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How to Conduct a Technical SEO Audit: Part 2

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This is part 2 of 4 in our technical SEO audit series.

Let’s be honest right up front: if your site has never had an SEO audit performed, it’s time to have one done. Technical SEO audits are not easy work, either.

They can be as complex or as simple as you want. We can’t go into full-depth here because discussing all the nuances fills many, many pages. But, we can discuss some of the basics and more common problems found over a series of blog posts. When you correct all the various technical SEO factors, the net benefit to you is better search rankings and the best ability to rank in Google for the long-term.

Here are some of the major on-page things you should check for:

  1. Are keywords in the title tags for every page? This is one of the biggest signals that tells Google what terms you want your page to rank for. Ideally, the keywords are near the beginning of the title. The title should also be benefits-oriented and include your brand name, if possible.
  2. Are meta descriptions unique, interesting, and do they include calls-to-action? Each page should have its own meta description so visitors know what to expect when they actually reach the page. Calls to action increase your click-through rate, so they’re important to have.
  3. Is there enough copy on each page? Best SEO practices include having at least 300 words on the page for static web pages, and at least 400 for blog posts. Neil Patel, inbound marketing thought leader, found pages with 2400+ words of content rank the best. You don’t have to use that many words, and you shouldn’t unless the words are helpful to visitors. But, it demonstrates the point you need to have substantive content on each page.
  4. Keyword placement. Besides having the keyword in the SEO title, it should be included in your meta description, the URL of your website, the h1 tag on your page, and another couple places within the page’s content. This allows the language to sound natural, while also make it clear to Google which keyword you want to rank for.
  5. What is your home page’s authority? You can easily check this yourself by visiting http://www.opensitexplorer.org. “Authority” refers to the amount of trust Google places in your website, and the specific page checked. The higher your authority, the easier it is for your site to rank for various keywords. However, authority and rank do not have a linear relationship. Yours can be higher than another website’s, but it can still rank lower than it in search. Authority basically gives you a much better probability of ranking for a keyword, and you want to keep it as high as possible. One of our future posts will discuss what to do to increase your authority.
  6. Is regular content being created? Google doesn’t want content – it demands it. You should be producing at least 1 blog post per month, and even more than that if you can. The posts should be interesting and of value to your readers, and they also should be something hard (ideally impossible) to find anywhere else on the web.

So those are just a few technical SEO factors affecting your search rankings. There’s much more detail to check like:

It gets as detailed as the person or agency performing the audit is willing to go. And the more detail, the better.

 

 

Only a few companies do it all – The Whole Shebang – and mix these services together, similar to a recipe to achieve the best possible results. i5 is one of those. We can provide each element as a standalone, just Social Media, and do it very well and tie one to another to achieve the best in overall marketing.

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