An SEO audit analyzes a website to evaluate performance factors like traffic, technical errors, and user experience. The audit examines the website's objectives, domain authority, keyword strategy, competitors, technical elements, page content, user experience, backlinks, and social media presence. The goal is to identify optimization opportunities to improve the website's performance and rankings. Key areas covered include speed, redirects, duplicate content, broken links, user behavior metrics, backlink quality and relevance, and social media engagement.

1. SEO Audit

2. What is an audit?
● SEO audit is the analysis of the website to
find out the traffic, performances, errors,
visitor interaction etc.

3. Audit process
● Objective.
● Domain authority.
● Keyword analysis.
● Competitor analysis.
● Technical analysis.
● Page level analysis.
● Content analysis.
● User experience analysis.
● Link analysis.
● Social media analysis.

4. ● The objective of an audit differs for
different businesses.
● An audit should majorly
concentrate in gaining valuable
insights about the website
performance.
● The insights could then be used to
increase the performance.
Objective

5. Domain
authority
● Domain authority can be
determined by the score given
by moz.
● The score ranges between 0-100.
● The age, number of links and
history of the domain are the
factors considered to calculate
the DA.
● Higher the DA score, there is a
good chance of your site ranking
on top.
● Page-level authority (PA) can
also be found for every page in
the site.

6. Keyword
analysis
● Finding the right keywords to
target is the most important step
for SEO success.
● Find out the terms used by the
customers while searching, &
make sure to include them in the
website.
● Likewise find few more keywords
that perform well in the search.
● Tools like Semrush, Google
keyword planner, Ahrefs etc are
widely used for Keyword
research.

7. Competitor
analysis
● Keeping a tab on your competitors is
extremely important.
● Knowing competitor backlinks,
keyword density, paid campaigns
etc would help you in doing better
than them.
● Several tools like Spyfu, Similarweb,
SEOProfiler etc can help you with
competitor analysis.

8. Technical
analysis
● The technical aspects of the
website must be analysed
regularly.
● There are few technical aspects
which should be optimized.

9. Technical
analysis
● Speed
● Redirect issues
● Canonical
● Robots.txt
● Sitemap
● Duplicate metadata
● Page level duplicate content
● 404 errors?
● URLs
● Broken links

10. Speed
● The most important technical
aspect.
● Slow speed leads to poor user
experience.
● Speed can be improved by
reducing image sizes, using cdn,
external hosting platforms etc.

11. Redirect issues
● The redirect code should be given
to pages which are taken down.
● 301 code is given for permanent
redirect
● 302 code is given for temporary
redirect.
● Ensure the visitors are redirected
to a relevant page

12. Canonical
● Canonical tag is given to pages
with duplicate content.
● This is essential for easier
crawling for the webmaster.
● It is given as “rel= canonical”.

13. Robots.txt
● Robots exclusion protocol is given
to communicate with the
webcrawler.
● This tag mentions the pages that
you don’t want to be crawled or
indexed.

14. Sitemap
● It is the list of webpages in a site.
● Optimization of sitemap is done
for better indexing of the site.
● There are two types of
sitemaps- HTML and XML.

15. Duplicate
metadata
● As the name suggests, using the
same description for all the other
sites.
● It is an error that can be easily
avoided.

16. Page level
duplicate
content
● Using the same content for
different pages of the site.
● Makes it difficult for Google to find
the unique content of the site.

17. 404 error
● This code is given to indicate the
absence of the page in the site.
● This happens when the wrong URL
is given by the customer.

18. URL
● It stands for uniform resource
locator.
● It is the name of our resource
online.
● It is used as a text to link your
webpage.

19. ● These links lead to pages which
are not there anymore in the site.
● Broken links must be found & 404
error code must be given on those
pages.
Broken links

20. Page level analysis
● Duplicate content.
● Keywords in relevant
places.
● Internal links
● External links
● Images

21. Duplicate
content
● It is something which is found in
more than one place.
● It affects the search rankings at
times.
● This can be corrected by giving
out the canonical tag.

22. Keywords in
relevant places
● Adding keywords in relevant
places of the website is a great
way of optimization.
● Keywords in URL, H tags, Content,
Title, Image alt text etc works
really well.

