How we conduct an SEO review

When it comes to your business, how your website performs can make or break your brand. If you want to drive traffic to your site and expand your reach, you need to start with an SEO website audit. This first step is essential for all good digital marketing strategies. Without, you cannot identify gaping website errors and work to enhance the user experience. Basically, your customers will leave in their droves.

Why do I need a review?

Trust us, you do. In general terms, an SEO site audit will look at how well you perform compared to your competitors, and what you can do to get on top. Analysing the likes of site speed, keyword strategy and link building tips, you can begin to implement a plan to get on that all-important first page on Google and in front of your consumers. In number terms, 67% of all clicks on the SERPs are for the top five listings. It starts to look a little grim when you get further down the page, with results stating 95% of all traffic is spent on the first page of Google. If you’re not on that first page, you’re sharing 5% with other competitors and the rest of the world. If you don’t get a search engine marketing plan and audit sorted soon, you risk losing valued consumers.

When it comes to our SEO audit service, we can split it down into five basic steps: 

Step 1: Big issues

First things first, we need to assess the big issues and know what we are dealing with. We’ll crawl your entire website to identify any areas that keep us digital marketers up at night. We utilise the likes of Pingdom and GT Metrix to measure the speed and look for solutions. For instance, the tools will provide information on any bottlenecks and provide a good picture as to how long your website is taking to load. We know customers are fickle, and they won’t wait around for long.

When it comes to improving website speed, we will advise on the likes of:

  • Minimising redirects
  • Combine external javascripts as merging the files can make rendering quicker
  • Minimise request size
  • Combine images by using CSS spirits
  • Place site on a content delivery network, meaning your customers are served data from their nearest location
Google Search Console

Dashboard errors

Dashboard errors can cause significant problems on your site. We’ll look for DNS errors (Domain Name System) as part of our SEO audit service. Essentially, this errors means the Googlebot cannot connect to your domain. Therefore, neither can your customers.

Server connectivity

A technical SEO audit is essential if your site is having trouble connecting to your server, thus timing out. We’re all busy, and we’ll only wait so long – you need immediate help. A one-off issue may not be much cause for concern, but repeated issues scream more trouble ahead.

Robots.txt fetch

An SEO review will take into account whether the Googlebot can retrieve your robots.txt file. It’s an easy fix – one that a developer can create and upload to the root of your server.

Crawl rate

When we are crawling pages as part of a technical SEO audit, we like to see a steady increase. Any heavy drops in pages crawled per day and kilobytes downloaded per day may mean we are looking at a broader issue. Both charts for each should look similar. Lastly, time spent downloading a page should be pretty consistent, unless there was ever a slow server at some point.

Sitemap

Analysing the sitemap indicates whether indexing is the root cause of any issues. If you have a large number of URLs submitted, but only a few indexed – there’s a problem. An SEO website audit will look to measure the figures. You may need to revisit your sitemap structure if you do not have a sitemap index, with smaller sitemap files, meaning you cannot identify which files/categories are not getting indexed.

Step 2: Product filters/AMP

Product filters and structured data is only necessary for those with a large number of products. If you specialise in, for example, 10 niche products – structure data may not benefit your site. However, this will all be included as part of an SEO site audit. Structured data does, however, help Google to identify information for your local Google My Business card. For instance, it will include your social media accounts, making it easy for your consumers to reach your team.

AMP

AMP or accelerated mobile pages means websites load almost instantaneously, providing a more user-friendly experience on mobile. An average of 67% of users worldwide access websites through their device, but conversions for mobile still falls significantly below that of desktop. Therefore, the likes of eBay are utilising AMP to get consumers on the site. We’ve got more info on the benefits, and whether Google determines it as a ranking factor here.

Step 3: Content marketing

When it comes to a technical SEO audit, content marketing is intrinsic to the success of your brand. As part of a content marketing strategy, you need to research keywords and analyse your competitors. By doing so, you can identify content gaps in the market and look to fill them.

Keyword research

Keyword research

If you don’t know the buying terms within your industry, you’ve got nowhere to start. As mentioned above, consumers don’t tend to go further than the first page, so you need to be at the top of the SERPs for that particular term. When producing content, we’ll always use keyword research tools to ensure the content is optimised and performing how it should. For instance, the likes of SEMrush, Ahrefs and Keywords Explorer are our greatest friends.

Blog

Do you have a blog? How often do you post? Are your articles relevant to your industry? If you have a blog with a regular posting schedule, you can begin to rank for more long-tail keyword and further boost your products through the likes of internal links from the blog. Examples of blog ideas include new product descriptions, industry news, company events or even brand spotlights.

Video content

As the industry evolves, so do your consumers. Video is one of the latest trends to emerge from digital marketing. To put it in perspective, more video content is uploaded in 30 days than the major U.S television networks have created in 30 years. We suggest looking into video for the purposes of your content – especially if you boast a range of creative products. Video will also help for outreach purposes, also providing content for your social media platforms.

Other tools

The likes of Google Trends can also provide insights into the most popular topics for your industry, and even the peaks when they are most searched by your ideal consumers.

Step 4: Digital PR

Digital PR and content marketing come as a a package, essentially. You can’t do one without the other. It’s all well and good producing brilliant content and posting on your blog, but you need people to see it. Good link building will get you on relevant sites and in front of the correct audience. Our SEO audit services look at:

  • Building the basics: placing your brand in directories
  • Sourcing brand mentions and obtaining a link back to your site
  • Communicating with your stockists and suppliers to gain links
  • Blogger collaborations
  • Press releases for new products etc.
  • Content placement on high DA sites
  • Answering media requests

Step 5: Local SEO

For smaller sized businesses, starting local provides the foundations for international domination. An SEO review will identify the local keywords to rank for – such as ‘Newcastle cake company’ – and look to locally optimise your site. For instance, our SEO review will take into account Meta Titles, and the benefits of adding a location to the specific page. It may also be worth looking at adding a location page, detailing all of the cities your company operates in. Your Google My Business card must also be up-to-date, providing your consumers with all info on your brands: contact details, opening times, peak hours, future events and even blog posts.

If you would like to discuss what our SEO agency can do for you and discuss an SEO site audit, just fill in the form below.

Lauren Green
Lauren Green

Lauren has over three years experience in copywriting and producing content for the web, having worked in the digital marketing industry since graduation. With her degree in Journalism under her belt, Lauren is responsible for producing innovative and exciting copy, alongside content marketing strategies for Flow.

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