Site Audits

Crawl and Indexability

We'll look at your page from the perspectives of a crawl bot like GoogleBot, identifying issues with crawling and indexation. By identifying the most-crawled pages and the crawl errors and redirect, we'll check whether your crawl budget is being used effectively.

If pages are not being crawled and indexed, we'll look at your robots.txt file as part of the SEO audit to check whether bots have been disallowed from crawling certain pages. We'll ensure that no-index tags are being used correctly and to find pages that need to be fixed, we'll audit your HTTPS status codes to make sure all pages are running 200 status codes and are functioning correctly. We'll find 404 and 302 error codes that indicate a redirect or fix is necessary.

Metadata

Metadata is the information that tells search engines what your website is about, and therefore it's a key aspect of technical SEO to get right. We'll look at your meta tags such as meta titles and meta descriptions to ensure that they are optimised for search engines. Many websites, especially eCommerce sites, have duplicate or missing metadata which can hold your SEO back. 

Canonical Tags

To avoid the problem of duplicate content damaging your SEO performance, we'll audit your canonical tags to make sure that the definitive version of a page is being displayed. 

Site and URL Structure

We'll look at the way your website is organised and how easy it is to navigate. We'll audit your internal linking, identifying broken links and flagging opportunities to improve the site architecture. We'll find orphan pages that need to be added to the internal linking structure or deleted to stop them damaging your SEO strategy. 

Are your page URLs simple and easy to read? Or are they filled with gibberish numbers and letters? Short, easy-to-read URLs with relevant keywords are better for your SEO campaigns so we'll identify opportunities to clean up URL structure. 

By auditing your XML sitemap, we'll check that it contains all the important URLs and does not feature non-necessary page URLs that will waste your crawl budget. We'll make sure that only indexable URLs with 200 response codes are included in the sitemap to ensure that no orphaned URLs, noindexed, or canonicalised pages show up. Moreover, we'll ensure that the sitemap is formatted correctly in an XML document and follows XML sitemap protocol. 

Mobile Accessibility

A mobile-first website is now one of Google's ranking factors and an essential feature for SEO purposes. We'll analyse the mobile-friendliness of your site, including mobile loading speeds and mobile optimisation. With more than half of web traffic now coming from mobile devices, it's more important than ever that your website is mobile-friendly. We'll flag ways to improve your site on mobile, including using Accelerated Mobile Pages (AMP) and compressing images for faster loading. 

Keyword Research

We'll identify any keyword cannibalisation risks where your pages might compete for the same keywords - especially common on eCommerce sites. These are an opportunity for new keyword research and planning to ensure your content targets different keywords.

Using key metrics like time on page, click-through rate and bounce rate, our content audit will also flag under-utilised pages such as landing pages that rank highly on Google but contain no call-to-action or links to sales pages. We'll also look out for under-performing product pages or sales pages that need re-optimising to bring in more organic traffic. 

Competitor Analysis

What content types are working for your competitors? How's their SEO at both page level and website level? Where are their content gaps which you could fill with a cleverly targeted blog post, landing page, or infographic?

By analysing your competitors alongside your own site's content in the auditing process, we can provide a holistic view of your content performance.

Content Review

Google's ranking algorithms love fresh and up-to-date content. Our content audit will identify the pages on your site that are out of date or need a refresher.

We'll also identify instances of thin content where there's so little content on a page that it harms your SEO and make recommendations of where to delete, expand, and consolidate content. If the content is useful but is seeing no traffic, backlinks, or rankings, we may recommend archiving it.

In the SEO audit we'll also flag duplicate content that needs to be removed to improve your site. 

Our client
says

Viaduct Generation has been a great fit for us. From the start, the relationship has been as important as the work. We felt that the team shared our excitement about the possibilities of SEO for FMIS and have always been willing to go the extra mile to help us build the basis of a long term relationship.

We accepted that SEO is a long term investment, but even within the first year we have seen an increase of over 100% in natural search traffic and clicks in our target areas.

John De Robeck, FMISSales and Partnerships Manager