Websites with poor SEO often feel like they’re screaming into the void. After all, great content goes unnoticed when nobody can find it. This is where an SEO audit comes to the rescue. It’s easy to forget that SEO isn’t a set-it-and-forget-it deal. Like any appliance, regular tune-ups are necessary, which is exactly what an SEO audit provides.
As a content marketer with over a decade of experience, I always advocate a holistic approach. Think of a holistic SEO audit like a full-body scan for a website. It examines everything from content health to technical fitness. There are many factors that affect content performance, so that is the best approach in my experience.
Performing a holistic SEO audit can take a website from a whisper in a hurricane to the booming voice of Morgan Freeman in the vast echo chamber that is the internet. Just don’t expect it to narrate penguins’ lives. That’s a different service.
What is an SEO audit?
An SEO audit examines how well a site performs in search engine results (SERPs). It examines factors like content quality and technical SEO, which includes things like how long it takes a page on a website to load.
However, not all SEO audits are created equal. Many “audits” are incomplete, only telling part of the story. This is why it’s important to pay attention to who is performing the audit. Often, content marketers focus on on-page SEO, obsessing over keywords, meta descriptions, and the like. Meanwhile, UX professionals couldn’t care less about the difference between “there,” “they’re,” and “their” as long as it looks good on mobile and loads fast.
A truly effective SEO audit must cover all these bases. That’s the essence of a “holistic” SEO audit – a big-picture view that considers how all these elements work together to boost a site’s search performance.
The holistic SEO audit process
A holistic SEO audit examines all parts of a website that affect its search rankings. It’s like inspecting every department in a company to ensure they’re all working well together. Let’s break down each part of this process.
Content analysis: The marketing department
Content acts as a website’s marketing team, crafting messages to attract and retain visitors. A thorough SEO audit digs into content’s quality and relevance, checking if it’s hitting the mark with the target audience and using the language they’re searching for online.
A content analysis will also examine keyword usage, making sure important terms are being incorporated naturally. Gone are the days of keyword stuffing—now it’s all about creating value for readers. The audit also examines content structure. It checks if headings effectively organize information. Is text broken up with images, videos, or infographics? A good media mix can keep visitors engaged and help search engines understand content better.
On-page optimization: The sales team
On-page optimization works like a skilled sales team for a website. Similar to how marketing and sales teams often collaborate closely in a company, on-page optimization goes hand in hand with content analysis. Both focus on making a website’s message clear and compelling, but on-page optimization zeroes in on the technical aspects of how that content is presented.
The audit starts with page titles and meta descriptions. Are they compelling and accurate? It then examines header tags (H1, H2, etc.). These help organize content and tell search engines what’s most important, like having clear section headers in a sales brochure.
Image optimization is another key area. The audit checks if images have descriptive file names and alt text. This helps search engines understand what the images are about and can improve site accessibility. The SEO audit also looks at a website’s internal linking strategy. Does each webpage contain link to other, related webpages. Good internal linking helps visitors find more relevant information and helps search engines understand site structure.
URL structure is another important aspect. The audit checks if URLs are clear and descriptive. A well-structured URL can give users and search engines a good idea of what the page is about before they click on it.
Technical SEO: The HR department
Technical SEO is like the HR department of a website. It makes sure everything behind the scenes runs smoothly. When an SEO audit looks at technical SEO, it’s checking how well a website is set up for search engines to understand and navigate.
First, the audit examines site structure. This includes looking at how web pages are organized, kind of like how HR might look at the company’s org chart. It checks URLs, sitemap (which is like a roadmap of a website), and a special file called robots.txt that gives instructions to search engines, such as blocking crawlers from accessing certain parts of a site like confidential data that shouldn’t show up in the SERPs.
Next, the audit looks at crawlability. Crawlability measures how easy it is for search engines to find and read all the pages on a website. If search engines can’t crawl a site effectively, they might miss important content.
Site speed is another vital factor. The audit checks how quickly web pages load. A slow website can adversely affect search rankings. It’s like making sure employees can quickly access the information they need so they can do their jobs well.
Mobile-friendliness is also key as mobile traffic makes up the majority of traffic worldwide. A comprehensive SEO audit ensures a site works well on mobile devices, not just on desktop computers. After all, a slow-loading site can frustrate visitors, sending them running for the exit or even worse…another website.
