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21 January 2019

A Quick Guide To Boost Your Google Ranking – Tools You Must Have For An SEO Audit

Posted in Public Relations
Raoul Schultz

Author

Raoul oversees all Brand programs at Massive Alliance. As the senior strategist for all media campaigns and PR activity, he spends most of his days working with journalists to design newsworthy approaches to integrate brands and their executives into the mainstream media.
5 Steps To Launching A Public Relations Campaign - Massive.PR

Your website is the “hub” of your online image. It’s a very valuable, intangible asset. Protecting your assets and investments

It’s essential to have standard checkups performed to guarantee that your website is performing and delivering results.

Search Engine Optimization can be a tedious exercise but, if well planned and thorough, can yield tremendously valuable information which can lead to more customers, more sales and higher rankings. Your website content should be updated regularly if not daily and it’s very  important to perform SEO Audits regularly.

The fortunate thing about the meticulousness of a Search Engine Optimization review is that it helps to connect you with your online business and assets and makes you more familiar with the process.

Generally, we recommend that you review your website twice per year. resolve issues as they emerge and stay ahead of the competition.

What exactly is an SEO Audit?

An SEO Audit is a review and in-depth look of your web pages and is designed to view the website from the viewpoint of a “web crawler” (robot that searches and indexes your web pages) and to determine the ease of website accessibility for real users.

A website optimization review reveals areas where improvement is needed to enhance your SEO strength.

To begin with, you can identify areas that need change and make an action plan to remedy them. A great SEO review will keep you updated with the most recent advancements in marketing and promotion and help you stay above par with your competitors in your target market. The objective is to recognize ineffective areas in your marketing campaigns that are not attractive to customers or not yielding good results such as click-throughs or impressions.

This procedure will give you a list of issues that you need to fix and if you take necessary actions as recommended by your SEO Auditor, you should definitely see improvements in your SEO performance.

The SEO Audit report can be slightly daunting if you are new to the field. An expert SEO Auditor provides a user-friendly report of their findings which the web developer can easily make use of to making necessary changes in the code.

Implementing the suggestions from the SEO Audit report should greatly enhance your Google Rankings in time.

A Typical SEO Audit Report would include details as shown below:

SEO Audit

A successful SEO Audit can be broken down into 3 core areas:

1. Technical: A Technical SEO Audit checks various “structural” issues with the website. It is necessary to check the overall “health” of your website regularly as neglecting it may cost you your ranking status in Google results. The below checklist includes a few details from a typical, technical SEO Audit:

Audit Checklist

This part of SEO Audit examines various technical areas of the website:

  • Existence of 404 errors
  • URL canonicalization
  • URL Status codes
  • Indexed Pages
  • Content duplication
  • Keyword Optimization in Meta tags
  • Website Speed
  • Mobile-friendliness
  • Existence of a robots.txt file
  • Page Load Speed
  • Missing Internal links
  • Existence and use of an XML Sitemap

On-Page

This audit includes an assessment of various areas of the website in order improve the relevancy (in the eyes of Google) for a particular set of keywords. It establishes the usability of the content and demonstrates that it deserves the ranking in the SERPs when a user inputs a search query.

The on-page audit consists of internal links, keyword selection, meta description tags, header tags, title tags, unique content, and alt tags for images.

On Page SEO audit takes a closer look at your existing target keywords, meta title, meta description, titles, etc. and determines how your site ranks for the keywords. It also provides information about:

  • Internal and external linking
  • Competitor keywords ranking
  • Website’s meta tags
  • URL optimization
  • Headings
  • Mobile search results
  • Website’s ranking in Google search engine results pages (SERPs)

Off-Page

This SEO Audit assesses the existence and popularity of your website in the World Wide Web. Off Page Audit checks the activities conducted outside of your website for contributing and achieving overall SEO success.

Off page audits consist of pdf submissions, video promotion blog posting, social bookmarking, article submission, directory submission, press releases and social media posting.

Off Page SEO Audits examine the following:

  • The presence of backlinks to your website and the quality of such referrals (domain authority).
  • Mentions of your brand, business, products or service on the internet, in journals, press releases, etc.
  • An assessment of the quality of business and directory listings for your website.

Phases of a typical SEO Audit

Typical SEO Audit

An SEO Audit is a detailed assessment and ensures that all areas of the website are diagnosed so as to report issues that should be fixed for a better ranking.

  • Website Health: To make sure the website has no technical faults
  • Forensic: To increase organic Traffic
  • Disciple: To check that the website is compliant with Google Guidelines
  • Competitive Review: To look for opportunities to increase Traffic
  • Popularity: To check for Backlinks and Social Activity

These SEO Audit tools are important for your optimization assessment since they enable you to focus on the main components of your site that Google considers imperative. In this post, we’ll stroll through 10 such tools that will help you conduct a more in-depth audit.

