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To take first place in search results and bring targeted visitors to the site is the main goal of website promotion and optimization.

We are already used to using Yandex.Metrica, Yandex.Webmaster, Google Analytics and the Google Search Console to evaluate the effectiveness of traffic and conversions, analyze the behavior of visitors, display settings and site indexing in search engines.

But these tools at best only report errors on the site. And you will have to look for these errors yourself – if the site is quite large, it is unlikely that you can manually find them. Here, services for SEO-audit of the site will come to the rescue, of which there are a great many on the Internet.

In this article I will tell you how to conduct a site SEO audit using Serpstat.

Beginning of work

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We register and add a new project: fill in the fields “Domain”, “Project Name” and “Project Group”. Right after that we can already see the primary indicators:

  • SEO keys
  • PPC keys
  • the number of backlinks to the site

Website technical SEO audit

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Click “Start site audit”. On average, it takes about five minutes – the robot needs to go through all the pages of the site, so that you can still have a cup of tea (especially if you are analyzing a large site).

Returning from the kitchen, you will see the rating that the service will give your site. Serpstat groups the errors on the site according to the priorities of importance – that is, how much they influence the promotion of the site.

Errors with a high priority include the absence (or vice versa, duplicates) of H1 meta tags and headers, as well as broken links, unnecessary redirects, the lack of a mobile version and low website loading speed.

Such problems should be eliminated in the first place – the service will show on which pages it has found errors. To display the list, click “Details”

You will see a list of URL pages with errors.

By the way, I recommend installing the SEO META in 1 CLICK plugin for Chrome, with which you can easily see the meta descriptions of pages on the site. We go to the page that interests you, click on the plugin icon in the browser – and voila, the secret becomes apparent.

If your meta descriptions are highlighted in green, you are doing everything right. If it’s red, then the meta descriptions do not match the recommendations of the search engines. Oh no no no! Of course, Yandex.

Webmaster will also tell you about errors in meta tags and headers, but only such a message will look rather sparingly: “Yes, you have errors, but I won’t tell you where to look for them!”

Tracking dynamics

To track engagement indicators and quality of optimization over time, two metrics can be used:

  • visibility
  • number of phrases

The visibility of the site shows how often the pages of the site fall into the top of search results – and, accordingly, how well visitors see it.

Changing phrases in organic also gives a lot of information about whether your site is growing or falling. This indicator makes it clear whether the number of key phrases by which the site is ranked in the top search results is increasing.

If you regularly optimize the site’s pages or write articles on the blog, most likely the number of phrases you will grow – and with it the number of visitors to the site.

It is useful to track the dynamics of the site also in comparison with competitors. About it below.

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Surely you have competitors that you follow and want to be better than them. Earlier, my colleague Yana already talked about services for competitor analysis . And I will share how this can be done in Serpstat.

The service automatically selects a list of competing sites based on similar key phrases.

  • Total number of competitor key phrases
  • The number of phrases by which you and the competitor are ranked
  • Competitor visibility (how often visitors see his site in the search results)
  • Relevance (similarity of semantics) – the more it is, the higher the SEO competition.

This analysis can also be done manually by adding sites that you consider to be your competitors. To do this, go to the “Competitors” tab and click on the “Change the list of competitors” drop-down box.

There is also a useful feature “Domain Comparison”. In this report you can clearly see what your competitors are ahead of you, and figure out how to overtake them. For example, make a new page, write an article or advertise.

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Consider another case. You have a service or product page, and you want visitors from the search to come to you, and not to a competitor with a similar page. It seems that they registered meta tags and collected keywords, but still don’t go to the top. Who is to blame and what to do?

You can compare your page with the pages from the top SERPs and find keywords that you missed. Select the tab “URL vs URL”, specify the addresses of the pages we want to compare, and get the number of common and unique key phrases.

Next, we analyze the competitor’s keys and think about how they can be taken into account on our page in order to get maximum traffic.

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Search engines pay great attention to backlinks. Due to low-quality backlinks, in the best case you can simply not get traffic, and in the worst, you can be subject to search engine sanctions. And all because of the negligent contractor, who was too lazy to check everything and bought links, it is not clear where.

To do this, open the “Summary Report” in the “Link Analysis” menu and look at the Serpstat Page Rank indicator. The higher it is, the better the backlinks to your site. I have so far 17% – not very cool, I need better backlinks.

In the same way, you can see the quantity and quality of backlinks from competitors – you can even peek at what resources they place backlinks, and follow their example.

So, for high-quality SEO-audit of the site you need to check:

  • Meta tags
  • Headings and descriptions
  • Download speed, the presence of a mobile version, the absence of unnecessary redirects and other critical errors
  • Quality of semantics
  • Quantity and quality of backlinks
  • SEO performance dynamics
  • Competitors’ activity

However, website SEO audit is just the first step. Finding and eliminating mistakes is half the battle, then you need to draw up a website development strategy for the next few months. To do this, I recommend the large SEO checklist compiled by my colleague Timur.

And what points do you pay attention to during an SEO audit? Let’s discuss in the comments!

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