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Today we’ll talk about how to conduct an SEO audit of a website so that it will help you not only identify your competitor’s weaknesses, but also convince the client to switch to you. Often, an audit is an excellent tool to not only improve a website, but also to clearly show the client his mistakes, thereby effectively “winning” his trust.
The first thing you should do is check the uniqueness of the texts on the site pages. It often happens that sites contain non-unique texts, and search engines respond poorly to duplicates.
To do this, just take a piece of text and paste it into a search engine. If you see that this text appears on other pages, this is already a signal for a problem. Duplicate materials can negatively affect a site's rankings, especially if they do not appear on the first page of a search. Be sure to take a screenshot describing why this is a serious problem.
When one business uses multiple websites to grab search rankings, it is called affiliate marketing. Such sites break the rules and are unlikely to bring long-term success.
You can search for affiliates by contact information - phone, mail or address. If you find several sites with the same data, this is already a good argument for showing the client that his current contractor is not engaged in entirely honest promotion.
One of the simplest but most effective ways to conduct an audit is to use special tools to find technical errors on the site.
These errors can be quickly downloaded using programs such as SEO spiders. Don't show the client all the errors, but leave only a few key ones to demonstrate the importance of the corrections.
Check the presence of the robots.txt file on the site and its correct configuration. Very often it has errors, especially if it is not configured for mobile devices or search engines. Make sure all images, CSS and JavaScript are open for indexing, otherwise search engines may not index the site well.
Check that the Sitemap.xml file is available and up-to-date. It is also important to make sure that the date of the last update is indicated and the lastmod tag is included. This will help search engines index the site faster.
Check your site's loading speed using various online services. It is especially important to evaluate speed on mobile devices. If a site loads slowly, this will negatively affect its position in search results.
Check how mobile-friendly the site is. This is a critical aspect as Google and other search engines increasingly focus on how a website looks and works on smartphones.
Use mobile compatibility testing services to ensure that your site displays correctly on different devices.
Check whether redirects are configured from versions of pages without www to pages with www, and whether pages with slashes are added to the URL are duplicated. These are important points that can affect SEO optimization.
Make sure your site is set to the correct region as this helps search engines better localize your site and serve it to users in the correct geographic area.
This is a more subjective point, and here you can rely on your knowledge in the field of user experience and commercial optimization of the site. It is important that your proposals are supported by facts and justification so that the client cannot easily refute your comments.
An SEO audit is a powerful tool for identifying weaknesses on a competitor’s website. If you can competently present the audit results, demonstrating real flaws and arguments, this will help you not only win the client’s trust, but also win him over.
If you have questions about SEO, you can contact the SEO studio "SEO COMPUTER" for any question by email info@seo.computer.
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