Automation of many routine processes in website promotion can significantly save time and other important resources. The main thing is the correct designation of goals and the exact adherence to the approved plan. The paramount task of SEO masters engaged in bringing the site to the TOP of search results is checking for compliance with current requirements and identifying a number of errors that could adversely affect further work. You can solve most of the difficulties today by performing an automatic SEO audit of the site using a set of professional tools.
The reports obtained during this study provide an opportunity to timely eliminate existing problems, as well as prepare the site for high-quality SEO promotion. It should be borne in mind that the tools used during professional testing work within the framework of certain algorithms. In accordance with this, the emergence of controversial issues cannot be ruled out.
In order to keep the audit as honest and transparent as possible, all processes, including reporting, are monitored by specialists. Thus, the customer – the owner of the site or the employee responsible for the promotion – receives the maximum guarantee of the correctness of the information provided. In addition, the connection of SEO-masters makes it possible to prepare a set of recommendations that will quickly eliminate most of the problems and improve the performance of the website in search engines.
How is verification
The procedure involves providing the company with guest access to the services of Yandex and Google, which are working on a specific site. In some cases, you may need permission to visit the CMS-panel to collect some information. At the same time, SEO-specialists guarantee the complete safety of all information and the impossibility of transmitting it to third parties. Such aspects are fixed by agreement in order to avoid controversial issues in cooperation. Additionally, at the stage of concluding the agreement, coordination of financial issues, as well as timing is carried out. Thus, the applicant is warned about the key components of the service.
One of the key web documents stored on the website server includes indexing options that guide search engines to learn. In this mode, an audit is carried out for errors in the following components:
- “User-agent:” – allows you to specify the type of search engine that is allowed to scan;
- “Disallow:” – a limiter that blocks the processing of specific links or the entire resource;
- “Allow:” – a directive that clarifies the sections available for indexing;
- “Sitemap:” – an element that allows you to quickly redirect to a sitemap to perform an assessment.
Often a file with the details noted above is created manually, because of which there is a probability of a human factor. A timely “robots.txt” survey will help you avoid indexing issues.
Defining Canonical Links
Due to the nature of some CMS, duplicate web pages may occur. Search engines, performing research, recognize similar addresses as different documents with identical content. The result is a significant decrease in the content delivery list that was duplicated in this way. This factor affects the overall position of the web resource.
During the examination, such duplicates are revealed, which allows the webmaster to choose a canonical link in the future. If necessary, secondary samples are hidden by editing the previously marked file.
Identify sitemap.xml errors
By default, a text document is placed in the root directory on the server and allows search bots to get information about all pages belonging to the site. Among other things, the correct compilation of the file makes it possible to determine the priority of indexing, due to which it is possible to correctly promote the most important web pages. The audit verifies compatibility with a set of rules, including:
- file location on the same domain as the site itself;
- the total number of URLs entered (no more than 50 thousand per array, if more – it is recommended to create several files with the obligatory indication in the index)
- compliance with the coding with the generally accepted – UTF-8;
- all URLs belong to the same standard (http, https or ftp).
Compliance of Title and Description tags with standards
Elements that provide for search engines and visitors an abbreviated view of the website or the content of a particular link. Perfectly formed elements must fit certain standards, in particular:
- the greatest possible uniqueness;
- the presence of keywords (without spam);
- the title should not coincide with H1 and description, have a volume of 50 to 150 characters;
- description, in turn, must be between 100 and 200 characters.
Special attention is paid to the correct distribution of tags. If mistakes are made in them, then robots can simply ignore the marked information.
Partial Content Analysis
Of course, an experienced editor will be able to fully understand the quality of the posted texts, however, connecting a number of tools will make sure that there is no inconsistency of material with respect to certain rules. Among the crucial aspects:
- water content;
- semantic load;
- semantic link relevancy;
In addition, images attached to materials are subject to assessment. There are two decisive factors here – the presence of alt tags and uniqueness. It is recommended to use paid photo banks or free versions with an indication of the source. Otherwise, unpleasant sanctions may follow from Yandex, Google or copyright holders.
Linking inside a website is a useful solution, due to which interaction with visitors is simplified, and the overall rating of robots is improved. At the verification stage, the tools make sure that there are no URLs leading to inactive or nonexistent pages.
Adaptation for mobile devices
Recently, Yandex and Google have begun lowering the priority of SERPs for websites that are not well adapted for displays on smartphones and tablets. In order to avoid problems with this requirement, the analysis takes into account:
- automatic formatting of the viewing area for the screen settings;
- change the size of fonts, images, functional modules;
- lack of elements that cannot be reproduced on mobile platforms (most often Flash-animations).
As a supplement, the masters conduct tests on usability, with the help of which it turns out to understand how convenient it is for ordinary visitors to use the resource.
Results of professional automatic audit
After carrying out all the actions, specialists form a convenient report containing textual information, screenshots and diagrams. Studying the document will eliminate a number of significant flaws without serious interventions. As a supplement, recommendations are provided that simplify the understanding of some controversial issues, as well as help in fixing bugs.