Here at Inseev Interactive, our team of highly trained SEO specialists has worked with hundreds of websites of varying sizes in all imaginable industries. With thousands of hours invested in technical assessments and SEO audits, we leave no stone unturned when analyzing your website. We take pride in our holistic approach, scrutinizing every contributing factor down to a granular level. Through our use of a sophisticated set of intelligence tools, we are able to gain comprehensive insights into your industry and its market.
Unlike other internet marketing firms, we will never guarantee our clients #1 rankings or instant success. SEO is a long term investment and ongoing process, and our technical SEO audit will act as your digital roadmap to SEO success. Whether you choose to employ our other services or not, our website audit is 30+ pages of observations, reporting, analysis, and actionable recommendations catered specifically to you and your company’s website.
SEO Audit Buying Guide
Before hiring a company to handle your website audit it’s important to have a thorough conversation with the potential firm, probing them on their past clients and previous success. If possible, request a sample audit and a quote, so you know exactly what to expect and how much you will be paying. Your website is a complex network of pages, consisting of numerous structural elements, native to your domain and elsewhere on the World Wide Web. Given this, it’s important that your SEO firm is able to identify all contributing factors to your digital footprint when conducting an SEO audit and can provide thorough analysis on your current strategy, while providing recommendations for future implementation to obtain the success you deserve. In no particular order, below you will find a list of SEO components that your website SEO audit should be addressing:
This portion of your technical SEO audit should address the content of your website and how it is viewed by both visitors and search engines alike. There are many elements to your on-page content, a few of which are identified and explained below:
URLs / Pages – How many webpages does your website currently consist of? How many of these pages have been found by the search engines?
On-Page Text – On-page text is an important relevancy signal that can be used to demonstrate to the search engines what your webpage is about.
Internal Linking – Internal links aid in the overall user experience of your website and offer you the ability to pass link juice throughout your domain while utilizing keyword-rich anchor text.
Social Integration – Social integration allows for your visitors to easily share your content, which assists in content marketing and link building initiatives.
URL Structure – What naming convention have you employed for the various pages on your website? Is it search engine friendly? Is it human friendly? Does it accurately reflect the page it represents?
Title Tags – This is the text which describes your webpage and appears in a searcher’s browser and on the search engine results page. This is the second most important factor when attempting to communicate keyword relevance to a search engine.
H1 Tags – These are a type of title tag, and are the most important title tag in regards to SEO, as they clearly illustrate to the search engines what your particular webpage is about.
Alt Tags – Being that search engines cannot physically view the images on your website, alt tags are used to communicate the visual aspects of your website’s content to the search engine crawlers.
Meta Description – This description appears below your website listing in the SERPs and aids in click-through rates.
While the on-page elements of your SEO audit offers insights into improving your user experience, the technical elements portion of your website audit aims to focus on improving your website’s accessibility and crawlability by the search engines and their automated web spiders:
Duplicate Content – Duplicate content can occur on your website for a variety of reasons. And while this will not inherently lead to penalization or reduced rankings, it does confuse the search engines and prevents them from displaying the correct or appropriate webpage at the correct time.
Canonicalization – This is a type of reference tag that can be implemented to refer the search engines to the proper website. This is often used when your website offers users both a secure (HTTPS) and non-secure (HTTP) connection with the server.
Robots.txt Directives – This is a text file that can be used within your website to give explicit directions to the search engine crawlers. Some directions include website crawl frequency and webpages to exclude from being crawled.
Page Speed Insights – Especially in regards to mobile, page speed is increasingly becoming more and more important of a ranking factor.
Indexation – This is the collection of your website data by the search engine. It is important that the search engines are able to find all of your different pages so that they can display them to search engine users.
Sitemaps – Sitemaps aid the search engine crawlers in discovering and understanding your website and should be implemented using industry best practices.
Crawler Issues – Such issues could include 3XX errors and 4XX errors, which prevent the search engine crawlers from accurately reading and understanding your website and its content.
