Ultimate Website Audit

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When you want to invest in an online marketing campaign, particularly SEO, it is important to have a deep analysis of your website completed ahead of time so we can customize your marketing campaign for optimal results.
The Ultimate Website Audit – We’ll give your website a professional health check covering Web Design and Web Structure Analysis, Page and Link Errors, Page Title and Meta Description Issues, Back links Analysis, URL Architecting, Duplicate Content Analysis, In-depth Target Keyword Analysis, and much more! Click to view pdf

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Not your ordinary Website Audit. our Ultimate Website Audit will provide you with a professional review and analysis of your website, including its content and inbound links. Our audit covers web design and structure, page and link errors, page title and meta description issues, full backlink analysis, URL architecting, duplicate content analysis, comprehensive target keyword analysis, and much more! And no automated software but a hands on manual analysis and review for the ultimate website audit. This service is strongly recommended before starting any seo campaign for your website. When you invest in an online marketing campaign, particularly SEO, it’s critical to first do a thorough analysis of your website so any subsequent SEO campaign is optimized and customized specifically for your  site and marketing objectives. Our ultimate website audit will provide a solid basis for launching strategic marketing campaigns designed to meet and exceed your marketing goals.

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Ultimate Website Audit

What We Do

Market Research and Analysis

Market Research and Analysis

Manual and Software Driven Keyword Research Manual Keyword Mining Before launching a marketing campaign we need to know what keywords to target. A “keyword” is what we refer to as the word or phrased typed into a search engine to return search results. Utilizing a combination of software and manual filtering through the Google data, we return a full keyword report. The report not only shows keyword traffic, but also competition analysis and where the website is currently ranking in Google, Yahoo, and Bing for that particular keyword. The keywords chosen determine the direction of the entire marketing campaign, thus the extreme importance we place on keyword research. Keyword Ranking Report Keyword Rankings, or where your site is ranked in search engines for keywords, has a major impact on your web traffic, lead generation, and conversions.

Keyword Ranking Report Keyword Rankings, or where your site is ranked in search engines for keywords, has a major impact on your web traffic, lead generation, and conversions. Research shows more than 75% of all search engine users click on a result on the first page; so the higher you rank in the search engine results pages, the better your chances are of gaining more traffic. Using specialized software, the rankings of the target keywords for the website will be generated and tabulated.  The results will be used as a reference point for the initial rankings of the keywords before the marketing campaign is commenced.

Keyword Structuring The keywords chosen for the SEO campaign will be analyzed and grouped together.  When we group together keywords we will be classifying them as primary or secondary keywords.  The keywords will be grouped together based on relevancy.  The most competitive keyword of the keyword group will be the primary keyword and all others will be secondary keywords.

Ranking Analysis Each keyword will be checked to establish the baseline ranking status and determine the ranking URLs. To further determine the competition level of a keyword we manually check your keyword rankings to make sure we know where your website is currently ranking.  It is also important to manually check rankings to help us determine target URLs per keyword.

Competition Analysis We analyze the competitors per keyword you want to target.  It is important to look at the competition to gain a better understanding of the keyword competition level.

Website Structure Analysis

Website Structure Analysis

Search Engine Metrics As part of our analysis of the website, we need to be able to check Google Search Console, as well as Google Analytics. We will check to see if Google Search Console and Google Analytics are configured for the website. If there are no analytic tracking services or webmaster services configured, we will install Google Analytics and connect Google Search Console.

Sitemaps There are two types of sitemaps. One is the user sitemap which may be visible on the website helps in guiding users while the other is the XML sitemap for search engines. We are primarily concerned with the XML sitemap.  An XML sitemap is generated for use by search engines, to ensure they can send their crawler bots to all of your pages. If a search engine cannot find all of your pages, then there is no way for those pages to be indexed.  XML sitemaps are extremely important and we will make sure your sitemap is installed properly or we will make recommendations to accomplish this as part of your on-page optimization.

URL Structure Having a proper URL structure, helps users easily determine what page they are on by just looking at the URL alone. Many websites do not have a proper URL structure and simply list all pages as a direct extension off the homepage. Let’s look at an example of a company that has 5 different services.

