What is an enterprise SEO audit?
An enterprise SEO audit is an in-depth review of a company’s website’s search engine optimization (SEO) performance. It evaluates various factors, such as keyword stuffing, URL structure, content optimization, and backlink management, to determine the site’s capacity to gain visibility and rankings in searches. The audit should also include a review of competitor websites to identify potential areas for improvement. Unlike SEO audits for small businesses that focus primarily on local SEO rankings, enterprise SEO audits are often more complex, as they cover multiple SEO campaigns and require expert insight when it comes to developing and implementing local and national SEO strategies. An enterprise SEO audit is an invaluable tool for businesses that provides a deeper understanding of a website’s position in terms of online visibility and search rankings.
What are the benefits of conducting an enterprise SEO audit?
1. An understanding of the SEO health of the website
An enterprise SEO audit can help in understanding the SEO health of a website by assessing its structure and content, examining its link profile, and analyzing its loading speed. By analyzing the website’s titles, meta tags, header tags, images, and other elements, potential issues that may be affecting the website’s ranking can be identified.
By assessing the number and quality of links pointing to the website from other external sites, any broken links or images that could be harshly affecting the website’s rankings can be uncovered.
Additionally, testing the website’s loading speed and highlighting any slow pages that might be driving traffic away will provide insight into how effective the website is for SEO purposes.
Overall, an enterprise SEO audit provides valuable insights into the business’s online performance and informs the development of an effective SEO strategy.
2. Identification of optimization opportunities
An enterprise SEO audit is an effective tool to identify optimization opportunities, as it helps to measure SEO performance and identify any technical issues that need to be addressed.
Through keyword research and analysis, businesses can develop a comprehensive content strategy and create content optimized for their target audience.
Additionally, competitor analysis can provide insight into what techniques are working well and what to avoid. A technical SEO audit should be conducted at regular intervals to ensure website performance and remove any technical issues, while content optimization can further improve website rankings and traffic. By combining keyword research, competitor analysis, content optimization and technical SEO, businesses can better identify optimization opportunities and create an effective SEO strategy for maximum performance.
3. A measurement of the website’s search engine performance
An enterprise SEO audit can help measure search engine performance by analyzing a variety of metrics, including:
- customer lifetime value
- keywords rankings
- organic traffic
- organic visibility
- and organic click-through rate.
These metrics can be used to establish goals, pinpoint sections of the website that need to gain search engine traffic and identify any cannibalization problems.
Additionally, an enterprise SEO audit can measure a website’s authority score, determine how much real estate its content is taking up in search engine results pages compared to competitors, and compare H1 tags, meta descriptions, and backlinks.
As a result, an enterprise SEO audit can be extremely helpful in measuring and optimizing a website’s search engine performance.
4. An analysis of the website’s user experience
An analysis of the website’s user experience can help with an enterprise SEO audit by improving key factors that search engines use to determine result positions.
These factors include website responsiveness, page loading time, website speed, and website accessibility compliance.
Ensuring that the website is mobile-friendly, has fast loading times, and is lightweight with minimal usage barriers, can significantly improve organic performance and help users find the information they are looking for faster.
Additionally, providing well-written website content and optimizing SEO logic can further increase traffic and conversions.
By optimizing for user experience, an enterprise SEO audit can help boost search engine rankings and drive users to conversions faster.
5. An understanding of the website’s architecture
An enterprise SEO audit helps to ensure the architecture of a website is fully optimized for SEO. By assessing the URL structure, content, layouts, and other technical aspects of the website, the SEO audit can identify areas of improvement and set up strategies to increase search engine rankings.
Additionally, the audit can identify potential security risks and help to protect the website from malicious attacks and data theft. By addressing these issues, SEO audits can make sure the architecture of a website is up-to-date and secure, giving website visitors the best possible experience.
6. A check of the website’s security and safety measures
An enterprise SEO audit helps ensure website security and safety by evaluating the current security protocols and monitoring user activity. It can identify issues with the website’s structure and content, as well as technical aspects such as encryption, secure authentication, access restriction protocols, and data storage and transmission.
Additionally, the audit can check for mobile-friendliness, HTTPS compliance, and a proper sitemap and internal linking structure.
By taking all these factors into consideration, businesses can be confident that their website is secure and protected from potential malicious attacks or a cyber-criminal activity.
7. Identification of keyword opportunities
An enterprise SEO audit can help identify keyword opportunities by evaluating the relevance of keywords to a business’s products and services, competition, and search volume.
It enables companies to target the right keywords, pages to be optimized to rank organically, and content to be created that meets searcher intent.
By conducting keyword research and compiling a list of relevant head terms and long-tail keywords, as well as looking at competitors who are already ranking well for the same keywords, companies can identify keyword opportunities that bring qualified leads to their websites.
Additionally, reporting capabilities can track changes in rankings and traffic to ensure the enterprise SEO strategy is working as intended.
8. Creation of a website optimization strategy
Conducting an enterprise SEO audit can be a crucial part of developing a website optimization strategy for an enterprise. By analyzing the strengths and weaknesses of a website, businesses can tailor their SEO campaigns to maximize their ROI.
Furthermore, regular audits can help teams direct time and resources to the optimizations that have the highest potential impact.
An audit should consider a variety of factors, such as
- Off-Site SEO
- On-Site SEO
- Keyword Research
- Technical SEO
- Website Migrations
- and Reporting & Analysis.
Additionally, businesses should optimize their existing pages by making sure that they are relevant to their customer base and that they are utilizing ideal SEO keywords.
Doing so will ensure that their website ranks well in search engine results and that they are recognized as an authority in their field.
