An SEO strategy cannot be
implemented if it is not thought out as closely as possible to the needs and
means of the website to be optimized. There is no ready-made recipe for
being first on the search engines. Indeed, knowledge of this website, its
architecture, its content, its visitors and its competition are the key factors
of effective SEO.
What
is an SEO audit?
An SEO audit is an in-depth analysis
that identifies the strengths and weaknesses of a website in terms of natural
referencing in order to provide direct and effective solutions.
It is essential to analyze a site as
a whole, whether in terms of its keywords, its technical structure, its on-site
characteristics (notably content audit) and off-site (backlinks audit) but also
of its competition.
The SEO audit allows you to sift
through a large amount of information to quickly highlight the main areas for
improvement and an effective SEO strategy.
When
to do an SEO audit?
In
the creation phase
The SEO audit is an excellent way to
understand the creation of your website: it allows you to prepare the ground by
laying a healthy foundation to start an effective natural referencing.
Made upstream of the site's design,
these recommendations are essential to the creation of a “seo-friendly”
site. Optimizations are directly implemented throughout the creation of
the website until it goes online.
In
the first SEO optimization phase
This is to intervene on an existing
site that has not yet received SEO optimization. The SEO audit is then
essential to remove the blocking technical factors, which then allows all SEO
optimizations to be carried out:
- Off-page optimizations (i.e. elements that the Internet
user does not see in the body of the page), such as: the key elements of
the <head>, the names of the published files, the control of the
duplicate content, site speed, URL structure, sitemap ...
- On-page optimizations (i.e. all the elements visible to
the Internet user on the page, contained in the <body>):
highlighting, the hierarchy of tags, textual content, images, etc.
In
SEO re-optimization phase
The SEO audit can also be carried
out on a site that has already benefited from one or more technical or semantic
optimizations. The purpose of the audit here is to make the most of what
already exists in order to further develop the strengths and improve the
weaknesses detected.
How
is the realization of an SEO audit structured?
First of all, it is necessary to
determine the context of the analyzed site :
page volume, architecture, technical base, history, popularity, editorial
content… this is what is called a site pre-audit.
Next, you have to determine the
demand: what are your needs? Improve
performance? Fixed a Google penalty? Remedy a drop in positioning of
strategic keywords? Optimizations to remedy a drop in traffic?
Then, it is necessary to set SEO
objectives: in terms of traffic, visibility
against the competition (and be proactive in the face of algorithm changes),
turnover or conversions.
Do you want to carry out an SEO
audit of your site?
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