Google Search Console

Google Search Console

This tool is free to be utilized by any SEO Auditor, which gives a decent measure of the website analysis and provides a synopsis of things that are vital to note, for example, broken links (404 errors), page load speed, indexed pages, HTML markups, and so on. You can identify the position of a given website, the number of clicks in SERP results and the number of impressions as well. You don’t need to agree to accept Search Console for your site to be incorporated into Google’s query items, but doing so can enable you to see how Google sees your site and advance its execution in indexed lists.

Google Analytics

Google Analytics is a free tool offered by Google and is used to audit and analyze your site traffic. In the event that you are running any digital campaigns, online networking promotions, brand promotion etc, your clients are in all likelihood going to visit your site in their online user journey. Despite the fact that “web examination” sounds like a little area of your online presence, the implications of Google Analytics are certainly valid.

Open Site Explorer

SEO Moz seems to do it all from great blog posts to great SEO services, and one of their newest ventures is software called Open Site Explorer. This tool will give you up to 10,000 links to help you tell whether or not your link building is working. It will give you information about your competitors’ internal and external links, give you on-page optimization suggestions, and will sync with Google Analytics to help you get analysis on your traffic.

Majestic SEO

Majestic is one of the best marketing SEO tools according to experts. It has countless useful features like The Majestic Million, which lets you see the ranking of the top million websites. The Site Explorer feature allows you to easily see a general overview for your online store and the number of backlinks you have. It also works as an SEO keyword tool allowing you to find the best keywords to rank for while also having features geared to site comparisons and tracking your rank.

SEOQuake

This is considered one of the best free SEO tools. This Chrome, Edge and Safari extension acts as an SEO checker tool that performs on-page site audits, assesses both your internal and external links while also doing website comparisons to help you determine how you perform against your competitors. Other features of this SEO analysis tool include keyword analysis such as keyword density, an easy to read SEO dashboard, and an export feature that allows you to easily download and send data to key people on your team.

HTTP Status IO

This is an SEO & HTTP Status Code checker. A good URL should always return a code 200 and a good SEO redirect should always return 301 (be aware of 302 redirects). You can also use this tool to find broken links (404 status codes).

Google Structured Data Testing Tool

Schema.org structured data helps you to highlight specific information for search engines and to improve the way your page displays in SERPs. The Structured Data Testing Tool allows you to validate your code to make sure that search engines understand structured data when crawling you page. The Structured Data Testing Tool (SDTT) also provides a variety of ways to develop, test, and modify your structured markup. You can load markup into the tool either directly or by supplying a URL.

W3C Validator

This is a free tool by W3C that helps check the legitimacy of web records. Most web archives are composed utilizing markup languages like HTML or XHTML. These languages are characterized by specialized determinations, which more often than not exclude a machine-comprehensible formal syntax (and vocabulary).

The demonstration of checking a report against these requirements is called Validation, and this is the thing that the Markup Validator does. Approving web archives is a critical advance in technology and can drastically encourage enhancing and guaranteeing of their quality.  It can even help save a great deal of time and money. Validation is neither a full quality check, nor is it entirely identical to checking for conformance to the particular specifications.

GT Metrix

Page load speeds is one of the most vital measurements for any website. Users can decide to leave a page entirely based on the speed at which the page loads. This makes estimating site speed vital and essential part of SEO Audit. Shockingly, site speed is anything but a simple metric to gauge.

GTMetrix is one of the tools to get definite reports about your site’s performance. It is a free tool that measures your website page speed by utilizing Google Page Speed and YSlow. GTMetrix creates scores for your pages and offers remedial proposals on the most proficient method to work on.

Google Mobile Test

On April 21, 2015, Google released a significant, new, mobile-friendly ranking algorithm that was designed to give a boost to mobile-friendly pages in Google’s mobile search results. One of the best ways to prepare is to test that Google considers your web pages to be mobile-friendly by using its Mobile-Friendly Test tool.

There are a lot of SEO Audit Tools accessible on the web. Some SEO Analysis Tools are free while others are not. Some tools are appropriate just for small companies and websites, while some are reasonable for larger SEO firms. Before deciding on one, the key is to assess each SEO Audit Software in view of your necessities.

The Right SEO Auditor for your Business

The discoverability of your site is essential to its success. Therefore you should conduct an SEO review to ensure that your client and customer base can effectively locate your business when they search for your products or services. A professional SEO firm will devote a considerable amount of time in understanding your business, needs and objectives. When they conduct an SEO Audit; they’ll know how your clients look for and your site and how your business is seen in the marketplace or online community.

SEO Audit recommendations are never a “one size fits all” remedy.

While some technical know-how is required for all sites, a situational examination should be performed at the beginning of an audit to focus on critical areas for each specific web page or web property.

A specialized SEO Audit is not so straightforward and requires more time and examination. There are very few digital marketing firms that are experts in thorough and complete SEO Audits.