9. Development of a content marketing strategy
Conducting an enterprise SEO audit can help in the development of a content marketing strategy by assessing current performance and determining what aspects need to be improved.
Through keyword research, competitive analysis, and a content audit, businesses can discover the topics and keywords that are most relevant to their target audience and create an effective content marketing plan that meets their objectives.
By optimizing the content for SEO with quality checks, businesses can ensure that their content is reaching their intended audience, helping to increase website traffic and leads.
10. An understanding of the website’s social media presence
An audit of the enterprise’s social media presence can help with SEO by allowing businesses to evaluate how they are perceived by the public. Through an audit, businesses can identify any areas of improvement and make sure that their content is properly optimized for search engines.
Through this process, businesses can ensure that their content is relevant to their target audience and that their website is optimized for user engagement.
Additionally, an audit can also provide businesses with insights into how their competitors are performing, which can help them identify strategies to gain an edge in the SERPs.
What are the steps on how to conduct an enterprise SEO audit?
Step 1: Process definition
Step 1: Build a search engine optimization audit checklist of all the elements you need to assess. This should include technical SEO elements such as: coding, page speed, redirects, HTML structure, and broken links. Additionally, you should check for UX understanding, competition research, and product intention mapping.
Step 2: Evaluate each SEO element carefully. This should involve assessing elements such as keyword research, content optimization, and link building. Analyze what needs to be done to improve the user experience, as well as understand how your product fits into search engine intentions.
Step 3: Make a plan for executing enhancements based on the outcomes of the audit. This should include developing and executing a strategy for improving website ranking, visibility, and overall performance. Additionally, you should be transparent with the team assignments made during the audit process.
Step 4: Define the website’s purpose, audience, and goals. This step is essential for conducting an effective enterprise SEO audit. Without a clear understanding of these details, it’s impossible to optimize for the right results. Take time to define the objectives, target audience, and desired outcomes of the audit before moving forward.
Step 2: Technical audit
Step 1: Analyze Your Site’s Architecture
The first step in performing a technical audit for an enterprise SEO audit is to analyze your site’s architecture. This involves looking for potential issues that could negatively impact the user experience and hinder search engine crawlers’ abilities. Make sure all pages are structured properly and are easy to navigate. Also, ensure that search engine crawlers are able to properly index the pages you want to appear in search results.
Step 2: Check For Crawlability Issues
The next step is to check for crawlability issues. Simulate how search engine crawlers would navigate the site to identify any potential issues. These may include broken links, redirects, or pages that are blocked from being indexed.
Step 3: Optimize for Page Speed
Page speed is an important ranking factor for Google, so you’ll need to optimize your site for maximum performance. Utilize Google’s PageSpeed Insights to check for improvements.
Step 4: Implement Best On-Page SEO Practices
On-page SEO practices are essential for optimizing your website for search engines. You should make sure all of the following elements are present on each page: title tags, meta description tags, heading tags, image alt text, schema markup tags, meta robots tags, and canonical tags.
Step 5: Continue Monitoring and Updating
Finally, you should continue to monitor the performance of your SEO audit and make necessary updates as needed. SEO is an ongoing process, so it’s important to stay on top of the latest trends and changes in order to remain competitive in search engine rankings.
Step 3: Content audit
An enterprise SEO audit requires a comprehensive approach to content optimization to ensure that websites are ranking well in search engine results. A content audit is critical in this process as it allows marketers to assess the quality and relevance of their website’s content, as well as its optimization with relevant keywords and phrases. By including natural keyword phrases and external links, as well as ensuring content depth, a content audit can help improve website performance and search engine rankings. Additionally, tools such as Google Analytics and BrightEdge can be used to monitor and track rankings and website traffic after the audit is completed. By conducting frequent audits, any areas that need improvement can be identified and content can be optimized to maximize SEO performance.
Step 4: Backlink audit
A backlink audit is an essential part of an enterprise SEO audit as it helps to identify authoritative sites that can provide quality backlinks. By analyzing a website’s backlink profile and its competitors, an action plan can be developed to enhance the website’s organic reach. This process helps to uncover potential linking opportunities and identify any broken links, thus strengthening your website’s credibility to search engine algorithms. Additionally, analyzing anchor text for each backlink helps to make recommendations in the audit report, which can be extremely beneficial for enterprise websites. Overall, a backlink audit can be instrumental in developing a successful SEO strategy and directing resources, time, and budget to the right optimizations.
Step 5: Content quality analysis
Content quality analysis is essential to an enterprise SEO audit because it helps to ensure that the website’s content is up-to-date, informative, and optimized with relevant keywords and phrases. Content should have adequate depth, as well as internal and external links, to make it as search engine friendly as possible. A content audit also looks for duplicate content, which can harm rankings. Additionally, content should be tailored to the target audience to provide value and engage users. By performing content quality checks, businesses can create SEO-friendly content that is informative and contains the keywords and phrases used in searches. Content should also be optimized for on-page SEO factors, such as metadata, keywords, and sub-topics. Lastly, content should be of high quality to help convert readers into customers. With the help of SEO tools, businesses can effectively audit their website’s content to ensure it meets the criteria for search engine rankings.
Step 6: Invoke planning for enhancement
How can an enterprise SEO audit help with enhancement?
Step 1: Build a search engine optimization audit checklist of all the elements you need to assess. This should include keyword research and analysis to identify any keyword opportunities.
Step 2: Evaluate every SEO element carefully. Use tools such as Google Analytics and BrightEdge to monitor rankings and traffic.
