Understanding the Role of a Technical SEO Audit


Understanding the Role of a Technical SEO Audit
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I’ve been on this “thing of ours” for 21 years now.

And for about 12-13 years of that, I’ve been doing audits (technical and forensic). Quite a bit of them, too.

From mom-and-pop retailers to Fortune 500s – I’ve been there and accomplished that.

Over that point, my processes have developed. Interestingly, SEO audits actually weren’t practically as generally talked about in the previous as they’re as we speak.

Because, you realize, everybody simply went from “throw a few links at it” to “social signals” and each different new shiny toy that got here alongside.

But currently, of us appear to be getting it.

So, let’s discuss the mindset required to successfully do a technical SEO audit, we could?

Cart & Horse Syndrome

This very first thing to contemplate is that a lot of folks appear to at all times concentrate on the instruments and knowledge and permit that to drive the audit that they’re conducting. That’s extra than simply a little bit backward.

SEO Audits

We need to get a sense of the wants and objectives of the web site lengthy earlier than we even fear about which instruments and data-sets we’ll have to get the job accomplished.

Nothing frustrates me greater than seeing of us ask issues like, “what’s the best tool for doing SEO audits?”

No… simply… no.

As for precise instruments/knowledge, I’ve a checklist of my most popular ones over right here.

Cookie Cutter

Another factor one ought to by no means do is “cookie-cutter SEO” and that features audits.

The SEO audit can fluctuate relying on the finances the shopper has and the objectives of the program and website.

If you’re doing a stand-alone audit, it will possible be extra complete than one accomplished as half of an ongoing program, similar to a quarterly evaluation.

Cookie cutter SEO

Understanding the wants and limitations of the website can also be going to play into the way you go about it.

A nationwide ecommerce website goes to have a completely different strategy than a native service enterprise.

Furthermore, even in associated markets and repair sorts, the budgets, sources and extra will differentiate the enterprise in query.

Get it?

Even I’ve a framework for SEO audits, nevertheless it’s at all times tailored to the state of affairs.

Getting Started: Understanding the Business

Now that we’re previous that, set up the wants of the state of affairs.

Quite a bit of instances folks coming to you for an audit are searching for a second set of eyes from somebody that’s maintaining with SEO – as a result of they’re busy working their enterprise.

Or, in the in-house state of affairs, they’re searching for solutions to points, technique, finances improvement, and extra.

Let’s think about: What are the objectives of the audit? What’s the function?

  • Is it a local-focused website?
  • Is it a nationwide model?
  • Is it a global model?
  • Is it for lead era?
  • Is it a branding state of affairs similar to a B2B service?
  • Is it an ecommerce website promoting merchandise?
  • Is it for danger evaluation (guaranteeing no future penalties)?

You get the concept.

When speaking to the shopper we search to know the state of affairs and the wants. That’s step 1. The fundamentals

To that finish, the onboarding section is paramount to the course of. This can embrace:

  • Asking the proper questions.
  • Getting previous knowledge from the SEO to internet developer logs.
  • Determining what the enterprise mannequin is.
  • Getting main contact (too many cooks).

So a lot of the technical audit course of – and finally its success – comes all the way down to the preliminary onboarding course of. Never skate previous it.

Why are they coming to you?

  • Did they learn a weblog submit?
  • Do they’ve particular issues?
  • Did any person advise them to?
  • What are they seeking to acquire from the audit?

In brief, what motivated them to hunt out somebody to conduct the audit.

This will definitely go a great distance in the direction of not solely managing expectations, however finally delivering actionable experiences which might be of worth.

Next, who’re you writing for?

It might be any of the following:

  • In-house workforce chief.
  • Marketing director.
  • Small/medium-sized enterprise proprietor
  • SEO company.
  • Web design agency.

Are they technically proficient?

Going again to the cookie-cutter notes, you must at all times know who’s going to be studying it and implementing it. How you write and configure the audit goes to be primarily based on this.

Depth of Audits

Another apparent factor we have to think about is the precise sort of audit we’re conducting.

My strategy breaks down into two sorts:

Limited Site Audit

The restricted audit is for the finances aware and consists of a top-down overview sort report that can determine parts that we must be deeper. This is principally the 40,000-foot view.

We’re going by way of most of the core parts we’d have in the complete audit on a extra cursory degree to see if extra in-depth evaluation must be accomplished.

These are additionally good as a quarterly evaluation if you’ve already performed a complete audit (beneath).

Comprehensive Site Audit

The complete is a full-on deep-dive that goes by way of the complete checklist of parts that I exploit (all of us have our personal).

These are clearly far dearer and infrequently will be comprised of dozens of pages in reporting and much more in knowledge units.

These additionally will typically embrace a full set of brief, medium- and long-term actions for them to work on, primarily based on precedence.

What About Other Types of Audits?

Sure, there are different sorts similar to:

  • Forensic site visitors restoration audits.
  • Content audits.
  • UX audits.
  • And extra.

But as we speak, we’re simply targeted on technical SEO website audits.

We simply need to have choices. Only having one taste of technical audit doesn’t actually make sense to me. It’s not at all times the case the place we want a full-on strategy. Sometimes much less is simply high quality as properly.

Reporting & Deliverables

Next up, let’s get into what you ought to be sending again from the audit.

The apparent query at all times arises – how a lot is an excessive amount of?

When organizing the knowledge and suggestions, let’s think about:

  • Making it purposeful.
  • Who’s doing the implementation.
  • Whether it’s a first time or quarterly evaluation.
  • If there’s a couple of workforce utilizing it.

Generally talking, you need to embrace:

  • Written, manageable, experiences on the numerous parts you’re together with.
  • Accompanying knowledge (preserve it separate and annotate in the written sections).
  • Spreadsheet of short-, medium- and long-term actions (as a work log).
  • Meeting time – together with your contact and implementation groups.

We additionally need to think about implementation.

  • Are you and your workforce implementing the suggestions?
  • Or is it on the shopper’s aspect, or in the case of in-house groups, the devs working for the firm?

SEO audit tools

The Best Tools Is Between Your Ears

At the finish of the day, it’s your talents, as an auditor that the outcomes will lean on.

I can’t rely the quantity of instances folks ask, “What’s the best tool for an audit?”

And that’s my reply – the one between your ears.

If you’re following all of the above, earlier than you even boot up your instruments, earlier than you accumulate the knowledge, the outcomes of the audit are going to be a lot higher.

As will the eventual results of the actions taken as half of the SEO audit.

So to the authentic premise, the function of the technical SEO audit is determined by a lot of various factors.

It’s as much as you, the auditor, to determine the wants and the course of and to ship an efficient audit that can finally profit the website.

The Mindset

The mindset of an SEO auditor is one of flexibility and understanding.

  • The flexibility to adapt your personal approaches, techniques and knowledge sources to drag it off.
  • An understanding of the state of affairs that you simply’re working by which ensures the finish end result is definitely of worth to the website/shopper.

Above all, resist the urge to plug-and-play. When you’ve completed an audit, throw it far out of your thoughts earlier than you begin the subsequent one.

Each state of affairs is exclusive. As such, so ought to your audits be.

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Image Credits

In-Post Images: Provided by creator, January 2020



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