Introduction to SEO Audit
The process of analyzing fundamental issues of your website presence and performance to improve organic traffic is called SEO Audit. It is a routine exercise that must be performed by businesses. SEO Audit reports cover both structural and functional components of your website that can directly affect SEO visibility. SEO Audit is different according to the type of website, but it shows:
- Technical SEO Issues
- Issues with Website Structure
- On-page SEO Issues
- Off-Page SEO Issues
- Issues in User Experience
- Content gaps and opportunities
Significance of SEO Auditing
The dramatic customer shift to online platforms has made it necessary for businesses to have a highly discoverable digital presence. But, note that at this point, a digital company is not enough for business success. A smooth and efficient customer experience is essential for staying ahead.
Google is constantly upgrading its algorithms to rank better websites. Therefore a regular comprehensive SEO audit is critical to keep your website updated with Google guidelines.
Any website performance is dependent on a technicality, the relevant content, site speed, and upgraded domain. For example,how will you retain your previous customers if you develop a new version of an old website? One way to keep your previously earned traffic and customers despite domain changes is to redirect. Technical 301 redirections of domain links will be incorporated in such situations. This step will retain your overall website traffic without creating any confusion.
Similarly, the earlier content on your website is outdated because your website is a decade old. This lowers the ranking of your website and directly decreases traffic. Therefore, a proper SEO audit will detect issues with your current website. It will allow you to see toxic links, outdated content, and other issues so you can improve performance.
If you feel that your website is not performing well and requires an elaborate overhaul, contact us now.
Essential Aspects & Best Tools for Website SEO Audit
There are numerous methods and tools to audit the SEO of your website. Let’s discuss the top three aspects that one must keep in mind while SEO auditing.
- Off-Page SEO
- On-Page SEO
- Technical SEO
Off-Page SEO Audit
Off-Page SEO is the process of increasing your domain authority by focusing on content creation and backlinks from other related websites. Following are the components that you must know while SEO auditing your website.
Domain Authority is a search engine ranking score used to see how your website is perceived. It depicts how successful your site is when it comes to SERP.
The best tool that is used for measuring website DA is Moz extension. On a scale of 1 to 100, the higher the score, the better your website performance and ranking is. Below you can see that the website DA is 99. It shows that it is a high-performing website.
Full domain authority is also directly related to website age. If your website is new, it will take time and continuous effort to rank. But you can get a good domain authority by posting relevant, updated and creative content with proper external links.
Page Authority is somewhat similar to Domain Authority that uses machine learning to identify algorithms and score. A high score shows a better website ranking and reliability. PA is a guess attempt created by Moz to help you figure out your website ranking, whereas DA is legitimate Google score.
Backlinks & Internal Linking
All the external links that you incorporate into your website are called backlinks. And all the links that refer to pages within the same website are called internal links. For example, the contact us page at the end of every content on your website is an internal link.
Backlinks play a significant role in ranking your website. Toxic external links incorporated into your content will affect your website ranking adversely. The best tools to detect toxic backlinks are SEMRush, Moz, and Ubersuggest extension.
2. On-Page SEO
The practice of optimizing your individual web pages to rank higher by earning relevant traffic is known as On-Page SEO. The on-page optimization is directly related to your HTML source code and relevant content.
The content on your website is easily optimized by;
- Using Grammarly to check spelling, grammar, and plagiarism
- Using the Yoast extension at the back of your website
- Another way to improve your SEO by automatically dividing the required properties of your website in Google. This is known as Schema Markup. The easiest way to include Schema markup property in your website is by using Google Search Console.
You can manage meta-description and optimize your content. On-page SEO depends on the right content, delivery, creativity, and relevant keyword density. It is the foremost step to rank your website and effectively increase organic traffic.
3. Technical SEO
Technical SEO is not only website but server optimization as well. It helps in effective crawling and indexing of a website by Google search engine spiders
The first and foremost step to technically optimize your website is by localizing it. Google My Business helps businesses localize their content which targets the right audience. In this way your website is easily discoverable geographically showing authenticity. Businesses can also plan their location based marketing campaigns successfully.
404 errors may not directly affect your SEO. But the links within your website that contain 404 errors can affect your website’s optimization by creating a bad user experience. Businesses regularly need to detect and fix these broken links.
You can update the link if this error somehow arises due to misspelled connection. The most common and effective way of fixing this error is 301 redirection.
You can technically optimize your SEO by using free tools like Page Speed Insight and Google Lighthouse. There is a higher chance for your website to lose visitors and potential customers if your website is slow. Therefore, the tools mentioned above are specially designed for checking your website’s overall performance.
Complete website check-up is essential to rank and maintain your website. In the example below, you will find the comprehensive report about website performance and relevant suggestions to fix.
From keywords to page speed, all the mentioned aspects play a significant role in ranking and maintaining your website. The regular algorithm updates and updated information must be balanced to optimize your website. It requires effort, consistency, and commitment, but it is the best way to increase your website’s organic traffic.
Do not worry if you do not have the technical expertise to monitor errors within your website. You can always keep track of your website’s performance with our professional SEO Audit specialists.