Ensuring your website is optimised for search engines is crucial, especially with so much competition vying for those top spots. An SEO audit acts as a health check for your site, helping you spot performance issues and areas ripe for improvement. This is something that an SEO consultant would do, but you can also conduct it yourself! Let's dive into a step-by-step guide to ensure your website is fully optimised and ready to climb those search engine rankings.
Technical SEO audit
First things first, let's talk about the technical side of things. This is the backbone of your website's SEO, and it's essential to get it right.
Crawlability: Imagine search engines as spiders crawling through the web. Tools like Screaming Frog help you ensure that these spiders can access all your pages. If they can't crawl it, they can't rank it!
Mobile-friendliness: With more people browsing on their phones, ensuring your site is mobile-friendly is non-negotiable. Google's Mobile-Friendly Test tool is your go-to for checking this.
Page speed: No one likes a slow website. Use Google PageSpeed Insights to analyse your load times. A fast site not only pleases users but also search engines.
HTTPS security: Security is key. If your site isn't using HTTPS, it's time to make the switch. It boosts trust and can positively impact your rankings.
On-page SEO audit
Now, let's focus on what's happening on your pages. On-page SEO is all about optimising individual pages to rank higher and earn more relevant traffic.
Title tags & meta descriptions: These are your first impression in search results. Make sure they're optimised with relevant keywords and stay within character limits to avoid being cut off.
Header tags (H1, H2, H3): Structure is everything. Clear, keyword-rich headings not only help with SEO but also improve readability for your visitors.
URL structure: Keep your URLs short, descriptive, and keyword-focused. This makes them easier to share and more likely to be clicked.
Internal linking: Think of internal links as signposts guiding users and search engines through your site. They help distribute link equity and enhance navigation.
Content audit
Content is king, as they say. But not just any content—quality content that engages and provides value.
Quality and relevance: Make sure your content is valuable and targets the right keywords. It's about providing answers and solutions to your audience's questions.
Duplicate content: Duplicate content can confuse search engines. Use tools like Copyscape to find and fix these issues.
Keyword optimisation: Keywords should flow naturally in your content. Avoid stuffing them in, as this can harm readability and rankings.
Multimedia optimisation: Images and videos need love too. Optimise them for fast loading and ensure they have proper metadata.
Off-page SEO audit
Off-page SEO is all about building your site's reputation and authority through external means.
Backlink profile: Quality over quantity. Use tools like Ahrefs or SEMrush to evaluate your backlinks. Disavow any spammy links that could harm your reputation.
Local SEO optimisation: If you have a local business, ensure your details are accurate on Google My Business and other local directories. It's all about being found by nearby customers.
Social signals: Your social media activity can drive traffic and engagement. Make sure your social presence is active and aligns with your brand.
User experience (UX) review
User experience is a crucial part of SEO. A positive UX can lead to better engagement and conversions.
Navigation and design: Your site should be a breeze to navigate. A clean, user-friendly design keeps visitors happy and engaged.
Bounce rate and dwell time: Use Google Analytics to check these metrics. High bounce rates might indicate that visitors aren't finding what they're looking for.
Core web vitals: Optimise for Google's Core Web Vitals, which include Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift. These metrics are vital for ranking performance.
Keyword audit
Last but not least, let's talk keywords. They're the bridge between what people are searching for and the content you provide.
Keyword performance: Regularly analyse how your targeted keywords are performing. This helps you identify new opportunities and areas for improvement.
Competitor analysis: Keep an eye on your competitors. Study their keywords and rankings to refine your strategy and stay ahead.
Long-tail keywords: Don't overlook these gems. Optimising for long-tail variations can capture niche searches and boost conversion rates.
Conclusion
Conducting a thorough SEO audit is like giving your website a tune-up. It ensures your site is optimised not only for search engines but also for a seamless user experience. Regular audits keep your SEO strategy aligned with the latest industry trends and updates, setting the stage for improved rankings and visibility. So, roll up your sleeves and start auditing—your website will thank you for it!
