Here are the tools you\u2019ll need to do the SEO audit:<\/p>\n\n\n\n
- \n
- Google PageSpeed Insights<\/a><\/li>\n\n\n\n
- Screaming Frog<\/a> OR Ahrefs<\/a><\/li>\n\n\n\n
- Google Analytics<\/a><\/li>\n\n\n\n
- Google Search Console<\/a><\/li>\n<\/ul>\n\n\n\n
For this walkthrough, we’re going to audit gong.io\u2019s site. Gong.io is a sales technology platform that captures your customer interactions across phone, web conferencing, and email, understands what was said in these interactions, and delivers insights to help your team win more deals.<\/p>\n\n\n\n
![\"\"](\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\")
<\/figure>\n\n\n\nStep 1. Do a site speed check<\/h2>\n\n\n\n
Head over to Google PageSpeed Insights<\/a> and drop in your website URL.<\/p>\n\n\n\n
We see below that Gong has a score of 8\/100 for mobile and 36\/100 for desktop.<\/p>\n\n\n\n
<\/figure>\n\n\n\n<\/p>\n\n\n\n
<\/figure>\n\n\n\nMost issues with site speed come down to images that are too big and too many scripts.<\/p>\n\n\n\n
Taking a look below, this is exactly the case with Gong.<\/p>\n\n\n\n
<\/figure>\n\n\n\nIt\u2019s a fool\u2019s errand to aim for 100\/100. The effort just isn\u2019t worth the diminishing returns. But make sure you tackle the issues of scripts and big image files.<\/p>\n\n\n\n
Those are easy fixes to send to your developer. If you need a developer, storetasker<\/a> can help you find one for your Shopify site or codeable<\/a> for your WordPress site.<\/p>\n\n\n\n
Step 2. Make sure only one version of your site is indexed.<\/h2>\n\n\n\n
Some websites may have been migrated or gotten an SSL certificate<\/a>, but haven\u2019t been properly canonicalized or redirected. This could be checked automatically with SSL monitoring<\/a>.<\/p>\n\n\n\n
The most common issue is that the http:\/\/ version of their site doesn\u2019t redirect to the https:\/\/ version.<\/p>\n\n\n\n
You also want to make sure that either www.yourdomain.com OR yourdomain.com is indexed, not both. Though this is less common than the http to https redirection<\/a>.<\/p>\n\n\n\n
You can check which version of your site is indexed<\/a> by doing a Google search for each of the following permutations of your domain URL:<\/p>\n\n\n\n
- \n
- http:\/\/yourdomain.com<\/li>\n\n\n\n
- http:\/\/www.yourdomain.com<\/li>\n\n\n\n
- https:\/\/yourdomain.com<\/li>\n\n\n\n
- https:\/\/www.yourdomain.com<\/li>\n<\/ul>\n\n\n\n
The ideal scenario is no matter what permutation of your URL you type in, you\u2019ll get redirected to the same URL.<\/p>\n\n\n\n
In Gong\u2019s case, we end up on https:\/\/gong.io with every permutation search.<\/p>\n\n\n\n
<\/figure>\n\n\n\nSimilarly, we recommend you have your website on https:\/\/ and personally prefer no www. That\u2019s why your browser shows https:\/\/beomniscient.com\/seo-audit. <\/p>\n\n\n\n
You can get a free SSL certificate for your site from Let\u2019s Encrypt<\/a>. We\u2019re also big fans of Kinsta<\/a> for WordPress hosting which provides SSL.<\/p>\n\n\n\n
If you\u2019re hosted on WordPress and want to change your website from www.yourdomain.com to yourdomain.com, you can update your primary domain<\/a> in your wp-admin.<\/p>\n\n\n\n
Before we move on to the next step, get our SEO audit template to automate 80% of the manual work we\u2019re about to walk through. Click the bar at the top to get the template.<\/p>\n\n\n\n
Step 3. Do a website crawl.<\/h2>\n\n\n\n
We\u2019ll use Screaming Frog<\/a> to crawl our website. The free version has a crawl limit at 500 URLs and the paid version comes with unlimited crawls for \u00a3149 per year.<\/p>\n\n\n\n
You can also use Ahrefs Site Audit<\/a> tool. Ahrefs starts at $99\/month for their Lite plan. We recommend using the Standard plan for higher usage limits which starts at $179\/month. This might be tough for some companies to commit to so we\u2019ll use Screaming Frog.<\/p>\n\n\n\n
Once you\u2019ve installed Screaming Frog, drop in your URL to start a website crawl. This might take a few minutes depending on the size of your site.<\/p>\n\n\n\n
Once the crawl has finished, make sure you\u2019re in the Internal<\/strong> tab and export all the results.<\/p>\n\n\n\n
<\/figure>\n\n\n\nThen import into a new Google sheet for analysis<\/a>.<\/p>\n\n\n\n
<\/figure>\n\n\n\nWe\u2019ll name this main sheet All Pages<\/strong>.<\/p>\n\n\n\n
Create a filter in the Content Type<\/strong> column to only show the following content types <\/p>\n\n\n\n
- \n
- text\/html; charset=utf-8<\/li>\n\n\n\n
- text\/plain; charset=utf-8<\/li>\n<\/ul>\n\n\n\n