23. Internal links
● Hyperlinks which lead to pages
of the website.
● Gives the user easy access
● Increases user experience.

24. External links
● The hyperlink which takes the
visitor from your website to
another one.
● A small ranking factor, as Google
understands your site’s
authenticity based on your
external links too.

25. Images
● Images must be used smartly to
catch or hold the visitor’s
attention.
● Infographics, GIF animations are
used over normal images these
days.
● Image size should be reduced for
better user experience.

26. Content analysis
● Interactive, innovative and unique
content a very important role in
search rankings.
● Grammatical and plagiarism errors
should be corrected.
● Every word of the content is very
important and should be thoroughly
checked before posting.

27. Content analysis
● Original content.
● Useful and informative.
● Better content than competitor.

28. Original
content
● The content you write should be
unique and different than others.
● References can be taken but
should not be completely copied.
● Copyrights should be given when
a statement or an image is
copied.
● Copied content leads to poor
results.

29. Useful and
informative
● The length of the content does not
matter the quality does.
● The content should be interactive
and informative.

30. Better content
than competitor
● Lot of research should be done
to write better content than our
competitors.
● You can also use professional
content writers for this.

31. User experience
analysis
● Using these analysis you can find
out how the user feels while using
your site.
● Some of the factors to
understand UX are
● Bounce rate
● Average time spent on site
● Goal completions
● Exit pages
● Return visitors

32. Bounce rate
● This the term used to indicate the
percentage of users who leave
after seeing the first page.
● Lower bounce rate leads to better
results.
● Quality of the website leads to
better bounce rate percentage.
● The average bounce rate
percentage is from 41-60%.

33. Average time
spent on site
● It is the estimation of the time
spent by the user on site.
● Interactive and informative
content works really well to
make the visitors spent more
time.
● The more time spent on site by
the visitor leads to more
satisfaction & maximise
conversions.

34. Goal
completions ● Goals may include sign up forms,
buying products etc.
● It is necessary to compile your
tasks as goals.
● By understanding what makes the
visitors perform these tasks, you
can optimise your page for better
results.

35. Exit pages
● This is the last page which the user
viewed before exiting.
● You must determine if most
visitors are exiting your site from
the same few pages & take action
to prevent it.
● Generic and uninteresting content
are some of the major reasons for
this.

36. Returning
visitors
● Users who come regularly or
within a span of two years are
called returning visitors.
● This data can be collected using
Google analytics.
● Regulating good content can
make the visitor a follower.

37. Link analysis
● Links are very important for
google rankings as more links
lead to better results.
● Tools like SEMrush, Moz, Ahrefs
etc can be used to find the links.
● Backlinks are incoming links to
the webpage. It is a great
ranking factor.

38. Link analysis
● Link relevancy
● Link authority
● Branded searches
● Anchor text

39. Link relevancy
● Links which come from relevant
sites are more effective.
● Links which are from illegal sites
are best to be disavowed.

40. ● High quality links have higher
authority.
● A website with 50 quality links has
a higher link authority than a
website with 1000 low authority
links.
Link authority

41. Branded
searches
● The search where the company
name is used.
● Right optimization and regular
updates should be done to
reach the top place.
● Carrying out the right digital
marketing activities to
enhance brand awareness is
important.

42. Anchor text
● The blue underlined hyperlink is
called anchor text.
● The anchor texts should be
relevant and should not be
generic like “click here”.
● Long tail anchor texts work well.
● Don’t use exact keywords as
anchor text too many times, as
it might be considered as
spamming.

43. Social media
analysis
● Using the Social media to enhance
your brand awareness is extremely
important.
● Analysing helps in improving the
visibility in social media.

44. Social media
analysis
● Social signals
● Social media presence

45. Social signals
● These are the human
interactions in social media.
● They are the likes, retweets,
pins etc our posts get in social
media.
● By making people engage with
your posts more, you can
increase your brand value.

46. Social media
presence
● Presence in all social media
platforms is very important for
any brand
● Posting regular updates
increases the following and
popularity

47. These are the steps that needs to
be followed for an audit.
￮ Thank you for
watching.