[your logo here]

SEO Website Audit

and Analysis
[your business name here] Professional SEO
Prepared by [your name here]

[clients business name here]

1. PURPOSE OF DOCUMENT

The purpose of this document is to provide a

This SEO Website Audit and Analysis document aims to identify potential areas for improvement within
your website [insert clients URL here] If implemented, these improvements could:

 help users find our pages more easily in search engines

 fix bugs that annoy visitors and hurt our pages' performance in search engines
 serve as a good model for outside webmasters and companies

We reviewed the main aspects of your site, across a number of common SEO elements. The results are
below, followed by a discussion of each topic.

At the very end of this document, we provide an overall scorecard of your site, and the actions you may
wish to undertake to improve or enhance your site.

2. BENEFITS OF SEO

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web
site from search engines via "natural" ("organic" or "algorithmic") search results. Search engine
optimization improves the organic traffic to the website by increasing the search engine ranking position
(SERP) and also it helps the crawler index all the pages of the website.

3. ON-PAGE CONTENT OPTIMIZATION

KEYWORD TARGETING
The meta keywords tag is a tag which can be used to highlight keywords and keyword phrases which the
web page is targeting.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

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TITLE META TAGS

Title tag is an element which defines the title of the document. Title tag defines the web page; it holds
utmost importance in search engines. Title tag is the one which appears during search results in bold
letters. The primary keyword of the webpage should be present in the title tag and it can have 2 – 3
keywords.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

META DESCRIPTION TAGS

The meta tag description tag is an element which provides a description of what the page is about to the
search engines. It’s a brief overview of the content that lies within the page itself. This tag is important as
it is often used within the actual search results beneath the web address. This is useful as the
description tag can be leveraged in many instances as a call to action. The description tag should not
exceed 200 characters.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

HEADER TAGS

Header tags are heading tags in HTML. There are 6 predefined headings, ranging from <H1> to <H6>
which tells a visitor and search engines the topic of the web page.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating

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n/a poor satisfactory good excellent

SUBSTANTIVE & UNIQUE CONTENT

Both the quality and quantity of unique content published onsite are some of the major contributers to the
successful ranking of any given website. It is imperative that your content is unique, of high quality and
updated regularly.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

KEYWORD DENSITY
A measure of search engine relevancy based on how prominent keywords appeared within the content
of a page. Ideal keyword density for keyword is 3 – 5%. Keyword density assures the content is keyword
rich and it increases the content and meta tag relevancy.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

IMAGE ALT TEXT

The alt attribute allows web pages to assign specific text as the "alternative" content for images for those
that cannot view the images themselves. This can be search engine crawlers or text-only web browsers.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent
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RSS FEEDS
An RSS Feed is a web format used, to publish current information in real time to other websites. This
allows a greater spread of your content and in return, raised awareness of your site, increased traffic and
more inbound links.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

ANALYTICS
Analytics software is a great way to measure the performance of your site. This allows you to capture
data such as traffic, conversions, best performing keywords, and more.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

CONVERSION/LEAD CAPTURE FORM

Visitors to your site are nice, but you probably want to convert qualified, interested visitors into actual
customers.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

4. URL CONVENTIONS

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CANONICAL URL CHECK

A canonical problem exists were a site can be found by using the www. Version http://www.domain.com)
and the non www. version (http://domain.com) This creates a problem because it can be seen as
duplicate content by the search engines and one version can be removed from their indexes – the
problem arises when the wrong version is deleted (this is usually the non www. version)

Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

DOMAIN NAME (URL)

Your domain name plays an important role in the overall scheme of SEO. Domain age as well as
keyword relevance (within the domain itself) are both contributing factors.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

NAMING CONVENTIONS
As with the actual URL itself, its important that your sites files and folders carry subject matter relevance.
This can be achieved by using carefully chosen keyword rich catogories and page names when
developing the website.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating

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n/a poor satisfactory good excellent

GOOGLE BANNED URL CHECK

This check looks to see if a URL has been banned from the Google, this can be for a variety of reasons
and action needs to be taken if it has been removed from the index.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

5. SITE ARCHITECTURE

CONTENT HIERARCHY/STRUCTURE
The structure of your site should reflect the table of contents of a regular book. With set categories and
content assigned within those categories. It is not advisable to have a poor directory structure, especially
with most content hanging directly off the root.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

INTERNAL ANCHOR TEXT

Internal anchor text is vital to carry link weight onsite. Its important to have all internal links use correct
anchor, link and descriptive text on all hyperlinks that point to appropriately named pages of relevance.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]

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Rating
n/a poor satisfactory good excellent

NAVIGATION

Navigation indicates whether site is crawl able means each and every webpage can be reachable by
search engines or not at the same time it shows how user friendly is the navigation of the website.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

6. CRAWLING, INDEXING & TECHNICAL ISSUES

SITE CRAWL
The site is checked with a site crawler simulator to check if the site can be crawled by the search engine
bots. If the web pages are not crawled then the web pages won’t be listed out in the search engine
database and web page won’t be shown up in the search engine results like Google and Yahoo.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

