An SEO audit is typically required for the fact-finding phase of a new optimization campaign for existing websites. In rare cases, the project scope is limited, or there is no existing site, and a full audit isn’t necessary. 90% of the time though, in order to put together a list of project priorities based on short and long-term goals, an in-depth audit is necessary.
What is done for an in-depth audit?
An audit usually has two parts: Technical and Search. The technical audit covers all aspects of the website server, software and code. The search portion covers how the website is indexed and displayed in SERPs (search engine results pages).
- Site/page speed
- Image optimization
- HTTP requests
- Load times
- Page sizes
- Mobile Readiness
- Web server and software
- Security and SSL
- On-page issues
- Meta Descriptions
- Content uniqueness and comprehensiveness
- URLs and internal linking
- Current Indexation
- Crawl speed and errors
- Sitemaps and submission status
- Organic search traffic and query data
- Incoming link profile
These are the primary details that must be looked at. Follow the issues. If page load times are slow, more focus should be put on uncovering all possible fixes. If duplicate content appears to be problematic, more time and effort should go towards solving that issue.
Search engine optimization is all about a series of small wins. The returns, when it comes to traffic and conversions, will be greater than the sum of all of the fixed issues. The costs uncovering and fixing issues will be well worth it in the long run.