Do it Yourself SEO Audit

One-page SEO audit in under 10 minutes

If you own or manage a website, it might be worth getting a little strategic with what keywords you should be targeting. But sometimes, to get ahead, it pays to understand what you’re currently ranking for.

In this short-and-sweet article, HammaJack’s co-founder Ian Hammond outlines three simple steps to get on top of your SEO through a quick 10-minute SEO Audit.

The three most important things we look for when conducting an SEO Site audit are:

  1. Know what your site authority is and what that means

  2. Know what your your pages are currently set up to attract traffic for; and

  3. Know what keywords you should be targeting

SEO Audit - Step 1: What is your Site Authority, and why should you care?

Site authority is one of the most important ranking factors considered by search engines.

Basically, the more links you have referring to your site and pages, the more authority and therefore higher rank you’ll have.

  • If you get a super-high authority domain like the Age, SMH, Broadsheet - this is good.

  • If you get super-low authority links from a relatively unknown website, it’s not necessarily bad - but if you have lots of them, it could be an indication to Google that you are trying to scam the system, so you might get penalised.

Essentially - links are good, links that come with high-authority the best, but if you don’t have any links, it will be harder to rank for things.

The simplest explanation of PAGErank there is (it’s still a little confusing!) is through these images.

Page B wins, but page C has a better rank, despite having fewer links than E.

Page B wins, but page C has a better rank, despite having fewer links than E.


Ok, so now that I understand site authority, how do I get more authority?

Think of it like this: If SEO is a car, then the way you set up your site technically is the design of the car, but the petrol aka site authority backlinks is through backlinks.

As HammaJack is only a relatively new company, we are still building our Site Authority. From conducting the first stage of our Site Audit, I know that in order to improve our ‘find-ability’ we need to attract high-quality backlinks to the site and to this article.

SEO Audit - Step 2. What keywords are my pages currently pptimised for?

How Google sees your site will naturally alter what you may or may not be ranking for.

As a general rule - our advice to clients is to try and keep in mind what your customer wants as the main goal. Aka “Customer Intent”.

In terms of best practice - the second thing you will need to do is to try and show search engines what the page is about.

How can you tell Google what you want to rank for?

When we are thinking about on-page optimisation, we like to think of these three things:

  1. Include main keywords in the meta tags and descriptions. I.e. In the url, meta title and description, headings, body copy, videos (if you have them - include a file with subtitles file) and also image alt-text.

  2. Write more than 500 words.

  3. Keep in mind Google’s EAT: Expertise, Authoritative, and Trustworthiness.

What does this look like?

If you were to scrape the page, what type of content would you find on the page? What would be the most-occurring word? If you were a robot, what would you think the page is about.

Once you know what you are ranking/set up for - you can make the relevant amends to go after words that you do want to.

For Instance, this page (as at March 2019) - looks like the following:

Screen Shot 2019-03-12 at 2.17.18 pm.png

You can see that we probably need to re-write the content to surface key phrases like “SEO Audit”

SEO Audit - Step 3: What words should you be ranking for?

This all comes to two things:

  1. What’s relevant; and

  2. What’s worth going after.

Using keyword planning tools will help you find and compare what keywords you should be targeting. As a general rule, we recommend going after words that are most-relevant to your product, service or niche.

The main markers for words are competition (i.e. how hard or competitive it is) and volume (i.e. how many monthly searches). Keep in mind location for this too (as the last thing you want is high-volume considerations for an area/location that has no use for you.

Once you figure this out, you’ll be able to know what you should focus your attention.

As a general rule - if there’s little to no competition, you should be able to rank pretty easily (i.e. Search “My Friend Greg is a Potato Skin”, and this article will come up). However, if you want to start ranking for more competitive phrases, then you’ll have to up your page authority.

SEO audit help?

if you have a site and want help untangling the murky depths, let’s get started with a quick and dirty site SEO audit.

Most Important Point

SEO and getting found organically is an ongoing and multi-layered concept. But, it’s relatively easy to get an idea about what a page is ranking for and why by starting with an SEO Audit. The SEO Audit will allow you to get that basic foundations right first, you can then start to test and build more ways of grabbing traffic.