What Is An SEO Audit & Do I Need One

What Is An SEO Audit & Do I Need One
December 5, 2019 synergyeleven
Synergy Eleven SEO

What Is an SEO Audit And Do I Need It Before Doing SEO?

Search Engine Optimization starts with knowing where you’re currently at. Only then can you determine where you want to be. Our 6-stepSEO audit allows us to perform in-depth research on your existing site and provide specific recommendations to improve your rankings. After the audit, we’ll propose a plan tailored to your needs that will show how we’ll get you the results. Here’s how we’ll approach the audit:

  1. Getting the Lay of The Land?

The first thing we do when auditing your website for SEO is configured our crawling tools and start collecting data associated with your site to learn where you currently rank. We’ll review your Google Analytics and review your traffic patterns and consult Google Webmaster Tools free diagnostic tools. Having all of this data at our disposal we’re ready to begin the audit.

  1. Auditing Accessibility

This part of the audit looks at how search engines are currently able to access your website. We want to make sure the basics are there, and nothing is impeding the engines from crawling the pages. We’ll review the following:

  • txt
  • Robots meta tag
  • HTTP status codes
  • XML sitemaps
  • Site architecture
  • Flash or JavaScript navigation

Site Performance

We realize you may not be familiar with some of these terms. If you have any questions about some of what we’ll be reviewing, please let us know and we’ll be happy to explain in simple terms!

  1. Indexability

Once we determine that search engines can access your pages, next we want to make sure they’re indexing them (including them in results).

We do this quite simply by running search queries through Google, Yahoo! and Bing, and learning how many pages on your website are being indexed. We’ll run brand searches along with basic keywords (industry, product, location) and recording the results.

In the event you’re being blocked we’ll dig to learn why and then propose a solution for fixing any errors to get your site back in the rankings.

  1. On-Page Ranking Factors

Now that we’ve determined that your site is being indexed and crawled, we’ll review more about what factors on your site influence those rankings. We’ll look at the following items:


Since a URL is the entry point to a page’s content, it’s a logical place to begin our on-page analysis.

URL-Based Duplicate Content

URLs are often responsible for most of the duplicate content on a website because every URL represents a unique entry point into the site. If two distinct URLs point to the same page (without the use of redirection), search engines believe two distinct pages exist.


Content is the most important thing Google and other search engines look for when determining how to rank your site. We’ll analyze your content to determine whether your content is valuable to its audience and how targeted the keywords are and make sure it’s not spammy or difficult to read.

Information Architecture

Information architecture defines how information is laid out on the site. It is the blueprint for how your site presents information (and how you expect visitors to consume that information). During the audit, we’ll ensure that each of your site’s pages has a purpose. We’ll also verify that each of your targeted keywords is being represented by a page on your site.

Keyword Cannibalism

Keyword cannibalism describes the situation where your site has multiple pages that target the same keyword. When multiple pages target a keyword, it creates confusion for the search engines, and more importantly, it creates confusion for visitors.

Duplicate Content

Your site has duplicate content if multiple pages contain the same (or nearly the same) content. Unfortunately, these pages can be both internal and external (i.e., hosted on a different domain).

HTML Markup

The markup in the source code of your pages is extremely important for how pages get crawled. We’ll focus on the title tags and meta descriptions, while also paying attention to headings and images.


When one-page links to another, that link is an endorsement of the receiving page’s quality. Thus, an important part of the audit is making sure your site links to other high-quality sites.

  1. Off-page ranking factors

While what’s on your website is important for SEO, what’s off the website is just as important. Your site’s quality is largely determined by the quality of the sites linking to it. Thus, it is extremely important to analyze the backlink profile of your site and identify opportunities for improvement. We’ll review it from many angles, including:

  • How popular your website currently is compared to the competition?
  • Are you getting backlinks from popular websites?
  • Are you gaining or losing popularity over time?
  • Is your website trustworthy?
  • How many domains link to you?
  • What is the Page Authority and Domain Authority?
  • How is your social engagement?
  1. Competitive Analysis

After we’ve reviewed your site in detail, we’ll also compare it against 3 competitors in all of the ways listed above and compile the data down into actionable items. This entire process allows us to understand the areas of improvement for your digital strategy and allows us to build the roadmap to success!

If you have any questions on this or any other topics feel free to contact our team!



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