What is SEO Analysis? It is the process of closely examining a website to better understand how well the site has been optimized and what can be done to help improve it…
More about SEO Analysis
SEO analysis requires brands to first carefully examine the content they have on their page. They want to see what keywords their content has been optimized for and how well that content performs.
Remember that the higher the ranking of the page in the SERP, the more traffic you can attract and therefore more leads and customers.
When brands develop a better understanding of their current level of optimization, they can find areas where they can improve.
How to Conduct an SEO Analysis
- Make sure you are visible on Google.
- Check the URLs and Meta Descriptions.
- Review Titles and Headings.
- Analyze Incoming Links.
- Check Your Spam Score.
- Keep An Eye On Your Internal Links.
- Find broken links on the site.
- Your Website Content Needs to be Analyzed.
- Images Need To Be Audited.
- Test Your Page Speed.
Search engine optimization (SEO), in its simplest terms, is the process of making changes to your website to make it more visible to search engines and improve your site’s ranking.
The first step in developing your SEO strategy is to perform an SEO analysis…
Why Is SEO Analysis Important?
The insights you gain from an SEO analysis give you direction on where you can improve your website’s content and technical aspects to deliver a good experience for visitors and to show search engines context and relationships between your content and the search query visitors are using.
Simply put, SEO analysis is a must in order for you to rank higher, expand your reach, drive traffic, and achieve your business goals.
With an analysis, you’re not taking shots in the dark; you are making strategic decisions, reducing time and resources invested.
Without a thorough SEO analysis of your site, it is virtually impossible to make informed decisions to improve your site’s SERP rankings.
How to Perform an SEO Analysis of Your Site in Ten Quick Steps
Here are 10 key steps you should take when performing an SEO analysis.
1. Make sure you are visible on Google.
How is your website ranked in Google? What is the average position in the SERP?
When beginning your SEO analysis, it is important to start from a bird’s eye view. Identify how many of your website pages are ranked in the search engine and better understand the overall visibility of your website on Google.
2. Check the URLs and Meta Descriptions.
The URLs should be reduced to about four or five words that describe the content of the page.
If your URLs are long or irrelevant, you can choose to optimize and edit them so that search engine bots better understand what’s on the page. But, this can affect the link juice of the old URL (i.e., the old URL of that page).
However, you can edit the meta descriptions as much as you like. Your meta descriptions should include primary and secondary keywords and adequately summarize what your page is about.
3. Review Titles and Headings.
Titles should attention-grabbing and encourage users to click on them. In both titles and headings, make sure to use the right SEO keywords for your page.
Keep in mind that high search volume keywords can be difficult to rank for, so try to find a long-tail keyword as this will improve your chances of showing up on the first page of a SERP.
4. Analyze Incoming Links.
Incoming links also known as inbound links or backlinks are links to your site that are hyperlinked to another site.
Analyze the inbound links to your site to help you see who is linking to your business and give you a better understanding of what to do to improve your search rankings.
5. Check Your Spam Score.
Your spam score can increase if you have a lot of inbound links from low-authority websites. Therefore, while analyzing your inbound links, try to remove the “bad” inbound links.
There is an option in Google Search Console that removes ‘bad’ inbound links…
6. Keep An Eye On Your Internal Links.
Internal linking is a practice that involves adding links to other pages on your website to help visitors navigate to different pages.
Internal links are actually a great SEO tactic to help improve your search engine rankings. Also, it can improve the user experience.
7. Find broken links on the site.
Broken links affect user experience and can negatively affect SEO, so keep an eye out for broken links on your site.
To fix broken links, you can correct them by making sure the spelling is correct, or you can complete a 301 redirect to a different but relevant URL.
8. Your Website Content Needs to be Analyzed.
Content plays a very important role in the SEO of your website. Check for duplicate content, which is an SEO red flag, remove if it is duplicate content.
Also, make sure your content is high-quality and error-free. Start with your most popular pages, then move on to the smaller posts and pages.
9. Images Need To Be Audited.
Because search engine robots cannot crawl your images, it is important that you optimize your images with the appropriate alt text to describe the appearance and function of that image.
Another image optimization tip to follow is compressing images to reduce their size, which can help improve page load speed.
10. Test Your Page Speed.
Your page speed can actually influence your website’s SEO and overall user experience, so you should be interested in constantly analyzing your loading speed to make sure your website is running fast and efficiently.
For a quick test of page loading speed, you can use Google’s PageSpeed Insights tool.
If you know how to analyze a website you can also do competitor analysis for better ranking…
SEO competition analysis helps you:
- Understand your standing within your digital marketplace.
- Get data on your competitor’s efforts.
- Evaluate your success.
- Find gaps in your strategy for improvement.
What is Competitive SEO Analysis?
SEO competitive analysis involves researching your SEO competitors‘ links, keywords, content, and more to reverse engineer the most successful elements of these tactics into your own SEO strategy.
Follow this SEO competitive analysis checklist to make sure you’re conducting the right kind of keyword research.
Correctly identify your competitors. You need to know who you’re up against in order to create the most effective strategy.
If you keep track of what “the other guys” are doing, you can see which strategies are effective in your industry and develop those strengths in your own strategy.
SEO tools like SEMRush allow you to research and track what your direct competitors are doing. You can see their most popular keywords, how much they spend on AdWords campaigns, and even their traffic.
Make sure you’re tracking your research and documenting it. While you are doing this research, you must store your information in a doc.
An Excel document or Google Sheets is best for you to keep an up-to-date list of new keywords and various other metrics.
Some points you may want to keep track of are:
- How many of your competitors use a certain keyword?
- How are your competitors are ranking for that keyword?
- Where is the keyword traffic coming from? (paid vs organic)
Once you’ve gathered all of your research, you need to come up with a plan and start implementing it.
It is very difficult to implement a successful keyword marketing campaign unless you have a good SEO tool. It also depends on your business model and your specific goals.
Go with what you know, not what you think you know. What does the data tell you? SEO competitive analysis will only be helpful if you are doing your research the right way.
Be smart about where you want to rank in search engines, develop a plan to convert your existing traffic, and then execute your plan!