Whether you own a website or work for a brand’s website as a digital marketing guy, your mandatory job is to check your website’s health at least once in every 3 months.
The thing is, like us, even a website and a blog have life, and that must be taken care of.
For example, imagine that your website receives organic traffic that fluctuates up and down. Now, when the traffic goes up no one asks you anything, all they end up saying is “Wow”.
However, unfortunately, when the traffic drops, that becomes the danger zone for you. So, when you hit that bar, do not worry, just relax. There is a solution that will help you solve your problems.
When the traffic drops, you need to find a solution, and that comes in the form of an SEO AUDIT. It gives you all the insights and solutions for an organic traffic drop.
In the layman language, an SEO Audit is about finding out why & what are the good and problematic reasons & causes for your website’s current performance. By doing this you can generate ideas & suggestions that improve the free traffic.
As you know, SEO is a great way to generate organic traffic. To make your website SEO friendly follow the google guidelines, thereby giving the best information to your readers.
Get more information on Guide to learn SEO easily
To maintain this balance keep an eye on and analyze your website elements: The below-mentioned points are important for understanding how the SEO audit functions, please make a note.
- Technical elements
So, without any further delays, let’s get to know how to perform an SEO audit.
( Note: This guide works for any type of website, be it E-commerce, Information or blogs)
If you are a beginner or on a new job related to the field of SEO. There are chances employers would ask you to perform an SEO audit on websites ( This was what I was asked to do during my second job interview. They gave me 1 days time to perform an audit and bring out all the suggestions to improve organic traffic)
First, let’s start with the Technical analysis, what are the elements you should check-up on?
- Website loading time
- Robots .txt
- 301 Redirects
- Mobile compatibility
- Schema markup codes
Don’t worry, an SEO technical analysis doesn’t require a tech guy, phew!
You can do this by using simple tools. Just keep in mind that almost 80% of the SEO audit can be done with the help of free SEO tools that are available online. Going ahead in this blog, I will elaborate on all the tools that are available and show you how to use them.
Page Loading time :
The time that your web page takes to load is very important, ideally, 3 seconds is considered the best!
The more time the web page takes to load, the more the user will have to wait. This can make the user impatient and he may choose to leave the page. Secondly, the loading time is an important factor considered by Google while ranking positions.
To find the loading time of the web page we have two free tools:
Google page speed insights tool is an authorized free tool from google.
In the above image, in the white box enter your website URL and click on analyze, this tool gives the loading time of the web page information.
You can analyze the data in both the versions mobile and desktop by clicking on them.
Once you get the details of the loading time and the issues affecting its speed, copy the analyzed data and give it to a tech person to fix the issues.
This is one of the best free tools you can use to analyze your page speed in details also you can set your location.
By default, when you are not signed in on this gtmetrxi tool, the location shows Canada. I suggest that you to login since it is absolutely free of cost! Under the URL analyze box you can see location change, so select your country and run the test.
Yes, we love for Google bots to come, crawl and index our pages, but not all the pages on your website need to be indexed. Pages such as login, thank you and form-filling pages are pointless to get indexed, this wastes the search engine’s crawl bandwidth.
So, Robots.txt is the place where you can instruct Google what not to crawl, is like the main entrance to the website.
Type in the address bar of website domain/robots.txt
But replace “example.com” with your domain
Check whether any URLs are blocked unnecessarily and inform to your tech guy to remove them.
You find this robots.txt interface in website authorized Google search console.
This is a place we instruct google to crawl and index our business URLs, opposite to robots
Type in the address bar of the website: domain/sitemap.xml
Please replace “example.com” with your domain.
Make sure robots and sitemap DO NOT contain the same site URLs if this happens it means something wrong with SEO, and it needs to be fixed.
Eg: You have a URL “example.com/contact-us” in the sitemap and at the same time this URL also present in Robots.txt, then you NEED to fix it.
This means you are instructing Google to crawl the page but also blocking it from doing it at the same time, thereby confusing it all together.
You find this sitemap interface in website authorized Google search console.
Here we have 301 or permanent redirection. It means redirecting a user and search engines from one page to another page.
Now, you are free to ask me, what is the purpose of 301 redirects and when do we use this option?
Use this when:
-You are changing your brand name, say from Http to https
-Changing the URL structure or rewriting.
