Know what our experts think about auditing a website. Here are their top tips!
“Don’t do it all by yourself! There is a certain degree of credibility and accomplishment when manually auditing a website, but it’s not the best use of your time to do the whole thing with your own two hands. In the world of SEO, it’s ok to lean on resources, like Raven, ScreamingFrog or SEMrush, that will help you with the highly technical back-end portions of the audit. Take advantage of the tools you have for a timely and (still) effective website audit.”
Alexa Kurtz, www.webtekcc.com
“When auditing your website, grouping or “segmenting” your pages by type and function is one of the most helpful things you can do to understand global site performance and how to adjust it. Segmenting a website lets you look at audit data from the right point of view to answer questions like: are there trends in traffic or quality based on the type of page? Do key product pages get overlooked in favor of certain minor ones? Does your blog outperform your most important conversion pages? Is Google spending so much time crawling expired resources that it’s missing your newest publications?”
Rebecca Berbel, www.oncrawl.com
“Most people these days when auditing sites look at a lot of the technical aspects of SEO, such as speed, site structure, keywords density, TF-IDF and what have you. All of which are important aspects. I’ll not delve into those because I’m sure these will be covered by most people
But one of the things which I also look at when auditing a website and it’s money pages are the “human aspects” of the content. For example, is the content structured in a readable way? Is the intro a good hook for the rest of the article? Is the article mitigating any concerns the user might have? Is there good social proof and testimonials, to ensure that the user is comfortable with the “buy”? Are there some good (but short) videos, to increase dwell time on the page? Are there enough calls to action to take the user to the desired result?
Such questions, and whether the pages are catering for them are as critical as the technical aspects…and if they are overlooked as part of a full audit, could lead to a site that is “technically” optimized, but not as optimized for human consumption.
A website that has been audited, then optimized for both technical and human aspects, on the other hand, is well on the way to success.”
David Attard, www.collectiveray.com
“Make sure you have a trusted site auditor tool on your side. Deepcrawl, for example, is a helpful site crawler that delivers results on HTML page titles, 404 errors, missing H1’s, duplicate pages, and more. The trick here is to identify the low hanging fruit. These are problems that are easy to spot, easy to fix, and can make an immediate impact on your website.
Stick to what you know and take steps to improve in those areas. No website is 100% perfect, so make a list, delegate tasks, and make annotations in Google Analytics once those tasks are complete. Doing so will allow you to attribute any changes in your rankings to work completed. You will learn what helps move the needle!”
Mark Woodcock, www.bigfootdigital.co.uk
“Internal 301 redirects, missing headers, and toxic/non-industry backlinks are three common problems with fairly simple solutions.
We use Screaming Frog to identify Internal 301 Redirects and update any redirects to point directly to the appropriate landing page.
Headers can affect the way Google quantifies your website. There’s no excuse for empty H2 headers. I use the SEOQuake plugin for this often because it is convenient and easy.
We use Serped.net to view Majestic data about existing backlinks. Here we examine the Industry of the Referring Website. There can be negative consequences to having too many backlinks outside of the client’s industry vertical. In some cases, we create a disavow file and submit it to Google.”
Christian Amacker, oneclickseo.agency
“If we could only choose one thing to improve on any website, we would choose page speed. We believe that this is a massive ranking factor and with mobile searches being the majority of searches, this is crucial. We implemented AMP on one of our sites and within a few days, this was top for the desired keyword, in a competitive industry with over 1,000 searches per month.”
Billy Foulkes, wild-fire.co.uk
“I’ve audited hundreds of websites and I know it’s really hard to give just one tip. You need to check many parameters and analyze the basics to be sure that you can move on to more advanced ideas.
One of these advanced tips is to utilize the synergy of a crawl and the Google Search Console data. Last time, it took me only three hours to increase organic traffic to one of my websites by 20%. I filled title tags, headings and content with keywords I already ranked for (data from GSC), but didn’t have in meta tags nor content (data from Pulno crawl). Adding these missing keywords increased my positions and CTRs and resulted in additional traffic. Following these steps is bound to do the same for your positions.”
