What is an SEO Audit, and How Can It Help Your Business?

An SEO (Search Engine Optimization) Audit should highlight the SEO issues and changes required for a website to meet Google's demands for a high-quality website. Competing on the web would require that you meet the requirements of Google and the reward will be that you will be able to drive organic traffic to your site. If you ignore Google's requirements or fail to meet them, it means that your company's website will not gain long-term attraction in Google search engine results pages (SERPs).

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Content marketing, search engine optimisation and natural link building strategies are excellent ways to drive Google (and Bing) organic traffic. It should be noted here that paid services for the purpose of driving traffic is not recommended at all. Google had overtime been very emphatic on this and it could attract a severe penalty.

Why Website Audit?

The very essence of ever contemplating an SEO audit is to drive organic traffic to your site and gain higher ranking on Search Engine Result Pages. This requires that you analyze your website and compare the result not just with the recommended standards but with your competitors and their performance for the key phrases of your analysis.

You'll need to know the signals of quality and relevance that are missing from your site, the quality signals that Google looks for when deciding which page to rank above another page in its SERPs (Search Engine Results Pages).

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The Need for a search engine optimization audit

A generic SEO audit will not be all that is required. You need a more detailed and specific search engine optimization audit tailored specifically to your website.

A well optimised website will draw more traffic from Google. And it is important to do so without violating the rules and attracting some penalties. Achieving results in well thought out SEO can take up to 6 months and even more. It will depend on the size of data to deal with and the dept of issues to be addressed. A website with very low quality content ranging up to 1000 pages may require even longer time and more personnel to address.

The next thing will be to locate the keyword that had been missing which should drive traffic for the site. Once these have been identified, the site admin will need to build more quality content around those valued keywords. identify authority links that should be used and create content that would generate new links from the new websites.

Also read: Checklist Of SEO Best Practices That Will Drive Trafic To Your Website

Take Google Webmaster Guidelines Seriously

Restrict yourself to legitimate practices and make sure you stick to Google's Webmaster Guidelines. That will improve the quality score for your website and increase its competitiveness. We understand that BlackHat SEO still works but we will strongly advice you to run away from it. The SEO industry is currently evolving because Google is making it so and bad practices if not punished today will surely be punished someday and Google improves its Algorithmic capabilities. Remember, if you are caught in blackhat techniques, there is a penalty for that. The penalty could be on for years except you take urgent steps to fix it.

If you ignore Google's guidelines and employ low-quality techniques to promote your website, Google will not trust your website, and that means no free traffic (or very little).

Also read: 7 SEO Tips That Will Help Your Website Rankings, Yet Are Not Often Talked About

What an SEO Audit Will Do For You

Google has a monumental list of quality and technical requirements it demands web sites meet if they are to rank high. An SEO audit should drive towards achieving all these results.
Such results should include:

  •     checking your website against Google best practices
  •     identifying reasons for a traffic loss
  •     deliver the insight needed to get more free traffic from Google.

Broadly, an SEO audit will help you in many ways:

  • Identify Why Your Site Gets Less Google Traffic than it used to
  • Discover which pages on your site Google doesn't rate anymore, and how to fix them
  • Discover which Google Webmaster Guidelines your site falls foul of
  • Quickly identify the technical issues affecting your website rankings, and quickly identify if your website still produces the type of pages Google dislikes.
  • Backlinks Pointing To Your Site Holding Back Your Ranking.
  • Track and explore how important pages performs on key metrics like traffic and rankings
  • Determine how successful your SEO efforts have been on a page level, over time, in context with major algorithm updates.
  • Determine how well your pages are performing on a page-to-page level.
  • Find out the best keywords that will drive the most traffic to your pages
  • Find out why your competitors rank where they do
  • Track Performance of Your Website

It will be important to track how well you website is performing and the adjustments necessary as time goes on. Such evaluation will help you identify the opportunities that had been missed and taking necessary actions. You will remember to check if every important keyword had been missed and take steps to fix that also.

Remember Link Building

Never leave out link building as a key ranking factor. Find out exactly who is linking to you and the quality of the links. Check for the link quality and if you find out that there are lots of low quality backlinks, take steps to address that by building high quality links.

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Identify competitors top content and backlinks. That will be helpful for you to improve. It is also good to identify the to keywords that are driving traffic. Analytics will be helpful to all these activities and how they affect traffic levels from your site, and use the results to identify where your site is under performing.

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