How To Make An SEO Audit

Are you a business or brand looking to prioritize SEO optimization in 2021? An SEO audit can help ensure your website is fully optimized and equipped with the right strategies for maximum visibility, growth, and success.

Reviewing where you are currently ranking online helps identify opportunities and recommend necessary changes until all systems give your whole digital strategy the green light.

This guide-style post will teach us how to properly make an SEO audit. Let’s get started!

Why is it important to do an SEO analysis?

SEO analysis is important because it allows website owners to better understand their online presence by improving their visibility and search engine rankings, which can increase traffic to the site and improve the user experience.

By performing an SEO analysis, you can identify and correct technical and content issues that may negatively affect a website’s ranking.

In addition, you can also identify opportunities to optimize the website and improve its performance and visibility.

SEO analysis is an ongoing process that should be performed regularly to ensure that the website is performing optimally and is complying with the latest standards and trends in terms of SEO.

In short, performing SEO analysis is important because it helps to maximize the visibility and ranking of a website and improve the user experience.

SEO Audit Tools:

To truly assess the effectiveness of your SEO efforts, you’ll need to use specific tools that can identify key areas for improvement.

SEO tools can be divided into two main groups: free tools and paid tools. Paid tools are usually more complex and require more learning.

These tools can help identify a website’s problems and strengths, as well as monitor its performance on search engines.

Some of the tools for SEO analysis that we are going to see throughout this guide are:

• SEOquake: SEOquake is a free SEO extension for Chrome that helps you perform everything from simple web analysis to more advanced SEO audits. Some of the functions it has are estimated keyword difficulty, Domain Authority (known as Authority Score by Semrush), domain traffic, and much more.
• Google PageSpeed: Google PageSpeed is a set of tools and guidelines for optimizing the performance of websites, with the aim of improving their speed, user experience, and search engine rankings, it’s one of the best ways to analyze a website’s speed.
• Screaming frog: Screaming Frog is a website crawler tool that can help website owners and SEO professionals to analyze and audit websites. The tool can crawl a website and gather valuable information such as URLs, page titles, meta descriptions, headers, images, and more. This information can then be used to identify issues with a website’s structure and content that may be negatively affecting its search engine rankings.
• DinoRank: DinoRank is a tool that allows users to track their keyword rankings on search engines such as Google. With DinoRank, users can monitor their website’s search engine positioning, as well as keep track of their competitors’ rankings. The tool also provides helpful insights into keyword difficulty, search volume, and other important SEO metrics.
• SEMrush: SEMrush is a powerful SEO tool that offers a wide range of features and functionalities, including keyword research, backlink analysis, and site audit. With SEMrush, users can gain a comprehensive understanding of their website’s SEO performance and identify areas for improvement.
• Ahrefs: Ahrefs is another popular SEO tool that offers a range of features, including keyword research, backlink analysis, and site audit. Ahrefs is known for its extensive backlink database, which allows users to identify and analyze their website’s backlink profile in detail.
• Google Analytics: While not specifically an SEO tool, Google Analytics is an essential tool for any website owner looking to improve their SEO performance. With Google Analytics, users can gain insights into their website’s traffic, user behavior, and other important metrics that can inform their SEO strategy.

These are just a few examples of the many SEO tools available to website owners and SEO professionals.

What is inside of an SEO analysis of a website?

The type of audit you’ll need depends on the size and complexity of your website. If it’s an older site with many pages, a full audit will help you identify opportunities for optimization and growth. A mini audit should do the trick if the site is newer, with fewer pages and less content.

SEO analysis of a website typically includes an examination of the website’s structure, content, and backlinks, as well as keyword research and analysis of competitors’ websites.

The goal of an SEO analysis is to identify areas of the website that can be improved in order to increase its visibility and ranking in search engine results pages.

Within a SEO analysis we can find different pillars to analyze among them the most important are the following ones:

Check SEO On Page Factors

Forming the foundation of your SEO analysis, the SEO content part looks at existing content on the site and how it’s performing.

SEO On Page factors are those elements within the website that affect its search engine rankings.

These factors include:

Title.

The title is important for SEO because it is the first element that users and search engines see when accessing the page. This element provides a brief description about the content of the page and is a key factor in determining its relevance to a particular search.

Each URL should have a unique title, include the main KW and do not exceed 70 characters.

In addition, SEO-optimized titles include keywords relevant to the page content, which helps to improve its ranking in search results. Therefore, it is important to ensure that page titles are clear, informative, and contain the right keywords to improve your visibility.