Step 3: Make a plan for executing enhancements based on the outcomes of the audit. This should include content optimization, removing any technical issues, and improving website performance and UI/UX.
Step 4: Invest in an Enterprise SEO Audit for a more in-depth report. This will provide a detailed report of the results of the audit and probable enhancements.
Step 5: Take action in improvising the state of the identified elements and create effective replacements or changes.
Step 6: Monitor your rankings and traffic with the help of SEO tools. Conduct in-depth audits on a regular basis to identify areas that need improvement.
Step 7: Look at your top competitors
Looking at your top competitors can help with an enterprise SEO audit by providing valuable data on their performance and tactics which can be used to inform your own SEO strategy. This can help you to identify keywords that your competitors are ranking well for and backlinks that they’re receiving, so that you can benchmark your own rankings, identify any on-page issues, and create an effective content marketing strategy to outperform your competitors. Through competitor analysis, you can gain a better understanding of the competition in your industry, as well as key user intent and trends, to ensure that your SEO strategy is aligned with your business goals.
Step 8: Analyze every element
Step 1: Identify the important content elements that need to be examined. It is best to invest in SEO Tools to identify the factors to be examined with ease.
Step 2: Analyze the keywords used in your website’s content. Make sure that the keywords you use are relevant to your content and also align with the target group’s research.
Step 3: Optimize your images. Make sure that all images have descriptive alternative texts and are compressed for faster page loading time.
Step 4: Check the URLs of your web pages. Try to make them short but descriptive and include the page’s primary keyword.
Step 5: Analyze the headings used in the content. Ensure that there is an H1 tag for each page and also consider the heading hierarchy.
Step 6: Analyze the Meta Description. Make sure that the Meta Description is convincing enough to make the target group visit the page.
Step 7: Divide the website into meaningful sections and analyze each section in detail.
Once the analysis is complete, take action in improvising the identified elements according to your research. Make effective replacements or changes to enhance the existing elements.
Step 9: Mobile friendliness testing
Mobile-friendliness testing is an essential part of an enterprise SEO audit as it helps to ensure that a website is optimized for mobile users. Mobile-first indexing, which Google now favors, requires that websites have a mobile-friendly design in order to rank well in SERPs. Responsive web design allows a website to adjust its layout to fit different devices, such as laptops, smartphones, and tablets. With google’s mobile-friendly test tool, website owners can determine if their page meets the criteria for mobile-friendliness.
In addition, optimizing for both desktops and mobiles is important, as more than half of website traffic is generated from mobile devices. If images don’t load quickly, videos aren’t have the right aspect ratio, or fonts are too large, mobile users will have difficulty navigating the website, leading to a poor user experience. Therefore, it is important to use mobile-friendly fonts that properly change size with the screen viewport size to ensure mobile SEO is up to par with Google’s standards.
Overall, mobile friendliness testing is a key component of an enterprise SEO audit, as it helps ensure that the website is optimized for mobile devices and provides a good user experience. By taking the time to test for mobile-friendliness and optimize for both desktops and mobiles, website owners can help their website rank higher in SERPs and increase traffic.
Step 10: Considerations while performing an audit
When performing an audit for an enterprise SEO campaign, there are a few considerations that need to be kept in mind. Firstly, it is important to prioritize audit items that will have a positive impact site-wide. Focus on ‘must haves’ rather than ‘nice to haves’ in the analysis. Secondly, it is important to have a checklist to ensure a thorough analysis. This could include things such as a Google Presentation deck to house findings and opportunities, and a Google Spreadsheet to compile necessary data. Lastly, it is important to have a spirit of curiosity to investigate the full SEO picture as well as uncover hidden issues and optimization opportunities.
In order to perform an effective audit for an enterprise SEO campaign, the following steps can be taken:
- Identify a list of key elements to include in the audit. This list should include factors such as technical SEO, content optimization, conversion optimization, and link building.
- Create a checklist to ensure that all elements are addressed during the audit. This could include a Google Presentation deck to compile findings and opportunities, and a Google Spreadsheet to compile necessary data.
- Conduct a thorough investigation of the website. This can be done by manually looking through the website’s content, as well as using various tools to expedite the process.
- Investigate the root cause of any issues that were identified. This requires a thorough understanding of the site’s architecture and information hierarchy.
- Compile a report of all findings and optimization opportunities, and present it to the team.
By following these steps, you can ensure that an effective audit is conducted for an enterprise SEO campaign.
The best 22 things to audit in your enterprise SEO tool after a complete SEO audit
1. Keyword Research
The importance of keyword research for an enterprise SEO audit cannot be overstated. Keyword research helps you identify which terms to use more often, and which long-tail keywords have the highest conversion rates. It also helps you discover profitable long-term keyword opportunities that can bring qualified traffic to your website. SEMrush is a great resource for keyword research as it provides a database containing over 21 billion keywords and allows you to input a single keyword to generate related long-tail keywords and niche combinations.
By understanding the target audience’s searching habits, you can select specific niche keywords that relate to your offers and optimize your site accordingly. It’s also important to check for keyword stuffing and cannibalization as these can negatively affect SERP rankings. Additionally, keyword research helps you create a keyword master list for your site, analyze metrics for up to 1,000 keywords at once, and gain insight into the search intent of your target keywords.
In summary, keyword research is a crucial step in the enterprise SEO audit process, as it helps you identify the terms that will bring qualified traffic to your website and boost your overall digital marketing efforts.
2. Search Engine Ranking Pages
A complete SEO audit should include an audit of the search engine ranking page analyzer. This audit should include an analysis of page rankings, page indexing, page experience, page optimization, competitor analysis, and mobile-first indexing.
