How to Prepare SEO Audit Report

Last Updated in February 2021 by Lukasz Zelezny

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What is Technical Search Engine Optimization (SEO)?

SEO is a vital unit of every strategy in terms of digital marketing. Search engine optimization is the mainstay and one of the most reliable tactics of digital marketing. It is also predicted to be essential in the future. To have the ideal technical search engine optimization, you just need to do several things together that can notably get you in the competition and enhance your technical search engine optimization, as no hack can help you get the Ideal technical SEO. SEO strategy is composed of various tasks and facts that work collectively to achieve the goal of more traffic, and better visibility, as this is a great plan in terms of increasing the revenue.

What Is Technical SEO Audit And Why It Is Necessary To Conduct?

technical search engine optimization audit is a process through which you can examine the technical features of the SEO of your website. This process is used to determine the progress of the site, and to find out the errors that need to be fixed regarding the improvement of the website. The bots of search engines used to find websites and pages, after that before ranking your website in the result of the search engine, they inspect your pages for the various factors of ranking. Search engine optimization is upgrading constantly, and all the marketers are improving themselves accordingly. Due to this, to remain relevant, you are required to keep updated. The traffic on your website may get attracted to your competitor’s website if you don’t check the health of your website. Mini Audits should be performed monthly due to the frequent changes in technology and search algorithms. Moreover, after every 4-5 months, a full-fledged technical search engine optimization audit must be conducted.

What Are The Factors Affecting SEO Audit?

Three different categories of factors which can disturb SEO of the website such as technical factors that are off-page and on-page factors. Technical factors include some technical features like the speed of page loading, indexing, and hosting. On-page factors include factors like target keywords, site content, and the terms related to them, while off-page factors are the factors that include the references from outside as well as backlinks from other websites to your website.

Audits of each of these factors should be conducted after a specific time, as it will help you to check if you are updated according to the current changes in industry conditions. The Mobile-readiness of your website is one of the most significant factors that you should keep in your mind. Google search engines give importance to mobile-friendly websites, as around 50% of people use mobile to search on Google.

What Are The Steps Of Conducting On-Page Technical SEO Audit?

Now you are quite familiar with the term technical SEO audit and the parameters it comprises. It’s time to learn how you can conduct an audit yourself. Website crawling is the initial step of conducting each technical SEO audit. For the crawling of your website, you can use tools like DeepCrawl. Apart from that, tools like SEMrush’s On-Page SEO CheckerSpyfu, can give you significant recommendations regarding the betterment of your website’s technical SEO, SEO strategy, content quality, and backlinks. You can detect faults like poor images, bad keywords, broken links, and page title issues through these crawlers.

You can also detect unlinked pages, excess redirects, and duplicate content through them. Another thing, that you can do is you can check your crawl budget by looking at the Google Search Console. Google’s frequency of crawling your website as well as the number of pages crawled, is basically your crawl budget. You can take an idea of how your website is crawling by Google through your crawl budget. Do the following actions to make the most of your crawl budget.

  • Remove duplicate pages as much as you can, and you can block duplicate pages from the bots of a search engine if you want to keep them due to any reason.
  • Remove duplicate content, as your crawl budget can be ruined by duplicate content.      Duplicate pages can be found, by tools like Screaming Frog. These duplicate pages often have the same Meta description as well as tags.
  • URL parameters should be provided as Google sometimes crawl the same page twice, one without URL parameters and the other with URL parameter would be considered as two different pages. URL parameters can be added to the Google Search Console so that it can notify Google regarding the similarity of the pages and restrict it to crawl them twice.
  • You can save the crawl budget by restricting the indexation of the pages like terms and conditions and privacy policy, as they are not required to appear in the search result.
  • The wastage of crawl budget also happens when Google bot follows every single redirect. Furthermore, the bots may avoid following the redirects if there are loads of 301 and 302 that may fail in reaching the desired page. So, to optimize the crawl budget, you need to decrease the number of redirects during the process of technical search engine optimization audit.

What Are The Tools Needed To Use In SEO Audit?

You have to run a website crawl through the SEMrush Site Audit tool before getting into the process of an audit. If we work according to the steps, then from this report, we will be referring to insights, and it can take a little time to complete. However, it depends upon your site’s size. Now, it’s time to use the Site Audit tool. On the top right of your screen, select “new site Audit” The tool will then ask you for the new project creation. Now, enter the name of your project and the name of your domain.