Headings

Headings are important elements in SEO as they help to structure the page content and provide additional information about the content.

Headings are labeled with h1, h2, h3, h4, etc. And should be used strategically to improve user experience and search engine ranking.

Only one h1 per page and try to put keywords in the headings.

However, other headings (h2, h3, etc.) can be used to subdivide the content into smaller sections and make it easier to read.

However, it is important not to abuse this technique and to use keywords naturally that is consistent with the content of the page. Otherwise, it can penalize your search engine ranking.

The order of headings is also important in SEO, as search engines use this structuring to determine the page’s relevance.

For example, an h2 cannot be inside an h3, as this would indicate incorrect structuring and can negatively affect search engine rankings.

Meta-description.

The meta-description is a key element in SEO, as it influences the CTR (Click Through Rate) of users coming from searches.

It must be unique, rich, and descriptive; it must include the key content of the page (including the most relevant keywords) and must not exceed 300 characters.

Is important to implement meta descriptions in each URL, which will improve the visibility of the content in search results and increase the CTR of users.

Meta descriptions are a powerful optimization tool that helps to improve the visibility of a website in search engines.

Keywords

Keywords are key terms or phrases that describe the content of a web page and are used by search engines to determine the topic and relevance of the page.

It is important to choose the right keywords and place them strategically in the page content and metadata, such as the title and meta description.

However, it is important to be careful not to over-optimize and place too many keywords, as this may result in a penalty by search engines.

It is advisable to choose relevant keywords and naturally incorporate them into the page’s content instead of forcing them.

You should also analyze the behavior of your keywords. For example, if you have a keyword with a lot of impressions but very low CTR, it means that this keyword is not reaching your target audience. One way to see this is using Google Analytics, where you can also see the behavior that users have on your website.

Check SEO Off Page.

Off Page SEO refers to factors external to a website that affect its search engine rankings. These factors include domain authority and backlinks (backlinks).

Backlinks.

Backlinks are links pointing to a web page from other pages. Quality and relevant backlinks can improve domain authority and search engine visibility.

Among the factors that Google takes into account, it requires special attention that they are follow, that the link looks natural, and that both sites are relevant to each other.

On the other hand, poor quality and irrelevant backlinks can harm domain authority and search engine visibility. You can access a list of your inbound links through the Seach Console.

Domain Authority.

Domain Authority (DA) is an indicator that measures the relevance and popularity of a website compared to others. This score ranges from 0 to 100, with 100 being the highest. The higher the domain authority, the easier it will be to position the page in search engines.

It is important to keep in mind that the DA is a dynamic scoring system, and it is necessary to monitor it constantly. However, it is important to remember that for new or small websites, the ability to increase the DA score will be limited since search engines tend to prioritize sites with age and relevance.

In addition to the DA, it is possible to see the authority of each page (PA) on the website, which will help to get an idea of which pages are the most relevant.

During an SEO audit it is advisable to review both the DA and PA of the pages, although it is normal for the values to rise at a slow pace.

If during the review you see that any of these values have decreased, it is probably due to conflicts such as duplicate content, being categorized as spam, cannibalization problems, etc.

Loading Speed.

Load speed is a fundamental factor for SEO analysis. It refers to the time it takes for a web page to load completely in a browser. This is a crucial metric for SEO because a web page that takes too long to load will result in a very poor user experience and, as a result, users will not stay on the web page long enough to interact with your content, and this will affect your search engine ranking.

Google also considers the loading speed of a website to be one of the most important factors, so much so that it released its tool called Google PageSpeed Insights.

Adaptability.

The adaptability or responsiveness of a website is a key factor in SEO positioning. Nowadays, the use of mobile devices is becoming more and more common, so our website must be compatible with all of them.

This way, we ensure that users have an optimal browsing experience on any device and screen size. It is important to note that search engines, including Google, value very positively the adaptability of web pages.

A page that effectively adjusts to any device will achieve greater user satisfaction and, therefore, a better SEO positioning. To check the adaptability of our page, we can monitor it on different devices or use external applications. This way, we can verify if our web page adjusts correctly and improve its positioning in search engines.

User Experience and usability.

Usability refers to the degree to which a user can find information on a website and perform actions without complications or confusion. In contrast, user experience refers to the degree to which the user feels satisfied with the interaction with the website.

The elements of a website must be intuitive and easy for users to understand so that they do not have to spend a lot of time trying to decipher its functionality. The right typography and size are essential to facilitate the understanding of the content.

