The search audit is understood a set of measures aimed at finding the causes that prevent the Internet resource to rank highly in the results of search engines.
Every detail is important in promoting the site — from the tag in the code, to high-quality design.
In this article, I will describe how to conduct a technical verification of the site and SEO-audit by the example of one of the unconfigured sites.
Let’s take as an example an unconfigured site of my potential client http://sevzapkran.ru .
We are not optimizing the site for the right search terms. We analyze the errors in the site for further correction.
Here I will describe than to analyze the sites, what are the main errors and how to fix them.
I’ll write the most interesting part at the end of the article!
Technical verification of the site
Service pr-cy.ru allows getting a general idea about the site.
Analysis of server redirects (check manually)
Check the control system and analyze the main vulnerabilities / disadvantages of the system. The system is self-written in this case, and you can expect anything from it.
Here you need to prescribe the main host, a sitemap and close the administration / admin sections
This is the bare minimum!
If you want, you can prescribe rules for each search robot, but practice shows that this is not always necessary.
Check the correctness of closing certain links from search engines can be checked through the service Yandex Webmaster.
Site Map (Automatic/Semi-Automatic)
At this address (or another predetermined) should lie a site map in xml format. It is either generated automatically or manually updated regularly.
http://www.mysitemapgenerator.com This service will automatically make a site map once. This is suitable for large sites with self-written admin panel, when there is no module to automatically generate a sitemap, but it is urgently needed for rapid indexing by search engines.
Valid layout can be checked by a special service validator.w3.org , and the correct configuration of the code can only be evaluated manually.
Here I will move down through the page from top to bottom and describe in a row all the remarks on the site.
It is better to write about the rent on a separate page dedicated to the rent.
3 <meta name=»keywords» content=»Tower cranes, gantry cranes, bridge cranes, portal cranes, mobile cranes, self-mounting cranes, selling cranes, rent cranes, installation of cranes, dismantling cranes, repair of cranes, crane maintenance, expert evaluation of cranes, crane design, lifting equipment, COMANSA, LIEBHERR, POTAIN » /> Here a large number of words can be detrimental to the site. You can leave 1 -2 keys or do not fill the field. If you fill with words that are not on the page, it may have a negative impact on promoting.
This code came across just below the main meta tags. This is an unnecessary double.
For the logo, we need a title tag with the main key query. This would make a great end-to-end link.
The phone is not designed quite right. You need to remove the spans, as well as add a micro-marking of contact information for better indexing by search engines and improve the appearance of the snippet.
We need to get rid of Flash. Especially this kind of sliders is very easy to do in jquery and perfectly indexed.
Tower cranes COMANSA</a></li> All links must be signed with the title tag, and pictures with the alt tag as well!
The section pages have a similar look: http://sevzapkran.ru/catalog/187/
If the control system allows, you should regenerate the pages so that only one address makes it clear what it is about, for example, http://sevzapkran.ru/catalog/kran-bashenniy
Text formatting (check manually)
Now it is necessary to scroll through the main pages and check in the code how the text is formatted. It is necessary to check also whether the lists are decorated, whether there are pictures in an optimal format, prescribed whether the subheadings, whether there is no excessive bold text or overspamming.
The lists are not designed on this site, and some pages contain only one sentence of the content.
Automated site analysis
There are many services. I use this one http://audit.megaindex.ru
It quickly analyzes the site for broken links, checks the quality of the linking and the length of the headers on the site.
For multi-page sites, it is impossible to manually view all pages, but with a tool like this you can greatly facilitate your work.
After analyzing the site, I found a lot of pages with pdf documents without meta tags, and pages with approximately the same headers.
It all needs to be manually unique.
If the pages are more than 300-odd pieces, then you need to write or set up a script to automatically generate Title based on general information about the page.
General analysis, whether the site is promoted at all
On seopult.ru, there is a service for selecting queries close to the top. Enter any site, and if it is on the Internet for more than 2-3 months, the system will show queries for which it saw over the past 2-3 weeks in the top 100 search engines.
So, if these queries in the top 10 is less than 20 pcs, then most likely the site has not been promoted and configured correctly (given the large amount of content — from 50 pages).
This site happens to be on the specified positions because of its age and accumulated company name.
Analysis of the site snippet
Thus, the snippet will be the most filled and attractive!
Analysis of links to the site (if you do not have access to webmaster)
On http://www.linkpad.ru, you can analyze the inbound links to the resource.
Quite a few sites are linked to our analyzed site. This is mostly message boards.
This kind of audit should be conducted for each site, just taken for promotion. Based on this, you should make a list of recommendations for the site owner or webmaster, who will set it up.
This list is not complete. There are books written about the internal optimization of the site.
In this article, I reflected the main points to which you should pay attention when auditing the site.
Now here is the most interesting part:
The bottom line is that perfect sites are disastrously few! The errors/defects will be on almost all sites.
Let’s take a fairly well-known company to promote sites and do a little analysis of this company’s site http://www.proletarii.ru. I took at random the very first in the list.
In general, the second conclusion is this:
Sites need to analyze and improve constantly! There are no absolutely perfect sites, because even if everything is set up, there will be new services, standards, or modules, without which all the advantages can be lost.
Author: CEO of Intop-Media, Eugene Gluschenko.
Article for the contest on 12/09/2013