The website SEO Auditor’s examination and careful assessment not only tells you what needs doing, the documentation also explains why it is necessary. The review document also provides a benchmark against which future search engine ranking progress can be measured.
Professional SEO consultants provide SEO Audit services that are the among the local SEO industry’s most comprehensive. A 20+ page document reviewing the most critical elements of your website. These are free, “no-obligation” SEO Audits & Reviews, methodical inspections which examine what is wrong with the website, how to fix it, and outlines indicative costs.
How SEO Audits Are Done
An SEO audit by a professional NZ SEO consultant provides a benchmark analysis of the;
Thorough web site auditing will scrutinise and identify suboptimal aspects, but more importantly, also identifies opportunities where optimising improvements can make a positive difference. The auditors goal is to deliver a comprehensive review of how well your website is performing, and how to make long-term improvements.
Benchmarks are established by an expert search engine optimisation consultant to provide a point of reference against which progress is measured. Implementing required changes on a website takes time to take effect, and its vital to have a baseline, and a reporting system, to monitor its impacts.
Website Content Audit
Content quality grows ever more important as Google’s quest to reward the best of the best continues. Important aspects of an SEO audit include;
- Total word count on pages
- Descriptive accuracy
- Keyword optimisation / over-optimization
- Authenticity and originality
- Spelling, punctuation and grammatical issues
- Copyright compliance
- Duplication of content
The ultimate goal is original web site content, engagingly written by the web site’s proprietor and / or his staff.
For search engine ranking purposes, all pages must be precisely catalogued with accurate descriptive text in all areas; off-page Title and meta-tags, and on-page Heading/s.
An assessment of the website’s software is made, based on known shortcomings. Checks will be made to ascertain if appropriate fixes have been, or should be made. Foremost in this are search engine friendly URL’s, dynamic header tags, sitemaps and more. Checks that basic requirements such as inclusion of robots.txt file, and custom “404 Page Not Found” error pages are present another important area to be addressed.
Internal navigation is a critical element to both users and to search engine spiders trying to index a site, and is therefore a key element of the website audit process. The web auditor will make comparisons between the number of pages indexed by the top 3 search engines, and the actual count of pages contained within the website. Discrepancies between the two figures are indicative of problems for search engine robots/ spiders trying to access and index the site’s internal content.
This involves testing if the site’s navigation is simple to follow, and if the products /services and contact content is obvious and easy to access. Determining what is “standard practice” aspect can often done by a quick look at the competitor’s web sites. Assessing the competition is an important aspect – as per the old adage “Know your enemy.” Taking a look at what up-market competitors are doing can be highly informative. Are there effective “call to action” items that help site visitors understand what you want them to do, in order to access your products and services?
- Visitor Experience; auditing assesses if the website’s intent and purpose is evident on the Home page for a first-time visitor. Is the content easy to skim-read, and is it easy to find and understand the important points? Are contact details apparent, are contact forms easy to find and fill in. Does the website include multiple mechanisms for visitors to engage you in communication?
- Website Owners Experience; does the web site have a user-friendly Admin system that provides an easy way for the web site owner to make changes?
Credibility & Trust Factors
Contact information is helpful in creating an air of credibility, are are references, client feedback, office premises & staff photographs and building location map. Depending on the site’s theme, other important pages might comprise;
- Business address – physical and postal
- Contact details; phone, mobile, email
- Terms & conditions
- Shipping details
- Goods returns
- Warranty / guarantee
Software version upgrades often include security patches as part of the update. The website reviewer will check current software version against that which is currently installed. Password security procedures may also be assessed.
An SEO audit should check if the “domain registrant” is actually the real owner – in some cases, the web designer may register the domain on behalf of the owner and effecting the transfer of ownership may be overlooked. Web sites may be registered by the owner of the domain, an employee, or a 3rd-party web designer. Audits should establish if an ownership agreement was made between the owner of the site and the de facto registrant and if so, what is the current status of that agreement. The owner should always be the registrant on record!
A business SEO services package will be recommended, along with remedial efforts on link profile and advice on how to implement Google penalty reversals.