There are many projects that exist on the Internet and very few that are optimized for search engines. This is why it is always necessary before starting to carry out any type of SEO action to carry out a quick SEO analysis to assess the status of the project to later know what actions to carry out. The advisable thing in any case is to carry out a Complete SEO Audit of the Site, but with these steps and tips that I am going to explain you will be able to make a quick SEO diagnosis of a Site to know what you are facing.
The main points that should be taken into account when conducting a small SEO audit are the following:
Traffic State / Visibility
Basic aspects of SEO on Page
Indexing How far is Google coming?
In this section I will show you how to analyze each and every one of the URLs of your site, find any type of blocking or tracking error and which are the most important meta-tags that are being used in a project. For this I will use several tools that I mentioned at the beginning.
➤ USING SEARCH CONSOLE
Robots.txt: To analyze the robots.txt file you simply have to access: domain.com/robots.txt. In addition you can also buy the accesses that this file is blocking from Search Console.
Sitemap.xml: Also within this Google tool you can check the status of the Sitemap.xml, see if it is uploaded, check that there are no errors and identify how many real URLs are being sent to Google.
➤ USING THE SEARCH OPERATOR: SITE
This section is very simple, you must simply access Google and using the search operator “SITE:” the search engine itself will show you a very approximate number of the URLs that are indexing your site. In the upper image you can see an example.
This data must contrast with the data of your Sitemap.xml, of which we have spoken previously, to know if it is an approximate, superior or inferior data. Depending on the result of this check you will know if you have one problem or another:
Approximate data: If the data thrown by Google is very close to your Sitemap, then you are on the right track.
Superior Data: If you detect that the data is much higher, you are probably facing a website that has Duplicate Content that must be identified and corrected.
Lower Data: If the data is lower you have an indexing problem, so you have to identify which URLs are not being indexed and why.
➤ USING SCREAMING FROG
With Screaming Frog, several important checks are going to be carried out in order to know the URLs “that you do not want to index”, the error codes that respond to the pages, and even how many URLs that have a canonical implemented.
Meta-Etiquette Robots (noindex): With Screaming Frog you must analyze which are the URLs that in the Meta robots tag contains a noindex, this option is in the Directives tab and by applying the noindex filter. With this you will know which are URLs are not being indexed because that de-indexing is being forced.
Canonical implementation: It is important to check the canonical URLs, which ones and how many are and this is very easy to do with Screaming Frog, simply in Configuration >> Spider we uncheck all the boxes and select only “Crawl Canonicals”. With this we will obtain the real number of URLs that our project must show to Google.
Traffic State and SEO Visibility
In this section you should check the traffic of the project, if in the last months it is increasing, decreasing or stable, in addition you must also check that the Site has not suffered any penalty, even what its visibility with respect to its direct competitors.
➤ USING GOOGLE ANALYTICS
Using this tool you must take into account the following points to get clear information about the traffic of the project and the behavior of users on the site:
- Filter the Organic Traffic by Destination Page: With this you will be able to know which are the pages of your project that receive the most traffic.
- Check the Bounce Rate: Filtering by organic traffic, it is also important to check the bounce rate that exists in the different pages of the project when users come from Google.
- Average time of permanence per Session: Another important fact that will make you get good ideas from the project will be to know what the average time of the users is in the different pages when they come from Google.
➤ USING SISTRIX
With Sistrix you can quickly check 2 essential aspects regarding the project:
- Visibility with respect to direct competitors: It is important to know what you are going to face, that is why tools like Sistrix will help you to know the visibility of the Site with respect to its direct competitors.
- Has the Site been penalized? You can also check if the Site has had any penalties over time, if the penalty persists, if it has recovered some of its traffic, etc. You just have to click on options (cogwheel on the right) and click on “show more events” and you will know which algorithm updates have affected you most and which ones less.
