An SEO audit is a tedious task that leads to the right results when done right. Essentially, the audit takes out pure guesswork on determining what works for SEO in 2019, 2020, and beyond. The process is cost-effective, and can definitely stir the SEO campaign in the right direction.
We, at Optimind, prioritize analyzing the website in-depth to reveal the factors that hinder it from performing and delivering the right results, traffic-wise especially. The SEO team implements a combination of manual and tools-based audits and comes up with an audit report with actionable insights.
SEO has the technical and nontechnical components, negatively affecting the rankings and thus, traffic when problems are present. A technical SEO audit includes an investigation on accessibility, crawling, and indexing. There should be no error pages, broken links, and empty redirects. The website must have a properly structured robots.txt and sitemaps.xml files. Site structure and management, as well as other factors such as speed and mobile-friendliness, are assessed. URLs, file sizes, Analytics integration are other things to look at.
In SEO, everything starts with a target keyword. Thus, the usage of the right keywords is the foundation of a successful campaign. Several keyword-related best practices apply that non-SEOs may not be aware of. Apart from this, the right keywords satisfy the user’s intent through informative, shareable content. Content optimization has keyword research and analysis at its core.
On-page implementations reinforce the keyword targeting process. It would be difficult for the site to rank on certain keywords without the appropriate on-page elements. Meta tags, URLs, keyword count and density, outbound links, internal links, speed, images, social sharing buttons are some of these on-page elements that contribute to the SEO quality of each page.
The backlink profile is a part of off-page SEO. A healthy link profile is what the website needs. Through the audit, toxic links hurt the site’s rankings, if these are already established. So these must be removed as soon as they are discovered. Aside from this, improving the link profile through actionable results will be outlined in the audit report. Off-page SEO strategies that are website-specific are included in the report.
Google still penalizes websites that do not abide by the quality guidelines, among other rules. For the non-technicals, it is rather difficult to detect if your website was penalized, when exactly and why. Some site owners only became aware of the situation when they can no longer find the site on the results pages. The audit will reveal the details of the penalty and how the site should recover from it.
Optimind’s SEO audit process is simple, involving four broad factors: technical, content, link, and social.
The team looks into accessibility, crawling, and indexing issues first such as redirections, broken pages, structured data, etc. We will also be looking at other technical elements such as speed, security and mobile-friendliness. Finally, the team will assert the Google Analytics implementation on the website.
The SEO team will assess content optimization. This includes looking into the keywords, title tags, meta descriptions, heading tags, and image alt tags. The team will also determine if there are any duplicate, thin, low-quality, and under-optimized content and if there’s a balance between code and content. Finally, content gaps and opportunities will be outlined including a blog and the news section of the website.
The link health will be assessed. The total number of backlinks and anchor text will be analyzed, including the use of branded and non-branded anchors and absolute URLs. Overall, the existing internal and external linking strategies will be evaluated to determine which strategies work and which should be replaced with more site-relevant strategies.
SEO and social go hand in hand, so the SEO team the website’s social integration and performance. Some social strategies are aligned with the activities at the website level. Although, there are social activities that may contribute to the value of the website both in the eyes of spiders and bots and users.
All these assessments culminate in the creation of the SEO audit report, an SEO document that contains all the recommendations. The focus of the team is on actionable items arranged on the basis of value. As much as possible, the strategies to be implemented shall deliver the most SEO value.
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