{"id":139833,"date":"2022-05-24T16:30:00","date_gmt":"2022-05-24T21:30:00","guid":{"rendered":"https:\/\/getflywheel.com\/layout\/?p=40990"},"modified":"2023-10-31T13:53:11","modified_gmt":"2023-10-31T18:53:11","slug":"seo-audit","status":"publish","type":"resource","link":"https:\/\/wpengine.com\/case-studies\/resources\/seo-audit\/","title":{"rendered":"Should SEO Audits be Part of Your Ongoing Maintenance?"},"content":{"rendered":"\n<p><em>This guest post was written by Jase Rodley a owner of SEO agency, Dialed Labs. To learn more about Dialed Labs, <a href=\"https:\/\/dialedlabs.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">visit their website<\/a><\/em>.<\/p>\n\n\n\n<p>The internet hosts more than two billion websites that are constantly being reworked, replaced, and updated. In this dynamic environment, your website <em>needs<\/em> ongoing maintenance and SEO audits should definitely be a part of it.<\/p>\n\n\n\n<p>Including audits in <a href=\"https:\/\/wpengine.com\/resources\/webinar-wordpress-seo-best-practices\/\" target=\"_blank\" rel=\"noreferrer noopener\">your SEO routine<\/a> helps you identify and fix critical issues before they become problematic and start damaging your search presence.<\/p>\n\n\n\n<p>It\u2019s not incredibly difficult to perform an audit on your website, but it can be very time-consuming. <a href=\"https:\/\/jaserodley.com\/technical-seo-consultant\/\" target=\"_blank\" rel=\"noreferrer noopener\">As a consultant<\/a>, I\u2019ve been doing audits for years. I know their importance and the purpose they serve, but I\u2019m also aware that the cost of an ultra-detailed technical SEO audit isn\u2019t something that all business owners can afford.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2020\/07\/seo-audits-2-784x784.jpg\" alt=\"overhead shot of a web designer with red painted nails typing on a laptop\" class=\"wp-image-40996\" \/><\/figure>\n\n\n\n<p>And that\u2019s before the time and financial costs of implementing the suggested fixes. For that, you\u2019ll need to hire developers separately.<\/p>\n\n\n\n<p>So for those who want to learn, I encourage them to audit their site themselves. As you\u2019ll see later in this article, learning how to audit your website in-house gives you the ability to make it part of your ongoing site maintenance. This can really put you ahead of your competition.<\/p>\n\n\n\n<p>Whichever route you decide to take, here are the basics of SEO auditing that you should get familiar with.&nbsp;<\/p>\n\n\n\n<hr class=\"wp-block-separator aligncenter has-css-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\">What Do I Include in an SEO Audit?<\/h2>\n\n\n\n<p>An SEO audit analyzes every aspect of your website, good, bad, and ugly. You end up with a detailed analysis of everything from content quality and internal linking to site speed and security.<\/p>\n\n\n\n<p>This may seem intimidating for beginners which is why I recommend having an SEO maintenance checklist in place.&nbsp;<\/p>\n\n\n\n<p><strong>Here are just some of the many things your audit can include:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Keyword usage<\/li>\n\n\n\n<li><a href=\"https:\/\/wpengine.com\/resources\/psychology-of-design-a-play-on-words\/#hierarchy\" target=\"_blank\" rel=\"noreferrer noopener\">Correct heading hierarchy<\/a><\/li>\n\n\n\n<li>Unique title tags that aren\u2019t too short or too long<\/li>\n\n\n\n<li>Identifying broken links and redirect chains<\/li>\n\n\n\n<li>Sitemaps and website architecture<\/li>\n\n\n\n<li><a href=\"https:\/\/wpengine.com\/resources\/improve-wordpress-site-speed\/\">Page load speed<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/wpengine.com\/resources\/wordpress-security-tips-best-practices\/\" target=\"_blank\" rel=\"noreferrer noopener\">Website security<\/a> and SSL certificates<\/li>\n\n\n\n<li><a href=\"https:\/\/wpengine.com\/resources\/make-wordpress-site-mobile-friendly\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mobile-friendliness<\/a><\/li>\n\n\n\n<li>Accessibility to those with visual impairments<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator aligncenter has-css-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\">SEO is Not a One-Time Thing<\/h2>\n\n\n\n<p>The mistake most people make is assuming that a one-time audit is all they\u2019re ever going to need.