How to Perform an SEO Audit

When it comes to auditing search engine optimization, there’s plenty of methodology and procedures available. Whether it’s a startup enhancing its website to increase inbound organic traffic or an established corporation looking to keep both existing and prospective consumers engaged, it can be more than a little challenging to figure out the best way to start and how thorough the analysis of current strategies should be. While the best Boston SEO companies can undoubtedly help, it pays to better understand the process. And to simplify things, we have narrowed down the primary elements to successful auditing or SEO that will put a business on the road to maximizing organic searches and elevating rankings.

1. Identify opportunities in building both external and internal links

Let’s face it: link-building is a critical aspect of accruing authority websites in the same way that SEO companies are vital to digital marketing success, and search engine optimization audits will never be fully complete without suggestions for the creation of specific external and internal links. 

• Internal links. As its name suggests, internal links connect each web page to another and are essential to creating authoritative hierarchies in the website. Another one of the most popular ways of linking internally is integrating older material that has built equity into any new relevant content to encourage visitors to a specific web page to improve the chances of turning them into customers.
• External links. External linking is the opposite of creating internal links. Instead of connecting to pages within the website, it’s about linking to authority domains that are better known and which people trust. And a straightforward approach to achieving external links is by opting for resources that may feature the content and reach out to their managers and request links back to the business’ website.

2. Determine potential improvements for information architecture

In a nutshell, information architecture simply means the way that data is organized and structured. And for SEO auditing purposes, it’s all about the redistribution of internal links throughout the website to make sure that pages that need equity to get it. The process usually involves having to work more closely with the designers to better develop solutions to enhance the pages’ authority without making any concessions with the users’ experience. For example, a blog’s index lists only a few pages, pushing older uploads a considerable number of clicks away from the equity site. Increasing the posts on every page will bring the older uploads much closer to the website.

3. Recognize subpar content

Content can attract users and improve engagement if done correctly. However, if it’s subpar, it can be detrimental to SEO and lead to lower rankings on the SERPs (Search Engine Results Pages) if left unchecked. It is for this reason that materials posted must be carefully assessed to see if they need to be changed, deleted, or left as is. It may also highlight the areas of the content that don’t necessarily work so that any future posts can rectify these mistakes.

4. Ensure that keywords are optimized

Apart from evaluating and improving content, another crucial aspect of SEO auditing is optimizing used keywords. Some targeted phrases may work on the homepage while others might fit better on blog posts or other digital channels. And determining which keywords are better suited for each platform will allow the website to rank higher on the selected terms. The positioning of the keywords should also be considered because the algorithm usually takes this into account.

5. Hire from the best Boston SEO companies

SEO agencies are invaluable in the success of a company’s search engine optimization efforts. No matter how simple the concept behind this digital marketing strategy is, it’s a deceptively complicated job out of the reach of most businesses. And without trained and experienced experts, it’s unlikely that the desired results will be attained. So, it’s essential to hire search engine optimization experts to deliver on the business’ needs.

6. Analyze the speed of the website

An often overlooked aspect of SEO is the speed in which the website loads. However, it’s a vital area of search engine optimization that no business can afford to ignore. After all, search engines consider site speed when it comes to rankings. The quicker the web pages load, the better the chances that it’ll be rewarded with a higher organic ranking. And, in turn, improve its online visibility and elevate its rate of conversion.

7. Scan the website for errors

Website errors – from broken links to images refusing to load – may not necessarily lead to search engine penalties. However, these problems can break the flow of navigation and browsing. And lead to poor user experience as a result. And because of this, it’s important to scan every web page for potential issues. Doing so won’t just lead to better engagement. But it’ll also help attract more traffic.

8. Look for update opportunities

Attracting users is one thing. Maintaining relevance is another. One of the common ways to achieve the latter is by finding any update opportunities within the website. Search engine crawlers can detect even the smallest changes to a website. And regular and relevant updates will allow the website to remain fresh in the SERPs. It makes sense to find ways to improve the website – be it with new content, the addition of keywords, or through web design changes. It will make a difference.

Auditing for SEO is an inexact science. There’s not one guaranteed method that will lead to success. And it’s also the reason why the best practices in search engine optimization are often inconsistent. And with the perpetually changing and evolving algorithm behind the popular search engines, a one-size-fits-all approach is an impossibility. There are a few proven practices in SEO auditing. And by combining the methodology above with the services of experts from the best Boston SEO companies, a business can remedy all of the flaws of its SEO campaign and attain the desired outcome.