The bottom line should always be results. When all is said and done, the purpose of performing an SEO Audit is to locate areas of weakness and to formulate, plan and execute solutions with the ultimate goal of improving rankings and higher traffic.

Recent reports by Google suggests that Page 1 gets over 95% of the clicks. So ranking on Page 1 of Google is the ONLY viable solution for your online business.

Do your due diligence and locate the website firm that is truly going to help you rank higher on Google and soar to the top of the list. It’s worth it.

Finding the right SEO agency can be a bit tricky!

The points below should help guide you to the SEO agency that ticks all the boxes for your business.

1. Be clear about your needs and requirements.

Keeping in mind the end goal of the SEO Audit, you first need to make sense of which areas of your online presence you need to improve.

You might need to optimize a few pages or you might need an entirely new website.  Speak with an expert at different companies. Ask questions. Get answers. And if you can’t seem to get an answer or the answer does not make sense to you, don’t go with that company.

A professional SEO company has the information you need and can make it easy for you to understand. And if they can’t, they don’t deserve your business. Find a firm that makes it easy for you to understand the process, defines clear and concise goals, and provides a plan and timeline for execution. Rankings can take time to take hold, so be patient, but demand professionalism and results.

2. Understand the amount of work that will be done in-house.

Numerous SEO firms outsource parts of their work. The more that is outsourced, the less control the organization will have and the less responsible they may be for results. If it’s not clear how important your online presence is, please Google “Jeff Bezos’ net worth”. If your business depends on your online performance, then you need to deal with a company that gets results.

3. Be clear about what they require from you.

In most cases, your SEO results depend on your willingness to assist in the process. Hiring an SEO company is creating partnership. And no one is going to understand your business better than you and your team.

So understand that your input is absolutely vital to your success. It may seem like hiring an SEO firm is easy, and it can be, but keep in mind that the better they can understand your and your business, the better results you will get.

Take some time to help them help you. Ensure that you understand what will be anticipated from you, and what is needed to make the campaign successful. The more you put in, the more you will get out.

4. Understand how catchphrases and keywords are chosen.

Ascending to the top of Page 1 for certain phrases and keywords is as easy as pie. But, if very few people, or no one at all is searching online using those very keywords, the rankings are useless.

Identifying your client base and what they use to find you and your products and services is an essential component to your success in any online venture. The SEO Audit should be designed to do this as a primary and fundamental step.

No matter how successful you may be, times change and so do search results. Knowing the keywords and catchphrases that help your business should be of paramount importance to your SEO company and make choosing the correct ones easy.

5. Be curious about their knowledge in the marketing field past SEO Ranking.

Work with an organization that understands basic marketing principles and the online community as well as Google guidelines. Again, the bottom line here to to get results – online visitors, reviewers, sharers, activity, ranking and purchases.

The more your chosen SEO company understands the big picture, the better results you will generally get. There are a lot of moving parts and the process is not always a walk in the park. But keep your eye on the main goal and you will get there – with a little elbow grease.

How to detect an unscrupulous SEO Agency.

1. Over or underpriced service offerings.

Generally speaking, you get what you pay for. Overpriced services do not always guarantee quality and discount or budget prices often yield underwhelming results. Look for a competitive price for the services promised. If the company is knowledgable and has gotten great results in the past, they should be considered a candidate – especially if their prices make sense.

Don’t underestimate the time it takes to get results or the difficulty involved. It may seem easy to build a website and get traffic. But if it was that easy to do, everyone would be doing it. It’s not quite shooting fish in a barrel. Find a firm that offers great services for competitive prices – those are the places that are getting things done.

2. Your site will be indexed in 3 days time.

Stay away from any SEO firm promising to index your site without having visited and completely investigated your site. Be extra wary of those that promise it will be indexed in 3 days or less. Rankings are ever-changing and volatile. They can take some time to appear and stabilize as the search engines constantly add, remove and process information.

3. Promising a top page positioning within seven days.

Anybody promising a specific page rank in a brief timeframe does not comprehend SEO in any real capacity. Search rankings are done intermittently, not once a day, by Google algorithms and you can’t accelerate this process.

Any SEO firm that makes misleading promises to you isn’t one that you should even consider working with. The road to SEO dominance is a long one and cannot be traveled in a week.

Have more questions? Our team is standing by to answer any questions you might have – even the easy ones. Call us at 1-813-434-0922 ask about how we can help.

Raoul Schultz

Author

Raoul oversees all Brand programs at Massive Alliance. As the senior strategist for all media campaigns and PR activity, he spends most of his days working with journalists to design newsworthy approaches to integrate brands and their executives into the mainstream media.
An SEO Audit is a review and in-depth look of your web pages and is designed to view the website from the viewpoint of a "web crawler" (robot that searches and indexes your web pages) and to determine the ease of website accessibility for real users.

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