Doing an SEO audit of your
website is essential to identify the actions to be taken in order to go up in
Google results and attract more visitors. But what to do when you are not an
expert? Here is the procedure to follow to do an SEO audit in 1 hour stacked!
The basics for doing an effective SEO audit
To pass the SEO audit of your
website, you must first understand the 3 pillars taken into account by Google
and search engines to rank their results.
The SEO quality of your website
therefore depends on the following 3 pillars:
·
The technique of your website;
·
The content of your website;
·
The popularity of your website;
You often ask me where to start
your SEO audit: you now have a breakdown that will punctuate your next 60
minutes.
Let's see that in the
following schedule:
⏱ 20 minutes to audit the
technique
⏱ 30 minutes to audit your
content
⏱ 10 minutes to audit your
popularity
Do a SEO audit: 20 minutes for the technique
To be well referenced, your
website must meet certain technical prerequisites. Without it, you won't have a
chance to appear in the first results on Google.
To put it simply, here are the 3
technical criteria that impact the SEO of your website:
·
The loading speed of your website;
·
The quality of mobile browsing;
·
Safety of navigation;
⏱ 5 minutes to audit the loading
speed
The loading speed of your website
directly impacts the quality of the experience you offer your visitors.
If your website loads in more
than 3 seconds, from a mobile device, the majority of your visitors will
backtrack to return to the search engine.
loading time and website SEO
The problem with that is that
Google doesn't like it.
If one of its users clicks on a
result and immediately returns home, it is a signal of dissatisfaction and
therefore potentially a risk of losing market share.
So you see where I am coming
from: if your website is a risk for Google, it will not put you ahead.
To do an effective SEO audit, I
therefore recommend that you start by auditing the loading speed of your
website.
You can do it in 5 minutes, using a tool like
GTMetrix :
Audit your SEO with gtmetrix
When you get to the home page of
this tool, all you have to do is enter your website address and start the
analysis.
You will then arrive on a page
presenting the results of your audit:
SEO speed loading audit
You will then obtain the loading
time of your page as well as two scores: the PageSpeed Score and the Yslow
Score.
Take a look at both and you will
no doubt find similar areas for improvement.
I have audited hundreds of
websites and we often find the same thing:
·
Adjust the dimensions of the images;
·
Use a cache system;
·
Reduce the resources used;
Warning: the geolocation of the
test is set by default in North America, often Canada.
⏱ 5 minutes to audit the quality
of mobile browsing
Studies follow and resemble each
other on this subject: roughly speaking, more than 50% of Internet traffic
comes from mobile.
By making a quick shortcut, we
can say that one user in 2 of the search engines is on mobile.
As before, if your website is not
displayed correctly on mobile, visitors will tend to return directly to Google
to choose another result and this will negatively impact your SEO.
Doing an SEO audit is necessarily
analyzing the experience that your site offers on mobile.
For that, I recommend that you
use the Google Pagespeed tool :
We are on the same operation as
GTMetrix, you arrive on a home page and you just have to launch its URL to
audit your website.
⏱ 10 minutes to identify the
technical optimizations to be made
To finish with the technical part
of your SEO audit, I put at your disposal a 100% free SEO analysis tool that
will allow you to generate in 1 click (3 in fact Haha!) A detailed report of
the actions that you can take to improve your website.
⏱ 5 minutes to identify the 5
best performing pages
Unless monetizing your audience
is your main goal, your main goal is to improve your website's SEO to attract
more visitors and generate Leads .
With this in mind, it is useless
to do an SEO audit of all the pages of your site. You can focus on the most
important pages.
Before going any further, I
recommend that you identify the 5 pages that attract the most visitors to your
website.
Nothing could be simpler: just go
to Google Analytics and check your page traffic for the last 12 months.
⏱ 10 minutes to identify the 5
pages with high potential
Now we are going to take the
analysis of your pages a step further.
On your website, you probably
have two types of high potential pages:
·
Those who convert well;
·
Those who have a great click-through rate in Google;
·
Identify which pages convert well
When I do an SEO audit for a
client, I attach the greatest importance to pages that have an interesting
conversion rate.
Let's imagine that the 5 pages of
your website the most visited on your site attract an average of 1000 visitors
each month but that they generate only 2 contacts.
Beside that, you have 3 pages
which only attract 100 visitors each per month but which generate 10 contacts.
Wouldn't it be better to work on
the referencing of these last 3 first? Obviously!
For this step of your SEO audit,
you must inevitably use a specific tracking tool or have correctly configured
the objectives in your Google Analytics.
Seo audit with google search console
Here, we see that these pages of
my website are very clicked on Google without being referenced in the first 3
results.
The potential is phew and I will
have to exploit it. This brings us to the next step.
⏱ 15 minutes to audit competing
websites
Doing an SEO audit also means
analyzing the SEO of your competitors.
Now that you've identified the
most interesting pages on your website, you need to figure out how to improve
them.
And there, the best way to do it
is to compare your page with the competing page which is referenced first on
Google.
Number of keywords, optimization
of tags, content… You have all the elements necessary to improve your pages.
Obviously, it will give you more
than 15 minutes to do this. But you will do it as you go, page after page.
For your SEO audit of the day, I
recommend that you store the concurrent URL for each of your pages in an Excel
or other file.
Do an SEO audit: 10 minutes for
popularity
⏱ 2 minutes to audit your domain
name authority
There is one data that directly
influences the referencing of your website: the authority of your domain name.
The authority of your domain name
is a score that goes from 0 to 100 and which in a way measures your legitimacy.
A good Authority Score is at
least 40. Between 20 and 40 is okay. Below 20, you must improve it if you want
to be well referenced on Google and search engines.
To conclude your SEO audit, take
2 minutes to analyze the authority of your domain name.
For that, you can use the Ahref
tool :
analyze your domain authority
As you can see, we're pretty well
off here 😀
⏱ 8 minutes to audit your
backlinks
If you are like most of the
websites I audit, you will have a Domain Authority of less than 40, or even 20.
Do
Your SEO audit should now allow
you to identify the actions to be taken to improve yours. And the answer is
simple.
You need more quality backlinks.
For this, you must use an SEO
tool that already allows you to identify the backlinks you have but also the
websites that make quality links to your competitors.
You then know what you have to
do: go fishing for links by contacting the identified websites!
Do an SEO audit in 60 minutes? Yeah…!
To conclude this article, I had
to put a note for all doubters.
If an SEO expert passes by here,
he will inevitably tell me that it is impossible to do an SEO audit in 60
minutes. To which I will answer: Yes and no!
Naturally, doing a complete SEO
audit takes several days of work. We're OK on that and my clients know it. But,
because there is a BUT:
The majority of companies do not,
at least for the moment, need a detailed SEO audit.
What they need is an action plan
that allows them to develop their audience and especially to generate contacts.
And there, 60 minutes is enough.
However, these 60 minutes are
reserved for the SEO audit. For the implementation of the actions, it will undoubtedly
take several weeks.
The stake for you and therefore
to prioritize your actions to be able to generate results in the short term.
You will then have all the motivation and confidence of your employees to do
the rest 😉
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