5 Critical Elements For An SEO Audit

We Will Provide You With The Most Comprehensive SEO Audit Available

In order to complete & thorough SEO audit we must plan it out thoroughly so to ensure nothing is overlooked and we cover every single angle

We Need To Crawl Before You Walk

To gain a detailed picture and diagnose if there are any problems with your website Before, we need to find out exactly what we’re dealing with. So the very first and most important step is to crawl your the entire website.

In order to do this, we employ an extremely sophisticated crawling tool, we configure this to behave like just like search engine crawler, for example, Googlebot, Bingbot, etc.

Google Bot

 When we crawl your site it provides us with a wealth of valuable information, however, have analyzed make sure we get the whole picture, the continued, we consult the search engines. followed is where webmaster tools come in very handy. These days the majority of the major search engines offer a set of diagnostic tools called webmaster tools.

We get input from the site’s visitors through the site’s analytics we can investigate your site’s traffic patterns.

At this point, we can begin the analysis.

SEO Audit Analysis

Your sites analysis is broken down into 5 main sections:

– (1) How Accessible Your Site Is

– (2) The Index-ability Of Your Site

– (3) The On-Page Ranking Factors

– (4) The Off-Page Ranking Factors

– (5) Competitive Analysis Of Your Site

(1) How Accessible Your Site Is

If the major search engines and end users can’t access your site, well it might as well not even exist.

We manually check all your files and ensure nothing is restricting access to important parts of your site.

Meta Tags

Meta Tags are used by search engine crawlers and tell is if they are allowed to index a particular page and follow its links. We need you to identify any of your pages are being blocked by crawlers.

HTTP Status Codes

Search engines and users are unable to access your site’s content usually return errors.

When we crawl your site, we identify and fix any of your URLs that return errors. If a broken URL’s page is no longer available on your site, we redirect the URL the relevant replacements concerning HTTP Status Codes

XML Sitemap

Your website’s XML Sitemap acts as a roadmap for the search engines crawlers and it makes sure they can easily find all of your site’s pages.

XML Sitemap

There are some important factors with your XML Sitemap:

– Your Sitemap needs to be a well-formed XML document and follows sitemap protocol. Search engines require a specific format for all Sitemaps; if yours in not in this format, it might not be read correctly.

– Is the Sitemap submitted to your webmaster tools? It is possible for search engines to find your Sitemap without webmaster tools submission, but it does help to let then know about its location.

– Are there any pages listed in the Sitemap that does not appear in the site crawl? If these pages still exist on the site, we can class them as orphaned. We will find the correct location for them within the architecture of your site, and make sure they have at least an internal backlink.

The Performance Of Your Website

These days visitors have a pretty short attention span, and if your site is slow and takes too long to load, the fact is they will leave. By comparison, the major search engine crawlers also have a limited amount of time that they can allocate to each site on the web. So sites that are quick to load are crawled more thoroughly and more regularly than slower ones.

We can evaluate your site’s performance with a number of different tools. We will check a given page using various best practices and then provide helpful suggestion

We will help identify pages (and specific objects such as images on those pages) that may well be causing a bottleneck for your site. Then, we can itemize suggestions for optimizing thus improving your website’s performance.

(2) The Index-ability Of Your Site

Once we have identified the pages that search engines are permitted to access we need to determine exactly how many of those pages are actually being indexed.

Brand Searches

After we check that all your important pages have been indexed, we check if your website is ranking as it should for your company’s name (or your brand’s name).

If we search for your company or brand name and your website appears at the top of the search results, then all is well. However, if we don’t see your website listed, the chances are your site might be penalized, and we will need time to investigate further.

Search Engine Penalties

Hopefully, we have audited your site this without detecting any search engine penalties. But if we think your site has been penalized, we will follow these four steps to help you fix the situation:

Search Penalty

Step 1: We Make Sure You’ve Actually Been Penalized

Allot of the time we have researched sites “search engine penalty” only to discover a nonindexed page or. So before we start raising the penalty alarm, we need be sure you’ve actually been penalized.

In a number of instances, a true penalty will be pretty obvious. Pages will be completely deindexed, or we will receive a penalty message via your webmaster tools.

Step 2: Establish the Reason or reasons for the Penalty

Once we are certain your sure has been penalized, we need to identify the underlying cause for the penalty.
If your site is the victim of a search engine algorithm update, we have more work to do. We will begin searching SEO-related news sites and forums until we find the answers for you. When search engines alter their algorithms, allot of sites are affected so it shouldn’t take long to figure things out and fix the problem.

Step 3: Rectify Penalized Behavior

After we have identified why your website has been penalized, we then have to fix the offending penalty. This is easier said than done, however, don’t worry we know what we are doing and will ensure the penalty is lifted

Step 4: Request For Reconsideration

Once we have fixed all the issues, we need to request reconsideration from Google. However if your site wasn’t explicitly penalized (i.e., it was the victim of an algorithm update), a reconsideration request will be ineffective, and we will have to wait for the algorithm to update.

