Intermediate Midsize SEO Audit


This informative guide emphasizes the importance of conducting an Intermediate SEO Audit to optimize your website’s performance. It explains how this deep-dive research helps analyze search console performance, non-brand traffic, and grouped traffic analysis. These analyses identify areas needing optimization on your site. Furthermore, it covers key aspects to ensure optimal configuration through a comprehensive technical audit, as well as recognizing critical content issues with a thorough surface content audit. Implementing these audits will uncover opportunities for enhancing site visibility and enriching user experience, leading to better rankings and increased organic traffic.

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Curious about your website’s performance? It’s crucial to understand its organic visibility in search engines. This insightful article delves into the importance of conducting an Intermediate SEO Audit, a tool that provides detailed information about your website’s organic performance. It offers important insights by examining data from your Google Search Console performance, analyzing non-brand traffic data, and grouped traffic analysis. Additionally, the article highlights the significance of a technical audit to ensure optimal configuration for SEO performance and a content audit to identify key content issues.

Intermediate SEO Audit

Revised Analysis/IncludesDescriptionPriority (1-5)Impact on WebsiteDifficulty
Initial Analysis of Search Console DataThis involves the initial review of Google's Search Console data for the website. It provides insights about website's performance in Google Search results.1HighLow
Segmented Query Analysis via Search ConsoleAnalysis of search queries leading to the website, broken down into different segments to identify performance patterns.3MediumMedium
Device-specific Non-branded Query/Impression Analysis in Search ConsoleAnalyzing the data from Search Console based on the device used, excluding brand-related queries.3MediumMedium
Analysis of Keyword/Query ProgressionExamining keyword trends and patterns over time to predict future performance.2HighMedium
Analysis of Competitor's Performance on SERPs Over TimeTracking competitors' website performance in search engine results pages (SERPs) over a specified time period.4HighMedium
Analysis of Website IndexingEvaluation of a website's index status, ensuring all essential pages are appropriately crawled and indexed by search engines.1HighLow
Analysis of Supplemental and Excluded ResultsAssessment of supplemental or omitted search results, which can help identify potential website issues that affect visibility.2HighMedium
Performance Analysis of Queries at Page LevelEvaluating the performance of individual pages based on specific search queries.4HighHigh
Initial Audit of Website ContentThe first comprehensive review of website content to assess its relevance, quality, and SEO effectiveness.1HighLow
Alignment Analysis between Query and Landing Page RelevancyChecking if the content on landing pages matches the search queries leading users to them.4HighHigh
Analysis of Site's URL StructureExamination of the structure of the website's URLs to ensure they are SEO-friendly and logical.1HighMedium
Evaluation of URL ConsistencyChecking the uniformity of URL structures across the website, important for a cohesive user and crawler experience.2HighLow
Comprehensive Evaluation of Tags (Canonicals, HREFLANG, etc.)Comprehensive audit of website tags including canonicals, HREFLANG tags etc, to ensure proper implementation and to avoid SEO issues.2HighMedium
Coverage Analysis via Search ConsoleAnalysis of the 'Coverage' report in Google Search Console to check for any pages experiencing indexing issues.1HighLow
Performance Analysis of Titles (CTR) / Title RewritesAssessment of title tag effectiveness, analyzing click-through rates (CTR) and suggesting rewrites where necessary.3HighMedium
Evaluation of Meta DescriptionsReviewing meta descriptions for each page to ensure they are enticing and include relevant keywords.3HighLow
Site Crawling and Header Codes ReportCrawling the website and checking HTTP status codes to identify and rectify any issues.2HighMedium
Analysis of Redirections and Redirect ChainsAnalysis of the website's redirects to ensure they are implemented correctly and no redirect chains or loops are occurring.1HighMedium
Audit of Internal Link StructureReview of the website's internal linking structure to ensure optimal user navigation and link equity distribution.4HighMedium
Evaluation of Heading Usage and Content RelevanceChecking heading tags (H1, H2, etc.) usage and their relevance to the overall page content.3HighHigh
Review of Page Accessibility ElementsEvaluation of elements impacting page accessibility, like load times, mobile-friendliness, etc.2HighLow
Evaluation of Site Navigation and FooterExamination of the website's navigation structure and footer design to ensure a positive user experience.2HighMedium
Evaluation of SubdomainsExamination of subdomains for potential SEO issues or opportunities.4MediumHigh
Analysis of Link Performance and Distribution Over TimeAnalysis of the website's link profile, how it has changed over time, and its impact on SEO performance.4HighHigh
Audit of Anchor TextsReview of the anchor text used for internal and external links to ensure relevance and avoid over-optimization.3MediumMedium
Review of Link SpamChecking for any spammy or low-quality links pointing to the website that could negatively affect its SEO.2MediumLow
Checking of Google TagsChecking the implementation and functionality of various Google tags on the website, such as Google Analytics, Google Tag Manager, etc.2MediumLow
Initial Audit using Google AnalyticsThe first comprehensive review of Google Analytics data for insights into user behavior and website performance.1HighLow
Summary of Overall SEO PerformanceA summary of the overall SEO performance of the website, providing a holistic view of its current state.1HighLow
Analysis of Aggregated Query/Click to Query VolumeA consolidated analysis of search query data, comparing clicks to query volumes.4HighMedium
Audit of Primary and Secondary ImpressionsExamination of primary and secondary impressions from search results, assessing visibility and CTR.3MediumMedium
Evaluation of Query Intent to Landing Page CorrelationEvaluating the relevance of landing pages to the search intent of incoming queries.4HighHigh
Internal Link Evaluation via Search ConsoleAnalysis of internal linking data from Google Search Console, checking for issues or opportunities.3MediumLow
External Link Evaluation via Search ConsoleAnalysis of external linking data from Google Search Console, assessing for quality and relevance.3MediumLow
Evaluation of Content in Above Fold, Centre Fold, and Below Fold AreasAnalysis of content placement on the webpage, comparing above-the-fold, center-fold, and below-the-fold sections.2HighMedium
Evaluation of Domains Linked to Known BrandsExamination of other known brand-associated domains for potential SEO opportunities or conflicts.5MediumHigh
Suggested GuidelinesProviding clear and actionable SEO recommendations based on the audit findings.5HighLow
Prioritized List for SEO Issue ResolutionCreating a prioritized list of SEO issues that need to be addressed to improve website performance.1HighLow
Changes Over Time Analysis of SERPAnalysis of changes in Search Engine Results Pages over time and how they impact the website's visibility.4MediumHigh
Topical Analysis using Natural Language ProcessingUsing Natural Language Processing for topic modelling and understanding, to optimize content for relevance and SEO.5HighHigh
Engagement Factors Analysis for Landing PagesReviewing user engagement factors on landing pages, such as bounce rate, time on page, etc, to optimize for user experience and SEO.4HighHigh
Evaluation of Content in Secondary Inbound LinksReviewing the content of secondary inlinks (links one step away from the main page) to ensure it's relevant and adds SEO value.4HighMedium
Opportunities at the Edge of RankingIdentifying opportunities to optimize pages that are ranking just below the first page of search results (the "striking distance") for specific keywords.5HighMedium