Jacek Wieczorek, www.pulno.com
“First of all use site: yoursite.com and check the indexation. Very often you can find big problems by just checking this. Many times subdomains that are either used for website development or testing are indexed. You can also notice pages that should ordinarily not have been indexed appearing here. To avoid such problems use a meta robots tag noindex, nofollow for all pages that have to be blocked (Preferred) OR block these pages in robots.txt
The second thing to check is using a redirect checking tool like http://redirectcheck.com (or manually) and check https://www.mysite.com and https://mysite.com . Repeat the process for http versions. Make sure that all versions are redirected to the preferred version of the URL.
This is specially important if you have a multisite (or multistore) targeting several countries each with their own domain and sharing a common database. If you have not configured the website properly then the www (or non www version) of all domains other than the first (or default) will get redirected to the default domain e.g. www.mysite.ca will redirect to www.mysite.us in many such content management systems and e-commerce platforms.
For example, the Prestashop documentation advises creating two URLs for each store: one with the “www.”, one without it. Otherwise, customers trying to access your secondary store without the “www.” in the URL will be redirected to your main store.”
Joseph de Souza, www.infosolutionsgoa.com
“The PPC Geeks are a team of Google Ads specialists that cover all areas of Pay Per Click marketing to get their clients the maximum ROI (return on investment). They offer a Free Google Ads Audit. Why do you want a Free Audit? The Free Google Ads Audit will help highlight where you could stop wastage of spend, and help highlight areas that will create a greater ROAS (return on ads spend). This means you can improve the results you get almost straight away! You can get yours here today at https://ppcgeeks.co.uk/free-google-ads-audit/
Best Free PPC Audit PPC Geeks top tips for auditing a website: Fast or slow – your decision: Your page load speed has to be one of the most important areas to focus on and one of the easiest to remedy, there are many really good ‘page size’ and ‘page load speed checkers’, page speed is a ranking factor in the SREPS and Google Ads (quality score). We here at the PPC Geeks see a lot of company’s websites that are slow to load (increasing bounce rate and offering a poor user experience), a lot of ‘junk code’ can usually be cleared out of many website pages, images can be reduced in size to help make the page load faster, two of our favorites page speed checkers are: https://developers.google.com/speed/pagespeed/insights/
Be customer-centric: the design and focus you employ on utilizing the latest techniques in CRO (conversion rate optimization) will glean you better results than most other areas in the short term. We are Google Ads and PPC (pay per click) specialists and as such we need to make sure as many of the paid-for clicks convert, these same practices can (and should) be rolled out to more than just ‘squeeze/landing pages’, one of our favorite free landing page checkers is Unbounces. Improving your customer journey will see you convert more traffic both organically and paid (PPC) for traffic: https://unbounce.com/landing-page-analyzer/
Recommendations: Social signals, we recommend all of our PPC partners focus on collecting customer reviews, collecting these will help convert more customers in the future. Displaying good quality and in-depth reviews on your business/products/service will help convert more customers in the future. Making sure that your current clients are helping close more by describing your service and their experience will help you see a large step change within your business:
Dan Trotter, ppcgeeks.co.uk
“The best way to audit your website’s SEO is via Google’s SERP. I firmly believe how beautifully your website listing appears on SERP the better the chance to rank. That’s a bang on to get started with rankings.
Follow this step: If you write site:yoursitename.com “Your Keyword” on Google search bar and your domain name shows up in the search result with the respective keyword searched for, that means you have done the on-page optimization in the right way for that keyword on the respective page. This means the page is well-indexed on Google for the keyword that you want to rank. If it says no results found you will have to optimize that keyword on one of the pages of your domain to at least get started with indexing, and only then proceed with the process to rank.”
Thomas Olivera, www.webignito.com
“For us, the top tool/tip in auditing a website is Google Chrome and Inspect Element, primarily the Network tab. From here, we can see every call being made through the website, all stylesheets, jquery, images and external scripts. We can review total size of the page, speed and potential issues in the website. Since we monitor a lot of WordPress sites, we still dozens of fonts loading, multiple instances of jQuery and additional scripts that slow down sites. Speed is a big concern for websites. Once the technical review has been completed, speed and the Network review are near the top of our list. Lighthouse, under the Audits in the DevTools (Inspect Element) is a great starting point to see just what’s involved with a particular page.