Page rankings should show how each page is performing on major search engines like Google and Bing, as well as any changes in rankings over time. Page indexing should ensure that all pages are properly indexed and visible to potential customers. Page experience should measure elements such as page load speed, responsiveness, and user interface to give well-designed websites an advantage. Page optimization should involve updating pages with relevant keywords, increasing keyword density, and making sure pages are properly structured. Competitor analysis should highlight any keywords that competitors are ranking for and drive traffic to their site. Finally, mobile-first indexing should assess how well your site ranks for mobile searches and provide recommendations for making your website more mobile-friendly.
3. On-Page Optimization
An on-page optimization audit for an enterprise SEO tool after a complete SEO audit should include:
- Optimizing existing pages by taking all relevant keywords and conducting competitor analysis;
- Using ideal SEO keywords, especially long tail keywords, and creating new pages to focus on BOFU content;
- Ensuring proper heading tags are used and adding keywords to them;
- Adding unique metadata for each page, including meta titles and descriptions;
- Adding alt text to images with proper descriptions;
- Checking for technical SEO issues to make it easier for search engines to index content;
- Ensuring page experience is optimized by meeting Core Web Vitals standards;
- Structuring content properly and making it readable;
- Paying attention to aesthetics to improve user experience.
4. Site Architecture
Site architecture is an essential component of an enterprise SEO audit, as it plays an important role in helping search engines understand the context of each page. Properly structured URLs, with no invalid characters, can greatly improve a website’s rank in the search engine results pages. Additionally, a well-structured website is much easier for search engine crawlers to navigate and understand.
By making sure that content is grouped together properly and that there are no crawling issues, businesses can improve their search engine rankings and traffic. Furthermore, optimizing the website’s architecture to include structured data and targeted keywords can help to make the website more visible to potential customers.
Overall, a well-structured website is essential for enterprise SEO success. By outlining the different website templates and ensuring that the website architecture is optimized for search engine crawlers, businesses can ensure their website is properly indexed and ranked by the search engines.
5. Mobile-Friendly Site
The importance of conducting a mobile-friendly site audit after a complete SEO audit is paramount, given the increasing number of users accessing the internet from mobile devices. As Google has now shifted towards mobile-first indexing, having a mobile-friendly website has become a necessity for enterprises to rank well in search engine result pages (SERPs). In an SEO audit, technical aspects such as website responsiveness, page loading time, and user experience are evaluated to ensure that the website is optimized for mobile devices.
Additionally, page loading time is an important SEO factor, as it influences a user’s bounce rate. Search engines prioritize websites that load quickly, so it is essential to ensure that page loading times are kept to a minimum. Responsive web design is also important, as it allows a website to adjust its layout to fit different devices, such as laptops, smartphones, and tablets. By utilizing Google’s Mobile-Friendly Test tool, website owners can determine whether a page meets the criteria for mobile-friendliness.
All in all, conducting a mobile-friendly site audit after a complete SEO audit is necessary to ensure that your website is optimized for mobile use. This will ensure that users have a positive experience on your website, leading to increased engagement and potentially better rankings in SERPs.
6. Noindex Tag
The noindex tag is an HTML tag used in an enterprise SEO tool to tell search engine crawlers not to index a certain page. This is useful for pages that are not meant to be seen by the general public, such as those reserved for administrative purposes or containing sensitive information. The tag can also be used to avoid duplicate content issues or to keep certain pages from appearing in the search engine results. The noindex tag should be used carefully, as it can significantly reduce the visibility of a website in search engine results.
7. Canonical Tag
The canonical tag is an HTML element that allows webmasters to tell search engines which version of a web page should be indexed. This is important for an enterprise SEO tool audit because when multiple pages have similar content, Google may view them as duplicate content. By using the canonical tag, webmasters can tell Google which of the pages is the master version and should be prioritized in the search results. This helps to ensure that the most accurate and up-to-date version of your content is being seen and indexed by the search engines. Additionally, using the canonical tag can save resources and time, as you don’t need to manually update your content every time you make a change. It also ensures that your pages get the credit they deserve when they rank well in SERPs.
8. Image Optimization
Image optimization is the process of compressing images to reduce their size and improve the loading speeds of a website. This is important for an enterprise SEO audit because it can drastically boost website performance and improve user experience. Additionally, optimizing images includes providing descriptive “alt tags” which lets search engines know what the image is about, thus adding SEO value. Furthermore, content optimization is an integral part of any on-page SEO technique, and image optimization factors into that. It is important to monitor published content and make sure it is correctly utilizing keywords, while also maintaining a quality-to-quantity ratio. Properly optimized images ensure a smoother user experience and are also beneficial for mobile SEO as they can be tailored to different devices. Ultimately, this optimization step has a profound impact on how well a website will rank in search results.
9. Site Content Optimization
Site content optimization is a crucial part of any on-page SEO strategy. It is important to audit the content published on your website to make sure it is correctly utilizing keywords and providing quality content. Quality content is more important than quantity and should be created with the target audience in mind. SEO-friendly content should be engaging and contain relevant keywords and phrases, as this will attract website traffic and help boost search engine rankings.
An enterprise SEO tool audit should include a content quality check to ensure that all SEO factors are being considered. This includes checking for things such as metadata, keywords, sub-topics, competitor analysis, and page load times. These can have a huge impact on the user experience and website accessibility, which are essential for a successful website. Additionally, high-quality content that is well-written and includes keywords and internal/external links is key to increasing traffic and conversions.
Overall, content optimization is an essential part of any enterprise SEO audit, as it can help to boost website performance, user experience, and conversions.
