Master the Art of SEO Auditing: Do it in 20 Minutes or Less

Table of Contents

• Introduction
• Step 1: Checking website versions and redirects
• Step 2: Using Ahrefs' Site Audit tool
• Step 3: Verifying website indexing
• Step 4: Checking brand name ranking
• Step 5: Conducting on-page checks
• Step 6: Analyzing HTML tags and meta descriptions
• Step 7: Checking site speed
• Step 8: Assessing structured data
• Step 9: Analyzing organic traffic and rankings
• Step 10: Identifying low-hanging keyword opportunities
• Step 11: Analyzing backlink profile
• Step 12: Checking for broken pages and outbound links
• Step 13: Conducting a content gap analysis
• Step 14: Running a content audit
• Conclusion

📝 Step 1: Checking website versions and redirects

Before beginning the SEO audit, it's important to ensure that the website has proper redirection in place. This ensures that only one version of the site is browsable, with all other versions redirecting to the canonical version. Start by checking the non-secure version of the site (http://) and verify if it automatically redirects to the secure version (https://). Repeat this check for the www version with and without https. If all versions correctly redirect to the canonical version, proceed to the next step.

🧪 Step 2: Using Ahrefs' Site Audit tool

To thoroughly analyze the website for any issues, utilize a reliable SEO auditing tool like Ahrefs' Site Audit Tool. This tool will provide a comprehensive report on the overall health of the website, including on-page errors, duplicate content, site speed, structured data, and more. Start by setting up a new project in Ahrefs' Site Audit tool, entering the domain and selecting the correct HTTP protocol. Configure the settings for an accurate audit and initiate the crawl. While the crawl is underway, continue with manual checks.

🔍 Step 3: Verifying website indexing

To ensure that the website is properly indexed by Google, conduct a manual search using the "site:" operator in Google. Search for "site:simplelifeinsure.com" and analyze the number of indexed pages. If the number corresponds to the actual number of pages on the website, it indicates proper indexing. Another way to verify indexing is by examining the internal pages report in Ahrefs' Site Audit tool. Check for any discrepancies between indexed pages and actual website pages.

🔝 Step 4: Checking brand name ranking

It is essential to determine whether the website ranks for its brand name. Perform a Google search for the brand name, such as "simple life insure," and observe the position of the website in the search results. If the website appears as the number one result, it indicates a strong presence and no issues with brand name ranking.

📑 Step 5: Conducting on-page checks

To optimize on-page elements, begin by examining the title tag of the homepage. Locate the title tag in the HTML source code of the page and analyze its length and optimization for relevant keywords. Use tools like SERP simulators and Ahrefs' Keywords Explorer to assess the length and search volume of the keywords used in the title tag. Next, check the meta description of the homepage and ensure it is well-written and within an appropriate length. Finally, review the H1 tag on the page, ensuring there is only one and that it contains relevant keywords.

🚀 Step 6: Analyzing HTML tags and meta descriptions

To ensure proper HTML tags and meta descriptions across the website, utilize Ahrefs' Site Audit tool. Check the "HTML Tags" report within the tool to identify any on-page errors. Pay attention to issues like multiple H1 tags, missing meta descriptions, and overly long or short title tags. These elements are crucial for SEO optimization and should be investigated and fixed if necessary.

⏰ Step 7: Checking site speed

Assessing website speed is vital for user experience and SEO. Utilize tools like Google Pagespeed Insights or GTmetrix to analyze the website's loading speed. However, since Pagespeed Insights may not always provide accurate results, relying on Ahrefs' Site Audit tool for checking site speed is recommended. Navigate to the "Performance" report within Ahrefs' Site Audit and review any identified slow-loading URLs. Prioritize fixing these issues based on their impact on organic traffic.

🧩 Step 8: Assessing structured data

Structured data helps Google understand the content on your website and present it more accurately in search results. Use Google's Structured Data Testing Tool to analyze the presence of structured data on your web pages. Enter a URL and check for any errors or warnings regarding structured data. Address any issues identified, such as missing data or improper formatting, to enhance search visibility.

📊 Step 9: Analyzing organic traffic and rankings

To evaluate the website's organic traffic and rankings, access Google Analytics and navigate to the Acquisition report and then the Organic Search section. Review the number of daily organic visits and set the time period for analysis. Additionally, inspect the Landing Page report to identify the pages bringing in the most search traffic. Monitor the trend of organic traffic over a longer timeframe, such as the past 12 months. Determine if the traffic is increasing or decreasing and assess the impact on rankings.

🎯 Step 10: Identifying low-hanging keyword opportunities

Identifying low-hanging keyword opportunities involves finding keywords that competitors are ranking for but your website currently isn't. Utilize Ahrefs' Content Gap tool to compare your website with competing domains like Backlinko, Siege Media, and Hobo Web. Enter these domains as targets and select your website as the target that doesn't rank for the identified keywords. Filter the results for relevant keywords with a search volume of at least 5,000 searches per month. These keywords represent opportunities for creating content that can help improve organic rankings.

🔗 Step 11: Analyzing backlink profile

Understanding your website's backlink profile is crucial for SEO. Use Ahrefs' Site Explorer and enter your website's URL to access the Overview report. Examine the Referring Domains graph to track the growth of backlinks. Assess the variety of anchor texts used for these backlinks and ensure a healthy mix, with a significant focus on branded anchors. Dive deeper into the Referring Domains report, sorting domains by domain rating to detect any potentially harmful or spammy backlinks. Address any concerning findings to maintain a strong backlink profile.

🔄 Step 12: Checking for broken pages and outbound links

Broken pages and outbound links can negatively impact user experience and SEO. Use Ahrefs' Site Audit tool to identify broken pages by reviewing the "Best by Links" report and filtering for 404 pages. This ensures broken pages with significant backlinks are found and fixed or redirected. Similarly, utilize the "Broken Links" report under Outgoing Links to identify any broken outbound links on the website. Update or remove these links to enhance user experience and avoid negative signals to search engines.

📊 Step 13: Conducting a content gap analysis

Performing a content gap analysis helps identify keywords that competitors rank for but your website does not. Use Ahrefs' Content Gap tool and enter the domains of your competitors as targets, while including your own website as a target that doesn't rank for the identified keywords. Filter the results for keywords with a search volume of at least 5,000 searches per month. These keywords represent opportunities to create new content or optimize existing content to bridge the gap and improve organic rankings.

📚 Step 14: Running a content audit

A content audit involves assessing the quality and relevance of existing website content. Start by identifying low-quality pages with little to no organic traffic. If these pages have potential and can be improved, work on enhancing and relaunching them. Alternatively, delete pages that serve no purpose and redirect their URLs to relevant pages on the website. Consider the impact on organic traffic and rankings when making decisions about content removal or upgrade.

🎉 Conclusion

Conducting a thorough SEO audit is crucial for optimizing website performance and enhancing search visibility. By following the step-by-step process outlined above, you can identify and address various SEO issues, improve on-page elements, analyze traffic and rankings, and optimize your content strategy. Regularly auditing your website's SEO will help you stay on top of any challenges and maximize your organic search presence. Remember to utilize tools like Ahrefs' Site Audit, Google Analytics, and Google's SEO-related tools for accurate analysis and actionable insights.