Our favorite tool in website audits is ScreamingFrog.co.uk, and when you hook Analytics, Search Console, and ahrefs, you get a fairly good lay of the land. ahrefs is our favorite online tool for so many reasons; Keywords, Competition, Site/Page Audit, history etc.”
Conor Treacy, www.bigredseo.com
“My top tip for auditing a website is to see if the site has the following element:
– Address your target audience’s pain points/problems
– Provide solutions to solve those problems and a strong USP (unique selling proposition)
– Your credibility (credential, social proof, testimonials, etc)
– Your offer
– A clear call to action”
Mary Wang, www.noahdigital.ca
“So first off, never forget the fundamentals. You never know when your clients’ dev will randomly decide to deindex half the site or delete all your work without thinking. From there I like to look at top 20%, or 5% for a big site, and really drill down into specific reasons why their site is failing compared to competitors. You can extrapolate the macro from here, and usually, if you can triple traffic here it’s all that actually matters.”
Shaheren P. Adibi, webupon.com
“Because our work is focused on SEO, the number one tip I can provide in that context is to understand how Google is crawling and interpreting a site. This can certainly be approached in many ways, but the idea is firmly to understand the answers to some of the following questions: Is the site is being indexed properly? Are the preferred URLs ranking? Are there duplicate content issues? Crawl errors? Anything obvious that could be hindering the site’s ability to rank? Many of these questions can be answered with a simple crawl report, a “site:domain.com” search, and other simple processes.”
Tyler Tafelsky, www.captivateseo.com
“In terms of traffic and SEO when we check partners’ websites we are looking for the traffic that they receive from referrals and based on that we see if there are any chances for us to be part of those referrals websites. In terms of UX, we are looking if the website has user-friendly menu navigation which should be synchronized with the SEO Category/subcategory structure of the links. In this way, you make sure your content is accessible for the users and also for Google, Bing, Yahoo bots.”
Alex Paduraru, www.creative-tim.com
“Running an audit for a website has many layers in order to be properly executed. Those layers include crawling a website with tools such as Screaming Frog or SEMRush, checking server logs, analyzing content and site architecture, and most importantly, checking for optimal UX. However, none of these details will matter if you don’t have a baseline of current status. Make sure you pull current reports with GA properly running for at least a month — and pull all site URL metrics with a tool like Ahrefs. My #1 tip is to be organized with all your data!”
Dario Zadro, zadroweb.com
“Focus on usability and accessibility. We need to ensure that people with all abilities can use the website and reach their goals. So our typical process of audit looks like this – we state a goal (i.e. purchase a product on eCommerce website) and then we use analytics to create a general user flow that visitors follow when they want to complete this goal (i.e. a typical process that customers follow when they purchase a particular type of product). Then, we go through this flow and track all issues that visitors face. We prioritize all issues based on the level of importance.”
“Auditing a website is a process of examining the overall performance prior to a website redesign or running an SEO campaign. It helps you prioritize what to optimize first in order to achieve your traffic or conversation goals.
Conducting a website audit can help improve your overall SEO rankings in the SERPs and increase performance in terms of conversion and ROI.
Using audit tools will help you understand the state of your site. I use Screaming Frog, Google Analytics, Google Webmaster Tools, Google Search Console, Ahrefs & HubSpot Website Grader for auditing websites.
Here’s my top tip for auditing a website:
1. Choose the right premium website audit tools.
2. Scan your site URL through the Site Audit Tool
3. Look for common technical errors
4. Analyze common issues identified in an SEO audit
5. Analyze Web design and UX to improve user experience
6. Assess Website Content
7. Generate a Checklist of All Site Issues
Once you’ve generated the site issues’ checklist, categorize the issues
into the following parts:
a. Technical Audit
b. On-Page SEO Audit
c. Off-Page SEO Audit
d. User Experience Audit
e. Content Strategy Audit
In each of the above items, there are tens of questions you need to ask and I usually use a Website Audit Template that helps answer each of these questions. Try and fix these issues by yourself or hire a freelance web developer or SEO expert to help you fix them.”