Wrong URL structure: hompage.com hompage.com/service1 homepage.com/service2 homepage.com/service3 homepage.com/service4 homepage.com/service5

Correct URL structure: homepage.com hompage.com/service/1 homepage.com/services/2 homepage.com/service/3 homepage.com/service/4 homepage.com/service/5 The search engines can only interpret a website as well as it is built.  Having properly structured URLs is essential to ensure maximum rankability of your website.

Backlinks Report

Backlinks Report

Backlink Analysis This is basically counting the existing backlinks to the website so that we know the baseline and can be able to determine how many backlinks have been built during any SEO campaign. This will be documented to show the difference and improvement. Note: For websites with existing backlinks, there are possibilities that those backlinks will get deindexed or devalued by Google and we do not have control over that since we are not the ones who were building those existing backlinks. In these instances, please be aware that this could cause ranking fluctuations.

Report Summary and Consultation

Report Summary and Consultation

Website Audit Report Summary and Customized Guidelines When we finish analyzing your website, we will produce an easy to interpret summary report and provide this along with the rest of the audit in a zip file.  The error reports, duplicate meta report, and duplicate website content will be in a separate document inside of the zip file.  We will do our best to make the summary informative and to the point.  We understand that you do not want to sort through all the data we send over, so we will let you know all the important aspects to consider in our summary report. Within the summary, we will also provide further recommendations. Examples of these recommendations could be out the need for a missing blog to recommending a re-design of your website before starting a marketing campaign.

Keyword Consultation After performing the website audit, if we have further concerns about the keywords you want to target we will contact you and go over our concerns in a consulting session.

Web Design Analysis

Web Design Analysis

Platform There are a lot of website platforms. The website can be built using HTML, ASP, PHP or a Content Management System[CMS] like WordPress. However, not all will be SEO optimized or user-friendly.  It is important to know this first so that there’s nothing that can hinder or limit all required adjustments in the optimization process. In rare instances, the website may be built on a platform that does not allow us to perform SEO and in that situation we would be recommending to redesign the website before moving forward with SEO.

Malware Check If a website is infected with malware, then it could hinder it’s search engine rankings.  It is important to make sure the website does not have any malware installed on it because malware can infect visitors to your website as well.

Website Design General Recommendations When we analyze the website we will be looking at the design components as well.  This is not an in-depth analysis, but a light overview.  Typically it is clear if a website requires a “face-lift” in order to reduce bounce rates and increase functionality. The website should be attractive, and clearly display the purpose of the website and the nature of the products or service.  The website should also be easy to navigate.

Site Performance will be checked for page loading times. If a page loads too slowly, your visitors may leave (bounce from) your website. Google has also placed increased importance on page load speed as part of their ranking algorithm. As per Google, if your website loads too slow, it will negatively impact your rankings.  When we find a website that has a slow page load speed we will take the necessary steps to investigate. Often times it is the hosting provider but there are a number of factors that can impact page load performance.

Navigation Crawlability Main navigation is checked to know if it is crawl-able or not. Preferably, the navigation should be built in pure HTML text and not on images or JavaScript. This is mainly because it is more difficult for Google to properly interpret images or JavaScript. Since the context of the main navigation serves as the primary title of the whole category or theme, it is important that Search Engines are able to read  the text within the navigation.

Content Crawlability Content is the foundation of a page and it is important to be crawlable by Search Engines. What can hinder bots from crawling the content is when the site is made up of flash or the content is hidden by JavaScript.

Hosting Check Upon launching the site, the hosting should be checked for us to ensure the website is safe from any potential malware attacks. We can also determine if a group of sites are hosted on the same server and have the same IP address which is not preferable in terms of SEO especially when dealing within the same niches.

Troubleshooting Report

Troubleshooting Report

Broken Links Broken links are links that lead to pages that do not exist. When clicking on a broken link, the page you land on is called a 404 error page, a standard HTTP response that indicates that the requested URL doesn’t exist. What do you do when you happily surf the web and suddenly come across a 404 error? For most of us, the immediate response would be to simply leave the current site in favor of another one because both people and search engines consider broken links as unprofessional. Too many 404 errors and broken links can also have negative effects on your search engine rankings so it is important to be proactive in avoiding them to improve exposure and increase site traffic.  We will be looking for all the broken links on your website and reporting back to you what will be required to fix all of them.

