SEO Audit

This is an overview audit that will show you all the important statistics and problems of your website. You will find descriptions, tips and advice regarding the information presented in this report so you’ll have a clear understanding of where the problems are and what can be done to fix them.

The whole idea of analysing the website is to get insight of the website from every point of view and achieve better performance for SEO results as well as for Google exposure. Google algorithm updates happen regularly and your website needs to be prepared.  ADS will ensure that your website design is optimised for SEO London.

Keyword Research

Search is the largest provider of organic website traffic. Keyword discovery pinpoints the words, or phrases users type into a search engine relevant to your industry.  This is a key component for SEO.

• Identify the Keywords associated with your products/services.
• Analyse the top businesses competing for those keywords
• Investigate search volumes for keywords
• Find additional keywords with similar search volumes and less competition

Competitor Analysis

Through Competitor Analysis, we can compare how your website ranks in comparison to your competitors. By analysing their websites, it can also lead to additional keywords that your website may be able to target.

Keywords to target

These are the keywords that we are going to monitor through the SEO work. We will check where the website is currently ranking for those terms and focus on improving those rankings to get them as high up on Google ranking as possible. These will be agreed with the client after the keyword research and competitor analysis.

Website Technical Improvements

Indexing

This includes checking that the website is available for indexing and that the indexing has begun by the Google Search Console.

Broken Links

It will also include checking for broken links within the website. Broken links are dead-links, or links that no longer exist, which are not good for search engines or for your readers. Broken links are what cause those 404 error pages you sometimes see.

You may not think a broken link is a big deal, but people bookmark, favorite, and save links — and when they reference them in the future and the link now doesn’t work, you’re not exactly creating a positive experience for them.

Website Loading Speed:

Google has indicated site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages. And research has shown that Google might be specifically measuring time to first byte as when it considers page speed. In addition, a slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, and this could negatively affect your indexation.

Mobile Friendly Test:

Over the recent years, it has become obvious that the multi-screen Web will be the future (that is, the average Internet surfer will use several devices to complete a goal). Google said they were ready to downgrade sites misconfigured for smart phones!

Structured Data Markup

Structured data Markup (also known as schema markup) is a standardized format to mark up the information about the web page. It serves to search engines like Google, Bing and others to better understand what the web page is about.

SSL Certification

SSL Certificates are small data files that digitally bind a cryptographic key to an organization’s details. When installed on a web server, it activates the padlock and the https protocol and allows secure connections from a web server to a browser. Google is now also using SSL as a ranking signal.

On-Page SEO

Meta Title Tags

Title tags – technically called title elements – define the title of a document. Title tags are often used on search engine results pages (SERPs) to display preview snippets for a given page, and are important both for SEO and social sharing.

The title element of a web page is meant to be an accurate and concise description of a page’s content. This element is critical to both user experience and search engine optimization. It creates value in three specific areas: relevancy, browsing, and in the search engine results pages.

Meta Description Tag

Meta description tags, are extremely important in gaining user click-through from SERPs. These short paragraphs are a webmaster’s opportunity to advertise content to searchers and to let them know exactly whether the given page contains the information they’re looking for.

Header Tags

Heading tags, as their name suggests, are used to differentiate the headings and sub-headings of a page from the rest of the content. These tags are also known to webmasters as HTML header tags, head tags and SEO header tags. The most important heading tag is the h1 tag and least important is the h6 tag.

Friendly URLs

A friendly URL is a Web address that is easy to read and includes words that describe the content of the webpage.

A well-structured SEO friendly URL looks concise and clean, provides a better user experience, is easier to share, and is optimized for search engines.

Alt Tags

Alt text (alternative text), also known as “alt attributes” and technically incorrectly as “alt tags,” are used within an HTML code to describe the appearance and function of an image on a page.

This is used both for accessibility and also read by Google to describe the image. It is good practice to use the keyword that page is to rank for as part of the images Alt text.

Sitemap

XML sitemaps serve as a way to communicate directly with the search engines, alerting them to new or changed content very quickly and helping to ensure that the content is indexed faster.

A well-structured sitemap will make a website searchable by all search engines, and will provide users with more accurate search results when they are looking for keywords or key terms that are associated with a website. Sitemaps are an important SEO factor that should not be underestimated, when you are trying to establish your SEO strategy.

