The SEO checker or SEO site audit as it is often called is really a deep dive into the technical structure of your site. Issues that occur here may cause issues with Google access or ranking your site. Some errors are easy to fix and some require technical knowledge. For large sites, even simple fixes can require a lot of time.
SEO audits can only be performed by software. Free audits will provide some insight into site health but will not provide enough details to completely address issues. Most SEO software offered on a monthly subscription basis and lives in the cloud and is offered as SaaS (Software as a Service). The SEO sites will have a common subset of features that are necessary for technical SEO assessments. Technical SEO is only the beginning of the SEO Marketing process and that is where the range and depth of features, as well as the price, can vary greatly.
Some SEO audits lean more toward the technical side and offer very little direct insight or tools that support the content side of the equation. But SEO is built upon content as its foundation and without it, SEO has no marketing value to a business. Once technical issues are resolved and site is healthy, the real work begins.
Ultimately, businesses are looking to convert visitors into buyers and while e-commerce sites can go for direct sales, this is rarely the case for other business types. Visitors have to be nurtured and moved naturally through the marketing funnel. This movement from problem aware, solution aware, to product/service aware can be mapped to the keywords a searcher uses when using a search engine. Keyword analysis and ranking is a common feature that all SEO tools also offer. Some tools house their own keyword databases while others tap into Google’s data. Some update their database monthly, weekly, and some get their data directly from Google in real time.
It is rare for one tool to offer the total toolset an SEO Professional will need even when it is comprehensive, thus the typical professional will build their own digital SEO toolbox made up of several tools. The toolbox allows the SEO Consultant to deliver SEO packages that are far more critical to a business than pure technical SEO. Let’s take a closer look at the tools needed for a comprehensive SEO Package. While I have selected the main tool which gives me about 70% of the functionality needed for a package, the other 30% comes from a small selection of other tools.
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Together, the tools in our company’s toolbox allow us to addresses the following functions:
We use multiple tools because we simply have not found one that gives us everything we need. Many times businesses will focus on the high level, highly competitive keywords related to their industry. Those keywords are nearly impossible to rank for. Keyword tools that stay at that level won’t be very helpful because the keyword difficulty will mean they are out of reach for a new comer. Long tail keywords are nichier. That’s not a word but it gives you an idea of what I mean. Instead of shoes, you drill down and maybe find there is search demand for red leather shoes with laces and two-inch heels. Keyword research is really the hard part when you are working in a competitive space.
- How do you find the right long tail keywords that will still give a good traffic flow?
- For words that you can rank for but aren’t, what kind of content do you need to produce?
- How do local, national, and international searches impact your options?
- How do you structure your site to be SEO optimized instead of just optimizing pages?
A site audit evaluates the technical health of the site. Just like a human needs to have regular checkups, a site can be performing well one month and the next, something needs to be fixed. A healthy website is not a static digital asset. An income producing site will have dynamic content that is consistently updated so that Google will see it as being current and relevant. Sites that are poorly maintained and housing a growing body of obsolete content will lose favor with Google. Site audits should be scheduled so that the health of the site is constantly being monitored.
When embarking upon an SEO campaign, daily tracking of keyword positions becomes important. This data will let you know if your efforts are working and if something additional needs to be done to help increase the ranking. It also allows you to monitor what is happening with your competition. We monitor competitors to learn what they are doing right and where they are missing opportunities. We learn from them but never ever do we use Black Hat tactics to damage their rankings.
On Page SEO Checker
Looks at specific pages that are optimized for keywords or even ranking organically without your attention. Often this signals a missed opportunity that will allow intentional effort to be applied to rank even higher and faster. The On Page SEO Checker produces a to-do list of tasks to further optimize pages based on real data.
Social Media Tracker
Social Media is used to capture new audiences, create engagement, and drive a new channel of traffic to your site based on content that is aligned with keywords and the interests of your ideal customer. SEO done right is not just about your web site but about your total web present operating synergistically to boost your organic traffic. Often high social engagement will even increase organic traffic even when you are not linking to your site. People will seek you out when they feel you have something of value to offer them.
Social Media Poster
The tool I use allows the coordination and posting of social media content with keyword-based content that you are serving up on your site. Again, we are building a digital ecosystem and harmonizing all the pieces.
Backlinks need to be active, positive, searchable, and from reputable sites to benefit your site. Backlinks establish your site authority through association. Backlink attacks from unethical competitors and from damaging sites need to be disavowed ASAP. See this article for more information on Black Hat SEO and backlinks. The backlink audit will also let you see the benefits of your backlink building efforts and let you know if you are gaining or losing valuable links.
Find high-quality backlink sources and from authoritative domains in your niche and build a relationship with site owners to gain trust and more links. This is not about spamming site owners but strategically using an outreach campaign to connect.
PPC Keyword Tool
Paid ads compliment organic SEO efforts. PPC can be used strategically to infuse your SEO efforts and also get more traction with people searching for what you offer. Monitor how your competition is leveraging paid ads. Again, learning what works and then figuring out why and then incorporating that understanding into your ads is the strategy we employ.
Keyword Content Templates
User eXperience (UX) is the next frontier for SEO and creating content that is not just leveraging keywords but presenting depth of knowledge is more involved than just writing a blog post. Having a theme and integrating client insights will allow for the creation of more engaging content. The more relevant your content is, the more likely visitors will be to take the next step … if you have integrated the right call-to-action and the overall site experience is pleasing and engaging. The tool can’t help with that, but that’s part of content marketing and why SEO alone is not enough.
Local Directory Submission Tools
For Local SEO, directory listings become a critical piece of the puzzle. Google and other search engines tap into reputable industry related directory listings to validate the legitimacy of your business. Even if you don’t have a local business, having a business listing in Google and other key sites can help your search ranking results. Your business information needs to be correct and consistent across directories. Managing that manually would be truly time-consuming as there are about 50 directories that together form the directory ecosystem. Inconsistent information or unclaimed profiles are missed opportunities to help SEO rankings.
Online reviews are can influencer an online searcher to explore a business or move on to a competitor. These sites serve as sources of credibility and are almost like personal recommendations or complaints that affect a business’s reputation and can directly influence their sales conversions. Yelp, Amazon Reviews, Facebook Review, Google review, are just a few that a searcher may come across. Reviews are a source of backlinks and key sites carry authority making their content even more important to an SEO campaign.
The list above is fairly comprehensive and gives you a good idea about the depth of activities that are required in addition to conducting an SEO website audit. An SEO Consultant that offers SEO Marketing provides SEO plus content marketing services across multiple platforms. If you would like to explore how SEO Marketing can help your business, schedule a free consultation.