how to do an seo audit in 20 minutes or less ams 0 with timestamps YoutubeScribe.com

[0:00] In today’s video, I’m going to show you
how to perform an SEO audit for any website
[0:04] in 20 minutes or less.
[0:06] Stay tuned.
[0:07] [Music]
[0:13] Hey guys, it's Joshua Hardwick here with Ahrefs.
[0:15] Before I dive into this process, let me first
introduce the tools I’ll be using for this
[0:20] SEO audit.
[0:22] So I've got Google Analytics, Search Console,
PageSpeed Insights, Google Structured Data
[0:27] Testing Tool, Ahrefs obviously, Copyscape,
a SERP Simulator, and a Web Page Word Counter
[0:34] And as you can see, I’ve already got these
already open in multiple browser tabs. So
[0:37] if you’re following along with this video,
I’d advise you to do the same.
[0:40] Get all of these open and you'll be good to go.
[0:43] And this final tab is the website I’ll be
using for the bulk of this demonstration,
[0:47] which is simplelifeinsure.com.
[0:48] But obviously you can use your own website
or a client's website or whatever you want
[0:53] to use.
[0:54] So, let’s get to it.
[0:55] Now, the first thing that I'm going to do
is I'm going to check that only one version
[0:57] of the site is actualy browsable.
[0:59] Right now, I’m viewing the website at https://simplelifeinsure.com.
[1:07] But I want to make sure that this is the only
location at which I can access this website.
[1:12] So all of the versions of this site should
redirect to this version, which we call the
[1:16] “canonical.”
[1:17] So first, I'm going to check the non-secure
version at http, rather than https.
[1:24] And straight away, you can see that this does
in fact redirect to the canonical https version,
[1:30] which is a good start.
[1:31] Now I’ll try the www version with and without https.
[1:37] So, let's type those in http, that seems to
redirect and https with the www. So that also
[1:49] seems to redirect too. So there are no problems
there. All of those different versions that
[1:54] someone could kind of type in are in fact
redirected to the canonical version of the
[1:58] site. So moving on, I need to actually crawl
the website so that I can check for any other
[2:04] issues.
[2:05] And for this, I'm going to use Ahrefs’ Site
Audit tool, which if you’re following along,
[2:08] can be found at ahrefs.com/site-audit.
[2:12] And, just a quick side note: you could use
Screaming Frog for this or another crawling
[2:18] tool. But Site Audit is probably your best
bet if you’re following along, with this
[2:22] video.
[2:23] So here, what I'm going to do is I'm going
to start a new project, enter the domain,
[2:28] select the correct http protocol, which in
this case is https, then I'm gonna hit next,
[2:36] and next again.
[2:38] So then on this page, I'm going to leave the
majority of the settings here as they are,
[2:41] but I will actually check the “execute Javascript”
toggle and the “check HTTP status of external
[2:49] links,” toggle. This just ensures that we
get the most accurate audit. And then I'm
[2:54] just going to hit “next” one final time.
[2:56] Finally, I’ll just uncheck this option to
schedule a weekly crawl, and finally just
[3:02] hit “create project.”
[3:04] And that’s it. The site is now being crawled.
[3:06] So, while I wait for that to finish, I'm going
to perform a few more manual checks.
[3:11] The first of which is making sure that the
site is actually indexed in Google, which
[3:15] I'll do by searching in Google for site:simplelifeinsure.com.
[3:21] And it looks like there are around 222 results.
[3:25] And as I know this site pretty well, I know
that looks about right, but if you’re following
[3:30] along with this and you have no clue whether
that number corresponds to the real amount
[3:34] of pages on your website, then come back to
this step once your crawl in Site Audit is
[3:41] complete.
[3:42] So I actually already ran a crawl for this
website before I started recording this video.
[3:46] So to demonstrate this, I'm just going to
go to the “Internal pages” report in Site
[3:50] Audit for the crawl that I actually completed
before recording this video.
[3:56] And in this case, you can see that there is
a small discrepancy in the number of pages,
[4:02] being indexed compared to those that are actually
on our website. Which is actually being caused,
[4:09] as I've investigated this already. Is being
caused by Google indexing a few individual
[4:15] elements from the homepage, which is something
that, you know, needs to be fixed at some
[4:20] point.
