What does an SEO audit service look like in 2021?

by Mellonie Francis Mon Feb 15

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To succeed online, there is a need for maximizing your SEO game

Let’s face it. If you don’t, your business will be left behind.

For top marketers, SEO plays a big role. When it comes to inbound marketing 61% of smart marketers say it’s their main focus

They’re all doing it. Why aren’t you? Not paying attention to an audit means you’re ignoring sales.

But where should you begin?

Simple. You start by assessing your current site’s SEO.

The easiest way to do this is with an SEO audit. See how your current site ranks and assess what you can do to improve it.

My goal is to walk you through  what this is all about. 

The time it takes is minimal, but its impact can be huge.

But to get there, you need to understand the fundamentals of the SEO audit.

What is an SEO audit?

To put it simply, an SEO audit is a process of identifying issues that could prevent your site from ranking on Google and other search engines.

In order not to miss out on organic traffic, some issues mean that your site cannot be properly crawled and indexed, your content doesn’t stand up against your competitors, or you have toxic links (just a few common issues that an audit could highlight),

SEO audits can be performed with specialized tools by an experienced SEO consultant.

One of the hardest parts of performing an SEO audit is knowing where to start. 

Audits don’t need to be hundreds of pages long, nor should they only be accessible and understood by the most technical of people.

A great SEO audit should effectively communicate a prioritized list of actions and justifications that lays out the steps that need to be taken to improve organic search performance.

It is as simple as that.

In this guide, we are going to walk you, step by step, through the issues that could be holding back your site’s performance and help you understand the steps you need to take to grow your organic traffic.

Reasons you may need an SEO Audit include;

  1. You have noticed a decline in organic traffic to your website after a recent redesign, rebrand and you need to know the reason.
  2. You’ve noticed your webpage loads slowly and you know that leads to an increase in the visitors’ bounce rates and it directly means lower conversion rates.
  3. You experience broken links that are outbound, inbound, or internal may lower your site’s trust and authority.
  4. You may be experiencing devaluation of your site and leaving your content less visible to users in search results because you fail to follow google’s webmaster guideline.

Benefits of an SEO audit?

  1. It helps detect technical problems that may be limiting your site’s performance in search engines.
  2. It helps to gain a deeper understanding of your website and its capabilities.
  3. It improves your site overall performance.
  4. It improves user experience and accessibility making search engines and users run the site smoothly. 
  5. It increases rankings for relevant keywords that are bringing in traffic.
  6. It helps put an end to the unhealthy SEO practices for which you’re being penalised.
  7. It helps find out what keywords your site is ranking for.  
  8. Identify content opportunities.

How often should you get an SEO audit?

SEO is a long-term process, so checking your SEO every day is likely to be frustrating. Most companies do an SEO audit between two and four times a year.

If you are a smaller business with a relatively smaller website, once every six months will be perfect. If you have a larger company or a large website with a lot of new content every month, and at least two of the following; 

  1. Website content changes regularly
  2. Code changes frequently on your website
  3. Multiple individuals contribute to your site
  4. Your industry changes quickly online
  5. Your industry is highly competitive online

…reviewing your efforts every quarter makes more sense.

To avoid technical problems with your website sooner, doing an SEO Audit regularly makes it easier to recover from a drop in search rankings or increase your organic traffic.

What is included in an SEO audit?

Depending on your situation, SEO audit service may include each of following if it affects your website’s performance:

  1. Domains
  2. Sub domains
  3. URLs
  4. Canonicalization issues
  5. Page load time
  6. Redirects
  7. 404 page
  8. Robots.txt
  9. Indexing issues
  10. Crawl issues
  11. Structured data recommendations
  12. HTML and XML sitemaps
  13. Navigation and file structure
  14. Under-optimized pages
  15. Data feed optimization
  16. Conversions
  17. Analytics
  18. Webmaster accounts
  19. Local targeting
  20. Citation improvements
  21. Template-specific recommendations
  22. Internal linking strategies
  23. External linking strategies
  24. Keywords
  25. Page titles and meta tags
  26. Content
  27. Duplicate content
  28. Thin pages
  29. Image optimization
  30. International targeting
  31. Google News inclusion
  32. Digital assets
  33. Mobile optimization
  34. Social media indicators
  35. Blog optimization
  36. Information architecture
  37. Usability concerns
  38. Knowledge Graph optimization

Best SEO audit tools

The tools include;

1. Google Search Console

This is used in verifying sites. 

2. Bing Webmaster Tools

Bing Webmaster Tools provides some insights not included in any of the Google tools.

3. Google Analytics

The data provided in Google Analytics can be used to set a track specific KPIs and measure the impact of the recommendations contained in the SEO audit deliverables.

4. Chrome Developer Tools

This shows how crawlers and browsers interact with your site. Understanding page speed and user experience issues is a crucial part of any SEO audit, and Chrome Developer Tools reveals which page elements are slowing your web users down.

Paid SEO audit tools

Although there are numerous tools for conducting SEO Audit. Here’s a list of our favourite tools.

  1. ahrefs – Backlink Analysis, Outreach Prospecting, and Competitive Analysis
  2. MOZ – Keyword Research
  3. STAT – Keyword Rank Tracking
  4. PitchBox – Outreach Prospecting, Campaign Management and Reporting
  1. Content King – Content Performance Tracking and Monitoring

And for Site Crawling, we have:

  1. Screaming Frog – Website Crawling and Searching and Extracting Code
  2. Deep Crawl – Web-based Crawling of Large Websites

And… DONE!

There’s an important point you need to note – If you have an SEO budget, it’s important to consider their pros and cons in light of your current needs. These tools are great resources to fall back on when tracking SEO performance across large sites and they provide data that could help with setting your priorities. But without a team that’s groomed in carrying out these audits based on your priorities, the cost may not worth the spend.

 Now that you’ve known what an SEO is all about, If you need to improve your website’s organic performance,  Contact us to see how our SEO audit service can help. With us, you get a strategy that moves you closer to your organic growth goals and delivers measurable results.


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