Website Audit and Analysis

SEO Structural Optimization

A thorough website audit is crucial in determining and analyzing the strengths and weaknesses of your site. It is the basis of a solid and effective SEO campaign. There are many different types of website audits, with the most common ones focusing on the following factors:
Site Health

Site Health

Most types of audits start with a health audit. This is an assessment of the general condition of your site, with the aim of determining if there are issues such as traffic downturn and positioning of an unknown causation.

Red Flag


Vulnerabilities that might compromise your website and expose it to hacking are identified.

Attacked Site or Negative SEO


The audit also analyzes the gaps in your site to determine if there are any further opportunities
for growth.

Recovery and Penalty

Red Flag

A website may be audited for potential penalty issues. This can be part of a health audit, but it can also be performed on its own.


Recovery and Penalty

This is an analysis of the metrics of a site that has been manually or algorithmically penalized.


Attacked Site or Negative SEO

An audit can likewise analyze downturns in site metrics when negative SEO methods have been used to attack the website.

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SEO Resellers Checklist Analysis Process

Meta Tags Check Meta tags are a great way for webmasters to provide search engines with information about their sites. Meta tags can be used to provide information to all sorts of clients, and each system processes only the meta tags they understand and ignores the rest

XML Sitemap Check The Sitemaps protocol allows a webmaster to inform search engines about URLs on a website that are available for crawling. A Sitemap is an XML file that lists the URLs for a site. It allows webmasters to include additional information about each URL: when it was last updated, how often it changes, and how important it is in relation to other URLs in the site. This allows search engines to crawl the site more intelligently. Sitemaps are a URL inclusion protocol and complement robots.txt, a URL exclusion protocol.

HTMl Sitemap Check An HTML sitemap allows site visitors to easily navigate a website. It is a bulleted outline text version of the site navigation. The anchor text displayed in the outline is linked to the page it references. Site visitors can go to the Sitemap to locate a topic they are unable to find by searching the site or navigating through the site menus

Duplicate Content Check : Copyscape is a free plagiarism checker. The software lets you detect duplicate content and check if your articles are original.

Robots.txt Check The robots exclusion standard, also known as the robots exclusion protocol or robots.txt protocol, is a standard used by websites to communicate with web crawlers and other web robots. The standard specifies the instruction format to be used to inform the robot about which areas of the website should not be processed or scanned.

Canonicalization Check : Canonicalization is the process of picking the best url when there are several choices, and it usually refers to home pages. For example, most people would consider these the same urls:

Cross-domain Rel Canonicals There are situations where it’s not easily possible to set up redirects. This could be the case when you need to move your website from a server that does not feature server-side redirects. In a situation like this, you can use the rel=”canonical” link element across domains to specify the exact URL of whichever domain is preferred for indexing. While the rel=”canonical” link element is seen as a hint and not an absolute directive, we do try to follow it where possible Rss Feed Check RSS (Rich Site Summary); originally RDF Site Summary; often called Really Simple Syndication, uses a family of standard web feed formats [2] to publish frequently updated information: blog entries, news headlines, audio, video

Image Alt Tag Check It provides Google with useful information about the subject matter of the image. We use this information to help determine the best image to return for a user’s query. Many people-for example, users with visual impairments, or people using screen readers or who have low-bandwidth connections—may not be able to see images on web pages. Descriptive alt text provides these users with important information

Heading Tag Check >HTML Headings. Headings are defined with the



defines the most important heading.

Accidentally Hidden Content Check Hiding text in your content to manipulate Google’s search rankings can be seen as deceptive and is a violation of Google’s Webmaster Guidelines. When evaluating your site to see if it includes hidden text or links, look for anything that’s not easily viewable by visitors of your site. Are any text or links there solely for search engines rather than visitors? However, not all hidden text is considered deceptive. For example, if your site includes technologies that search engines have difficulty accessing, like JavaScript, images, or Flash files, using descriptive text for these items can improve the accessibility of your site. Remember that many human visitors using screen readers, mobile browsers, browsers without plug-ins, and slow connections will not be able to view that content either and will benefit from the descriptive text as well. You can test your site’s accessibility by turning off JavaScript, Flash, and images in your browser, or by using a text-only browser such as Lynx.

IFrames check The IFrame HTML element is often used to insert content from another source, such as an advertisement, into a Web page. Although an IFrame behaves like an inline image, it can be configured with its own scrollbar independent of the surrounding page’s scrollbar.

Google Page Load Speeds Check Website Speed Test to help you analyze the load speed of your websites and learn how to make them faster. It lets you identify what about a web page is fast, slow, too big, what best practices you’re not following, and so on. We have tried to make it useful both to experts and novices alike.

Broken Links Check Broken Links rot (or linkrot), also known as link death, link breaking or reference rot, refers to the process by which hyperlinks on individual websites or the Internet in general point to web pages, servers or other resources that have become permanently unavailable. The phrase also describes the effects of failing to update out-of-date web pages that clutter search engine results.

W3C Validation Check The Markup Validation Service is a validator by the World Wide Web Consortium (W3C) that allows Internet users to check HTML and XHTML documents for well-formed markup. Markup validation is an important step towards ensuring the technical quality of web pages; however, is not a complete measure of web standards conformance. [1] Though W3C validation is important for browser compatibility and site usability, it has not been confirmed what effect it has on search engine optimization.

