Carry out a complete SEO analysis of your website

Carry out an in-depth SEO (natural referencing) analysis of your site is a must for any company wishing boost your visibility on Google. However, many websites neglect this in-depth work, due to a lack of clear methodology or a lack of time and expertise.

This is a strategic error! Without a precise diagnosis of the SEO health of your site, it is impossible to define a relevant action plan to progress. You risk missing technical problems that affect your visibility or high-potential keywords.

Fortunately, there is a proven methodology in 7 steps to audit in depth the natural referencing of your site or e-commerce. On this factual basis, you will identify your main areas of progress. And you will define a prioritized SEO roadmap for the coming months. This article details this methodology for you complete SEO audit in 7 steps. Follow the guide to carry out or order an in-depth diagnosis of the referencing of your website!

Analyze traffic statistics in depth

An in-depth analysis of a site's traffic statistics is essential as part of an SEO audit. It allows you to evaluate the current performance of the site in terms of traffic acquisition and to identify opportunities for improvement. By connecting your website to an analytics tool like Google Analytics, you will be able to collect and use valuable data about your visitors.

The first step is to analyze the distribution of traffic by acquisition channels: organic search engines, social networks, referring sites, emailing, direct access. This allows you to estimate the impact of your current SEO strategy compared to other channels, and allocate your efforts accordingly.

Then look at the monthly change in total traffic over the last half year or year. Identify the good and slow periods, as well as the pivotal moments that have had a lasting influence on the growth of visits. Determine the possible seasonality of your activity. Indicators such as bounce rate, number of pages viewed, and average session duration tell you about visitors' interest in your content. A high bounce rate should alert you to the poor quality of the user experience.

Entrance and exit pages and conversion rates shed light on the conversion funnel taken by your prospects. Optimize the content and call-to-action of entry pages. The expressions entered on search engines and having generated a click show the actual queries of Internet users interested in your offer. These are keywords to optimize as a priority.

In summary, a meticulous analysis of traffic statistics measured over time is essential to initiate effective data-driven SEO actions and focus your efforts on the most impactful optimizable levers for your site. Tools like Google Analytics et Search Console provide all this valuable data. It is recommended to retrieve 12 to 24 months of history to identify long-term trends.

In-depth audit of the netlinking profile

Optimizing netlinking is a major pillar of natural search engine optimisation. This in-depth technical audit relies on SEO tools like Ahrefs, Majestic, Semrush or Moz. The objective is to precisely identify the strengths and weaknesses of the site's current netlinking profile. Start by making a list of the main websites that link to your pages, with for each the number of backlinks, date of first citation, pagerank and approximate monthly traffic.

For each major referring site, analyze in more detail the strength of the domain on your theme, the diversity of textual anchors for your different pages, the strategic locations of certain backlinks in the content. With the help of'SEO tools, examine the distribution of backlinks by type of referring site: .edu, .gov, information sites, directories, forums, blogs. The richer the diversity of sources, the better. Also monitor that 301 redirects are functioning properly.

Inspect for the presence of inbound links from dubious sources, private networks, having generic anchor text like “link” or even placed on pages exploiting duplicate or spam content. Such unnatural backlinks risk penalizing your site. Based on the information collected, establish a plan to gradually strengthen your backlinks profile by exploiting your privileged relationships with certain sites, identifying new relevant targets and producing attractive content. Track the evolution of SERP positions over time to measure impact.

Check on-page optimization from A to Z

Optimization “on site” brings together all the good SEO practices to be implemented directly on the pages of the site:

🔰 Title tags and meta descriptions

The title is the tag that defines the title of a web page. It is displayed in the browser tab and appears in bold in search engine results. The title must contain the main keywords describing the content of the page. He should not exceed approximately 60 characters to ensure good visibility in the engines of research. A concise and catchy title improves click-through rate.

The meta description is a tag that allows you to write a summary or a description of a web page. Unlike the title, the meta description does not appear on the page itself but under the title in the search results. The meta description must be approximately 155 characters and incorporate secondary keywords. It is used to summarize the content of the page and encourage the user to click on the result. An engaging description improves click-through rate.

🔰 Optimization of Hn titles (from H1 to H6)

H1 to H6 title tags help structure the content of a web page. The H1 generally contains the main title, the H2 the subtitles, H3 the subsections etc. These titles are important for SEO. The H1 should contain the main keywords describing the topic of the page. There must not be only one H1 per page. This title will serve as a hook and summarize the content for search engines.

The headings H2, H3… up to H6 allow the page to be structured into sections and sub-sections. They must include certain secondary keywords. Bots will give more importance to content located near these titles. Titles must be concise, decreasing in length from H1 to H6. It is recommended to place Hn at the beginning of the paragraphs or sections to which they refer.