This filters out css and javascript files so we\u2019re only working with page with publically-facing content.<\/p>\n\n\n\n
<\/figure>\n\n\n\nWe’ll keep this filter on for the rest of the audit. Hide the column (highlight the full column and hit option+cmd+9 on a Macbook) so you don’t accidentally remove the filter.<\/p>\n\n\n\n
Step 4. Check Google for indexation issues.<\/h2>\n\n\n\n
Look at how many of your website pages Google has indexed.<\/p>\n\n\n\n
If you\u2019re using Google Search Console, you can access this by going to<\/p>\n\n\n\n
Google Search Console > Google Index > Index Status.<\/p>\n\n\n\n[Image in google search console]\n\n\n\n
If you aren\u2019t using Google search console, you can do a Google search for site:yourdomain.com.<\/p>\n\n\n\n
This won\u2019t be as accurate as Google Search Console but will give you a decent ballpark.<\/p>\n\n\n\n
In Gong\u2019s case, Google has indexed 784 pages.<\/p>\n\n\n\n
<\/figure>\n\n\n\nNow you\u2019ll want to cross-reference the number of pages Google has indexed with the number of pages Screaming Frog crawled.<\/p>\n\n\n\n
Sometimes Screaming Frog will crawl more webpages than are indexed. This is often a result of pages being noindexed, broken, or redirected that Screaming Frog still crawls.<\/p>\n\n\n\n
In your new Google sheet, you\u2019ll want to create a filter in the Indexability<\/strong> column to only show Indexable<\/strong> pages.<\/p>\n\n\n\n
<\/figure>\n\n\n\nWe see here that Screaming Frog only crawled 459 indexable pages.<\/p>\n\n\n\n
If Google is indexing more pages than Screaming Frog has crawled, then there may be pages being indexed that should not be indexed. We\u2019ve seen this happen with style guide pages or website elements being indexed as separate pages. <\/p>\n\n\n\n
In Gong\u2019s case, let\u2019s do a query for site:gong.io -blog -press -case.<\/p>\n\n\n\n
This query searches for all indexed pages on gong.io and excludes the obvious indexed pages on the blog, press releases, and case studies.<\/p>\n\n\n\n
We find that there are 230 pages on join.gong.io and podcast.gong.io that Screaming Frog didn\u2019t crawl. When we dig deeper, we find there are also URLs on pages.gong.io being indexed by Google.<\/p>\n\n\n\n
This explains most of the discrepancy between the number of pages Google indexed (784) and the number of indexed pages Screaming Frog crawled (459).<\/p>\n\n\n\n
<\/figure>\n\n\n\nStep 5. Audit for on-page SEO <\/h2>\n\n\n\n
This section is quite monotonous and will require a lot of filtering, creating new tabs, and copy-pasting.<\/p>\n\n\n\n
To avoid all the monotonous work, get our SEO audit template to automate this work. Click the bar at the top to get the template.<\/p>\n\n\n\n
5.1 Long Title Tags<\/strong><\/h3>\n\n\n\n
Now we want to find pages where the title tag is too long and might be getting truncated in the search results.<\/p>\n\n\n\n
Google truncates titles at 512px. A ballpark to aim for is 60 characters.<\/p>\n\n\n\n
Fixing this won\u2019t help with search rankings, but makes the page title appear cleaner, and ensures searchers can read the entire title. This may help improve the clickthrough rate on the search engine results page.<\/p>\n\n\n\n
In the All Pages<\/strong> tab, create a filter under the Title Length<\/strong> column to only show cells greater than or equal to 60.<\/p>\n\n\n\n
Create a new tab called Long Title Tags<\/strong> and copy and paste the resulting rows into the new tab.<\/p>\n\n\n\n
<\/figure>\n\n\n\nNow we can go through these pages one-by-one to re-write and shorten the title tags so they aren\u2019t truncated in the search results.<\/p>\n\n\n\n
For example, this post is titled \u201cHow To Turn A Field Sales Rep Into An Inside Sales Rep (And Still Make Quota)\u201d which has 71 characters. We can see how it shows up in the search results below.<\/p>\n\n\n\n
<\/figure>\n\n\n\nWe could rewrite the title to appear in the search results as \u201cHow to Train a Sales Rep from Field Sales to Inside Sales\u201d which has 57 characters and wouldn\u2019t be truncated in the search results.<\/p>\n\n\n\n
5.2 Missing H1s<\/strong><\/h3>\n\n\n\n
Now we want to find pages where there\u2019s no H1 tag present.<\/p>\n\n\n\n
Fixing this will help maximize the likelihood of ranking for the page\u2019s target keyword.<\/p>\n\n\n\n
In the All Pages<\/strong> tab, create a filter under the H1-1 Length<\/strong> column to only show cells with 0.<\/p>\n\n\n\n
Create a new tab called Missing H1<\/strong> and copy and paste the resulting rows into the new tab.<\/p>\n\n\n\n
<\/figure>\n\n\n\nNow we can go through these pages one-by-one and add H1 tags to those pages.<\/p>\n\n\n\n