[4:21] So next up, I'm going to run a quick check
and check if the site ranks for its brand
[4:26] name.
[4:26] So to do that, I'll just type in simple life
insure into Google.
[4:31] And as you can see, it does in fact rank and
it's the number one result too. So there are
[4:36] no problems there.
[4:37] So now I’m just going to jump back to the
site and I'm going to run a few basic on-page
[4:41] checks for all the most important pages on
the site, starting with the homepage.
[4:46] So to do this I'm just going to right-click
and hit “view page source,” which will
[4:50] show me the HTML for the page.
[4:52] Then I'm going to start by taking a look at
the title tag.
[4:56] So if you’re struggling to spot this, just
hit CMD+F or CTRL+F I believe on Windows and
[5:02] type a less-than sign, followed by the word “title.”
[5:06] You can see that it then gets highlighted
in the HTML and you can see that title tag.
[5:11] So here, the title tag reads, “Instant affordable
life insurance quotes - Simplelifeinsure.com.”
[5:18] So at first glance, this looks pretty good, you know.
[5:20] But I want to check a couple of things:
[5:23] Number one, is this a good length? Because
title tags that are too long get truncated
[5:28] in the search results, which doesn't really
look good.
[5:31] And number two I want to check whether this
is optimized around any worthwhile keywords,
[5:34] which it should be, ideally.
[5:37] So number one is easy to check. Just copy
and paste the title tag into a SERP simulator
[5:41] such as SERPSim, which is what I"m using here
and it’ll kick back whether or not it’s
[5:46] too long.
[5:47] In this case, you can see that everything
looks good.
[5:50] So let’s move on and check the keywords.
[5:52] So to me, it looks like this title tag has
been formulated around the keyword “affordable
[5:59] life insurance,” or perhaps “life insurance quotes.”
[6:02] So I'm going to check both of these in Ahrefs’
Keywords Explorer.
[6:08] So if I just quickly type that in, you can
see that both of these appear to have a decent
[6:15] amount of search volume, so again, you know,
there's no problems there. It looks like this
[6:19] is quite a well optimized title tag.
[6:22] So let's move on and check the meta description.
[6:25] Again, you can find this easily by searching.
Just type in the less than sign and then you
[6:30] know, meta, and you'll get kind of all of
the meta descriptions and title tags and all
[6:35] that kind of stuff.
[6:36] So I'm just going to paste this again into
the SERP simulator later.
[6:39] And as you can see, length is totally fine.
[6:42] And it also looks to me like it's been pretty
well-written, you know, it's quite a nice
[6:46] description that kind of sums up the site quite well.
[6:51] So finally, I’m just going to check the
H1 tag on the page.
[6:53] Now, it’s not an absolute requirement these
days, but I do generally prefer there to only
[6:58] be one of these on the page, so one H1 tag.
And it’s also best, in my opinion if the
[7:03] keywords are sprinkled in there as well.
[7:06] So on this page, you can see that there are
actually two H1s, which are effectively just
[7:11] duplicates of each other.
[7:13] So this is not a big deal. Personally I’d
prefer to remove one of them, but aside from
[7:18] that, you know, it's a nice length and I can
see the keywords we just checked are indeed
[7:22] sprinkled in, so this is another pass for
this website.
[7:26] So I recommend performing these manual checks
on all the most important pages on your website.
[7:33] And by “important,” I’m generally referring
to those with the most traffic.
[7:38] You can use Google Analytics to find this
out, or alternatively, if you're not using
[7:43] Google Analytics you can go to Ahrefs’ Site
Explorer, enter your domain, and then go to
[7:48] the Top Pages report, which will show you
the pages that perform the best in terms of
[7:52] organic traffic.
[7:53] Then it’s just a case of working down this
list and performing the same manual checks
[7:57] on each of those page.
[7:59] But anyway, let's move on and let’s get
back to the crawl report in Ahrefs’ Site
[8:02] Audit.
[8:04] This tells us a ton of information basically.
But I’m going to start by checking the “HTML
[8:08] Tags” report to see if it found any other
on-page errors across the site.
[8:12] And as you can see, it did.
[8:14] 44 pages with multiple H1 tags, 33 pages missing
a meta description, and 7 pages where the
[8:21] title tag is too long. And there's also one
page where the meta description is too short.
