Doing an SEO audit is the first step you should take after applying your search engine optimization strategy. With this you make sure that you meet the minimum premises to achieve the position you want in Google. Not only should you use the actions to optimize your website, you also have to consider this analysis to know if you are on the right track or if you require modifications.

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Auditing any project is an essential task, as it is the way to find possible errors and mitigate their consequences. Doing this process requires long hours of work and it is not a unique methodology, but I assure you that it is worth the effort.

Due to the aforementioned here, I explain in detail how to do a good SEO audit, so that you get more visits and achieve your goals. For this, later I will describe each of the steps that are part of that process, which are:
Analysis of the current situation

Key competitors
Indexing status
Structure analysis
Content analysis
Analysis of the WPO and mobile
Link profile analysis
Code analysis
Analysis of pages without traffic

What is an SEO audit?

The SEO audit is a detailed study of the factors that affect organic positioning. It consists of carrying out an analysis of the on page and off page area of your website to check if you meet the minimum requirements of search engine directives like Google or Bing. In the event that the answer is not as expected, it allows you to optimize the necessary aspects so that you obtain greater chances of positioning yourself.
To apply this process, you must use a large number of tools that facilitate the study and analysis of the necessary measurements of your Internet site. In this regard, I mention them in each step that I explain later so that you know which are the most recommended. Keep in mind that with the help of the audit you analyze more than 40 points that affect your ranking in the search engine SERPs.
Why is it better to do a manual SEO audit?

Many of the particularities of each web page are not taken into account by SEO tools, so I recommend that you always carry out the audit manually.
I recommend that you carry out a manual SEO audit because the tools that you can use to do it automatically do not take into account the particularities of each web page. Those tell you if you quantitatively comply with Google standards. However, they are not able to recognize the criterion of the buyer persona that you have applied on your website, or languages, etc.
Exemplifying the aforementioned, imagine that you modify robots.txt, to block some resources, in this case it is likely that the platform that automatically audits you considers it an error. All this without considering that you are actually doing it with all the intention to improve your position in Google.Keep in mind that the .txt file in our example is used to tell search engine bots which areas of your blog you want to be crawled and which ones not.
Another suitable example is in the case of the sitemap, the automatic auditing tool assumes it to be correct regardless of whether the process tracks and indexes your tags. This means that it is not optimized so that search engine bots better understand how your website is structured.
Steps to perform an SEO audit
Here I explain the steps you must follow to do a proper SEO audit . It is the best way to extract all the information you need to optimize what is necessary and position yourself on the web.
Analysis of the current situation
The analysis of the current situation is the first question you should analyze in an SEO audit. It is the best way to measure the impact of your positioning strategies. If you don't know where you are starting from, how do you know where you are going and the results you can obtain?
In this part of the process, I recommend using Google Analytics, Search Console, MOZ or any other similar. These resources will allow you to include the main metrics of your website so that you can observe and analyze the impact of your SEO actions.
With the tools described above, you will include the following in an Excel table or in any other resource:

MOZ Domain Authority
MOZ Page Authority
Bounce Rate.
Pages per session
Total pages of the sitemap
Average duration of the visit
Goals configured in Google Analytics, if they apply

Pages indexed in Google Search Console

I recommend that you cover an approximate time of 3 months of data so that you write them down. But if you notice that your visits are scarce, it is better if you take a longer period, for example 5 or 6 months.

Key Competitors

You should always analyze the key competitors that can cause you to lose search engine positions. Since the actions of the competition also affect your visibility, so you should be aware of them.

As an example of the above, if you perform some optimization on your content but it does not exceed the competition, you will have difficulties. With this you will have problems to be above these in the Google SERPs.
In this step you will need the following key data from the competitors:

Keywords positioned on the website
Total searches related to keywords
Estimated organic traffic
Domain and page authority
Average CPC
To measure the previously exposed data, I recommend that you use tools such as Small SEO Tools and Search Console. You also have payment options that are more complete and advanced such as Semrush and Ahrefs.

After having the aforementioned data, it is useful to put basic information about the competition. For example, name, address, products and services offered, physical or online location, so that they serve as a reference and you know it in greater depth. It is also a way of making a positioning map in which you visualize what you offer compared to those who compete with you in search engines.

Indexing status

Correct indexing allows search engines to use their resources optimally, which results in a better positioning for your website.
Indexing is the process by which search engine bots take relevant information from your web pages and place them in an index. In this way, when a user performs a search on the Internet, the latter is shown and with it the URLs that are there. This is why it is important to optimize your website so that it can be indexed.

Only important web pages should be indexed and that in one way or another add value to the organic positioning of your site on the Internet. Otherwise, irrelevant areas will consume your tracking budget without helping you improve your visibility.

As an example of the foregoing are the legal notice pages, contact form, subscription, among others. They are the ones that do not have any keywords to position and only serve to complement your web project without being useful to convert. In addition, it reduces the strength of the positioning and makes your optimization time less profitable.

Due to the importance of this step you can use two main tools such as Screaming Frog or Search Console, to know the status of the indexing. With the help of these you should look for the areas of your website that are traceable or can be indexed, differentiating these last terms. Tracking is what makes it possible for the pages of your online site to be visited by search engine bots.

You must check the traceability through the robots.txt file, while the indexability is verified through the sitemaps. In this case you have to analyze which areas of your website are or are not traceable or indexable and combinations of both. Then you have to use the aforementioned tools to know if the URLs that you consider necessary have changed their status.

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