3 Issues an SEO Audit of Your Website Could Uncover

By Geena Nazareth | Aug 2, 2016
More Articles by Geena

Does Your Website Really Need an SEO Audit?

If you are launching a new website and want to make sure it’s search engine optimized or your existing website has dropped in rankings or traffic, your website would likely benefit from an SEO audit.

“SEO best practices” are constantly evolving and becoming more technical. You may be unaware of many problems that may be impeding your website performance. Below are just a few issues that could be hindering your website’s organic performance that can be uncovered by an SEO audit.

Slow Page Load Time

Snail - edited

Why Is It Bad?

Page speed is one of Google’s ranking factors, and a slow loading page can be negatively impacted in search results.  Additionally, if a user clicks on your organic search results and the page does not load quickly, the user may abandon the page out of frustration, causing a lost opportunity.

Potential Causes

MANY factors that go into page load time, and your web pages could be loading slowly for any one factor or combination of them. Each of these factors are addressed separately in an SEO audit, including everything from image size to server response time. To learn more about the factors that could be affecting your page speed, read “PageSpeed Insights Help Part 1: The Speed ‘Fixes.’”

Duplicate Content

Twins - edited

Why Is It Bad?

Duplicate content is content that appears in more than one place on the internet. In some cases, this could be plagiarism, but when we talk about duplicate content on a particular website, we’re referring to a page that exists at multiple URLs within the website. The presence of duplicate content makes it difficult for search engines to determine which version (URL) should be receiving the SEO/link benefits and showing in search results.

Potential Causes

  • UTM Parameters
    • Adding UTM parameters to a URL for tracking purposes essentially creates a new URL for the same page
    • Example: https://www.example.com/examplepage and https://www.example.com/examplepage?utm_source=facebook&utm_medium=cpc
  • Print Pages
    • Print pages are printer-friendly versions of the content from the original page
    • Example: https://www.example.com/examplepage and https://www.example.com/print/examplepage
  • URL Structure
    • Due to the way your content management system is structuring/creating your URLs, some pages may exist at different locations
    • Example: https://www.example.com/productpage and https://www.example.com/productcategory/productpage
    • When your website is accessible at HTTP and HTTPS, the same content is being served on both versions
    • Example: https://www.example.com/examplepage and http://www.example.com/examplepage

Inaccurate Google Analytics Tracking


Why Is It Bad?

Inaccurate Google Analytics tracking can cause metrics such as revenue and conversions to be attributed to the wrong source in Google Analytics. Analytics data helps you gauge performance so you can adjust your efforts accordingly; therefore, incorrect data can result in misguided efforts and potentially wasted budget.

Potential Causes

  • Analytics tag is not present on every page of the website
    • If there is no tag on a particular page, you will not receive data for that page
  • Cross domain tracking errors
    • If you have multiple domains (e.g., third party checkout system) or subdomains (e.g., blog.example.com), you must have cross domain tracking correctly implemented in order to track a single session between those multiple domains
    • If cross domain tracking is not implemented, as a visitor moves from the primary domain another domain/subdomain, a brand new session will be started, which will result in incorrectly attributed self-referral traffic

Determining where your website currently stands and where it needs to go to achieve SEO success are the first steps to improving organic performance. At Marketing Mojo, our SEO audit consists of a thorough examination of your website and a diagnostic report that identifies issues and opportunities as well a guidance on how to address them.

Questions or comments?  Continue the conversation below.

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