The list contains most of the characteristics that should be evaluated, but the final report on the Site Audit may contain other items not listed here, as there may be specifics in the industry where you work. Some items will be excluded from the final report due to the lack of their impact on the results, but all of them are checked.
By ordering a Comprehensive Website Audit, you will receive:
- Full technical analysis of the site
- Evaluation of the domain and structure of a web resource
- Checking the hosting provider, server capabilities
- Meta tags, HTML validity, virus scanning
- Uniqueness of texts and images, relevance to the content
- Other factors of direct and indirect impact
- Search engine optimization audit
- Commercial performance, search engine trust
- Inbound and outbound links to the site
- Correct links between pages
- Analysis of user requests and those that are being promoted
- Social factors, website behavior
- Website expertise
- Usability analysis, attendance dynamics
- Marketing audit, visibility assessment
- Analysis of competitors and business specifics
- Research of current and potential customers
- The history and reputation of the site, untapped opportunities, and that’s not all…
Technical analysis is a set of works aimed at identifying errors that are not difficult to correct, and the result of progress from them is higher in short periods of time.
A full technical analysis of the site includes: (Stage I)
Website structure – general analysis
Domain evaluation (accumulated characteristics) / Quality of file processing by the server, checking the hosting provider
Analysis of links between website pages (linking), optimization of internal links (navigation chains, indexing of lists, work with filters)
URL optimization (formation of static from dynamic URLs, checking for human readability and for promotion purposes) / Site mapping (HTML, XML maps, image maps, video materials)
Checking the multilingualism of the site and the type of its implementation / Favicon and logo
Internal website analysis: technical component
Robots.txt file (correctness of settings), 301 redirect settings / Formation of correct http headers and URL canonicalization
Restriction of indexing of individual pages by search robots / Optimization of links from the site (external) / Duplicate pages (technical duplicates with “/” and identical pages – addresses in different categories)
Optimization of the code and loading speed of the site, installed counters and recommendations for working with them / Quality of site search and error pages (404 error, 50X)
Up-to-date version of CMS, design themes (if template), plugins and widgets, other dangerous factors / Cyclic links (Breadcrumbs) / Problems with comments on the site and forms for them (replytocom links from comments and end-to-end chat on the site)
– II – : content component
Structure of headings on the page, unnecessary shortcuts / Tags (Title, H1, H2-H3) and meta tags (Description) – relevance and attractiveness to customers, static markup / Content size and proper use of strong, em, numbered and bulleted lists / Descriptor and USP, triggers
Checking for viruses / Forms on the site (checking the operability) and https security / The presence of black methods of optimizing internal and external promotion by prohibited methods
Texts on the site: Compliance of texts with new algorithms / Overcrowding with highlights, styles, markers / Texts for people and LSI copywriting (filling texts with key queries), frequent words on the page that interfere with the main queries / Checking for over-spam (spam), usefulness, quality, necessity, conversion, relevance of content, uniqueness of texts on the site, absence of errors of mixing Latin and Cyrillic in words (a-a, o-o, others)
Images on the site: Images that open on a separate page / Analysis of the uniqueness of images and other interactive materials (animation, video, buttons from other resources) / Image optimization (address, alt and title attributes, file size)
Micro-markup of information on the site (organization contacts, social media profiles, company logo, products, reviews and ratings) / Open Graph Protocol
Setting up web analytics systems
Google Analytics (Ecommerce, Search Console) / Reports in My business
Yandex.Metrica (Yandex.Webmaster)
Google Tag Manager (event tracking) / Goals in analytics systems, monitoring site availability and 404 errors
SEO audit is a check of the website’s compliance with the requirements and recommendations of search engines for better promotion – primarily through long-term trust.