Robots.Txt

Search engine crawlers (aka spiders or bots), scan your site and index whatever they can. This happens whether you like it or not, and you might not like sensitive or autogenerated files, such as internal search results, showing up on Google.

Fortunately, crawlers check for a robots.txt file at the root of the site. If it’s there, they’ll follow the crawl instructions inside, but otherwise they’ll assume the entire site can be indexed.

Google Analytics

Google Analytics is one of the web’s most popular analytics tools. Google Analytics (GA) lets you see where on the web people found your site, or the source of your traffic. 

For example, an organic search engine query, or a link from another page. It also shows you the medium, organic, paid or referral traffic. Looking at the where on the web people found your site can be informative. You can get an overview of which avenues for traffic are performing well over time.

Off-Page SEO

Link Analysis

Backlinks affect search engine rankings more than anything else. The number and quality of them pointing towards your site will largely determine in what position your site ranks in the search results.

The best indication of how many backlinks you’ll need to rank well for a keyword is how many backlinks each of your competitors for that keyword have. However, focusing on the numbers of backlinks, rather than the quality of them, is a common mistake. If a well-established website links to your site the value of that link far outweighs a link from a spammy competition website.

One quality link will be better for your rankings than hundreds of poor quality links! You need to get the balance right between the number of backlinks you have and the quality of the backlinks you have.

DR: Domain Rating shows how strong is the backlink profile of your website on a scale from 0 to 100 (with latter being the strongest). Backlinks from sites with high DR carry more “weight”.

Backlinks:  Generally external backlinks are those links that link to your site or any of its pages/content and these links are counted as if those sites are vouching for your site’s high quality. This gets noticed by search engines and as a result your site’s ranking can improve significantly.

Referring Domains: Why this is important: Unique linking domain refers to the number of other websites that link to your site or web page. Too many links from the same domain reduces the overall value of the links. Though there will always be more total links than domain links, you should try to get as even a ratio as possible.

Anchor Text Variation

Essentially, anchor text refers to the word or phrase that appears in underlined, clickable text whenever a link appears on a website. Search engines flag links as spam when the majority of the links are stuffed with keywords. Think about it this way – how do people normally link to a website? Do they all use anchor text rich links, and do they all spell your brand name the same way?

Domain Authority

Domain Authority is a score (on a 100-point scale) developed by MOZ that predicts how well a website will rank on search engines. Use Domain Authority when comparing one site to another or tracking the “strength” of your website over time.

Page Authority

Page Authority is a score (on a 100-point scale) developed by MOZ that predicts how well a specific page will rank on search engines.

GMB Optimisation / Local SEO

GMB optimization is where we analyse your current GMB listing and makes optimization tweaks to ensure that the business shows for its most profitable services or products. Benefits of GMB optimization services include: Boost online visibility. Increase exposure in local search results (local pack) and on local map results. 

Monthly Blog posts

Depending on the package you select, you have the option to get SEO optimised content for your news/blog posts on a monthly basis. This content will be optimised to maximise the potential for the blog post to rank for an agreed keyword. Its ranking will depend on the domain ranking as well as competition for that keyword term.

Content Marketing

Content marketing is the creation and distribution of content in the form of text, images, videos, podcasts or any form of information or entertainment online. The best brands use targeted content in everything they do to build a great customer experience.

Knowing who your target audience is and creating relevant content for them is quickly becoming one of the most important aspects within digital marketing. Your content marketing efforts online may be the deciding factor for customers when they are purchasing your products or services.

Many people often believe content creation on your website is in relation to blog posts. The reality is that content is needed everywhere including:

• Your Websites Pages
• Email Marketing
• Paid Search
• Video Content
• Social Media Platforms
• Blog Posts
• Google My Business Posts

Publishing content like this on your online pages are essential and should have a consistent tone of voice throughout all channels.

Monthly Reporting

How do you know if SEO London is working? Don’t worry – ADS provide monthly reports including valuable campaign metrics and results, as well as a summary of all the optimizations and insights we have from the previous month. The reports will come with easy to understand graphs so that you can compare each months performance on the previous month.

We will let you know which keywords are performing the best, and what we are doing to deliver the most lead and sales conversions.

There is the option of a zoom/phone call every month to discuss previous months SEO performance and any strategy plans for the coming month.