An SEO audit, also known as a search engine optimisation audit, gathers data about a website’s performance on the organic search results page. A comprehensive audit can add value and provide helpful information for site optimisation.
Analysing the critical factors of an SEO audit can help a business develop a priority-based action plan. This will aid in the improvement of organic search results as well. Following the simple procedure described in a separate post, an SEO audit can be completed in less than an hour.
What Is a Website Audit, and Why Do You Need One?
Before large-scale search engine optimisation (SEO) or a website redesign, a website audit examines the performance of each page. If your website isn’t optimised to meet your traffic goals, an audit can help you figure out what needs to be done to improve it. Know the advantages of conducting a website audit before getting into the specifics of what you should look out for.
In 2022, here are some practical suggestions for conducting a successful SEO website audit
What do you want your website visitors to think of your company? Every website should be audited regularly to detect and correct problems. More than once a year is considered a regular audit.
It can take a long time to perform a website audit. As a result, you should use website auditing software to save time and identify conversion opportunities.
Here’s how to conduct a website audit:
Improve the speed of the page and the time it takes to load
If it takes more than three seconds for a page to load, most users will abandon it. You can use Google’s PageSpeed insight to check the speed of your website.
The program evaluates your website’s performance. It gives you information about how well your site performs on mobile and desktop. There are tools to try when evaluating website speed.
You can use a website audit tool to address duplicate pages, large images, and unnecessary HTML and CSS files. Customer retention, online conversion, traffic, and bounce rate will all be negatively impacted by a slow website.
The user experience is affected by site speed, a ranking factor.
Improve the safety of your website
Security is essential because it can deter new visitors. Because of the rise in cybersecurity concerns, your audience wants to interact with a website that they believe is safe for them.
If you’re a non-profit organisation, your website must be secure for people to donate, subscribe to membership platforms, or join a group.
A Secure Sockets Layer (SSL) certificate is required at this point. Your host provider can sell you one if you don’t already have one. A padlock favicon denotes a secure website in the top left corner of the URL bar.
Otherwise, a website with a ‘not secure’ warning will find attracting visitors and converting them challenging. You can be sure that your website will have an SSL certificate if you work with a web design firm.
An HTTP website and an HTTPS website are two different things.
Test your site for mobile compatibility
Mobile traffic makes up 52.6% of all traffic. Mobile-friendly websites are becoming increasingly important as technology advances and more people rely on their smartphones.
Use Google’s mobile-friendly tool to run a test on your site. It’s completely free and straightforward to operate. Paste your website’s URL and hit the “run test” button.
Google and your users both benefit from a responsive website design. When it comes to SEO, it’s a ranking factor.
Make sure Google is indexing your website
It would help to verify that Google is indexing your website as part of the website audit. What method will you employ to determine this?
In a new tab, type site: yourwebsiteurl.com. This is what you’ll write if your website’s domain name is abc.com. www.abc.com, or www.abc.com.
If Google isn’t crawling your page, there will be no results to display. Crawling must be enabled to resolve this issue. To allow crawling, use the free Google tool.
Here’s how it’s done. Enter the URL of your website in Google Search Console, then click Settings, then Crawl Stats.
Rich snippets in search results pages are one of the reasons you want Google to crawl your site. Google understands your site’s content using structured data. As a result, rich snippets may be an important part of your content marketing strategies when writing for the web.
The user experience (UX) should be improved
When ranking a website on Google and the SERPs, experience is critical. How can the user experience be improved? Focus on achieving on-page SEO to help you improve the user experience of your website.
On-page SEO is concerned with the elements that directly impact your website. To begin, check to see if your website’s colours are consistent. It is important to consider that your website must maintain a sense of minimalism and must not be overfilled with colours. This can turn out to be a rather unappealing experience.
Furthermore, it is important to consider that the font size and face remains consistent throughout the website. Use a variety of headings throughout your website as well. Display content using headings one, two, and three.
After that, make an effort to include as many visuals as possible. We are a visual species. As a result, think about incorporating images and videos into your text. CTAs and buttons are just a couple of examples of improving UX.
Google Analytics allows you to monitor the performance of your pages
A free website tool is Google Analytics which evaluates your website’s overall performance. It maintains track of everything that happens on your website pages.
It displays your website’s bounce rate, page visitors, statistics, and the number of pages. It is simple to use Google Analytics.
You only need to include a tracking code on your website to use Google Analytics. It will keep track of various user actions, and the marketer will access the data from a single location.
Is your site search engine optimised?
The visibility of your website is improved by search engine optimisation. On-page and off-page SEO are two different types of SEO. On-page SEO, as previously stated, has an immediate impact on your website.
Hiring a web design firm can assist you in adhering to SEO guidelines. There are free tools that you can use if you have a WordPress site.
It identifies any SEO requirements that have been overlooked and walks you through on-page optimisation.
Check keyword distribution and usage, for example, if you’re optimising the blog section. Title tags, meta descriptions, and URLs are just a few of the other things to look at.
These are factors that are done outside of the website regarding off-page optimisation. Off-page SEO benefits from getting high quality backlinks.
Using the website audit tools, you can also determine which links are from spammy pages. Because these pages are either from fake websites or have nothing to do with your page, they can harm your SEO.
Let’s say you write about digital marketing and SEO and then notice backlinks to real estate, law, or car rentals. You can remove the links that aren’t relevant to your niche from your site by auditing it.
Enhance the images on your website
Large images can cause your website to load slowly, resulting in a lower search engine ranking. Images can be compressed before being published on a WordPress website using plugins.
Images engage users and encourage them to keep scrolling through your pages. As a result, make sure that any web images you use are of good quality. The speed of your site will improve if you compress images.
More internal links are needed
Your SEO will improve if you link your content. You can connect the most important content and pages so that users can easily navigate to other areas of your website.
It also contributes to a lower bounce rate. If you’re trying to get people to visit a specific landing page, for example, having links to related content can entice them to click.
Effective link-building strategies can entice users to visit other pages or content and improve Google ranking. You could, for example, include a related articles section with clickable links to other content on the site.
Investigate a rival
A website audit tool can assist you in spying on your rival and identifying their marketing strategies. Examining what your competitors are doing can assist you in strategising and developing better ideas.
If you see an opponent ranking for a keyword you aren’t, you can use it as a primary or secondary keyword.
It also aids in the discovery of new keywords that you may not have considered previously. You can also look at how other sites are using the keywords ranking for them.
As a marketer, it will help you develop a unique strategy that will appeal to your target audience while also increasing the visibility of your website.
A content audit is a good idea
‘Content is King,’ as Bill Gates famously said. Content is one of the factors that SEO considers when determining rankings. To begin, it should be of high quality and resonate with your target audience.
Examine your content to see if it solves the problems of your target audience. Is the blog section going to be beneficial to them? These types of questions will assist you in creating and publishing content that your target audience will appreciate.
Before publishing the content, double-check for call-to-actions, links, and images. Duplicating content from other sources is not a good idea. Your SEO and ranking may suffer as a result. Google can display it based on a user’s query if the right keywords are used.
Conducting an SEO Audit must be one of the important parts of your SEO routine to help you optimise your website and maintain the relevant values of ensuring the quality of your website. An SEO audit becomes even more critical if you’re not getting any traffic or ranking in search engines. It will also assist you in identifying any site errors as well as what needs to be fixed on the website to improve search engine visibility.