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Why do I need an SEO Audit? Performing a comprehensive SEO Audit of your website is key to understanding your market, competitors and of course making sure your website is user friendly, working to optimum efficiency and optimised correctly or organic search. Some of the reasons we do audits are for simple reasons like performance, for example waiting for a website to load, and if your site is taking too long then your potential visitors will lose patience and simply go to the next available site they see in the search engine listings. The speed of site loading is important if you want your audience to stay on your site. There is also the aspect of your site architecture, including its vertical depth (how many levels it has with regards to links category levels) as well as its horizontal breadth of categories on each level. The site architecture includes important elements which involved technical, functional and aesthetic functionality.


The idea behind keyword research is to generate a large number of keyword terms that are relevant to the given input keyword. For good SEO results, it is important to choose the most relevant keywords therefore it’s good to research keywords that have little competition and a high number of searches.

Competitive analysis will identify opportunities and threats, it is an essential component of any campaign. Without this essential research, businesses can find themselves at risk of dangerous competitive blind spots due to a lack of vigorous analysis.

Whats Included in the SEO Audit?

Quick Overview

  • Check indexed pages
  • Review number of organic landing pages
  • Search for the brand and branded terms
  • Check Google's cache for key pages
  • Mobile search for brand and key landing pages

On Page SEO

  • Title tags are optimised
  • Important pages have CTR optimized metas
  • Check for pages missing page titles and metas
  • The on-page content includes main keywords
  • Significant amount of optimised, unique content
  • The primary keyword is contained in the H1 tag
  • Images file names and alt text are optimised
  • URLs are descriptive and optimized


  • Homepage content is optimized
  • Landing pages are optimized
  • Site contains real and substantial content
  • Proper keyword targeting
  • Keyword cannibalization
  • Content to help users convert
  • Content formatting
  • Good headlines on blog posts

Duplicate Content

  • One URL for each piece of content
  • Do a search to check for duplicate content
  • Sub-domain duplicate content
  • Check for a secure version of the site
  • Check other sites owned by the company
  • Check for "print" pages

Accessibility & Indexation

  • Check the robots.txt
  • Turn off JavaScript, cookies, and CSS
  • Check for 4xx errors and 5xx errors.
  • XML sitemaps are listed in the robots.txt file
  • XML sitemaps are submitted to Google/Bing
  • Check pages for meta robots noindex tag

Architecture & Internal Linking

  • Number of links on a page
  • Vertical linking structures are in place
  • Links are in content
  • Footer links
  • Good internal anchor text
  • Check for broken links

Technical issues

  • Proper use of 301s
  • Redirects point directly to the final URL
  • Use of JavaScript
  • Use of iFrames / frames
  • Check for errors in Google Webmaster Tools
  • Canonical version of the site established

Site Speed

  • Review page load time for key pages
  • Make sure compression is enabled
  • Enable caching
  • Optimize your images for the web
  • Minify your CSS/JS/HTML
  • Optimize your images for the web


  • Review the mobile experience
  • Analytics are set up for mobile content
  • Ensure faulty mobile redirects do not exist
  • Mobile site and desktop site has proper markup

Brand Searches

It is important to check if your website is ranking well for your brand's name, so all you need to do is just search for your business name and your website should appear. If your website appears at the top of the results, then that is good news and means that your domain has built up some authority in search engine listings. On the other hand, if you don't see your website in the search results then you need to do some work, because you are losing potential clients to your competitors.

Search Engine Penalties

Unfortunatly there are no yellow cards for this, just red ones which means goodbye to your rankings once you get awarded one! If you think your website may have been penalised, there are several steps we can take to help you fix the situation. Websites can be penalised for several reasons, so we will establish what has occured and when, and carry out the work to resolve the issue.

On Page Ranking Factors - URL's

Since a URL (domain or link) is the entry point to a websites content, it's a reasonable place to begin our analysis. Consider the following questions to establish if your URL is the best one for your chosen brand or business: Is the URL user friendly? Does the URL include keywords? Is the URL using subfolders instead of subdomains? Is the URL using hyphens to separate words?


Apart from links, content is now hugely important. Search engine algorthms can even tell how the content is written, whetehr is it high quality, journalistic and engages with your audience. So this [poses a number of questions to ask yourself; does the page contain a good amount of relevant content?
Is the content appreciated by the users? Does the content contain keywords? Is the content spammy (dont write it for the search engines, write it for your users to read)? Does the content have spelling errors? Is there any duplication?


W3C offers a mark-up validator to help you find standards violations in your HTML mark-up. They also offer a CSS validator to help you check your site's CSS. This helps us to work out if the coding in your website is well-written, and if fixes are needed, we carry them out so your website is optimised for best performance for the majority of browsers.

Meta Tags

A page's title is its single most identifying feature and according to Google, the most important ranking factor. When analysing the titles across an entire domain, make sure each page has a unique title. A page's meta description doesn't explicitly act as a ranking factor, but it does affect the page's click-through rate in the search engine results. You should add social media tags, open graph tags, if you have a local business then GEO tags should be added, schema mark-up tags, as well as index, search engine and analytic tags.


When one page links to another, that link is an endorsement of the receiving page's quality. Therefore, an important part of the audit is making sure your site links to other high quality sites. Do the links point to trustworthy sites? Are the links relevant to the page's content? Do the links use relevant anchor text? Does the anchor text include targeted keywords? Are any of the links broken? Are any of the links nofollowed?

Off-Page Ranking Factors

Is your site gaining traffic? How does your site's popularity compare against similar sites? Is your site receiving backlinks from popular sites?


The trustworthiness of a website is a very subjective metric because all individuals have their own unique interpretation of trust. Untrustworthy behaviour falls into numerous categories, but for our purposes, we'll focus on malware and spam. Bulding trust is important to Google, and therefore your rankings. Your site's quality is largely determined by the quality of the sites linking to it. Thus, it is extremely important to analyse the backlink profile of your site and identify opportunities for improvement. How many unique root domains are linking to the site? What percentage of the backlinks are no-followed? Does the anchor text distribution appear natural? Are the backlinks from sites that are topically relevant? How popular/trustworthy/authoritative are the root domains that are linking to the site?


A site's authority is determined by a combination of factors (e.g., the quality and quantity of its backlinks, its popularity, its trustworthiness, etc.). Page Authority and Domain Authority. Page Authority predicts how well a specific page will perform in the search engine rankings, and Domain Authority predicts the performance for an entire domain.

Social Engagement

As the Web becomes more and more social, the success of your website depends more and more on its ability to attract social mentions and create social conversations. Although still only accounting for 8% of an average businesses new clients, some business solely rely on social media for new customers.

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