What a Professional SEO Audit Should IncludePosted by oicadmin on 07/20/13
Tags: cro , off-page seo , audits , links , social media , on-page seo , backlinks , seo
SEO audits can reveal a wealth of information regarding a website's SEO potential and current standing in the results.
In many cases that call for SEO auditing, website owners invest in SEO services, however fail to see desirable rankings and ROI. In other situations, insights are needed to advance an SEO campaign, or simply do a check-up on how things are progressing.
Regardless of the core reason or purpose, the SEO audit process should reveal certain data and information that provides actionable insights. Below we highlight what you should expect from a professional SEO audit.
Because there are numerous factors that are taken into consideration, such factors are typically best organized as on-page SEO and off-page SEO factors.
Auditing On-Page SEO Factors
Although performing on-page SEO functions are both cumbersome and critical for success, on-page variables only account for about 30% of Google's ranking algorithm.
When conducting on-page SEO audits, the following elements should be taken into consideration.
- Keyword usage - Having a proper balance of keyword inclusion is important to establish relevancy. It's crucial to understand that overly keyword dense content can actually be at risk of penalization, whereas in most cases, not enough keyword relevancy is established in the proper places.
- Technical SEO - This includes a wide range of elements, such as: HTML coding structure of pages; site health and prevalence of warnings and errors; proper use of a HTML and XML sitemaps; site load speed; use of internal linking.
- Website structure, navigation, & usability - It's critical to assess how a website is structured, not only for SEO, but also Conversion Rate Optimization (CRO). In short, search traffic is useless if it's not converting.
Auditing Off-Page SEO Factors
Off-page factors carry the greatest weight in determining keyword search rankings. For this reason, a successful SEO program will should place ongoing emphasis on the following components.
- Integrating Google Analytics and Google Webmaster Tools - Although integrating these tools may not directly impact SEO, they are critical to conduct SEO analyses and measure success. Any good SEO auditor will request access to these programs to analyze key metrics and data. If they are not integrated, a first step is to get this done ASAP.
- Building a natural backlink portfolio - The overall number and quality a site's backlinks is perhaps the most important contributor to SEO success. Google ranks sites that have natural backlink portfolios (a natural, non-overly optimized blend of link anchor text) that stem from relevant, authoritative sources.
- Having a strong presence in social media - Social media is starting to have a massive affect on search. This mostly centers on "social signals" (e.g. Google +1's, Tweets, Facebook Likes, Shares, etc.) The more social signals a page has can equate to better rankings. So greater social authority can correlate to greater search authority as well. Although social media doesn't seem relevant to SEO, it should be included in any good SEO audit.
Although there is more that goes into a complete SEO audit, the latter outline entails the bulk of the overall process.
Here at OIC Group, we have experience providing a wide range SEO services for many business models. Spanning from ecommerce SEO audits and consulting services to local search marketing program that combine SEO and PPC, we offer a spectrum of capabilities that are individually-tailored.