An SEO audit or search engine optimisation audit aims to make your website as Google friendly as possible. And by this I mean, we want Google to be able to find it and read it. But not only that, Google wants your website to be useful and interesting to people. If done right, your SEO audit will lay a solid foundation for your ongoing SEO strategy.
I have conducted a lot of SEO audits for various types of businesses across different website platforms. Every website is unique and so is every business. Which is why no two audits are ever the same. However, there are key elements which I check across all types of websites. It’s these audit checks that I want to share with you today.
Before conducting an audit, I like to explain my processes to clients about what’s involved. A lot of my clients ask the question about what I do when I conduct an SEO audit. Therefore, today I thought I’d blog about it!
This is not a post to tell you how to do an SEO audit but what is important to check. But not just that, why it’s important to check these things and how they will impact the success of your website.
The 2 stages of a GCD SEO audit
I break my SEO audits into two key stages. The first is the SEO technical audit and this is followed by the SEO content audit. I like to start with the technical audit, as before we even think about driving people to your website, we first want to make sure it works and functions well. Alongside this, we need to make sure you have great unique content and the right tracking set up so you can measure how effective your SEO efforts are.
The size of your website will determine how long your SEO audit will take. However, in my opinion, it’s better to start sooner rather than later, so if you can chip off a few tasks every month – you’re 10 steps ahead of where you were before.
I prefer to do the audit in one go as it means you can see results a lot sooner. However, like all things, money can sometimes stand in the way of that. Which is why I have a unique plan of attack with all my clients that helps them achieve what they need alongside getting there SEO on point.
The technical SEO audit
Personally, I love a good technical audit. It’s the time for me to pull to pieces, figuratively, not literally, your website. While a broken link may seem a small, insignificant thing to you, in terms of SEO and your website visitors, it can mean crappy usability and lower rankings. Fixing that link can mean potentially a new customer for you.
Here is a general list of items I go through and check – there are more but alas that would make this one hefty blog post! As I mentioned, each website is unique and therefore my audit strategy is never the same, it’s customised for each client.
Is your site showing in Google properly? Obviously, this is a big one, are all your webpages showing on the Google search results pages. Alongside this, are there any pages which shouldn’t be (e.g. thank you pages).
Is your Google Analytics tracking set up properly? It’s important your website tracking is set up correctly and these days, if you’re not using Google Tag Manager, you should be sorting that out stat.
Can your conversion actions be triggered? If someone wants to contact you, do your forms work? Does your shopping cart work and is it super easy for someone to buy from you? These are all questions I help you answer.
Do you have a Google Search Console account and are you using it? GSC is a great tool to pick up on errors with your website alongside showing you performance data for how your website appears in Google Search (this account should be set up and an XML sitemap uploaded).
Is your website accessible and easy to use on desktops, tablets and mobile devices? It’s important your website can function no matter the device someone is on.
Does your website work properly across all web browsers? Its important people using Chrome, Safari, Firefox and other web browsers can view and use your website well.
Is the speed of your website losing your business customers? 2-3 seconds is how long it should take for all your webpages to load across all devices if not, you’re losing out on customers and google rankings.
Are your images optimised? Overly large image file sizes are typically the culprit for slow website speed, therefore images need to be reduced in size, compressed, renamed and given ALT text which reflects what the image is of.
Are your videos optimised? If you’re adding videos to your website, you want to ensure these also don’t slow down your website alongside using transcriptions effectively and structured data markup.
Do you have duplicate content issues? Google doesn’t like seeing the same content in multiple locations around the web, whether you’ve got the same content on 2 pages of your own website, or you have the same content as another website. If this is occurring then removal of said content / implementing canonical URLs will be advised to avoid this. Check to see if your website can be accessed via both http/https and www/non-www. If your website loads and does not redirect to one version, then you’ll have duplicate versions of your website which is not good for SEO.
