Performing a search engine optimization audit (SEO Audit) of your website is important for many reasons. First, you can identify problematic areas that need improvement and create an action plan to correct them and second, a good SEO audit will keep your website up-to-date with the latest developments in search marketing and on top of the competition.
What is Website SEO audit?
“Website SEO
audit is a detailed analysis of website’ health to ensure whether your website
is fulfilling the requirement of User & Search engine.”
It can also
be defined as “A detailed report to check the SEO score out of 100 “
Website
owners always want to Increase traffic by search engine optimization techniques.
But it is very hard to synchronies with SEO. Because SEO changes continuously. So,
to run a web business one has to continuously analyze the SEO report to keep
balance with SEO facts.
There are several reasons why you really need to perform an SEO audit of your website. Here are a few:
l Algorithms Changes: Search engines such as Google,
Yahoo, and Bing, are constantly updating their algorithms to provide better
search results, and you need to be aware of these changes so you can make
adjustments to your website’s content accordingly.
l Webmaster’s Guidelines: Popular webmaster tools from Google
and Bing are continually changing, so you need to make sure you are compliant.
l Website Errors: It is important to make sure your
site does not have any error messages or broken links. Performing the audit
will expose the errors, enabling you to redirect them and recover lost traffic.
l Titles and Meta Data: Title tags and meta descriptions are
the first thing visitors will read about you when you show up in search results.
It is important that they be relevant to the content of the site.
l Outdated Content: You may have content on your site
that is outdated. It’s important to not only provide relevant but also fresh
content to search engines, and give them a reason to come back. If people are
not visiting or re-visiting your website in 6 months, reevaluate the content or
get rid of it.
Here are a few suggestions how to perform your own SEO Audit?
l Perform a Screaming Frog Crawl on the
website. Screaming
Frog is a free application that crawls through every page on your website just
as a search engine would. Screaming Frog allows you to easily identify
redirects, URL issues, duplicate pages, page titles, meta descriptions,
headings and much more. After you have crawled the website, you can then export
all of the data in Excel spreadsheet to help you better analyze and audit the
data.
l Register your website with Google
Webmaster Tools.
After you have verified your ownership with Google, you have access to major
sections including Search Queries, Links to Your Site, Crawl Errors, HTML
improvements and Sitemaps.
l Add your website to Google Analytics. This allows you to gather data
about the users that visit your website. When a visitor comes to your site, do
they leave or do they visit additional pages? What device are they using to
visit your website, and is it optimized for that user? There is an abundance of
information that can be gathered through this Google tool.
l URL Redirects and Duplicate Content. In Google Webmaster Tools, under
“HTML Improvements,” addressing the duplicate title tags will help your site’s
user experience and performance. Also, by redirecting your URLs you ensure that
your users and the search engines visiting your site will not have to encounter
any website error messages.
l Submit XML Sitemap. After making changes to your site,
producing a sitemap can ensure the major search engines can easily scan and
index all the content on your site.
An SEO audit
can take several days or weeks to complete. No matter how time consuming or
costly it might be, it’s always worth it. Take time to perform audits once a
month or every after three months. This would not only save yourself from
trouble but will likewise give you an edge in site rankings.
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