[8:28] So I'm not going to bore you by sifting through
every single one of these errors in this video,
[8:32] but these are issues that should at least
be investigated and probably fixed at some
[8:36] point.
[8:37] So let's move on and next I’m going and
check for duplicate and thin content.
[8:42] So, sticking with the Site Audit, I'm going
to go to the “Content Quality report.”
[8:47] And under “Clusters of duplicate pages,”
you can see that it’s reporting no duplicates
[8:52] found. So again, this is a pass for this particular site.
[8:57] But it's worth noting that this only looks
for duplicate content on your domain. On the
[9:02] domain that you actually crawled.
[9:03] It doesn’t check if any of our content is
duplicated across other websites.
[9:08] To do this, you'll need to use Copyscape.
So I'm going to do this and I'm going to enter
[9:12] a URL from the site, and I’ll just use the
homepage for this example.
[9:16] And in this case you can see that Copyscape
has actually found a few matches, but despite
[9:22] this, I don’t think they’re anything to
worry about here.
[9:25] If you look closely, these look to be triggered
by the disclaimer in the footer which, in
[9:30] all honesty, is probably just a stock disclaimer
and nothing to worry about whatsoever.
[9:36] So for this site, I’m not too worried about
stolen content or anything like that so I'm
[9:40] not going to bother checking any more pages.
[9:42] But I do want to check for thin content, which
is content that's kind of short and pointless
[9:48] and doesn't really provide any value.
[9:50] So I'll just quickly hop back to Site Audit
and check the "Content Quality"report once
[9:56] again.
[9:57] And here I’m looking for “Low word count”
errors, of which as you can see, this site
[10:03] doesn't appear to have any.
[10:04] So you know, we’re all good at the end in
this instance.
[10:08] So next up we've got site speed.
[10:10] Now, the most obvious tool to use for this
is Google’s Pagespeed Insights which is
[10:14] a good tool, when it actually works.
[10:17] If I try this with the Simple Life Insure
for the homepage, for example, you can see
[10:22] that it kicks back a “Speed unavailable”
error. Which is obviously pretty useless.
[10:28] There are other tools that you can use to
check site speed, such as GTmetrix, but actually,
[10:33] this is something else that Site Audit should
have already checked.
[10:37] So jumping back again to Site Audit, I’ll
check the “Performance” report this time
[10:42] and see if there are any “Slow page” errors.
[10:45] So there are in this instance.
[10:47] And clicking through to the full report on
this issue will reveal a list of all the slow-loading
[10:53] URLs so you can kind of investigate those individually.
[10:56] And you can even order this list by organic
traffic so you can then prioritize the fixes,
[11:02] which is a nice hack in my opinion.
[11:05] So moving on, next up, I'm going to check
for structured data issues.
[11:09] So for those of you not familiar with structured
data, it’s basically a type of structured
[11:13] markup that some sites choose to add to their
pages so as to supply Google with a more structured
[11:19] view of that page.
[11:21] If you’ve ever seen results with star ratings,
or reviews, or calorie counts or any of that
[11:27] stuff in the SERPs, then you’re probably
familiar with structured data or at least
[11:32] the results of it.
[11:33] So to test structured data, there’s a Google
Structured Data Testing tool.
[11:37] So basically, you just enter a URL, and it
kicks back whether or not there are any errors
[11:42] with the structured data on that page.
[11:44] Now the site I’ve been using thus far doesn’t
have any kind of special structured data markup, so
[11:51] I’ll use a different URL for this example,
which is a pizza dough recipe from Martha
[11:55] Stewart dot com.
[11:56] So I've pasted this into the structured data
testing tool and run the test and it kicks
[12:00] back a couple of warnings. The lack of an
author name and the lack of nutritional information
[12:06] for the recipe.
[12:07] Both of these things, not a particularly big
deal, but worth fixing nonetheless.
[12:12] Ok, so before I continue, I should mention
that I’m just going to switch gears here
[12:17] and use the Ahrefs blog as the example site
for the next few steps.
[12:21] The reason for this is because I’ll need
to access data from analytics and search console,
[12:25] and I don’t actually have this data for
Simple Life Insure
[12:29] So, next step, a quick organic traffic analysis.
