How to Conduct a SEO Audit to Outrank Your Competitors

@Wendy | Conversion Optimization, Search

Marketers know that where they rank in the search engine results pages (SERPs) relative to their competitors matters because it represents the level of influence you have in the marketplace and whether you get the click through from your target audience. Marketers are therefore interested in keeping tabs on their competitors’ search engine optimization (SEO) and a clear sense of the competitive landscape in the SERPs to understand your position, and to assess how much work is needed to see some improvement.

Moreover, if you don’t know how do you know how your competitors’ SEO strategies should impact yours or what’s working for you and why, there’s a way in which you can uncover intelligence from evaluate the inner workings of a website’s impact on search and what steps a marketer can take to make SEO profitable.

The SEO Lifecycle

The following visual represents the process a marketer must make to analyze current search engine channel utilization as it relates to the competitive positioning in the search engine results (SERPs), the development of a strategy that involves the optimization of website assets, and an the ongoing iteration of measurement and analysis for maximum search positioning and campaign profitability.

5 Critical Steps to Achieve SEO Success

  1. Keyword Analysis: involving the analysis of current keyword utilization, content, crawlability,  and URL naming based on logical keyword groupings, competitive metrics, and estimated search volume. Included in this analysis is the compilation of  insights from competitor search metrics and its impact on internal/external linking, domain authority and trust.
  2. On-page SEO Factors: the development of an internal linking guide to map target keywords to webpages to support both SEO and content writers links to appropriate pages within the website including 301 redirection mapping for all current and migrating URLs, and full page optimization for all approved web content including title tags, descriptions, H tags, content, linking and images.
  3. Off-page SEO Factors: the evaluation of external linking, additional domains, social metrics, site architecture, hierarchy analysis, and the URL structure of the website.
  4. SEO Optimization Strategy: a full page optimization plan for website content including title tags, descriptions, H tags, content, linking, images, and additional elements with best practices to support ongoing content development including calls to action (CTAs), goal analysis, funnel analysis, form optimization and landing page optimization.
  5. Ongoing Optimization, Reporting & Analysis: a detailed SERP ranking report that not only exposes opportunities for outreach but captures key performance indicators (KPIs) to establish current state benchmarks measuring the future impact of SERPs, and detailed crawl analysis for insight into competitor organic search metrics including changes to internal/external linking, domain authority and trust.

Marketers that invest in these efforts will not only reduce the risk of a decrease in organic traffic but continually improve their SERPs , conversion rates, and dramatically increase the return on investment (ROI) of their SEO channel utilization.

Additions & Feedback

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