<\/p>\n\n\n\n<p>You simply can\u2019t get away with updating your website every month and not impacting the SEO. Something as simple as editing your most recent blog post or updating a plugin can undo all the hard work that makes your website rank so well.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2020\/07\/seo-audits-3-784x523.jpg\" alt=\"a web designer updates a WordPress site on a laptop covered in stickers\" class=\"wp-image-40999\" \/><\/figure>\n\n\n\n<p>Even if you don\u2019t touch your site, the internet is ever-changing and so are Google\u2019s search algorithms and associated best practices. Tools like <a href=\"https:\/\/web.dev\/lighthouse-whats-new-6.0\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lighthouse<\/a> tend to change quickly, so it\u2019s best to keep up with the latest revisions. You can get perfect SEO scores today, but check back in three months and your score could be down to 85\/100.&nbsp;<\/p>\n\n\n\n<p>What does this mean for your SEO? Mostly that you\u2019ll want to be regularly auditing in conjunction with maintaining your website.<\/p>\n\n\n\n<hr class=\"wp-block-separator aligncenter has-css-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\">What Breaks Your Website SEO?<\/h2>\n\n\n\n<p>SEO is more fragile than you may think, and if I had to cover every element that could potentially hurt your SEO and rankings, it would be a separate post in itself.<\/p>\n\n\n\n<p><strong>Instead I\u2019ll show you some of the more common mistakes people make, which can break your site and as a result, your SEO:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>WordPress core changes and plugins<\/li>\n\n\n\n<li>Publishing or editing website content<\/li>\n\n\n\n<li>Broken or outdated links<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">WordPress Core Changes and Plugins<\/h3>\n\n\n\n<p>Given its built-in SEO friendliness, WordPress is a godsend for anyone looking to optimize their website. But just as Google\u2019s SEO best practices are constantly changing, so are the updates made to WordPress.&nbsp;<\/p>\n\n\n\n<p>Dealing with WordPress plugins and core changes can go either one of two ways. You can skip out on the updates and theoretically keep your current configuration from an SEO point of view, but this exposes your site to many security issues.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2020\/07\/seo-audits-4-784x480.jpg\" alt=\"a security camera pointed at a laptop in a navy blue room\" class=\"wp-image-41000\" \/><\/figure>\n\n\n\n<p>Or you can update all the core changes, themes, and plugins only to find sitemaps disappear, indexation changes, or a different internal link structure.<\/p>\n\n\n\n<p>A few years ago there was a bug in the popular Yoast SEO plugin that affected the 5+ million sites using it. A <a href=\"https:\/\/yoast.com\/media-attachment-urls\/\" target=\"_blank\" rel=\"noreferrer noopener\">simple default setting change<\/a> that rolled out in a plugin update caused, in many cases, thousands of new pages to be created and indexed in Google for each website that used the plugin.<\/p>\n\n\n\n<p>Many friends suffered from losses of their search rankings and traffic as a result. One of my sites was affected, but luckily, I caught this issue quickly thanks to a routine audit.<\/p>\n\n\n\n<p>Pay attention to your WordPress website maintenance and how it affects your SEO. There are many maintenance plans available that can do this for you if you don\u2019t know where to start.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Publishing or Editing Website Content&nbsp;<\/h3>\n\n\n\n<p>You may be wondering how adding valuable content to your website could do any harm. It\u2019s supposed to <em>help<\/em> your SEO, not <em>hurt<\/em> it, right?<\/p>\n\n\n\n<p>The truth is, website SEO follows a long list of guidelines that you need to check on when editing or adding content. Your latest blog post could be a fun read and still load an image over HTTP instead of HTTPS, use the wrong heading tags, or have too many external links. This can be counterproductive in your attempt to rank well on search engines.