Are you using internal links wisely? Linking throughout your webpages helps Google and helps guide people through your content, things like breadcrumbs, an HTML sitemap and more might be recommended.
What other websites are pointing links to your website? It’s important to take a moment to see what other websites have a link to your website alongside looking into where you can obtain links from in the future. The more relevant, high quality backlinks you have, the more ‘popular’ you are in Google’s eyes.
Are there any broken links on the website or unnecessary redirects? It’s important when someone clicks a link on your website or to your website from somewhere else on the web, that the user lands directly the page you want them too. My SEO audit will help you identify all broken links and links which are going through an unnecessary redirect.
Are you using structured data markup? Structured data is a forward-thinking SEO approach and can help show more details on the search result pages (e.g. review stars, product prices and availability, breadcrumbs and more!).
Does your website structure make sense to Google? The structure of your website is very important in helping Google understand the hierarchy of your content. Think of your website as a tree diagram – the most important pages at the top.
Does your website tick all the Google SEO Starter Guide boxes? I love this SEO Starter Guide from Google! It’s a great resource to consult every now and then to ensure your website is on track.
So that’s a good start on what I check when I do a technical audit on your website. I try to spend as much time on the site as possible across desktop and mobile to make sure it works as well as possible.
Once we have got the technical SEO recommendations underway, I move onto the content audit.
The content SEO audit
This part of the audit is where I look at what is on your webpages. Alongside looking at what keywords your potential customers are typing into Google. The content audit can be broken into two parts:
During the keyword research phase, I look into what keywords we should target on your website. Prior to starting this audit, I send any new clients my ‘Getting to know you form’. This is where I find out as much as possible about what you do, what’s important to you and who your desired customers are.
By using this information, your website and a number of online tools, I conduct my keyword research. This phase typically takes a good 3-4 hours for a basic website and up to 10 for a more in-depth website with lots of ‘themes’.
I pull all my research into a Google Sheet to share with my clients. The document will include a list of keywords I believe we should target. Which pages we should target these keywords and also stats on how many people search each month for those words and more.
I use a multitude of tools such as Google Keyword Planner, Google Trends, SEMRush, Moz and plain old Google search results.
Once both my client and I believe these are the keywords that will bring in sales/leads, I then analyse the website.
On-page content audit
Typically during my audit, I will have time to optimise at least 5 of your pages based on our keyword research. For all the other pages, we can either work through these during a monthly retainer, or you can DIY based off my examples.
When optimising a webpage for our target keywords I will review and propose suggested changes for;
Metadata (the meta title and description is what shows on the Google search result pages – here are some tips on how to write metadata)
The URL (is it clean, with no unnecessary characters and uses hyphens between words)
The headings on the page (are you using the proper h1, h2, h3 headings so Google understands the important sections of your content)
The body content of your page, is it optimised and useful to the reader, does it include all the important keywords relating to that topic and is it easy to read and formatted cleanly.
The images/videos and any other content on the page is there room for these to be optimised and help aid your content better
Once I have laid out all my recommended changes in a Google Doc (or Word Doc if you’d prefer), I will send it through to you for approval. Before making any changes to the website, I always will ensure I have sign off from you first.
When you have signed off the changes, it’s time to implement!
But what happens after the audit?
During my audit, I place a lot of importance on explaining clearly and laying out instructions in my documents of what needs to be done moving forward. If you have the time to implement SEO yourself, this should give you some good tips on how to do this.
On the other hand, if you don’t have the time to continue to roll out SEO updates to the rest of your website and maintain your SEO on a regular basis, that’s when we’d chat about an ongoing business relationship.
I work with a number of businesses on an ongoing basis. Each relationship is different and how I help them is slightly different. However, everyone’s aim is to get more customers through their websites.