[12:32] So for this, I’m going to head over to the
Acquisition report in Google Analytics, and
[12:37] then I'm going to go to Overview and then
Organic Search.
[12:41] So I'm also going to set the time period for
the past month.
[12:45] And it looks like, as you can see, we’re
averaging around 1,800 visits a day from organic
[12:50] search on the Ahrefs blog, which isn’t too bad at all.
[12:54] So next, I'll check the “Landing Page”
report. So this shows you the pages that are
[12:59] bringing in the most search traffic.
[13:01] And as you can see, for the Ahrefs blog, it
looks like it’s our website traffic article.
[13:07] So finally, I’m going to set the period
to the last 12 months to get a sense of whether
[13:12] traffic is increasing or decreasing.
[13:16] And as you can see, it looks like it’s rising
quite nicely actually.
[13:22] So if for whatever reason, you don’t have
Google Analytics installed, you can instead
[13:26] use the Top Pages report in Ahrefs’ Site
Explorer to get a sense of the pages that
[13:31] receive the most organic traffic.
[13:33] So it’s clear that organic traffic is moving
in the right direction for Ahrefs' Blog But
[13:39] what about rankings?
[13:42] So to check this, I’ll go to Ahrefs' Site
Explorer, enter the blog URL, and then check
[13:46] the Organic Search tab on the Overview report.
[13:50] Looking at the Organic Keywords graph, I can
see that the rankings are indeed on the increase.
[13:55] Which again is good and is what you would
probably expect when you see a rise in organic
[14:00] traffic as we are doing with Ahrefs' blog.
[14:03] But actually, as we recently rewrote our “SEO
tips” article, I kind of want to know how
[14:10] that specific page is performing.
[14:12] So next up, I'm going to enter that into the
search bar and check this same graph.
[14:18] So it looks like there was a slight dip in
January, but it’s now ranking for more keywords
[14:23] than ever. Which again, is definitely a good sign.
[14:26] Digging a little deeper, I also want to know
how it’s performing for the main target
[14:31] keyword, which in this case is “SEO tips.”
[14:33] I’ll check this by searching for “SEO
tips” in the Organic Keywords report and
[14:38] then viewing the history chart.
So it looks like rankings have increased since
[14:42] the update in September, and now the rankings
are reasonably steady in positions 3-5, you
[14:49] know, hovering around that area.
[14:51] So pretty good, but still room for improvement.
[14:53] Which leads me neatly onto the next step of
the audit process actually, which is finding
[14:57] low-hanging keyword opportunities.
[15:00] So let me go back a step and view data for
Ahrefs’ blog as a whole.
[15:04] And then I’m going to navigate to the Organic
Keywords report once again.
[15:10] And in here, I’m going to filter for keywords
where Ahrefs’ blog, pages on Ahrefs' blog,
[15:15] currently rank in positions 3 to 5.
[15:18] And I'm I’ll also going to add a search
volume filter, and set that at a minimum of
[15:22] 1,000 searches per month.
[15:25] So now I can see keywords that have a good
number of monthly searches, for which we already
[15:30] have rankings in positions 3-5.
[15:33] Basically, these are low-hanging opportunities.
[15:35] If we could increase rankings by just one
or two positions for any of these keywords,
[15:40] it would no doubt result in a nice traffic boost.
[15:43] So you’ll actually notice that one of these
keywords on the list is “SEO tips,” which
[15:48] is definitely a keyword that we should focus on.
[15:50] So again, this brings me nicely onto the next
step which is a backlink profile analysis.
[15:56] So much like the organic traffic analysis,
this isn’t so much about finding specific
[16:00] problems and fixing them as it is about making
sure things are generally heading in the right
[16:04] direction.
[16:06] So I’ll start by going to the Overview report
in Site Explorer, and checking out the Referring
[16:10] Domains graph.
[16:12] So it looks like the number of referring domains
is steadily increasing as is the traffic.
[16:19] But what kinds of anchors are those domains
using when linking to us?
[16:23] So let’s scroll down to the "Anchors Cloud"
and take a quick look.
[16:27] So it looks as though there’s a mixture
of anchors, but as you can see, it's mostly
[16:33] branded anchors, which is again quite good.
[16:36] So finally, I’m going to dive a bit deeper
and make sure there are no dodgy sites actually
[16:41] linking to the Ahrefs blog.
