are any, find out the reason.
Alternatively, you can also compare Google’s organic traffic with the dates of Google’s algorithmic changes. If you see a significant drop in your site’s organic traffic, it means Google is penalizing your website for some algorithmic shortcomings.
2. Monitor domain search appearance
How does your brand name look on Google? Does your website’s homepage appear on Google’s first page? Do the keywords match with the content on your website? These answers will prove your site’s visibility on various search engines. Let’s face it. Google is the best search engine in the world right now. If your site ranks on its first page, then there are high chances that they will appear on the first page of other search engines also.
3. Check your site’s technical SEO
Technical SEO is essential because you need to ensure that different search engines can index your site’s pages without running into a brick wall. Even if one of the pages malfunctions, the search engines will red flag your site. Therefore, use the following checklist to understand the site’s technical SEO status:
- Did you mention any preferred domain in your Google Search Console?
- Is your site’s robots.txt file optimized?
- Does your website contain SEO-friendly URLs?
- Did you active your site’s breadcrumb menu?
- Does your website have structured data enabled?
- Did you active canonical URLs for all your website’s pages?
- Did you optimize your site’s 404 page?
- Did you optimize your site’s XML sitemap?
- Is your site secure?
- Do all your website’s pages work fast?
- Do you have a mobile-friendly website?
4. Perform an on-page SEO audit
On-site SEO is crucial when it comes to SEO auditing as it analyzes the content of your website. Your job is to send search engine crawlers that use appropriate signals by implementing accurate keywords. On-page SEO audit focuses on titles of your webpages and their descriptions. The viewer should understand from the title and its description of what the content is about. If the webpage fails to do that, search engines won’t support your site. Apart from titles, you should also check the headings and their text formats. These small things often make a big difference in search engines.
5. Perform an off-page SEO audit
Off-site SEO is slightly easier compared to on-page SEO. Start by identifying toxic links and evaluate the incoming links. You should focus on the unique domains linking to your site, the domains that you trust, the pages that provide most incoming links, the links pointing your homepage and the pages that link to other internal pages on your website.
These five steps are extremely essential when it comes to SEO auditing. Once you find the site’s problems, you can fix them accurately. This will enable your website to perform better in various search engines and attract more organic visitors quickly.