If you think you might need an SEO audit or simply just have a couple of questions to ask, feel free to pop me an email and I’ll get back to you as soon as I can: firstname.lastname@example.org
Casey is an absolute delight to work with. We've seen incredible results across our SEO and Google Ads, and would definitely recommend Grand Cru Digital. Casey really goes over and above for her clients. Thank you, Casey!
GLOW AND GIFTS
01:29 05 Oct 20
Casey is amazing!!1 month of working with her and I know it's going to be a successful partnership with her looking after our SEO. The communication is second to none and she always has answers for my (many) questions.The results from our first month working together have made me so excited to continue working with her, but also excited for the future SEO achievements I know the website will (now) make.Thank you so much Casey! You're a gem!
04:41 05 Aug 20
As a small family run online business, we have worked alongside Casey for many years and cannot speak highly enough of the service that she provides. This lady and her skill set are the reason we can sleep easier at night, knowing that our online presence is in the hands of someone so professional and personable, who gives 100% to what she does and has the results to show for it!
18:36 24 Jun 20
Awesoma and educational posts, nice personality <3
12:52 17 Jun 20
Although I have not yet used Casey's expert services, she is my go-to for knowledge, advice and SEO tips. She not only is amazing at what she does, she really knows how to run a good business.
05:12 08 May 20
Casey has been looking after my SME business SEO for more than 4 years, and I could not be happier with her efforts. She has been instrumental in growing our business, which she has come to know very well. She is on target with her suggestions, thoughts and ideas for us to continue to grow our online presence and we could not operate in the digital age without her expertise. Having Casey work 'side by side' with my business, allows me the time to get on with the business without the day to day time and worry of SEO. As far as I am concerned, Casey is an absolute star!
08:25 12 Feb 20
Casey is just the best. She always goes above and beyond and has helped me more times than I can count. The results I've seen since we've in the past year can be directly attributed to her efforts. She's a rock star. Highly highly recommend.
23:34 02 Jan 20
Casey is AMAZING. She always goes above and beyond what is asked for, she is super friendly and efficient. She has helped me set up google ads/analytics for my business and actually helped make sense of it all (not an easy task).
04:09 23 Dec 19
Working with Casey from Grand Cru Digital has been fantastic in continuing to enhance my on-line presence. Casey is innovative, knowledgeable, enthusiastic and incredibly efficient !
04:12 06 Dec 19
I originally came into contact with Casey through her blog the Travelling Corkscrew. Casey has been a great supporter of our businesses and has over the last several month given me lots of complimentary snippets of information that have greatly helped us improve our business, web presence and social media content. Casey is also just a really, really nice person! Looking for useful & meaning information give her a follow! You won't regret it. Kind regards Karen Civello @MrMustangHire and @MsMu5tang
09:17 24 Nov 19
Casey is a lifesaver! She's helped me on a couple of occasions now where my SEO needed a little TLC - she's thorough, detailed and super smart, and she absolutely knows Google inside out. Plus she's also the nicest person you will ever work with! If you have a small business I would highly recommend Casey as your SEO and Google Ads manager!
Clare Wood Coach
04:03 18 Nov 19
Casey is absolutely fantastic! She is knowledgeable and very thorough in her approach and really goes above and beyond. And she does it in a really friendly manner! I highly recommend Grand Cru Digital
05:12 04 Nov 19
So very happy with Casey's services for SEO on our new webpage. Casey went above and beyond to deliver us with the right targets for our audience and worked seamlessly between our project manager and website teams. We highly recommend Grand Cru Digital for all your SEO needs.
05:00 18 Sep 19
Very happy with Grand Cru Digital, so refreshing dealing with someone like Casey who is constantly proactive and creative to benefit your on line presence.
01:51 08 Aug 19
Casey at Grand Cru Digital is amazing! Efficient, effective and also friendly. Everything is executed promptly, results are shown and explained, accurate timeframes are advised and all done in a professional and caring manner. Thank you.
10:48 05 Aug 19
Casey is awesome! She knows her stuff and is a dream to work with! Highly recommend her services!
