What is and how is an SEO audit done?

SEO positioning

An SEO audit is a complete analysis of all points that can influence the positioning of a website on search engine pages. SEO audits must be able to do this identify common problems These include duplicate content, accessibility features, redirects and broken links, missing metadata and navigation architecture errors, and other performance issues.

The SEO audit is used to find and solve problems with indexing or positioning of a website

An SEO audit enables you to find the points where a website’s traffic is being lost and resolve them. That way, the website will be better positioned and the business will grow more easily. SEO audits should be carried out regularly, for example every six months. This way you always have the information you need to position websites.

In order to conduct an SEO audit, you will need a few tools. First of all, a checking and analysis tool like Screaming Frog SEO Spider, Wild Shark SEO, SEMrush, Woorank, Website Grader or Moz must be used. Google tools should also be used: Analytics, Search Console, and PageSpeed ​​Insights.

The user must ensure that the website he wants to check is registered and activated both in the Google Search Console and in Google Analytics. If not, you need to sync it first and check it in both tools.

Steps to Perform an SEO Audit

-Analysis of the website: First of all, a full analysis of the website should be performed using some tools such as website graders and any errors flagged therein should be noted.

-Compare to the competition: Before getting into the details of SEO OnPage, it’s important to compare the positions of your own pages with those of the competition. This can be done using the Google search engine or tools like similarsites that show similar domains and their position in search engines.

-Competitive analysis: For users using tools like Screaming Frog, the next step is to analyze the competition. With this action you can understand which keywords are positioned and how their content works.

-Check that there are no duplicates: Sometimes a domain can be indexed as http://www.domain.com, https://www.domain.com, http://domain.com, and https://domain.com. While there doesn’t seem to be a difference at first glance, in reality there are four different versions. To see if there are any duplicates, just go to Google and do a search on “site: domain.com”. If more than one version of the website is displayed, those that do not want to be positioned must be de-indexed.

-Check the indexing: At the same time as doing the above search, all indexed URLs should be checked. If the number of Google listings is greater than the number of pages and articles on the page, it means that there is duplicate content and it needs to be removed.

-Site speed: Google PageSpeed ​​Insights was designed to analyze page speed and performance. It’s a very simple and visual tool that tells you where the problems are and how to solve them. Similarly, check the Google Search Console to see if the mobile page is working well.

-Certificates and manual actions: Check the Google Search Console to ensure that the webpage does not contain manual action from Google. Actions could be due to spam, duplicate content, or a violation of Google standards. You also need to make sure that the SSL certificate is activated in the domain and that the address starts with “https: //”.

-Indexing problems: The Google Search Console provides a page performance report. This section lists each page with indexing problems. If you have any, you need to solve them.

-SEO OnPage: Finally, tools like Screaming Frog can analyze all SEO OnPage elements such as headings, meta descriptions, titles and subtitles, images and other factors that can affect the positioning of websites.

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