Auditing any project has become an essential task since, thanks to this, we will be able to find the main errors and improvements of our website. The aim is to improve the visibility of our project, and, in turn, improve organic positioning.
Doing a comprehensive SEO audit requires hours and hours of work. This is why many companies opt for a professional technical SEO audit service to do this work for them.
There is no unique methodology to carry out this SEO analysis, although in this article we will detail some of the aspects that we consider of vital importance to improve the visibility of any website.
Before going into detail and structuring the main factors, let’s start with the basics.
What is an SEO Audit and why is it so important?
An SEO Audit, as we mentioned at the beginning, consists of a detailed analysis of the current state of a project to detect the main SEO errors, opportunities and difficulties.
Something very important in an Audit, is that once the main errors have been detected and the pertinent solutions have been proposed, a work process is created, or workflow, which allows structuring and listing the tasks according to the importance of each one.
In this way, those most important to the project are prioritized, starting with the most critical and high-impact tasks, up to the least relevant.
Checklist with the steps to follow during the Audit
Now that you know why an SEO Audit is necessary, we can now detail all those factors that we will deal with throughout this analysis.
To do this, we have created a separate checklist in these two blocks:
- On-Page: technical SEO aspects (indexability, crawlability, sitemap, etc) and Contents (meta tags, headings, web architecture, keywords, etc.) are covered.
- Off-page: all aspects that depend on sites external to our website (inbound links, authority, link profile, etc.) are analyzed.
Do the pages we are working on and are relevant to SEO appear in the Google search engine?
As a first factor it is something that we must control, and for this we can help ourselves from Google’s own tool: Search Console .
How can we see which pages Google has included in its results index?
Very easy, with the Coverage functionality we can see both the URLs that are indexed and those that are not.
Does your website load in less than 3 seconds?
Web performance is as important to Google as it is to the user.
The less time it takes to load our site, the better the user browsing experience will be , and the higher the frequency of Google crawling will be due to being able to crawl our pages with greater speed.
How can I measure the current speed of my website?
You can help yourself with free tools such as GTmetrix, Google’s own tool called PageSpeed Insights, or Webpagetest.
The Quality of Content
Content is another of the most important parts of this branch of SEO since it is the users, and Google, who are going to interpret all the text. Therefore, the content that you are going to offer has to be well optimized.
Does it meet the needs of your potential users ? Does it answer your questions? Is the information well structured and relevant?
These are some of the questions you should ask yourself when determining the quality of a text .
Of course, in this content, keywords play a fundamental role, since it will be the search engines that will determine when your page should appear in Google for them.
Doing keyword research , or Keyword Research , is the first step before you start writing without knowing how to target that content.
In this keyword search you will discover how many times a specific term is searched, in addition to new opportunities that you may not take into account.
Other factors that go into this optimization and we recommend you analyze are the following:
- Duplicate content: If you have fragments of texts repeated on different pages, you may have duplicate content problems and as a consequence, Google may penalize you for it.
- Density: how many times does the keyword appear in the text? And not only optimize it for Google, but for the user. We must try to be as natural as possible when writing content to avoid falling into over optimization , or what we also call Keyword Stuffing .
- Thin Content: Also called poor or poor quality content . All pages that are relevant to SEO must have a minimum length of text to not be considered low quality in Google’s eyes. Those that do not contribute anything at the SEO level, it is best to remove them from the Google index.
- Cannibalizations: Does your project have several pages that are very similar to each other and work with the same search intent? If so, you may encounter cannibalization, that is, several of your internal pages are competing with each other under the same keyword.
The audit is one of many steps that you need to do to get a good SEO strategy, because as you know, Google is changing its algorithms every time and what can be of use to you today, tomorrow may no longer work.