How to Do a SEO Audit [12-Step Guide]

Posted On February 3, 2020

Search engine optimization (SEO) demands ongoing do the job. It can experience like you are usually scrambling to continue to keep up with the essentials. But from time to time, it’s in fact beneficial to acquire a step again from the working day-to-day execution of your tactic to carry out an SEO audit.

Virtue Media lately polled our Facebook followers to find out when they did their very last SEO audit.  Turns out, more than 50% of them had hardly ever performed one.

In a way, it’s not that shocking. Web page homeowners are fast paced, and an SEO audit is the variety of matter that’s challenging to prioritize fitting into your calendar. But using the time to assess your website’s present SEO position can assistance you improve your approach and make the perform you have presently set into SEO go more. 

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What Is an SEO Audit? 

An SEO audit is a overview of how your internet site performs now in all the key places that impact SEO. It assists you place easy-to-ignore troubles that could be negatively influencing your web-site authority. And it reveals new alternatives to contain in your SEO tactic moving forward. 

12 Actions to Complete an SEO Audit

An SEO audit will need a appreciable time motivation, but the fantastic information is that most of the ways involved are anything your average web page operator can comprehensive on your personal, without obtaining to hire a professional. 

1. Google your brand name title.

Straightforward sufficient, right? This may perhaps appear like a bizarre move to involve right here, considering the fact that your brand name identify probably isn’t on the record of prime keyword phrases you aim on in your system. But as extensive as your brand identify isn’t comprised of a common expression, if your web page has the SEO fundamentals coated, proclaiming the prime spot for it ought to be a supplied. 

With this step you can validate that you are, in reality, the major place for your model title. If not, that alerts you to a challenge you will need to recognize, such as a Google penalty or a really serious specialized challenge with your site. 

If the basic principles are lined and you do demonstrate up, this action also shows you how your web-site appears to be like on the search engine result webpage (SERP), so you can check out:

  • What displays up in the meta description
  • If there are sitelinks—links to unique pages on your site that demonstrate up less than the key result
  • If there’s a awareness graph listing on the proper aspect of the page—a box all about your manufacturer that contains appropriate details about you
example of company ranking for brand name with knowledge graph result

Google decides which internet pages to show as sitelinks automatically, so you can not pick out these yourself. But if you don’t have any demonstrating up at all, there are a few measures you can consider to maximize the chance of Google introducing sitelinks shifting ahead, these types of as building a very clear site architecture for your web page and distributing a sitemap in Google Search Console. 

If you don’t have a expertise graph now on the SERP, you can raise your odds of obtaining 1 by setting up a Google My Organization listing (if your enterprise is qualified). Getting an exact Wikipedia web page and using schema markup also assists. 

2. Confirm your web-site has no Google penalties.

If your website has been hit with a Google penalty, it is very important that you figure it out faster rather than afterwards so you can take actions to raise it. To obtain out if you have a guide Google penalty—one that targets your site specifically—check out Google Search Console

When logged in, simply click on Security and Handbook Steps in the still left-aspect menu, then click on Guide Actions. If it suggests No Challenges Detected with a environmentally friendly check, then you do not have a handbook penalty. If you do have a guide penalty, you will see facts on the dilemma in this section, along with measures to acquire to get it lifted.

check google search console for manual penalty

3. Check out your web site on cellular.

Having a website that gives a very good cell working experience is a requirement in 2020, each for SEO and to keep your people delighted. If your website doesn’t operate properly on mobile, it will harm you in the search engine rankings. So double examine and make sure your internet site is intuitive and simple to navigate on cellular.

Exam it out on any mobile devices you have obtain to and acquire a handful of actions on the site, like signing up for your e mail record or earning a exam order to make guaranteed you are screening to the whole experience. Nutritional supplement the screening you do on your individual with QA tests resources, which will assist you see how your web site operates on distinctive machine dimensions and browser kinds than all those you use. 

If your tests reveals your mobile working experience leaves something to be preferred, make building a cellular-friendly website a top precedence. 

4. Test your web page velocity.

Site pace is a key rating variable. Google is aware of that people desire web sites that load speedy, so their algorithm does also. Google gives a velocity screening software so you can very easily look at how quick your internet site is loading. It will give you with a rating, along with details on what’s slowing your internet site down and recommendations to take care of it. 

If the speed take a look at implies your website needs to be faster, there are a number of steps you can take to velocity it up, this kind of as compressing your photographs and obtaining rid of pointless plugins. 

5. Make guaranteed browsers default to a person edition of your domain.

You want all the SEO function you do to bolster 1 variation of your web site, not be break up amongst several. That implies you want to be watchful you never end up with diverse variations of your domain, these as:


You want all of those URLs to deliver up your web-site if an individual forms them into a browser, but you also want them all to solve to one steady model, so you are not spreading your domain authority between so numerous places.

Opt for a person variation to stick with—probably 1 of the https options—and established up 301 redirects for all the some others. 

6. Recognize and deal with broken back links

Damaged back links create a terrible web-site working experience for your readers, which can end up hurting your SEO in turn. Luckily for us, you really do not have to go webpage by page on your site and click on each connection to spot types that are poor.

You can use a absolutely free software like Lifeless Hyperlink Checker to mechanically locate all the damaged links on your web site. Then make a job out of updating or getting rid of them.

7. Make absolutely sure your internet site is secured with https.

With data breaches and web site hacking on the increase, getting the simple action of acquiring an SSL certification (or choosing a website hosting program that involves just one) upgrades your site from an http to an https. That right away alerts to the two Google and your web-site people that your site is a lot more protected. Google has been upfront about its algorithm favoring https web pages, so test that your internet site is https, and make investments in an SSL certificate if it’s not nonetheless. 

