Performing an SEO Audit on Your Website

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Performing an SEO Audit on Your Website

SEO or search engine optimisation is the process of understanding and increasing your traffic through organic search channels.

Many companies confuse this with ranking on specific keywords. This is not the case, and it is important to note the distinction. It is important to understand that search engine optimisation is simply about increasing traffic through organic channels.

Organic traffic simply refers to traffic garnered naturally, without payment or promotion through a search engine. This distinction matters because if you focused on ranking on specific keywords it is possible to lose sight of the larger picture of organic traffic.



Why is it important?

A well-executed search audit identifies how the user will optimally view your website and identifies how the search engine indexes your website for users. In addition, the search audit looks at the different keywords and topics that users across the web are searching.

This allows us to see if there opportunities for your site to capture the traffic on those topics. Understanding why your site ranks of the topics that does, and understanding the current search environment around topics related to your business pave the way to find opportunities to drive more traffic to your site. It is important to remember too, that while Google does not yet rule the internet, many best case practices across Search pertain to their search algorithms and partner networks.

What does an SEO audit process involve?

An SEO audit process involves looking at how your website is viewed by search engines. It also involves looking at the search traffic that is out there that relates to your business but may not be fully utilised. We look at keywords and topics that you’re currently ranking on, we understand why your current site ranks on those topics and we look to see if there are opportunities in the search environment for you to rank up on new high-volume topics and keywords.

How to discover search referrals using Google Analytics

  1. Click Traffic Sources
  2. Choose Sources
  3. Click Referrals
  4. Click Referral Sources to discover the URLs

How do search engines decide who goes to the top of the search rankings?

Search Engines are in the business of providing the most relevant content for any search query.

They do this by running virtual bots, or spiders, through your site that download and index the content. When a user types a search query into a search box, the best search algorithms will rank and show the results that are most relevant to the query. Over years, search engine algorithms have become very complex and consider hundreds of factors when ranking a site. When Google first started, the main factor for ranking was backlinks – other sites linking to yours – but over time, more factors have become increasingly important. While backlinks are still largely the backbone of SEO, it is now at the stage where sites that are useful to humans are most likely to rank highest on search engines. In this regard it is important to make sites that people want to visit. Informed research can tell you exactly what it is that searchers are looking for. Armed with this knowledge, you can begin to roll out your search traffic strategy. This is the new face of SEO.