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More Steps to SEO Audit
A way to realize Your SEO Mistakes & Opportunities
KEYWORDS: PAGES, SEO BASIC, WEBSITE
Establish Page Update Opportunities
Making even small updates to a page signals to Google that it needs to “crawl” that page. Therefore, regular updates can help keep your pages recent and relevant and will help it to stay at the top of the search results.
There are two forms of content that ought to be regularly updated. The first type of content is the homepage or other popular pages of your website. These are the pages that drive the most traffic for your business. If you update them regularly, it ensures that they’ll continue to generate new customers for your business.
The second type of content to regularly update is an “opportunity page”. This means a web page that will gain you a meaty increase in traffic is it was to maneuver up slightly within the SERP.
Standard SEO packages come with rank trackers that enable you to check why your pages have ranked well on a search engine. You can use it to find out which keywords are most effective and whether adding more keywords and updating the content of your page has modified the rankings. Rank trackers will discover if abundant traffic is being generated from every keyword.
Pages on that don’t rank as highly as others within the SERP need to be rigorously updated to give them the chance to maneuver up to page one. You will need to do the same with any pages that don’t rank in the top three search results. Remember that traffic falls off sharply after the top three spots on the SERP and almost completely dries up after the primary search results page.
Process for Conducting Page Updates
One way to update pages is to add new data and analysis. For instance, if you’ve already got a web log post concerning Google’s algorithmic program updates, and then a brand new algorithmic program update comes out, then the time is ripe for an update to that page. Keeping your content up to date makes sure that you meet the needs of people searching for topics on the internet that are relevant to your business. If your link isn’t relevant, they will click on another result on the SERP, which will ultimately hurt your rankings.
A second way to update content effectively is to spot well connected, long-tail keywords that have shown to be traffic drivers, and add those keywords to your page.
A third method of updating pages is to try and do general house-keeping: compressing images and fixing or eliminating broken links. Using pictures with cumbersome file sizes ends in slow load times. Broken links end in a poor user expertise. Remedying these on-page issues will give your page the boost it needs to reach the required ranking.
A fourth way to update your website is to actually remove content from it. If there are pages which get very little to nil organic traffic, it’s a good idea to remove them. Non-viewed pages can actually lower your overall organic rankings by lowering the common worth of your website in Google’s eyes. Search for pages with zero or almost zero organic visits within the past year, and if you can’t overhaul the pages so that they are more worthwhile, delete them.
Run Page Speed Analytics
Page speed is vital – especially when Google launched its Speed Update ranking algorithm. In part, this is due to the increase in people using their mobile phones to search the internet. Anyone using a phone to search the internet will not hang around to wait for a slow-loading website. This means that the quicker your website is, the more likely it is that Google will reward you with sturdy organic rankings.
Page Speed Insights is your go-to tool here. It offers you a visual check of your page speeds and offers suggestions for improvement. You’ll be able to analyze page speed at a site-wide level and at a page level. As you will see, you’ll be able to simultaneously analyze both the mobile and desktop versions of your website.
Scan for website Errors
A 404 may be a “page not found” error, typically caused by broken links and pictures in your website. For instance, if a page on your website links to a chunk of content that has since been deleted, anyone who clicks that link will get a 404 error.
Contrary to belief, broken links don’t result in website penalties. As your content cycles in and out, and your site’s structure changes over time, 404 errors occur naturally (Page not found error).
That said, broken links in essential places will damage your internal linking structure. They will also be a major inconvenience for users who are trying to navigate from one page to another on your website.
Site audit tools have the flexibility to spot all the 404 errors in your website. Once you have found them, fixing them may be a vital, to ensure that every link in your website works correctly. If you link to pages that no longer exist, or that have been moved to a brand-new URL, it’s important to fix these and ensure that they link back to your home page.
Hypertext transfer protocol to HTTPS: build the Switch
In today’s landscape of digital promotion, it’s no longer acceptable to run your website on hypertext transfer protocol. HTTPS is quicker, safer, and is one of the signals picked up by Google to improve ranking.
It is easy to check that your website is running on HTTPS. You will need to manually work out the assorted non-HTTPS iterations of your site domain: e.g. www.site.com; site.com or http://www.site.com and ensure that they have all been redirected to the HTTPS iteration. Then, you’ll need to examine the search index for places where non-HTTPS URLS appear. You can use the Index Standing Report in the Search Console to check that all possible URLs for your site are running on HTTPS – sometimes you may need to manually switch them over to HTTPS yourself.
SEO Audit: More of an art than Science
There is a reason why nobody has come up with a definitive list of how to conduct a successful SEO audit. There are “best practices” in SEO, but these can be inconsistent. Trying to make everything perfect for Google is a bit like trying to catch a mythical beast! Google changes its algorithms on a virtually daily basis, with little communication about why or how it has changed them. Creating a one-size-fits-all SEO audit is a total impossibility. It’s important to adapt and try new ideas.