When conducting comprehensive Website audits for SEO, I follow a systematic approach to identify opportunities for improvement and prioritize fixes based on their potential impact on rankings, traffic, and overall site performance. Here are the key steps I take:
Technical SEO Analysis:
I start by analyzing the technical aspects of the website to ensure that it’s well-optimized for search engines.
This includes: Crawlability and Indexability: Ensuring that the website is being properly crawled and indexed by search engines.
Site Speed and Performance: Analyzing page load times, mobile responsiveness, and Core Web Vitals.
Structured Data: Reviewing schema markup to improve search result visibility and making sure that the Google Business Profile (GBP) has been claimed, verified, and categorized correctly. Regular keyword-specific posts, as well as timely replies to reviews, ensure ongoing engagement and signals to Google that the business is active.
On-Page SEO: I review the content on key pages to ensure it’s optimized for both users and search engines:
Keyword Optimization: Checking if primary and secondary keywords are properly used in titles, meta descriptions, headers, and content.
Content Quality: Evaluating whether content is comprehensive, unique, and valuable to the target audience.
Internal Linking Structure: Ensuring links flow logically and distribute authority across important pages.
Google Stack Integration: I create and optimize Google Drive documents, sheets, presentations, and drawings to reinforce location and service-based keywords. These assets are interlinked to each other and the website to boost topical authority and support rankings.
Off-Page SEO: I examine the website’s backlink profile to assess its authority and relevance:
Backlink Quality: Reviewing the quality, quantity, and diversity of referring domains.
Anchor Text Optimization: Ensuring that backlinks have appropriate anchor text for target keywords.
Google Sites & Citation Backlinks: I leverage Google Sites to create additional content hubs that link back to the main site. Citation backlinks are created across local directories and other high-authority platforms to enhance local search visibility and build domain authority.
Optimized YouTube Descriptions: Ensuring that YouTube videos linked to the business are properly optimized. Descriptions include relevant keywords, service details, and links back to the website or specific pages.
User Experience (UX) and Mobile Optimization: I assess the user experience on both desktop and mobile devices to ensure users can navigate the site efficiently:
Mobile-Friendliness: Ensuring the site is optimized for mobile users.
User Engagement Metrics: Checking bounce rates, session durations, and other engagement data.
Competitor Analysis:
I compare the site against top competitors to identify gaps and opportunities in content, backlinks, and keyword targeting.
Prioritizing Fixes:
I prioritize fixes this way based on factors like:
Impact on Rankings and Traffic: Issues like broken links, duplicate content, and slow load times directly affect SEO performance and are prioritized.
Technical Issues Affecting Site Functionality: Ensuring the site is crawlable, indexable, and accessible is critical and addressed first.
Quick Wins: Addressing issues that can quickly improve rankings or user experience, such as optimizing title tags, improving internal links, or fixing broken links.
Content Optimization: Enhancing underperforming content or filling content gaps based on keyword research.
Leveraging Google Stack, GBP, Google Sites, and YouTube Optimizations: Prioritizing the integration of Google Stack properties (Docs, Sheets, etc.), Google Business Profile management, Google Sites, and optimizing YouTube descriptions to build authority across Google’s ecosystem, boosting both local and video search visibility.
Long-Term Enhancements: Larger projects like redesigning the site architecture or building out a stronger backlink profile are prioritized based on their longer-term potential impact.
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