Site Audit : How to Do It?

1. What is a SEO Audit?

An SEO website audit evaluates all the factors that can impact your site's performance in search engine results pages (SERPs), including links, keyword usage, content, metadata, page speed, user journey, and video optimization. It's possible to conduct an SEO audit on your own, but you're likely to get more thorough and accurate results by employing an SEO expert.

2. Website Performance

2.1. Page Loading Speed

 Use tools like Google PageSpeed Insights or GTmetrix to analyze loading times. Identify pages with slow loading speeds. Optimize images and reduce HTTP requests to improve speed.

So, how to do it?

2.2. Access Google PageSpeed Insights

Go to the Google PageSpeed Insights website.

2.3. Enter the Website URL

Type or paste the URL of the website you want to audit into the input field and press "Analyze."

2.4. Review the Results

Google PageSpeed Insights will analyze the website and provide a performance score for both mobile and desktop versions. You'll also receive a list of opportunities and diagnostics.

2.5. Focus on Mobile and Desktop Scores

Google provides separate scores for mobile and desktop performance. Ensure you check and address issues for both versions.

2.6. Opportunities and Diagnostics

Google offers a breakdown of opportunities for improvement and diagnostic information. Pay attention to these recommendations as they highlight specific areas that need attention.

2.7. Prioritize High-Impact Issues

Start with the high-impact opportunities that can significantly improve your website's performance. These could include optimizing images, leveraging browser caching, or minimizing JavaScript and CSS.

2.8. Image Optimization

Compress and optimize images to reduce their file size while maintaining quality. Use formats like WebP for better performance.

2.9. Minimize Server Response Time

Optimize server response times by using efficient hosting, content delivery networks (CDNs), and reducing server-side processing. (This usually is not in your control)

2.10. Browser Caching

Implement browser caching to allow return visitors to load your website more quickly by storing static resources on their devices.

2.11. Minimize Render-Blocking Resources

Reduce the number of render-blocking resources (CSS and JavaScript files) by deferring their loading or minimizing their impact on page rendering.

2.12. Content Delivery Network (CDN):

Utilize a CDN to distribute content geographically and reduce latency for users in different locations.

2.13. Mobile Optimization

Ensure that your website is mobile-responsive and optimized for mobile devices, as Google places a strong emphasis on mobile performance.

2.14. Monitor Core Web Vitals

Keep an eye on metrics like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS), as these are now crucial for ranking on Google.

2.15. Implement Recommendations

Follow the recommendations provided by Google PageSpeed Insights. Each opportunity comes with detailed suggestions on how to resolve issues.

2.16. Test Again

After implementing changes, re-run the audit to see if there's an improvement in performance.

2.17. Regular Monitoring

Page speed isn't a one-time effort, it's an ongoing process. Continue to monitor and optimize your website's performance regularly.

By following these steps and addressing the recommendations from Google PageSpeed Insights, you can improve your website's speed, user experience, and SEO ranking. Remember that a faster-loading website not only pleases users but also improves your chances of ranking higher in search results.

3. Why Browser Compatibility Matters ?

Web users have diverse preferences when it comes to browsers. Some prefer Chrome, others use Firefox, Safari, Edge, and various mobile browsers. Ensuring that your website works seamlessly on all these platforms is crucial for providing a positive user experience and maximizing your website's reach.

a. Test in Different Browsers:

Start by testing your website in a variety of web browsers. Some popular choices for testing include Google Chrome, Mozilla Firefox, Microsoft Edge, Apple Safari, and mobile browsers like Chrome for Android and Safari for iOS. You should also consider older versions of these browsers, as some users might not have updated to the latest versions.

b. Observe Website Appearance:

Pay close attention to how your website appears in each browser. Look for discrepancies in layout, font rendering, color accuracy, and the overall visual design. Verify that your website maintains a consistent and appealing appearance across all browsers.

c. Test Functionality:

Interact with your website's features and functions. Test navigation menus, forms, interactive elements, and multimedia content (e.g., videos and images). Ensure that all website functions work as expected without any errors or glitches.

d. Document Compatibility Issues:

Keep a detailed record of any compatibility issues you encounter during testing. This documentation will help you track and prioritize the fixes needed for each browser.

e. Debugging and Fixes:

Once you've identified compatibility issues, you'll need to address them. This may involve making adjustments to your website's code, including HTML, CSS, and JavaScript. Common issues include CSS rendering differently, JavaScript errors, or browser-specific features not functioning as intended.

f. Use Feature Detection:

Instead of browser detection (identifying the browser and applying specific fixes), it's often better to use feature detection. This involves checking if a browser supports a particular web standard or feature before applying it. This approach is more future-proof and ensures a consistent user experience.

