Website Audits

Website audits / reviews should not only identify negative elements, they should also provide recommendations as to where and how the Website might be improved. Auditing a website provides a clear outline of whether or not the Website is achieving its goals and objectives.

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A Website audit by a professional SEO consultant provides a benchmark analysis of the;

The Website / SEO audit serves as a benchmark in the sense that it provides a “then” reference point against which progress can be measured as time passes. Remedial action on a website can take some time to take effect, and its important that a linear reporting mechanism be established to measure record progress.

Content

Content assessment is becoming more and more important as Google et al alter the landscape in favour of unique and original content. Word count on pages, accurary of content, optimisation, authenticity, spelling, punctuation, grammar, copyright and duplication are all very important elements of a website audit. The ultimate goal is original web site content, well-written entirely by the website owners/staff, with original images etc.

For optimisation purposes, every page must be accurately categorised and described in all areas; titles, headings, meta-tags etc. The auditor will assess page URLs, image file names and Alt text, heading and paragraph relevancy and hyperlinks & titles within those paragraphs.

Architecture Assessment

Based on knowledge and experience, the website auditor will assess the site’s software platform against known deficiencies and determine if remedies have been, or should be applied.This may include search engine friendly URL’s, dynamic header tags, sitemaps and more. Checking for fundamental requirements such as provision of robots.txt file, and custom 404 error page handling is also an important aspect.

Assessing the impact of various technologies such as JavaScript, Flash, Silverlight, Frames etc is also vital. Inappropriate use of any of these applications can cripple a sites abiliy to rate well in SERPs.

» Navigation

Internal navigation is a critical element to both users and to search engine spiders trying to index a site, and is a key element of a website review process. The web auditor will compare and assess the number of pages indexed in major search engines against the total number of pages on the website. This indicates if there is an issue with search engine spiders attempting to index the site.

» Usability

Is the site easy to navigate, are the deliverables easy to find, and does everything function normally? The “normal” aspect can often be assessed by looking at competitors websites. The importance of competitive analysis should never be underestimated! Does the site make it clear what the visitor needs to do to access your products and services, by way of effective “call to action” elements?

» Functionality

Visitor’s perspective; the auditor will assess if the intent and purpose of the website clearly evident on the Home page for a 1st-time visitor. Is the content easy to skim, find and understand the salient points without difficulty? Are contact details easy to find, and do they include multiple means for a visitor to communicate with you.

Site owners perspective; does the website incorporate an easy-to-use site administration interface that provides an easy way for the website owner to make changes?

Credibility

Contact details are important in establishing credibility, but so are testimonials / references, premises & staff photos and a location map. Depending on the site type, other important pages might include privacy policy, terms & conditions, shipping, returns etc.

Security Issues

Software revisions frequently include security updates and patches. The website reviewer will check current software version against that which is currently installed. Passwords will be assessed for degree of effectiveness.

Ownership

Website audits addresses the of ownership – is the “domain registrant” actually the owner, or did the designer register the domain on his/her behalf. In varying cases, websites may be registered by the owner of the domain, a company employee, or a third-party independent Web designer. If it was a third party who made the site, the audit establishes if an ownership agreement was made between the owner of the site and the third party and if so, what is the current status of that agreement. In all cases, the owner should be the registrant on record!

SEO

On-Site SEO: The web audit will examine a cross-section of internal pages on the website to assess how well, or if at all, pages have been optimised for the most appropriate keyword search phrases. Some preliminary keyword research will be done, to see what the current high-volume keyword search phrases relevant to the site are.

Off-Site SEO: As part of the audit, an assessment of the site’s link portfolio will be reviewed. This includes outward links, reciprocal links, 1-way incoming links, and deep links to pages within the site. The keywords in Anchor Text will be checked to see if they include a good cross-section of keyword phrases relevant to the site’s theme.

» Current SERP’s Rankings

The Search Engine Results Pages (SERPs) status of a website for all primary keyword search phrases directly affects the success of a website. Position in the SERPs directly affects the volume of “qualified” search engine traffic that might be directed to the site from Google, Yahoo & Bing etc.

Website Traffic Analysis

Examining the webserver traffic logs can reveal much about performance. For example, broken links generate 404 errors, and high bounce rates may indicate a high percentage visitors are turned off by the design, or have arrived only to find you don’t have what they want.