How and why do you do an website positioning audit of your web site?

An SEO audit is a snapshot of a website’s performance at a given time. The goal of SEO audit is first to discover all the possibilities that should be used on the site in order to then define a strategy in the next few months for referencing the site on search engines.

So be careful not to deliver just an audit that lists hundreds of mistakes and opportunities, without providing a personalized solution for each one.

  • We will first see why doing SEO Audit;
  • We will then provide an overview of the tools (free and paid) that you can use to perform a professional SEO audit;
  • Finally, we will study in more detail how to perform an audit by following the 3-pillar method: Technique, Content, Popularity.

Why do SEO auditing?

It is important to start with the “why” because too many colleagues are still auditing without giving clear solutions. It is just discouraging for a client to get an audit out of hand without knowing where to start, how to prioritize tasks, or simply how to deal with them.

The primary purpose of an SEO audit will therefore not be to list errors on the site, but to establish a tangible strategy to correct these errors in the short, medium and long term.

Goal No.1: Corrections and optimizations of the site in the short term

First, an SEO audit will allow you to rebuild your website. For this, your audit finds and lists all the errors that your page contains page by page.

If the page in question does not have a large number of errors (as can sometimes be the case for large e-shops or newspaper pages), you will only need to correct them one by one.

This type of so-called optimization. one shot they are often done for exhibition sites or for e-commerce websites of modest size.

They immediately allow you to send a positive signal to Google, which will come and see a strong improvement in your site during the next passage of its robots.

Goal no. 2: Prioritization of technical tasks in the medium term

In the case of a site with a large number of pages, such as an e-commerce site or a print site, it will simply be impossible for you to correct all the errors and optimizations in the so-called “One-Shoot” business. .

The idea here will rather be to assign tasks according to a simple scale: time spent / used.

Once the most important tasks have been selected, you will have the opportunity to make a schedule of corrections for those tasks over the next few months. Then the question is to follow the agile method and execute Sprint for each of them.

Goal no. 3: Content creation strategy and long-term media relations

The third and final goal of SEO audit will be to create a schedule for creating relevant content on your website, as well as to develop a digital media relations strategy (in other words White Netlinking) in the next 12 months.

Unlike the first two objectives, which required more technical revision, this content strategy will depend on semantic revision.

To do this, you need to look at the existing content of your site, the content of your direct competitors, and finally the behavior and searches of the visitors of the largest sites in your niche.

After this semantic revision, you will be able to offer your client an editorial calendar on topics relevant to your goal and semantically optimized for SEO.

It is ideal to find both queries with high search volume and little competition.

The best tools to use to perform SEO audits

One of the questions I am most often asked is which tools to use to perform SEO audits.

Indeed, choosing the right tools is essential for a successful audit. A good tool will give you access to interesting and accurate data, but also save as much time as possible on the exploitation and analysis of the latter.

There are also free tools and paid tools. The best free tools are Google’s (Search Console and Analytics). Moreover, data extracted from paid software comes from Search Console and Analytics.

As for paid tools, SEMRUSH is a reference in this area. However, colleagues sometimes use other tools such as Ahref or Screaming Frog.

Free tools

Google implements tracking tools that allow you to have an overview of the main data coming from your site. The two tools we will be able to use to perform the audit are the Google Search Console and Google Analytics.

By far the most powerful tool is the Google Search Console. It is the basic tool of any good SEO. It is a gold mine of information from both a semantic and a technical point of view. The Google Search Console allows you to highlight the keywords that generate the most traffic and impressions on your website, as well as the average position of these different keywords on the SERPs. Therefore, it is a perfect tool for finding keyword optimization ideas as well as for generating reports that will allow you to track the SEO evolution of your site on different keywords.

Google Analytics is a tool that is well known to the general public. It allows you to have a fairly accurate view of your site from a performance standpoint. In other words, it is a tool more CPI-oriented than content or technique. Allows you to find out the number of visits, average visit time, number of sessions, or number of conversions in real time. Therefore, it is a very interesting tool for tracking the development of your site, but it is less effective than the Google Search Console for conducting audits.

Paid tool of choice: SEMRUSH

First of all, it is important to note that there are other very powerful paid SEO tools. This is the case of Ahref or Screaming Frog, for example. If we had to pick just one, it would be SEMRUSH. On the one hand, because the price of one software is already very high (between 100 and 600 euros per month), but also because it is already very complicated to completely master a software such as SEMRUSH. On the other hand, this software is a field reference and a tool that SEOs use the most today.

So, above all, SEMRUSH is a 360 ° digital marketing tool. It has SEO features, but also other more general features such as SEA, Facebook ads or community management.

SEMRUSH also allows you to index your page. So a small robot comes to all the pages of your site to list all the technical errors. In addition, you will be able to perform an Off-Site Audit. SEMRUSH will be able to list all the pages that send links to your site and thus make an inventory of Netlinking.

Finally, from a semantic point of view, SEMRUSH will collect all the data from the Google Search Console and store it in such a way as to save you as much time as possible in searching for keywords. The software will also allow you to partially review the semantics of your competitors’ sites.

How to do SEO audit?

General presentation of the brand

  • Introduce the brand universe;
  • Make the first competitive benchmark.

Semantic revision

  • Perform a semantic audit of the 3 most direct competitors;
  • Perform a semantic revision of the current positioning of the client’s site;
  • Find 10 words to convert;
  • Make a 10-page proposal to prioritize;
  • Design a detailed semantic sleeve;
  • Create an editorial calendar for the first 10 blog posts.

Technical Audit

  • List all technical errors by URL;
  • Review the page load speed and time;
  • Suggest tools according to the CMS used to correct these errors and optimize the page;
  • Submit a technical schedule for the next few months;
  • Prioritize optimization tasks over the next few months.

Notoriety Audit

  • Audit of relations with digital media;
  • Digital Press Relations calendar for the next few months;
  • Audit of social networks;
  • Schedule of posts on Facebook / Instagram / Linkedin for the next 12 months.

In short

To conclude, it is mandatory to start your SEO service with a complete audit, otherwise you will go everywhere.

This audit must be of operational benefit and must not be advice-only. This means that a good SEO Audit not only has to uncover problems, but above all provide a panel of personalized solutions to solve all these problems one by one.

Generally, the audit is delivered 3 weeks after the start of the SEO service. This revision is therefore time consuming and not an automated task, as one has to constantly interpret the results of the machine.

(Photo credit: istock)

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Antoine Veyrieres Antoine Veyrieres is the founder of the SEO MONKEY agency in Lille. He shares on his channel …
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This text was published under the responsibility of its author. Its content is in no way engaged by the editorial staff of Les Echos Solutions.

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