With Gong, the pages that are missing H1 tags are mostly pages that aren\u2019t important to rank like blog category pages and blog archive pages.<\/p>\n\n\n\n
There are pages like the pricing page that could benefit from adding an H1.<\/p>\n\n\n\n
This page, for a virtual sales kickoff checklist could benefit from making the header an h1 tag instead of h2.<\/p>\n\n\n\n
<\/figure>\n\n\n\n5.3 Review H1s<\/strong><\/h3>\n\n\n\n
We don\u2019t want to forget the pages that have H1s. Create a filter to show pages that don\u2019t have 0 in the H1-1 Length<\/strong> column.<\/p>\n\n\n\n
Copy and paste the resulting rows into a new tab called Review H1<\/strong>.<\/p>\n\n\n\n
<\/figure>\n\n\n\nNow we can review these pages\u2019 URLs, Titles, and H1s to see if they\u2019re all optimized for and targeting the same keyword. <\/p>\n\n\n\n
For example, the page below has the url https:\/\/www.gong.io\/market-intelligence\/<\/a> and appears to be targeting the keyword \u201cmarket intelligence.\u201d However the H1 tag doesn\u2019t mention market intelligence.<\/p>\n\n\n\n
<\/figure>\n\n\n\nThis is a product page but, according to ahrefs, it doesn\u2019t appear to rank for any keywords:<\/p>\n\n\n\n
<\/figure>\n\n\n\nWhen we scroll down, there is an H2 for \u201cWhat is Market Intelligence?\u201d<\/p>\n\n\n\n
We\u2019d recommend optimizations to rank for \u201cmarket intelligence\u201d and a good place to start is to use that phrase in the H1 tag.<\/p>\n\n\n\n
5.4 Missing H2s<\/strong><\/h3>\n\n\n\n
Now we want to find pages where there\u2019s no H2 tag present.<\/p>\n\n\n\n
Fixing this will also help maximize the likelihood of ranking for the page\u2019s target keyword. We can also use H2s to target secondary keywords within the topic cluster.<\/p>\n\n\n\n
In the All Pages<\/strong> tab, create a filter under the H2-1 Length<\/strong> column to only show cells with 0.<\/p>\n\n\n\n
Create a new tab called Missing H2<\/strong> and copy and paste the resulting rows into the new tab.<\/p>\n\n\n\n
<\/figure>\n\n\n\nNow we can go through these pages one-by-one and add H2 tags to those pages.<\/p>\n\n\n\n
In the blog post \u201cJonathan Frick: What Prevents B-Players From Becoming\u201d we find that there are no H2s present.<\/p>\n\n\n\n
<\/figure>\n\n\n\nWhen we inspect the elements on the page, it turns out the large font headers aren\u2019t in H2 tags but are all in H1 tags, meaning there are multiple H1 tags.<\/p>\n\n\n\n
<\/figure>\n\n\n\nIt is not a problem to have multiple h1 tags<\/a>. In this scenario we may hve been led astray because there are missing H2s. If I were doing a full audit<\/a> of the gong.io cnotent, I\u2019d make sure that, if a page doesn\u2019t have H2s, that it\u2019s properly using H1s to hit on important keywords.<\/p>\n\n\n\n
5.5 Review H2s<\/strong><\/h3>\n\n\n\n
We also don\u2019t want to forget the pages that have H2s. Create a filter to show pages that don\u2019t have 0 in the H2-1 Length<\/strong> column.<\/p>\n\n\n\n
Copy and paste the resulting rows into a new tab called Review H2<\/strong>.<\/p>\n\n\n\n
<\/figure>\n\n\n\nNow we can review these pages\u2019 URLs, Titles, H1s and H2s to see if they\u2019re all optimized for and targeting the same keyword. <\/p>\n\n\n\n
5.6 Missing meta description<\/h3>\n\n\n\n
Last part of the on-page SEO is the meta descriptions.<\/p>\n\n\n\n
We want to find pages where there\u2019s no meta description present.<\/p>\n\n\n\n
Fixing this won\u2019t help with improving rankings, but a well-written meta description that\u2019s treated like a call-to-action will improve your clickthrough rate on the search results.<\/p>\n\n\n\n
In the All Pages tab, create a filter under the Meta Description 1 Length<\/strong> column to only show cells with 0.<\/p>\n\n\n\n
Create a new tab called Missing Meta Description and copy and paste the resulting rows into the new tab.<\/p>\n\n\n\n
<\/figure>\n\n\n\nNow we can go through these pages one-by-one and add meta descriptions to those pages.<\/p>\n\n\n\n
In Gong\u2019s case, many of the pages without missing meta descriptions are again category or archive pages. But there are also podcast pages that could benefit from adding meta descriptions.<\/p>\n\n\n\n
For example, the podcast page for the interview with Laura Palmer has a truncated meta description. <\/p>\n\n\n\n
<\/figure>\n\n\n\nOne strategy we recommend for podcasts is to rank for the guest\u2019s name so when people search their name, they\u2019ll find the podcast episode. <\/p>\n\n\n\n
So let\u2019s rewrite the meta description and the title too.<\/p>\n\n\n\n