(3) The On-Page Ranking Factors

Thus far, we have covered accessibility and indexability. Now it’s time to focus on our the characteristics of your site’s actual pages and how they influence your website’s search engine rankings.

For each of the on-page ranking factors, we will look at the page level characteristics of your website’s individual pages as well as the top domain level characteristics for the site.

Page level analysis is helpful for identifying specific examples of optimization, and the top level domain analysis helps us establish the level of effort necessary to make site-wide corrections.


A URL is an entry the content of a web page, so it’s logical to begin our on-page analysis by looking at your URL structure.

When analyzing your URL’s there are a number of questions to ask:

– Is the URL user-friendly and not too long? A good rule of thumb is to keep the URL structure below 100 characters.

– Have the URL included your relevant keywords? It’s important the URL accurately describes the content on the page.

– Is the URL using hyphens between the words? Underscores are not advisable with most search engines. It’s much better just use hyphen

Duplicate Content On URL’s

URLs allot of the time are responsible for duplicate content on a website. because every URL represents a different entry onto your website. If two URLs point to the same page (without the use of redirection), Google thinks two different pages exist.

Usually, when we crawl your website we will discover most sources of duplicate content. However just to be sure we will check your site for the most popular URLs manually.


Content is king

The following questions can help us make sure your content is fit for a king:

– Does the web page contain enough content? There is no exact rule on how much content a web page should have, but using at least 500 words is a good benchmark.

– Is the content valuable? We can approximate the answer to this with key metrics such as the bounce rate and time actually spent on the page.

– Does the content contain your chosen keywords? Are they in the first few paragraphs of the content?If you want to rank for a keyword they need to be in your content.

– Is the content spammy and stuffed with keywords? Yes, we want to include your relevant keywords in the body of your content, but we don’t want to go over the top.

– Is your content free from spelling and grammatical errors? Your content loses credibility if it contains grammatical mistakes.

– Are search engines able to process the content? Don’t encapsulate your content inside Flash, or images.

When auditing the content of your website, we will want to focus on these important factors:

1. Content Architecture

Your site’s content architecture is how information and relevant content is laid out on the site. It is the map for how your site displays information and how you expect visitors to digest your information.

During our analysis, we will make sure that all of your website’s pages has a purpose. We will also ensure that each of your targeted keywords is being included by a page on your site.

2. Keyword Confusion

Keyword confusion is where your website has numerous pages that target the same keyword. When multiple pages are targeting a particular keyword, it can create confusion for Google, and of course, just as importantly, it can create confusion for visitors on your site.

To solve this problem we will create a keyword index that maps out keywords to given pages on your site. Then, when we find multiple pages associated with a particular keyword we can merge the pages or repurpose the pages to target alternative, unique keywords.

HTML Markup

The HTML Markup of your website is an extremally important on-page ranking factor.


A title on one of your web pages is the most important factor in selling a search engine what that page is about and its what appears first in the search engine results. In addition, it’s usually the first thing people notice in social media. So it’s extremely important to have descriptive the titles on your website.

When auditing your web sites individual page’s title, we will consider the following:

– Is the title concise? A good rule of thumb is to make titles no more than 75 characters. If your title is longer it will get cut out in the search results.

– Does the title accurately describe the content of the page? We don’t want to use clickbait just use a compelling title that clearly describes the content’s subject matter.

– Does the title contain a relevant target keyword? and is the keyword towards the front of the title? A page’s title has to be one of the strongest on-page ranking factors so we need to make sure it includes one of your target keywords.

– Is the title over-optimized? In the next breath, we don’t want to overdo things with keyword stuffing.

Meta Descriptions

Most would say a meta description doesn’t really act as a ranking factor, however, it does affect the page’s click-through rate in the search engine results.

The best way to use your meta description is to follow the same methods we have described for your page titles. We want them to be concise with no more than 150 characters and relevant meta descriptions and not over-optimized.


Thus far we have covered the two most important HTML factors, however, these are not the only ones we need to investigate. Here are some more questions we need to look at:

– Are there any pages using meta keywords? Meta keywords are synonymous with spam. So we will advise to avoid them.

– Do any of the web pages contain a rel=”canonical” link? This link element is used to help us stay clear of any duplicate content issues. We will ensure your website is using it correctly.


They say a picture paints a thousand words, However to Google image are mute. So we need to ensure your website provides image metadata so that search engines can identify what the image is about.

We will analyze your images for the two most important factors that are the image’s alt text and the file name of the image. Both of these need to include relevant descriptions of the image also in most cases they need to contain your target keywords.

Who You Link To

When a web page links out to another web page, the link is considered and endorsement. So an important part of the audit is making sure your are linking to other high-quality sites.

Here are a few things to bear in mind:

– Do your links point to trustworthy authority sites? We don’t want you linking to spammy sites because it will reflect badly of your site. If a site links to spam, chances are it’s also spam.

– Are the links pointing to relevant content? When you link to a page, the content should help supplement yours. If your links are not relevant it doesn’t make for a good user experience and reduces the relevancy of your page.