G. Regular Testing and Updates:

Browser compatibility is not a one-time task; it's an ongoing process. Browsers release updates regularly, and web standards evolve. Therefore, you should conduct regular tests and updates to ensure that your website remains compatible with the latest browser versions.

H. Mobile Responsiveness:

Don't forget to test your website on various mobile browsers. Mobile compatibility is crucial, as a significant portion of web traffic comes from smartphones and tablets.

I. Accessibility Considerations:

In addition to browser compatibility, consider web accessibility standards (WCAG) to ensure your website is usable by people with disabilities. Many of these guidelines also relate to how your website functions and appears in different browsers.

4. Title Tags and Meta Descriptions

Unique and Descriptive Tags

Your title tags and meta descriptions are your site's first impression in search engine results. They should be unique and compelling, providing users with a snapshot of what they can expect on your page. Think of them as the opening lines of a book, they should entice readers to click.

Use Title Tag Keywords: Incorporate relevant keywords in your title tags for better search engine visibility.

Meta Descriptions as Mini-Ads: Craft your meta descriptions like mini advertisements to attract potential visitors.

Real-Life Examples:

<title>Best Tools For SEO | 2023 UPDATED! </title>

<meta name="description" content="Find out the best SEO tools out there to boost you website's visibility.">

Dealing with Missing or Duplicate Metadata

A common issue in SEO audits is missing or duplicate metadata. This can confuse search engines and lead to lower rankings.

Missing Metadata: Ensure that every page has unique title tags and meta descriptions.

Duplicate Metadata: Identify and rectify duplicate metadata to prevent keyword cannibalization.

Real-Life Examples:

Missing Metadata:

<title>Home</title>

<meta name="description" content="Welcome to our website.">

Duplicate Metadata:

<title>About Us</title> (used on multiple pages)

<meta name="description" content="Learn more about our team." (used on multiple pages)

5. Header Tags

Proper Use of H1, H2, and H3 Tags

Header tags play a crucial role in structuring your content and helping search engines understand its hierarchy.

• H1 for Page Titles: Use H1 tags for page titles to clearly define the topic.
• H2 and H3 for Subheadings: Use H2 and H3 tags for subheadings to organize content logically.
• Why Headers Matter: Headers improve readability, making it easier for both users and search engines to navigate your content.

6. Keyword Optimization

Reviewing Keyword Placement and Density

Effective keyword usage is a cornerstone of SEO. It's essential to strategically place keywords throughout your content.

Keyword Placement: Integrate keywords naturally into your content, including titles, headings, and body text.

Keyword Density: Maintain a balanced keyword density; avoid stuffing keywords unnaturally.

7. URL Structure

URLs are often overlooked in SEO audits, but they play a significant role in search engine rankings.

• Clean and Descriptive URLs: Craft clean and descriptive URLs that reflect the content's subject.
• URL Structure Problems: Identify and resolve issues like long, convoluted URLs or URL parameters.
• Best Practices: Implement URL best practices to enhance user experience and search engine visibility.

8. Content Quality

Assessing Content Relevance

High-quality content is not just about keywords but also about delivering what your audience wants.

• Relevance: Ensure your content is relevant to your target audience.
• Content Length and Depth: Longer, in-depth content often performs better in search results.
• Content Quality Tools: Use tools like Yoast SEO or SEMrush to evaluate content quality.

9. Backlink Profile

The Importance of Backlinks

Backlinks are like upvotes for your website. They indicate authority and trustworthiness to search engines.

• Backlink Significance: Understand the importance of high-quality backlinks.
• Analyzing Backlink Quality: Use tools like Moz or Ahrefs to evaluate the quality of your backlinks.
• Disavowing Toxic Backlinks: Identify and disavow toxic backlinks that harm your site's reputation.

10. Mobile Optimization

With the majority of web traffic coming from mobile devices, having a responsive design is non-negotiable.

• Responsive Design: Ensure your website is mobile-friendly and responsive across various devices.
• Mobile-Friendly Testing: Use Google's Mobile-Friendly Test to assess your site's mobile performance.
• Mobile SEO Benefits: Discover the SEO advantages of a mobile-optimized site.

Now that we've outlined the key aspects of an SEO audit, let's delve into each section in detail.

11. Conclusion

An SEO website audit is an essential tool for improving your website's performance in search engine results pages (SERPs). By evaluating all the factors that can impact your site's ranking, you can identify areas for improvement and create an actionable plan.

While it is possible to conduct an SEO audit on your own, using an SEO agency can provide a more thorough and accurate assessment. SEO agencies have the expertise and tools to identify complex issues and develop effective solutions.

If you are serious about improving your website's visibility and traffic, an SEO website audit is a must-have. By investing in a comprehensive audit, you can gain valuable insights into your website's performance and make the necessary changes to boost your SERP rankings.