<\/figure>\n\n\n\nStep 6. Analyze organic search traffic.<\/h2>\n\n\n\n
The goal of this step is to understand the historical trends of organic search traffic. Hopefully, it has been growing.<\/p>\n\n\n\n
Pay attention to any dips or spikes in organic traffic and ask why that might have happened.<\/p>\n\n\n\n
Was there a Google algorithm update? Did a page start ranking on page 1 of the search results then get pushed back to page 2?<\/p>\n\n\n\n
Pay attention to which pages are generating the most traffic and dig into how that might inform your content strategy<\/a>.<\/p>\n\n\n\n
For example, in the chart below (not Gong traffic), we see that there was primarily a dip during the holidays. Otherwise, organic traffic has been steadily growing.<\/p>\n\n\n\n
<\/figure>\n\n\n\nWhat we\u2019d do next is look at:<\/p>\n\n\n\n
- \n
- What pages are contributing the most organic traffic and how we can double down on those topics.<\/li>\n\n\n\n
- What keywords we\u2019re ranking for on page 2 of the search results that we could optimize and push up to page 1.<\/li>\n\n\n\n
- What other highly relevant keywords we\u2019re ranking for beyond page 2 that we should put more effort into to improve rankings.<\/li>\n<\/ol>\n\n\n\n
The next step<\/h2>\n\n\n\n
Now that you\u2019ve conducted an SEO audit and taken care of basic SEO<\/a> hygiene, the next step is to audit your content<\/a> for content optimization<\/a> opportunities.<\/p>\n\n\n\n
<\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"This will be focused on completing a basic SEO audit…<\/p>\n","protected":false},"author":5,"featured_media":740,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[25,131],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-710","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-seo","8":"category-technical"},"yoast_head":"\n
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- Screaming Frog<\/a> OR Ahrefs<\/a><\/li>\n\n\n\n
![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-homepage-seo-audit-1024x563.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-mobile-sitespeed-score-seo-audit-1024x563.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-desktop-sitespeed-score-seo-audit-1024x563.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-opportunities-seo-audit-1024x510.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-http-https-indexing-seo-audit-1024x254.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-screaming-frog-seo-audit-1024x590.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-google-sheets-seo-audit-1024x560.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-content-type-filter-seo-audit-1024x794.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/beomniscient.com\/wp-content\/uploads\/2021\/03\/gong-indexed-pages-seo-audit.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-indexable-pages-screaming-frog-seo-audit-1024x524.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-indexed-pages-uncrawled-seo-audit-1024x923.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-title-tags-seo-audit-1024x525.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/beomniscient.com\/wp-content\/uploads\/2021\/03\/gong-update-title-tag-seo-audit.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-missing-h1-seo-audit-1024x525.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-h1-h2-seo-audit-1024x566.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-review-h1-seo-audit-1024x525.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-h1-update-seo-audit-1024x566.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/beomniscient.com\/wp-content\/uploads\/2021\/03\/gong-market-intelligence-keywords-seo-audit.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-missing-h2-seo-audit-1024x525.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-podcast-h2-seo-audit-1024x566.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-multiple-h1-seo-audit-1024x569.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-review-h2-seo-audit-1024x525.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-missing-meta-description-seo-audit-1024x525.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-meta-description-podcast-seo-audit-1-1024x225.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/gong-meta-description-update-podcast-seo-audit-1024x206.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/03\/analyze-organic-traffic-seo-audit-1024x315.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/beomniscient.com\/wp-content\/uploads\/organic-growth-model-1024x535.png\")
<\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"