404 Error Pages The 404 error page is what you see when you go to a page that does not exist. We will be checking if the page is returning the right error code which is the 404 and also checking to see if you have a custom 404 error page so your visitors do not leave your website if they run into a 404 error. A customized 404 page is essential to improving the user experience on the website.

Robots.TXT This is a txt file that is uploaded to the website and provides instructions to bots on what to crawl and not to crawl or what pages to index and what not to include in the index. This is helpful in blocking irrelevant or private pages or directories that are not part of the main informative pages of the site. We will be checking if this exists on the site and will be giving proper recommendations according to our findings.  A misplaced or misconfigured robots.txt could prevent the individual pages or even the entire website from being indexed by the search engines, so of course this is a very important step in our auditing process.

Robots Meta Tags This is another form of Robots.txt. The only difference is how they are configured for the website. This one is part of the meta tags that gives instructions to the crawlers on what pages to follow or not follow (nofollow) or index or not index (noindex). This works the same as Robots.txt but instead of being a site-wide instruction, it is a page specific instruction. We will be checking if this is already existing on the site and making sure it is configured properly.

Number of Indexed Pages vs. Actual Page Count We will be checking how many pages are already indexed in Google versus the total amount of pages. This can also help in determining what version (www or non-www) of URL is best to optimize. If your website has 500 actual pages, but Google says they have only indexed 100 pages of your website, then we need to start our detective work. It is important for Google to index 80%+ of your pages, and if they are indexing less than 80% of your pages then we need to investigate the possible cause(s).

Missing / Duplicate / Long-tail Page Titles and Meta Descriptions These are basically the parts of a meta tag group. Each page should have a unique set of meta tags since each should represent the contents of the page. We will be checking the duplicates and short meta descriptions and providing proper recommendations for improvement. Having a good meta tag will help increase the click through rate of the pages in the SERPS and increase the pages likelihood to rank higher in the search engines.

Content Analysis and Optimization Guidelines

Content Analysis and Optimization Guidelines

Duplicate Website Content Checking We will be checking your website for duplicate content and providing a duplicate content report if any exists.  If you hired someone to write your website are you 100% sure it is unique content? Many copywriters simply rewrite or blatantly copy content from other websites. It is of extreme importance to have original, unique content on your website. If we detect significant duplicate content we will require this content to be rewritten in order to ensure maximum rankability of the website.

Keyword Grouping This is where we group the target keywords that have been agreed upon into sets of 1-3 keywords which will then be designated to target pages during the URL Mapping stage.  Keywords of a given campaign are grouped based on, but not limited to, similar keywords, related terms and geo-target.

URL Mapping If an SEO campaign has 30 keywords, they will not all go on the same page.  We usually target 1 keyword on each page, with unique exceptions to the homepage.  The process of determining which page should contain certain keywords is URL mapping. Factors such as theme relevance and page rankings will come into play when URL mapping is performed. Among the target pages that are prioritized are those that are convertible and/or will catch a user’s attention, engaging them and encouraging them to interact and browse through the site. The homepage, which is the most visited page among all pages and/or posts, is always targeted.  If a page with a matching theme does not exist for certain keywords, then a new page with fresh content will have to be created.

Target URLs The Target URLs are determined during keyword URL mapping. These URLs are simply the pages we are primarily targeting with our On-Page and Off-Page optimizations. When we track the keyword rankings, these are the pages you should see ranking respective to the keywords targeted on each page.

URL Architecture Instructions This is a set of instructions or recommendations generated from the URL Structure analysis results. This contains a step by step process on what needs to be done to properly architect your URLs and what pages may need to be fixed. This also contains the instructions on how to optimize the final target pages that were identified from the analysis part of the process.

Content Instructions When we analyze your website during the URL mapping process we will determine the target page for each keyword. Once we establish the target page for each keyword we will analyze the content on that page to see if the content has enough words (100 words minimum) and also to see if the content is relevant to the keyword. Many times you do not have a page established for a particular keyword, and in this instance, we would recommend a new page creation. Most websites require a significant amount of additional content and this content can be written for you or provided by you. We will supply you with a report to show you what pages need content and what the content needs to be written about (keyword targets).

Ultimate Website Audit

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Brian Alaway
Digital Marketing & Design

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