Website Audit Plan

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Overview

This website audit plan will provide a detailed analysis of your website to identify areas of improvement and to enhance its performance, SEO, usability, and overall effectiveness. 

The audit will be divided into several key areas: Technical SEO, On-Page SEO, Off-Page SEO, Content Quality, User Experience, Performance, Security, and Analytics.

Technical SEO Audit

Website Crawl

  • Use tools like Screaming Frog, Sitebulb, or DeepCrawl to crawl the website and gather data on all URLs, internal links, response codes, and other technical aspects.
  • Identify and document any crawl errors such as 404 errors, broken links, and redirect chains.

XML Sitemap and Robots.txt

  • Review the XML sitemap to ensure it is up-to-date and correctly formatted.
  • Check the robots.txt file to ensure it is properly configured and not blocking important pages from being crawled.

URL Structure

  • Analyze the URL structure for readability, keyword inclusion, and proper use of hyphens.
  • Ensure that URLs are not excessively long and do not contain unnecessary parameters.

Indexation

  • Check the number of indexed pages using Google Search Console.
  • Identify and resolve any issues with pages that should or should not be indexed.

Canonicalization

  • Verify that canonical tags are correctly implemented to prevent duplicate content issues.
  • Ensure that each page has a self-referencing canonical tag.

HTTPS Implementation

  • Confirm that the website is fully secured with HTTPS.
  • Check for any mixed content issues (HTTP resources on HTTPS pages).

Mobile-Friendliness

  • Use Google’s Mobile-Friendly Test tool to ensure the website is mobile-friendly.
  • Review the mobile version for usability issues, page load times, and responsive design.

On-Page SEO Audit

Title Tags and Meta Descriptions

  • Review and optimize title tags and meta descriptions for all pages for length, keyword usage, and relevance.
  • Ensure each page has unique title tags and meta descriptions.

Header Tags (H1, H2, H3)

  • Analyze the use of header tags to ensure a clear hierarchy and keyword optimization.
  • Ensure that each page has one H1 tag and that it accurately reflects the page content.

Content Quality and Relevance

  • Assess the quality, relevance, and uniqueness of content on all pages.
  • Identify opportunities to update, expand, or improve content.

Internal Linking Structure

  • Review internal linking to ensure logical navigation and proper distribution of link equity.
  • Identify and fix any orphaned pages (pages with no internal links pointing to them).

Image Optimization

  • Check that all images have descriptive, keyword-rich alt text.
  • Ensure images are properly compressed for faster load times.

Schema Markup

  • Implement or review existing schema markup for rich snippets in search results.
  • Ensure that schema markup is correctly implemented and follows best practices.

Off-Page SEO Audit

Backlink Profile Analysis

  • Use tools like Ahrefs, Moz, or SEMrush to analyze the website’s backlink profile.
  • Identify and disavow any toxic or spammy backlinks.

Competitor Analysis

  • Analyze the backlink profiles of key competitors to identify potential link-building opportunities.
  • Benchmark the client's backlink profile against competitors.

Social Signals

  • Review the website’s presence and activity on social media platforms.
  • Assess the impact of social signals on the website’s SEO.

Local SEO (if applicable)

  • Verify and optimize the Google My Business listing.
  • Ensure consistent NAP (Name, Address, Phone) information across all local citations.

Content Quality Audit

Content Inventory

  • Create a comprehensive inventory of all website content, including blog posts, articles, and pages.
  • Identify outdated, thin, or duplicate content.

Content Performance Analysis

  • Use tools like Google Analytics to evaluate the performance of each piece of content.
  • Identify high-performing content and content that needs improvement.

Social Signals

  • Develop a content strategy to address gaps, update outdated content, and create new content based on keyword research and audience needs.
  • Plan a content calendar for regular updates and new content creation.

User Experience (UX) Audit

Navigation and Site Structure

  • Evaluate the site’s navigation for ease of use and intuitiveness.
  • Ensure the site structure is logical and supports user journeys.

Design and Layout

  • Review the design and layout for consistency, aesthetics, and alignment with branding.
  • Check for accessibility issues and ensure the website is compliant with WCAG (Web Content Accessibility Guidelines).

Usability Testing

  • Conduct usability testing with real users to identify pain points and areas for improvement.
  • Collect feedback and implement changes to enhance user experience.

Call-to-Actions (CTAs)

  • Evaluate the placement, visibility, and effectiveness of CTAs.
  • Optimize CTAs to improve conversions and user engagement.

Performance Audit

Page Load Speed

  • Use tools like Google PageSpeed Insights, GTmetrix, or Pingdom to analyze page load times.
  • Identify and address factors affecting load speed, such as large images, server response times, and unoptimized code.

Core Web Vitals

  • Evaluate the site’s Core Web Vitals (Largest Contentful Paint, First Input Delay, Cumulative Layout Shift).
  • Implement necessary improvements to meet Google’s Core Web Vitals thresholds.

Hosting and Server Performance

  • Review the website’s hosting environment for reliability and speed.
  • Consider upgrades or changes to hosting if necessary.

Security Audit

SSL Certificate

  • Verify the SSL certificate is correctly installed and up-to-date.
  • Check for any security vulnerabilities related to the SSL/TLS configuration.

Software and Plugins

  • Ensure all website software, including CMS and plugins, are updated to the latest versions.
  • Identify and remove any outdated or unused plugins that may pose security risks.

Security Best Practices

  • Implement security best practices such as strong passwords, two-factor authentication, and regular backups.
  • Conduct regular security scans to identify and mitigate potential threats.

Analytics and Reporting

Google Analytics Configuration

  • Ensure Google Analytics is correctly set up and tracking all necessary data.
  • Configure goals and conversion tracking to measure key performance indicators (KPIs).

Google Search Console

  • Verify that Google Search Console is properly set up and linked to the website.
  • Regularly monitor for any crawl errors, security issues, or manual penalties.

Monthly Reporting

  • Create a monthly report that summarizes the key findings from the audit, including traffic, conversions, and any issues identified.
  • Provide actionable recommendations based on the audit findings.

Deliverables

Comprehensive Audit Report

  • A detailed report covering all aspects of the audit, including findings, issues, and recommendations for improvement.

Action Plan

  • A prioritized action plan outlining specific steps to address the issues identified in the audit.

Ongoing Monitoring and Support

  • Regular monitoring of the website’s performance and SEO metrics.
  • Ongoing support to implement recommendations and track improvements.