The SEO analysis of the website is essential if you want to find out the reasons why it does not rank properly and establish which optimization activities will need to be done. Read on if you want to learn more about SEO audit.
Perform an analysis of SEO Search Engine Optimization is essential to understand the status of a site and to establish which and how many optimization activities must subsequently be performed.
Presenting a client with a quote for the positioning of his site without having carefully examined it is like guiding someone in the dark without having a torch with which to light the way that leads to safety.
A professional in the sector must make it clear how indispensable this preliminary step is in which various characteristics are tested and all the criticalities identified.
In this short guide, we will see the basic steps of a site’s SEO audit.
The Topic Of This Post
- 1 What is SEO analysis?
- 2 When and why an SEO audit is needed
- 3 The main factors to look into during an SEO analysis
- 4 SEO audit tools
What is SEO analysis?
To address this topic correctly, you must first understand what a site’s SEO analysis is, often also called an audit.
It can be defined as a series of tests and evaluations that describe a process that aims to bring out all the problems that prevent a site from ranking on Google or other search engines (Bing, Ask, Baidu, Yahoo, etc…).
The criticalities can be of various kinds, because the algorithms can examine more and more parameters to evaluate the web pages, and must be investigated by very prepared SEO specialists.
It is not enough to rely on a tool to obtain a list of operations to be performed to scale the SERP: acronym for Search Engine Results Pages, literally “search engine results page”. SERPs are web pages served to users when … until you get among the first non-paid results and, therefore, increase the organic traffic on the site.
When and why an SEO audit is needed
First of all, an audit is necessary when the site loses organic traffic or does not reach the set objectives, because this condition, in most cases, leads to a drop in sales for the company.
Even with the arrival of a new competitor’s economic parlance, a competitor is a company in the same sector or a similar sector that offers a similar product or service. Could be… it could upset the balance of the SERP and make it necessary to analyze your site to determine how to recover any lost position or to anticipate trying to improve those details previously overlooked.
All this is not only valid for e-commerce, given their constant need for organic traffic to sell, but also for showcase sites, blogs.
The main factors to look into during an SEO analysis
The list of operations to be performed when analyzing a website is very long and varies according to the type of platform that is being examined and the moment at which the audit is carried out it must be taken into account that the algorithms change constantly. , therefore the factors that determine the positioning can vary.
The activities that must be performed are:
- Evaluate the positioning of the site
- Evaluate the loading speed
- Verify that the site is using HTTPS
- Verify that I backlink. A backlink is a link from any website to our site. Search engines like Google use the backlink as a signal to … are of quality
- Verify that the internal links are working
- Verify that the site is suitable for mobile devices
- Check for duplicate versions of the site
- Check all the technical parameters of the SEO on-page and fix any errors
- Check the URL stands for Uniform Resource Locator. Colloquially called a web address, it is a reference to a web resource such as a site, page, or file … indexed by the search engine
- Check and possibly improve the sitemap
- Check for redirects
- Look for duplicate content and find the best solution to fix the problems
- Look for thin content and improve it
- Compare the contents with those positioned at the top of the SERP
Today Google gives a lot of importance to the user experience, consequently, every web page that you want to position must have technical and aesthetic characteristics that simplify navigation and improve the use of content.
It is not enough to optimize the texts and the code of the site, but you must pay attention to everything related to UX.
In addition to all this, it is also necessary to analyze competitors to understand how their sites are positioned and for which keywords or search intent.
As it seems clear, the audit cannot be completed in a few minutes, even when it is done by a qualified SEO specialist equipped with cutting-edge tools.
SEO audit tools
Manually testing all the factors that affect the positioning of the site would be too long and laborious but, as many know, there are many tools developed to scan web pages and identify problems.
The software most used by SEO specialists have advanced functions that analyze specific aspects of the sites and which, to simplify, can be grouped into three macro areas :
- SEO on page
- SEO off-page (link building)
The Google Search Console is the basic tool for analyzing various aspects concerning Indexing is the phase in which the search engine collects, analyzes, and stores data to facilitate the rapid and accurate search for information … and positioning, but it is not sufficient for an accurate audit.
To examine the technical aspects of a site you can use Screaming Frog, which imitates the operation of the search engine crawler, SEMrush, in particular the Site Audit function, Ahrefs, software that collects data through the activity of its robot In computer science, a robot (or simply “bot”) is a set of coded commands or instructions that indicate to a mechanical device and system…
Another Google tool that must be used to evaluate the loading speed of web pages: PageSpeed Insights, which “analyzes the contents of a web page, then generates suggestions to make it faster”.
Alternatively, GT Metrix can be used to measure the performance of a site.
To analyze the backlinks, you can use the platforms already mentioned, Ahrefs and SEMrush, but the ones that are best known and best performing for this specific analysis are Majestic and Moz.
Also for the optimization of published content or to be published on a site various tools can help both the SEO specialist and the copywriter.
Several free tools are available on the web to detect duplicate content, such as Siteliner and Copyscape.
Valid helpers for the analysis of keywords and search intent are SEOZoom, an Italian platform with multiple functions useful for those involved in SEO, and Answer the Public.
These are only a very small part of the many tools available to anyone, but what makes the difference is how they are used to obtain an accurate and comprehensive report.
For an effective SEO analysis of a site, it is necessary to turn to experts capable of exploiting the functions of the various software and applying proven methodologies.