Are you wondering why your website is not visible on the web the way you would like it? Why is it not selling your services or products as you expected? Would you like to know what means that you still cannot take good positions on the search results list, why you cannot catch up with the competition? If so, it’s time to do an SEO audit of your website to be the Best Web Design Company.
An SEO audit is an analysis of a website that is performed to check whether the website is adapted to the search engine’s algorithm. The audit allows you to diagnose those areas that make it difficult for the website to enter better positions on the search results lists. A website audit shows you what you can improve and helps you choose the right positioning strategy.
A website audit may include an on-page analysis, i.e. those elements that are on the website (website structure, its structure, content, presence of keywords), as well as off-page analysis, i.e. what is outside the page. In this case, the links pointing to the website, their characteristics, and profile are analyzed. In this episode, I will analyze what is on your website, i.e. an on-page audit.
The most basic website audit should cover two areas. The first should be a detailed visibility analysis. That is, examining when and how your website appears in the search engine.
Visibility in search results
Check the keywords in the response to which your page is showing and the positions it occupies on the search results list. To find all keywords, you need to use professional tools, such as Senuto, where you can generate a report for PLN 170 net and check your website for visibility on the web for a month. If you are looking for free tools, then I must worry you, they don’t exist.
If you’re just starting in SEO, you can also make a list of 20-50 terms that you would like to be displayed on and enter them in the search engine one by one, checking where your website is located. You can also check out Google Search Console if you have this service set up. There, in the “Visibility analysis” tab, you will find keywords after which users came to your site.
Search result – see how the page is visible in search results, what your search result looks like, and whether its form encourages users to click. The search result consists of the url, title, and description.
Several subpages returned – enter the “site:” command in Google and the name of your website and check if all subpages are visible in the displayed list. If not, then you must look for the cause.
Sitemap – check if your website has a sitemap in XML format. Search for this file on your server in the site directories. Open it and check if it contains all the tabs/subpages of your website. Your sitemap should be a comprehensive diagram that reflects your site. If any pages are missing from it and you have not deleted them on purpose, you must add them to the map. If this file is missing, create it as soon as possible and submit it for indexing in Google Search Console.
Cache – check the page content in the search engine cache. The cache is the last copy of your page that is cached in the search engine’s cache. Using the cache command: domena.in you can check the date of the last backup. It is worth checking if the cached page is displayed correctly and if it is complete. If the cached copy of the page is different, for example, it doesn’t contain all the elements or some bookmarks are missing from the copy, your site is not indexing correctly.
Robots.txt file – is a file placed in the main directory of the website, in which we can indicate the parts of the website that we want to hide from search engine robots, and thus from indexing. Look for the index command and the content that follows. It is worth checking if there is anything strange in it, e.g. commands that the search engine does not index some important tab of your website.
4xx errors – at the end, let’s check if there are any error pages on our website, eg 404. The reasons behind this may be different. If they do appear, you need to explain and fix them. A large number of incorrect subpages within the page reduces its credibility in the eyes of the browser.
Website content optimization
The next step will be to analyze the optimization of the code and website content for SEO. At this stage, we examine whether the website is optimized for the phrases/passwords with which users search for services and products like yours.
URL addresses – the address must be legible and friendly, it must not contain unnecessary characters or information. As I said before, it is best if the address should contain the name of your domain and the title of the subpage or individual subpages (the path to it), separated by a slash. Individual words in the URL must be separated by a hyphen. The url should also not belong, it should be within 80 characters. It is worth not only during the audit but also from time to time to check url addresses for their up-to-date status. It is especially worth redirecting to other addresses or removing them from the search engine index on an ongoing basis, addresses leading to services that are no longer provided or products that are no longer available.
Meta title – check if the titles of the individual tabs of your website have the correct structure. What do you mean by that? In the titles, you should use keywords in response to which you would like a given subpage to appear in the search engine results. Keep your page title as simple as possible. The name of your company should also be a necessary element of the page titles displayed in the search results. Titles should not exceed 60 characters.
Meta description – this is the page description visible in the search result. It is worth checking their presence in the HTML code. If your page does not have meta descriptions, the search engine will automatically choose a sentence from the content of the page that will be displayed in its description. However, when creating a page description yourself, you can add keywords to it and make sure that it encourages people to click on your link. So check if the tab has a meta description, if there is a keyword in it and if it does not exceed the safe limit of 230 characters.
Headers – these are tags that denote the title of the page. So check if the tab titles on your website are tagged with H1. The titles should also contain keywords that are the most important for a given subpage. Remember that both url addresses, meta titles, meta descriptions, and h1 headers must be unique, so they cannot be repeated. This rule, of course, will not work in online stores where you can have, for example, 10 products in one category that differ only in color. In such situations, make the color information differentiating.
Subpage content – regardless of whether the tab is a description of your service or a product page, it must contain content. The more the better. In my opinion, the absolute minimum is two paragraphs of content, description, containing about 150-200 words. Lack of content is a mistake. The content on each page must be unique, it cannot be repeated. So do not copy the content of one page to another, even if they are pages of different variants of the same product. If you haven’t written them yourself, check if they are not copied from the Internet. The best way to do this is to copy a piece of text into the search window. The text should contain the main keyword intended for a given tab. The same keywords should not be duplicated on several subpages.
Graphics and photos – graphics or photos on a given page should have a title and an alternative description, the so-called alt description, with the main keyword. It is also worth checking their size, whether it is exactly as displayed on the website. Oversized graphics are often automatically rendered smaller, which results in slower page loading.
Internal linking – if you use internal links, you should check whether these links are visible to robots, or whether they can move around them. Such information can be found in the website settings (if you use CMS) or in the source code. Look for the nofollow command next to a given link, such a command next to the link prevents the robot from following the link.
In the anchor texts, i.e. words that are linked, there should be keywords, preferably consistent with the pages to which they lead. It is also worth checking their number too many links appearing in the content of each subpage may be considered a negative factor. There is no such thing as a maximum number of links on a page. Just add links only where necessary.
Page loading speed – finally, to be sure, check the loading time of the page and individual tabs and see what architectural elements delay it the most. It is often worth rebuilding them or abandoning them altogether.
You can perform this basic SEO audit on your own, using free tools or investing several hundred zlotys in them. Such, even a cursory analysis of the website will help you assess whether your website needs improvement. Although you can easily find many companies on the web that offer free SEO audits, remember that automated audits generated by the software check websites based on a given set of factors, they are not able to assess, for example, the correctness of the selection of keywords or the quality of messages created with them.