Best Practices for SEO Audits

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This is a complete guide to doing an SEO audit in 2024.

Sites using continuous SEO audits process have increased their organic traffic by 30%.

Ahrefs says 90.63% of content attracts zero organic traffic from Google.

Here are the 15 steps to doing a complete SEO audit.

Step #1: Check if Your Site is Mobile-Friendly

Mobile SEO is critical because:

  • 60% of Google searches are from mobile devices.
  • Google uses the mobile version of your site for both mobile and desktop searches due to the Mobile-First Algorithm.

How to Check:

  • Use Google’s Mobile-Friendly Testing Tool.
  • Enter your site URL to see if it is optimized for mobile devices.

Step #2: Ensure Google Indexes ONE Version of Your Website

Different Possible Versions of Your Site:

To avoid issues:

How to Check:

  • Type each version into your browser.
  • Confirm all versions redirect to the same URL.

Fixing Issues:

  • Use a 301 redirect to point all versions to your preferred URL.

Step #3: Speed Up Your Site

Importance of Speed

  • Google’s ranking factor includes site loading speed.
  • Recent updates make speed even more crucial.

Steps to Improve Speed

  1. Clean HTML Code
    • Use PageSpeed Insights to find and fix issues.
    • Test popular pages, not just the homepage.
  2. Run a Speed Test
    • Use tools like WebPageTest.org or GTMetrix.
    • Identify and address bottlenecks.
  3. Compress Images
    • Large images can slow down your site.
    • Use tools like Kraken for image compression.

Pro Tip: Upgrade hosting for better speed. Higher quality hosting can significantly improve loading times.

Step #4: Find and Delete “Zombie Pages”

Identify Zombie Pages

  • Search site:yourwebsite.com on Google to see indexed pages.
  • Extra, unexpected pages are termed “Zombie Pages.”

Benefits of Deleting Zombie Pages

  • More organic traffic.
  • Simplifies SEO audit.

Common Types of Zombie Pages

  • Archive pages
  • Category and tag pages
  • Search result pages
  • Old press releases
  • Boilerplate content
  • Thin content (less than 50 words)

Step #5: Find and Fix Indexing Problems

Use Google Search Console

  • Check the “Index Coverage” report for pages not indexed.

Verify with Screaming Frog

  • Screaming Frog crawls your site like Google and identifies access issues.
  • Ensure blocked pages are intentionally blocked.

Step #6: Check Your Organic Traffic

Google Analytics Overview

  • Go to Acquisition > All Traffic > Channels > Organic Search.
  • Review organic traffic data for the last 6-8 months.

Evaluate Trends

  • Determine if traffic is increasing, stable, or declining.
  • Establish benchmarks for future improvement.

Step #7: Improve Your On-Page SEO

  1. Identify Key Pages:
    • Focus on the 5 most important pages.
    • These pages should target important keywords, have potential for higher ranking, or need traffic improvement.
  2. Optimize Key Pages:
    • Include keyword in title tag.
    • Place keyword in the first 100 words.
    • Add 5+ external links.
    • Add 5+ internal links.
    • Use LSI keywords.

Step #8: Set Up Keyword Rank Tracking

  1. Choose a Rank Tracking Tool:
    • Use a reliable tool to track keyword rankings.
  2. Track Keywords:
    • Monitor both given keywords and automatically discovered keywords.

Step #9: Analyze Your Backlinks

  • Conduct Backlink Analysis:
    • Enter homepage URL into a backlink analysis tool.
  • Check Referring Domains and Authority:
    • Count referring domains.
    • Assess Domain Authority (or equivalent metric).
  • Identify Toxic Links:
    • Look for excessive keyword-rich anchor text.
    • Ensure most backlinks come from reputable websites.
    • Disavow spammy links if necessary.

Step #10: Fix Broken Links

  • Identify Broken Links: Use Google Search Console’s “Index Report”.
  • Check for 404 Errors: Look for pages Google can’t index.
  • Resolve Important Broken Links: Ensure pages you want to rank are accessible.
  • Use Tools: Find broken internal and external links using online tools.

Step #11: Competitor Analysis

  • Find Competitors’ Keywords: Use keyword research tools.
  • Analyze Top Pages: Identify common traits in high-ranking pages.
    • Examples of Traits:
      • Long-form content
      • Custom visuals and illustrations
      • Cited research and data
  • Identify Backlinks: Determine who links to these pages to find influencers.

Step #12: Improve Content Quality

  • Enhance Key Pages: Make content significantly better.
  • Techniques:
    • Short intros
    • Small paragraphs for better readability
    • Frequent subheaders
    • Use visuals, images, and videos
  • Result: Increase user engagement and session duration.

Step #13: Optimize for UX Signals

  • Understand RankBrain: Google’s AI algorithm focuses on user interaction.
  • Improve User Experience: Tailor content to meet user needs.
  • Revise Content: Update outdated or irrelevant content.
  • Example:
    • Convert case studies to step-by-step guides
    • Include actionable tips and examples

Step #14: Flatten Website Architecture

  • Importance of Site Architecture:
    • Helps search engines index pages
    • Signals page importance to Google
  • Structure:
    • Keep site architecture flat
    • Ensure no page is more than 3 clicks from the homepage

Step #15: Launch a Skyscraper Post

  • Purpose: Help Google index site changes quickly.
  • Process:
    • Analyze top results for target keywords
    • Create superior content with detailed steps and current techniques
    • Promote content through newsletters and social media

More Steps

Optimize Internal Links

  • Link High-Priority Pages: Maximize internal links to important pages.

Use a Site Audit Tool

  • Recommendation: Utilize user-friendly audit tools for deeper technical analysis.

Optimize for Featured Snippets

  • Strategy:
    • Mobile optimization
    • Use HTTPS
    • Headers (H2 and H3 tags)
    • Short answers to common questions
    • Link to authoritative resources

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