➤ USING SEMRUSH
SEMrush, is another tool that you should use when checking the status of a Site before you start working on it. This tool will show you how the project is in the Rankings, which keywords are better positioned and which are worse. Also, if the project is ranking for a number of considerable keywords it will show you the real competitors of the project you are analyzing.
Duplicate content. Detecting internal problems
It is very important to check the duplicate content of any Web project, but when you are doing a quick SEO analysis and we have tools that allow us to make an approximate assessment of this.
➤ USING SEARCH CONSOLE
Using Search Console you can quickly detect if you have duplicate meta title and description tags, in addition to seeing any other type of HTML error within the Site that we are analyzing.
To access this information you must simply access the Search Aspects >> HTML Enhancements section.
➤ USING SCREAMING FROG
Once again we went to Screaming Frog, the URL analysis tool par excellence (I will soon make a complete and advanced tutorial). With this tool, duplicate content is easily detected. Simply add the URL of the project to be analyzed and go to the URI tab and activate the “duplicate” filter. You can also export all this information and compare it with the one summarized in the previous point.
➤ USING SITELINER
This tool that I present now will help you to know the% of duplicate content that the project has in the different pages that will be analyzed. In addition this tool also presents you information of the broken links of the Site.
You simply have to place the URL of the project to be analyzed and, depending on the extension of the Site, it will take a few minutes to perform the analysis. Once the analysis is done you will find the% of duplicate content that exists in the different pages, categories, post, product sheets, etc.
Checking the status of the SEO Basics On Page
This is the last part of this quick analysis, in which you should quickly check the most basic and relevant on page aspects. Here I recommend you to check 3 types of pages separating by level of importance:
Home of the Project
Here the differentiation by type of pages should be done by you, it is not the same an Ecommerce as a Services page as a Blog, being the product page of an ecommerce similar to a Service page in the case that it was a page of Services. For this example I have taken as an example an Ecommerce.
➤ USING THE DEVELOPER WEB EXTENSION
Undoubtedly, one of the tools that I like the most when analyzing any page quickly. This extension that is available for both Chrome and Firefox, has many options to eviscerate any type of page, but in this post I will focus on 2 features of the tool that will help you quickly check 2 important aspects of any page.
- Checking Headquarters (Headings): A fundamental part of any page is having the hierarchy of Headings correctly structured. To analyze the different pages you simply click on the extension and on the “Information” tab select the option “View Document Outline”. This will show you the complete hierarchy of said page and you can evaluate if the status of it quickly and visually.
- Checking the label Alt of the images: Another important part and that thanks to Web Developer we have it with a single click is to analyze the alternative text of the images. For this you simply click on the extension and on the tab “Images” select the option “Display Alt Attributes”. With this you will be able to find out quickly and visually the ALT status of the images of each of the pages you analyze.
➤ USING PAGESPEED INSIGTHS
Finally and to finish with this brief analysis it is recommended that you analyze how the page is responding in terms of load times and if there is room for improvement.
With the Pagespeed Insight tool, it is easy to identify how the project in question is and what are the parts that need improvement. With this information you can already assess how much time it will take to improve the load times of the project and how many changes have to be made.
If you remember, at the beginning of this section I have recommended you to work and analyze 3 types of pages: Home, Categories / Labels, Product Data Sheets. This is done to perform a quick analysis like the one I am showing you, since analyzed 2-3 types of pages, normally all others will have the same pattern and the same errors.
Up to here a quick SEO Analysis would arrive to know the status of the web project we are facing. This analysis could be combined with external links audit measuring authority and popularity of the Web and it would have to be finalized with a complete audit of the Site that I will talk about later.
Now I would like to know your opinion: What other aspects would you include in this SEO blog tips analysis?
Walter Ponce is the author of the internet marketing blog WalterPonce.com, where he shares proven strategies, tactics and tools to help you build a business that you love and live the life of your dreams. If you’re working on transforming an idea or a passion into an online business, and you want to start making money online, visit the section about Affiliate and Make Money Online.