Search Engine Optimisation (SEO) is not just about keyword focus and link building. There is a lot more to it and it all starts with a well structured SEO audit.  If you are thinking of building a web-based business or if your business has a web-based channel you should read this post.

Here is what we include in  SEO audits and what we think you should look at when you define SEO projects for your business:

1. Business Objectives

SEO needs to be aligned with your business objectives. You need to know what you want to achieve and how to measure this. Especially if you are thinking of outsourcing SEO or recruiting staff to deliver SEO

2. Understand your Competitors

SEO success often depends what other companies do. Find out who your competitors are, both direct and online and what  their visibility is online.

3. Keyword Research and Analysis

Identify all business relevant key phrases. Think out of the box. What would search engine users type in to Google to find your business? Read more on keyword research.

4. Check indexation

If you have an existing site, make sure the website is indexed in search engines. Make sure there are no access limitations for robots, no site or server performance issues , no dead links or  site loading issues.

5. Ranking Report

You have to understand your current rankings for all major search engines. Which URLs are shown for which search term and at which position. You don’t want to undo good rankings. Equally you want to focus on rankings that can be improved.

6. On-page Optimisation

Is your current site keyword optimised? If you are launching a new website for your business make sure you define the optimal site structure before you build the website.

7. Internal Link Structure

Are you web pages linked in a ‘search engine’ optimised way. Have you used relevant keywords as link text between pages. For new websites, we highly recommend that you have a well defined link structure before you build your site.

8. Inbound Link Analysis

External links to your site are critical for SEO success. If you have existing links, are these links SEO optimised? Do they come from good neighbourhoods ? What links do your competitors have?

9. Resourcing

Search Engine Optimisation requires both upfront and ongoing resources. Do you have internal resources that can be trained or do you need to get an agency involved to deliver all or part of your SEO project.

10. SEO Budget

SEO costs money. Even very small SEO projects can cost £10k or more to achieve good rankings for a small number of keywords. You have to define your budget before you start SEO. Running out of money half way through any SEO campaign will do your ranking more harm than good. If you only have a small budget, set smaller targets.

If you want to find out more on SEO audits and our services please contact us or sign-up to our newsletter.

Filed under: Online Marketing, Search Engine Optimisation by admin