🏁SEO Audit
SEO Audit (if done right) establishes a Funnel view of site's performance with search engines and answers the question: "When (along the funnel) opportunities are missed"?
SEO Audit addressed the following issues
How is the site seen by a search engine's robots?
What do they actually know and "take home" (being selective)?
Where users land on the site?
Which queries (and rankings) bring users?
But why it's even important (if at all)? Because I treat SEO audit, especially in eCommerce, as a way to establish a Funnel view to SEO performance of the site's pages.
Funnel view to SEO performance of pages (all pages vs. proportion of pages that make it to each step):
Known pages (scope of the report)
Crawled pages
Indexed pages
Ranked pages
Convert pages
The funnel answers the question "When (along the funnel) the opportunities are missed?" and is premised on the following approach that a page needs to be:
Technically accessible to robots.
Found (on site) and examined by search engines.
Once evaluated, accepted as worth indexing.
Selected for showcasing in search results as a potential appropriate answer.
Clicked, depending on the position in SERP, on how it's presented and how its matches the user search intent.
Generate revenue as users visit it.
The funnel approach is beneficial since it emphasises:
The right sequence - Do right things in the right order?, e.g. why work on page quality if Google never finds a page?
The fact that Extra-funnel life may exist - known pages ≠ existing pages, some existing pages may not be exposed to robots
Helps unify the understanding why pages drop out of the funnel.
SEO Audit Structure
The SEO audit report contains two main parts:
Summary and
SEO metrics
Summary
High level SEO performance overview (extracted from research data)
Action board: recommendations (with priorities and implementation roadmap).
Opportunities and alerts
SEO metrics
The most important of which are Website Analysis Metrics
These come from crawlers and we look at them to understand and explain the Performance metrics we see later in the Funnel view. If we want to improve our results, we need to make changes within the site itself.
1. Accessibility metrics
These answer the question “can search engines can access the pages on your site easily and successfully”?
Usually contains the following metrics:
Distribution of PageRank
Performance (Core Web Vitals)
HTTP codes (errors, answers from search engines)
Incoming links
Outcoming links
Sitemaps
2. Content metrics
Answers the question: "what exactly will search engine robots see on the page"?
Quality
Similarities / Duplicates
Canonicals
HTML tags
Structured data
SEO Audits comes as a part of Basic or Regular packages.
For small eCommerce sites.
SEO audit.
Market and competition analysis.
SEO Strategy refinement (vs Marketing, Lead generation, etc).
Action plan for stakeholders (developers, adjacent teams, etc).
Monthly SEO audit(s) and SEO recommendations.
SEO performance monthly analysis
Q&A, ad hoc research
Check the following articles
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