SEO analysis is used by website owners to increase traffic and to find problems preventing this. The main idea of this analysis is to optimize the website to match requests of search engines, as SEO is Search Engine Optimization. This analysis mainly focuses on Google, as it is the primary search page used by 90% of users.
Optimization is focused on ranking the website in TOP sites for the related topic. Google provides a possibility to organically receive traffic if your website is in the first five websites for the particular query, which is for free. So, SEO analysis is focused on aligning the website so that Google understands all capabilities of the website.
SEO analysis could be performed in different ways: on-page SEO, off-page SEO, and technical SEO. On-page SEO focuses on the website’s quality, its content, the location and correctness of keywords, description of images, and proper installation of title tags. Off-page SEO checks how your page is refereed in other blogs and forums, social media, video, and other external backlinks. Finally, technical SEO focuses on the website’s design mistakes, speed, security, and mobile friendliness.
Off-page SEO is about external resources and how they are thinking about the website. Still, the results of this analysis directly depend on the results of on-page and technical SEO. Below are described top 5 SEO page mistakes preventing Google, and other resources rank the website the highest.
TOP 5 optimization mistakes
There are a lot of areas where the quality of the website can be improved; let’s focus on the main five as their impact is the biggest.
- Poor internal structure and lack of keywords
The main thing how search engines are ranking websites is related to the location of keywords. They should always locate in the titles as early as possible. Be sure that the URL of the webpage includes correct keywords, and it should not be long. Use on the website in the articles not only main keywords but also synonyms, increasing the number of readers. Website internal structure is based on the articles, their titles, so the clearer you make the title, the more straightforward navigation will be. It is essential to include internal links inside the website in your articles to show similar topics for the auditory and spread them.
- Slow site speed
The site speed determines the number of readers nowadays; the website is never popular without investing your time in analyzing metrics. The most crucial characteristic is page load time. Google itself provides some advice related to the subject.
The page load time can be delayed due to large image size, slow and complicated internal links, long CSS and JavaScript codes, too many plugins and add-ons. Such problems can be easily overcome by setting image size to 72 dpi or audit of all internal URLs.
Also, do not forget to store all media files in Content Delivery Network; the content will be downloaded for the visitor from the closest server. Additionally, turn on the caching to increase speed for returners. The aim of the downloading site should be 1-2 seconds, 7 seconds, and more is a poor result.
- Bad reviews
Negative ratings decrease ranks on search engines. Most of the product or service buyers check reviews (about 70%), and it is essential not only the ratio between positive and negative ones but also the total amount. The more reviews you have, the more reliable the product is and the longer it is on the market. Do not care to have only positive ones; it is suspicious; it is also good to have four-star reviews.
Do avoid the negative ones, as each negative review goes away with 20% of customers. Consider all negative reviews as objection handling and a chance to communicate with customers. All reviews should be immediately answered, significantly negative owns.
Be professional in all responses and promise to recover from bad experiences, show that you care about customers, and offer to fix the problem. Online brand reputation is crucial; encourage your real Customers to leave positive reviews, never order fake reviews.
- Duplication of content
The content plan is essential for effective site promotion. Do not post similar or identical content from other websites, as obviously it is a breach of copyright rights and does not bring the viewers, as they will go to the source.
Please do not make duplicate articles on your website; it confuses the search engine and decreases ranking. A good solution for creating catching articles is analysis of TOP results for the relevant area.
You will check the most popular topics of the closest competitors with the best ranks, understand the structure to improve your own. If you find a lot of ideas, you can create a content plan without duplication.
- Lack of optimization of a website for mobile
PC is going to the past, more and more users check websites from their mobile phones. More than 50% of Internet visits are executed now from mobile. The optimization for desktop and mobile is different.
For example, it should be considered that text reading on a website is different; in some cases, content should be changed into graphics, images, icons. Web developers should construct the mobile appearance; it could be two separate websites for desktop and mobile or adapting flexible layout for different screen resolutions, sizes, and devices.
The second scenario is more popular and is called a responsive design; this solution gives better site experience and ranking. The effectiveness of your web design can be checked by mobile SEO analysis.
How to perform SEO analysis
The above-listed mistakes can be easily found by professional SEO audit included all aspects affecting the ranking of a website in search engines. It is recommended that professional IT companies perform such audits as they have all the required software and receive a high-quality report with all details for improvement.
Nevertheless, on the Internet, there are a lot of guidelines to perform it manually. Anyway, SEO audit helps to increase website traffic and make it more profitable. SEO audits should be performed regularly as the website and the search engine mechanisms are constantly changing.