In addition, it is important to avoid invasive elements, such as pop-ups, which can discourage users from staying on the site. On the other hand, user experience is based on the user’s satisfaction when interacting with the website.

This includes factors such as the number of conversions, bounce rate, CTR, dwell times, number of internal page views per user, number of natural links, and number of leads received. These statistics give us an idea of whether the user experience is positive for the users.

Indexing and crawling.

Indexing and crawling are two processes used by search engines to gather information about websites and their content. Crawling involves the search engine’s automated bots (also known as spiders or crawlers) visiting websites and following links to gather information. Indexing involves the search engine organizing and storing the gathered information in a way that allows it to be quickly retrieved and displayed in search results when relevant queries are made.

Indexability

Indexability is the process that allows search engines to find, crawl and index the pages of a website.

It is important that all SEO-relevant URLs are indexed, as this increases the chances of appearing in the SERPs for a given keyword.

However, it is also important not to index pages not optimized for SEO, such as those with duplicate content, thin content (poor or redundant content), or that do not contribute anything to the search intent.

The indexability process includes web crawling when search engines visit all pages looking for links and updates.

If you wanna check if your website is indexed, add “site:” and follow with your website, as in the example:

In the case of large websites, search engines may have indexing problems after 10,000 URLs, since Google, despite being the most advanced search engine, has a limited crawl budget, also known as Crawl Budget.

Why is my website not indexed? Many factors can influence the URL not being indexed.

The most relevant are the following:

• Problems in the robots.txt file: These can prevent search engine robots from indexing your website. To solve it, the robots.txt file could be revised so that search engines can index your content.
• Absence of original content: If most of the content of your website is composed of content that has appeared elsewhere, search engines may see this as a sign of spam; you have to be very careful with this tip because it can cause problems in the SEO of your entire website, not just a specific page. A solution would be to create original and quality content that is relevant to your audience.
• Incorrect redirects: An incorrect redirect or a wrong URL can prevent search engine robots from accessing your website. One solution to this problem is to check that the redirects are correct.
• Mislabeled content: Search bots crawl and rank your website content based on the tags and keywords you have defined. Therefore, make sure you have well-tagged content. The simplest solution to this problem is to use appropriate tags in your content to improve its indexing.
• Slow loading of the website: If your website takes too long to load, search robots may skip over your pages, thus avoiding the indexing process. Optimizing the loading speed is essential for your project, not only because it is good for SEO but also because it is very beneficial for the user.
• 404 code errors: These errors appear when a page does not exist or has moved. 404 errors are a signal to search engines that there are problems with your website.
• Absence of inbound links: Inbound links from authority sites help search engines identify your content and improve the indexing process. Link-building is one of the main elements when working on off-page SEO, and it is also one of the most complicated and most beneficial in the medium-long term.

Robots.txt

The robots.txt file is an important file that controls how search engines crawl a web page.

With the robots.txt file, you can specify which URLs should be crawled and which URLs should not be crawled using the “Disallow” command.

There is also the “Allow” command, which is used to specify exceptions to a URL that has the “Disallow” command included.

In addition, the robots.txt file can also specify the location of the sitemap, which can make it easier for search engines.

When performing an SEO analysis, it is important to check that the robots.txt file is correctly configured and matches the needs of the website.

Any user or search engine can view and analyze the robots.txt file, as it is a public file.

To view the robots.txt file of any website, it is only necessary to add “robots.txt” to the domain you want to analyze. 

Link audit:

A link audit is the process of reviewing and analyzing the links pointing to a website, in order to identify potentially harmful links that could negatively affect the website’s search engine rankings. It is a crucial part of search engine optimization (SEO).

During doing a SEO link analysis, the website’s backlink profile is analyzed to identify links from low-quality or spammy websites, links from irrelevant websites, or links with over-optimized anchor text.

These types of links can result in manual or algorithmic penalties from search engines, which can significantly impact a website’s search engine rankings and visibility.

Once potentially harmful links have been identified, the next step is to attempt to remove them. This involves contacting the webmasters of the linking websites and requesting that the link be removed.

If removal is not possible, a disavow file can be created and submitted to Google through the Search Console, indicating which links should be ignored by the search engine.

A link audit should be performed regularly as part of ongoing SEO maintenance to ensure that a website’s backlink profile remains healthy and in compliance with search engine guidelines.

A healthy backlink profile with high-quality, relevant links can positively impact a website’s search engine rankings and visibility, driving more traffic and improving the user experience. Look for opportunities to add new high-quality backlinks that will help boost your ranking and visibility in search engine results.

