I had the enjoyment of mentioning SEO AuditĀ at #SMX London, the greatest Browse Advertising and marketing Conference Collection worldwide, set by among my favourite sources of search advertising and marketing information solutions, the venerable Look Engine Land. The programme in May 2016 includes some of my preferred search advertising audio speakers, consisting of Brad Geddes, Aleyda Solis, Duane Brown and also Tim Grice, amongst numerous other familiar and also brand-new speakers.

I spoke on the Search Engine Optimization Audits panel together with 2 well-informed sound speakers Nikolaj Mogensen (GroupM Denmark) and Upasna Gautam (Rockfish)

SEO Audits: Can you see the wood for the trees? [Slide deck]

SEO Audits – Your Toolkit

If you have to enhance the procedure of you taking on a SEO Audit after that below is some terrific background reading:

  • Technical Site Audit List: 2015 Edition
  • How to Execute the Globe’s Greatest SEO Audit
  • My preferred source: Annie Cushing’s Website Audit Checklist

The Four SEO Audit Questions

  • What is the objective of the audit?
  • Who is this audit for?
  • What are the key drivers?
  • What’s the history and history?

What is the objective of the audit?

An reliable audit will be tailored to the specific concerns encountering business. During the training course of your research you will discover significant concerns but don’t throw away valuable time checking out issues that are outside the extent of business requirements. It is as well easy to invest hours investigating technically fascinating, yet relatively low priority issues.

Some normal audit purposes are to resolve business top priorities occurring from

  • Google Penalties
  • Greenfield SEO
  • Brand new site
  • Combining multiple sites or migrations
  • CMS migration
  • New strategy or focus

Who will the report be for?

A excellent audit will be written for the right target market. Utilize the procedure of personas to determine the particular demands, top priorities, and also assumptions of your Search Engine Optimization audit.

  • Take a peek at HubSpot’s ‘Ways to Produce Personas’

marketing strategy

Eddie, our imaginary company owner of financial director desires to focus on the big picture: what is the existing scenario? Exactly what are the vital issues? Just what are the fast wins, and exactly what do we have to do for the lengthy term? Does Eddie require a 200 web page report specificing every little facet of the audit? I don’t assume so! He wants an executive summary with top degree critical business issues

Our web developer needs a much more thorough strategy. And particularly he wants the plan prioritised with some concept of the amount of job each step could require.

And ultimately, our imaginary advertising and marketing supervisor may be most interested in the situation analysis, how do we contrast with the competiion, relative racking up, benchmarking, as well as most likely most vital of all, descriptive academic material accompanying your findings.

What are the key drivers?

The essential chauffeurs aren’t around technology: they are regarding the vision or function of business. Remenber, your SEO Audit is likelying to help business to reach their goals.

Focus your audit efforts on business’ key vehicle drivers:

  • Fire combating: indicating business isn’t succeeding at the moment
  • More of the very same: business is good, and we desire even more of the action
  • High growth businesses: allow’s place a rocket under this company and speed up growth
  • New site launch: we have a big marketing push

Background and history

Remember your Search Engine Optimization Audit isn’t taking place in a vacuum.

There will be a variety of external variables, a Search Engine Optimization record, an adjustment in monitoring and also technique, all which should affect your reporting design and also content.

  • Have you been doing SEO previously?
  • Do you have previous Search Engine Optimization documentation to reveal us just what you were doing?
  • Have you had large site modifications? Revamp? HTTPS?
  • Has your electronic strategy changed?