This first step aims to understand the current situation so that we can define the strategy that will have the greatest possible impact on your organic traffic. The audit is done from two distinct angles, specifically: 1) the current positioning of your site in the search results (SERP audit), and 2) the technical audit which will reveal opportunities for improvement “under the hood” of your site.
The positioning audit will reveal which queries—terms used by Internet users—your site is currently ranked for by Google. Search engine users click 99% of the time on the first page of results.
It is also important to find opportunities for keywords that are not currently indexed for your site. This is done via keyword research, another strategic service offered by ourGoogle Ads services.
This exercise allows us to identify targeted queries for which you want your website to rank on Google.
On-page SEO includes all changes to be made to the content, HTML tags, and the URL of a page on your website. Typically, this is to align the content and terminology used with the target keywords that were defined during the strategy phase. However, it’s important to avoid keyword stuffing (adding too many SEO keywords in one phrase or paragraph); in fact, this practice has not worked for a long time .
Although technical SEO is part of the changes made to the site itself—similar to on-page SEO— it alludes to the loading speed of the website, a much more influential ranking factor in the last few years.
In addition, technical SEO includes the notion of website URL structure, which needs to be easily crawled and understood by search engine robots. This is done via several technical elements such as the sitemap.xml, robots.txt files and structured data. General maintenance of your website is important as well, for example, to avoid 404 errors.
Fortunately, these factors provide a superior user experience and that’s no coincidence! Google’s ranking algorithm has evolved to increasingly consider user experience.
Off-page SEO refers to actions taken outside of your site to optimize its presence in search results.
The notion of domain authority and relevance is influenced by the presence of links on other websites that direct internet users to your site. This is commonly referred to as backlinks. This can happen naturally if your site offers quality content and is also done manually with specific initiatives.
This tells Google robots that your site is a reliable source of information. Backlink performance is tracked via a Domain Authority or Domain Rating score, depending on the SEO software used.