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Page-Level Factors to Assess as Part of Your SEO Audit

Written by Dennis Ventura
November 5, 2022


Are you looking for a way to improve your search engine ranking? Then, page-level factors in assessing as part of your SEO Audit are the perfect guide. This blog post provides an in-depth look at page-level ranking factors that affect how high you rank on search engines. Page-level factors are often overlooked, but they can be just as crucial as keyword optimization or link building when it comes to improving your search engine rankings and getting more traffic! It can be assessed for an individual webpage or for a group of pages that share similar characteristics such as keyword themes, topics, etc., to establish their relative importance and contribution towards your SEO ranking performance.

Crawl Your Site

Crawling is the method by which Google reads a website. The Google Search Console can help you figure out if your website is being scanned correctly. The worst-case scenario is when Google searches for the entire website are restricted. Checking the crawling of your website will help you guarantee that everything is in order.

You should request that search engines “scan” your website if you’ve made significant changes. Crawling is the act of getting a complete picture of your website’s content, which is subsequently used to send web surfers to your site. It will not lead users to your new material if you have made significant modifications to your website and search engines have yet to collect the most recent snapshots.

Crawling your website might assist you in identifying a variety of issues. Several SEO audit tools on the market can crawl your website for you. This allows you to save a significant amount of time. All you have to do is enter your website’s URL, and the SEO audit tool will handle the rest. The program will crawl and evaluate your website the same way that a search engine’s algorithm would.

When it’s finished, the tool will provide a report that breaks down numerous aspects of your website to help you spot problems like duplicate content, missing links, insufficient word counts for content, and excessive redirects. All of these things can have an impact on your website’s search engine ranking. You can make adjustments to your website to address the concerns once you have this information.

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E-A-T: Expertise, Authoritativeness, Trustworthiness

Every year, Google publishes the quality rating guidelines of its quality raters for anyone to see. This has nothing to do with search algorithms and everything to do with how Google raters (human readers) evaluate the power and quality of a web page. They use the E-A-T framework, which stands for Expertise, Authoritativeness, and Trustworthiness.

Checking your site for E-A-T- is more of a creative exercise than a scientific one.

These points should assist you in discovering E-A-T concerns on a website during your audit:

  • Is customization enabled on your site, and does it offer individualized author information? This includes the author’s biography, author page, and contact information.
  • Is there personalized, authoritative, and trustworthy content on your website? This implies articles that have been fact-checked and are of high quality. Factually correct information concerning the issues discussed in articles is required. Articles should also be trustworthy in their presentation of the subject. You will not get a decent E-A-T score on your articles if your writing is of poor quality and is arranged haphazardly. Do not scrimp on the quality of your articles.
  • Is your website distinctive, and does it approach the subject in a way that encourages Google to place it on the first page of their search results? All-day long, you can work on SEO and technical content optimization. You may spend the entire day constructing links. However, if your material lacks in your field, it could affect how well your site performs. Your meta descriptions and title tag should all be of exceptional quality, and they should all target keywords and keyword phrases relevant to your article themes. It should not scribble them on the spur of the moment.

Headlines

The skill of writing SEO headlines is a very different beast. For SEO ranking factors, it should include keywords. However, you must adapt your headlines to social media users and website visitors and serve SEO by including those keywords.

It’s not as easy as writing for five minutes and calling it a day.

Here are three things to look for on each page to ensure that your content headings are correct:

  • Is the tone of your headlines natural and conversational? These do well on social media, and incorporating your SEO keywords only gives a nice ring to it, raising the quality of your headlines.
  • Create headlines that aim for user engagement and, as a result, brand reputation.
  • Create headlines that will spark debate and intrigue on social media. You may determine whether your headlines match this requirement by applying the AIDA sales approach (Attention – Interest – Decision – Action).

Naturally, not every trait will be mentioned in every field’s headline. It’s a difficult predicament to be in. Dry themes and other topics that don’t elicit a lot of interest should be approached differently. Although you can’t please everyone, there are always innovative methods to make content in dry, uninteresting businesses stand out.

SEO Writing

Some writers neglect to write their content because SEO copywriting is essential for the SEO process. Unfortunately, people believe that “if you post it, they will come” and that simply writing content is sufficient. Writing is, however, only half of the struggle. The other half of the battle is SEO – the visible SEO features of content that should be integrated so that Google finds your material to be of sufficient quality.

Remember to keep the content up to date! Freshness has a place in SEO, but it was created for time-sensitive searches rather than every piece of content. Let’s take a look at some of the most frequent SEO writing aspects to check for in a website audit:

Text Organization

Your text’s structure is just as crucial as your SEO. As a rule, your writing should address the system from two angles: informative and code. In terms of coding, standard semantic HTML should define headings and content sections, namely (H1 tags, H2 tags, H3 tags for headings, and P tags for paragraphs). Your content should follow a logical structure that is compatible with the topic matter in terms of information. Unless three unconnected issues are of significant value somehow, don’t just dump them in your content’s discussion.

Keyword Integration

Keyword integration is vital, but don’t keyword stuff. Don’t anticipate high-quality content if you add 600 permutations of your keywords. That isn’t going to happen any time soon. Instead, concentrate on incorporating your keywords and keyword phrases naturally where they make sense.