10. Social Media Marketing
Social media marketing is the practice of leveraging platforms such as Facebook, Twitter, and Instagram to promote a business and its products or services. It’s a powerful tool for businesses to reach a larger audience, create conversations, and drive engagement. For an enterprise SEO audit, social media marketing is important because it can help boost website traffic, increase brand visibility and awareness, and improve search engine rankings.
Social media is a great way for enterprises to give new content a boost. Enterprises typically have a large following on social media channels which gives new content the initial traction it needs to gain popularity. Enterprises can use this to their advantage to increase their organic search rankings and attract more website traffic. Additionally, content shared on social media can draw attention to key topics, words, and phrases that users may be interested in. This helps enterprises to stay relevant and increase their visibility on search engine results pages. Furthermore, social media channels can serve as a direct connection to users, giving enterprises the opportunity to engage directly with their target audience and get valuable feedback.
Additionally, social media content can be used to inform and boost organic search engine optimization (SEO) efforts. It can help generate, ideate, and help in the creation of new topics for content, engage customers, and even directly influence targeted keyword rankings. By creating quality content for social media platforms, businesses can make sure that their content is seen and shared, which can result in more referrals to their website, driving even more organic traffic. In summary, social media marketing is an integral part of a successful enterprise SEO audit. It can help boost website traffic, increase brand visibility and awareness, and improve search engine rankings.
11. Email Marketing
Enterprise SEO is highly important for businesses of all sizes as it helps to improve brand presence, rankings, and organic traffic. By optimizing search engine results and driving organic traffic to their website, businesses can gain a significant advantage in the online marketplace. Email is often the most important conversion for enterprise SEO traffic because most of the traffic is upper funnel. Through email conversions, businesses can capture leads with whitepaper downloads and other lead magnets. This is a great way to convert top or upper-funnel traffic into meaningful leads and customers.
Email marketing and SEO traffic are a match made in heaven because they both focus on driving targeted, high-quality traffic to an online asset. By implementing a targeted email marketing strategy and utilizing SEO best practices, you can ensure that the traffic you are driving will actually be interested in your product or service. Through SEO, you can craft content that is optimized for search engines, giving you visibility in the relevant search results and driving more qualified visitors to your website. This content can then be used in your email marketing campaign to further increase awareness and engagement with your product or service. By combining SEO and email marketing, you can increase the value of each and ensure that your marketing efforts are working together to drive the highest quality traffic to your website.
What are the best features for email marketing audits in an enterprise SEO tool?:
- Email List Management: Ability to create, manage, and segment email lists to target specific segments of the customer base.
- Automation: Automated email campaigns to send personalized messages to customers and prospects.
- Analytics: Track the performance of email campaigns with detailed analytics on open and click-through rates, as well as engagement metrics such as conversion rates.
- A/B Testing: Ability to test various elements of emails, such as subject lines, content, images, and more, to determine what works best for your audience.
- Personalization: Tools to create personalized emails that speak directly to the customer’s interests and needs.
- Reporting: Regular reports that provide insights on email performance and the effectiveness of campaigns.
- Integrations: Ability to integrate email marketing with other digital channels for a more comprehensive view of customer behavior.
- Security: High-level security measures to protect customer data and ensure compliance with current regulations.
12. Site Performance Audit
A site performance audit is an important part of any enterprise SEO tool audit as it evaluates a website’s structure and content, and uncovers any foundational issues. By performing a comprehensive audit, businesses can gain valuable insights into their online performance and develop an effective SEO strategy.
Site performance audits are particularly important for enterprise websites, due to their large size and complexity. An enterprise SEO audit must go beyond a standard audit and take into account the website’s unique structure and processes. Audits can identify technical issues such as broken links, 404 errors, and duplicate content, as well as areas for improvement such as meta-titles, descriptions and alt tags that are missing.
In addition to checking technical details, an SEO website audit should also cover other essential elements such as site security, HTTPS compliance, sitemaps, indexed pages, internal linking and user experience. All of these components can significantly influence a website’s placement in search engine results pages (SERPs).
By conducting a thorough website audit, businesses can gain the insights necessary to formulate effective SEO campaigns and maximize their online presence. Regular audits are also important to ensure that any issues are addressed in a timely manner, as well as to keep up with the ever-evolving SEO landscape.
13. Website Audit
An enterprise SEO website audit should include a thorough investigation into the following elements:
- Utilizing a strong SEO website audit service to identify security vulnerabilities and determine the best security measures to take;
- Identifying pages that aren’t as secure as they could be (e.g. HTTP vs HTTPS URLs);
- A complete analysis of your website’s structure, content, and technical aspects;
- Sitemap creation, proper indexing of pages, and strong internal linking;
- HTTPS compliance and 301 redirects from HTTP to HTTPS;
- Utilization of the Google Lighthouse Chrome browser plugin;
- Utilization of SEO software tools including SearchAtlas, Ahrefs, and Screaming Frog;
- Website crawl, 404 errors, and necessary redirects redirect chains, orphaned URLs, broken links, hreflang errors, and canonical errors;
- Identification of priority keywords, all keywords (one topic per tab), optimization recommendations, and new content recommendations;
- Backlink analysis of existing backlinks and competitor backlinks;
- Page experience and industry-specific standards; and
- Utilization of the best SEO software tools for a more efficient audit.
