Look inside your website: an SEO audit

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If you own or manage a website, you want to know that it’s performing at its peak, bringing in visitors and keeping them on your site as long as possible so they can enjoy your products and services—and maybe even buy something. But how do you know if your site is doing everything it can to attract more traffic? The answer lies in an SEO audit checklist that includes top-to-bottom analysis of every aspect of your website’s performance and layout.

What is an audit?

An audit is an in-depth analysis of your website’s performance. This can include everything from on-page optimization to link building and user experience. A comprehensive audit will give you a clear picture of where your website stands and what needs to be improved. It will allow you to look at the big picture, not just the content that appears on the site. 

Audit from an agency or free one?

If you’re serious about improving your website’s visibility, then you should definitely consider hiring a good Himilton SEO agency to conduct a comprehensive audit. Experts have the necessary knowledge, competences and, above all, tools and programs that will provide you with the greatest possible amount of reliable information. Additionally, it is tailored exactly to your website, goals and needs. 

However, it is possible to conduct free SEO audit yourself. Unfortunately, it is not so reliable because it uses predetermined templates. So what is an advantage on one side may be a disadvantage on the other. In addition, you will not receive an interpretation of the results and hints in this case. Regardless of which option you choose, you need to know how it should be carried out.

What is essential for your website?

Competition analysis

To get started with your audit, you’ll need to analyze your competition. This will give you an idea of what’s working well for them and where there’s room for improvement. You can use tools like SEMrush or Moz Pro to do this. Once you have some data about the top sites in your industry, consider how they’re ranking for keywords that are relevant to yours. A thorough analysis of the keyword landscape will provide insights into potential opportunities, threats, and weaknesses that need attention on your site.

Audience analysis

Next, step in audit is to understand your audience. Who are you trying to reach with your website? What needs do they have that your website can help address? What type of content will resonate with them? Once you have a good understanding of your target audience, you can start to look at your website through their eyes.

Take a close look at your website’s conversion rate. This metric will give you an idea of how well your site is performing in terms of generating leads or sales. If your conversion rate is low, it could be an indication that your website needs some optimization. Don’t forget about Click-Through Rate (CTR). This metric measures how often people who see your site in search results actually click through to visit it. A high CTR is a good indication that your site is relevant and useful to searchers, and it can help you rank higher in search results. Lastly, Bounce Rate (BR). If it is high, that means people are leaving your site without taking any action. This could be because they didn’t find what they were looking for, or they didn’t understand your content. Either way, it’s important to analyze your audience and figure out why they’re bouncing so you can make changes to improve your website.

On-page elements

Focus on on-page elements. This includes making sure your website is optimized for all the right keywords, meta tags, freindly-URL address, headlines, sitemap.xml, robots.txt file, multimedia, internal linking, and more. Each of these elements affects the user experience, and your task is to maximize the positive impressions of using the website.

Off-page elements

How does Google see you? Do you have authority, are you recognizable and trustworthy? The audit also checks link building. There should be a natural amount of inbound links coming to your site, any more than that could be considered spammy or unnatural linking which could get your site penalized. 

Page speed

Site speed is one of the most important ranking factors for search engines. A slow website will not only frustrate your visitors, but it will also hurt your search engine rankings. Test your page load time with Google PageSpeed Insights. Optimize your images by compressing them and using the correct file format. In addition to lowering your site’s loading time, you’ll make pages appear more visually appealing to readers. Create sitemaps to help crawlers understand all of the pages on your site so they can find what they need quicker. Eliminate unnecessary scripts or plugins that may be slowing down the loading process. 

Mobile-friendliness analysis 

Over half of all web traffic now comes from mobile devices, so it’s more important than ever to make sure your website is optimized for smaller screens. A mobile-friendly website will load quickly and be easy to navigate on a phone or tablet. 

Wrapping up

SEO audits are an important part of any digital marketing strategy. By regularly auditing your website, you can identify opportunities for improvement and ensure that your site is performing at its best. If you have the time to conduct these audits yourself, or have the budget to hire a professional consultant to do it for you, then by all means go ahead! But if not – there’s no shame in delegating this task. Your money will be well spent and your site will thank you with increased traffic!

Main photo: Malte Helmhold/unsplash.com

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