A proper SEO audit is one of the most important things when optimizing a business website. If you are new to the world of digital marketing or, on the contrary, you already have a considerable knowledge in this aspect, it is essential to make a good SEO audit to improve the positioning of your website and to appear among the first search results.
Throughout the history of Google, the Internet giant collects a series of proprietary algorithms that indicate and establish what websites leave the first page, why a website is penalized, which sites are considered the most interesting, etc. In fact, in recent years, algorithms have been leaning towards improving the user experience.
Being in a good position is really complicated because of a brutal competition and there can only be eight results on the front page. (This number may vary depending on the term you want to search in Google, or the algorithms established by Google itself, which are changing over time). After clarifying this part, you should know that one of the best things you can do to get your website to position on the first page of Google is to follow an effective SEO strategy.
Where to begin?
The best case scenario is that you already have a preconceived idea of your website. First of all, you must define an SEO strategy to translate it into the entire design and composition of the website in question. On the other hand, if you already have a business website, you can redesign it and introduce small changes to try to boost your presence in the fantastic world of Google.
What to consider in order to make a good SEO audit?
To make a good SEO audit means to analyze your website in depth in order to find new opportunities and enhance all the qualities you can. To do this you need the tools, competition research, and analysis of important data.
1. Redirect Chains
This data will indicate all the redirection chains that your website can host. For example, imagine that on your website you have a URL with a 3xx code that, at the same time, has another 3xx code and so on. The fewer redirections you have on your website, the better.
2. Lock redirects
This option reports all the redirections or redirect chains that end in a URL blocked by robots.txt.
3. Infinite redirect loops
These are URLs that redirect themselves. This poses a problem of transmission of authority between some URLs. In the end, what happens with this is that Googlebot is constantly circling on your website in order to track it and never ends, because it returns again and again to the same URL.
4. Calculation of the Internal Page Rank
The internal Page Rank is the “strength” that each one of the internal URLs of your website has. You should know which URLs have the most strength and check how you can help others that have a “weaker” Page Rank.
5. Loss of the Internal Page Rank
You can also identify the areas of your website where you are wasting the strength of the Page Rank. This usually happens when images or files that are in other URLs are linked, etc. But why? Well, when linking some things with others, you are directing strength to a series of URLs that do not return anything back. The solution? Try linking to other URLs where force is transmitted “reciprocally”.
6. Internal links to a single URL
To get this data, all you have to do is click on the URL that interests you and click on the option of internal incoming links.
7. Canonical chains and those that end in blocks
A canonical URL is one that dictates to Google the exact route to reach a certain element that is inside the web page. For example, it can be a product in the case of an e-commerce. This type of URL perfectly concentrates the SEO in a single URL and prevents the Page Rank from dissipating. Canonical chains are those that point to another URL. On the other hand, canonical chains that end in blocks are those that are blocked by robots.txt.
If you want to make a good SEO audit of your business site, you need a professional by your side. With that in mind, feel free to contact us at TechBear. Our expert web designers and developers can (re)create your website for you and make it so that both Google and users love it. Of course, you can count on regular website maintenance, top notch SEO, ADA audits, content creation and social media management as well. If you already have a website, give it a check by taking TechBear’s free SEO test.