Ndifrke Atauyo, www.bestsoftnigeria.biz
“A quick way to have an impact is by looking at the indexed title and meta descriptions by doing a site command on Google. This is especially true if you’re also doing a keyword-focused PPC campaign because you can use your best performing ad copy as a basis for the best possible title and meta descriptions. Check titles and meta to make sure they aren’t getting cut off or aren’t too short, they have a strong call to action, and they are related to the page they are on.”
Danny Shepherd, titangrowth.com
“The most important thing we do for an SEO audit is to make sure that the messaging on their site matches how they actually plan to monetize their product or service. Although this is less clear cut than many of the more technical aspects of a site audit, it is by far the most important. For example, if a client who sells very high-end watches, they should use keywords (and rank for those terms) like “best”, “top”, “high quality”, etc. However, they may be using terms like “cheap”, “discounted”, or “value” instead.
If they are ranking for terms related to watches, but not longer tail keywords that actually address the user’s search intent, all SEO and rankings are basically lost. The reason there is no value in what appears to be a similar intent keyword is that the person looking for a deal on a cheap watch on sale is very different from the one looking for a rare, hand-made watch at any price and they will leave the website immediately if it isn’t what they expect.”
Ivan Reed, suncityadvising.com
“There are countless free tools to audit a website, and they are decently good. You can pick any.
But as digital marketing – or SEO in specific – inches closer to User Experience Optimization, we must ALSO audit a site on UX parameters. And this is something many tools fail at.
A simple solution here is to browse your site as a visitor and see how good your experience is. Is the font too small? Are the navigations hidden? Is the theme of the site too bright? Are CTA buttons closely squeezed in? Is the scrolling not smooth?
Another way to go about it is to ask your friends to browse your site and give you their experience.
Remember, your site might be SEO-friendly. It might not be UX-optimized. And it’s a BIG red today.”
Asif Ali, www.spelloutmarketing.com
“This tip is based on the assumption and likelihood that the website we are auditing has (1) a group of hopeless, underperforming pages that are bloating the index and should be removed, and (2) other underperforming pages with lots of potential for more traffic.
So then we approach this in a 2-step process:
Content pruning — in this step, we classify all pages that have received little to no organic search traffic over the past year and have zero inbound links (i.e. no SEO value). We will remove these pages from the index by placing a ‘noindex’ tag on them and removing them from sitemaps. For the purpose of this exercise, we’ll put them into a ‘de-indexation sitemap’ temporarily so that we can monitor their deindexation within Google Search Console. We have to also redirect all internal links pointing to these pages so as not to waste internal link juice.
Content optimization — for the pages that survive pruning, we will determine which ones to re-optimize based on combination of (1) large impression count, (2) avg ranking below the fold on page 1, and (3) underperforming clicks/CTR relative to the average CTR curve.
Optimization usually breaks down into:
– Jazzing up the title tag and meta description to boost CTR
– Reformatting the post to bring it more in line with searcher intent for the primary keyword
– Creating internal links pointing to the page (can possibly re-point the internal links from the pruned pages to these pages).”
Paris Childress, hop-online.com
“In regards to our top tips when it comes to auditing your website.
I would say website speed. A lot of people run speed tests on their homepage, but not many people test all pages of their website. Some of their internal or categories pages can be super slow and with most audit software just testing the homepage you can sometimes miss out on some super sluggish pages.
This is probably the thing I see missed most.”
Andrew Thorn, www.digitalmaas.com
“Make sure your site is connected to the Google Search Console and your sitemap is being indexed properly.”
Matt McComas, centerstreetdigital.com
“Auditing a website. Knowing where you stand in any particular matter, has a great deal to do with who is standing around you.
When it comes to auditing a website for SEO purposes, one of the first places I start is SEMRush. No doubt there are other tools that can be very helpful examining the inner workings of any particular website, But the point I would like to make here, about starting on the outside of a site, is that you may have all your i’s dotted
And your t’s crossed from an on-site or on-page SEO perspective but at the end of the day, it really is how well you
Stack up against those with whom you compete.
Things such as what keywords are important to you can easily be discovered by finding out what your main competition is ranking for, that you could similarly benefit from. With SEMRush and their nifty toolbox of data-crunching tools, you can conduct your keyword research, in a way that tools such as Google’s Keyword Planner (formerly the Keyword Tool), could never really compete with.