Edit the limit of the checked pages in the settings; this will also be according to your site’s size, except that you don’t have to edit any settings. Sometimes you may need to allow or disallow specific URLs, or you may need to remove bypass restrictions and URL parameters.

Make sure the Google Search Console verification of your site before starting an audit. Then, let the crawl run by starting your site’s audit. A dashboard with the findings will appear as soon as the crawl of your site gets finishes.

How To Prepare Search Engine Optimization Audit Report?

The search engine optimization report provides an outline regarding the performance of the website in terms of search engines. Rankings, organic traffic, and domain metrics are the main focus of SEO reports. These SEO reports also enlighten the work done by any freelancer or SEO agency. You would not be aware of the progress of your work unless you perform its analysis.

A search engine optimization report is not just beneficial for you, but it is also advantageous for your clients. The client does not know the work you are doing unless he is not sitting with you; while you work for him. The only way client can check the work you are doing is through the search engine optimization report; or at least the effects of it. So, the client can be justified in paying you if he has an easy-to-digest SEO report.

There are three things that a significant SEO report needs to convey, and these are progress, insights, and recommendations. The progress must be given to the client with the details of the work you are doing. Moreover, you have to answer some questions through this report. e.g., how have you moved the needle since the last report? Or how is the growth of the site growing as compared to the previous month?

Through insights, you have to convey your knowledge of the things that apply to your client mainly. For example, highlight the areas and issues that need to get fixed in the future. In the last, you have to recommend things to the client that he needs to do to accomplish his goals.

Clients always want to check how you are spending their money. They want to track the progress and acknowledge the work you are doing on their websites. They also want to check SEO’s ROI. In conclusion, they want proof that their invested money is bringing positive results for their company or not.

What Are The Features Clients Want To Have In An SEO Report?

Different clients want to include separate things in their SEO reports. It depends on the client that what he wants to see in the SEO report. But there are some specific things that every client wants to have in the SEO report as:

  • The health of an SEO in the form of an outline that describes the technical problems and issues that are affecting the visibility of an SEO.
  • The health of backlinks. Check the kind of backlinks that are pointing at the site of the client.
  • Check the progress of the ranking. Note the positive and negative changes in the search ranking.
  • Find the pages that are driving traffic the most and check the progress of organic traffic.
  • Take care of the leads/sales, tangible ROI gained from the search engine optimization, should be shown to the client.

An SEO report is not only a collection of data. It is also about making the client understand the data. Avoid playing smart with the client and making him overwhelmed by showing numbers and graphs.

The plot twist is that clients are just people like everyone.

Most of the people prefer to cancel the service that is hard for them to understand. That is your duty to make the client understand the things so that he can sense them.

Every search engine optimization is required to explore how and why metrics correlate with each other and search for the trends. In an informative and easy-to-read report, all of this should convey to the client.

How Much Time Do You Need For The Creation Of The Report?

Well, you can spend hours and hours to clean data up, exporting it, downloading graphs, copy and pasting it, and much more. But is this the best way of spending the money client invested? Is this the best way of utilizing your time? You can help the client understand the work you doing and can convey marketing capability to him by creating an aesthetically pleasing report.

But don’t try to make an extraordinary report. Indulgent and presentable have a fine line between them.

Creating an SEO audit report is the initial step before working with the new SEO client. You can create a roadmap regarding improvement and can assess the present state of the site of the client with the help of an SEO audit. The points at which the client is making mistakes is falling, and succeeding can also be checked.

There are two main purposes of SEO audit reports that are educating the client and guiding your work. After going through the checklist of a search engine optimization audit, you have to prepare a document that explains the points you need to cover also describe the points to the client.

You have to educate the client as many of them do not have much knowledge regarding search engine optimization. You can use your audit to describe search engine optimization through the following:

  1. You can list factors of search engine optimization in the recognizable categories.
  2. Describe the purpose of each search engine optimization factor and its importance.
  3. Indicate if the website of the client is according to the standard of the factors. You can state this as fail if any problem is detected and need to be fixed. If the client’s site is according to the standard of the factors you may note this as a pass.
  4. Explain the action plan that is required to solve the issue, because it is related to the site of the client.
  5. The client can understand search engine optimization with the help of an audit if you add this information to your report. Check your plan as well as their website’s progress.

