| 5 min
December 1st, 2021
So, you want your website to rank well on Google? Of course, you do, it’s why you have a website. But when you check your Google Analytics account it shows that your organic traffic is flat or down and the level of visitors to your site is dropping? This is where SEO comes into play. A well-optimised website will drive organic traffic, increase site visitors and, ultimately, boost conversions.
But SEO is such a broad term, what exactly should I be doing to help my website rank in Google? Well, this is where an SEO audit comes in. Keeping your company’s website optimised with SEO best practices in mind is a start but by running a professional SEO audit you get a much more detailed and tailored breakdown of your SEO requirements.
Like every business, every website is different. An SEO audit is a means to evaluate the search engine friendliness of your website in the eyes of Google and breaks down your website’s individual recommendations to make it friendlier. SEO is a detrimental factor in the success of your website’s success but before jumping the gun and making random changes to your website, you should identify which SEO tactics you need to deploy.
A professionally run audit will establish how to give you a robust business case for current and future digital marketing strategies and budgeting purposes. More importantly, provide a Technical SEO Audit to gather data to formulate recommendations for future SEM strategies. An in-depth audit will:
1. Provide recommendations to confirm key issues from a PPC/SEO perspective and define a strategy
2. Determine the state of play from a lead generation point of view
3. Advise on data-driven tactics to increase lead generation
4. Protect existing SEM rankings, establish soft/hard penalties and mitigate new build carryover
5. Determine what is causing; positive or negative search visibility and plan tactics to grow and protect
6. Suggest a budget and plan for a specialist lead strategy for paid campaigns
7. Determine issues that cause low performance or a bleed of Click Spend for your Google Ads
8. Consider Additional Digital Marketing Strategies to grow lead generation and show lost opportunities
9. Review and consider Client-Side in-house Activity and/or Training
What are the top benefits of an SEO Audit?
1: Identifies competitors SEO tactics
Have you ever wondered about how that annoying competitor is always one or two positions ahead of you? Well, an SEO audit can indicate just that. Trying to rank on Google and get noticed online is like going on a road trip without a map in a land you’ve never been to. You might still make some progress but you’ll never know if you’re where you’re supposed to be. A competitor audit will allow you to not understand the on-page content marketing but also the off-page outreach and
social marketing your competitors are carrying out.
By taking a closer look at what your competitors are doing, it helps you to improve your own company’s marketing strategy and even build upon some of your competitors’ successes. What you should take from the analysis should be the keywords that your competitors rank for, the blog headlines that have been successful for them, their website hierarchy, and their overall marketing strategies.
2: Highlights any on-page issues
On-Page SEO refers to any optimisation and changes that you can make to your content relatively quickly. This could be a visible copy on pages on your website and images. The information highlighted in this section of your audit will help you improve your website content, product descriptions, titles and more. After all, it’s the content on your site that attracts potential clients.
The on-page SEO information we provide in an audit contains information about keywords, such as ones you are currently ranking for, which will help you to improve your content going forward and optimise your site copy.
An on-page SEO audit will cover these elements:
Content and Copy: Content will always be king when it comes to SEO. It is important to make sure that your content is keyword centred and relevant. Don’t overstuff your content with keywords as Google will penalize you for it.
Meta Titles & Descriptions: Meta Titles should be anywhere between 35-70 characters and should include the keyword. Meta Descriptions should be under 160 characters, including the keyword, and include a Call To Action if relevant.
Headers: Headers are there to guide the user through your page. The main headline tells you the most about the page. The H1 header works the same way and you should make sure your H1 header is optimised to include the main keyword.
3: Identifies your backlinks and internal links
Also known as off-page SEO, this allows you to identify backlinks and any outreach tasks that can improve your online presence. An SEO strategy for your website should include off-site activities.
The trend of backlinking is essentially the more reputable links you have to helpful content, the better your site ranks on Google. It is absolutely important to know where you stand in regard to the sites that you link your website to. That can be highlighted and improved by an SEO audit.
Tasks such as outreach, which involves contacting other relevant websites to see how you can work together on guest blog posts, help to build a stronger backlink profile to your website.
4: Indicates any technical issues on your website
A good SEO audit helps identify technical SEO issues. By identifying a list of tech issues you can find opportunities to improve your website’s health, and ultimately rank higher on Google.
Here are a few examples of Technical SEO elements that an audit identifies:
301 Redirects, 302 Redirects, and 404 Errors: Redirects should be minimal and 404 errors should be non-existent on your site. Errors from a group marked with a three-digit number starting with 4 may result from an Internet user’s error or website administrator. Redirects, though minimal, can add to a slower user experience.
Crawlability: A crucial step in your technical SEO site audit is to ensure that Googlebot (which is Google’s web crawler software) is actually able to access the content on the website. Crawlability refers to how easily a search engine can crawl your website. You can ensure good crawlability by correctly using your robots.txt file, having a dynamic sitemap, and correctly using rel=noindex tags.
Working With Brave For Your SEO Audit
SEO audits can help you to identify opportunities to boost your website’s SEO performance, gain insight into your competitor’s marketing strategies, and ultimately make your website work better for you. After an SEO audit is complete, you’re in a much stronger position to devise and implement a clear SEO strategy with your SEO agency and improve your inbound marketing.
Even if you think that your website is perfectly healthy, you might be surprised by what an audit can reveal. Our SEO team is experienced in the execution and implementation of SEO recommendations formulated in audits and are on hand to run through each aspect of the re[port with you so you’re not left in the dark.
While an audit is immensely valuable, it’s important that you partner with the right SEO agency to perform a professional and helpful audit. The Brave SEO team are knowledgeable and experienced that you can trust to boost your online presence. Once we’ve secured your website and met those SEO best practice guidelines, your website will be ready to start growing in search visibility.
If you would like to learn more about our SEO Audit process or want to begin your SEO journey, contact the Brave team today.