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Purpose Of SEO Audits And Why Your Website Needs One
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Purpose Of SEO Audits And Why Your Website Needs One
Presented By
Black Pearl Matrix
Why Do an SEO Audit on Your Website
- 1. It helps to redesign your website
- 2. Helps to start new pages from scratch
- 3. Boosts your SEO
The first step towards good positioning on Google is to carry out an SEO audit, a professional technical survey to analyze the situation of the site in the various dimensions of the Search Engine Optimization process.
It is common to see very well-structured websites, with a top quality design and excellent content, simply not being able to place their pages in the top positions of Google.
It seems inconsistent, doesn’t it? The fact is, this is much more common than you might think, and the solution to finding out what’s going on is only possible through a professional SEO audit.
Another very common situation, where an SEO audit is necessary, is when suddenly, or gradually, your website starts to lose positions on Google’s response pages, which can be easily identified in Google Analytics.
The factors that make your site lose position on Google are:
As Google’s algorithm is dynamic, and SEO rules change all the time, the work of optimizing websites for search engines must always be updated to remain among the first positions.
As Search Marketing is one of the main channels for generating traffic to a website, it is unthinkable to be out of the top positions in searches carried out in major search engines, as this is one of the pillars of digital marketing.
Organic traffic, that is, what comes from clicks on Google’s response pages, is qualified traffic, traffic with a very high conversion rate.
Therefore, doing an SEO audit is critical to success in terms of search engine exposure.
Can you imagine increasing your website’s organic hits by 100% or even more, with adjustments that often don’t require such a large investment?
That’s exactly what a professional SEO audit can do for your website. In this article, you will understand why the SEO audit is the first step to ensure the efficiency of website optimization and how it should be done.
What is an SEO Audit?
Upon hearing the word “audit”, many people are already desperate, due to the number of variables that need to be analyzed, from content to website code.
Anything has a direct impact on your site’s SEO, and because of that, you need to regularly monitor what might be going wrong. Don’t wait for the bomb to go off to take action.
In addition, the constant SEO audit brings a great return for your blog / website, since you can find errors that you didn’t even know existed on the site and, many times, they are simple to be solved.
The biggest problem is when several errors accumulate. This can directly interfere with the results of your website.
The SEO audit is exactly that: mapping all the possible SEO errors that may be harming your website, so that it decreases its reach.
There are several points to consider when doing the audit, such as metrics, keyword distribution, content quality, backlinks, among others.
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The Points to Consider when Performing an SEO Audit are:
• Site structure issues;
• Keyword analysis;
• Technical SEO issues;
• On-page SEO issues;
• Off-page SEO issues;
• User experience issues;
• Content gaps and opportunities.
Having a good website that adds user experience is the best way to get organic traffic to your blog, in addition to increasing the visibility of your content.
How to Do an SEO Audit?
As mentioned above, it is necessary to consider several aspects of the site to carry out an efficient and assertive audit. It’s done in several different steps, and depending on the site’s situation and how many errors there are, it could take days or even weeks.
The steps I need to follow to do an effective audit are:
1. Conduct a keyword analysis in the SEO audit
Do you know which keywords are ranking on your site? Do you know what your audience searches for when they come across your page? If the answer is no, that’s a problem. Other factors can directly impact your site, and poor keyword targeting can be one of them.
Relying solely on search engines to attract potential leads can be a good strategy when your site already has enough authority and good ranking.
Many professionals are taking advantage of the search engine optimization hype to reach their audience. And, to have a good authority, you need to map and know your website’s keywords very well.
To conduct an efficient keyword analysis and find out which keywords are driving organic traffic to your page, you need to follow a few steps.
The steps I should follow to conduct a keyword analysis are:
• Login to SEMRush and enter your website URL;
• Analyze the organic keywords that the tool already makes available;
• Check which pages occupy the top positions with these keywords;
• Analyze what improvements you can make to your page to beat the competition (for example insert more images along the text).
After following all these steps, it’s time to “put your hand in the dough”. Improve the pages that are ranking, increase the content, remove broken links, among others.
Make sure your site’s meta data also has keywords that are relevant to your business.
2. Find bad pages and delete them
There are several factors that can make a page bad. Having a lot of content is not synonymous with quality.
