Are you constantly frustrated by the fact that, no matter what you try, you never quite hit
those magical top 5 search engine results places (SERPs) for the best-performing
SEO can be complicated. The smallest thing can often undermine even the strongest optimization strategy, dragging your SERPs down. Or combinations of factors and how they interact with one another can easily create a tangled mess of cause and effect which ends up pulling your search engine performance the wrong way.
An SEO audit is all about unravelling those knots. It sounds laborious and time consuming, but a structured, page-by-page evaluation can be like flicking on a light switch in a dark labyrinth. Suddenly, after groping around blindly, you know where you are and where you need to go.
Why is an SEO audit important and what does it involve?
The purpose of an SEO audit is to identify the strengths and weaknesses of your site’s SEO. An audit works best when it is carried out page by page, so at the end you know exactly where improvements need to be made.
By its very nature, an SEO audit has to be detailed and technical. Some areas an audit should assess include:
One of the fundamentals of any SEO audit is to analyse keyword use, making sure they are
appropriate and relevant for the page, and that they are being used to optimum effect. Over
time, the value of keywords may change depending on frequency of use in search and what
competitors are doing. Better value is gained from keywords the higher they are used on a
page, or if they appear in headings.
A audit should also consider things like the quality of the content, structure and readability.
As well as the visible content, the code behind a page can have a big impact on how well it
is received by search engines. An audit should pick up on any technical glitches in the code
which could hamper performance (see below), and whether the CSS design and layouts are
responsive to both desktop and mobile. It should evaluate the use of meta tags, descriptions
and rich snippets, adding or altering these where appropriate as these can play a huge role
in making a page more visible to search engine bots as they trawl for results.
One of the fundamentals of SEO these days is load speed, so assessing and suggesting
ways to improve page speed is central to any audit. A quality audit will also analyse ranking
performance in comparison with competitor sites, using better performing pages as a
template for making improvements. It will also assess the value of any external links you
have on your site, determining whether they have a positive effect on your SEO, or whether
they are potentially dragging you down because that page has a poor SERP in its own right.
The name or URL of each web page plays a significant role in SEO. URLs which are too
long tend to lead to poor SERPs, apparently because search engine algorithms favour URLs
which are closer to the website root URL. As well as assessing URL length, an audit should
also check that URLs are all working correctly and not returning 404 errors.
Free Site Audit
Now you know why an SEO audit is important, do you want to book your site in for a full SEO audit free of charge? Ultimate Creative’s SEO specialists will conduct a site audit with recommendations of how you can improve your website performance absolutely FREE! Get in touch today to find out more.