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SEO Site Audit Template: The Ultimate Framework

SEO Site AuditThe basic fundamentals of Search engine optimization (SEO) are constantly changing. If you are a site owner, only an experienced and savvy SEO professional can accurately assess your website. You can use free tools to conduct your own SEO site audit, but tools and data can only provide so much. 

If you opt for the services of SEO companies, reliable providers should have a basic framework on how they will organize SEO site audits and deliverables to prospective clients. So below, we outline five key concepts that digital marketing companies and blooming SEO companies alike should cover in providing comprehensive SEO site audits.

1. Technical Analysis

If the popular search engines can't crawl and index a given website, they can't list it. A comprehensive SEO audit should therefore verify primary codes that support any site. A professional SEO company should:

Analyze How Duplicate Content Is Identified

Almost every website online has some duplicate content. Some have some content syndicated from other sites. The audit should advise on the use of canonical tags to save such sites from penalties.

Validate Sitemap

This is important because XML sitemaps give the search engines the relevant information, as well as page rank. This also includes public pages to be crawled and when last the pages were updated.

Assess Site Speed

How fast or slow a site loads is important. Slow websites will send visitors away while those that load faster can give any site a ranking bonus.

Perform A Backlink Analysis

This is a key aspect in SEO site audit because links leading to any website can also influence its ranking. If links to a site come from poor quality websites or unrelated sites, it damages the site's SEO.

2. Usability Audit

This part of a professional SEO site audit checks whether visitors find the website easy to use.

Ease Of Navigation

Every website is different and so is navigation structure. Whether the site's menu is fancy or uncomplicated, the audit should consider whether visitors can find what they are looking for.

Proper Internal Linking

Links to other pages on the site are great for reducing bounce rates and keeping users engaged. SEO professionals should ensure that pages are not saturated with internal links and such links should also not be blatantly optimized.

Content Grouping Analysis

This is an organizational system that allows URLs for related pages to be grouped. It is a logical approach that SEO companies should use to structure websites well especially retail ones. This will help users to narrow down from a general category like "Shoes" to a specific category like "Men's Slippers."

Schema Markup

This will enable HTML tags to effectively inform search engines about specific details. Schema markup will help search engines index any site more accurately. It also helps create rich snippets to help visitors find what they are looking for.

3. On-Page Audit

A comprehensive SEO site audit should analyze the content on all pages and provide valuable SEO guidance. Key on-page SEO aspects include:

Title Tags

Title tags are often helpful especially if they are concise, unique, and descriptive.

Meta Descriptions

For many users, this often decides whether they should click some links or pass them up. Since page titles and URLs can be misleading, a good Meta description shows the user precisely what to expect on the page.

Headers & Subheaders

Header and sub-header tags contain text which should be optimized and not just for the reader. Headers with keywords will become categories that search engines can easily recognize.

4. Page Layout & Design Review

How a page is laid out is also key factor SEO professionals should consider. Do the pages help search engines recognize onsite content? The audit should evaluate overall design, including calls to action and ease of use. Ideally, pages should flow naturally.

5. Content Analysis

Whether content is customer or industry focused or brand specific, a comprehensive SEO site audit should analyze content for value and consistency.

A professional SEO site audit should consider aspects like keywords, Meta data, back linking (incoming and onsite links), navigation, content and user experience. The purpose of a good site audit should be to identify key areas on a website to immediately improve its organic search engine visibility. A Traverse City SEO company that addresses these essentials adds a great value to any site owner.

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