Understanding the state of your website’s on-site SEO is crucial when it’s time to determine where to invest your marketing budget. But professional and in-depth SEO audits are both technical and time-intensive. What if you only need a basic understanding of the organic strengths and weakness of your site so that you can make informed decisions about the tactics to be implemented next?
These steps will assist you to form a basic understanding of the accessibility, content, crawlability, and appearance of your site in the search results. From there you will start prioritizing the techniques needed to identify your keywords of high importance and help rank your site for them. Best of all, you will be able to position at the right place: in front of customers who need just what you sell.
Before Beginning With…
Ensure the Google Analytics and Search Console are correctly linked to the site and operating. If you’ve had these run long before you began your SEO audit, you’re in an ideal position. When there’s lots of past evidence, these methods have their best insights.
Don’t worry, if you’re just getting around to downloading these tools now, they’re already going to assist you with your audit, and it’s a big way to take care of your data moving forward.
Getting them would not actually improve your SEO, but not having them will absolutely hold you off the map. These are the first things to look for in an SEO audit; none of the other SEO attempts can make much of a dent without them.
The best way to search for important components is to run a crawl using a platform such as SiteChecker (if your site is on the smaller end, you get away with the free version). Check for the following things using crawling tool:
- HTTPS: Google favours protected websites hosted by HTTPS over their HTTP counterparts. Currently, if they do not use HTTPS, e-commerce pages would have a hard time scoring at all. When you think about it this makes common sense; would you want to give an unencrypted website your credit card information? Just buy your SSL license, open your config variables, and check for “URL.” Then if it doesn’t already have it, apply an ‘s’ to your URL.
- Crawling and Indexing: You will be given a list of pages that cannot be crawled because they are blocked by a noindex tag by your SiteChecker crawl. Take a peek at the list to make sure that every blocked page is one that the search engines don’t want to crawl. You obviously don’t want the search to rate transactional pages or personal information. Once you’re done with that, go to www.yoursite.com/robots.txt and make sure you don’t have pages blocked in your robots.txt file that should be crawled.
- Mobile responsiveness check: Google greatly favours pages on mobile devices that work properly. To ensure that your platform is mobile-friendly run a test. The test will tell you how to correct them if there are mistakes.
Test Your Site Speed
Using these tools, you will be given a desktop and mobile score along with site-specific tips to boost your score. You can take and hand it over to a developer with the list of suggestions, or you can make the simpler modifications yourself. Usually, image compression, which you can do yourself, has a significant effect on the speed of the web.
Learn About Your Keyword Landscape
Next to find the keywords for which your site is currently ranking for, use Search Console or SEO application such as Ahrefs. This is an important means of recognizing not just how competitive your platform is in the SERPs, but also how the content on the website is ‘understood’ by Google. Don’t get concerned about the particular keyword here and check more about the general categories to which these keywords point. If you’re not bringing in keyword traffic for a certain high-level topic and it bugs you, it will become an important part of your approach to optimize for that sort of keyword.
Keyword analysis and content planning, link building and social strategies would all enable you to consider what your competitors are up to so that you can modify your approach to your nearest competitors.
Evaluate your Search Appearance
Ranking your website on SERP doesn’t mean that the work is done. The customers have to also visit on your website. Check these factors to influence the clickthrough rate:
- Schema Markup: Schema Markup allows the website to present additional information directly in the SERPs (reviews, internal sitelinks, and more). Although you can use various forms of markup, it is not the correct idea to use all -it would flag you as spam. Choose the styles of markup that make sense with your vertical, instead. To see how your top SERP rivals use markup, you can even google individual keywords you are targeting.
- Title Tags and Meta Descriptions: It’s important to note that your title tags and meta descriptions are not only about ranking keywords, they’re also your opportunity to catch in the consumer. Your title tag is a important keyword spot, but ensuring you have a title tag that actively represents the website and catches the interest of the customer is just as critical. Also ensure that meta descriptions also do the same.
Take A Deep Dive Into Your Content
Let’s take a look at the content:
- First to search for duplicate content, run a crawl. If this happens, the repair is either manual (rewriting identical pages so that they are unique) or technical in nature (adding canonical or other tags to indicate page relationships, or correcting any glitches that are causing the problem).
- Next to explore the top pages and content, use Google Analytics or a paid SEO tool. Note any surprises, such as pages of high priority that are not in the top scores. You will want to focus into the topic and look at the blog posts or information material that ranks.
- Analyze your competitor content. You could use Ahrefs for this. Note any weaknesses and opportunities.
Assess Your Backlink Profile
You can use Search Console to see your own site’s inbound links, or a paid SEO tool like Ahrefs to get more information about how your site gets links over time. Knowing the backlinks will give you some benchmarks. Once you check for inbound links, check for problems like broken links. Then run a check on your internal links.
Track Your Brand Mentions and Reputation
Google pays attention to brand mentions. Use a social media listening tool to track your brand mentions and the sentiment behind them. As you go, address anything that needs a response.
Then measure your overall reputation. How many reviews do you get, and how favourable is the sentiment? Have you had some negative press? Are there any keyword searches relevant to the brand that return unfavourable results? Is there one clear negative review that’s not going to stop chasing you around? If yes, then try to incorporate some reputation management into your approach.
Putting things at right place
Once your audit is complete, you need to prioritize your findings and find solutions to the problems and act accordingly. Build SEO strategy timeline and work on the most important findings first. Using these steps, you will definitely see positive results in your organic rankings.
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