That being said, SEMRush has access to and utilizes Google’s dataset and that is super powerful. There are some other tools that can help in this arena, such as Ahref’s and Majestic, each with a different slant on the analysis game, but my go-to is and has been SEMRush for a good number of years now.
Being able to see, what competition you really have, not just who you think you have, but who is really out there ranking for keywords you could benefit from, is truly valuable. At the same time, you are able to see what else they are ranking for, the actual CPC value of those keywords, if you had to pay Google for them and a whole lot more.
So definitely dive in and examine the inner workings of a site, but make sure your auditing covers the bigger picture outside of the site itself, to drive true value back to your customer.”
Greg Gillespie, heliumseo.com.au
“I’m happy to share my top 3 tips for auditing any website.
Please have a look at the most important points here.
1. You need to choose the right site audit tool first.
The site audit tools help you to find:
If you have any technical problems
You can find on-page and off-page SEO issues
Help you to get internal or external broken links
Easy to find duplicate content from your site
You will get page errors, page load speed issues, and pages blocked by robots.txt
You can generate a checklist for those all problems to fix
2. Find Technical Errors:
List of technical errors you can find:
XML sitemap status
Site and page load times
3. Identify SEO Problems
Image alt text
Analytics code missing
H2, H3 tags
Internal links and anchor text errors”
Prasenjit Dutta Chowdhury, www.copyproblogger.com
“When auditing a website, the most important element to look at is content. Nowadays, no site owner can afford to have poor quality content on their website and then expect it to have higher SERPs. During your audit, see if the site content is answering the users’ questions and if the content is up to date without any keyword stuffing. It is crucial to check a site’s content with regards to user experience as Google now prefers content that is actually helpful rather than content which is made for SEO.”
“Internal Links. External links can be expensive and hard to gauge their true worth with a limited budget.
Recently, we have revisited the internal linking structure of the sites we manage.
After an audit and merging pages to reduce crawl budgets we took a strategic approach to internal links to provide better user experience, pass link juice to desired pages and improve the overall architecture.
A good website build is the foundation for your SEO. Great architecture is everything else above ground that everyone can appreciate.”
Perry Stevens, blendlocalsearchmarketing.com
“For some of the best insights when it comes to improving your website with an audit, you might want to start with auditing the websites of your competitors. Getting outside of what you know can be a great way to get new ideas to make your own website better. Remember not to directly steal ideas — just use them as inspiration!”
Maddy Osman, www.the-blogsmith.com
“Be well-versed in current technical SEO terminology. Some warnings from SEO audit tools now relate more to Bing and Yahoo than Google; some warnings directly impact SEO, while others are more about UX. If you know what it all means, you can prioritize the fixes that matter most to your site’s success (and avoid unnecessary panic!).”
Pam Berg, forgeandsmith.com
“One of my favorite tips for website audits is using the right tools for the job. Because Google puts emphasis on 3 major factors: Content, Crawlability, .Website speed
I typically start there using two tools, in particular, that should be standard whenever an audit takes place. For content and crawlability in SEO, the first tip is to fire up Screaming Frog. This tool replicates how Google might see your website from a spider/bot perspective and can help you identify content layout issues for a website such as duplicate meta titles, H1’s missing, 404 errors, redirects, robots.txt issues and much more.
Even better is you can link your analytics and search console up to Screaming Frog for in-depth issues that can plaque a website’s possibility for ranking. This will help identify what needs to be worked on first and foremost. From there I like to check for duplicate content issues using Copyscape. Copyscape scours the web to find out if your content is original. If content turns up to be copied it is time to rewrite those articles or ranking will never be possible.
Lastly, in this day and age, if your website is slow, you need to know what to do to fix it. A free tool online that I use quite a bit in my day to day is Gtmetrix.com. This tool gauges website speed and spits back a list of actionable items to improve website speed, a major ranking factor. If your site loads in more than 3 seconds, your chances for ranking are difficult, especially in competitive niches.”
Mike Tortorice, www.infront.com
“Give the client a customized audit unique to their business. For example, I send my clients a custom video of me going over their audit and showing them exactly where/how they can fix any problems I found in the audit.”
