SEO SITE AUDITS
Site Audits Help Determine Any Issues or Crawling Errors
An average glance at a website’s statistics can only provide a shallow understanding of which strategies are successful and which are not. When traffic is booming and conversions are strong, most webmasters stick to whatever’s working. When something goes wrong, however, you need a more accurate diagnosis to pinpoint the problem and develop the most effective solution. Whether your business is declining or simply not growing to your expectations, an SEO site audit may be able to turn it around.
What is an SEO Site Audit?
Site-monitoring applications such as Google Analytics or Webmaster Tools work well for day-to-day usage. They display traffic numbers, keywords, bounce rates, viewer activity and indexing status, along with a number of other features. By contrast, an SEO audit probes deeper, testing every aspect of the site for coding errors and weaknesses that impact optimization. An analytic service reveals issues, but an audit diagnoses them. We use a combination of complex programs and expert knowledge to conduct our audits, testing many different areas, including the following primary contributors to SEO and profitability.
Site architecture is the organization of a domain’s pages and how they relate to each other. For example, a website with a horizontal structure has many top-level pages that only link to a few others lower in the hierarchy. A vertical site, on the other hand, has a long trail of related pages building on top of each other. A mix of both styles is often best.
An audit examines a domain’s overall architecture, as well as its navigation system. Vertical structures provide greater depth on a topic, but they can make it difficult to move between subjects quickly. Crawlers also tend to get lost traveling through dense webs of pages, lowering their potential indexing rates. An intuitive menu system and some restructuring can make a site more accessible to readers and bots alike.
Crawlers are fairly sophisticated programs, but even they can’t work miracles. When a URL returns a 404 error, it reflects badly on the site, hinders SEO and could present a poor image to users. Google’s Webmaster Tools offers a comprehensive list of crawling errors, but it does not describe how to solve them. An audit explores every bad link to determine the source of the trouble, and then rectifies it by either fixing the code or redirecting the broken link to the proper location. As long as a crawler is met with a functioning page, there won’t be an SEO penalty.
The headline of a page is determined by its title element, located in the code’s head. It appears in search results as well as the top of a browser and is of major importance for crawlers trying to categorize by general topic and specific keywords. The title should be unique, short, and contain your main keyword for the page. In blogs, it is usually the post’s title. Don’t worry about dates or the title of your site; the title element is all about conveying the main point of the content, acting like a business card to crawlers and potential readers. An audit ensures that your title tags are in place and as effective as they can be.
Properly Optimized URL Strings
For a more detailed quote on any of the services provided, please use the contact form to get in touch with Paul directly.