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Conducting Search Engine Optimization Website Audit To Boost Your Online Business

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Conducting Search Engine Optimization Website Audit To Boost Your Online Business

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Black Pearl Matrix

Tools That Will Help You Audit Your Site:

An SEO audit doesn’t have to be a 7-headed monster. In fact, although the number of variables to be analyzed is large, it is possible to focus on the most essential ones for your strategy.

In addition, it is worth remembering that this is a job that presents a huge return for your blog, freeing you from errors that, many times, are even quite simple to be solved, but that when accumulated generate a headache for any specialist in the field.

In this content, I will give you all the tips on how to carry out an SEO audit, indicating which metrics to monitor, the main audit tools, how to interpret all this information and, finally, how to solve the main problems.

But, first of all, it is necessary to explain a fundamental concept.

What is an SEO Audit?

SEO audits serve to map all the possible SEO mistakes that a company is making, not necessarily pointing out the solution for everyone.

Even so, I will try, whenever possible, to indicate the best way to solve the problems encountered, in addition to suggesting other contents that have a more detailed solution.

1- Check Your Organic Traffic

The best way to do this is through Google Analytics. Analyze long periods of time on your site with regards to acquiring traffic.

Look for dips or spikes that will serve as the basis for further analysis.

Track the Keywords You Rank

There are a few ways to do this. The most practical involve paid tools such as SEMrush.

From the position tracker you can follow your position for different keywords, find opportunities and perceive threats.

Once you know and, above all, understand your current results, you can start your audit.

SEO Audit Tools

There are some SEO analysis tools that, in addition to being used in some of the practical steps that I will show you below, also have their own SEO auditing features.

For this post, we chose two, SEMrush and Screaming Frog.

SEO Audit With SEMrush

To do an SEO audit with SEMrush, you first need to register a project in the tool. After registering, go to Projects, in the tools panel, and select the created project.

Within your project, one of the analysis options is Site Audit. In it you can do several performance analyzes, from technical aspects to internal linking.

It is still possible to monitor positions in search engines, performance in social networks, backlinks, organic traffic, on-page SEO, among other options.

SEO Audit With Screaming Frog

This free tool (up to 500 URLs) crawls pages just like Google does, and gives you most of the information you need to do a good SEO audit.

It is possible to ‘browse’ the results of your site in the ‘Overview’ tab, where various errors on your pages are indicated.

Once you see suspicious numbers (and the clues this audit provides) you can explore them further using the options bar at the top of the site.

Below, I selected the main problems in the structure of the site that may be preventing you from having better results.

See what they are!

Make Sure Google Indexes Only One Version of Your Site

Yes, it is possible that a single page on your site is indexed in different ways by Google.

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Consider the following URLs:

• “https://www.yoursite.com”

• “https://.yoursite.com”

• “www.yoursite.com”

• “yoursite.com”

For us they make no difference. Even if you click on one of them you will land on the same page: https://yoursite.com/

However, this does not happen manually. For Google, these are different versions of the same domain.

They apply to every page of your site, and if they aren’t redirecting to the main version they will be a dead weight in your indexing.

Test all versions of your site to ensure they redirect to your main version, typically the one with “https” and no “www”.

The https version of a website is a crucial domain security indicator for any business, particularly those transacting business within their website.

By certifying the security or not of a site, this is a factor taken into account by Google.

In case the different versions of your site are not crashing your main version, set up a 301 redirect.

Find and Delete Bad Pages

You may have already heard that the more content you have on your site, the better, but this is not always true.

This is because Google values domains that have pages of value. Any page that receives few visits, few external links, with duplicate content, or with very short and low quality content can be considered harmful pages.

If you have bad pages (and spoilers, you do), your site is being harmed by itself.

Harmful pages can come in many different formats, and some common types are:

• Old news content that no longer receives traffic;

• Old and obsolete content;

• Content with very low on-page SEO quality;

• Old product pages;

• Archive pages;

• Pages with very little or no original content;

• Internal search pages.

If you’ve had a blog or e-commerce business for more than a year and you’ve never cleaned your harmful pages, I would bet money that you have some of them in your account, and that this is hurting your rankings.

Do you doubt? Well, estimate the amount of pages you have on your domain, counting all category pages, products, posts and any other pages.

Now go to Google and type: site:yoursite.com. The result will show how many pages of your domain Google has indexed.

Above What You Expected?

Controlling the presence of harmful pages is not only important for your ranking, but also to facilitate the next steps of the SEO audit.

Let’s do it by steps:

How to Find Harmful Pages?

To find harmful pages, go to your Google Analytics and click to see all your pages, select a time frame of at least 3 months and then click on pageviews to see the least accessed pages.

This way you will see the pages that have the least number of hits in the selected time. If a page of yours receives less than one visit per month, it will hardly be a useful page for your domain.

Another way to identify potential bad pages is by using your WordPress (or any other CMS). Go to your posts, and start looking backwards.

This process will help you find old posts that may be harmful to your domain. When you find a suspect, throw their URL into Google Analytics to understand their recent performance.

But then what?

What To Do With All Your Harmful Pages?

Once discovered, you have two choices: delete or update.

Deleting the page will be the most common action, as most of your pages will have no future use and their presence is only compromising your domain.

If you decide to delete a page, it’s important to remember to redirect its URL to another page on your domain, to ensure that if someone accesses it, they won’t land on a 404 error page.

This can be done through a simple 301 redirect as I indicated earlier.