Local SEO audit:

A local SEO audit is essential if you want to improve your local search rankings. It considers your business’s location and ensures that all relevant information is up-to-date in directories such as Yelp and Google My Business.

Additionally, a local SEO audit examines how well your website content targets users in your area and any local keywords or phrases you should be targeting.

Overall, a comprehensive SEO audit can ensure that your website is properly optimized and equipped with the right strategies for growth and success. By evaluating all areas of your digital strategy, you can ensure that your business is ready to take on 2021.

How long does an SEO audit take?

This will depend on the size and complexity of your website. Generally, an SEO audit can take anywhere from a few hours to a few days if you do it yourself. Consider hiring an SEO specialist to perform a comprehensive audit and provide ongoing support for more complex sites.

For a small website with a relatively simple structure, a basic SEO audit may only take a few hours to complete. This type of audit would typically be focused on identifying any major issues that may be hindering the website’s SEO performance, such as broken links, missing meta titles and descriptions, or duplicate content.

On the other hand, a comprehensive SEO audit of a large, complex website can take several weeks to complete. This type of audit would involve a thorough examination of all aspects of the website’s SEO performance, including on-page and off-page factors, technical issues, user experience and engagement metrics, and keyword research and analysis.

Ultimately, the length of an SEO audit will depend on the specific needs and goals of the website being audited, as well as the resources and expertise available to the auditor. Regardless of the size and scope of the audit, however, the ultimate goal is always the same: to identify areas for improvement and to develop a plan of action to help the website achieve its SEO goals and objectives

How to SEO audit a website?

When it comes to conducting an SEO audit, there is no one-size-fits-all answer to how long the process will take. The duration of an SEO audit can vary significantly depending on several factors, including the size and complexity of the website being audited, the thoroughness of the audit, the tools and resources available to the auditor, and the experience level of the auditor.

For a small website with a relatively simple structure, a basic SEO audit may only take a few hours to complete. This type of audit would typically be focused on identifying any major issues that may be hindering the website’s SEO performance, such as broken links, missing meta titles and descriptions, or duplicate content.

On the other hand, a comprehensive SEO audit of a large, complex website can take several weeks to complete. This type of audit would involve a thorough examination of all aspects of the website’s SEO performance, including on-page and off-page factors, technical issues, user experience and engagement metrics, and keyword research and analysis.

Ultimately, the length of an SEO audit will depend on the specific needs and goals of the website being audited, as well as the resources and expertise available to the auditor. Regardless of the size and scope of the audit, however, the ultimate goal is always the same: to identify areas for improvement and to develop a plan of action to help the website achieve its SEO goals and objectives.

Marketing objective for SEO audit:

Once you’ve completed your SEO audit, setting some marketing objectives for the upcoming year is important. These should be specific and measurable goals that will help you track your progress over time. Examples of common marketing objectives include:

• Increasing website traffic.
• Improving search engine rankings.
• Increasing user engagement on social media.
• Generating more leads and conversions.

By setting achievable objectives, you’ll better understand which strategies are working and where you should focus your time and resources for maximum impact.

An SEO audit is essential for any business or brand prioritizing SEO optimization in 2021. This guide-style post should help get you started with understanding what an audit is and how to go about conducting one.

Remember to set clear marketing objectives afterward so you can track your progress over time! Good luck on your SEO journey!

Why is SEO audit important?

An SEO audit is an important part of any digital marketing strategy because it helps you to understand where your website is currently ranking in search engine results pages and identify potential weaknesses or opportunities for improvement.

SEO analysis is a fundamental process for any website that wants to improve its positioning in search results and increase its visibility. One of the most important tools to carry out an SEO analysis is the SEO audit.

During this audit, it is important to perform fundamental checks such as indexability and the Robots.txt file. In addition, it is important to check the SEO On Page factors such as title, headings, meta description, URL, keywords and tags.

It is also important to check the SEO OFF Page factors such as backlinks and domain authority. Another factor that is of great importance nowadays in SEO analysis is responsive adaptability. This means that the website must be compatible with all different devices, especially mobile devices. Responsive adaptability is crucial for SEO as it is something that search engines, such as Google, consider. An adaptable website will increase user satisfaction and, therefore, improve the ranking in search results. To check responsive adaptability during the SEO audit, it is important to monitor the website on different devices or use external applications to simulate the characteristics of each device.

In conclusion, SEO analysis is a key process to improve the positioning of a website and should include checking responsive adaptability.