🔰 Editorial content

Editorial content refers to all the texts and articles that make up a website. It's about " editorial content » original created by the publisher. The objective of editorial content is to provide relevant information and added value for the Internet user. It also allows you to optimize natural referencing by using keywords related to the subject of the website.

Editorial content is the keystone of a site. Quality, engaging and engine-optimized texts improve the user experience and natural referencing. The challenge is to regularly produce relevant content.

🔰 Loading speed

Loading speed designates the time required for the complete display of a web page in the Internet user's browser. A fast site puts less than 3 seconds to load. Charging speed is a key factor for user experience and natural referencing. A slow site discourages visitors who leave before it finishes loading. Engines like Google also penalize websites that are too slow.

Several optimizations improve loading speed:

• Reduce page weight by compressing images
• Use web hosting performance and good throughput
• Minify and optimize the code (HTML, CSS, JavaScript)
• Limit redirects
• Activate thehas caching from the browser

Fast loading speed is essential for visitor satisfaction and SEO. Regular technical optimizations make it possible to obtain a responsive and pleasant site to consult.

🔰 Internal linking

Le internal mesh designates all the hypertext links present on a website and pointing to other pages of the same site. The objective is to allow Internet users and robots to easily navigate the site structure. Start by establishing a list of pages considered the most important according to several criteria: traffic, bounce rate, thematic relevance, conversions, etc. These are the pages priority to be interlinked.

Scan the site architecture to detect all relevant opportunities to add deep links: in the intro or conclusion of blog articles, in sidebars, FAQs, etc. Check that each page has links to the associated content of the site. For each internal link, it is recommended to use text anchors that correspond precisely to the theme of the landing page and are contextually integrated into the text.

Once new internal links or the optimization of existing anchors have been implemented, monitor the positive impact on the natural referencing of the pages concerned and the user journey thanks to a detailed analysis of analytics statistics. In summary, a quality, rich and strategic internal link between pages contributes to a better user experience, optimization of robot crawling and improved natural referencing. It's a SEO work continues.

🔰 Mobile-friendliness

Mobile-friendliness consists of optimize the user experience of a website on mobile devices like smartphones. This is essential today given that more than half of connections are made via mobile. Validate via Google testing tools that the pages are displayed and work perfectly on all mobile devices: smartphones, tablets, all OS combined. Zoom in to validate responsive adaptability.

Measure page load speed on mobile using tools like PageSpeed ​​Insights. A slow site penalizes SEO and bounce rate. Optimize code, images, CSS, JS to gain speed. On mobile, every click/tap is problematic. Minimize the number of actions needed to convert via short forms, clickable CTAs, limiting redirects, etc. Clearly display the breadcrumb menu and site map for intuitive navigation. The internal search engine also helps visitors.

Activate HTTPS and follow Google's recommendations in terms of mobile security: encryption of forms, CSRF token on sensitive transactions, etc.

Ultimately, while 60% of traffic comes from mobile devices, optimizing the mobile experience must be an absolute priority in your digital strategy, otherwise it will seriously hamper acquisition and conversion. A mobile-friendly site is unavoidable. Mobile-friendliness is therefore become essential to offer a good experience to mobile visitors and achieve natural referencing.

🔰 Quality standards

The analysis of all these on-page elements can be automated by SEO tools to save time: Screaming Frog, Sitebulb, SEO, etc. This rigorous technical audit makes it possible to detect priority areas for improvement for each page and optimize the user experience.

Audit the popularity of the site and its pages

Many popularity signals are taken into account by Google to evaluate the interest of a website and its contents. The evolution of the site's total traffic over 12-24 months provides information on the overall popularity trend. Also compare & contrast with the statistics of your sector of activity over the same period. Sort pages by decreasing visit volumes. You will get the top 10-20 allowing 80% of traffic. Complete by analyzing bounce rate and average duration per page to precisely measure their popularity and interest for visitors.

Use SEO tools to identify the keywords bringing the most paid and free traffic. Evaluate the number of visits, average position, and improvement opportunities for the most strategic in terms of search volume. Search the web for user feedback on your brand: consumer reviews, ratings on app stores, forums, etc. They give a precise indication of your popularity and your perceived image, fundamental for trust.

In short, accurately auditing the popularity of a site and its fundamental pages requires cross-referencing several quantitative indicators (traffic over time, per page, per keyword) and qualitative indicators (engagement rate, customer reviews) essential to engage in targeted actions to optimize customer satisfaction.

