Discuss website auditing to Identify SEO Problems.
1 Answer

Website auditing:

  • In a website audit, an auditor analyses your website and determines all the possible methods using which your website will be able to transform visitors of the website into customers for increasing sales and revenue.
  • Website auditing is generally performed when the website’s traffic and sales get drastically down ever after making serious efforts in the field of marketing and advertising.
  • A professional website auditor first reviews your website by performing a step-by-step procedure to determine the methods for the improvement of your website.
  • Some of the primary aspects that a website auditor examines while auditing the website are as follows:

    • The website auditor performs comparison of your website with the websites of your competitors.
    • The website auditor reviews your call to action elements.
    • The website auditor checks the usability issues and interface design of the website.
    • The website auditor reviews your SEO of your website.
    • The website auditor determines the current brand equity of your website.
  • The most significant aspect to be performed is the comparison with the competitors in the market are as follows:

  1. Usability: Usability affects factors like conversion rate and tendency of people to link to a site.
  2. Accessibility: Site must be friendly to search engine spiders (crawlers).
  3. URL Check: URL should be clean, short and descriptive. Descriptive means keyword-rich but keyword-stuffed. It should be simple and easy for users to understand.
  4. Sitemaps file and robot.txt file verification: Google Webmaster Tools is required to verify the robot.txt file.
  5. Page load time: Long load time of pages may slow down crawling and indexing of the site.
  6. Image alt tags: Image should have relevant keyword rich image alt attributes text. It help in improving overall context of the page.
  7. Code quality: Poor coding have undesirable impact. Code quality also get checked.
  8. Title tag review: Title tag of each page should be unique and descriptive. Brand name of organization should not be included in URL if it is there then it should be placed in the end of the title tag. Title tag should be less than 70 characters.
  9. Content review: The content of site should be reviewed for use of header tag and quality content. The percentage of pages on the site with title content should be less in comparison with total number of pages on the site.
  10. Redirect checks: Server header checker such as Live HTTP Headers should be used to check that all the redirects used on the site return a 301 HTTP status code. Also check canonical redirects.
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