SEO Audit – What Does This Mean?
SEO Audit – What Does This Mean?
You may come across the term SEO Audit quite often and get confused as to what the process entails and how it helps you assess your SEO success. You may wonder what the objective of such a project is. The aim of an SEO Audit is to find SEO loopholes, errors or failures and rectify them to ensure that your website receives targeted traffic and continues to perform well within its niche market. An SEO audit is undertaken to help assess your website’s ranking within major search engines. It can also help identify any opportunities to improve your website’s search engine performance by improving your website’s content and link structure.
So what is an SEO audit? You could think of it as an independent review of your website that rates the website’s ability to appear prominently in search engine results listings (SERPs) every month. These rankings are determined by various factors including the quality of your website content, links structure and the number of incoming links from other websites. Each of these areas will be subject to thorough and careful examination by a team of SEO specialists who specialize in search engine optimization.
So what do SEO specialists look for? They look for: A high level of fresh, quality content on your website. They also monitor the total amount of time spent on new pages and check the average PPC spend. They may also check to see if your web pages are submitting to all the major search engines and whether your website is getting sufficient organic traffic.
Does your organic traffic consist of highly targeted visitors who have clicked on a particular link from your website? If not then the chances are that you have an SEO issue to address. One of the most common SEO problems is the use of schemas or unnatural structures within HTML coding. The use of schemas can cause Google, Yahoo and other search engines to incorrectly rate your website as ‘pay-per-click’ or even worse, ‘free for all’ which means that your organic rankings will suffer.
A major problem with using black hat or spam methods for ranking high in the SERPs is that Google tends to penalise sites whose link building is based on reciprocal linking schemes. This means that if you are a site owner and you attempt to artificially boost your ranking through the use of link building strategies such as reciprocal linking your site can suffer penalty. On the other hand if you are a site developer and you attempt to artificially boost your ranking through the use of link building strategies such as reciprocal linking your site can suffer penalties for resorting to these methods.
A successful SEO audit should identify the areas where you need improvement in order to maintain a good ranking on the search results pages. You might not have noticed that you have been penalised but it is a good idea to look at why you have been affected. Is the penalty affecting your ability to retain and grow your organic rankings? If this is the case then you need to address this problem as soon as possible so that your ranking can recover. This will give you the opportunity to successfully implement further changes which will again help your site to achieve good rankings on the search results pages.