SEO Analysis

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SEO Analysis


Gone are the days when you can simply put content on your website and expect people to find you. In fact, those days are long gone. If you’re noticing traffic on your site declining, it’s likely because your SEO isn’t up to par and you’re falling behind your competition in search engine results. But before you begin making big changes to your site in an effort to gain more traffic, performing an SEO analysis will tell you where you’re losing traffic.

Where to Start

Performing an SEO analysis is like performing surgery without an X-ray or MRI as a guide. You know there’s an issue, but you don’t know where to start looking. There are symptoms, but the doctor has to hunt and peck to find what the underlying cause is of those symptoms. And when there’s no initial diagnosis, the doctor may perform surgery on the wrong organ. Not only does this not fix the problem, it could have devastating effects on your health.

Luckily, doctors are well-educated on where to start and how to take care of any underlying issues. Even better, they know where to look and how to figure out where the symptoms are coming from. And at SEO Expert, we are too. We have a checklist and software to use as a guide as we dive into your website and make sure you’re getting the best search engine optimization for your buck. Crawling tools allow us to look at your site just like a major search engine would, and how that search engine behaves on a variety of devices.

To start, we’ll take a look at where you’re ranking now and what you’re doing to get there. This helps us determine if your actions are effective and what we can do to move you forward. If something’s not working, we need to know why so we can map out the best course of action down the road. And that’s where the SEO analysis comes in.

Analyze Your Competition

When you want to beat out the competition, you need to take a close look at what they’re doing. This means identifying who your competition is and truly analyzing their websites. And don’t just taking a cursory look—we dive deep.

  • How long has your competitor owned their domain?
  • How much authority does the domain have?
  • What’s the competition doing on social media?
SEO Analysis
  • Where does the competition rank?
  • Which pages rank better?
  • What keywords are getting the best results?

There are programs out there that can help you do this research, and it’s not something you should skimp on. Because odds are, your competition is taking a close look at your website too.

When comparing your website with your competition, we’ll take a look at the type and relevance of their keywords and determine where they’re getting hits. We’ll also establish how relevant the content is. Is it optimized? Are social metrics on target? This allows us to perform a deep comparison of your online presence with your competition, which helps to decide where to focus your SEO management. Read on for more detailed information about what we’re looking at.

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SEO Analysis

Keyword Analysis

If you’re going to compete in your industry, whether you’re a local shop or a global enterprise, you have to get found online. One way to do this is to use quality keywords in your copy and other key points within your website. But how do you know which keywords will give you the competitive edge? A keyword analysis will identify which words or phrases your ideal audience uses when looking for your product or service.

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SEO Analysis

Accessibility and Indexability

Of course, if your website is going to be seen by search engines, you have to make sure that it’s accessible by those search engines. Some developers use robots.txt files to block search engines from viewing certain pages on a website. And sometimes these files inadvertently make it to home pages or blogs that you do want to appear on the SERPs. When this happens, a website (or a page) isn’t accessible by search engines, which means they can’t index your site to be found. This will negatively impact your SEO, in a big way.

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SEO Analysis

Content Analysis

Is the content on your website drawing visitors? Content best practices are important to keep in mind as you’re developing content, whether it’s evergreen text or blogs. Inbound links are vital to establishing authority on the Web. You want other companies to link to your content from their websites, which means you should include backlinks to other websites. Kind of an “I’ll scratch your back…” philosophy.

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SEO Analysis

Other Visible Factors

Content isn’t the only visible piece of the analysis puzzle. An analysis will also look at the urls used on each of your pages. Are they user-friendly? Do your urls use keywords? Like everything else on the Internet, there are best practices associated with optimizing urls for effectiveness. Though it’s not on your visible website, the meta description is visible to search engines and to those who find your website during a search. Your meta description for each page should be customized; it’s not enough to use the description generated by your content portal. Keywords should be present and the meta description needs to draw the visitor in.

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SEO Analysis

Back-End Review

Not all search engine optimization is found on your visible website; much of it is hidden on the back-end of your site, where your audience won’t even see it. But the key is that the search engines can and will. Search engines recognize things like logical site architecture, making sure that your site map (or the way your pages are laid out on your site) makes sense. Your website needs to have authority, which you can improve by ensuring visitors remain on your website and are sharing your content. Google Analytics can help you identify where your website visitors are coming from and where you need to spend some extra time improving on your strategy.

SEO Analysis

Other Factors

 

SEO Analysis

Reporting

 

Moving Forward


A comprehensive SEO analysis is just the first step toward SERP improvements and ensuring that your company, and its website, are on the online map. Your business is dependent on search engine optimization. As a business owner, you need to educate yourself on what’s involved so you know if your website is performing where it should. That doesn’t mean that you should be doing SEO on your own—you have a business to run. Instead, hire experts like those at SEO Expert to take care of your SEO for you.

Search engine and social media algorithms change regularly and it’s a challenge to keep up with it when your expertise isn’t SEO. Do what you do best and leave the SEO to the experts.

