How to Perform an SEO Audit

Introduction

SEO audit is a procedure performed to identify problems or errors that occur and can affect your website from ranking on Google or other search engines. You can perform it monthly or quarterly or when a new SEO campaign is started as your firm's requirements can be prepared and make changes to your websiteThe reason is to understand how the website is performing, which elements need to be optimised, and which opportunities exist. However, the goal of performing an SEO website audit extends beyond a "check it and leave it for later" approach.

It needs to perform because to avoid  -

• lose your organic traffic due to site health issues.
• lose your new or previous leads with can gives you revenue.
• Google penalties for toxic backlinks.

The process to perform an SEO Audit -

1. Do Technical SEO audit-

Check the following things are present on your website-

• Robert.txt- Every website has a robots.txt file that specifies which pages should be accessible to search engine crawlers. A typo in robots.txt can lead to serious indexing issues.

Canonical Tag- A canonical URL assists Google in determining the most important pages of a website, and webmasters can use it to address duplicate content issues. Each page of your website should have a canonical tag, according to best SEO practices.

XML Sitemap- It is the all-over structure of your website which needs to submit to the google search console  

• 404 optimized- A 404 page is the page that users see when they arrive at a page that does not exist on your website. A properly optimised 404 page provides a good user experience and is very simple to optimise.
• Favicon- The favicon is the same image use can see on the bookmark of your website which needs to be present 

1. Website speed-

Managing website page speed is one of the most difficult tasks, at least for non-technical users. Unfortunately, it is also one of the most important SEO factors and must be successfully addressed. Study after study demonstrates the significance of page speed (particularly for mobile) and how it can affect both your rankings and conversion rates. Your website should load quickly, ideally faster than your competitors.

1. Conduct On page audit -

Once you have completed the technical SEO audit and website speed check the next is to find if your website content is correct or not. It can be done by following steps:-

• Title tag- Check if you have a title tag of optimal length(between 60-70 characters).
• Meta Description tag- Your page has a meta description of optimal length(between 160-180 characters).
• Header Tags- Your page implements HTML H1,H2,H3,H4,H3,H4,H5,H6. H1 to H3 are compulsory 
• All images should have ALT attributes
• Backlinks should be present in the content which will help google crawl your content.

4. Conduct Off-page SEO audit-

Off-page SEO is the technique to promote your website to some other website in the form of images, videos, links, blogs, classified ads, blog commenting, pdf and ppt and many more. Creating these backlinks provides Google crawlers with a green signal, indicating that the backlinks are of high quality and not from a spamming website.

These points you need to remember  for the audit:

• Examine your incoming links for toxic links.
• incoming links of poor quality can be a strong reason for Google to penalise your website.
• If all of your incoming links are keyword-based (and Google hasn't penalised you yet), you should change them immediately by using your domain name only, your full post 

5. Conduct the Security of your site-

    These 2 major security tools should be present-

• SSL certificate enabled- An SSL certificate is a digital certificate that authenticates the identity of a website and allows for an encrypted connection. SSL is an abbreviation for Secure Sockets Layer, a security protocol that establishes an encrypted connection between a web server and a web browser.SSL certificates must be added to websites by businesses and organisations to secure online transactions and keep customer information private and secure.

• HTTPS Redirect- Https is a well-known ranking factor. This means that websites with a secure certificate and URLs that begin with HTTPS have an advantage over non-secure websites. 

If your website is not yet HTTPS, this is a task you should prioritise. When making your website HTTPS, make sure you do it correctly so that your rankings are not harmed. 

Conclusion

Remember to follow these steps every time you conduct an SEO audit. You can also use various tools available on the Internet to analyse your competitors' SEO strategies, backlink data, and keywords used to rank their websites.

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