Images

Images are a vital aspect of text structure, but they’re covered in another section of this audit guide. Feel free to include an image in your material to help support it if you can. This is something that you should talk about in your website audits as well. Remember to provide information on image optimization and its impact on site speed.

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High-quality writing

Any SEO page must have high-quality writing. Any SEO content written well is easy to grasp, transparent to the reader, and delivers points succinctly. Expect readers not always to have the same level of knowledge as you have about your subject. That never works. Ensure that any text in your audit is legible to the reader. Make sure that every topic, bullet point, and headline in your writing is explained in detail. If necessary, go into 3, 4, 5, 6, 7, or more paragraphs. This also builds on the other elements addressed in this part – keyword integration, text organization, and graphics should all contribute to the quality of your content.

Internal Links and Outbound Links

It should include outbound links to external resources and internal links to related page content in any piece of material.

This allows for a better grasp of the subject and contains authoritative references for other authors in the field.

When you link out, you enhance your chances of being linked to by other writers who may utilize Google Alerts to be notified of new articles published on their topic.

Keyword Cannibalization

This could be a much more severe issue than you realize. You may face keyword cannibalization if you have multiple pages that target the same keyword. When two pages compete for the same keyword, Google must select between the two. If your keywords are all too similar, you won’t get much, if any, SEO benefit from your work. With keyword cannibalization, you can also introduce other difficulties.

  • Conversion rate: Why waste time on multiple pages with the same aim if only one of them converts better? Instead of wasting time developing a lower-converting version that targets the same traffic, you should concentrate your efforts on one of these pages.
  • Content quality: If you’re using the same keyword on many pages, they should all be about the same thing. Duplicate content, low-quality content, or duplicates are all risks, and they reduce your chances of receiving referrals and links.
  • Internal anchor text: If you target different sites with the same subject, you’re missing opportunities to focus the value of internal anchor texts on a single page.
  • External links can help a page targeting a single keyword improve its SEO value; however, if you have multiple landing pages targeting the same keyword, your external links will be divided between them. As a result, instead of concentrating external link value on one page, you’re spreading it across multiple sites.

User Engagement & User Experience

User engagement is a key aspect of your website’s quality in today’s SEO, and it consists of traits that must be perfected. While it may not be a direct page ranking factor, establishing a website with high-quality design and higher-quality content has indirect yet intangible benefits that contribute to a better user experience and more user engagement. They are intangible since there is no direct Google ranking factors that can be related to them. So we can’t say, “We changed the term here, and the click-throughs on the button directly next to this keyword increased immediately.”

It’s not conclusive, and many organic SEO consultant encounter this problem in their reports regarding user interaction. So how can you properly link various user engagement indicators to your SEO efforts so that you can go forward with an effective strategy? First, it’s crucial to remember that website quality has an impact on user engagement. Quality can apply to various things, such as the design of your website and your content’s quality. All of these can be significant indirect factors that impact people’s decisions to buy your product or subscribe to your service. Different levels of quality can also have an impact on user engagement.

For instance, if you have a one-time landing page with a wall of text content, you may only expect two user engagement metrics: dwell time and a click on the call to action button at the bottom. On the other hand, suppose you have a more complex site with many different call-to-action buttons, such as live chat, a phone number to call, sign up for our newsletter, listen to our podcasts, watch our videos, and other calls to action. In that case, you’ll need to inventory and audit them to ensure proper user engagement across your site.

Did you know you can create custom URLs to track all of these unique user interactions, as well as a lot more? Yes, you are correct. Not only that, but Google Analytics has a slew of user engagement indicators to track that will help you better understand what’s going on with your site. Fortunately, there are various techniques to audit your user engagement data to ensure that your efforts have a beneficial impact on your web.

Identify Any Custom URLs Created

SEO tool like Screaming Frog makes it simple to check this. All of the primary URLs crawled by Screaming Frog may be audited easily. Look for any URLs that contain “UTM” using the program’s search tool.

They should show up in a Screaming Frog crawl if they are linked on your website. Unique IDs are what UTM parameters are. SEO consultants can use UTM parameters to build distinct URLs for any conversion component of a campaign that a site owner wants to measure.

UTM pages will be pushed into the main GA traffic for landing page URLs so that you may search for them in Google Analytics. Select Acquisition > All Traffic > Source / Medium from the drop-down menu. This is where you should see all of the UTM URLs that you’ve made.

Check for Abnormally High Bounce Rate in Google Analytics

If your bounce rate is unusually high (above 65 percent), it could indicate something else (slow page speed, poor design, poor content, or other issues) causing low engagement. It’s also possible that your themes aren’t attracting attention. Maddy Osman covered how to track user engagement metrics in Google Analytics in a terrific piece of her book chapter on Search Engine Journal. In her guide, she lists a slew of additional metrics to look at.

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Check User Reviews

Another user engagement measure you can use to assess the efficacy of your SEO strategy is user reviews. Users will be more likely to buy your products and services if your site engages them well. Likewise, users are more inclined to post favorable reviews if they have a positive experience with your company.

ABOUT THE AUTHOR

Picture of Dennis Ventura

Dennis Ventura

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