04:23 18 Jun 19
I highly recommend working with Casey if you need assistance with SEO & Google Adword campaigns. She was great to work with and knows her stuff. We are already seeing terrific results with my businesses online presence and brand awareness and l look forward to seeing this grow. I have learnt alot about SEO & Analytics in my time working with Casey which will be hugely benefitial...Thank you Casey you are a star!
03:47 13 May 19
Oh my god this women is seriously amazing! Thank you Casey for being such a pleasure to work with. Casey knows exactly what she is doing and was very happy to explain to me as if she was explaining it to a 5 year old haha cause I was way out of my depth. I'm so glad I paid for a service that was able to take control, give me exactly what I wanted and take away the stress. The extra bonus is how lovely Casey is and always willing to go the extra mile. Thanks Casey x
10:50 22 Apr 19
Casey has been wonderful to work with. She held our hand every step of the way and gave us so much information to manage our Google listing. With her knowledge and support we have managed to increase our online presence in an new location that we have been targeting. We couldn't recommend Grand Cru Digital highly enough. Thanks Casey!
00:06 27 Oct 18
Casey was a dream to work with - really efficient, incredibly informative. Huge relief to deal with someone competent in this area. Highly recommend! Thanks Casey!
Budget Self Pack Containers Info
04:15 26 Oct 18
Casey at Grand Cru Digital is extremely knowledgeable and experienced in providing SEO and online marketing support. She is brilliant to work with - she responds quickly to all queries and always provides well thought out strategies and suggestions. We have seen a marked increase in traffic to our site since having Casey advising us and her services are excellent value for money. We would highly recommend her to anyone wanting to improve their online presence.
02:18 25 Oct 18
Grand Cru Digital is fantastic to work with. Casey is pro-active, results driven and always making valuable suggestions to improve leads and traffic to our business. An excellent company to work with.
Clarity Essential Wellness
07:08 29 Aug 18
I didn't even know SEO existed till I spoke with Casey. A friend passed her detail on to me. After talking for about a minute I knew this girl was onto it. Casey explained the ins and outs of what she does and why I needed it. Honestly I had no idea about half of what she was saying, haha, but trusted her instantly. And that was one of the best decisions I made. This girl has opened my eyes to the world of GOOGLE. Casey works so hard behind the scenes to make sure everything is spot on. I cant thank her enough. She has quickly become someone I respect wholeheartedly but more importantly a great friend. I cant wait to see what she has in store next
01:36 30 Jun 18
Casey is very generous with her knowledge, extremely helpful and her customer service is second to none! Highly recommend for small businesses who want a personalised approach.
06:23 04 Jun 18
I hit a big problem with the traffic on my website, and every SEO specialist I spoke with wanted to sell me a big support package, whilst I felt I had a fire I needed to put out first. Casey suggested an SEO audit, and uncovered so much useful information in such a short space of time, and got everything back on track. She knows her stuff and was brilliant to work with.
Cat Haven WA
06:15 31 May 18
Casey from Grand Cru is efficient and so helpful! She helped us optimize our website at Cat Haven and walked us through what everything meant and how to complete each stage, resulting in a highly optimized site. She was also able to help apply for our Google Adwords grant and apply the grant so we now have our site showing right at the top of Google search pages. Fantastic service, great result -so happy and highly recommend.
Renee Brown Brown
02:51 31 May 18
Casey is terrific at what she does, one quick audit, and we were ranking organically on first page ! No google ad spend (yet- we might do that later) we couldn’t be more pleased.We are ranking higher than some of the “big boys” in our market.Thanks Casey!
06:03 15 May 18
Casey from Grand Cru Digital is amazing! Her expert knowledge of SEO and GOOGLE is second to none! Casey helps you to grow your business online, whilst providing a personalised service you can trust! Thanks Casey for all your help! I have loved having you as my new online marketing specialist!