SEO audit
Have questions about promoting your website? Or do you need to check if its parameters meet the search engines’ criteria? Then we can perform an SEO audit of the website.
SEO audit – checking the parameters affecting the promotion in search engines. The list of parameters depends on the type and objectives of the site, and even on the auditing studio.
The audit can be conducted before the promotion or some time after the launch of the promotion campaign. In the first case, the readiness of the resource for promotion is determined, in the second case, the success of the strategy is evaluated.
A seo audit indicates what errors there are on the site, what needs to be corrected to increase the success of search engine placement.
Technical audit of the site: stages
Website SEO auditing is part of the marketing services. This is an important part of competent promotion of an internet resource. The first stage of the audit is to analyze the site. The specialist defines website optimization in the following main categories:
- site structure;
- references;
- content;
- integration with search engines and social networks;
- Web analytics.
Site structure – this analyzes how the pages are connected to each other. As far as their addresses are clear, if necessary, the addresses are re-addressed to human-readable addresses. For example, at https://koloro.ru/brending-saita.html, it’s clear what the page is about: a “website branding” service.
Internal links are optimized: filters, transitions to other pages of the resource, “breadcrumbs”. The latter refers to the site navigation chain, the user’s path to the current page.
Site maps – maps of texts, images, videos – are checked. Another important criterion in the report is whether the resource is multi-lingual.
Links – they are analyzed and everything related to them: for example, 301 redirects and Robots.txt file. The first means that the pages are moved to a new address and the user is redirected to them from the old addresses. It accounts for up to 99% of all links on the site. Robots.txt tells the robots what on the site can and cannot be crawled for the search engine.
Website Promotion involves a thousand and one ways of how to accomplish a goal. We know them all! Contact the experts at KOLORO agency.
Also, site validation includes analyzing how optimal the site’s code is and how fast it loads.
Content – tags and meta tags are checked: titles, descriptions, keywords. For example, it is desirable to put keywords in the texts, then robots better determine what query the article answers. Images are optimized: by size, addresses and descriptions. Seo marketing involves tailoring content precisely to the client’s objectives and the needs of the target audience.
Integration with search engines and social networks – meaning micro-marketing of data, products, logos, social media profiles. Additional tags that structure the information are used for this purpose. In the long term, competent markup will help to distinguish the site according to the criteria of search engines and increase its rendition to users.
Web analytics – this stage analyzes whether the site is linked to analytics services such as Google Tag Manager, Google Analytics, Yandex.Metrica, Ecommerce in Google Analytics. The services, among other things, help optimize the site for search engines.
Seo analysis of a website is done manually or with the help of programs. A report is made based on the results, and the developers or owners of the resource decide what to fix.
Another step is to analyze usability. How convenient and easy is the site to use? Specialists check how forms are filled out on the site, how buttons work, how convenient the structure of pages is.
Read also: “Prototyping a website”
After analyzing all the parameters, the auditor writes recommendations to improve the resource. For example, filling in missing meta tags, optimizing texts, increasing the number of links. The list of recommendations depends on the specific site and its objectives.
Seo site audit and strategy
Also seo site audit determines the strategy: how exactly how to achieve the desired positions in the output, how to gain traffic and attract the audience. According to the chosen strategy, the main goals of the site’s clients, methods of attracting them, and financing are set.
Three goals that can be set in an SEO strategy:
- positions – if a company needs its site to always be the first to be seen by users for some keyword query;
- Search traffic – if the business has not yet decided which visitors will convert into customers;
- conversion-to-traffic ratio – if a firm knows exactly who its customers are. She’s only interested in the ratio: how many visitors turn into customers.
Depending on this, methods of audience engagement and time to complete tasks are chosen.
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Search engine optimization: pros and results
The pros of an SEO audit are the ability to fine-tune a website to meet the requirements of search engines. The fact is that search engines are now quite influential in promoting a website. They themselves decide on a variety of parameters what to show to visitors for given queries.
Seo analysis is almost as effective as media advertising, while its price is quite affordable even for small businessmen.
Yandex or Google rankings are hardly ever questioned by users. They may block ads, but inevitably trust search engine rankings. If the site is at the top of the output – it means that it can answer the visitor’s questions.
In addition, website seo optimization improves a company’s brand. Quality information is posted on the site, users build trust in the business and are more likely to buy.
There’s a downside – it takes a long time. You have to wait at least 4 weeks for results because of the peculiarities of search engines. If you want the resource to be in the top and kept there for a long time, you need to work for several months. But a successfully optimized resource after SEO audit brings stable income, reputation and value of the business increases, advertising and promotion costs are reduced.
We conduct complete site analysis from the get-go! Our specialists select seo promotion exactly to your goals and objectives. Contact KOLORO Agency.
