Check out these slides from Web D School to learn how to audit a website.

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.