What is a seo audit?
A SEO study is the process of analyzing the adequacy of your web presence with the best practices recommended by Google - it is the first step in creating an implementation plan that will have measurable and sustainable results.
The objective is to identify as many topics as possible that have an impact on the performance of organic research.
This study will reveal:
- Technical problems
- Problems related to the structure of the website
- On-page problems
- Potential off-site problems
- Problems related to the user experience
- Content gaps and keyword opportunities
- A better understanding of the competitive market
This is a standard procedure that should take place regularly - it is essentially a "health check" of your site.
What should an SEO audit be
First and foremost, it must be comprehensive and cover both the structural and content components, pages and links affecting your visibility on the Internet. It should give you an overview of the current situation of site optimization and content. Any missing analysis could result in recommendations for improvement of unnecessary or inappropriate pages.
Your report must be easy to understand. As a business owner, you should be able to understand how results affect your online priorities, objectives or revenues. All recommendations must clearly align with your overall business objectives.
Finally, it must be possible to implement the optimisation recommendations. There should be a clear path to completion of the work; priority should be established based on the expected impact and efforts associated with each recommendation.
The result of any study must accurately include an easy-to-follow roadmap.
What should an SEO audit not be
It should not be done in a hurry. It simply takes time to discover the root causes of the problems that affect your online health. Depending on the size of your site, an appropriate study can take several weeks.
A reasonable time is required when implementing major modifications at any site, and a specialist must conduct a thorough study to make specific and quality recommendations.
A SEO natural referencing study should not be standardized. Although some common elements, such as the right tags and the justified use of keywords, are required for all sites, a situation analysis, on a case-by-case basis, should be performed at the beginning of an optimization audit, in order to refine the areas of interest for your site.
What is analyzed in an SEO audit
Although this may vary slightly, each study must analyze basic data such as sitemaps, server errors, and metadata. Then, at a higher level, the study should focus on accessibility, indexing and optimization.
For each Ranktopay study request, I will analyze several hundred different elements in the following categories:
- Indexing analysis
- Status codes
- Page speed
- URL structure
- XML Site Map
- Canonical labels
- Problems related to the domain
- Off-page analysis
- Mobile first analysis
- International Google analysis
- Content structure
- Search for keywords
- Use of keywords
- Metadata analysis (page titles, metadata descriptions, header labels)
- User experience
- Images & Video
- Internal links and HTML site map
Audit of the server log
- Crawl budget analysis
- User Agent Analysis
What to expect during and after an SEO audit
As mentioned above, a complete study can take a few weeks. Meanwhile, I analyze and search for opportunities to improve content and links on your site. With bimonthly or weekly reports I keep you and your team informed of developments.
During my study, it is likely that some keyword opportunities, requiring immediate action, will be discovered. When this happens, you will be immediately informed of my recommendations by email. This often allows visibility to be regained while the rest of the audit is being conducted.
Once the SEO audit is completed, you will be invited to a presentation where we will discuss the results and recommendations. You will be guided with the SEO roadmap, until completion, so that you know what to expect and when. In addition, you will receive a complete report on the health of your site.
All these services are adapted to your needs and your particular situation.
Why it is important to check your site on a regular basis
Your site is the "hub" of your online brand - so it is important to check regularly to make sure everything is in order. It is also important to note that your site is a "living" digital asset, it is generally not stagnant for long periods of time.
During a given year, content is added and/or deleted. For this reason, audits should be carried out regularly. I recommend that sites be checked at least once a month.
This allows your teams to resolve critical issues as they arise.
There are other points to which you should pay attention, to ensure that you remain competitive on the Internet. After all, the technical foundation is not an end in itself for your online success.
It is important to pay attention to your competitors' activity and positioning, to keep an eye on the latest best practices of search engines and associated tools, and to maintain local best practices for visibility, if your company depends on local customers.
All these points are the elements of a successful web presence strategy and should be the corollary of your audit and ongoing SEO optimization efforts.