A grave challenge that has plagued the SEO community is the utter lack of standards that surround the scope and quality of work. There is a vast spectrum of SEO consultants and agencies that tend to utilize similar words in order to describe different processes and deliverables. One of the most abused of these deliverables and processes is the SEO site audit.
In order for companies to truly protect their SEO investment, they will need to have a firm understanding as to what to expect from a comprehensive SEO site audit. This will also entail which questions will need to be asked in order to better ensure that the business of receiving the scope and quality it requires.
What Are SEO Site Audits?
An SEO site audit generally marks the very beginning of a firm’s search engine marketing engagement with a (prospective) client. The goal of the audit is to identify the opportunities and challenges that a website may have to increase SEO performance.
The input is the company’s access to certain search tools such as Google Webmaster Tools, Google Analytics, and other performance platforms. When this information has been combined with SEO experience and knowledge, a proper SEO professional will have what they need in order to analyze the site while documenting a strategy for improving organic search performance.
Essentail Components of SEO Site Audits
An SEO Audit that is complete will contain a minimum of three sections, which are as follows:
- Analyzing of the opportunities and challenges for a website’s technical fluidity
- Assessing the site’s content and proper use of keywords
- Backlink health, topical relevancy, and authority
Keep in mind that there are times when these components are divided into completely separate audit documents. No audit project can be considered complete without thoroughly addressing all of the areas listed above due to the fact that they are expressly interconnected. The documented analysis of the audit is crucially important for a handful of reasons, which are as follows:
- A detailed analysis of the company’s current situation that is able to build trust in the work that is to be done between the SEO firm/consultant and the client’s team.
- A strategy for the improvement of SEO as well as the next steps that are needed for the implementation of the strategy. This strategy will need to address authority, content and technical opportunities in proportion to their value with a particular focus on the areas that will contain the greatest impact on the SEO performance of the company.
For this reason, it’s important to work with SEO providers who specialized in certain aspects of SEO and search marketing. For instance, if you’re looking for ecommerce-specific SEO services, then consult with a company that provides ecommerce SEO site audits, such as ClickCentricSEO.com. The same rule applies for local SEO, PPC advertising, and other forms of search marketing.
Strategic Insights for a Future SEO Program
It is clear that a proper SEO audit needs both a prioritized action plan as well as a strategy. The strategy will build off of the analysis that has been completed in order to identify how the client’s business will be able to capitalize on opportunities for the improvement of their organic search brand impressions, conversions and visits.
The prioritized action plan is able to break down the SEO strategy into projects that are discreet or deliverables that can be placed into an agreeable timeline and thoroughly executed. Furthermore, to make yourself more confident that you will be receiving precisely what your company needs for a SEO firm or professional, consider asking questions that pertain to how they perform and analyze audits as well as previous strategies and plans and their results with other clients.