Why an SEO Audit is Essential to Your

Marketing Strategy

Kristi HoyleHead of Education

@KristiHoyle#4PsEDGE

What is an audit?

Planned and documented activity

Performed by qualified personnel

To determine by investigation, examination, or evaluation of evidence

The adequacy and compliance with established procedures, or applicable documents

And the effectiveness of implementation. 

What is an SEO audit?

Investigation into known ranking factors

Top line analysis of contributing factors

Health check

Maximise SEO activities

Uncover performance barriers > opportunities

Why do an SEO audit?

Build the foundations of your overall strategy

How does an SEO audit fit in amongst my other strategies and objectives?

Business Objectives

Online Strategy

SEO Strategy

Offsite Strategy

Social Media Strategy

Content Strategy

SEO Audit

Components of an SEO Audit

Audit Template

Managing audit recommendations

The life cycle of an audit

Research

Investigate

SEO Audit

Implementation

Analyse

Homepage & key landing pages

Homepage and Key Landing Pages

Website Navigation

First impressions

Title Tags

URL Redirects

Canonical Tags

Internal Links: Quality, Quantity, Anchor Text

External Links: Anchor txt, Linking Root Domains

Content: Length, Quality, Purpose, Indexable & Accessible

URL Optimisation: Short, Relevant & Memorable

Duplicate Content

Running a mini audit

Tip: Make use of the RSS feeds available to deliver news directly to your inbox

Useful research locations

Useful tools

Google Analytics

Google Webmaster Tools

Bing Webmaster Tools

Xenu Link Sleuth/Screaming Frog

SEO Spider

Ahrefs

Raven Tools SEO

Open site Explorer

Wc3 Validator

Moz Tools

Yslow.org