An SEO audit is an important step in website optimization, which helps identify weaknesses and areas for improvement. However, in order for it to be effective and bring maximum benefit to the client, it is important to take into account his goals and expectations. In this article, we will look at the right approach to conducting SEO audits, taking into account the needs of the customer.
Technical recommendations are important for SEO specialists; the client only needs to demonstrate the profit from their implementation. In an audit, it is important to use metrics that will be clear to the client:
- If search rankings are low, show the potential traffic that can be gained by optimizing pages that are not in the top. Explain which queries need to be improved to improve rankings.
- Use conversion data, if available, to calculate the expected impact of improving your search rankings.
- Compare the cost of paid traffic with organic traffic. By demonstrating the benefits of SEO, you will demonstrate the cost benefit of implementing the change.
- Use well-optimized and weak pages to show your client how much traffic and revenue is lost due to SEO issues such as query cannibalization or misplaced keywords.
Causes and solutions
In an audit, it is important not only to identify problems, but also to provide the client with clear reasons for their occurrence, as well as suggest solutions. Technical recommendations should be supported by explanations and examples.
- Aim to segment pages in your audit by type based on their role on the site to make it easier to determine which pages require the most attention.
- Evaluate the list of required actions to resolve the issues based on the priorities of each page segment. This will help you solve the most important tasks faster and more efficiently.
- Describe the ideal state for each page type, clearly demonstrating issues with screenshots, and provide recommendations for improvement.
- If possible, include how each issue impacts rankings, traffic, or conversions. The more specifically the effect of correcting errors is described, the clearer it will be for the client.
- Support your recommendations with official search engine guidelines, for example, as Google or Yandex advises. This will add weight to your recommendations and show that you are following current practices.
- Give examples of competitors who successfully cope with similar tasks. This will help the client understand how fixing the issues will impact their search success.
If you have any questions about conducting an SEO audit or would like to discuss an optimization strategy, write to the SEO studio "SEO COMPUTER". We are ready to help with any SEO related questions.
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