Professional search engine SEO audit includes: (stage II)
Commercial performance
Information about the company, organization, entrepreneur / Contacts and details, readability of the name and domain (memorability)
Website advertising, banners, pop-ups, full-screen advertising, discounts and promotions / Authenticity of product photos and their quality, level of execution of drawings and their commercial value
Assortment, product detailing, reviews, other additional data to increase conversion / Delivery, support, guarantees, consultation; Checking support if available, speed of responses to requests
Diversity in content: text, pictures, videos, documents, tables, presentations, infographics, illustrations and diagrams
Integration with search engines and their trust
Confirmation of information for search engines – authority / duration of the site (age of the site), absence of sanctions and regionalization
Double address problems (several domains with the same content) – mirrors of the site on the Internet / Redirects are executed correctly (with and without www / with and on http-https or vice versa)
Difference in the quality and quantity of search engine results (indexing analysis) / Availability of technical pages in search
Evaluation of visibility in search engines and check for possible filters, site sanctions, resource bans / Traffic dynamics (per day, week, month, seasonality)
Inbound and outbound links
Inbound links with positive and negative content / Availability of the site in authoritative catalogs, business resources
Analysis of donors and link quality, upward or downward trends in positions / External optimization factors
What quality of outbound links to sites / Presence of broken links
Links between pages / User requests and promotion
Comparison of actual with what should be and examples of “what to focus on” for better optimization (based on competitors)
Correct prioritization, distribution of links / Work of all site menus
Analysis of the structure of sections and nesting of pages / Formation of paths of movement on the site (conversion)
Study of how customers see the specifics of the activity / Comparison with those requests that are being promoted
Social factors and social media integration / Website behavior
Like/share buttons of social networks / Follow buttons of groups in networks
Accumulated history of social impact, evaluation of work with it / Trend and opportunities for improvement
Unprofessional information and negative factors from completed profiles / Updating and freshness of information
Examination of entry and exit points / Conversions and unfinished targeted actions (assessment of the correctness of the goals)
Behavior on the site (time, interest, relevance of pages to queries) / Duplicate content from the text of embedded feeds (social media posts)
Website expertise is an in-depth study of a website aimed at improving it for marketing purposes, building a brand for better customer perception.
Website expertise consists of: (stage III)
Usability analysis
Loading speed on different devices and display issues / Site mobility and placement of elements for small screens
Involvement of third-party specialists: Ease of use – intuitive clarity and simplicity / Convenience of the catalog, clarity of sections, sorting and selection settings / Speed of access to important information, services, goods / Completeness of filling pages with information (low-content and low-informative), ease of ordering
General problems: Grammar and literacy in texts, unnecessary symbols, PTO and other signs / Analysis of the news section, blog, promotions, offers and others / Design consistency, distractions, technical correctness of links between pages / Color contrast of text, blocks, elements. Accessibility of the font for reading, unnecessary elements, lack of important functionality / Clarity of anchors in links / Excessive frequency of elements, unnecessary technical solutions of a non-uniform nature, unnecessary details
Marketing audit
Independent evaluation of the finished product, services in “packaging” / Evaluation of the company’s work on studying customer needs and compliance with it
Compliance with the main principles of marketing, not obvious problems / Brand development, popularization of the service, factors of service uniqueness / Time of publication of news, information, other materials and professionalism in them / Simplicity of forms for filling out and subscribing to newsletters or informing
Positioning of the team, specialist or service / SWOT analysis and marketing plan – if they were drawn up, whether they were followed during development (not an analysis of the quality of the documents drawn up – it is assumed that they are correct, but their compliance with the Internet in general – the general presence not only on the site)
Lack of main focus, product or benefits and presence of USP / Attractiveness and correctness of Email marketing (action tracking); effectiveness for the website, clarity and convenience of leaflets or brochures
Competitor analysis / Customer research
Study of business specifics / Strengths and weaknesses of direct competitors – only analysis of activity, tools and traffic sources (not development of a marketing plan)
Indirect industry competitors, the best marketing realizations of the product (service) / The effectiveness of contextual advertising in Google and Yandex of your and competitors’ sites (search for the best price-quality ratio to bypass competitors)
The ratio of the customer’s resource to competitors (interspersing requests) / The effectiveness of contextual advertising in Google and Yandex of your and competitors’ sites
Potential customers (analysis of the state of involvement and new ways to customize) / Analysis of methods and quality of work with customers
History and reputation of the site, untapped opportunities
Overall reputation on the Internet (as an employer, as a supplier, as a service) / Authenticity of reviews, assessment of reliability
Opportunities for improvement, strengthening / Hidden problems, shortcomings of the business website
Recommendations for use (from the experience of the best in the field) – additional / missed opportunities and deep study of individual indicators and goals that interest you in the first place
Other solutions that can be customized to the needs of the customer (examples of effective page titles for the topic of activity, the best options for describing pages)
It is easy to see the interrelationships between individual items – this is necessary to consider them in different aspects.
I REPEAT: Not all of the above points will be disclosed in the conclusion for your Web resource, but they will definitely be considered by me. This is due to the fact that in the report I focus only on significant indicators and changes that will have a tangible impact on your business in a particular project. Only practical and meaningful results for implementation on the website.
I use professional tools and hands-on work, systematic skills of website promotion “as if for myself” and the experience of leading SEO and marketing specialists. This will help you avoid risks in the future, optimize costs, focus on the main thing, consolidate a clear strategy for ousting competitors and building trust and positions. Fundamental knowledge in the field allows you not only to catch some “numbers” but also to analyze the source of their origin and draw conclusions about what to do next.
You will get the following: ways to increase website conversion, improve behavioral factors, ready-made solutions in accordance with the goals that we will discuss with a step-by-step optimization algorithm, and consultation on the results.