Mark Crowell, wickydesign.com
“My biggest tip is in building out, following, and updating a process.
It’s so easy when you’re auditing a site to overlook elements or aspects that you should be looking at because you identified something new or major. Find a good starting point and continue to build a living audit check-list as you discover new potential issues or opportunities or simply learn more about auditing websites.”
Adam Bate, seobrothers.co
“When you’re auditing a website, don’t just focus on improving the pages you have that already get the most traffic. It does make sense to start there, and you’ll often find that those pages do offer a lot of opportunities for improvement, not just in ranking, but in dwell time, scroll depth, conversion rate, etc. But when you just focus on pages that already have traffic, you might miss other massive opportunities.
For example, you might have pages that are low-performing now but that target high-traffic or low-difficulty keywords. For any website over 1,000 pages, my recommendation would be to build a weighted priority score that matches your objective and takes into account the potential associated with a page, not just its current level of performance. Pro-level tip for finding opportunities like this: if you have a page that has lots of authority on a topic, and other pages that don’t rank well on that same topic, focus on improving all of those pages as a topic cluster. You’ll have an easier time gaining new rankings where you already hold authority.”.
Colin Campbell, www.saleshacker.com
“When I’m auditing a website the first thing I’ll do is look for quick wins.
Are there valuable keywords ranking in positions 6-20? Are the pages slow-loading? Are two or more pages cannibalizing the same keyword groupings? Often you can achieve fast results by a) initiating a smart sitewide internal-linking campaign to drive up keyword rankings, b) reducing, optimizing and compressing all of the images, and c) consolidating and 301-redirecting thin content posts into one comprehensive and authoritative page.”
Jason Thibault, massivekontent.com
“Make sure that your site is indexed and crawled by search engines. If you want a quick glimpse of how much of your site is discoverable on Google, simply search “site:yoursite.com” (insert your site homepage) and see how many pages come up. This is a good way to see if your pages were discovered by Google.
Next, create a Google Search Console and Google Analytics account for your site if you haven’t already done so. In Google Search Console, you can browse reports that will show you if your site is being crawled and indexed. Google Analytics will tell you what kind of traffic your site is registering. Both of these tools are free so get them as soon as you can to begin tracking your performance.”
Aleks Shklyar, ipullrank.com
“When it comes to website audit (whether it’s for your own site or your competitors), start with the fundamentals. You can do this easily nowadays with handy Chrome extensions such as SEO Meta in 1 Click and Free Backlink Checker by LRT.
The SEO Meta in 1 Click extension will reveal in a single click the essential things you can optimize for your web pages — such as all your header tags, meta description, image alt tags, and many more. You should definitely use this tool to spy on all your competitors who have better rankings than you.
Under the Tools tab of this extension, you can conveniently check your website’s mobile-friendliness and analyze your website’s performance via a single click to popular audit tools such as GTMetrix and Google’s Pagespeed Insights.
Next, use the Free Backlink Checker by LRT extension to check for broken links on your site and fix them. Also, check on your strongest competitors to see their broken links and who they are linking to. This will uncover new backlinking and even business opportunities for you. “
Anna Nathasa, www.iprimamedia.com
“Don’t just rely on tools.
There are some terrific tools out there, some that will save you a huge amount of time; others that will help unveil things that you might otherwise have missed – but use them alongside the most crucial SEO auditing tool of all: a critical mind.
A tool can help flag-up things which don’t fit a mold but it takes experience and experimentation to understand which things are making the biggest impact – positive or negative.”
Andrew Cock-Starkey, optimisey.com
“One of my tips is to assess (and then if necessary, adjust) how much negative space is on the site. More is better nowadays. Make sure each section of a page has plenty of space to breathe, helping the user navigate the site much more easily. this is also important because we now use our fingers to navigate a website. Our fingers are much bigger than a mouse pointer, which is why websites and buttons could be smaller and more compact in the “old days.”
Nowadays, the best sites take advantage of the fact that we can scroll, which means we have a virtually unlimited amount of screen space to hold our information. A website truly is like a “scroll” from the ancient days of paper. When we start to think like that, it changes how we design for the screen, whether it is plain text or media.”
