This document discusses different types of SEO audits including relevance, authority, technical, and backlink audits. It provides questions to consider for each type of audit, such as checking if a website is authoritative compared to competitors or if there are any technical issues hindering search bots from crawling pages. Recommended free and paid tools are listed to help identify potential problems for each audit type.

1. SEO AUDITS

2. 2
RANKING FACTORS
RELEVANCE Authority
Unnatural
BacklinksTechnical
Issues
AUTHORITY

3. 3
RANKING FACTORS
RELEVANCE Authority
Unnatural
BacklinksTechnical
Issues
AUTHORITY
TECHNICAL
ISSUES
UNNATURAL
BACKLINKS

4. 4
FOUR SEO AUDITS
RELEVANCE
AUDIT
AUTHORITY
AUDIT
TECHNICAL
AUDIT
BACKLINK
AUDIT

5. 5
QUESTIONS FOR AN SEO AUDIT
RELEVANCE
AUDIT
How authoritative is my
website compared to my
online competition for the
keywords I’m targeting?
SEO Competitive Analysis – August
Do I have a significant
amount of unnatural
backlinks pointing to my
website?
Am I targeting the most
valuable keywords to the
highest converting
pages?
SEO Keyword Research and Site
Architecture – September
AUTHORITY
AUDIT
TECHNICAL
AUDIT
BACKLINK
AUDIT
Am I hindering the ability
of search engine bots to
quickly crawl and index
my website?

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RESERVED.
TECHNICAL AUDIT
Can the Search Engine Bots
Crawl my Website?
What are the
bots crawling?
What are the
bots seeing?
How fast are the
bots crawling?

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RESERVED.
TWO MOST COMMON PROBLEMS
www.website.com/robots.txt view-source:www.website.com
<meta name="robots"
content=
"noindex, nofollow">
META ROBOTS TAGROBOTS.TXT
User-agent: *
Disallow: /
Can Search Engines
Crawl my Website?
Can the
bots crawl?

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RESERVED.
SEARCH OPERATORS
Can the
bots crawl?
site:domain
info:URL

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RESERVED.
GOOGLE WEBMASTER TOOLS
Can the
bots crawl?

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RESERVED.
SPIDER TOOLS
What are they
crawling?
Look for:
• Duplicate Content
• Missing Content
Screaming Frog (<500 URLs) or XENU Link Sleuth

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RESERVED.
VIEWING THE TEXT
Look for:
• Navigation links
• Hidden text
• Missing text
cache:www.yourwebsite.com
What do
they see?

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RESERVED.
PAGE SPEED
How fast can
they crawl?
Look for:
• Page Load Time
< 10 sec.
• Time to First
Byte < 0.5 sec
• Faster than your
competitors!

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RESERVED.
BACKLINK AUDIT
Look for:
• Spikes in number of
linking domains
• Low quality domains
• Exact Anchor text

14. RELEVANCE AUTHORITY TECHNICAL
FREE:
• Xenu Link Sleuth
• Google Webmaster Tools
• Feed the Bot
• seo-browser
SMB:
• Moz On-Page Grader
• Moz Crawl Test
• Screaming Frog
Enterprise:
• Deep Crawl
http://moz.com/blog/technic
al-site-audit-for-2015
FREE:
• Open Link Profiler
SMB:
• Moz Open Site Explorer
• SEMrush
Enterprise:
• MajesticSEO
• Ahrefs
http://moz.com/blog/illustrat
ed-seo-competitive-analysis-
workflow
FREE:
• SEO Tools Rank Checker
• Google Keyword Planner
• Ubersuggest
SMB:
• Moz Rank Tracker
• Moz Keyword Difficulty
Enterprise:
• Conductor or seoClarity
• KW Finder
http://backlinko.com/keywor
d-research
TOOLS AND RESOURCES
LINK AUDITS
FREE:
• Google Webmaster Tools
SMB:
• Google Webmaster Tools
• Moz OSE Spam Analysis
Enterprise:
• Link Detox
• LinkRisk
http://searchenginewatch.co
m/sew/how-
to/2273639/how-to-use-
googles-disavow-links-tool-
the-right-way