-404 or broken pages:
-If there is a duplicate content page ( canonicalization also can be used depends on your requirement ).
You can fix 301 redirects yourself by using free plugins if it is a CMS (content management system) platform without tech guy’s help.
Tip: Using a free tool called screaming frog you can find all the website 301 redirects.
Or else this video will help you to clearly understand how this tool will crawl your website and fetch data.
Mobile Compatibility :
The entire world is in your mobile now and everything happens with a single click. If your website does not have a mobile version, you are losing out on traffic. Stats says that 60% of the traffic these days is through mobiles and this is estimated to go up to 80% in the coming years.
Additionally, google considers mobile responsiveness as one of the factors while allotting ranks.
Google has a free tool mobile friendly to check the mobile-friendliness of your website.
Enter your URL in the box and click on text URL.
So I am showing my blog details which are mobile-friendly and with no loading issues.
If in can you are seeing issues to your web, inform tech team immediately to fix the issues.
Schema Markup code :
This is a slightly advanced technology used in SEO, it was started in 2015 to improve CTR (Click Through Rate).
Schema markup is the code is something that you can add to your HTML. This helps the search engines to understand what your content is about and present it to the user.
For example, you type any query regarding find any local.
You could see the star rating and reviews displayed very distinctively when a user sees these rating chances tend to click on the URL more compared to yelp above one.
This helps you to get more organic traffic even in high competition.
[Note: I suggest you update schema markup at least to all your top ten keywords triggering pages because we update the schema to standalone page wise not for overall website]
Schema is the collaboration between the search engines Google, Yahoo, Bing & Yandex.
The web page with schema chances to get more clicks to compare to the page without.
We have a different type of schema tags based on your business requirement: Let’s see a few significant ones:
and many more
Now, let’s try and find out whether a web page is updated with schema markup, if yes, then what type?
A Google free tool called structured data testing tool can be used to find out what type of markup a page is updated.
We can do this in two ways. One is through “fetching URL “and the other is by using the code “snippet”.I recommend you to use URL fetching, is very easy to use.
Next, Past the page URL in the box that you want to test and click Run Test.
Now, you can see a few items that are detected and mentioned on the right-hand side of the screen. This will tell us what scheme marks ups are currently in use and whether they have any errors.
Now can you think about how to generate this schema markup code? No? Check this:
Filed marked in red is the drop-down box you can select your required schema type.
On-Page Analysis :
On-page optimization is the soul of SEO with the combination of the elements :
- Page title (H1)
- Meta title
- Meta description
If something goes wrong with these then you are sure to mess up your SEO, so make sure no duplicates, no missing, crossing of characters or lesser characters than the word limit set by google guidelines is present.
Use the free tool called Screaming Frog to get entire data till 500 URLs.
Download the data clicking on import, you get crystal clear data of all the SEO on-page elements
Note: Please analyze page wise data, that’s for SEO, and not for the entire website.
Off-page Analysis :
We can call this, Off-page SEO or backlinking. Quality links improve your website authority and at the same time spam links kill your brand online authority.
A very popular free tool called Ubersuggest owned by Neilpatel gives you the entire link’s data. Now your job is to find all spam links. Consider this based on the relevance and domain authority, then you have to think logically and proceed ahead.
Note: If linking Domain Authority is lesser than that does not mean that it is a spam link. Quality is what matters, not the quantity.
Please disavow the spam links using disavow free tool; it is a part of the google search console.
Content Analysis :
Content is the king of SEO, so this content should not be copied from your competitors or duplicated.
Do not stuff the content with keywords, Google will penalize you.
Give value to your user, use perfect keywords analysis to rank in search engine.
Use free small SEO tools or Copyscape to find your duplicate content, and rewrite them.
Competition Analysis :
One should always stay ahead of the market, it’s vital to keep an eye on your competitors to plan your strategy.
It is important to know what type of keywords are being used and rank top on search engines.
Additionally, check for backlinks, you need to know much organic traffic are your competitors get.
Lastly, use Ubbersuggest to do a competitor analysis and spy on them.
SEO Audit is vital for your company. It helps your business thrive.
Another piece of advice, even though it takes lots of time and effort SEO is the future, so give it all you have got!
Also, it is very important to update your SEO trends or you will have tough competition.
Hope this piece of content was helpful and provided you with the required information.
Let me know in the comments section in case of any doubts or suggestions.