HOW TO PERFORM AN SEO AUDIT OF YOUR WEBSITE

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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First, take a look at the keywords you’re using on your website. The best types of keywords for your campaign are long-tail keywords . These are keywords that contain three or more words.

site:[yourdomain]

According to Search Engine Journal, search traffic accounts for 76% of all website traffic , with social media trailing far behind at 5%. But that does not mean you should ignore the value of social media.

Crawlability.

So, how to perform an SEO audit on your website?

For an effective technical SEO audit, here are some of the things that you should take care of:

Social media is an effective method of gaining exposure and engaging with influencers and customers. With 31% of all referral traffic coming from social shares, your presence on social networks should be a crucial part of your SEO strategy.

When you create content, you don’t want to duplicate your content. Duplicate content dilutes the authority of your page, and it hurts your SEO rankings.

When you create content, you want to ensure that your pages contain original content that is informative and relevant. It should have relevant keywords and pertain to the topic at hand. If you want your site to perform well, you must nix your low-value pages.

You can also invest in website optimization services from a web design agency like PixoLabo. With this option, you can worry about running your business while your web design company helps improve your site’s speed.

Voice Search Optimization.

An SEO audit consists of different sections. An audit is a significant undertaking, so breaking it up into manageable chunks is an excellent way of making it easier to execute.

Suppose you’re not getting any benefit from the links you’re receiving, or no one is linking to you at all. In that case, it’s time to review your link strategy seriously, and an audit can help you see when this is necessary.

Voice search is rapidly growing as a popular way for users to conduct searches. If you want to stay ahead of the game, you must audit your site content to make sure it is optimized for voice search .

Producing detailed, quality content will earn you credibility and increase your ranking ability. Check for pages with a word count below 300 words, and safeguard against being interpreted by search engines as irrelevant.

Step 4: The Competitive Analysis.

By analyzing the competition, you’ll have a better idea of how you can help your site stand out and outperform them in search results.

You’ll also want to make sure that your long-tail keywords are driving valuable results. If keywords are not driving traffic to your page, consider swapping them out for higher-value keywords.

I recommend using technical SEO tools to uncover technical mistakes in your site structure and core semantics. This type of error adversely affects your search rankings and site traffic.

Adjusting your keyword strategy is also an opportunity for you to find keywords you may not rank for currently.

Gregor is Co-Founder and CXO of PixoLabo, a multilingual virtual creative lab working with clients in North America, Europe, and SE Asia. With over 25 years of experience in web, UX, and information design, Gregor consults for startups in Asia and the US. He is also an adjunct professor of design and user experience, a creative technologist and consultant at EnLinx Partners, LLC, and a foreign language editor at the Tohoku University Graduate School of Medicine. Gregor lives with his wife, an award-winning Japanese designer, and photographer, in Sendai, Japan. When he is not working, he enjoys writing, exploring, gardening, and sampling new street food. You can connect with Gregor on LinkedIn or Twitter .

Website audits usually evaluate a site not only for its content but also for its technical performance.

The robots.txt file, on the other hand, is a text file that allows you to specify how you would like your site to be crawled. Before crawling a website, search engine crawlers will generally request the robots.txt file from a server. Within the robots.txt file, you can include sections for specific (or all) crawlers with instructions (“directives”) that let them know which parts should or should not be crawled.

In the first part of your website audit, you should be focusing on how users navigate your website — from your homepage to blog posts, to landing pages, and any related content in between.

1. Website Performance Optimization.

One of the things I like to look for when conducting a website audit is the user experience. How is this design working for your customers? Some software has heatmaps of what parts of your design draw the most attention and what users are reading. This type of analysis will let you know how the overall design and user experience are impacting your visitors.

To pull all this together, I decided to run a website audit on one of my favorite bloggers, Christina Galbato.

Then, the grader gives overall recommendations to improve your site overall. As you can see in the example, you’ll see a table to compare your current site to the recommendations.

You might also consider doing some user testing with members of your target audience to ensure you’re effectively surfacing the content they’re looking for, and that they find it easy to navigate to the parts of your website they’re interested in.

Before you get started, you’ll want to find a website auditing tool that can help you analyze how your website is performing. When you use site audit software to run your site through, you can get specific recommendations and test how your page is performing.

When you do a website audit, you’ll be able to find issues that are hurting your SEO and conversions. Perhaps it’s broken links, hidden content, long page load speed times, or more. Identifying these issues will help you repair issues that are diverting traffic.

Is Your Site Structure Optimized for Search Engines?

Once you’ve addressed the three primary goals of a website audit, it’s time to loop in a developer or someone from your IT department for a technical evaluation. You could also hire an outside agency — just be sure to do your homework first.

Your website should also have public and XML Sitemap files. The public sitemap is one that users can access to review the pages of your site, like the index of a book.

You can use tools, like HubSpot’s website grader, to perform an audit on your competitor’s websites to gather more insights. You can learn how your competitors are attracting visitors and see how they’re garnering conversions.

When was the last time you gave your website a checkup? If you’ve never before audited your website, it’s been a while since you have, or you’re planning a website redesign in the near future, use this post as your go-to website audit checklist to make sure your website is primed for maximum SEO and conversion results.

5. Assess Website Content.

Keep in mind that there may be some carry-over from the three assessments above — website performance, SEO, and conversion rate. The technical evaluation, however, addresses all three to maximize the user experience (UX).

Identify areas of your navigation that are entirely Flash or JavaScript. Search engines have challenges reading and accessing these, which could prevent your site from getting indexed.

As you evaluate your content for quality, think about it from your target audience’s perspective. Did this information leave me satisfied? Did it answer all of my questions? Does it give me all the resources relevant to this topic? Do I know what to do next?

Website audits also enable you to re-evaluate the effectiveness of your website in terms of lead generation and conversion. As a result, you’ll be able to spot any previously overlooked opportunities to convert visitors into leads so you can add relevant CTAs, as well as identify deficiencies in your landing pages so you can optimize them to boost conversions.

But first, enter your website into HubSpot’s Website Grader — this will give you a general overview of your website’s strengths so you can gauge your focus on each of the assessments that follow in this article.

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