<\/p>\n\n\n\n<p>If you really want to be at the top of your game, you\u2019ll want to follow the best practices even while making minor tweaks to your content. If you publish a lot of contributed content, you\u2019ll also want to have guidelines for guest posts to ensure your site\u2019s quality doesn\u2019t slip.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Broken or Outdated Links<\/h3>\n\n\n\n<p>Deleted, broken, and outdated links are more common than you think. The page you linked to may have changed its location or perhaps the product you recommended doesn\u2019t exist anymore.<\/p>\n\n\n\n<p>Checking every outbound link on your website manually is crazy, but we\u2019ll take a look at some handy tools that can speed up the process for you.<\/p>\n\n\n\n<p>Not only do they crawl all the pages of your website but they also provide in-depth analysis of everything that needs fixing.<\/p>\n\n\n\n<hr class=\"wp-block-separator aligncenter has-css-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\">How to Perform a \u201cRelatively Quick\u201d SEO Audit<\/h2>\n\n\n\n<p>Truth be told, there\u2019s no rushing an SEO audit. Think of it as if you were peeling back multiple layers, discovering something new every time. Every single element of your website is thoroughly analyzed, providing you with \u201cfixes\u201d to improve your SEO.<\/p>\n\n\n\n<p>An in-depth technical audit could take anywhere from a couple of days to a week, and sometimes even more. If you don\u2019t have that sort of time on your hands, you can still perform an audit that won\u2019t be as detailed or time-consuming.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2020\/07\/seo-audits-5.jpg\" alt=\"a marketer runs a technical SEO audit on his laptop\" class=\"wp-image-41003\" \/><\/figure>\n\n\n\n<p>By the end of it, you will have a list of the major issues on your website and how you can fix them.<\/p>\n\n\n\n<p><strong>Before you get started, here are some of the tools I find to be helpful:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/site-audit\" target=\"_blank\" rel=\"noreferrer noopener\">Ahrefs Site Audit<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.screamingfrog.co.uk\/seo-spider\/\" target=\"_blank\" rel=\"noreferrer noopener\">Screaming Frog SEO Spider<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.link-assistant.com\/website-auditor\/\" target=\"_blank\" rel=\"noreferrer noopener\">Website Auditor<\/a><\/li>\n<\/ul>\n\n\n\n<p>These SEO auditing tools crawl and inspect your website in a similar way to search engine crawlers. You don\u2019t have to use these specific tools, though, there are plenty of alternatives out there.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Begin a Website Crawl<\/h3>\n\n\n\n<p>The first step to running a successful audit starts with crawling every page of your website. Sometimes people will analyze a single page, but this can miss issues hidden away in their site.<\/p>\n\n\n\n<p>All you need to do is enter your website URL into your tool of choice and hit \u2018Enter.\u2019 Grab a coffee or, better yet, start working on something else, because this can take a while.<\/p>\n\n\n\n<p>While smaller sites can be crawled in 10 minutes or less, larger sites can take hours or even days.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">On-Page SEO Checks<\/h3>\n\n\n\n<p>After crawling your website, you\u2019ll be left with a lot of data staring at you in the face. Don\u2019t be overwhelmed by it, it\u2019s not as complex as it looks.<\/p>\n\n\n\n<p>Tools like <a href=\"https:\/\/ahrefs.com\/site-audit\" target=\"_blank\" rel=\"noreferrer noopener\">Ahrefs\u2019 Site Audit<\/a> and <a href=\"https:\/\/www.link-assistant.com\/website-auditor\/\" target=\"_blank\" rel=\"noreferrer noopener\">Website Auditor<\/a> both break down this data into reports which is helpful to get an overall view of how your site is performing from an SEO perspective. For digging deeper into specific issues however, I prefer Screaming Frog\u2019s CSV outputs.