Understanding your website’s organic performance

Attracting organic traffic is crucial for the success of any website. Conducting an SEO audit is a valuable tool in optimizing its performance. An intermediate SEO audit goes beyond basic analysis and provides a more detailed overview of your website’s current organic profile.

One key aspect this audit focuses on is search console performance. It examines the data from Google Search Console to gain insights into how your website is performing in search engine results. This includes analyzing important metrics such as impressions, clicks, click-through rate (CTR), and average position. Understanding these metrics helps identify areas where your site may be underperforming and make necessary improvements.

Another important element of this audit is assessing non-brand traffic. Non-brand traffic refers to visitors who discover your website through generic keywords rather than searching for a specific brand name. Analyzing this traffic allows you to see which keywords drive the most visits to your site and determine if there are any missed optimization opportunities.

Additionally, grouped traffic analysis is conducted during this intermediate SEO audit. Grouped traffic analysis involves categorizing different types of searches based on user intent or query types (such as informational, navigational, or transactional). Understanding how users find and interact with your site based on their search intent helps tailor your content and optimization strategies accordingly.

To present these findings clearly and informatively, this intermediate SEO audit includes one set of Google slides with a detailed breakdown of your current organic profile. These slides provide visual representations of the data collected during the audit process, making it easier to understand key takeaways at a glance.

Overall, an intermediate SEO audit delves deeper into understanding your website’s organic performance by examining aspects such as search console performance, non-brand traffic analysis, and grouped traffic analysis. This comprehensive approach helps uncover potential areas for improvement, enhancing the visibility and success of your website in search engine rankings.

Technical audit: Ensuring optimal configuration

When optimizing your website for search engines, technical aspects play a crucial role in determining your ranking on search engine result pages. A comprehensive technical audit is essential to ensure that your website’s configuration is set up correctly for optimal SEO performance. With this audit, you can identify any issues or errors that may hinder your website’s visibility and take the necessary steps to address them.

