SEO Audit Checklist
Websites need to undergo a technical SEO audit from time to time especially since Google is constantly updating their SERP (search engine results pages) algorithms on a frequent basis it seems lately (Hello Panda and Penguin!).
Here are a few things you should be looking at during an SEO audit of your company or personal website:
1. Broken links.
Broken links act as dead-ends for both the search engines and your visitors arriving at your website. Websites shouldn’t have more than a few dead links at any given time and it is important to implement proper 301 redirects to alleviate this problem. Too many broken links can hurt your SEO efforts, as well as the user-experience. An SEO audit should pull a list of every broken link on your site so you can redirect them to existing pages within your website.
2. Duplicate content.
Duplicate content (different URLs with the same content on each page) can raise a red flag for the search engines, as it may look like you are trying to trick the algorithm by creating multiple pages that say the same thing and target the same keywords. Many site owners don’t even realize they have duplicate content on their site, but if you do, you are actually hurting the search engine optimization of your website. Not only are you splitting the internal and external links between the two pages, you are also splitting your visitors. An SEO audit can help identify any duplicate content issues on your site, including Meta data (title tags, Meta descriptions and so forth). It is important for site owners to write custom title tags and Meta descriptions for each page of their website and not use auto-fill to apply the same title tag for each page throughout your site.
3. Link portfolio analysis.
One of the most important aspects of an SEO audit for your web site is to run a link portfolio analysis to ascertain the quality of your link profile. Depending on how large your link profile is this might take a while, but you should check out each and every link to make sure it’s the kind of link you want associated with your site. While you can’t always control who links to you, you need to keep an eye on your link portfolio to make sure it’s not full of low-quality and spammy links. When analyzing your link portfolio be on the lookout for:
– links in blog networks which were deindexed by Google
– links in the footer of other websites – links on unrelated sites
– too many paid links
– links on unrelated sites
– link exchanges to spammy sites
– hidden links
One our marketing agencies favorite thing to do is look at your competitor’s backlinks. This can help you uncover any missed link building opportunities and help you find new sources of links.
4. Anchor text analysis.
One last important step in your seo audit plan is to check anchor text distribution. Your SEO audit needs to pull data on what anchor text you are using as part of your link building, as well as how frequently you are using each word. In a perfect scenario, the greatest percentage of your anchor text should be branded. It’s important to make sure that you are a using a wide variety of non-branded keywords as well (including keywords you’re actively targeting on your site and long-tail variations) so you keep your anchor text looking as natural as possible.
Looking for an SEO firm to help you get your business ranked in Google and Bing? Contact for more information.
Operation Technology is a leading Chicago marketing agency offering professional internet marketing services including website design, web development, search engine optimization (SEO) and internet marketing services for small-medium sized businesses throughout the United States.
By Brad Fogel