SEO Audit Made Simple

SEO Audit

Finding a program to audit the SEO on your website might seem expensive, but actually, understanding your SEO is simply about making sure your website does what your customers need it to. The process of auditing your SEO looks to enhance the experience of your website users, making them more likely to visit your page again and again.

Read also: SEO for Startups

It is important to conduct SEO audits on your webpage every so often. This helps your page, as often Google will update its algorithm and you don’t want your page to be negatively impacted. This helps you from being negatively dropped in the search results rankings and having to work out why.

Keyword Identification

One of the most basic steps within SEO is finding the right keywords for your webpage. Your keywords are there to attract searchers to your page and establish what your website is all about. Start with a main keyword, and then work outwards from that, identifying related keywords that can also be used in your content.

A great way to work out these keywords is to use Google Keyword Planner Tool and Google Trends. These tools can help you look at how these keywords perform in Google searches and give you an idea of the traffic these keywords generate.

Google Keyword Planner Research
Begin with the top-level keyword, in this case, ‘dog toys.’ Related keywords can help you understand which collections are most popular among your target audience.

Implementing Your Keywords

Now that you have your keywords, it is time to implement them onto your webpage. These keywords should be included across your webpage, including in:

  • URLs
  • Meta titles and descriptions
  • Breadcrumbs
  • H1 headings
  • H2 headings
  • Page content
Breadcrumbs, Meta Title and Meta Description SERP Screenshot
Highlighted example of Sports Direct SERP: showcasing the importance of well-structured elements like breadcrumbs, meta titles, and descriptions for enhancing search engine visibility and improving click-through rates.

Achieving harmony in these areas ensures that your key offerings on each webpage are communicated clearly to both your target audience and search engines.

Why Do Users Click On Your Page?

The power of good metadata cannot be overstated. Your search engine results act as your digital billboard. Therefore, your website description should not only include the keywords you previously identified but also some calls to action that attract users to click on your page. The example above highlights some great calls to action that attract more clicks than their competitors.

Call-to-action in Meta Title
Pure Electric is utilising an excellent call-to-action (CTA) in their phrase: ‘0% Financing.’ They understand that the products they sell can be pricey, and therefore try to offer solutions on how to make this more affordable for their potential customers.

Another reason why users choose your page over others is if you have content rich web pages that are full of snippets that can be used on the search engine. This can include a number of different snippets including frequently asked question answers, product descriptions and recipe snippets. By adding these to your webpage, you are ensuring quality information ends up in search results.

Technical SEO Audit

As well as adding keywords and looking at the quality of the content, looking at your website backend is equally as important. For full details on how to do this, check out our technical SEO checklist which helps organise your page to optimise its performance.

On-Page and Content SEO Audit

To identify where further improvements can be made to your site. It is important to answer the following questions about your page, as this is what both search engines and users are looking for. 

Read also: Content SEO: Everything You Need to Know in 2024

  • Is your information detailed and clear?
  • Are you using a number of HTML tags effectively?
  • Are breadcrumbs and page titles prominently displayed?
  • Is your page well-structured and organised, including H1 and H2 headings to split up information logically?

Gaining Confidence From Your Website

With so many websites out there, users tend to flock to more well-known brands as they feel as if they can trust them more. In order to boost the credibility of your brand, it is good to ensure that your page is well-optimised and linked to platforms such as Trustpilot.

Potential customers will often google search your business name to see what else they can find out about you. Therefore, make sure that your Google My Business profile is detailed and fully up-to-date. Social media pages are also a great way to raise awareness of your brand so make sure you are regularly posting on these.

Reviews as Trust Builders in SERPs
Positive reviews on Google can also lead to a boost in your rankings to ensure that you are asking all customers to leave a review of your products or services. For example, Jet2holidays, the popular travel company is ranked highly on Google – partly due to its high Trustpilot reviews.

The Take Away

As you can see, approaching an SEO audit on your webpage doesn’t need to be difficult. By following the steps listed above, you can easily identify areas where your webpage can be improved. By adding in further SEO techniques such as technical SEO, keywords and rich snippets, you are far more likely to please the Google algorithm and rank highly within their search results.

It is important to remember that expensive, complex SEO tools are not the only way to make your page more SEO-friendly, it is more about recognising what your target audience need, and tailoring your webpage to them.

Our SEO audit services are a great way to start if you are unsure on how to improve your website. We do the hard work so you don’t have to – with our SEO experts on hand to impart their knowledge to improve your business.

Branislav Nikolic

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