[16:43] So for this, I’ll go to the Referring Domains
report, then sort the domains by domain rating
[16:49] from lowest to highest.
[16:51] So nothing is jumping out at me particularly
in this report, so on the whole, things I
[16:56] would say are ok.
[16:58] Obviously, this is a very quick and high-level
view. So if you’re concerned about dodgy
[17:01] sites linking to you, then I would recommend
spending more time in this report and delve
[17:05] in a little bit deeper.
[17:06] Ok so next up, I want to make sure there are
no broken pages on the blog.
[17:10] And especially not broken pages with a lot of backlinks.
[17:14] So, I’ll go to the "Best by Links" report
and then filter for 404 pages.
[17:20] So it looks like there are a few broken images,
but nothing too worrying. No pages with a
[17:25] lot of backlinks.
[17:26] Most of these images are likely the result
of old blog posts being updated or deleted.
[17:31] None of them, as I say have a lot of links
pointing to them, so these are nothing really
[17:36] to worry about.
[17:37] If you do see broken pages with a ton of referring
domains, then you may have issues.
[17:42] In that case, I would actually recommend checking
out the full guide to finding and fixing broken
[17:46] links, which you can find at
ahrefs.com/blog/fix-broken-links.
[17:51] So I’m also going to check for broken outbound
links on the blog. And for this I'll use the
[17:57] Broken Links report under Outgoing Links.
[18:00] So it looks like there are a few of these
either need to be removed or updated, ideally.
[18:05] Which brings me to the final two steps in
the SEO audit process, both of which revolve
[18:11] around content.
[18:12] So the first is a content gap analysis.
[18:15] This basically involves finding keywords that
competitors currently rank for yet, we currently
[18:20] don’t.
[18:22] So for this, I’ll use the Content Gap tool within Ahrefs'.
[18:26] So I already know a handful of competitors
for Ahref. Backlinko for example, Siege Media,
[18:32] and Hobo Web.
[18:33] And I'm going to enter these domains as a
target in the Content Gap tool.
[18:37] Then I’ll add Ahrefs blog under the, “But
the following target doesn’t rank for” option.
[18:44] By the way, I should stress that all of these
need to be set to domain mode.
[18:49] So finally, I'm just going to hit “show
keywords” to uncover any content gaps.
[18:54] So right away, there are quite a lot of results.
But to filter these down, I’m going to filter
[18:58] only for keywords with a search volume of
at least 5 thousand.
[19:03] So now I can see a few good keywords that
our competitors are ranking for, yet we currently
[19:08] aren’t. These would be well worth us creating
some content around.
[19:12] After all, if our competitors are ranking
for such terms, then what’s to stop us ranking
[19:16] for them?
[19:17] So onto the last step in our SEO audit process,
which is running a full content audit.
[19:23] Now we did this a couple of years back and
ended up deleting over 200 pages from the
[19:27] Ahrefs blog.
[19:28] All of these were low-quality pages that served
no purpose and brought virtually no traffic
[19:32] to the site.
[19:33] But the cool part is this: our organic traffic
actually increased after we deleted these pages.
[19:39] So what exactly did we do?
[19:40] Well, it was quite simple, actually.
[19:42] We found low-quality pages with little to
no organic traffic and if they had potential
[19:47] and could be easily improved, then
we updated and relaunched them.
[19:51] If not, we deleted them and redirected the
URL to another relevant page on the blog.
[19:56] To be honest, this is quite an in-depth topic,
and it’s one that we plan to tackle soon
[20:00] with a full post on the blog.
[20:02] But for now, I would advise that should you
choose to perform a content audit, you should
[20:06] avoid deleting content unless you’re absolutely
certain that it serves no purpose and has
[20:12] no value.
[20:13] Even then, it may be better to just improve
and relaunch that content.
[20:17] And that just about brings us to the end of
our 16-step SEO audit process.
[20:22] So I hope it was useful and of course, don’t
forget to check out the full post on the Ahrefs
[20:26] blog, where you can find a much more in-depth
write-up of this entire process.
[20:31] And again, if you enjoyed this video, don’t
forget to hit “subscribe” because there’s
[20:35] plenty more where this came from.
[20:37] Cheers guys!
[20:38] [Music]

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