What is the process to complete an audit?
I use a number of different tools and checklists to carefully comb through my client’s online presence. I look for technical errors, XML sitemaps, images that are properly tagged, unique meta descriptions, focus keywords, headlines, URLs and internal and external links.
One of my favorite tools is SEM Rush which is an online marketing toolbox that provides a wealth of data for SEO, advertising and for marketing.
I also do a thorough competitive analysis to see which keywords you are ranking for vs they are ranking for. I want to know which keywords you do and don’t have in common. It is super helpful to know which keywords your top competitors are ranking for that you are not…right. The graph below is just an example of what I mean, we are looking at the keywords for Amazon, Ebay and Zappos. Where the circles overlap represent shared keywords, where they don’t that represents unique keywords, does that make sense? I take this info and then compare it against info in the Google Keyword Planner, Google and other fancy tools to see where/how we can find long tails to out rank the competition. Ultimately, I provide my clients with a curated list of keywords for use in the SEO plugin and content marketing.
What is included in an SEO Audit?
Great question, Audits contain a list of technical errors, keywords and suggestions for fixes.
Every SEO consultant is different, but I share a series of Google Docs with my clients. Overall everyone gets a percentage score, like 65%! Most of my clients fall between 65-80%. I have not seen a 100%, I have a suspicion that Google reserves that score for themselves.
I also include a page detailing technical issues
These issues could include:
- Broken Links internal and external links
- Identifying images missing alt tags
- 404 Errors
- Top Keywords that users are searching to find your site
- Top Keywords of competitors (if relevant)
- Top Suggested Keywords (for site and/or specific blog posts)
- Which pages have a low content ratio
- Which pages don’t have the proper H1, H2 and keyword
- Backlinks, which sites are linking to you
Suggestions for Fixes
This is where not DIY-ing pays off. Expert suggestions for fixing.
I provided expert advice for improving your findability.
Who Needs an SEO Audit
Anyone who wants more leads, increased ranking for what they want to be known for and increased revenue. A website SEO Audit is also good for anyone who has competition and for anyone who writes blogs.
How Often Do You Need One?
Websites are a lot like cars.
They need regular maintenance. I recommend SEO Audits on a quarterly basis.
SEO is not a sprint, it isn’t something you fix quickly and are done with. The cool thing is it is data and we can measure it. We can find errors and fix them. We can identify keywords and use them. We can measure success each quarter and watch traffic grow exponentially.