@ A website Audit is the process of analyzing certain parameters or factors determine your site’s visibility in the search engines.
@ It can also be explained as an examination of a page performance before performing search engine optimization (SEO) or a website redesign.
@ Conducting a website Audit can determine whether or not it’s optimized to drive/achieve your traffic goals and if not, how you can improve the auditing to enhance the performance.
@ As Website Audit itself is based on some specific factors, we can now look deeply into the main parameters that this process is performed on.
Factors/Parameters in a Website Audit Process:
Let’s have a brief glance at the different factors on which a website audit is based:
1) Organic Visitors Per Day.
2) Keywords Ranking on the First Page.
3) Backlinks/Linking Domains.
4) Technical Errors.
5) Site Speed.
6) On Page Elements.
7) Site Structure/Design.
8) Optimized/Updated Content.
9) Social Signals/Sharing.
By analyzing the above-mentioned factors thoroughly and conducting the website audit using the required tools available online, we can estimate the complete performance of a website and make the required changes to reach the targeted goals.
1) Organic Visitors/day : (SEMRUSH tool)
This term indicates the actual number of visitors traffic that is directly coming from the search engines.
Organic visitors most importantly are the one who lands on your website as a result of “Unpaid” search results.
These Organic visitors are not referred to by any other website and they directly find your website through the search engines.
2) Keywords Ranking on the First Page : (SEMRUSH tool)
Each page of your website should have a FOCUS keyword so that when a user types a particular keyword and then if your keywords are ranked on the first page of your website, it automatically increases your website organic traffic through search engines.
3) Backlinks/Linking Domains : (SEMRUSH tool)
Backlinks are nothing but the influential or referral links that come from a good website.
The term Linking Domains determines the authority that flows from one website to the other as it is passing the link information between two websites.
For instance, going to a government office alone is completely different from going to the same office accompanying an MLA(influential person).
Mainly to consider there are 3 types of links:
- Toxic Links: Identify toxic links i.e review all the links that are going to your website and find out which of them are not relevant and coming from websites that are potentially toxic.
- Bad Links: Avoid bad links i.e links that you have paid for to manipulate Google etc.
- Spam Links: Disavow spam links i.e remove the links to recover them from any potential Google penalties.
4) Technical Errors : (SEMRUSH tool)
Technical errors should not be neglected as a part of a comprehensive website audit. With a lot of competition on the web, users may also have many more choices to seek their required information.
On the other hand, search engines give preference to the websites that are user-friendly and technically sound.
A technical audit will tell you how well your site performs across multiple devices and browsers in different crucial areas.
Factors such as below come under technical errors:
* Missing Links/Broken Links.
* Title Duplication/same titles on all pages.
* Canonicalization – Each of your website pages should load with only one URL format.
* Mobile Friendliness.
* Confusing Navigation.
* Indexed Pages – Make sure that all your website pages are indexed correctly.
* Image Optimization – Have relevant, descriptive keywords in the Alt tag and image file name.
5) Site Speed : (GTMetrix tool)
This factor plays an important role in ranking your website on search engines.
Google maintains a separate index for both desktop and mobile view of your website.
You can usually make your site load faster or increase its speed using Ajax, CDN, Gzip, Browser/Server cache or minifying the files.
6) On-Page Elements :
* Descriptive Content
* Body Tags
Above-mentioned elements of a page affect the performance of your website while getting displayed by the search engines.
Always the descriptive content must be more and present in the body.
Technically there must be only one <h1>/h1 tag per page.
Images i.e the foreground images must contain a relevant alternate text.
7) Site Structure/Design : (Screaming Frog tool)
Your website should have an organized website architecture with a hierarchy format of the pages unlike a flat structure so that the users can easily navigate without any confusion.
Your website design must be in such a way that the critical content can be found easily, information available is understandable, there is a continuity between text and images etc.
8) Optimized and Updated Content :
* Your homepage should clearly describe of what you do and/or provide.
* Optimized and unique texts for few paragraphs of your website landing page is a must.
* Use fresh and updated content on a consistent basis on your web pages so that it creates further interest and easy readability for the users.
* Do not use duplicate content on several pages so that it is optimized.
* Avoid spelling or grammar mistakes on your pages.
9) Social Signals/Sharing :
Social Media is having a growing impact on search engine optimization.
Getting a set up of your website on social media can make your company or business get followed and shared easily.
Making your website content/blog pages easy to share across social media (with a share button access) is a very important measure in website audit.