As an SEO Analyst, you need to perform the site audit as the first step whenever you start the new project. This helps in understanding the project and plan the further course of action require to optimize the site, improve search engine ranking and increase the organic traffic.
How to Improve Search Engine Ranking?
Follow step by step process to improve search engine ranking.
Step 1- Crawling & Indexing
Crawling is the process of accessing the site by bots and indexing is the addition of web pages in search engine result pages.
In order to check the crawling, add screaming frog tool and enter the website URL. Here you will able to see the blocked pages and crawled pages as shown in the below snapshot.
Robots.txt is the file in which command is given to block or crawl certain page of the site.
In general, it is as follows but create a robots.txt file according to your industry and requirement to block certain pages.
User-agent: * Disallow: /wp-admin/
Indexing can be checked by utilizing “site” operator in the search engines as shown in the below snapshot.
Step 2- Check SEO factors
Analyze important SEO ranking factors to maximize your SEO efforts and rank higher in search engine result pages. There are two types of SEO factors
On Page SEO
- Keyword Research
- Keyword Density & Proximity
- Site URL Structure
- Meta tags
- Internal Linking Optimization
- Canonical tags
- Site Speed
- W3C Validation
- Add tracking codes
- Fixing of Errors
- Mobile Friendly version
- Text/HTML Ratio
- Alt Text
Off Page SEO Factors
- Domain Authority
- Page Authority
- Trust Flow
- Citation Flow
- Social sharing Buttons & Signals
- Link Juice
- Anchor Texts
- Page Rank
- Online Reputation Management
- Schema Implementation
Here is the infographic for SEO factors.
This will help to drive huge organic traffic. For more details on analyzing a site and SEO audit checklist, you must check following-
Step 3- Fix Penalties
This is an important step in improving search engine ranking. It is important to fix the penalties to rank higher in the SERPs. If your site is penalized then it will not rank in the search engine result pages or lower down in the organic rankings. There are many Google Algorithms responsible for penalizing the site- Panda, Penguin, Humming Bird, Pigeon, Possum.
Panda penalizes for copied content. So check your site in Copyscape or plagiarism tool to identify and fix duplicate content.
Penguin penalizes for link spamming. So check the existing links and fix them if they are showing high spam scores. You can disavow the affected links in Google Search Console or webmasters.
For more details, check this article.
Step 4- Competitor Analysis
It is crucial to analyze the competitors and their strategies including blog, keywords, link building. By knowing what content your competitor is targeting, you can also prepare a unique content on the same topic. Competitor keywords help in targeting the target keywords and optimizing it to outperform them for that keyword. The best tool for competitor analysis is SEMrush. It will provide you the details of competitors, their keywords, common keywords and backlinks.
So test your site now!
Step 5- Traffic Analysis
Add Google Analytics code to the site and analyze the traffic for all the channels including- Social, referral, search, email, paid.
First of all, note all the traffic from all the channels especially search and referral. This will help you to show the improvement and compare from the initial traffic in the report.
Connect Google Search Console and Analytics and for analyzing follow these steps.
1. Go to Google Analytics Dashboard.
2. Click Acquisition section and follow the path as follows Acquisition>Search Console>Landing pages. You will able to see the below snapshot.
For more details on increasing organic search traffic, check How to increase organic search Traffic?
3. Monitor the keyword rankings regularly to optimize the page and improve search engine ranking.
I hope by following these five important steps, you will able to improve search engine ranking for your project by auditing site.
Over to You!
Share your comments below on how you improved the site performance by auditing the site.