So, it’s Friday the 13th February tomorrow, so here are 13 important questions to answer about every page on your website. Negative answers might mean there may be a problems with the SEO or User Experience offered by a specific page.
Asking these questions during an SEO audit is a good place to start, there may be more questions you can think of.
For an SEO specialist it is vital that he or she knows which keywords are being targeted on which pages of the website. This will help them gain control over the content of the site, help them to correctly link internal pages together and also help them determine which pages to link to externally.
The primary keyword of the page should be targeted in both the Title tag and the H1. These two areas of code are highly important for the search engines, helping them to understand the topic of the web page.
Word count is an important factor in SEO, these should be sufficient words on a page to be able to explain what that page is about. Some SEO’s suggest no less than 200 words, this is mainly to
make sure these is a substantial amount of content to avoid Google seeing that page as being “thin” in content. There is now real set number you should follow, as long as you can fully explain the page topic.
Duplicate content can be catastrophic for the performance of a website in the SERPs. Having duplicate content on your website may cause the search engines to see your site as plagiarising another site. Google especially frowns upon this, in recent years they have factored duplicate content into their algorithms, and actively penalise websites for it.
Keyword variants and synonyms are an important part of SEO copywriting. They help the search engines understand the topic of a page, and also help make the content more user friendly and easier to read. The use of synonyms and keyword variants helps the content flow and gives it a more professional feel.
Knowing which keywords are targeted on which pages of your website is vital (point 1). What happens if the page ranking for a term isn’t the intended page? Basically if this is the case the search engines are preferring another page on the website over your intended target. This is usually because the content is better, it’s higher up in the site architecture or there are more links pointing towards this page.
Keyword placement in a page’s content is an important factor for SEO. Having an even spread of keywords being repeated a few times throughout the content, including the first, middle and last paragraphs of copy will ensure your keywords are distributed effectively.
By targeting the same keyword across multiple pages on your website will water down its effectiveness. The search engines may constantly serve different pages to users when they perform a search, rankings for that phrase will usually fluctuate wildly. Cannibalising the effectiveness of your own SEO.
The ultimate aim of any website is to convert visitors into a business goal, it could be making a sale for eCommerce or generating a lead. If your website conversion rate is low one cause may be the quality of the page content. If the content is of a low quality or it isn’t engaging enough to visitors it may be bringing the conversion rate of the site down.
The quality of your content should be similar or higher to that of the pages above you in the rankings. You should deserve to rank higher than them! Google looks for the quality of the content, if it is seen as being “thin content” or low quality they may penalise your website. Make sure your spelling and grammar are up to scratch.
Internal linking is often overlooked by less experienced SEO specialists, it is important to create links to and from related pages on your website. Doing this helps the search engines understand the topic of the pages, it also helps users navigate the website to find the information they require.
This one is a basic check, are your pages accessible by the search engine spiders? Sometimes pages can be blocked, there are various methods of blocking a page from being indexed. These include:
Page load speed is an important factor for SEO, if your site is particularly slow loading users may leave before the content is fully displayed. Google have built this into its algorithm, and released a tool to help you determine whether your pages are slow to load. Another tool I like to use for this is GTMetrix.com.
Thanks for reading, there are undoubtedly many more questions to ask yourself when auditing your website for SEO.
I built my first website in 1999 and been working in web agencies since 2004. I have many years of experience in SEO, PPC and Web Design.
Unlike most agencies you may have spoken to I provide an initial 3 month trial period for SEO and PPC, following this period we will sit down and review the performance and your business goals.
Contact me today to arrange your FREE no obligation SEO or PPC audit. I will highlight any potential stumbling blocks and discuss how we can overcome them.