SEO audit: 4 steps to the perfect analysis

Step #1: Check the basic technical requirements

• Servers, infrastructures and hosting
• SSL certification
• Mobile optimization
• Loading time of the website
• Crawlability and indexing
• Problems with links
• and much more.

The basic technical requirements include choosing a hosting provider and hosting package that is adapted to the requirements of your website in terms of quality (e.g. few server outages) and quantity (e.g. storage capacity). An SSL certificate is also an absolute must.

Mobile optimization of the website is also relevant. Especially on mobile devices, large amounts of data on the subpages of the website can lead to long loading times. Pagespeed (website loading time) is an important factor in SEO analysis and should be taken into account for all end devices.

Crawlability and indexing of the content are also important when checking the basic technical requirements. If the search engine algorithms cannot crawl the website as easily as possible, the potential for search engine optimization is lost. Setting up an XML sitemap is therefore essential. Rules for crawling can be defined in the sitemap.

Problems with links, such as broken links or 404 messages, are basic technical errors and should be rectified. The search engine operator Google already provides several helpful tools for checking the technical requirements in the form of Google Search ConsoleGoogle Analytics and Google PageSpeed Insights.

Step #2: Analyze the on-page SEO

In principle, checking the basic technical requirements (see step #1) is already largely part of on-page SEO. However, there are technical aspects that are less general and more specific to the website. These individual aspects are checked after the basic technical requirements check.

• Duplicate content and canonical tags
• URL structures
• Content, content, content: keywords, search intent, etc.
• Title tag and meta description
• Checking all subpages for formatting, code, etc.
• Internal link building

For websites where there is a risk of duplicate content (e.g. online stores, certain encyclopaedias), it is important to identify potential problems with duplicate content and define countermeasures such as canonical tags.

Checking the URL structures is closely linked to the structuring of the menu and navigation for users. The categories on the website and the division of the subpages across several menu levels must already be taken into account here. In terms of search engine optimization and user-friendliness, speaking URLs with keywords should also be used.

Speaking of keywords: these keywords are essential in on-page SEO and content marketing. The relevant keywords must be identified and integrated into the content and subpages of the website. Texts, alt tags of graphics, meta titles and other elements should contain the main keyword as well as relevant additional keywords.

The satisfaction of the search intention also plays a central role in the quality of the content. Users want content to match not only the keyword, but also their intention - for example, that they want to find out more or buy something. Search engine crawlers are also good at evaluating the satisfaction of search intent.

A title tag must be defined in the header of every page. It is also displayed large in the search results below the URL and serves as the user's first touchpoint with the page. The main keyword must be included in the title tag for the search engines. With regard to users, the title tag must be formulated so attractively that they are very likely to click on the search result and want to find out more.

All subpages are subjected to a thorough check of formatting and other technical factors. For example, it should be ruled out that a heading is no longer displayed as such due to a forgotten character and that the content is read incorrectly by the crawlers.

The internal link building should show connections between the subpages and category pages as well as the homepage. It is also important that the internal links are technically correct and that users and search engine crawlers are redirected to suitable content.

The Google tools already mentioned - especially the Google Search Console and Google Analytics - are helpful for on-page SEO. Nevertheless, the use of other SEO tools such as Ahrefs, Termlabs and Sistrix are essential for on-page SEO.

Step #3: Analyze the off-page SEO

• Authority and link power of linking websites
• Toxicity of backlinks
• Link attributes
• Entries in business directories
• Google company profile
• Social Signals

Off-page SEO is basically all about backlinks. Alongside content, these are the most important search engine optimization measure once the technical requirements (see step #1) have been met. There are various tactics for building backlinks, which should be adapted to the website and taken into account as part of an SEO strategy.

In the context of backlinks, it is important to identify toxic links and declare them invalid via the Disavow tool if they exist. Furthermore, the DoFollow attribute should be set for desired backlinks in order to pass on the full link power.

Examples of SEO tools for checking the backlink profile are the backlink checker from Seobility and the backlink analysis tool from Semrush.

Listings in business directories, the creation of a Google company profile account and social signals from social media may also be components of the third step of an SEO audit.

Step #4: Interpretation of the audit and definition of SEO measures

If you look at the term "audit" in its pure definition, an audit only serves to analyze the current situation. It answers the following question in detail: How is the website currently rated in terms of SEO criteria? However, some sources define an SEO audit in such a way that it does not only serve to analyze the current situation.

According to OMR, an SEO audit also includes the interpretation of the results of the analysis, the derivation of specific SEO measures and the development of a search engine optimization strategy.

We at Specht GmbH are very flexible in this respect: we are happy to go beyond the analysis in an additional fourth step of the audit and interpret the results. Based on the interpretation, we determine suitable SEO measures for your success on Google and other search engines.

In order to promote a structured implementation of the measures, we are happy to develop a search engine optimization strategy. The strategy is nothing more than a step-by-step guide to fixing the problems identified in the audit and optimizing rankings in search engines such as Google or Yahoo.