Google’s search engines use many variables to determine which pages of a website are displayed first in the search results. Although Google’s exact search engine algorithm is a closely guarded secret, there are proven strategies and techniques one can do to improve their standings in the search rankings.
The term for this is (SEO) Search Engine Optimization. With SEO, the organic search results (shown just below the paid ads) are where you want your business’ website ranking near the top. One of the most important foundational steps in the process is getting a Google SEO audit done on your website.
Considered the modern SWOT analysis for your business website (SWOT = strengths, weaknesses, opportunities, and threats,) SEO site audits are, in a nutshell, when someone is employed to examine a site with tools and their web expertise to pinpoint areas that need improvement.
The Importance of Google SEO Audits
Google’s Panda is a search filter that was introduced in February of 2011. It was designed to stop sites with poor quality content from getting ranking in Google’s top search results. Panda can adversely affect a website with thin, duplicate or low quality content.
Keeping the website up to date and optimized will keep the site out of Panda’s clutches. Google’s Penguin is a search filter that was designed to catch sites that are spamming their search results. These sites do this by buying links or getting them through link networks designed to boost Google ratings.
The Backbone of Google SEO Audits
SEO site audits are when a professional SEO company like ClickCentricSEO.com or an individual SEO expert is employed to examine a site with tools and their web expertise to indicate each of the four elements of SWOT.
There are many types of site audits. Here are some of the most common ones;
- Security Audits – For site vulnerability are especially important for high value and high risk sites.
- Red Flag Audits – Assesses a site for potential penalty issues.
- Site Health Audits – Assesses the general site health or when there is an issue of decreased traffic.
- Competitive Site Audits – Assesses site gaps with a sites competitors to see if there are any opportunities for growth.
- Penalty and Recovery Audits – Assesses when a site has been algorithmically or manually penalized.
- Attacked Site Audits – Assesses when a site has been attacked by negative SEO methods.
- Usability Audit – Assesses a website’s usability.
The Google SEO audit is a technical analysis of a website. Based on that analysis, internal linking and keywords are analyzed and evaluated. Off-site aspects of the website includes online reputation, competitors, external linking and movements on the market.
Ensure Your Site is Google-friendly & Rankworthy
Googlebot is Google’s web crawling bot, often called a spider. Google uses a huge array of computers to “crawl” for billions of pages on the web. Googlebot’s crawl begins with a list of webpage URLs, generated by previous crawl results and enhanced with data provided by webmasters.
By getting a SWOT analysis for a website, it offers an evaluation of the website’s strengths and weaknesses. This evaluation is critical for any business that want’s to ensure its website is Google-friendly and rankworth for SEO.
Strengths and weaknesses looks internally at the business and see what the business can do to succeed. While most of the analysis is very subjective, it can provide many benefits for a business. These include insight on how the business can grow and by understanding industry structure by using the SWOT analysis in a profitable business plan.