Duplicate content, pixillated images, broken links, lack of H1 and H2 with the main keyword are some examples of pages considered bad.
This happens because Google tends to value more domains that have pages that add value to the user. Any page that receives few visits, has few internal and external links and very short content will not gain prominence in search engines.
Often, these harmful pages go unnoticed when building the site. This causes you to harm yourself.
Factors that may be impacting your site's ranking are:
• Old and obsolete content;
• Pages without SEO quality on and off page;
• Old product pages;
• Archive pages;
• Pages without original content;
• Internal search pages;
• Pages with less than 200 words;
• Among others.
They are certainly impacting your site’s ranking results. If you haven’t cleaned your harmful pages for over a year, you are definitely being harmed.
To find out which pages on your site Google is crawling, go to Google and type site: yoursite.com.
The result may surprise you positively or negatively. Google is the best source of information for you to know how your website is ranking. Controlling bad pages is also great for SEO strategies.
To find out exactly which pages are harmful, you can go to Google Analytics > page content > all pages. Select a period of at least 3 months and see the least accessed pages. It is for these that you have to start optimizing or delete them.
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3. Importance of Details When Conducting an SEO Audit
These harmful pages can have small details that often go unnoticed, including:
Title and Meta description
The title should be between 55 and 65 characters long, as this is the maximum that Google Search Console allows to be displayed within the SERPs. The meta description must be a maximum of 160 characters and contain the main keyword in it. You can preview how this combination will appear in search results from WordPress itself.
4. Alt tag
Images need to complement the content and add relevance and value to the user, but you also need to use alternative image tags and titles that are descriptive.
5. URLs
URLs have a direct impact on SEO. They need to be optimized and make Google determine the connection between the page content and the URL.
6. Mobile performance
The vast majority of traffic comes via smartphones and tablets. Therefore, the mobile site needs to be optimized and provide a great user experience. AMP needs to be very well configured to improve rankings.
7. Loading speed
In addition to all the topics mentioned above, website loading speed is also of utmost importance for website performance. Sites that take longer to load have higher bounce rates, and users don’t have the patience to wait for the slow site to load.
Why Do an SEO Audit?
The answer is simple: the SEO audit is essential for creating an adequate and assertive SEO strategy, which takes into account the specific objectives of the brand, as well as the current performance of the site and the peculiarities of the niche.
An audit can help you redesign your site, start new pages from scratch, and even boost your SEO.
Signs That Indicate It's Time to Invest in an SEO Audit:
• It doesn’t grow engagement;
• He is falling frequently;
• It is not found in Google searches;
• Some company or person messed with your site, and you are not sure that a good job was done in terms of SEO;
• For you who want to find new opportunities to improve your ranking in Google searches.
Important: a complete SEO audit takes time, even if it is done by professionals, since it is necessary to analyze and monitor each aspect.
For this very reason, be sure to hire an SEO agency that has experience and competence; otherwise, the partnership can cost you time and money.
The 4 Tips when Hiring an SEO Audit Agency Are:
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What Does an SEO Audit Involve?
The SEO audit work takes into account different analyzes, addressing the entire process of optimization for ranking on Google and aiming to identify what really needs to be changed for your company to gain visibility.
That is, the SEO audit makes a very thorough analysis of all dimensions of the optimization process, in addition to always monitoring all these aspects.
The Analyzes Made During an SEO Audit are:
• Structural SEO: analysis of SEO factors involving the structure of the site;
• Off-page SEO: observation of external links that the site receives and their quality;
• SEO on-page: analysis of the SEO elements that are present on each page of the site;
• SEO on SERP (Search Engine Result Page): observation of SEO factors that help your site stand out even more on the results page of search engines.
FAQ – Frequently Asked Questions About SEO Audits
1. What are the main components of an SEO audit?
2. Who should perform an SEO audit?
3. How long does an SEO audit last?
4. How can an SEO audit help improve my site's performance?
Conclusion
An SEO audit involves analyzes that can be very beneficial for your business by identifying problems that are preventing your website, e-commerce or page from appearing to your audience during a search on Google or other search engines.
We can consider the audit as one of the first steps towards drawing up an SEO action plan for your website, regardless of the stage it is in.
To have all the benefits implicit in an audit, you need to rely on someone who really understands the subject.
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