<\/p>\n\n\n\n<p>Here you\u2019ll check page titles and headings, meta descriptions, keyword usage (sometimes keyword stuffing), and everything else that\u2019s part of your checklist.<\/p>\n\n\n\n<p>Depending on which tool you\u2019re using for the crawl, you\u2019ll be able to see which tags are too short, too long, missing, duplicate and so on.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Internal and External Links<\/h3>\n\n\n\n<p>I\u2019m not really a gambling man, but I\u2019ll bet that you have at least one broken link on your website.<\/p>\n\n\n\n<p>Chances are, some links on your site point to pages that no longer exist, giving users a <em>404 not found <\/em>error. This can negatively impact your user experience and your search rankings.<\/p>\n\n\n\n<p>Luckily, your audit will pick up on these and give you a list of broken URLs. From there, it\u2019s all about manually updating the links or hiring someone to action all the changes.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2020\/07\/seo-audits-6-784x523.jpg\" alt=\"a woman in a red Flywheel shirt smiles directly into camera\" class=\"wp-image-41006\" \/><\/figure>\n\n\n\n<p>It\u2019s good practice to also fix links that point to 301 redirects. Link redirects ensure that users end up at the right place in the end, but left for years it can mean that they follow a long chain of redirects, which can be slow and even Google will stop following at some point.<\/p>\n\n\n\n<p>These are an easy fix. Simply find out the final URL and update your link so it points directly to it.<\/p>\n\n\n\n<hr class=\"wp-block-separator aligncenter has-css-opacity\" \/>\n\n\n\n<h3 class=\"wp-block-heading\">Diving in Deeper<\/h3>\n\n\n\n<p>If your website isn\u2019t too big, your SEO audit should be complete with a list of all the many elements that need to be changed or reworked.<\/p>\n\n\n\n<p><strong>You can stop right here and end your audit or push on and begin unraveling the more technical elements within your website, such as:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/moz.com\/learn\/seo\/canonicalization\" target=\"_blank\" rel=\"noreferrer noopener\">Canonical tags<\/a><\/li>\n\n\n\n<li>W3C HTML and CSS validity<\/li>\n\n\n\n<li>A correct robots.txt file<\/li>\n\n\n\n<li>90%+ scores in Google Lighthouse<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator aligncenter has-css-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\">SEO Audits: Check up on Your Website\u2019s Health<\/h2>\n\n\n\n<p>Having a solid SEO strategy in place is one thing, but making it foolproof with regular SEO maintenance is what really gives your business an edge.<\/p>\n\n\n\n<p>SEO audits help bridge the gap between where you are and where you want to be in Google\u2019s search results pages. If you care about your website\u2019s SEO, you\u2019re going to need to audit your site more than once or twice per year.<\/p>\n\n\n\n<p>If you\u2019re not confident about performing a detailed SEO audit yourself, or if you just don\u2019t have the time, it might be better to outsource this work\u2014just make sure that it\u2019s not a one-time thing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This guest post was written by Jase Rodley a owner of SEO agency, Dialed Labs. To learn more about Dialed Labs, visit their website. The internet hosts more than two billion websites that are constantly being reworked, replaced, and updated. In this dynamic environment, your website needs ongoing maintenance and SEO audits should definitely be<span class=\"tile__ellipses\">&hellip;<\/span><span class=\"tile__ellipses--animated\"><\/span><\/p>\n","protected":false},"author":1,"featured_media":147489,"template":"","resource-topic":[910],"resource-role":[895,906,903],"resource-type":[916],"class_list":["post-139833","resource","type-resource","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Should SEO Audits be Part of Your Ongoing Maintenance?<\/title>\n<meta name=\"description\" content=\"An SEO audit analyzes everything from content quality and internal links to site speed and security. 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