Essential Types of SEO Audits Every Business Should Know About

When a business needs to promote a website, a marketer types “SEO audit” into a search engine – and gets lost: agencies offer a dozen options for checking. Technical, link, content, complex, internal website audit – almost every contractor has their own set. How to choose the right option– this post will reveal everything.

What is included in SEO and how is this work related to sales

To order a proper website audit, you need to understand two main points: the business problem and the way to solve it through search engine optimization.

For example, you have long wanted to increase sales from the SEO channel. People go to the site from search engines using commercial queries like “buy x” – but they leave few requests. This means that the site is visible in the search results, it attracts visitors, but then something breaks in their motivation and they leave, taking your profit with them.

Or you have a website with objectively good signs – a beautiful design, successful offerings and USP, a huge range, and easy navigation – that is, in general, not inferior to competitors in any way and has been doing similarly for years. However, the sales objective was not met, and reports reveal that applications from the site have fallen. One of the most likely explanations is that something changed the resource’s visibility in search results. If you do nothing, you risk falling far behind your competitors in the SEO race and losing even more revenue.

Each of these (and many other) SEO problems can be addressed by different components.

For example, technical optimization includes fixing critical errors that cause a resource to be lowered in search results. Search engines will not give a site high rankings if it does not have micro-markup, duplicate pages, problems displaying mobile versions, and so on. Enlisting the support of the Best SEO experts in Melbourne can ensure all these technical issues are resolved systematically.

At the same time, technical factors are not the only ones that can cause a site to lose positions: search robots must “recognize a site as worthy” based on other ranking criteria such as content quality and quantity, structure, visitor behavior, authority, etc. The precise number of these elements cannot be determined because search engines, like magicians, do not reveal their secrets. Experts, however, concur that such signs number in the hundreds. Partnering with a Professional SEO Agency guarantees that these aspects are constantly monitored and cutting-edge solutions are used.

As a result, a skilled SEO specialist is like a multi-armed Indian deity in that he continually analyzes all of the qualities that influence a resource’s appeal to search engines, looks for growth opportunities, evaluates theories, and repeats successful solutions. The standard pool of SEO tasks is typically separated into the following subtypes:

Technical optimization;
Working with content, interlinking, increasing conversion/usability;
External optimization.

All forms of SEO audits are related to these “areas of responsibility”.

Types of audits and the issues they reveal

Here are the 5 most popular types of checks that are found in the service portfolios of SEO contractors. Let’s take a closer look at what types of site audits there are and what each of them includes.

Technical SEO audit

Search robots consider a wide range of technological characteristics, including layout, metadata, service operation, protocol security, and so on. During a technical audit, specialists examine all of these aspects.

How can technical errors affect your business?

They alter the allocation of the site’s crawling budget to the detriment of the number of pages that a search robot may crawl within the allocated time. The crawling budget is strictly limited, and if not optimized, potential buyers will only see old sites in the search results. And the rest will go unnoticed. As a result, organizations that rely on the site as their primary source of sales must frequently evaluate the technical qualities of commercial sites, particularly those that describe the most profitable or priority products.

Robots classify a site with many technical problems as “low quality” and rank it lower in search results, giving way to more advanced resources from your competitors. The contrary is also true: even basic technical optimization can help to improve rankings, therefore all SEO consultants start by checking sites for “technical”.

For companies whose resources were developed many years ago, have been neglected for a long time, or have numerous essential features and services whose operations are directly related to sales, performing a technical audit of a website is very important.

Usability audit

In search engine optimization, the importance of behavioral factors is higher for those sites that value top positions in Yandex. During usability analysis, a specialist studies the site navigation, its structure, forms, and services with which a potential buyer interacts, as well as other important indicators.

The key one is the site structure: optimizing this parameter can increase leads more than 10 times.

Behavioral factors are closely related to conversion into sales, so usability testing is important not only for SEO but also for other channels where customers come from advertising, social networks, industry media, word of mouth, and offline catalogs. Businesses often order a separate extended usability audit of the site: it is more profitable than other point checks, as it allows you to improve the return on all traffic attraction tools at once.

Content audit

High-quality unique content can be called the foundation of search engine optimization: for example, by reworking a blog, a developer’s traffic can be increased by 27 times. With expert SEO Agency Webomaze, you can ensure your content aligns with SEO standards and drives maximum impact.

Your website attracts visitors thanks to the keywords embedded in the texts. Among those who come are those who want to buy right now, those who are just checking out the prices, and those who don’t understand anything about the product yet and are hearing about your company for the first time. The task of the content is to make the site appealing to all these groups, the brand inspiring trust, and the product or service – a desire to buy.

Therefore, content audit is carried out not only for SEO purposes but also in cases where it is necessary:

Form or adjust a content strategy to clearly understand the interests of potential buyers;
Change the concept/redesign the website: an audit will show which materials are the most effective, which can be improved, and which can be safely discarded;
Increase the percentage of conversion to target actions.

For SEO, content analysis allows you to understand:

What is the quality of the content – in itself, in comparison with competitors/top sites,
Do articles and landing pages need additional keywords or, on the contrary, is it better to reduce their number?
Is it worth increasing the volume of texts and at what expense,
What is the best way to arrange the order of text blocks,
What’s wrong with images and how to optimize visual content,
Do the pages of the site provide enough links to each other and so on?

Audit for products optimization

When ranking, search robots evaluate the range of products, their descriptions, the completeness of contact information, and the availability of important services – for example, an online consultant and delivery. Those sites that have all these characteristics well will be shown higher in the search results for commercial queries – for example, if the user types in the search “buy product X”.

The commercial audit is regularly used by all those who sell their goods and services through a website. It is especially often carried out by companies operating in highly competitive locations and industries – real estate, medicine, industrial production, sales of popular goods, IT services, and others.

Audit of external factors

External factors typically include:

Backlinks, or external links to the site. The more such links your resource has, the more authoritative it looks to search engines. The higher the authority, the better the position in search results;
Presence in services that are important for local SEO: directories, maps, and business directories.

External SEO audit shows:

Is your business present everywhere your competitors are?
Is your company listed in key industry directories and is the information posted there in order?
Is the site ready to use a link acquisition strategy?
What are the growth points that the Best SEO in Melbourne specialists can utilize to enhance your site’s online visibility?

In Conclusion

An effective SEO audit is more than a technical check; it’s a diagnostic tool for identifying barriers to your website’s success. From fixing technical glitches that affect search engine crawling to optimizing content for target audiences and maximizing external visibility, SEO audits ensure your site performs at its best. Regular audits not only improve search rankings but also enhance user experience, leading to increased conversions and revenue. Businesses that work with experienced SEO consultants can solve difficult issues and achieve strategic improvements. Stay ahead of the competition and achieve measurable outcomes by implementing personalized SEO audit solutions.