How To do Website SEO Audit?

You can have deep insights into the areas that need to have some changes, and you can have these insights by performing your site’s SEO analysis. To keep your website up to date, you will also learn the changes you need to make. As the industry keeps on evolving, it is necessary to perform a search engine optimization analysis regularly, and by doing that you can always stay ahead of your competitors. As you have come to know the significance of SEO analysis, let’s talk about it in detail and understand the things you need to do. Firstly, it analyzes your site and then finds the errors that need to be solved. You can always check the current state of your website through the process of an SEO audit. Here is the list of actions that you need to take:

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    Google Visibility:

    Before starting an SEO analysis, the most important thing to check is the position and ranking of your website on Google. Also, you can keep a check on the number of pages ranking on the Google search engine. By typing “site: example.com” in the search bar, you can find it.

    Analysis of Meta descriptions and URLs:

    For the description of page content, URLs of 4-5 words should be enough. You have to edit the URLs if they are long. So, it becomes easy for the bots of the search engine to recognize them. The meta descriptions should be attractive and have correct usage of the keyword as the meta descriptions are one of the methods of increasing traffic to your site.

    Analysis of headings and titles:

    Matching keywords should use for all headings and titles of your website. Check the keywords that you used throughout your website. Try to frame a new search engine optimization campaign if the keywords are of high search volume. It is difficult to rank high search volume keywords because their competition is high. Try to create attractive titles that can quickly grab the attention of the visitor.

    Website Rankings:

    You should check the ranking of a website on both national and global levels to keep the check on the number of visitors on the website. By doing this, you can also get huge insights into the position of your website in comparison with others. The insights into the average time the visitor is spending on your website and the bounce rate can also be checked. Another thing that you can check is those five keywords that are driving the most traffic to your site.

    You must check the inbound links of the website of your competitor as well as of your website. You can get an idea of the work required to do for the betterment of ranking. The inbound links can be checked on Google by typing “link: command example.com” And you can see all your links on Yahoo by using “link domain: example.com”

    Spam Score Checking:

    When talking about domain authority and rankings of the website spam score plays an important part. Spam score can get an increase if there are a lot of inbound links that are from websites of low authority on your website. You can remove harmful inbound links by finding your spam score. The harmful inbound links can undermine the authority of your website, which is why it is necessary.

    Images Audit:

    The website becomes easy to consume and more attractive because of the images. But images can work against your SEO if they are not optimized because images are heavy data. You have to give appropriate titles to every image. Because the images can’t be crawl by search engine crawlers. The title should be according to the data image contains. Keywords should be included in ALT tags if required.

    You can improve the search engine ranking of your website through the process of internal linking. It can make it easy for visitors to find different pages on your site and make their experience better. You can use suitable keywords to create internal links in the form of anchor text, and then you can link them to the required page.

    Content Analysis:

    While checking your website’s SEO, the most important factor that needs to be considered is the content. While writing posts on your website, you should keep a few things in your mind that is the uniqueness of your content. You should remove the content if you find its multiple copies.

    You can always check the most popular pages on your site through Google analytics after this you must check those pages content. The content on those pages should be free from errors and must be high in quality. The freshness and length of the content should also keep under focus.

    Analysis of Page Speed:

    Another factor that needs to consider is the loading speed of the website. The users prefer to browse websites that are light in size and load quickly.  It does not only enhance the experience of the users also influences the SEO of your website. The speed of the page loading can always check by using the Google tool named Page Speed Insights.

    What Is The Best Time To Start New Strategies Of Technical SEO?

    There is no fixed time by which you have to start new strategies of technical SEO. But it is always best to assess your present search engine optimization strategy at the start of New Year. You should keep your goals of online marketing in your mind, and examine whether your strategy of SEO is meeting these goals or not. In case of finding your SEO strategy inappropriate with the desired goals, or in case of any dissatisfaction, you can reframe the strategy for this New Year.

    To achieve ideal technical SEO must consider, your timeframe, goals, and budget while creating a search engine optimization (SEO) strategy of 2021. Furthermore, you can work with a digital marketing agency if you are missing business resources to significantly manage and implement your search engine optimization campaign.

    If you want to get SEO audit done for your website then get in touch with us for more information.