Chad Lewine, cdl500.com
“When running an SEO audit I recommend analyzing your target keywords. Specifically, the intent of the keywords. If you run an online store, you’d want to convert your visitors into paying customers. You can do it easily with the right keywords.
You see, not all keywords are the same. They divide into two groups: informational and transactional.
The first group is perfect to use in the blog posts, extra pages, guides, and tutorials. These could be phrases such as “best noise-blocking earphones” or “how to use chalk paint”. These keywords are used by people looking for information, and therefore not likely to convert [at this stage].
On the other hand, transactional keywords would be “Sony wireless Bluetooth earphones” or “dove grey chalk paint CA”. These phrases are more specific, they are used by someone searching for a defined product, and therefore much more likely to buy [convert].
You can find the keywords you rank for by reviewing your website in the MOZ pro tool or SEMRush. Alternatively, dive into your Google Search Console data to find the keywords people type in when they find you in Google.”
Maggie Tuczapska, www.rockpapercopy.com
“When I audit a website I look at a core group of things. Since we’re Data Driven Design, first of all, I want to know if the website has Google Analytics installed. I also want to know if they’re using any kind of website optimization tools like heatmapping or A/B Testing, so I look in the source code for all kinds of tags (Analytics, Tag Manager, Hubspot, VWO, CrazyEgg, Google Optimize, etc.).
I’m also looking in the source code for what kind of platform the website is built on, WordPress, Drupal, .NET, Squarespace, etc. Then I’ll scan source code on all pages for SEO titles, meta descriptions and Schema. Why? Because an eyeball design audit is one thing, but that’s just going to be my opinion. The proof is in the data, and I want to earn trust first by making small, tangible and trackable improvements to a website, earn trust, then come back and look at the aesthetic design.”
Paul Hickey, datadriven.design
“Approach the audit from both a technical perspective and a content perspective. In addition to running heatmaps and site performance audits, map out the existing content and place it within the context of the buyer’s journey as it relates to the primary audience. You’ll quickly be able to identify content gaps.”
Maria Mora, www.bigseadesign.com
“When you get to higher levels of skill in digital marketing, big companies often benefit from site audits that go beyond just SEO. Paying some attention to brand consistency, typography, user experience, design, conversion rate optimization, copywriting, and site architecture all feed into helping each of these factors out, which helps SEO. That’s a lot to juggle, so if you’re strapped on time or budget, you can hit 80% of the results with 20% of the effort by just understanding fundamentals in each of these categories and making sure that your site is consistent in these areas.
For example, having a simple blog design can work wonders in making your content more persuasive, trustworthy, and understandable. Simplicity is a key factor that overlaps many of these areas since a simple site architecture and navigation menu prevents distracting, overwhelming options and colors which is often the case when we audit poor websites or those built many years ago.”
Will Chou, www.webmechanix.com
“ASK YOURSELF THESE 5 QUESTIONS
One trick I find very helpful when auditing a website (or designing landing pages) is to ask myself these 5 questions that customers are asking themselves. I look to see if these 5 questions are being answered as best as possible on a website, or I answer these questions myself when designing something new. These 5 questions are:
1) What are the benefits, not just the features, of this product/service? (In other words, what does the customer “get”?)
2) How easy is it? How easy is the whole process or how easy is the next step?
3) Who are you? Why should I trust you to provide this product or service? What are your accreditation? How long have you been in business?
4) What do other people think? Are there any testimonials or customer stories to share?
5) What are the next steps? This is important! Be clear and ask the user to pick up the phone and call, or register their email. Design your website and landing page around the next step you want the user to take.
I find that these 5 easy-to-remember questions serve as a great rubric for evaluating any website content.”
Justin M. Collier, www.justincollier.com
“My top tip when completing an SEO audit is to focus on a specific part of the content audit; identifying the website content Google that has crawled and indexed. In a lot of cases that we see, web owners aren’t aware that certain pages have been indexed by Google and are appearing in the SERPs. These are often pages they wouldn’t want their customers seeing, eg old pages, retired pages, theme pages, irrelevant content, duplicate content, etc.). By identifying this content, you can then do something about it.
And it’s simple to find these pages too. Simply go to Google and search “site:yourdomain.com” and it will return all pages Google has in its index. Looking through these results it is then easy to spot the pages you don’t want to appear in the SERPs. If these pages aren’t providing any SEO or user value then you can take action on removing them from the SERPs.”
