Are you wondering how to improve your website’s visibility on search engines? Well, you’re in the right place. The internet has become a crowded space with billions of websites vying for attention. Search Engine Optimisation (SEO) is crucial to make your website stand out from the crowd and rank higher in search engine results. However, SEO is not a one-time job; it’s an ongoing process that requires continuous optimisation and monitoring.
By conducting an SEO audit, you can identify the areas of your website that need improvement and create a plan to boost your website’s search engine ranking. In this blog, we will guide you through the process of conducting an SEO audit of your business’s website. Before we dive in, let’s define what an SEO audit is…
The goal of an SEO audit is to identify technical and content-related issues that might be affecting your website’s ranking on search engines. The audit is the process of evaluating your website’s search engine friendliness, identifying areas of improvement, and creating a plan to increase its visibility on search engines.
Now that we have a basic understanding of what an SEO audit is, let’s get into the nitty-gritty of how to conduct an audit on your business’s website….
Analyse your website’s performance
The first step in conducting an SEO audit is to analyse your website’s performance. You can use tools like Google Analytics and Google Search Console to gather data on your website’s traffic, bounce rate, and average session duration. This information will help you identify any major issues that might be affecting your website’s performance.
Conduct a technical SEO audit
Once you’ve analysed your website’s performance, the next step is to conduct a technical SEO audit. This involves evaluating the technical aspects of your website that might be affecting its ranking in search results. Some of the areas you should focus on include:
Site speed: A slow-loading website can negatively impact your website’s ranking on search engines. Use tools like Google’s PageSpeed Insights to evaluate your website’s loading speed and identify areas that need improvement.
Mobile-friendliness: With more people accessing the internet through their mobile devices, it’s crucial that your website is mobile-friendly. Use tools like Google’s Mobile-Friendly Test to evaluate your website’s mobile responsiveness.
Website structure: Your website’s structure should be organised in a way that makes it easy for users and search engines to navigate. Make sure your website has a clear hierarchy and that each page is easily accessible.
URL structure: Your website’s URL structure should be clean and easy to understand. Use descriptive keywords in your URLs to help search engines and users understand the content of each page.
Conduct a content audit
The next step in conducting an SEO audit is to evaluate your website’s content. This involves analysing the quality and relevance of your website’s content. Some of the areas you should focus on include:
Keyword optimisation: Each page on your website should be optimised for specific keywords. Make sure your keywords are relevant to your business and that they are used appropriately throughout your content.
Content quality: Your website’s content should be high-quality, informative, and engaging. Make sure your content is written in a way that is easy to understand and that it provides value to your users.
Duplicate content: Duplicate content can negatively impact your website’s ranking on search engines. Use tools like Copyscape to identify duplicate content on your website and remove it.
Content updates: Regularly updating your website’s content can help improve its ranking on search engines. Make sure your content is up-to-date and relevant to your business.
Conduct a backlink audit
The final step in conducting an SEO audit is to evaluate your website’s backlinks. Backlinks are links from other websites that point to your website. They are important because they signal to search engines that your website is authoritative and trustworthy. Some of the areas you should focus on include:
Backlink quality: The quality of your backlinks is more important than the quantity. Make sure your backlinks come from reputable websites and that they are relevant to your business.
Anchor text: The anchor text of your backlinks should be descriptive and relevant to the content of the blog.
Link-building strategies: Your website’s link-building strategies should be diverse and ethical. Avoid using black hat SEO tactics like buying links or link farming, as these can result in penalties from search engines.
Broken links: Broken links can negatively impact your website’s search ranking. Use tools like Google Search Console to identify and fix broken links on your website.
SEO audit checklist
To make the SEO audit and search engine marketing process easier, here’s a checklist of the areas you should focus on when conducting an SEO audit:
- Analyse website performance using tools like Google Analytics and Google Search Console
- Evaluate website structure, site speed, and mobile-friendliness
- Check URL structure for descriptive keywords
- Optimise content for keywords and ensure high-quality content that is regularly updated
- Check for duplicate content and remove it
- Evaluate backlink quality and diversify link-building strategies
- Ensure anchor text is descriptive and relevant
- Check for broken links and fix them
Conducting an SEO audit is an essential part of improving your website’s visibility in search engines. By evaluating your website’s technical and content-related issues, you can create a plan to improve its search engine ranking. Remember to focus on website performance, technical SEO, content quality, and backlink quality. Use the checklist above to guide you through the SEO audit process. If you’d rather leave the audit to the experts, we can help.