Website authority is mainly based on the quality of your website’s backlink profile. With backlinks being such a major factor in terms of your organic ranking positions, and given their ability to elicit penalization, this portion of your SEO site audit should be extremely thorough:
Authority Metrics – Authority metrics can be applied at the page level or the domain level. And while Google’s PageRank Toolbar is no longer an active indicator of a website’s authority, there are several common authority metrics currently used by SEOs: Moz’s Domain Authority, AHref’s Domain Ratings, and MajesticSEO’s Citation and Trust Flow.
Risk Indicators – There are many risk factors when evaluating a website’s backlink profile quality. Some of these include: anchor text diversity, link velocity, link quality, and landing page diversity.
Link Velocity – This refers to the speed at which your website is acquiring backlinks. Depending on the size of your brand, age of your website, seasonality, and many other factors, this denomination will vary greatly.
Anchor Text Analysis – An abundance of exact match anchor text is usually a red flag to the search engines that your website is participating in an unnatural link scheme.
This type of data markup qualifies your content for two types of SERP display features within Google: Enhanced Presentations and Answers from the Knowledge Graph. Given Google’s recent expansion of the Knowledge Graph, and the constant battle for SERP real estate, it is important that your technical SEO audit addresses Schema.org markup and the potential upside that it can have for your website:
Analysis of Current Structured Data Markup – Has your structured data markup been implemented correctly? What is it doing for you and your website?
Suggestions of New Implementation – This looks at other available Schema.org markups that could potentially be implemented within your website and the benefits that implementing such markup could bring.
Often referred to as a blog, or sometimes a Knowledge Center, your website SEO audit should take into consideration your content production and content marketing efforts:
Analysis of Current Content Strategy with Respect to SEO – This looks at your blog in respect to your inbound marketing efforts. Blog posts should showcase a variety of rich media elements and implement all industry best-practice on-site SEO efforts.
Contributions to Web Authority – This looks at your content creation in regards to off-site SEO efforts. How is your content creation and promotion strategy assisting to increase your overall authority and contributing to your branding initiatives?
Organic Traffic Trends and Insights
Your SEO audit should be analyzing organic traffic trends as far back as your analytics will allow. Doing so will give your SEO company a much bigger window to infer insights and identify trends:
Traffic Directionality – This is refers to whether your website is currently gaining organic traffic or losing it. Often times a sudden decrease in organic traffic correlates to a penalty being imposed on your website, either algorithmic or manual.
Breakdown of Website Entry Points – This examines which pages on your website are driving the most traffic and what queries searchers are using to find it. With Google and Bing’s switch to “Keyword Not Provided” this sometimes requires strong SEO knowledge in order to be able to accurately draw conclusions.
A proper website audit cannot exclude competitor analysis. Through a variety of tools, we look at your most immediate competitors and how they compare to your website from a keyword and authority perspective:
Analysis by Ranking Keyword Overlap – This aims to examine the keywords that your website currently ranks for, compared to the keywords of your closest competitors.
Caparison of Web Authority against Major Competitors – The major force behind ranking for keywords is website authority. A thorough analysis of competitors will expose link campaigns currently being executed by your competition and the necessary steps in order to close the gap in keyword rankings.
These are the source of your website’s organic traffic. By mapping out all of your current keywords, your website audit will expose potential keywords to target in order to further increase your traffic and exposure:
Current Rankings and Estimated Keyword Impact – What keywords is your website currently ranking for and what is the search volume around those terms. By using industry benchmarks for positional click-through rates you can roughly determine the amount of traffic being referred to your website by a single term.
Priority Keyword Targets – Also referred to as a “keyword universe”, this is a list of keywords that your website should be targeting so as to increase its traffic and reach. Some ways to go about this is by strategically repurposing existing pages on your domain, or by building out new pages entirely.
As you can see, a website SEO audit should be extremely thorough and in-depth, as it will act as a roadmap for your future digital marketing and SEO efforts. By incorporating on-page, off-page, technical, and competitor insights (among many more), you can quickly and concisely understand where your website stands in the digital landscape and why.
Contact us today if you would like to learn more about how we can help you with an SEO audit for your website today.