SEO Site Audit

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Fixing your website and installing best practices is the easiest way for both new and current site owners to impress both search engines and users.
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What is a Site Audit and what is involved?

A site audit involves reviewing every page on your website to see where the issues and errors are. The output from doing one is a list of things which need fixing, which when resolved should improve your standing with the major search engines.
Site crawling

Site crawling

To make more practical finding issues on your website, I use a combination of industry standard tooling and my own arsenal of scripts to review each and every page on your website. After having crawled your website, I can then aggregate the findings and provide reports for common SEO complaints or best practices.
Template reviews

Template reviews

As most modern websites now prefer using templates and components to more practically scale creating pages, I can support through working through each of your templates - highlighting what needs fixing and what can be improved for SEO.
Search Engine Tooling Review

Search Engine Tooling Review

Most modern search engines offer a set of tools which can be used to help identify and diagnose issues. This data is invaluable, as it speaks to what specifically the search engine has found and is saying is broken. I undergo a review of the relevant tooling to find and diagnose issues, creating tickets for your developers to resolve what needs fixing.
Common issues & Future-proofing

Common issues & Future-proofing

A well consolidated website should either remove or add ‘www.’, lower case mixed or upper cased URL paths, redirect to HTTPS and add or remove a trailing slash to the end – ideally in one 301 redirect. This best practice has been commonplace in SEO for years, but is not the default way of thinking for most engineering teams even in 2024. My common issues review captures a long list of problems which if solved will make your website more resilient and will further help to prevent further issues in the future.
Report & Tickets

Report & Tickets

After all of the above audits have taken place I create a report to outline my findings and to summarise what I think should be the key areas of focus. All of the found issues are turned into prioritised tickets, which include a description of the problem, a suggested solution, acceptance criteria and where necessary any supporting documentation or tooling to help your engineering and product teams.

How the Process Works

Step 1

Crawling your website

The first step is to crawl your website and to run several scripts on cohorts of pages to further test for issues. I have a purpose built platform for handling this and can work with your teams to make sure I do not disrupt the website.
Step 2

Auditing

The majority of the time allotted for the review is spent on auditing the domain, which involves testing and reviewing almost every line of code used to make your website for how it may or may not affect your SEO performance.
Step 3

Reporting & Presentation

I collate and organise all of my findings into a jargon free report/presentation, with tickets being created so that you can forward the work onto the appropriate teams after having reviewed.
Step 4

Consultation

Whilst my site audits are meant to be comprehensive and clear enough to be handed over to your engineer(s), it remains that sometimes teams still have questions or need help with brainstorming solutions. I include with all audits 2 free post audit calls and will discount any further consultancy required.
Have a question about the process?
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FAQ's

There's not much mention of SEO in the above, how comes?
The conventional wisdom here is that if users enjoy being on your website, meander around and complete whatever it is that they came to do – then search engines will favour you in their results. Whether that’s due to bounce rate, pogo-sticking, scroll depth or a long list of other considerations is largely academic, what’s important is that the more people who access and accomplish their task using your website the less you’ll have to worry about in terms of SEO.
How do I know if my site is slow?

Firstly it’s worth clarifying that your website can be slow to load and slow in terms of interactivity (I.e. when you click on a button nothing happens).

Whilst tools exist that I can share which list how well you score on a scale of 1 – 100 or A – F, a more practical and simpler test is simply to disconnect from wifi on your phone and click around your website. If the pages are taking a long time to finish loading, things randomly shift around and when you click on something it takes a noticeably long time for anything to happen – then it’s probably slow enough to warrant having a conversation.

The aim here is to keep people in the flow of what they’re doing, a button not doing anything when I click on it creates rage clicks and is usually a good reason for someone to go back to a search engine and try someone else.

What's the difference between lab testing and RUM testing?

Lab testing, sometimes called synthetic testing, refers to using tools which try to emulate the experiences of users and in doing so measures and scores what they expect will be your scores. Lab testing is integral for measuring whilst working on improvements, it allows engineers to see what the expected difference in timing will be once released to the website.

RUM, or Real User Measurement, testing is when you proactively measure users experiences when using your website. The benefit here is that it is 1st party data, which means it’s more dependable and carries no erroneous assumptions.

A fun bit of trivia is that Google actually provides you with RUM data by discreetly measuring users experiences in the chrome browser. This means that even if you have not been actively measuring your users interactions you can gather some data from Chrome.

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