SITEMAP
A site map is essential for every web site in order to keep the site linked well; each page should at least
be linked to the sitemap. A good site infrastructure allows the search engine spiders to crawl the entire
site and therefore ensure all pages of the site are present in the indexes of the major search engines.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
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Rating
n/a poor satisfactory good excellent

XML SITEMAP
Like a generic site map, an XML sitemap is essential for every web site in order to assist with faster
indexing and crawling. Your XML sitemap should be updated in conjunction with your regular sitemap
and submitted to the search engine’s webmaster tools if possible.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

SITE INDEX RATIO

If the site has many web pages and only few pages have been indexed that means all the pages are not
reachable by crawler. This number can be increased by submitting sitemap to search engines and
creating search engine friendly navigation.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

ROBOTS.TXT
The Robot Exclusion Standard, also known as the Robots Exclusion Protocol or robots.txt protocol, is a
convention to prevent cooperating web crawlers and other web robots from accessing all or part of a
website which is otherwise publicly viewable. Its an essential onsite element and should be designated
to the root folder of your website.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency

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[very low – low – medium – high – extremely urgent]

Rating
n/a poor satisfactory good excellent

SITE SPEED
The speed of which your website loads can have a direct affect on the performance of your optimization
efforts. Its important that your website loads quickly because of this.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

DUPLICATE CONTENT
Many search engines penalize websites that carry duplicate content. This can result in your site dropping
in rankings or being removed from the search results completely.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

FLASH/FRAMES/AJAX
Search engines cannot crawl and index flash, frames and Ajax. Excess usage of the above mentioned
techniques tamper the visibility and performance of the website in search engine results
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
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n/a poor satisfactory good excellent

7. GOOGLE

CURRENT POSITIONING
Based upon brief discussions, we have performed a preliminary audit on your 3 most heavily searched
for terms. The results of which can be viewed below. Be mindful that this is not an extensive placement
report, but moreso to give you an idea of your current standings.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

PAGE RANK
Google PageRank relies on the uniquely democratic nature of the web by using its vast link structure as
an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as
a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page
receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves
important weigh more heavily and help to make other pages important.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

INDEXED PAGES
This number is the approximate number of pages on www.hotel-presidential.com that have been stored
in the Google index. The Google web crawler will visit the website periodically and look for new content
for its index. Generally, the more pages your site has within the Google cache, the better.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
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[very low – low – medium – high – extremely urgent]

Rating
n/a poor satisfactory good excellent

MOST RECENT CRAWL DATE

Google will periodically crawl websites looking for new and updated content. In general, you want
Google to crawl your site as often as possible, so your new content shows up in Google search results
immediately.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

WEBMASTER TOOLS
As part of following a good practice, we encourage our clients to register with Google’s webmaster tools.
This allows closer auditing, reporting and feedback about the progress of any optimization that is
performed. It also assists with the overall process of SEO itself.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

8. OFF-PAGE SEARCH ENGINE OPTIMIZATION

INBOUND LINKS

One of the most important measures for a website is how many other sites link to it. The more links the
better. Having links to your website from authoritative resources on the Internet helps you rank higher in
search engines since these links are an indication that your website is trustworthy and contains good
content.
Analysis
[insert findings here]
Recommendation
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[insert recommendation here]

Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

SOCIAL MEDIASPHERE
Making sure that your company has an extensive web presence outside of your own website is
important. It increases the chances that your prospects will find your company when they are online
since there are more web pages that contain information about your company.
With this you will be able to see what people are saying about your business and industry outside your
website.
1. del.icio.us bookmarks
del.icio.us is a web-based bookmarking site. Delicious users save their bookmarks on the
website so they can access them from any browser. A website that has many users bookmarking
it is generally popular and will get more traffic.

Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

2. digg submissions
Digg is a social news website which allows the sharing of information and promoting of websites
by its members. Digg is very useful in terms of generating site interest, traffic, and improving
search placement results.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

3. social websites, facebook, twitter, youtube, myspace

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Social networking has now become common place on the web. The benefits of promoting ones
business via these channels is obvious. Not only do they have the potential to bring huge
amounts of traffic, but they are also very cost effective with potentially huge returns.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

DMOZ/YAHOO DIRECTORY
DMOZ, The Open Directory Project, is the largest and most comprehensive human-edited directory of
the Web. It is constructed and maintained by a vast, global community of volunteer editors. In
conjunction, the Yahoo! Directory is a web directory which rivals the DMOZ Open Directory Project in
size. We recommend that every business have a listing in the Yahoo! Directory also.

Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

BLOG ANALYSIS
Blogging is a great way to reach your target audience with your thoughts, opinions, and offerings on
relevant topics.
Analysis
[insert findings here]
Recommendation
[insert recommendation here]
Urgency
[very low – low – medium – high – extremely urgent]
Rating
n/a poor satisfactory good excellent

9. FINAL SUMMARY
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[insert any final thoughts, recommendations or suggestions to your client here]

OVERALL SCORECARD

Website SEO Rating

n/a poor satisfactory good excellent

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