The SEO audit checklist.

18 January 2022
Read time: 5 mins

Written by:
Lewis Moran.

What is Search Engine Optimisation (SEO)?

Search Engine Optimisation (SEO) is the process of improving the quality of your content so that it ranks higher in the Search Engine Results Pages (SERP). It's different to Google Ads because you're not paying for your content to rank highly, it's there organically.

There are two types of Search Engine Optimisation:

Let's give you an example. Imagine a friend is planning to go on a city break to Spain.

They'll search for flights, hotels and activities to do while they're in Spain. If you write a blog about the best hotels in Spain, you'd want your friends to find it. In order for your friends to find your blog though, your web content needs to rank above all other websites that write about hotels in Spain.

So how do you get your web pages higher in the rankings?

First things, first. SEO is not a quick fix. Walk away from anyone that promises to make you rank higher overnight. It's just not possible. It can actually take six months before you begin to see the benefits. Also, walk away from anyone that promises to make your content reach page one. While this is possible, there are absolutely no guarantees.

In order for your content to rank higher, the search engines need to determine how 'useful' your content is based on the accounts authority, how relevant the content is to the search query, how fast your pages load and much more.

An easy acronym to remember is EAT.

Expertise. The creator of the content is considered a credible source.

Authoritativeness. Demonstrate how your site is an authority in your chosen field through backlinks from other authoritative sites.

Trustworthiness. Demonstrated by having a secure domain and through customer reviews.

Google puts the user and their experience at the heart of everything. Make sure you only use white hat SEO techniques. These are tactics that improve your rankings that work within search engines guidelines and focus on the delivering the audience the information that they need. Black hat techniques like keyword stuffing, or using invisible 'white' text should be avoided.

There are lots of factors that helps Google determine where your content is placed in the SERP. Here's just a few of them:

That's a lot to think about isn't it. That's just scratching the surface too. Luckily these are just some of the points we can check for you as part of our SEO audits. Our audits also provide you with a list of recommendations on how best to improve your content in order to help it rank higher.

You can find out more about our SEO services here. Also, feel free to get in touch with me if you'd like my help to conduct an SEO audit.

Written by:
Lewis Moran.

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