One primary component covered in this technical audit is the analysis of your website’s site structure and navigation. A well-organized and logical site structure makes it easier for search engines to crawl and index your webpages, resulting in improved visibility. The audit evaluates whether your URLs are properly structured, if there are any broken links or redirects that need fixing, and if there are any duplicate content issues.

Another important aspect examined during the technical audit is the optimization of metadata on each webpage. Metadata includes elements such as page titles, meta descriptions, header tags (H1-H6), and alt attributes for images. These elements provide important information about each page’s content to both users and search engines. The audit assesses whether these elements are optimized with relevant keywords while adhering to best practices.

Furthermore, the technical audit also looks into factors like website loading speed and mobile-friendliness. Both of these aspects have become increasingly important factors in Google’s ranking algorithm. Slow loading speeds can negatively impact user experience, leading to lower rankings on search results pages. Similarly, with the majority of internet users now accessing websites through mobile devices, ensuring that your site is responsive across different screen sizes is crucial for SEO success.

The back-end infrastructure of your website also plays a significant role in its overall performance from an SEO standpoint. This includes factors like server response time, XML sitemap setup, robots.txt file presence and accuracy, domain canonicalization (www vs non-www), HTTPS implementation (a secure browsing experience), and more. The technical audit evaluates these components to identify any issues that need attention.

In addition, the audit also takes into account factors that affect website accessibility, such as broken internal or external links and HTML coding errors. These issues can negatively impact both user experience and search engine crawling, leading to a decline in organic rankings. By addressing these issues through a technical audit, you can ensure that your website is easily accessible and navigable by both users and search engines.

Ultimately, the goal of this comprehensive technical audit is to identify any potential obstacles or areas for improvement in your website’s configuration so that you can optimize it for improved search engine rankings. By conducting regular audits and making necessary adjustments based on the findings, you can stay ahead of your competition in the ever-evolving SEO landscape. So don’t overlook the importance of a thorough technical analysis—it could be what sets your website apart from the rest!

Content audit: Analyzing performance and identifying issues

When maximizing your website’s SEO performance, a content audit plays a crucial role in helping you identify areas for improvement. Alongside the technical aspects of your website, evaluating its content allows you to strengthen its overall SEO performance. During this process, a surface content audit is conducted to find key content issues that could affect your organic ranking.

A surface content audit involves analyzing the existing content on your website to assess how well it aligns with search engine optimization best practices. This includes examining factors such as keyword usage, meta tags, and the overall relevance of the content to your target audience. By doing so, you can identify any gaps or weaknesses in your current content strategy and make necessary improvements.

One aspect of the content audit is assessing keyword usage throughout your website’s pages. Keywords play a crucial role in determining how search engines understand and rank your web pages. By ensuring that relevant keywords are incorporated naturally into your content, you can increase their visibility on search engine results pages (SERPs) for queries related to those keywords. This can lead to higher organic traffic and better rankings for targeted keywords.

Additionally, evaluating the effectiveness of meta tags is an important part of the content audit process. Meta tags provide information about each page on your website and help search engines understand what each page is about. By optimizing title tags and meta descriptions with relevant keywords and compelling messaging, you can improve click-through rates from SERPs, driving more qualified traffic to your site.

Moreover, assessing the overall relevance of the existing webpages helps ensure that they effectively address users’ needs while being aligned with specific target audiences’ interests and intents. These factors significantly contribute to boosting SEO performance by improving visitor experience and meeting searcher queries’ expectations.

By conducting a thorough analysis of these various aspects during a surface-level content audit, you can uncover key opportunities for enhancement within both individual webpages and your website as a whole. Addressing these identified content issues can help you optimize your website for better organic ranking, increased traffic, and improved user engagement.

Alongside the technical aspects of SEO, conducting a content audit is essential to identify areas for improvement and strengthen the overall performance of your website. By evaluating elements such as keyword usage, the effectiveness of meta tags, and the relevance of webpages to target audiences’ needs and intent, you can make strategic improvements that will positively impact search engine visibility. So take advantage of an intermediate SEO audit that includes a surface-level content audit to uncover key areas for optimization within your website’s content strategy.

Website Size

100-1k pages (Small website), 1k-5k pages (Medium size website), 20k-50k pages (Large size website), 50k+ pages (Very large website), 5k-20k pages (Medium size website), Less than 100 pages (Small website)

Deliverable Urgency

Fairly (4 weeks), High (3 weeks), Not Urgent(4-6 weeks), Very High (2 weeks)


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