– Do your links have relevant anchor text? and do they include your target keywords? Your anchor text when linking out should accurately describe the page and subject it is pointing too. This will help the user establish if they want to follow the link, and it helps Google identify the subject matter of the destination page.

– Are any of the links broken? We can identify them in your site crawl.

When auditing your website’s outbound links, we will analyze the distribution of your internal links that point to the various pages on your website and ensure the most important pages receive the most internal backlinks.


In addition to images and links here some additional points to consider:

– Are you using an H1 tag? and does the tag include a targeted keyword? Heading tags aren’t as important as titles, but they’re still an important and should include your target keywords

– Does the page have too many ads? If your website has ads it fine but we need to make make sure they don’t swamp your site’s content.

(4) The Off- Page Ranking Factors

On-page ranking factors are vital to your websites position in the search engine results, however, they are just one part of the puzzle. Also, we need to concentrate on the ranking factors that are generated externally.

How Are Popular You?

Sometimes a popular isn’t the most useful, however by being popularity can influence more people and attract attention. So, even maybe your site’s popularity isn’t the most important thing to monitor, it is still valuable to the ongoing success of your website.

When we look at how popular you are here few things to consider:

– Is your site growing in traffic? We will use analytics to gain insights for traffic-based information We want to make sure your site isn’t losing traffic and popularity over time.

– How popular are you compared to similar sites? We use third party software to evaluate if your site’s popularity is in front or behind your competitor’s sites.

– Are you receiving backlinks from popular sites? We use link-based popularity software to monitor your site’s popularity as well as the popularity of the sites linking to you.

Are You Trustworthy?

When Auditing your website to see if you are perceived a spammy, we look for the following:

Keyword Stuffing – We don’t want your content looking unnatural with high keyword density. Also, you should you should consider this –  is your anchor text looking natural?


Your site authority a result of a number of factors like the quality and quantity of its backlinks, how popular the site and its trustworthiness.

We help to determine the authority your website’s authority with two main metrics: Page Authority and Domain Authority. You Page Authority predicts how well a particular page performs in the search engine rankings, and Domain Authority is relevant to the performance of your whole domain.

– Hidden Text – Search engine crawlers can display content that is hidden from users, for example, hiding text by making it the same color as the background).

– Cloaking – Showing a different version of a website based on the requesting the IP address, in other words, showing the search engines one thing while searchers something else.

Your website may appear trustworthy, However, we still need to evaluate the trustworthiness of the sites it links to and the sites it receives links from.

Your Backlink Profile

The quality of your site to a large degree is determined by the quality of the sites linking to you. So it is vitally important we analyze your backlink profile and look for opportunities to put together your profile.

Some things to consider about your website’s backlinks:

– The number of unique root domains linking to your website? We can never have too many high-quality backlinks, but a link from 200 different root domains is much more valuable more than 200 links from a single root domain.

– What percentage are followed backlinks? In an ideal world, the majority of your site’s backlinks will, On the other hand, a site without nofollow backlinks can look suspicious to Google.

– Is your anchor text looking natural? If too many of your backlinks have exact match anchor text, Google might flag up those links as being unnatural.

– Are your backlinks relevant to your website topic? relevant backlinks will help establish your website as an authority site with information in your industry.

– How authoritative are the root domains that are linking to your website? If there are too many of your site’s backlinks are from low-quality sites, your site will also be considered low quality.

Your site authority a result of a number of factors like the quality and quantity of its backlinks, how popular the site and its trustworthiness.

We help to determine the authority your website’s authority with two main metrics: Page Authority and Domain Authority. You Page Authority predicts how well a particular page performs in the search engine rankings, and Domain Authority is relevant to the performance of your whole domain.

Social Media Engagement

The internet has become more and more social space, the continued success of your website will depend more and more on its ability to attract social media mentions and social media conversations.

Every social network has its own form of social signals. Facebook has liked. Twitter has retweets. Google+ has +1s etc. Web sites that possess the most social signals are the most relevant socially.

Also, we evaluate the authority of others that are sharing your site’s content. Just like you want backlinks from high authority sites, you want mentions from socially influential people.

(5) Competitive Analysis

Now it’s time to start the analysis all over for your site’s competitors. We will work with you know about your competitors, and easily be able to identify (and exploit) their weaknesses.

Your Finished SEO Audit Report

After we have analyzed your website and your competitors, we will put together an actionable SEO audit report.

Here are three important factors we bear in mind with your for presentation in an effective manner:

– We explain our findings for multiple audiences. Our report will contain some pretty technical findings and recommendations. However, we realize that the report will not always be read by the tech-savvy. So when writing the report, we are sure to keep other members of your organization receive helpful summaries like managers or executives, and anyone that might not have a working knowledge of SEO.

– Prioritize, then prioritize again. Regardless of who actually reads your report, we respect your time. So we will put the most urgent issues at the beginning of the report so that everyone knows which are critically and which ones can be actioned over time if necessary.

– We provide actionable suggestions. We don’t give generic recommendations like, “Write a better title.” We provide very specific examples that when actioned immediately have a positive impact on the SEO of your website. Even our recommendations are large projects, we will offer concrete first steps to get you underway