An SEO audit evaluates the search engine optimization friendliness of a website at a point in time. It identifies factors slowing traffic growth and assesses problem severity. The audit examines technical, semantic, link popularity, and competitive elements. Technically, it checks the server, crawlability, page speed and templates. Semantically, it evaluates keywords, coverage, targeting and content quality. For links, it considers volume, quality and abnormal patterns. Competitor audits mirror these analyses. Regular audits are important as things change without notice. The website owners and editors are also important to audit.

1. SEO AUDIT IN 2016

2. BEFORE WE START
ONE AUDIT
TO RULE THEM ALL

3. BEFORE WE START

4. SEO AUDIT??
SEO Audit is an assessment
of the SEO friendliness of
one website at one point in
time.

5. SEO Audit? Why?
Identify factors slowing
down your SEO campaign
Assess the severity of the
problems
Prioritize actions to
implement
Find new lever to increase
traffic

6. SEO is a Team Effort
The website editor/staff is the chief architect of
its own success!

7. When SEO becomes Psychoanalysis
You should not audit the website only, You
should also audit the editor.

8. AUDIT PERIMETER
Audit perimeter can be fairly large

9. AUDIT PERIMETER
4 audit types combine into 1
• Technical audit
• Semantic audit
• Link popularity audit
• Competitive audit

10. TECHNICAL AUDIT
From top to Bottom
• Server / domain
• Crawl
• Pages templates & Website speed

11. TECHNICAL AUDIT
Server / domain
• Other domain
• Whois and Registrar
• IP Address

12. Crawl
• SEO Crawl Vs Index
• SEO Crawl Vs. Sitemap
• DUST
• Crawling Errors
(404,403,500)
• Log Analysis
TECHNICAL AUDIT

13. TECHNICAL AUDIT
Templates and Speed
• Pages without JS
• Page architecture
• Responsiveness
• Navigation
• Page components size
(images, video, text)
• Markup

14. SEMANTIC AUDIT
Content is King
• What are your key terms
• Do we cover the right terms
• Is the right page target the
right term
• Content Quality

15. SEMANTIC AUDIT
What are the important keywords
• No miracle solution for this
task.
DOING JOBS YOU DON’T WANT TO SINCE … FOREVER

16. SEMANTIC AUDIT
Do we cover the right terms
• Usually a straight forward
process

17. SEMANTIC AUDIT
Is the right page cover the right term
• Combination of your analytics and AWESOME
search analytics tool like Stat - https://getstat.com

18. SEMANTIC AUDIT
Content Quality
Look for:
• Duplicate
• Thin content
• Empty pages
• Outdated content
• Misplaced content

19. LINK POPULARITY AUDIT
GO DEEP
• Number of links
• Quality of the link

20. LINK POPULARITY AUDIT
“Abnormal” link popularity could be the sign of
a larger problem
• Too many links too fast
could mean NSEO
• Too few links too slow
could be a lack of brand
awareness

21. LINK POPULARITY AUDIT
Quality is even more important than Quantity
• Be Accurate
• Do not rely on one tool
only
• Evaluate every link one by
one
• Have a plan for removal,
disavow, modification

22. COMPETITORS AUDIT
Pretty much all of the above but on your
competitors website.

23. COMPETITORS AUDIT
Once Again it helps to have the right
tool to assess your competition
visibility! And strategy!
We Can help
with that Too!

24. COMPETITORS AUDIT
Your competitors in business may not be your
competitors in SERPs.

25. DO NOT FORGET
SEO Audit should not be a 1 time thing

26. DO NOT FORGET
BECAUSE THINGS CHANGE
(SOMETIMES WITHOUT YOU KNOWING! #SEOHORRORSTORIES)

27. Questions
QUESTIONS?