But if you find pages that could deliver value to your visitors, and they don’t because they are old, outdated or misconfigured, you can opt for an update to take them back to the value page level.

Instead of deleting them, restructure the content, putting in new information, media and extending its word count. Also, invest in promoting and acquiring backlinks, transforming a harmful article into a page that gives you results.

Make Sure Your Site is Mobile Friendly

Google has already stated that being or not mobile friendly is a factor that directly interferes with the positioning of a website in searches.

And it is not surprising that this is increasingly the case, after all changes in the algorithm only follow a natural movement of users.

Research shows that in the US approximately 58% of all searches performed on the search engine come from mobile devices, varying between markets.

Some, such as ‘finance and banking’, have a lower volume at around 40%, while for ‘food products’ this figure rises to over 70%.

If you don’t know if your site is mobile friendly, why not let Google tell you?

With Google Search this is possible. You can assess how mobile-friendly your site is.

If your site is lacking in this regard, it is quite possible that Google is throwing you down.

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Make Your Site Faster

Directly connected with the previous point, having a slow website is a guarantee of a bad experience for your user, and of course, Google is opposed to that.

With increasingly optimized websites and faster internet connections, it is difficult to demand that people wait for slow websites to load.

Google itself has already released a survey that shows that 53% of visitors using mobile devices give up entering a page that takes more than 3 seconds to load.

Slow loading of websites can happen for a few reasons: too many images, heavy media formats, poorly developed code, server problems, among others.

You can test your website speed through PageSpeed Insights or GTmetrix.

In addition to an overall page speed score, PageSpeed Insights shows speed at each load step, plus opportunities for improvement and strengths.

Also showing the general grade and strengths and weaknesses, GTmetrix even gives you information about the total size of the page in bytes.

Important: each page of your site will have a different speed. It’s essential to test all of your most important pages to understand which ones need improvement.

Some tips for improving the speed of a website are:

Reduce the Weight of Your Website

Sites that carry more information (in bytes) take longer to load.

Check if your pages have images and texts that you can compress to lighter formats without interfering with quality. There are several apps that can help you with this.

Also take the opportunity to get rid of any other unnecessary element that does not present a differential for the persona.

Improve Your Site's Code

Bad code takes more time for the browser to read. If you are having problems with your site speed it is well worth getting a developer involved to simplify your code and speed up your page.

Invest in Good Hosting

Cheaper hosting is great for sites that are in their early stages, but if you want to position yourself as one of the big players in your market in the digital environment, it is vital to have high quality hosting.

Organize Your Site in a Simple Way

The organization of a website, or its information architecture, is how all the pages on your website are structured and connected to each other.

A website’s architecture defines how easy it is for you (and search engines) to navigate pages and find information.

It directly interferes with your experience as a visitor and is very important if a website wants to have good results in search engines.

In summary, a good site architecture is one that has a simpler structure and fewer layers. The further away, in terms of clicks, a page is from your site’s Home, the harder it is for visitors and web crawlers to reach it.

Optimize User Experience

This is not a practical step. It’s not a specific action you’re going to take or a tool you need to use.

Optimizing the user experience is the basic principle that you should take into account from beginning to end of your SEO audit.

That’s because it’s the one thing we know won’t change in Google’s eyes. There are over 200 ranking factors, and Google updates its algorithm between 500 and 600 times a year.

SEO rules are complex and constantly changing, but their essence is not.

Google always seeks to provide the best experience for its users.

In practice this means that when a person performs a search, he is looking for specific information and transmitted in a specific format.

Improve Your Content

As I said earlier, Google says quite often that its focus is very clear: quality content.

So the message is given. If you want to dominate the SERP (Search Engine Results Page) for your most important keywords, you have to work to have the best content available.

The good news is that Google itself values sites that try to improve their content. Content updates are an important ranking factor, especially when it comes to really significant changes.

Improve your on-page SEO

This is where the easiest opportunities to improve your SERP results are usually located.

Tweaks to your on-page SEO help search engines find, index, and rank web pages.

FAQ – Frequently Asked Questions About SEO Audit

1. What is an SEO audit?

An SEO audit is a detailed assessment of a company's website, with the aim of identifying issues that may be affecting its performance in search results. It may also include recommendations on how to improve your site's SEO.

2. Why is it important to perform an SEO audit regularly?

SEO is an ever-changing set of techniques and strategies that help websites get found by search engines. Conducting a regular SEO audit allows you to keep your website up to date and optimized according to current SEO best practices. This can also help identify issues that may be affecting your site's performance in search results.

3. What tools are useful for performing an SEO audit?

There are several useful tools for performing an SEO audit, including Google Search Console, Ahrefs, SEMrush, and Moz. These tools can help identify issues such as unoptimized keywords, low-quality content, poor quality links, and loading speed issues.

4. What is the difference between an on-page and off-page SEO audit?

An on-page SEO audit is an analysis of the content and structure of the site itself, while an off-page SEO audit is an analysis of the links pointing to the site from other sources. Both are important for SEO and should be considered during an SEO audit.

5. What is the impact of SEO on my business?

SEO can have a significant impact on your company's visibility on the internet and, consequently, its success. A well-optimized website will be more likely to appear in search results, which can lead to more traffic and potentially more business.

Conclusion

Following these steps, you will find many points for optimizing your strategy, generating more traffic and opportunities for your company.

To ensure that each content you publish generates maximum results, I recommend using our website audit checklist (the one you just read), and closely monitoring each step of the SEO audit process.

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