Methodically check the indexing of the site

For a site to be findable on search engines, its pages must be correctly indexed. Use the search “site: www.yourdomain.com” on Google to identify the URLs of your site not yet referenced by the engine. Complete the check in Bing and other engines if relevant to you. For missing pages, study the server status code in your analytics tool (403, 404, 410 indicate problems), the robots.txt file (access blocked?) and indexing metadata. Correct these technical anomalies.

Some SEO tools can spot over-optimized pages indexed multiple times under slightly different URLs, parameters or slugs. Ask Google Search Console to only keep the canonical version to avoid duplication of content. Google Search Console indicates the number of pages indexed and the rate of crawling by the Googlebot robot. A complete site must be fully crawled and indexed. Recurring obstacles should alert you to structural problems.

To conclude, meticulously checking the current and potential indexing of all pages, identifying blockages, correcting and preventing technical problems encountered by robots will allow you to be correctly referenced by the engines. It's a optimization work unending.

Analyze the position of target keywords

A complete SEO analysis of a website involves analyzing traffic statistics in depth, including the position of target keywords. The objective is to understand how your site ranks in search results for those specific keywords.

To carry out this analysis, it is essential to use SEO analysis tools which allow you to track the position of your target keywords over time. These tools will provide you with valuable data on your website's ranking in search engines such as Google. By reviewing these statistics, you will be able to identify keywords which ones your site ranks well for and which ones there could be opportunities for improvement. You will also be able to assess the competition for these keywords and adjust your SEO strategy accordingly.

Analyzing the position of target keywords is a crucial aspect of SEO optimization. It allows you to measure effectiveness of your efforts and make informed decisions to improve the visibility and ranking of your website in search results.

Summarize the strengths and areas for improvement

The complete SEO analysis of a website allows you to summarize strong points and areas for improvement of your website in terms of search engine optimization. Strengths are the elements of your website that contribute to its high ranking in search results, while areas for improvement are the elements that could be optimized to improve your ranking. It is important to carry out a thorough SEO analysis using professional SEO analysis tools. These tools will allow you to identify keywords that your site ranks well for, as well as those where there might be opportunities for improvement.

You can also evaluate the quality of your content, the structure of your website, page loading speed and other elements that contribute to SEO optimization. Once you have identified the strengths and areas for improvement of your website, you can begin to implement an SEO optimization strategy to improve your ranking in search results.

Conclusion

In conclusion, carrying out a complete SEO analysis of your website is essential to optimize your visibility and ranking in search results. This involves analyzing traffic statistics in depth, monitoring the position of target keywords and identifying strong points and areas for improvement.

To perform a comprehensive SEO analysis, it is recommended to use professional SEO analysis tools that provide valuable data on keyword rankings, content quality, website structure and many other important aspects . The complete SEO analysis will allow you to highlight The strong points of your website, such as highly ranked keywords and quality content, while identifying areas for improvement, such as keywords with high untapped potential and issues with structure or page loading speed . Also do SEO analysis of your competitors.

By following the recommendations from this analysis, you can implement a solid SEO optimization strategy that will help you attract more organic traffic, improve your online visibility and achieve your business goals. To quickly improve loading speed and user experience, using a plugin such as WP Rocket on WordPress is very efficient.

FAQ on complete SEO analysis of a website

Q: What is SEO analysis of a website?

A: SEO analysis of a website involves evaluating and optimizing different aspects of the site in order to improve its visibility and ranking in search results. This includes analyzing keywords, content, site structure, page loading speed, inbound links, etc.

Q: Why is it important to perform a comprehensive SEO analysis?

A: A comprehensive SEO analysis helps identify the strengths and areas for improvement of your website in terms of search engine optimization. This allows you to take concrete steps to improve your rankings, attract more organic traffic, and increase your online visibility.

Q: What tools are used to perform a comprehensive SEO analysis?

A: There are many SEO analytics tools available, such as Google Analytics, SEMrush, Moz, Ahrefs, etc. These tools provide valuable data on keywords, traffic, links, site performance and many other aspects important for SEO optimization.

Q: What are the key elements to analyze during a comprehensive SEO analysis?

A: During a comprehensive SEO analysis, it is important to analyze target keywords, position in search results, content quality, site structure, page loading speed, meta- tags, header tags, internal and external links, etc.

Q: How often should you perform a comprehensive SEO analysis?

A: It is recommended to carry out a complete SEO analysis regularly to monitor changes in the ranking and performance of your website. Frequency may vary depending on site size and competition in your industry, but generally once a quarter is a good place to start.

Q: Is it possible to perform a complete SEO analysis without using paid tools?

A: Yes, it is possible to perform basic SEO analysis using free tools such as Google Analytics and Google Search Console. However, for more in-depth analysis, it may be beneficial to use paid tools that offer advanced features and more detailed data.