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An SEO audit is necessary to quickly identify key site errors and their subsequent correction. This process is usually performed by an SEO specialist at the beginning of a project.
Website owners often turn to contractors to conduct an audit to assess the scope of work and the qualifications of the specialist. However, this does not always lead to cooperation with an SEO specialist, so it makes no sense to spend too much time on the audit.
The main criteria for a successful audit are the speed of analysis and finding the most serious errors on the site.
Which errors are the most serious?
For an SEO audit to be effective, it is important to understand what goals the client sets for himself. It is necessary to find out which categories of the site are the most important for him.
Ideally, the customer should indicate several key categories of the site. However, if he did not do this, we must identify them ourselves.
If the customer has named priority categories, then you can proceed to collecting requests through search services, such as Wordstat from Yandex.
To simplify this process, it is useful to install the Wordstat Assistant plugin, which helps you quickly collect high-volume data and add it to your clipboard.
After this, you can move on to analyzing queries, including frequency and relevance to site topics. Checking the TOP 10 results for each query will ensure the relevance of the queries.
Site visibility is information about queries for which the site has positions. This helps to assess the overall effectiveness of the site, determine the strengths and weaknesses in its promotion.
To collect visibility data, you can use various services, such as megaindex.com and keys.so, which allow you to see the queries for which the site already has positions, as well as the frequency and pages on which these queries occur.
If the site does not rank for key queries, this may indicate problems in its optimization.
Competitors are sites that rank successfully for the same queries. One quick way to identify them is to use services like megaindex.com.
After finding competitors, you need to analyze their range, page layouts, texts and other elements. Pay attention to features that may be missing on your site, but are present on your competitors.
It's important to check the meta tags on your site to make sure they match your search terms. Particular attention should be paid to the duplication of Title, Description and H1. It is also worth checking that the meta tags fully reflect the essence of the page. For example, if a query includes the word “mountain,” then this word must be present in both the Title and H1.
Errors in meta tags can significantly affect the effectiveness of promotion. You should also evaluate the texts on the site - whether competitors have them and whether they need to be added to your site.
Checking for technical errors is an important stage of an SEO audit. To do this, you can use tools such as Yandex.Webmaster or Screaming Frog SEO Spider. These services allow you to identify errors such as broken links, incorrect redirects, problems with canonical and duplicate meta tags.
It's also important to check your site for fatal indexing errors, which can prevent search engines from indexing pages correctly.
If the site is targeted at certain regions, you need to check the availability of organization cards in Yandex.Business and Google My Business for each region where promotion is planned.
If you do not have access to these services, you can manually check the display of the site in search engines and on maps, as well as check the presence of addresses on the contact page to ensure that the settings are correct.
Upon completion of the audit, it is necessary to summarize the results, identifying all the main errors and proposing ways to correct them. To do this, a work plan is drawn up for 3-6 months, indicating specific steps to improve the SEO of the site.
A sample plan for the first month might include:
In the following months, attention is paid to creating new pages, writing meta tags and technical specifications for texts, as well as starting link building after eliminating the main technical problems.
For any questions, you can contact the SEO studio "SEO COMPUTER" by email info@seo.computer.
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