Both individuals and businesses are using website auditing to stay compliant with the stringent search engine optimisation (SEO) guidelines of Google and to improve performance and competitiveness.

What is Website Auditing?

Website auditing is a self-evaluation of your website to determine if it is in compliance with the search engine policies or not. During the auditing, the auditor also discovers spaces where improvement is possible. Website auditing is carried out by professional website auditors who have deep knowledge and extensive experience in search engine optimisation, search engine policies and processes.

Why Website Auditing?

Website auditing is becoming a growing necessity for dynamic sites with large amounts of constantly changing design and content. As more and more businesses are investing in growing their online presence to support their offline business presence, the importance of staying compliant with Google has become more important than ever.

Auditing a website ensures that every web page of the website is following the best practices of SEO. Many times, due to constant changes in a website and human errors, there can occur problems like keyword stuffing, unworkable links, duplicate content, etc. When we consider content that has been included in the website years back, we are thinking about hundreds of pages with possible errors. Auditing removes all clutter and helps to make the website more productive by specifying what needs to be kept, what need to go, and what needs to be added.

How is Website Auditing Done?

For the best results, website auditing must be conducted by specialists who have the necessary experience, knowledge and skills in the field. Some of the broader areas of website that the auditors look at are:

•    Search Engine Optimisation

•    Conversion Rate

•    Design

•    Compliance with search engine policies

•    Competitiveness

A website audit checks the productivity, suggests improvements and advises removal of errors and wasteful elements with the aim to improve performance and compliance. Website auditing can be specific to a particular element or general, depending on the reason for getting an audit.

Types of Website Auditing

There are various kinds of website audits based on the specific goal the website owner has in getting an audit and running the website. For instance, if the website is a business website, then it’s primary goal is to increase sales or to build brand reputation. An audit, therefore, can focus solely on improving the competitiveness of the website in relation to its business’ competitors.

Some of the different elements website auditing is focused on are:

•    Search Engine Optimisation

•    Security

•    Search Engine Compliance

•    Website Competitiveness Audits

•    Website Migration or Upgrade Management

•    Productivity and Health

There are general website health audits as well as those where the main goal of the auditor is to identify a particular weakness. In general, they are done much more frequently for dynamic sites that are updated on a daily basis than for static websites.