SEO audits are necessary to keep your search engine optimization strategy up to date. They are conducted to examine the status and identify the issues related to content, linking, your websiteâ€™s technical setup and overall performance. It looks at the technical infrastructure of your website, the on- page elements and off- page essentials to optimize search engine visibility. If your website is not properly optimized for search, then you will lose a significant amount of search engine traffic. An SEO audit helps you to discover growth opportunities and drive more traffic to your website.
- Find out whether you are wasting your site crawl budget: This is an important concern that you can identify during an SEO audit, and a common issue among redesigned sites or sites that have gone through migration. It mainly occurs when you retain links to error pages, redirected pages or non- indexable pages. Another reason is that the internal links pointing to the old URLs are not updated, resulting in a number of internal redirects. Or sometimes the redirects applied at first are eliminated. These issues lead to the crawling of non- existent pages. The canonical and noindex tags are effective in fixing content duplication. But if these pages are still linked internally it may lead to waste of crawl budget. Prioritize the pages that are meant to be ranked.
- 301 redirects of well-ranked pages: Highly ranked pages are now being 301 redirected or canonicalized towards other pages. It is important to improve the signals towards the pages made canonical presently, and avoid links that lead to old non-canonical ranked pages. These issues can be identified with the help of Google Search Consoles. Select the â€śpagesâ€ť filter from the Search Analytics report. This will give you a list of pages with the highest organic search visibility, which you can export as CSV, import to Screaming Frog and crawl using the Upload List mode.
- Speed performance issues: These constitute another major concern. Find out which of your most visited pages and best converting pages have speed performance issues. Google Analyticâ€™s Site Speed reports can identify the pages that have the highest page views and higher than average load time. Among these reports is a speed suggestion report that integrates with Page Speed Insight that gives average load time for your top pages. There is also a link to PageSpeed suggestions that provides recommendations for improvement.
- Find out which of your organic pages are not internally linked or found only in XML sitemap. Sometimes pages that are meant to be ranked will not be prioritized in your internal linking structure. This is because of the problems related to website architecture especially after redesigning a site or due to migration processes. These pages will end up as orphan pages and will not be found through normal web crawling. SEO crawler tools will help you integrate your XML sitemaps and Google Analytics landing pages. They will crawl pages and inform you whether the pages are included in places that havenâ€™t been found in Web crawl.
- Whether you have maximized the impact of your content: An effective audit helps you identify potential opportunities to improve your organic search traffic by creating and optimizing content in different formats. With this, you can develop multi format content to maximize its impact. Check with Similar Webâ€™s Industry Analysis – select your industry and country, verify in the Search report the percentage of traffic sent by each channel and also the keywords that send more traffic.
- Whether your site is mobile friendly: Due to the increase in mobile searches, it is important to create mobile-friendly pages and maximize your mobile presence. For this, identify which queries your competitorsâ€™ mobile sites and apps are ranking for and profiting from. You may not be targeting those, and if not you need to do so. Using Similar Web app you can identify the potentially missed opportunities with mobile app search and also identify the traffic brought from search engines to your competitor apps. In this way you can compare the existing gap and discover mobile search growth opportunity.
- Low click through rate: Review your top-ranked pages and identify issues like low click through rate (CTR) that affect organic search conversions. Low CTR is a common issue if the pages are non- optimized or have incorrect title or Meta description. If the pages have speed problems or content issues or are not mobile optimized, then it leads to high bounce rates. In order to identify these problems analyze the following data for top ranking.
- Organic search traffic and bounce rates from Google Search Console
- Titles and meta description
- Speed and mobile validation from Google API
- Average position and CTR for related search queries from Google Search Console
The above tips will help to identify more growth opportunities for your SEO audit and also for organic search. Reliable search engine optimization services can help in creating good website pages and thereby ensure higher ranking. Providers of these services also offer SEO audits that are valuable for your company website. These will help to take the right steps to strategically improve your websiteâ€™s performance, enhance organic SEO and increase conversions.