Andy Allen, hikeseo.co
“There are lots of tool and software out there who provide site auditing, some of them are free, some are paid tools, some are in free trial etc. It’s really depends to you of what do you need, is it for quality, is it for good, just want to test etc. So, in other words it’s up to you which auditing tools / software that fits for you.
But I say, the best tip in auditing a website is to get paid tool which deliver quality results and there are 3 tools which I used the most when auditing a website and these are.
Best Tool In Auditing A Website
1.) Ahrefs – Ahrefs is a tool that provide SEO audit, rank checking, metrics checker, organic checker, etc.. Most of this tool provide as all in 1 SEO auditing tool. It’s one of my favorite tool when auditing a website because it gives me exact and latest update of the sites backlinks, referral domain, organic traffic, Ahrefs ranking and lots more
2.) Moz – This is my second favorite tool as it will check the authority of the domain, spam links and on-page optimization score. This way, you can check and audit site which has bad links or spammy links. Moz will take and audit a site and give a score of spammy links. It may also has the feature to check the domain authority score and page authority score of which the highest will be the powerful.
3.) Semrush – This tools provide a powerful site auditing, it can do competitor auditing, on-page auditing, keywords and traffic. Semrush can check and audit a site in realtime as they have a huge database in site report. Semrush is also a good way to check the sites traffic; so you can tell if the sites is legitimate or not.
Author Bio: Hybrid Traffic is a link building SEO agency in-house that provides quality backlinks to a website, It is tailored to build link foundation, social branding, increasing site metrics, link booster and tier 1 links. “
Hybrid Traffic Team, www.hybridtraffic.net
“When auditing a website make sure you’re using 3-5 different programs. An example of an audit stack could be AHREFS, Ryte, Google Analytics, Google Webmaster tools, Screaming Frog. This is only one combination, the combinations are endless, depending on what you need to present to the client in an audit.”
William Nozak, nozakconsulting.com
“Search the website in Archive.org’s Way Back Machine to see when the last redesign or major change was. Match these dates with Google Analytics, Search Console, or other tools to see what caused the changes in rankings/traffic. If a redesign correlates with a drop in performance, you know where to investigate further.”
Shane Griffiths, clarity-online.com
“I’m a content guy, so my audits focus primarily on content gaps. However, it doesn’t start with content. Most of the time, I’m responsible for both on and off page content strategy for the brands. So, I always start with the audience profiling and segmentation. But even before I can start, it is important to develop a base by understanding the business and purpose of their website.
Website objectives can vary wildly in my experience and brands with similar businesses may give you very different objectives for their website. All these website objectives, in any case, can be any one of the three – Information, Lead Generation, E-commerce. Based on this broad objective the website should offer the content to their audience. For example, take an e-commerce website which offers a lot of content before product. It defeats the purpose of the website. While, content is required presentation marks the difference between success and failure.
So it’s not only content quality, but we need to also look into the presentation and even navigation between two content pieces. The content pieces could be anything available on the website as part of user engagement and communication aid. For example, tools to product comparison and vice versa, and then final cart/payment gateway. Idea is to minimize user journey as much as possible to the final objective of the website.
Similar strategy works with content marketing activities, when we want to funnel in the users from every place possible. Clear understanding of audience and their challenges helps in driving the content everywhere, be it writing or presenting.”
Narayan Verma, www.standardwealthonline.com
“A key part of our SEO audit is inspecting the quality of organic traffic. That’s the business end of search engine optimization. For us, it’s essential to check if keyword rankings attract the right type of visitors, are those users engaging, and most importantly if those visits turn into actual sales.
Be sure to go thoroughly through Google Analytics when auditing a website. Examine Audience reports, Organic Traffic reports, and Conversion reports to analyze if your optimization efforts are driving business results. Many people do SEO for the sake of SEO, not paying the slightest attention to what really matters. So they only audit keyword rankings, technical optimization and backlinks, forgetting the real reason why we do SEO – which is to make $$$.
To sum up, my best tip is to inspect your organic traffic and see if your SEO efforts are bringing in new customers.”