While roaming in the SEO, Digital Marketing, Internet marketing…whatever you call it, you must have heard the terms like Site audit, website technical analysis, website review, site auditing, site analysis…and so on. Today we are going to discuss these terms. Actually they are the same. 🙂
SEO Website Analysis / audit is basically ‘Knowing the Website Thouroughly’. Gathering, collecting the information in terms of all the technical and non-technical SEO factors. Comparing the websites performance. Analysing the things that we have and not have and must have on the website. After the website analysis one would know the exact place of the business website in terms of keyword ranking, organic, referral traffic, content, social media presence, backlinks and other important elements that impacts the website in both good and bad ways.
Why is SEO Analysis necessary?
Do you really need to do the website SEO analysis before start working on it? I would say, Yes, you should. Why? Because without knowing the website status / benchmark how would you know what to improve or do on the website. E.g. If you find in analysis that Content on the website is duplicate or thin, then you would consider creating new or adding more content to the website. right?
Who Should Do the Website Analysis?
Ok, now I got the answer that, we should do it no matter what kind of business website is it. But who should do the site analysis for you. Should only experience SEO executive or Sr. SEO people do it? Or I’m a fresher/newbie, can I do it?
The answer is yes, no, may be…. 🙂 It is totally depends on the site and nature of the website. E.g. If it is a simple 5 page, local business website. Then a fresher or newbie might be able to do the analysis provided he/she has the checklist or knows what to check.
So, everyone who knows the SEO factors or search engine ranking parameters can do the website audit.
How to do SEO website analysis?
Personally, I prefer two prespectives of doing the site review.
1. Search Engine Prespective
2. User Perspective
Search Engine Prespective:
- On-page Factors
- Off-Page Factors
- Social Media Elements
- Content Optimization
- Location etc. are few.
The list of parameters includes the things that an user might see, feel or act upon.
- Call to action
- Design Changes
- Order Menu Options
- User Friendliness of the website
- Color combination of design and text
- Size of images
- Reputation of the business
Now these search engine and user perspective elements can be combined to improve further.
Once we decided on the factors that needs to be analyzed for the website, we should group them according to the priority, importance, and their role in SEO ranking and improvements.
Documentation is the best way to do the analysis. I usually group all the required SEO elements in 3 categories.
1. High Priority SEO Factors – The issues with high priority are needs to be addressed first as soon as encountered.
- Accessible to crawlers / Indexing and Crawling: Robots file, meta robots, indexed pages, etc
- Canonical Tags
- Content Duplication
- Broken URLs
- Meta tags: Title, Description, H1
2. Medium Priority SEO Factors – The medium priority issues are those, which important but can be address after the critical issues/high priority issues are resolved.
- Site speed
- Mobile site
- HTTPs vs HTTP
- Internal linking
- Image optimization
- Social media account setup
- Phone number clickables
- Additional pages
- Schema markup
- XML and User/HTML sitemap
- Call to action implementations
- Contact forms
and so on…
3. Low Priority SEO Factors – The low priority issues are the areas, which are not much important in the 1st stage but may be addressed later, or it’s fine if are delayed.
- Blog setup
- Site linked with social profiles
- Social sharing
- Customized 404 error page
- Hreflang tag implementation
- Logo linked to homepage
- W3C validation
- Nofollow on external links
and so on…
Do SEO Tools Help in SEO Analysis
Off-course, provided we should know what, which tool we should use and when. But I do not recommend to rely 100% on tools data. These are tools, which run on some coding, scripts and generate results. They can not think as a human brain can. So, human brain is the most efficient tool for SEO. That does not mean you work manually to fetch all the website URLs, LOL…. we should work smartly and hence use tools whenever required. Below are some tasks for which one should use tools.
- Technical analysis: W3C Validator, Broken Link checker, Google page insight, Mobile checking tool, Schema markup testing tools
- Content Audit: Copyscape
- Backlink: Netpeak checker, MOZ, MajesticSEO, SEMRush, etc
- SMO: Followerwonk
- Competitor: Compete
- Traffic Analysis: Google analytics, Search Console, Stat Counter, Omniture
Now, I don’t want to go deep in each and every section as I can write individual articles on that as well. So….to sum up, you should focus on both ‘Search Engine and Users’ while doing website analysis.
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