Welcome back to the SEO Audit series where I’ve been sharing very critical search engine optimization tips and insight to increase website rankings and traffic.
As a recap, Part One of SEO Audit Increases SEO Effectiveness, we discussed how the SEO audit should be performed when designing or redesigning a website.
We covered that a SEO audit can help to avoid, prevent and eliminate careless search engine optimization errors leading to search engine penalties that would otherwise go undetected for quite some time by the untrained eye.
So, I’m dying to ask, but have you had a SEO audit performed on your website?
If not, then I’m sure after today’s post you will want to have a SEO audit performed ASAP.
In today’s post, I’ll discuss how performing a SEO audit will help identify and verify indexing frequency, and off-page and on-page optimization strategies.
Let’s dive in, and pick up from where we last left off.
3. A SEO Audit helps to identify and verify website crawl and index frequency
Once your website is ranking in search engines, it’s always in, right? Wrong, not always!
I can’t tell you the number of times I have customers that have lost crawl frequency and indexing due to sitemap errors.
And to make matters worse, they compounded errors by not using webmaster or web analytics tools.
So simple and easily correctable errors grew over time into exponential monsters, destroying their SEO efforts and search engine rankings.
The mentality of “once in, always in” should never be assumed when speaking in regards to search engines.
From untidy source code to a simple misspelling or name change with the sitemap file or robot text, and KABOOM, your website loses indexing and crawling frequency.
In addition, indexing may contain a variety of challenges and issues like linking to useless and incomplete pages that can drastically impact search engine rankings negatively.
The other side of this equation is links not being followed or important pages not being indexed which is equally as dangerous.
So for this purpose, a SEO audit helps to ensure important web pages and links are being followed and indexed on a consistent basis as well as identify website errors negatively impacting the crawling and indexing process.
4. A SEO audit identifies on-page optimized pages no longer ranking
If there is one thing a SEO audit can display with exceptional clarity time after time, it is the ability of optimized pages to lose their SEO effectiveness over time.
Many website owners and customers view search engine optimization as a one-time checklist of actions.
One-time SEO efforts can be effective for a short time, but not long term.
SEO is a forever moving target riddled with hundreds of attributes to consider on an ongoing basis.
Because certain SEO elements were once deemed the correct action to perform to achieve search engine rankings, now those same SEO elements are deprecated or, in some cases, considered to be black-hat seo tactics.
That said, a consistent and thorough SEO audit can help you identify on-page optimization techniques that are deprecated.
On-page optimization elements discovered by a routine SEO audit usually includes the complete scan of URLs, Content, Meta Tags, Image tags, external and internal linking and other body tags.
In addition, a SEO audit will help determine suggestive and corrective on-page optimization actions to perform to increase search engine rankings for each website page as well as the website as a whole.
5. A SEO audit will eliminate forgetting or neglecting off-page optimization
As with on-page optimization and the passage of time, SEO best practices and guidelines are forever changing.
Because of the multitude of changes at any given point in time, SEO consultants and strategists must stay on top of their SEO knowledge, changing their strategies to adjust to new SEO rules.
Keeping all search engines in mind, it is highly essential to have regular SEO audits of your off-page optimization.
A number of times I’ve experienced customers with superb on-page optimization strategies while totally neglecting off-page optimization strategies.
Then, they wonder why their website is not ranking well in search engines. I’ve also seen the opposite occur where off-page is superb but on-page is lacking.
A SEO audit of your off-page optimization strategies will provide adequate feedback and detail for how well your website performing in regards to social media signals, domain and page authority, and backlinking along with the value of those backlinks for your website.
SEO audits help you find detrimental backlinks to avoid severe SEO penalties.
Since most think of link building when referencing off-page optimization, something to keep in mind with off-page optimization strategies is that not all backlinks are good backlinks to help your website rank.
Some of the backlinks, whether organic or inorganic, might be harmful for your website if they are against the search engine SEO policies.
When in doubt about backlinks or any other questionable off-page optimization techniques and tactics, my motto is to steer clear of deceitful SEO practices, doing so will save you much SEO heartache and pain long term.
Stay tuned for Part Three, the final, of the SEO Audit series
In closing, think of performing a SEO audit as an all-year-around digital cleaning tool and continuous effort.
Again, I can’t express the importance of having the right tools and tool knowledge.
When implementing and executing sound SEO strategies to increase website rankings and traffic, a SEO audit will help you determine the right tools and strategies to implement, execute and measure.
Having a SEO audit performed on a consistent basis is a must-have tool in your toolbox.
A SEO audit will provide your website the needed foundation as well as the appropriate SEO building blocks to create an effectively optimized website.
By the time you reach to the end of this series in its entirety, you’ll have a thorough understanding of the relevance and importance in having a consistent SEO audit performed.
In the last installation of the SEO audit series, we’ll discuss why SEO’ing in the dark and without benchmarks only leads to more darkness, and less search rankings and website traffic.
In the mean time, go and have a SEO audit performed… and come back and share the results with me. 😉