Architecture

Another of the fundamental parts of any SEO Audit is the web architecture.

An architecture can influence many factors, and, therefore, it is one of the steps where we have to pay special attention.

The design and structure of a website depend on the architecture.

Wrongly defining an architecture can seriously harm your SEO strategy, mainly due to a bad user experience and a significant loss of web positioning in Google.

Good architecture goes a long way in terms of crawling and indexing your website.

The optimization of the internal linking through the different sections of a page is determined by your SEO architecture, since it is where we define all the URLs of a website.

Example of horizontal web architecture

In summary, having a well-defined and clear architecture will allow users to easily navigate the web, and to be able to transmit well the authority of your domain between the different pages that comprise it.

Internal linking

Based on defining an optimal SEO architecture, we will also be able to enhance all the internal linking, in order to transmit authority between the internal URLs of the site.

A correct internal linking not only helps to give more strength to those URLs that you are most interested in promoting organically (technique called link juice ), but it also helps to reduce the bounce rate, since you will be offering information from other URLs so that the visiting user can visit.

Now that we have seen all the aspects that affect the website and can control, it is time to analyze your Off-Page SEO. That is, all the actions that we can perform outside of our page .

SEO Off-Page

Links profile

The links we receive from other websites are also key in our SEO strategy, since Google interprets these links, called backlinks, as signals of trust, relevance and popularity.

Getting a good amount of inbound links, and of quality, to our portal, can give our website authority.

For this it is necessary to take care of our link profile. That means taking a number of factors into account:

These links must be of quality , they can never be considered spam.

The external sites from which we receive links, as far as possible should be related to our theme.

External links should be added naturally, always with valuable and quality content around.

The location of these links should be from the same country where you are working on the web. In this way, we help to geoposition our website and that Google interprets that we are popular for a specific territory.

A higher percentage of these links should be tagged as follow links, and should go to the home page.

We must try to get the largest number of links and from different domains. It matters more diversity of domains with few links, than not many links and from few domains.

A link building strategy must be carried out gradually, since doing something very punctual can be something suspicious for Google.

Domain authority

If we manage to have good growth in terms of external links and our link profile is healthy enough. We will gradually increase the authority of our domain.

By working on the different factors that we have mentioned above, our website will get enough authority and surely your website is already starting to increase organic visits.

Tools for an SEO Audit

To end the article, I would like to share with you some of the main and best tools you can work with, some paid, and others free:

Search Console : Free tool from Google to have a control and basic analysis on your website.

Google Analytics : To detect, measure and analyze the SEO of your website (visits, bounce, better capture pages, conversions, etc.).

Screaming Frog : Monitor your website with this crawling tool. You can analyze up to 500 URLs for free.

Ahrefs : Main external link tool where you can take care of your link profile and review the strategy of your competitors.

Sistrix : Measure the impact of your SEO strategy with this multi-functional and feature- rich tool.

Contentking : Control web status in real time with this great tool. Contentking is one of the few tools that analyzes your website 24/7.

Semrush : Another leading tool in the SEO market to keep track of marketing and visibility of your projects.

Safecont : Analyze the quality of your content and aspects of your SEO architecture with this tool.

If you want to have your website optimized to position in Google, an SEO Audit should be an almost mandatory action. However, it is a task that must be carried out periodically to have constant control of the evolution of your website.

Who should conduct an Audit?

In this training, I gave you the necessary tools to do a basic Audit. Another alternative is to hire an expert agency in this type of analysis, which can go into more detailed aspects that other people with less experience do not reach.

What are the main factors that we must analyze?

In this article, i have separated our task checklist into two parts.

A block that includes all the SEO On-page aspects and that we can control internally, and another block of Off-page SEO, which already depends on external sites.

Conclusions

I think that throughout this post we have already made clear how important it is to carry out an SEO audit. If we want our project to achieve a certain visibility and have a space in Google, we will have to work hard to achieve it.

The audit is one of many steps that you need to do to achieve a good SEO strategy, because as you know, Google is changing its algorithms every time and what can serve you today, tomorrow maybe no longer works.