What is an SEO Analysis?
A professional and sound SEO analysis is the basis for a successful SEO strategy. The SEO analysis is about determining the status quo as well as the possible potential of a website.
- Includes content-related, technical and external aspects
- Reveals deficits and improvement possibilities
- Leads to on- and off-page optimization measures
If the operator or webmaster wants to estimate and exploit the potential of his internet presence, then he cannot avoid a thorough SEO analysis. It shows how well a site is positioned – mainly in terms of ranking relevant factors – and what needs improvement. The results of this analysis are summarized and then concrete optimization measures are initiated. The long-term goal is of course always to further improve Googles ranking and thus to ensure the success of the business in the long term. A successful search engine optimization therefore always starts with an SEO analysis. Both the weaknesses and the strengths of the website must be analyzed. Today, the most modern analysis tools are used. In addition to the various criteria for search engine optimization, usability must always be kept in mind. How is a site analyzed as sensibly and efficiently as possible under all these SEO aspects? First of all it is important whether the site is still “fresh” or has already been analyzed and optimized several times (e.g. by an agency). Depending on the level of optimization, certain points can be skipped. Nevertheless, many experts recommend that you always perform an analysis that is as complete as possible. In order to “knock off” a website as holistically and thoroughly as possible, it usually takes a lot of experience, expertise, the appropriate tools and last but not least time
What is taken into account in the SEO analysis?
Keyword analysis is one of the first steps. Which keywords make sense and what does the target group enter into Google? Of course the search volume and the competition must always be taken into account. It makes sense to define a certain set of keywords including synonyms plus long tail keywords. It is always worth taking a look at the existing top 10 rankings of the search engines. The first question that arises is which of your own rankings have already been achieved and which keywords still need optimization. This analysis (including competitor analysis) can be carried out with various tools. The next step is to check whether the users can find their desired content on the website quickly and without much effort. Of course, all possible end devices should also be taken into account – nowadays it is especially important to offer sites that are mobile friendly. An “About us” page as well as a seal of approval can also do no harm, because this builds trust with the user. The Search Console provides data that shows whether Google has problems with the website. Google Analytics also provides insight into statistics about visitors (including bounce rate and length of stay). Which pages receive the most traffic? Content should never be neglected either – quality, readability, structure and added value are the critical keywords here. Also always check the question: Is there possibly duplicate content? On the technical side, there is of course always a lot to do. For example, are there errors in the source code? Both internal and external links have to be analyzed, and tests on loading times also make sense. Always keep this in mind: In order to be well received by Google, you need very good content, which is also easily recognized by the crawler and which gets a decent relevance through high-quality links from outside. The analysis can then finally be used to immediately carry out search engine optimisation yourself or via an agency.