14. Keyword Opportunities
Keyword opportunities are terms that can help businesses increase their search engine visibility and attract targeted traffic. They are identified through a keyword audit, which involves examining and evaluating keywords based on their relevance, competition, and search volume. To properly optimize keywords, it’s important to understand the target audience’s searching habits and to target specific niche keywords that are related to the business’s products or services. It’s also important to avoid generalized keywords, keyword stuffing, and cannibalization. With the help of keyword gap analysis and tools like SEMrush’s Keyword Magic, businesses can identify profitable and long-term keyword opportunities that can help them with their enterprise SEO audit. With the right keywords and the appropriate tracking and reporting, businesses can improve their rankings and generate qualified leads.
15. External Links
External links, also known as backlinks, are links from other websites that lead to your website. They are important for an enterprise SEO audit because they are a major factor in determining the trustworthiness of your website. Search engine algorithms use external links to measure the credibility of your website and determine its ranking. Having quality external links from higher-ranking, authoritative websites can increase the relevancy of your website, helping it to rank higher in search engine results. It is important to regularly audit your external links to ensure that they are from reputable sources and not from spam sites, those with viruses and malware, etc. In addition, it is important to monitor the quality of links, as having too many low-quality links can result in search engine penalties.
16. Google Search Console
When conducting a complete SEO audit, it is important to audit Google Search Console to ensure that your website is properly indexed and optimized. There are several things to check, such as error codes, indexing, website performance and goals, technical issues, backlinks, content recommendations, keyword topics, and competitor analysis. URL inspection should be used to review individual templates. Error codes can also be checked to make sure Google is indexing your pages correctly. Website performance and goals should be monitored to see how your ranking has changed over the last reporting period, as well as to identify which keywords will have the most ROI if targeted. Technical issues like XML sitemaps, robots.txt, mixed content, redirect chains, 404 errors, orphaned URLs, broken links, hreflang errors, and canonical tag issues should also be examined. Structured data errors, site structure/navigation, and core web vitals should also be looked into. Additionally, content recommendations for title tags, meta descriptions, H tags, and image optimization should be made. Finally, a SEO Roadmap should be created and SEO audits should be conducted more than just one time to ensure consistent optimization. Tools like DeepCrawl, Screaming Frog, Ahrefs, Google Search Console and Cora can be used to audit your website.
17. Bing Webmaster Tools
Auditing Bing Webmaster Tools during a complete SEO audit can be highly beneficial for enterprise-level businesses. With Bing being a major search engine, it is important to include its analytics in any SEO strategy. Through Bing Webmaster Tools, businesses can gain insight into their page rankings, as well as how their rank has changed from the previous period. Additionally, Bing Webmaster Tools offers a variety of features such as URL inspection, error code review, and indexing to help diagnose any potential problems. Furthermore, search volume data is provided for businesses to identify the most profitable keywords to target. Utilizing enterprise-level SEO tools, such as BrightLocal and WooRank Enterprise, can further enhance the success of a business’s SEO audit. BrightLocal can provide localized ranking results and search data, making it easier to target specific audiences. Similarly, WooRank Enterprise offers a comprehensive audit of a website’s performance, real-time alerts, and expert-level analysis. By auditing Bing Webmaster Tools during a complete SEO audit, businesses can take advantage of the many benefits of SEO, such as increased website traffic and improved visibility.
18. Mobile Optimization
Mobile optimization is the process of ensuring that a website is optimized to be as user-friendly as possible on mobile devices. This includes optimizing the content, design, and structure of the website to ensure it works well and looks great on a variety of mobile devices. For an enterprise SEO tool audit, mobile optimization is key because it can affect a website’s ranking in search engine results. With more than half of website traffic coming from mobile devices, the need for mobile-friendly websites has become increasingly important. Google has been shifting towards mobile-first indexing, meaning that it primarily crawls and indexes the mobile version of a website as opposed to the desktop version. Thus, to rank well in SERPs, it’s crucial for websites to have a mobile-friendly design. In order to properly audit a website for mobile optimization, search engine crawlers must be able to access the website’s mobile version and the page load speed must be fast enough to provide a good user experience. Additionally, the content must be optimized for mobile users, including using mobile-friendly fonts and images that load quickly. Enterprise SEO solutions should perform site audits to quickly identify any issues that could be hurting a website’s mobile rankings. Mobile optimization is an important factor in website SEO and should be taken into consideration during SEO audits.
19. Google Structured Data Markup
Google Structured Data Markup is a specialized language used by search engines to understand the content of web pages. It helps search engines display visual features on the SERP, making websites more visible and more likely to gain organic traffic. Structured data is essential for local business listings and is a key part of local SEO. This type of markup should be included in an enterprise SEO audit to ensure that the website is optimized for user engagement and search engine rankings. The markup should include targeted keywords and phrases, as well as meta titles and descriptions that are no longer than 60 characters in length. Additionally, the meta descriptions should be 160-character snippets and should include at least one keyword or phrase. Using structured data markup also helps optimize title tags, which are the first thing search engines and users see when they look at a SERP. Furthermore, having unique meta descriptions per page is important to avoid confusion and help search engines better understand the content.
20. Google Structured Data Markup
Google Structured Data Markup, also known as schema, is a language that helps search engines better understand webpage content. This language is essential for an enterprise SEO audit, as it allows Google to display visual features on the search engine results page (SERP), as well as impacts local business listings and local SEO. Without proper schema, a website could lose visibility on the SERP. Additionally, search appearance can be improved by using structured data to help search engines understand a webpage’s content, thereby improving its chances of being picked up by Google’s algorithms and increasing organic traffic. To avoid the risk of a Google penalty, it is important to follow structured data guidelines, test the website before launching it, and disavow any spammy links. Additionally, meta titles and descriptions should be relevant and concise, and structured data should be properly optimized. All of these elements work together to improve a website’s visibility on the SERP.
