How to Perform an SEO Audit
An audit is one of SEO essentials since it helps to determine whether anything prevents your website from ranking highly. What’s more important, SEO audit and optimization should be carried out regularly, because search algorithms are constantly being changed, and many SEO tactics become outdated and stop working.
The primary tasks for any SEO specialist include a comprehensive study of the content, structure, website technical features, and external factors. That is, an expert has to identify weaknesses and plan and implement the necessary improvements, taking into account all the principles of search engines.
Traditionally, you can get the best SEO audit results by working with true professionals, you can learn a lot by following the guide below. So, let's go find out!
Examine your existing keyword positions
This phase requires monitoring your keyword ranks, checking your overall growth, and assessing how you stack up compared to your rivals. If done correctly, you’ll see how effective your current SEO approach is.
Try using keyword research tools like Rank Tracker or Google Search Console to examine your present keyword ranks.
However, Google Search Console is not perfect for conducting a comprehensive audit (you can't use it to check your competitors' ranks, for instance). That is why we advise using Rank Tracker, which provides a more effective approach.
Start the project for your webpage using the keyword research software that you downloaded. You could indicate the terms you wish to track rankings for and your favorite search engines when setting up. You can also integrate with your Google Analytics and Search Console profiles.
Select "Rank Tracking" from the Target Keywords section and then "Ranking Progress." As a result, you will be provided with several ranking keywords and web pages along with their SERP positions.
The Difference metric allows you to keep track of whether your rankings have risen or plummeted. However, the features that make the information visually appealing and simple to understand, Progress Graph and Rank History, make it even more straightforward to keep track of it. The rank progression histories will begin to be kept track of after the initial auditing because the Rank Progress section doesn't contain previous information for your rankings.
Finally, examine the rankings for the identical keywords of your rivals. To do it, choose Competitors from the Preferences menu. Add your SEO rivals, then hit OK.
Inspection of low-hanging fruits
At this step, you need to examine those web pages that had low ranking on the SERPs. Such pages are known as low-hanging fruits as they require a slight boost to rank among the top ten, function as intended, and drive significant traffic.
Using Rank Tracker, you may inspect it. Go to Rank Tracking again and set the filters for Rank: “More than 10” and “Less than 20”. You will see every website that requires minor adjustments to rank on the first SERP. Next, consider how many searches every keyword has received. Well, it’s quite difficult to say exactly how many keywords you need because the ideal amount depends on your industry.
Check the backlinks in your profile
Backlinks are what increase your web's reputation. Your website has better chances to be at the top if it has a strong and diverse backlink profile. Backlinks are like recommendations for your site. The more recommendations you get from well-established websites, the higher your site will rank in search results.
Give more attention to the number of do-follow links you have because these are what give your site credibility. The authority of the linking domains and web pages is also very important.
Analyze the penalty risk associated with your backlinks as well. You should avoid any links that have a significant penalty threat.
Check for new possibilities for content
Finding certain keywords which you don't currently rank for is necessary. After that, you can produce new material for these keywords or enhance current content. You'll require a content gap analysis that involves looking for missing opportunities in your present material.
There are numerous ways to generate fresh content ideas. However, we recommend looking at how your material aligns with your customer journey.
Clients undergo at least three stages – awareness, evaluation, and conversion. Depending on what you offer, there may be additional stages, so make sure that you thoroughly understand your consumer personality and experience.
There may be sufficient material for all of these stages. First, you can list the product's advantages and features along with some customer testimonials. Or maybe you should include additional pictures or videos.
The following step is to use Rank Tracker to examine competitors and find the keyword gap.
Go to Keyword Gap in the Keyword Research section.
Select the option “All Competitors but Not Your Site” or “Any Competitor but Not Your Site”, add up from one to five companies, then tap “Search”. You will get a summary of the keywords that your rivals are ranking for but you are not.
Target those keywords if you find them to be important and worthwhile.
Check for technical SEO problems
A technical SEO audit has a straightforward concept: you examine all technical SEO elements on the website, such as its architecture problems, identical content, code flaws, redirection, tags, and so on. Making sure that you are not facing any issues that prohibit search engines from accessing and ranking your website is the goal of this phase.
Perform a usability audit
Make sure your website opens smoothly and then check whether the mobile version faces any issues that could impact its mobile rating. You can check it out in Google Search Console. Start by viewing the Page Experience insight in the Experience report. It provides an overview of how users interacted with your website. You may also find general information about customers' experiences with different device types.
A well-conducted SEO audit will not only make your website more search engine friendly but will also boost its usability and value for visitors.
In case it is performed correctly and regularly (at least twice a year), an audit significantly increases traffic, because users love convenient sites and return to them again and again.