ACKNOWLEDGEMENT

I extend my heartfelt thanks to Chandigarh University for its support. Special

appreciation to Er. Rupinder Kaur (E15474) for their guidance. Gratitude to
participants, colleagues, and authors of relevant studies. Lastly, thanks to
everyone who contributed directly or indirectly their unwavering support.

Gautam Adarsh Kutarmare Muda Adithya

(20BCS1562) (20BCS2218) (20BCS1646)
Mini Project 2: Basic SEO Audit

Conduct a basic SEO audit for a website of your choice. Identify on-page and off-page SEO
elements, and suggest improvements for better search engine visibility.

Objectives:

1. Learn how to perform a basic SEO audit for a website.

2. Identify on-page and off-page SEO elements, providing recommendations for better search
engine visibility.

Tasks:
1. Choose a website for the SEO audit.
2. Identify and analyze on-page SEO elements (title tags, meta descriptions, header tags).

INTRODUCTION:

An SEO audit is a comprehensive analysis of a website's current standing in terms of search

engine optimization (SEO) factors. It involves evaluating both on-page and off-page elements
to identify strengths, weaknesses, and areas for improvement. The goal of an SEO audit is to
uncover opportunities to enhance a website's visibility in search engine results pages (SERPs),
drive organic traffic, and ultimately improve its online presence.

In conclusion, conducting an SEO audit is essential for understanding the current state of a
website's SEO efforts and developing a roadmap for improvement. By addressing issues
identified during the audit and implementing recommended strategies, website owners can
enhance their online visibility and achieve better results in search engine rankings.

Conducting an SEO Audit:

1. Purpose: The primary purpose of an SEO audit is to assess the effectiveness of a website's
SEO strategies and identify areas that need attention to achieve better search engine
visibility. It helps website owners and marketers understand how well their site is optimized
for search engines and what actions are needed to improve its performance.

2. Scope: An SEO audit typically covers various aspects of on-page and off-page optimization,
including technical SEO, content quality, keyword usage, backlink profile, and more. It
involves analyzing both internal factors (within the website) and external factors (outside the
website) that impact its search engine rankings.

3. Methodology: Conducting an SEO audit involves a systematic approach that includes using
various tools and techniques to gather data, analyze findings, and make actionable
recommendations. This may include using tools like Google Analytics, Google Search
Console, keyword research tools, backlink analysis tools, and SEO auditing software.
 4. Key Components: Some key components of an SEO audit include:
• Technical SEO: Assessing website structure, URL optimization, site speed, mobile-
friendliness, and crawlability.
• On-Page SEO: Evaluating title tags, meta descriptions, headings, keyword usage,
content quality, internal linking, and image optimization.
• Off-Page SEO: Analyzing backlink profile, social signals, brand mentions, and
overall online reputation.
• Local SEO (if applicable): Reviewing local listings, NAP consistency, and local
citations.
• Competitive Analysis: Benchmarking against competitors to identify strengths and
weaknesses in SEO strategies.

5. Benefits: An SEO audit provides valuable insights that can help improve a website's search
engine rankings, drive more organic traffic, enhance user experience, and ultimately achieve
business objectives such as increased leads, sales, and revenue.

On-Page SEO Analysis:

1. Title Tags: Check if each page has a unique and descriptive title tag including primary
keywords. Ensure they are within the recommended character limit (typically around 50-60
characters).
2. Meta Descriptions: Verify that meta descriptions are unique, relevant, and enticing. They
should accurately summarize the content of each page and include relevant keywords.
3. Heading Tags (H1, H2, etc.): Ensure that heading tags are used appropriately to structure
content and include relevant keywords where appropriate.
4. Content Quality: Evaluate the quality and relevance of the content on each page. Ensure it
is engaging, informative, and valuable to users. Incorporate relevant keywords naturally
throughout the content.
5. Keyword Optimization: Check keyword usage throughout the website. Ensure keywords
are strategically placed in page titles, meta descriptions, headings, and body content without
over-optimization.
6. URL Structure: Ensure URLs are descriptive, concise, and include relevant keywords
where applicable. Avoid using dynamic URLs with unnecessary parameters.
7. Image Optimization: Verify that images have descriptive file names and alt tags to improve
accessibility and keyword relevance.
8. Page Loading Speed: Check the loading speed of the website using tools like Google
PageSpeed Insights or GTmetrix. Optimize images, minify CSS and JavaScript, leverage
browser caching, and utilize a Content Delivery Network (CDN) if necessary to improve
loading times.

Off-Page SEO Analysis:

1. Backlink Profile: Assess the quantity and quality of backlinks pointing to the website. Use
tools like Ahrefs or Moz to identify backlink opportunities and disavow toxic links if
necessary.
2. Social Signals: Evaluate the website's presence and engagement on social media platforms.
Increase social media activity to improve brand visibility and potentially earn more social
signals.
3. Local SEO: If applicable, optimize the website for local search by claiming and optimizing
Google My Business listing, ensuring NAP (Name, Address, Phone number) consistency
across all online directories, and soliciting positive reviews from satisfied customers.
4. Content Marketing: Develop a content marketing strategy to create high-quality, shareable
content that attracts natural backlinks and engages the target audience.
5. Brand Mentions: Monitor online mentions of the brand and engage with users to cultivate
 positive relationships and potentially earn more brand mentions and backlinks.

Suggestions for Improvement:

1. Conduct keyword research to identify relevant keywords with high search volume and low
competition, and optimize website content accordingly.
2. Improve website loading speed by implementing recommended optimizations.
3. Enhance internal linking structure to improve crawlability and distribute link equity
throughout the website.
4. Regularly update and add fresh content to keep the website relevant and engaging for both
users and search engines.
5. Implement schema markup to provide search engines with additional context about the
website's content.
6. Develop a comprehensive link building strategy to acquire high-quality backlinks from
authoritative websites in the industry.

RESULT:

In conclusion, performing an SEO audit is a fundamental step for any website looking
to improve its visibility and performance in search engine results. By systematically
evaluating various on-page and off-page factors, an SEO audit provides valuable
insights into the strengths and weaknesses of a website's SEO strategies.
Through a thorough analysis of technical aspects, content quality, keyword
optimization, backlink profile, and more, website owners can identify areas for
improvement and develop actionable recommendations to enhance their SEO efforts.
CONCLUSION:
In summary, an SEO audit serves as a roadmap for optimizing a website's SEO efforts, driving
organic traffic, and achieving business objectives. By regularly evaluating and refining SEO
strategies based on audit findings, websites can stay competitive in the ever-evolving digital
landscape.