Understanding the Role of a Technical SEO Audit via @theGypsy
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Understanding the Role of a Technical SEO Audit
I've been in this "thing of ours" for 21 years now.
And for about 12-13 years of that, I've been doing audits (technical and forensic). A lot of them, too.
From mom-and-pop shops to Fortune 500s – I've been there and done that.
Over that time, my processes have evolved. Interestingly, SEO audits really weren't nearly as commonly talked about in the past as they are today.
Because, you know, everyone just went from "throw a few links at it" to "social signals" and every other new shiny toy that came along.
But lately, folks seem to be getting it.
So, let's talk about the mindset required to effectively do a technical SEO audit, shall we?
Cart & Horse Syndrome
This first thing to consider is that a lot of people seem to always focus on the tools and data and allow that to drive the audit that they're conducting. That's more than just a little bit backward.
We want to get a sense of the needs and goals of the website long before we even worry about which tools and data-sets we'll need to get the job done.
Nothing frustrates me more than seeing folks ask things like, "what's the best tool for doing SEO audits?"
No… just… no.
As for actual tools/data, I have a list of my preferred ones over here.
Cookie Cutter
Another thing one should never do is "cookie-cutter SEO" and that includes audits.
The SEO audit can vary depending on the budget the client has and the goals of the program and site.
If you are doing a stand-alone audit, it would likely be more comprehensive than one done as part of an ongoing program, such as a quarterly review.
Understanding the needs and limitations of the site is also going to play into how you go about it.
A national ecommerce site is going to have a different approach than a local service busines