21. SEO Campaign Strategy
An SEO campaign strategy audit is an essential component of a complete SEO audit. It allows marketers to assess the performance of their marketing efforts, determine how they can be improved, set SMART goals, and map out a plan to reach those goals. The audit should start with content auditing, competitive analysis, keyword research and analysis, and content marketing strategy. These strategies help marketers identify the keywords most relevant to their business, evaluate on-page optimization tactics, and develop a content marketing plan. Without an SEO audit, marketers would not be able to identify content gaps or technical issues that could be hindering the performance of their website. An SEO audit helps marketers to create a winning digital marketing strategy that will help their website to rank in search engine results and capture more website traffic, which will ultimately lead to more revenue.
22. Content Audit
A content audit is a critical step for any enterprise SEO tool audit, as it helps to ensure that the content added to a website is of high quality, relevant, accurate, and readable. An audit is conducted to assess the quality of the content, its relevance, accuracy, and readability. Additionally, a content audit also examines how well webpages have been optimized with relevant keywords and phrases to boost search engine rankings. Content optimization is key to helping establish a business as an authority in its field while maintaining consistency with the brand.
The main purpose of a content audit is to identify areas of improvement when it comes to SEO. It helps to detect any duplicated content, or incorrect keyword usage and helps to improve website performance and user experience. Conducting an enterprise SEO audit helps to identify any weak points in the content strategy and can correct issues that may be preventing the website from achieving higher rankings. A content audit is an essential tool for an SEO audit, as it can give a clear picture of how the website is performing and how it can be improved.
23. Audit Results and Recommendations
The results and recommendations of an enterprise SEO audit are typically broken down into four primary areas: Technical Audit, Content Audit, User Experience (UX) Audit, and Competitive Analysis.
Starting with the Technical Audit includes a website crawl to identify 404 errors and redirects, as well as broken links, hreflang errors, and canonical errors. The audit should also include recommendations for site architecture and a review of existing and competitor backlinks.
The Content Audit should focus on priority keywords, optimization recommendations, and new content recommendations. It is important to avoid audits run by machines that are presented in an Excel sheet or PDF without explanation or prioritization.
The User Experience Audit should be focused on improving the engagement of the website by providing a contextual understanding of the product and search intent. It should also include transparent team assignments and focus on results rather than just process.
Finally, the Competitive Analysis will provide an understanding of both direct and indirect competitors in order to create a comprehensive SEO strategy.
The audit results and recommendations should be housed in a Google Presentation deck and Google Spreadsheet, in order to ensure visibility and provide a central task management overview for the members of the team.
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The purpose of an Enterprise SEO audit is to evaluate the current SEO elements on a website and determine its effectiveness in order to optimize performance and improve its search rankings. The audit process focuses on several aspects such as keyword stuffing, URL structure, content optimization, and backlink management. It also involves a review of competitor websites to identify potential areas for improvement. Enterprise SEO audits are more complex than those for small businesses since they involve multiple SEO campaigns and need to take into account the global or national scale of the website competing. Ultimately, the goal of any Enterprise SEO audit is to achieve efficiency and better performance in order to achieve maximum results.
When it comes to conducting an Enterprise SEO audit, it’s important to find the right tools for the job. It’s important to note that the tools you use don’t really matter, as long as you can obtain the accurate, expert-level analysis. Here are some of the top tools used for Enterprise SEO audits: DeepCrawl (Lumar), Screaming Frog, Ahrefs, Search Console, Cora, and SEO clarity.
DeepCrawl / Lumar is an enterprise SEO tool that helps analyze and optimize content, links, and metadata, as well as crawl a website. Screaming Frog provides a comprehensive SEO audit, including keyword research and analysis, backlinks analysis, content gap analysis, performance tracking, and technical issues. Ahrefs is a powerful SEO suite that allows users to track their website’s performance, analyze competitor backlinks, identify potential link-building opportunities, and more. Search Console provides webmasters and marketers with insights into their website’s search performance, including keyword rankings and organic search traffic. Cora is an advanced audit tool that provides automated analysis of webpages and can detect technical errors and other issues. Lastly, SEOclarity is a powerful all-in-one SEO platform that offers real-time competitive insights and analysis, as well as a comprehensive SEO audit.
By using any one of these tools, you can be sure to get the most comprehensive and accurate analysis of your website’s SEO performance. Once the audit is completed, you can use SEO tools such as Google Analytics and BrightEdge to monitor rankings and traffic. Finally, it’s important to perform regular audits to identify areas that need improvement.
An Enterprise SEO audit should include data such as keyword targeting and usage, indexed pages, URLs, title tags, meta description tags, and headings. Keywords should be terms that qualified leads search when looking for information about your industry, company, products, or services and should have sufficient search volume. URLs should accurately describe the contents of the page, should be no longer than five words, and should include the main keyword you want to rank for. Title tags should be unique to each page, less than 60 characters long, and contain the target keyword. Meta descriptions should be unique to each page, no more than 155 characters long, and contain the target keyword. Headings should help organize the content and describe the contents of the page, with the H1 tag functioning similarly to the title.
hen performing an enterprise-level SEO audit, there are many key elements to look for. First, examine the keywords that are being targeted. Make sure that the keywords are terms that qualified leads will use when searching for information about the industry, company, products, or services. Additionally, make sure that the keywords have enough search volume. Short-tail keywords are more difficult to rank for, but can bring in a lot of qualified traffic.
Additionally, check that keywords are being used appropriately on the website. Make sure that there are no missed keyword opportunities, but also avoid keyword stuffing. The target keyword should be included in the body copy of the page, with one instance in the first 100 words. Related keywords should also be included.
