Analyzing the seo of a site makes it possible in particular to know its positioning in the search engines, but limiting oneself to that is not really relevant in itself. And knowing how your site ranks on the internet is not such an easy thing if you are not familiar with SEO and all of its aspects. An increased difficulty if we do not have access to the various tools available to measure it or if we do not master them.
The challenges of being well referenced are numerous, and the SEO analysis of your site will give you an overview of its performance in ranking on search engines including Google, and will allow you to identify all the leads for improvement.
A website must always meet objectives which are often to provide you with a certain profit in its use: creating contacts, generating online sales, prospecting, notoriety, etc.
As a reminder, when we talk about SEO or Search Engine Optimization, we are talking about the organic seo of a site in search engines, that is to say, its ability to appear and position itself on specific requests. We then speak of optimizations to facilitate the indexing of the pages of a site thanks to the implementation of certain techniques. To obtain results and meet these objectives, the visibility of a site and its organic seo will play a capital role: namely generating traffic.
Indeed, to be able to capture visitors and generate leads, your site must be well positioned on search engines, and moreover, on business keywords, that is to say, which represent an interest among Internet users in relation to the activity of your company.
When we carry out an SEO audit of a site, it is therefore that we seek on the one hand to measure its level of seo on Google, which, it must be remembered, is the first search engine used in world.
On the other hand, this audit will also make it possible to identify the good and the bad points on criteria considered important and blocking for the seo of your site. At the end of the analysis of your seo, a list of actions classified by priority, will be established to correct and remedy the shortcomings of the site.
The goal of analyzing the seo of its site is of several types:
Measuring only the average position of a site on Google is of no interest to the extent that we can not justify this positioning, and say how to improve the seo of his site. So how do you analyze a site? As seen previously, it is in particular within the framework of a organic seo audit, that one identifies the performances of a site to be positioned on the search engines.
This analysis, more complex than it seems, is therefore based on the different aspects of a site's SEO which could be broken down as follows: Technical study, keywords, popularity, editorial and competition.
It is during an SEO audit that we can determine the performance of a site. To analyze the SEO of a website, we proceed step by step by reviewing each aspect of SEO and using the right seo tools:
Also called SEO technical audit, this step consists of measuring the technical performance of a site which plays a very important role for Google in its seo on its engine. Among other things, Google favors sites which stand out for their speed of display and which offer an optimized and thought-out user experience for Internet users. Technical points which, fortunately, for most of the time, can be easily corrected and therefore allow effective results to be obtained quickly.
These technical elements include ergonomics and display, site loading speed, site structure and information, quality of markup, indexing, links, etc.
This step consists of identifying the keywords that Google has indexed on its engine in relation to your site. This in particular this study which will highlight the possible problems in the contents and the editorial of a site.
Indeed, the keywords identified are linked to the content of the pages . These keywords reveal on the one hand the relevance and richness of your content: that is to say, do the identified keywords correspond to the activity of your company, and do they generate research, are there enough of them. And on the other hand, they make it possible to determine their accessibilitycompared to your competition. Positioning on certain keywords seems difficult or even impossible at first, and it will be necessary to adapt your keyword strategy to expressions that are less sought after but have real potential.
Once well positioned, it will then be easier to target the keywords, which yesterday were still inaccessible.
This step consists in evaluating the level of editorial quality of a site, that is to say overall its content. Content is what a site exists for, and what allows visitors to view and stay on your site. Most of the time, the concern with most websites that are poorly referenced is poor quality of content. It is therefore necessary to check for each page how the content is written, if it is not duplicated, if it corresponds to the requested page and therefore if it is sufficiently relevant, rich and offers the main keywords.
In the organic seo of a website, popularity is an important part. This step consists in measuring this popularity by quantifying and qualifying the links from external sites to the site to be audited (backlinks).
Usually what works for your competition should work for you. Here we are talking about marketing strategy, we are not talking about plagiarism or site copying but rather the way of doing things that allowed your competitors to rise very high in their SEO performance.
This step therefore allows you to better understand what makes the difference between you and your competitors, and to adapt your future actions accordingly.
There are many tools and web applications to analyze your website SEO. Even if some are very technical and will require several hours of training to master all the features offered, others will allow you to obtain a rapid measurement of your site's performance in its SEO. You will thus obtain the performance of your site in its SEO, and avenues to improve it.
On the other hand, some tools are very complete, even complex, and are not all free! You can still benefit from a test period but you will be limited in their functionality.
The interest in calling on web seo experts then takes on its full meaning:
Here are some essential Seo tools:
In conclusion, to properly analyze the SEO of your website, you must therefore rely on SEO skills and the use of several useful and complementary tools.