Lastly, the audit looks at structured data. This involves using special code called schema markup that helps search engines better understand content. It’s like providing clear job descriptions that help HR understand each role in the company.
User experience: The customer service department
User experience (UX) serves as a website’s customer service team. It ensures visitors enjoy using a site and want to return. A detailed UX audit looks at several key areas. For instance, navigation is important. A holistic SEO audit checks if a site’s menu and internal links make it easy for visitors to find what they’re looking for. It’s like making sure a store’s aisles are clearly labeled and products are easy to find.
Readability is another important factor. The audit checks if content is easy to read and understand. This includes looking at font sizes, color contrast, and paragraph structure. Short paragraphs, bullet points, and subheadings can make content more digestible. A holistic SEO audit also examines a site’s layout and design. To provide the best user experience, it’s important to ensure the content is visually appealing and consistent across all pages.
We’ve already discussed mobile-friendliness and site speed in the previous section, but it’s worth noting that these factors fall under the UX umbrella too. Just as HR (our Technical SEO) establishes systems and processes for employees, customer service (our UX) ensures that these systems provide a smooth and positive experience for the end-user.
Security audit: The security guard
The security audit acts like website’s guard. It goes beyond just checking for an SSL certificate (the ‘https‘ in a web address). The audit scans for vulnerabilities that hackers could take advantage of. It checks if software and plugins are up-to-date, as outdated versions can have security holes.
A holistic SEO audit also looks at password policies. Are you using strong, unique passwords for all accounts? It might recommend two-factor authentication for an extra layer of security. The audit checks backup systems too. If something goes wrong, can you quickly restore the site?
Another aspect is privacy compliance. The audit ensures data protection laws are being followed, like having a clear privacy policy and getting proper consent for cookies. It might also check how user data is being handled, ensuring you’re not collecting more information than necessary and that you’re storing it securely.
The security audit also looks at hosting environment. Is the hosting provider reliable and secure? Do they offer features like firewalls and malware scanning? These factors can significantly impact a site’s overall security.
Off-page SEO: The PR department
Off-page SEO acts as a website’s public relations team, managing online reputation. A comprehensive off-page SEO audit looks at several factors.
A holistic SEO audit will look at which other websites link to yours, otherwise known as backlinks. Links from reputable, relevant sites are like getting endorsements from industry leaders. In the early days of the internet, the focus was on getting as many links as possible. Nowadays, search engines prioritize relevance and quality over quantity. The best way to build a healthy backlink profile is to create stellar, original content that naturally attracts links.
Social media presence is another consideration. While social signals don’t directly affect search rankings, a solid social media presence can boost brand visibility and drive traffic to the site.
Lastly, the audit might look at local SEO efforts if there is a physical location. This includes checking the Google Business Profile listing and ensuring the name, address, and phone number are consistent across the web.
Implementing holistic SEO audit findings
After receiving audit results, it’s important not to get overwhelmed by a long list of to-dos. The key is to start with the most impactful changes – those that will yield the biggest improvements in the SERPs.
It’s important to create an action plan with specific tasks and deadlines. Some tasks might be manageable in-house, while others may require professional help. It’s important to remember that SEO is an ongoing process. Regular monitoring of site performance is essential. Complimentary tools like Google Search Console and Google Analytics will are more than enough to get started.
The cost of SEO audits can vary widely. While professional services can be expensive, their insights can make a difference. For those on a budget, starting with free tools like Google’s Lighthouse and gradually investing in more comprehensive audits as the site grows is a viable strategy.
Summing up the holistic SEO audit
A holistic SEO audit is a powerful tool for website improvement. It helps refine every aspect of a site, from content to technical setup to user experience. The result is a website that not only ranks well in the SERPs but also provides value to its visitors.
Excellent SEO isn’t about tricking search engines. It’s about creating an outstanding user experience. When the focus is on providing value to the audience, improved search rankings often follow naturally.
Whether conducting a DIY audit or hiring professionals, taking a holistic approach to SEO can significantly enhance a website’s performance and visibility. It can take your site from a quiet corner of the internet into a compelling digital destination.
Growing your audience is about connecting with the right people at the right time. A holistic SEO audit ensures a website’s message reaches those who need to hear it most, turning visitors into engaged users and potential customers. With a well-optimized site, you might just become the Morgan Freeman of your industry: instantly recognizable, highly respected, and always in demand.