Moreover, make sure that Google is indexing the pages. If pages are not being indexed, there may be an error or Google may not have found the page yet. To check for indexing errors, use our SEO Checker and the Index Coverage report in Google Search Console. If the page is new, then it must be submitted to Google.
Next, verify that the URLs are SEO-friendly. The URLs should accurately describe the contents of the page, and should include the main keyword that the page is trying to rank for. Additionally, the URLs should be no longer than five words, should use hyphens, only lowercase letters, and no other special characters.
Title tags should also be present on each page, and should be unique. The title tag should be brief and accurately describe the content of the page, and should be less than 60 characters long, including the target keyword.
Meta descriptions are also important, as they appear on SERPs and help to convince users to click through. Each page should have a unique meta description that briefly describes what the page is about, and should be no more than 155 characters long and contain the target keyword.
Finally, headings should be used to organize the content and accurately describe the page. The H1 tag is the primary tag and should be similar to the title, describing the main topic of the page. Additionally, H2s, H3s, H4s, and other header tags may be used to organize the content.
- Keyword Research: Start by conducting extensive keyword research and analysis to identify the most relevant search terms and phrases for your business.
- Content Strategy: Map out keywords and keyword opportunities to create a cohesive content strategy.
- Content Creation: Create content that is niche-specific and of high quality to attract qualified leads.
- Content Optimization: Optimize content for the relevant keywords and phrases identified in step one.
- Technical Issues: Resolve any technical issues that may prevent your site from achieving higher rankings, such as canonicalization errors and duplicate content.
- Performance Tracking: Use SEO tools such as Google Analytics and BrightEdge to monitor your rankings and traffic.
- Regular Audits: Conduct in-depth audits on a regular basis to identify areas that need improvement.
What are the best practices for keyword use in an Enterprise SEO Audit? [Step-by-step instructions]
Step 1: Target keywords that bring qualified leads to your site. Make sure the keywords have sufficient search volume and are terms that qualified leads would search for when looking for information about your industry, company, products, or services.
Step 2: Use keywords appropriately on your site. Include your target keyword in the body copy of your pages, and try to have multiple instances of the target keyword, including one in the first 100 words of the copy. You may also want to include related keywords.
Step 3: Make sure your URLs are SEO-friendly. Your URLs should accurately describe the context of the page and include your target keyword. The URL should also be no longer than five words and should use hyphens to separate words. Use only lowercase letters.
Step 4: Check that every page has a unique title tag that is less than 60 characters long and contains your target keyword.
Step 5: Check that every page has a unique meta description that is no longer than 155 characters and contains your target keyword.
Step 6: Make sure that every page has an H1 tag. Include keywords in your headings while maintaining readability.
Step 1: Benchmark Your Rankings and Understand Your Competitors
Before beginning any enterprise SEO audit, it’s essential to benchmark your current rankings and understand your competitors. You can use a tool to get a general idea of who your top competitors are and then track their rankings over time. Tools like SEMrush and Ahrefs can help you track your progress and observe how well you’re doing compared to your competitors.
Step 2: Analyze Your Content Strategy
Keyword research and analysis are essential during an enterprise SEO audit. Once you have a good understanding of your keywords, you can begin to plan your content strategy, creation, and optimization. Tools like Brightedge can also help you track your content performance and organic traffic growth.
Step 3: Check Technical Issues
Manual penalties and algorithm updates can stop your website from ranking. An enterprise SEO audit can help you identify any technical issues or broken links that may be preventing your site from achieving higher rankings. It will also check how quickly your pages are loading and identify any slow pages that may be driving away traffic.
Step 4: Analyze Backlinks and Rankings
Finally, you’ll want to analyze your backlinks and rankings. Tools like Ahrefs and Majestic can be used to check the number, quality, and diversity of your backlinks. This will help you understand which sites are linking to your website and how authoritative they are. By understanding these factors, you can identify any weaknesses or opportunities in your backlink profile.
The most important SEO tools during an Enterprise SEO audit are Google Analytics, BrightEdge, keyword research and analysis, SEO Checker, the Index Coverage report in Google Search Console, and title and meta description tags. Google Analytics can help monitor rankings and traffic, while BrightEdge can conduct in-depth audits to identify areas that need improvement. During keyword research and analysis, you should target keywords that bring qualified leads to your site and have sufficient search volume. The SEO Checker can detect indexing errors, while the Index Coverage report in Google Search Console helps determine where your page will appear in search results. Title and meta description tags should accurately describe the contents of the page, be no more than 60 characters long and 155 characters long respectively, and contain the target keyword for the page.
What are the key components of a successful Enterprise SEO audit? [Expanded list]
An effective Enterprise SEO audit should include the following components: keyword targeting, keyword use, indexed pages, URLs, title tags, and meta description tags.
To ensure a thorough audit, additional elements should be considered, such as optimizing page titles and meta descriptions, creating internal and external linkages, optimizing images and videos, ensuring site speed and mobile friendliness, setting up site mapping, monitoring website performance and analytics, evaluating the competition, and ensuring content quality.
Each component is important to the overall success of an Enterprise SEO audit. Keyword targeting involves researching and choosing relevant search terms and phrases that fit the company’s industry and target audience. Keyword use should be implemented in page titles, URLs, meta descriptions, and body copy. Indexed pages should be monitored to ensure that Google has crawled and indexed them properly. URLs should be optimized for SEO and should accurately describe the contents of the page. Title tags should be unique, brief, and contain the target keyword. Lastly, meta descriptions should be no more than 155 characters, should accurately describe the page, and contain the target keyword.