8. Accomplish a assessment of your analytics.

You may possibly be on a regular basis reviewing your website analytics as portion of your ongoing SEO strategy—that’s definitely advisable! Include in an further assessment as portion of your SEO audit. You can find fairly substantially every little thing you need to have in Google Analytics, but may want to dietary supplement that facts with the analytics provided in an SEO instrument that helps make monitoring your rankings a lot easier. 

Some of the top rated factors you want to identify below are:

Most well known internet pages – Which of your web pages continuously earns the most targeted visitors? Detect them and analyze what they have in prevalent, and what they can tell you about what works greatest. 

Ideal changing web pages – Which internet pages are driving your visitors to consider the actions you most want them to consider, like signing up for your electronic mail listing or producing a acquire?

Maximum position web pages – There will probably be a correlation in between this list and your most well-known. Establish which internet pages have produced it onto site one particular for goal keywords, and which have snagged these leading places on the page. 

What keyword phrases you rank for – Decide which key terms you’re rating for now, and what webpages have these rankings.  

Unexpected adjustments in traffic or rankings – Look for developments in how your internet site and personal internet pages execute in excess of time. Are there any unexpected will increase or dips in targeted visitors or rankings? That might place to a penalty or algorithm update. 

Pages on site two of the SERP – Internet pages that occur near to creating webpage a single, but just overlook the cutoff are a key SEO option. Generate a record of all your world wide web pages that now rank on webpage two for a target keyword, so you know to prioritize strengthening them. 

Underperforming web pages – Pages that get very little to no website traffic or that get targeted visitors but don’t transform need to both be scrapped or current to make them stronger. Put alongside one another a listing of these as perfectly, so you can figure out how finest to manage them. 

9.  Generate a information update system.

Your analytics assessment will give you a heads up on this, but flesh out the information and facts you received there with a material audit. The lengthier you have been executing written content advertising, the far more pages devoted to articles you are going to have. Some of these will be woefully out-of-date, or not up to your present high-quality criteria.

Create a spreadsheet that lists all your written content, and put it into types:

  • Material executing very well now
  • Articles performing alright, but that could use an update
  • Items that are underperforming

Use this spreadsheet to develop a program for which pieces to update, assigning dates for doing so dependent on priority level. 

All those parts that are on website page two or in places 5-10 on site a person now ought to be a significant priority, since you can most likely push a large amount of new visitors by finding a little rankings strengthen for them. Your major-carrying out pieces may well not require significantly perform, but slight tweaks to hold them up-to-day, increase inner links to other pages, and include new calls to action (CTAs) can assistance you make their results go additional. And the underperforming pieces either require a overall rehaul, or to be scrapped altogether, with the aged URL redirected to yet another suitable web page. 

10.  Discover new interior linking alternatives.

Most makes anxious with SEO get into the routine of such as applicable inner links in the new web pages they publish. Less do a great job of going again to outdated material and introducing in inside one-way links for more recent parts. Your SEO audit is a superior possibility to do this. 

You know the target keyword for every single web page on the internet site, do a search of your site to recognize all works by using of each goal keyword you have. Then go in and turn these keyword makes use of into anchor text for the suitable page. Making more internal links is an quick way to give Google more signals to associate each web page with its goal keyword.  

11.  Carry out or update schema markup.

Does your site have schema markup on the applicable web pages still? If not, make section your SEO audit course of action applying it.

If you have it already, check out that it’s set up appropriately. Google provides a free instrument for screening out structured details. Just enter your URL, and it recognizes structured knowledge on your website, and alerts you to any glitches. 

Schema markup gives you an supplemental way to talk to Google what your web page is about, and the type of articles it is. That helps make it far more very likely to exhibit up for related lookups, and also influences whether or not or not your website web pages are probable to clearly show up for particular sorts of prosperous snippets, like recipes or community company outcomes.

rich results in google

12.  Evaluate your backlink profile.

This is the most important phase wherever investing in a paid SEO device can seriously pay back off. Use it to gain data on which websites are linking again to yours, what pages on your site are earning the most inbound links, and their anchor text.

Back links are a seriously crucial aspect of SEO, and one of the hardest components of developing web page authority. And building issues even a lot more intricate, links from web-sites Google sees as lower authority can damage your in general SEO functionality. It is just as significant to determine minimal-top quality one-way links so you can disavow them, as it is to comprehend where your great one-way links are coming from.

Analyzing your backlink profile also offers beneficial fodder in the brainstorming and planning you do for your website link-creating attempts shifting forward. Seeing which internet sites link to you now and to which pages will help you obtain clarity in your backlink-making system, so you know the ideal types of web sites to get to out to when advertising precise pieces of information. 

Why an SEO Audit is Crucial

All of this appears to be like a good deal of operate due to the fact, properly, it is. You’re by now hectic with making articles and constructing hyperlinks primarily based on the system you presently have—can you really healthy all this in? An SEO audit is absolutely worth your time because it will help you examine all the get the job done you’ve performed so significantly.

You really do not want to maintain placing get the job done into tactics that aren’t aiding you. And by getting a strategic approach to strengthening and boosting the operate you’ve currently performed, you can make all the effort you have put into SEO currently go a whole lot more. 

An SEO audit is an critical system for producing guaranteed you even now have all the fundamental principles in location and your SEO system can make sense. And you are going to learn vital insights to apply to your system relocating ahead.

Fortuitously, you can make the audit process go speedier, with a free SEO overview from the industry experts at Virtue Media. Get yours right here.

Written by Ken

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