An SEO Audit is a comprehensive review of the “digital health” of a web site to understand if it’s well ranked by search engines, drives traffic, can be easily accessed by the visitor, generates conversions: leads and incremental revenue.
Discrete Elements for an SEO Audit
- Baseline Web Site Analysis: Hosting and Server Provisioning, Domain Name Registration, Overall Design & User Interface, Menus, Global Navigation, Usability, Calls to Action, Load Times, Social Media Account Integration, Google Caching Dates, Number of Pages Indexed, Cross Browser Functionality (IE, Firefox, Safari,Chrome), URL Canonicalization, HTML Code check via W3C or similar service , Plugins working properly and updated.
- On Page SEO Analysis: Meta Tags, Image Optimization, H1/H2 Tags, Cross Linking Elements, Google Analytics and Google Webmaster Review, Outbound Links, Backlinks Review (Root Domains linking back, Sites, etc), Pages Indexed Analysis (content on site versus what is found by Search Engines).
- Web Site Content Analysis: Overall Content Quality: Length, Syntax, Word Analysis, Spellchecking, User Analysis (helpful, informative, engaging, etc.), cross linking pages, on page header usage, “white spaces” used to break up text.
- Content Syndication Functionality: this can be done using a simple plugin or with any number of content syndication platforms.
- Social Signals Analysis: Review of Social Media Accounts encompassing Facebobook, Google+, LinkedIn, Twitter,
- Link Trackign usage via Bit.ly for link shortening and analysis: simple registration provides more analysis.
- Social Profile Analysis via: Klout or PeerIndex.
- Sharing and Commenting functionality: using Disqus or ShareThis (our recommended apps) to drive engagement.
- Web site load times (time it takes the entire page to load) should be under three seconds. These have huge impact on SEO rankings, especially via Google: faster load times equate to better SEO rankings.
- Responsive” design so site is mobile friendly. Approximately 25% of your traffic will be coming in via mobile and expect this to increase moving forward.
All of these elements work holistically to improve visitor engagement and your overall SEO rankings. Once you’ve done a SEO Audit then make a list of attributes that are not working and tweak or improve these. This is an iterative process that can and should be done over a finite period of time.