Custom 404 Error Page Check A 404 page is what a user sees when they try to reach a non-existent page on your site (because they’ve clicked on a broken link, the page has been deleted, or they’ve mistyped a URL). A 404 page is called that because in response to a request for a missing page, web servers send back a HTTP status code of 404 to indicate that a page is not found. While the standard 404 page can vary depending on your ISP, it usually doesn’t provide the user with any useful information, and most users may just surf away from your site. If you have access to your server, we recommend that you create a custom 404 page. A good custom 404 page will help people find the information they’re looking for, as well as providing other helpful content and encouraging them to explore your site further.

Code/Text Ratio Check Code to text ratio represents the percentage of actual text on a web page compared to the percentage of HTML code, and it is used by search engines to calculate the relevancy of a web page.A higher code to text ratio will increase your chances of getting a better rank in search engine results. Not all search engines use the code to text ratio, but some do… so it gives you a leading advantage over competitors and across all search engines when you do make it a priority to have a higher code to text ratio on your site

Website URL Structure Check A site’s URL structure should be as simple as possible. Consider organizing your content so that URLs are constructed logically and in a manner that is most intelligible to humans (when possible, readable words rather than long ID numbers). For example, if you’re searching for information about aviation, a URL like will help you decide whether to click that link.

Page Rank Check Page Rank is an algorithm used by Google Search to rank websites in their search engine results. Page Rank was named after Larry Page, [1] one of the founders of Google. Page Rank is a way of measuring the importance of website pages

Google Cached Check A Google cache is a mechanism for the temporary storage (caching) of web documents, such as HTML pages and images, to reduce bandwidth usage, server load, and perceived lag. A web cache stores copies of documents passing through it; subsequent requests may be satisfied from the cache if certain conditions are met.[1] Google’s cache link in its search results provides a way of retrieving information from websites that have recently gone down and a way of retrieving data more quickly than by clicking the direct link.

Dmoz Listing Check DMOZ is a multilingual open-content directory of World Wide Web links. The site and community who maintain it are also known as the Open Directory Project (ODP). It is owned by AOL but constructed and maintained by community of volunteer editors. DMOZ uses a hierarchical ontology scheme for organizing site listings. Listings on a similar topic are grouped into categories which can then include smaller categories.

Flash Check Flash accessibility programming allows marketers to create two versions of a website: One interactive, Flash-based version for users, and one HTML, text-based version for search engine crawlers. The design tactic has become widely accepted among Web developers and even recommended by Google as a means of getting your Flash content recognized by crawlers. And while textual content is the best means to get your website ranked, the adoption of Flash accessibility programming has helped to bridge the gap between SEO and Flash so marketers don’t have to sacrifice brand image and website aesthetics for search engine visibility. Even so, many marketers have yet to fully embrace Flash accessibility for the additional SEO advantage it offers. Because engines can now “see” Flash content by way of replacement content, marketers now have the opportunity to optimize Flash content (and replacement content) with messages containing highly searched keyword terms. Given that, if you’re going to include Flash on your website, make sure to design it in a manner that is advantageous to SEO: Use Flash content containing keyword-rich messages that can be “replaced” in text form for search engine spiders to crawl.

Mobile Responsive Check Responsive web design is an approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones). Where a web site must support basic mobile devices that lack JavaScript, browser (“user agent”) detection (also called “browser sniffing”), and mobile device detection are two ways of deducing if certain HTML and CSS features are supported (as a basis for progressive enhancement)—however, these methods are not completely reliable unless used in conjunction with a device capabilities database.

Keyword Density Recommendation/Implementation Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.

Urllist.txt The Urllist protocol allows a webmaster to inform search engines about URLs on a website that are available for crawling.

Google Webmaster account setup Google Webmaster Tools is a no-charge web service by Google for webmasters. It allows webmasters to check indexing status and optimize visibility of their websites.

Google Analytics account setup Google Analytics is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and measures conversions and sales. It’s the most widely used website statistics service Google Analytics can track visitors from all referrers, including search engines and social networks, direct visits and referring sites. It also tracks display advertising, pay-per-click networks, email marketing, and digital collateral such as links within PDF document.

Anchor Tag Optimization The anchor text, link label, link text, or link title is the visible, clickable text in a hyperlink. The words contained in the anchor text can determine the ranking that the page will receive by search engines. Anchor text usually gives the user relevant descriptive or contextual information about the content of the link’s destination. The anchor text may or may not be related to the actual text of the URL of the link.

What happens during a website audit?

A thorough website audit is crucial in determining and analyzing the strengths and weaknesses of your site. It
is the basis of a solid and effective SEO campaign. There are many different types of website audits, with the
most common ones focusing on the following factors:


Server metrics, caching, downtime, hosting, etc.

Internal and external links:

Internal link structures, site architecture, anchor text, value, anchor text, acquisition patterns, etc.


Content, schema tags, page speed, URL construction, design, metas, etc.

Social media:

links, optimization, profiles, etc.



When is an audit necessary?

An audit can be valuable when you are trying to determine what is causing the sudden decrease in traffic or search engine ranking. 

Website analysis and auditing

may be beneficial when you have been alerted by Google of violating its terms of service, too. Even the most successful high-traffic websites must be audited regularly to ensure the highest-quality content and user experience, and to make sure that it can maintain its good ranking in search engines.

Which website auditing company should you choose?

Companies that offer website audit and analysis should provide a comprehensive report on the website’s structure and design analysis, market research and analysis, troubleshooting, backlinks, optimization guidelines and content analysis, and a full summary of the tasks that have been performed. They must also be capable of fixing any issues themselves, so that you no longer have to go to another company.
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