The ins and outs of a Search Engine Optimization audit


Whether you are taking on SEO for an existent web site or preparing to start a brand new one, an all-inclusive SEO audit is essential to comprehending what work must be done and what issues exist. At SMX West, three SEO audit specialists discussed their knowledge from start to finish on the right SEO audit.

Jessie Stricchiola: Essential Aspects of Discovery & Preparation

Jessie Stricchiola, CEO of Alchemist Media, started off the panel by laying out the crucial things to do in order to performing a powerful Search Engine Optimization audit. Because each form of audit needs particular problems be assessed before you begin, you need to first realize the objective of the audit. Some common reasons you might perform an audit comprise:

A fresh web site;
A first-time audit for a web site that’s has never had SEO performed on it or not been live;
a site redesign and CMS migration;
A domain/ subdomain or
To diagnose fees and traffic drops.

If you are an agency or a consultant, you will also need to take into account the background of your customer when undertaking a Search Engine Optimization audit. Some questions to consider are:

Is the customer an established company or a startup?
Who’ll be point of contact? What’s this man’s ability level?
Are development and engineering internal, external or both?
Did their previous bureau relationships finish?

It is also significant to identify in house SEO resources and owners, as they help ensure your findings are accepted and addressed and will be your winners.

Now to the meat of the SEO audit. What do you need to include? Begin together with the web site’s history, background and properties. Look at:

Subdomains, https cellular variants and schema;
organic attempts history (get any instruction manual you can);
Technical background including redesigns, operation, CMS migrations;
analytics status (views, filters and settings, KPIs);
Google Search Games Console and Bing Webmaster Tools History (indexation, notifications); and
paid search data.

It is time once you have assembled the properties, history and other info for the website. Look at:

Subject landing pages that are comprehensive;
Sub topic focus pages;
user account pages; and
Merchandise/services pages.

If CMS migration or a site redesign is intended, comprehend what the launching timeline resembles. I have personally discovered this frequently changes, so stay on the very top of the timeline. Additionally get wireframes and website structure info from programmers and the designers to assess pre-launch.

If a website has found traffic falls or punishments:

Assess and record historic data.
Get creep, associated data and backlink.
Inquire historic link- Search Engine Optimization and construction attempts.
Inquire about historic remediation attempts.

It’s possible for you to see Stricchiola’s whole presentation from SMX West here:

Benj Arriola: Software, Tips & Tricks

Benj Arriola, Specialized SEO Manager for The Control Group, discussed next and shared a large number of excellent tools to utilize for an SEO audit. Arriola began by addressing specialized SEO tools, beginning with tools that try to find malfunctions and crawl a website, like 404 errors. He urged:

Xenu — This tool is free, but it runs on PC only and may be challenging with bigger websites.
Screaming Frog — This tool is cheap, works on PC and Mac and reports on various Search Engine Optimization variables including heading tags, duplicate name labels and so forth.
Deep Creep — Additionally cheap, this tool runs on the cloud (rather than locally) and isn’t OS-dependent. In addition, it monitors several Search Engine Optimization variables, including thin content, http standing headers, lost XML sitemap, blocked URLs, AJAX use, OpenGraph tags, broken links and duplicate content.

For information architecture, Arriola urged SEOquake for all indexed domains. For subject hierarchy, he proposed DYNO mapper and PowerMapper. When analyzing taxonomy and “folksonomy,” he proposed utilizing the Google AdWords Keyword Planner.

When it comes down to auditing code for SEO, Arriola additionally urged several tools for assorted code auditing jobs:

Schema and Microformats

JavaScript Frameworks Using Significant AJAX (Examples: AngularJS, Respond, Backbone.js, ember, Underscore.js, Knockout)

Page Speed

Mobile Optimization

Audits contain more than merely technical problems, though; you will must address content issues on the website, too. Arriola urged several tools for assorted content-associated Search Engine Optimization measurements:


Duplicate Content

Thin Content

Impacts from a Panda Update

Competition Content

SEMrush (Arriola additionally noted that SEMrush has a trendy key word finder to identify key word chances your competitors may not be addressing.)

Crowd Penetrations

NetBase (measure web opinion and more)

Backlink Data

Google Search Games Console
Websites that use their own backlink crawlers:

Tools that use their information and connect to the backlink crawlers above:

Tools for identifying poor/hazardous links:

Eventually, while the tools Arriola are excellent for most websites, those auditing big business websites supply advice otherwise that’s less taxing to your servers and may need a tool which can index. He urged BrightEdge, SearchMetrics, Conductor and seoClarity for business-level SEO audits.

To learn about all the tools Arriola discussed, including some not mentioned here, take a look at his SMX demo:

Annie Cushing: Delivering Audit Findings With Dignity

Rounding out the panel was Annie Cushing, Creator of Annielytics, who discussed how it is possible to deliver your Search Engine Optimization audit reports with dignity and get the buy in you must make change actually happen.

When providing audit results, it is clearly vital to secure buy in from those results are being delivered by you to; yet, occasionally you have to understand the outcomes of your findings may make others look bad. How can you be empathetic about it? Consider ways to attentively share information without always pointing the finger at others.

To arrange your SEO audit nail down your procedure. Stricchiola shared some procedures that were great in the bullets above, and Cushing proposed making a checklist. From the checklist, after that you can develop a template which is particularly significant in the event that you plan to do many audits over time for assorted sites.

Make sure you record and contain historic circumstance in your instruction manual. By using templates and being arranged, Cushing has found that she’s more time to spend against the evaluation part of the audit versus the data collection which could readily be outsourced to others.

Run the crawl. Arriola shared many wonderful crawling tools in the list above. Cushing shared that when the best time is always to do the creep, you might want to request the customer. You might want to prevent those times to perform the creep if a customer’s web site experiences high traffic volumes at specific times of the day.

Cushing made an outstanding suggestion: Try completing the forms on the website in addition to reviewing the pages of the website as Stricchiola mentioned. Do they work? Where do they go? Is the content behind them indexable? How is it located?

You also prepare your presentation and once your audit data collection is complete, give some finesse to it! She shared her formatting hints:

Use fashions in Word. These work like CSS also make formatting much simpler and does for a web page.
Customize the designs. Do not simply use the default option settings. Consider integrating the customer’s brand colours.

Use page numbers.
Prevent info dumps. As Cushing would say, “Make the information hot!”
Use arrows and offer comments in screenshots. So when you would like to accentuate a point in a screenshot, use arrows and text boxes with comments to point out the information you would like to emphasize.
Supply annotations and explanations.

As you prepare as the SEO audit may shed light on some missteps by others, attempt being empathetic. Avoid utilizing the second person (“you”) if possible as it’s going to appear that perhaps you are criticizing the client or the individual who could cause the problem.

SEO audits can be complicated. Make sure to define terms as you go. Why are particular matters that you are quantifying significant for SEO? Describe it.

And ultimately, you will need to make sure your findings and remedies are executed. With many customers’ resources overwhelmed, it is useful to give them a guideline of where to begin. Assign priorities to your recommendations so that they understand the most effective arrangement to begin.

Check out Cushing’s complete presentation from SMX:

Some views expressed in this informative article may be those of a guest writer and not automatically Search Engine Land. Staff writers are recorded here.

About The Writer

Janet Miller is the President and CEO of Advertising Mojo. She frequently blogs on various search engine marketing issues, frequently focusing on specialized options. It’s possible for you to find her on Twitter @janetdmiller.

(Some pictures used under license from

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