Unfortunately, it will not be possible to give the content audit completely to robots. A specialist needs to work with texts and content.

However, you can automate collecting basic data, for example, through the Advego tool, which helps not only to count the number of characters but also to select the most used words in the text.

There are many types of site structure: linear, branched, tree, mixed, etc. First of all, you should see if it looks harmonious after expanding the semantic core or needs to be redone.

For example, in an online store, you can determine the category of goods that, e.g., microphones can be related to. Accordingly, you should think over the entire path of the user and the section. For example, you can start with the category “Microphones and accessories”, after which they can be divided into “Microphones” and “Accessories”, and so on.

A large site is not homogeneous; it consists of several sections, each of which (with proper content structuring) corresponds to a sub-niche with its own search demand, competition, and user behavior patterns.

Therefore, an adequate audit must necessarily contain a comparative analysis of the sections. Moreover, without careful study of the site in parts, one cannot be sure that there are no technical problems. Different dynamics across sections can easily distort the indicators that we tested to catch problems.

The analysis itself is simple enough. You need to collect data on the number of pages, indexing, traffic, conversions, link mass, and so on in a pivot table. Then problems and inconsistencies appear at a glance.

One move with your magic wand and “Allow: /” turns into “Disallow: /”. In this case, do not be surprised why your site is not indexed or, even worse, dropped out of the index and lost all positions. How can these problems be avoided? Similar to Meta Robots – keep track of positions and regularly check the site with a crawler. Be careful when setting up robots.txt on test subdomains (for developers and QA) – these subdomains obviously should not be indexed; therefore, it is advisable to close them in robots.txt, but there are times when such a robots.txt file goes to production, and everything becomes sad.

Slow download speed is still common as speed optimization on medium to large projects can be challenging. Often, the creation of new types of documents (for example, tag pages) requires database queries that were not provided at the design stage.

To speed up, complex work is required, with testing all kinds of pages using various tools. Sometimes SEOs limit themselves to checking the home page in Page Speed Insights. Of course, this is not enough.

Google Analytics reports contain a lot of useful information about different loading stages (server response, redirection, HTML loading) for users.

The presence of incorrect server response codes is not a problem as long as it does not become a mass thing. If only a few pages give incorrect codes, there is nothing wrong with that, but as soon as they start to expand, it is necessary to fix this technical problem urgently. Otherwise, it will lead to poor indexing or losing credibility and, accordingly, position in search.

The search engine will define 404 and 500 in the same way – the page does not exist. If there is a 503, it will come back later to see the changes, but if it stays for more than 2 days, it will also be evaluated as 404. Try to avoid 4xx and 5xx errors on the site, unless, of course, you create them specifically for others goals.

Based on how many requests a site can be promoted by and how many links already exist, it is possible to understand the approximate level of link growth, as well as to which URLs (landing pages) they should be directed.

For example, in the second case, a company that sells goods or services in several regions should consider the possibility of promotion through subdomains or other means.

For the field of activity, you can see the possibility of rebuilding the site for the specifics of the business, for example, some sites that are engaged in design or construction work have a counting calculator that allows the client to see the approximate price of the service in advance. Additionally, this will improve the behavioral indicators of the site, allowing you to keep the user longer.

After all the necessary points of the analysis have been completed, you can start drawing up a report on the audit results. You should understand that the final report should be as simple and understandable as possible so that even non-specialists could realize that there is an N series of problems and issues, and they will need X hours and a certain budget to fix them.

You also need to remember that the report may be different for different sites, not only in size but also in the content of some blocks, for example, the performance of work to eliminate existing errors.

It is necessary to indicate additional blocks in the report:

So that each person can understand what needs to be done, you should add a summary, where we indicate a shortlist of the most severe mistakes, an assessment of the site’s risks and condition, and the time frame for the project and the required budget.

To speed up the SEO reporting process, you can use custom reports in Serpstat.