Keyword Analysis

If you’re going to compete in your industry, whether you’re a local shop or a global enterprise, you have to get found online. One way to do this is to use quality keywords in your copy and other key points within your website. But how do you know which keywords will give you the competitive edge? A keyword analysis will identify which words or phrases your ideal audience uses when looking for your product or service.

If your website isn’t ranking for a keyword you think resonates with your website and audience, the issue may be that it’s too broad. Let’s say you’re a chiropractor in Denver. An initial search for “Denver chiropractor” could garner hundreds of results, easily pushing your website to page 10 on the search engine results page. If you have a specialty, such as sports injuries, or can identify with a specific neighborhood in Denver, such as Cherry Creek, you can narrow down your target and use longtail keywords. “Sports injury chiropractor Denver” or “Cherry Creek Colorado chiropractor,” for example.

Of course, you want to make sure that people are actually using these keywords to search. And that’s where SEO Expert comes in. Using proprietary tools, we can find the words that will drive traffic to your website.

Accessibility and Indexability

Of course, if your website is going to be seen by search engines, you have to make sure that it’s accessible by those search engines. Some developers use robots.txt files to block search engines from viewing certain pages on a website. And sometimes these files inadvertently make it to home pages or blogs that you do want to appear on the SERPs. When this happens, a website (or a page) isn’t accessible by search engines, which means they can’t index your site to be found. This will negatively impact your SEO, in a big way.

Now, the robots.txt files do have some credibility though, so don’t discount them completely. You could block a specific internal page from the search engines because you want visitors to land on another web page first. In this case, it’s perfectly acceptable to use a robots.txt file, so long as it’s placed on the correct page.

Interested in finding out how many pages are indexing from your website? Type “site:[your domain]” in the search engine’s search bar and see how many results appear. That will give you a starting point as you determine if your pages are accessible and indexed. If you’re confused, as many people often are, consult an expert or do some reading on the subject.

Content Analysis

Is the content on your website drawing visitors? Content best practices are important to keep in mind as you’re developing content, whether it’s evergreen text or blogs. Inbound links are vital to establishing authority on the Web. You want other companies to link to your content from their websites, which means you should include backlinks to other websites. Kind of an “I’ll scratch your back…” philosophy.

Word count is also an important factor in content analysis. While opinions vary widely, we’re of the camp that knows that longform content gets much more traction than shorter pages. Your website visitors won’t read every word of every page on your website, and that’s okay. But pages with about 2,000 words will get found by search engines much more than pages with less content. You have more opportunities to use keywords and can use more variety of keywords within your content.

Other Visible Factors

Content isn’t the only visible piece of the analysis puzzle. An analysis will also look at the urls used on each of your pages. Are they user-friendly? Do your urls use keywords? Like everything else on the Internet, there are best practices associated with optimizing urls for effectiveness.

Though it’s not on your visible website, the meta description is visible to search engines and to those who find your website during a search. Your meta description for each page should be customized; it’s not enough to use the description generated by your content portal. Keywords should be present and the meta description needs to draw the visitor in.

Back-End Review

Not all search engine optimization is found on your visible website; much of it is hidden on the back-end of your site, where your audience won’t even see it. But the key is that the search engines can and will.

Search engines recognize things like logical site architecture, making sure that your site map (or the way your pages are laid out on your site) makes sense. Your website needs to have authority, which you can improve by ensuring visitors remain on your website and are sharing your content. Google Analytics can help you identify where your website visitors are coming from and where you need to spend some extra time improving on your strategy.

Another back-end item to pay attention to is your use of HTML. HTML tags your content to create specific effects on your website, like page titles that are a certain color or size, hyper-links that stand out from body text and tables that format your text into columns and rows. Using HTML tells the search engines that you’ve taken the time to create visually-pleasing web pages that are easy for readers to digest. And this is exactly what search engines are looking for.

Other Factors

There are many other factors that go into an SEO analysis, and these change on a regular basis. Google, Bing, Yahoo and other search engines are constantly updating the algorithms that determine search engine results. That’s why an SEO analysis should never be a one-time event. Instead, as part of your overall SEO plan and strategy, an analysis should be performed on a regular basis. Just like you wouldn’t go to the doctor once in your life, then assume everything is going to be fine, you wouldn’t analyze your website once and then leave it alone. Things change, and there could be an odd event, like your competition beefs up its SEO practices, that causes your site to be thrown off the SERPs. So stich with a plan and check in on your SEO regularly.

Reporting

When you’re looking to up your SEO ranking, it’s not enough to simply look at and analyze all the key factors on your site. You need a comprehensive report that tells you exactly where your SEO is lacking and what needs to change. Reporting tools abound in today’s marketplace, and you need to know which tools work and which you’re better off leaving alone. Your SEO analysis report should include detailed information about which pages are missing elements like page titles and meta descriptions. It should tell you how fast pages are loading and if your site is optimized for mobile devices (and which ones). Your report should let you know if your images include filenames and alt text and if any links are broken.

Essentially, an SEO analysis report is your website’s diagnosis—it tells you where the problems are. And if you’re working with a legitimate SEO company, they are your doctors. They can tell you how to read the diagnosis and what to do to make the symptoms (poor SERP ranking) go away.

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