An audit isn't just about the website itself, but also the links and online profile that the website has. A website with a large backlink profile from quality websites will tend to rank highly, even if the on-site factors such as title tags, header tags, keyword emphasis etc. are not utilised or not utilised correctly.
The website audit will look at and document the status of the following SEO factors:
Title Tags
Title tags are an important factor as they dictate the pages content/theme. Search engines use these to list websites within their index. A title tag should not only be directly relevant to the page but should also be written clearly to maximise user click through rates.
Header Tags
Website header tags are used on pages to emphasise information in a proceeding paragraph or information that requires highlighting. Header tags act much like the large titles you may see in newspaper articles.
Meta Description Tags
Meta tags although depreciated, should still be compliant for best practice. The description tag is still important for pages that have small amounts of content. The description tag is often displayed in search listings for each website unless on page content is deemed more suitable in relation to the users query.
Page Content
Page content is one of the most important SEO factors, a website is evaluated based upon its content base, how well the content conveys its purpose and how relative it is to its subject. A website with poorly written content, or content that is factually incorrect can fail to rank properly for its keywords.
Link Anchor Text
Anchor text is the visible that used to represent a hyperlink on a page. The use of anchor text throughout a website is incredibly important as the text acts as a descriptor for the page it links too. Proper use of anchor text will help convey relevancy throughout the website.
Internal Link Profile
A websites internal link profile will dictate how the pages rank independently. The websites internal link profile will also be a major factor in the spread of page rank (Google Page Rank).
Keyword Emphasis
Keyword emphasis involves the highlighting of keywords relative to the content and the pages theme. Emphasised keywords are used to place importance on the selective keywords. Search engines also use this as a ranking factor although this is not an essential part of SEO.
Keyword Grouping & Focus
This will look at the pages target keywords and how the content around it focuses on the keyword group.
Website Headers and Page Response
This looks at the websites header status from 301 re-directs, 302 re-directs, http 200 (page ok) and more. This will identify if there are any issues with improper re-directs or inaccessible pages.
Canonicalisation
This covers the issue between non www. and www. pages with trailing slashes and other problems that could potentially cause canonical issues.
Duplicate Content & Supplemental Pages
This covers issues with duplicated content, copied content or pages that are supplemental as a result of duplicate content/not enough content.
Website Backlinks
This will feature a complete backlink profile for the domain in question. Backlinks will be investigated to evaluate volume, quality and relevancy in comparison to high performance competitors. Backlinks are one of the most important ranking factors which is why it is vital to manage a good backlink profile.
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Download Example Audit
Download an Example SEO Audit.
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A website SEO audit is a piece of documentation that investigates various aspects of a website for its SEO profile and compliance. Various different factors are investigated to build a picture of the websites status within organic search results, and the factors that are affecting the websites position within major search engines.
