Complete SEO audit: diagnosis, action plan and roadmap

Skilled, experienced and equipped SEO experts to efficiently carry out your website’s SEO audit

At Twaino, you have access to SEO experts who are: 

• skilled, to carry out a meticulous SEO audit of your business, regardless of its size or industry;
• experienced, having already successfully conducted SEO audits for several companies in Paris and across France;
• equipped with the best SEO audit tools and trained at the cutting edge of the latest SEO trends, to pinpoint the difficulties preventing your website from taking off;
• capable of proposing tailored SEO solutions, fully adapted to the realities of your industry and the issues encountered on your pages.

During the SEO audit, we scrutinize more than 50 SEO ranking factors, detailed in documentation using clear and easily understandable terms. 

Who do we offer our SEO audit services to? 

Our SEO audit services are accessible to all businesses or individuals who need them: 

• CEOs of small or medium-sized businesses;
• business development directors;
• public relations professionals ;
• chief financial officers;
• marketing specialists ;
• web developers ;
• tradespeople ;
• retailers;
• etc.

Whatever your activity, if your goal is to improve your online visibility to gain more traffic and more customers, the Twaino agency is available to support you, with a structured SEO audit methodology. 

Our SEO audit methodology

The services we offer as part of the SEO Audit begin with a global study of your website, in order to detect performance issues early on. 

In a second phase, this study identifies what is already working on your website and defines its strengths. 

The difficulties and strengths identified on your pages are analyzed in order to establish an appropriate action plan.

This action plan is a set of SEO strategies developed to resolve the issues encountered, but also to reinforce the strengths, in order to improve your ranking on search engines. 

To effectively examine all aspects of our clients’ websites, we have sequenced the SEO audit into several steps: 

The technical SEO audit 

During the technical SEO audit, we test several technical aspects of your website to observe its level of accessibility to users. It is also an opportunity to check whether indexing robots can easily crawl your pages. 

To do this, we review the site’s server files to trace the crawl history of indexing robots and identify any issues encountered during their visits. 

There are several “server” type files:

The .htaccess file

This is a configuration file through which we can understand the behavior of users and search engines on certain specific pages of your website. 

Depending on what has been observed in the .htaccess file, we can apply configuration changes, such as creating 301 redirects or custom error messages.  

The robots.txt file

Located at the root of your website, the robots.txt file tells search engines which content you want (or do not want) to be indexed by bots. 

A misconfiguration of this file could cause serious indexing problems, preventing some of your pages from appearing on Google. 

Conversely, optimizing the robots.txt file increases the chances of having your important pages indexed by the search engine.

At Twaino, through the technical SEO audit, we check the status of your robots.txt file to inform you of any indexing issues that could harm your website’s rankings. 

The sitemap 

The sitemap can be thought of as a kind of map that crawling robots use to crawl your website. It is a plan that organizes a site’s pages hierarchically, from the most important to the least important. It can also serve as a reference for visitors to understand the architecture linking the pages. 

Do you already have a sitemap on your website? If so, is it built in accordance with Google’s recommendations? 

At Twaino, our experts can audit your sitemap and adapt it to Google’s requirements for effective and sustainable rankings. 

And even if you don’t have one yet, we can take care of managing your sitemap, from its creation to its submission to Google and Bing, including its implementation.  

If you are targeting an international audience, we can also submit your sitemap to the Yandex search engine for better international rankings. 

Beyond these server files, the technical SEO audit also allows us to analyze your website’s loading speed, its compatibility with mobile devices, bounce rate, etc. 

Here is a (non-exhaustive!) list of the points we typically examine during the technical SEO audit of our clients’ websites:

• page exclusions in the robots.txt file ;
• server response codes ;
• blocked content ;
• sitemap and its submission to Google Search Console ;
• page loading speed;
• site architecture ;
• total number of indexed and non-indexed pages ;
• identification and cause of possible penalties ;
• duplicate content verification;
• canonicalization ;
• responsive design;
• HTML markup issues.

Analyzing all these factors allows us to diagnose the technical condition of your website and propose appropriate solutions to improve its performance. 

An On-Page SEO audit 

The On-Page SEO audit makes it possible to study the site’s position for certain keywords for which you are already ranked on Google, as well as the quality of the pages.

This is an important step in the overall SEO audit, since the issues encountered here can prevent a website from being visible in search results. 

What is the point of a website being attractive if it is not visible to users?

Unfortunately, many websites with impeccable design struggle to rank on search engine results pages. 

The On-Page SEO audit is precisely designed to detect the reasons behind this type of situation.

To do this, the On-Page SEO audit takes into account factors such as: 

• URL and page structure;
• the content of title, Hn, meta description tags, among others;
• keyword density and cannibalization;
• information architecture ;
• user experience;
• usability and navigation ;
• duplicate content ;
• content quality and freshness ;
• etc. 

All these factors are analyzed to identify potential issues directly related to your web pages that could affect their ranking on Google.

The Off-Page SEO audit 

Every day, hundreds of thousands of users search Google for services or products that you sell. What about you? Are you certain that your website appears on the first page of Google when a user performs this type of search in your area?  

If you’re not sure, the Twaino natural search agency can help you strengthen your local visibility in Google’s SERPs.

For our clients who run local businesses, we also carry out a local SEO audit, during which we inspect the strengths and weaknesses of their SEO. 

To do this, we analyze factors such as: 

• the updating of Google My Business, Bing Places and Apple Maps listings;
• geographical consistency in the strategies adopted ;
• customer reviews ;
• structured data markup ;
• local keyword research ;
• local citation configuration (NAP) ;
• local competition ;
• product listing optimization ;
• etc. 

Analyzing all these factors allows us to evaluate your local SEO strategy and decide what solution to implement to meet the 3 criteria Google requires to rank a local business: proximity, relevance and prominence.

Competitive analysis

Without a competitive SEO audit, it would be very difficult for you to be sure you are offering the best product in your industry. To be a reference in your niche, it is important to know who your competitors are in the market. 

This way, you can compare your products or services with what is already available around you. 

During the competitive SEO audit, our experts identify your biggest rivals on search results pages. The analysis goes as far as examining the marketing strategies these competitors use to get ahead on Google SERPs.

We replicate and improve upon some of these methods to come up with something more competitive.

A form of intelligence gathering, to offer something better. In fact, the competitive SEO audit allows you to identify the limitations and opportunities you may encounter in the market. The data collected is leveraged so that you stand out from other websites.

The tools we use for the SEO audit of our clients 

All the elements analyzed during an SEO audit can make the process time-consuming. And these studies would not be possible without the use of certain recognized tools in the world of SEO.

Of course, we rely on manual research during the SEO audit, but we also use certain SEO tools:

Twaino’s SEO audit tool

We have developed an SEO audit tool that gives us a quick general overview of the status of the audited website. It is an all-in-one solution that generates an initial summary report. 

This initial report is then deepened with other specific tools for a comprehensive audit. 

Twaino’s SERP simulator 

The Twaino SERP simulator is a tool developed by our SEO agency to support website owners in their content creation strategy. This online tool is free and allows you to test how your titles and meta descriptions are displayed on Google SERPs. 

During the SEO audit, we use our SERP simulator to check whether certain characters in your title and meta description tags are being truncated and are not visible to users. 

Twaino’s People Also Ask

Twaino’s People Also Ask is also a tool offered by our SEO agency to easily and quickly browse the questions appearing in Google’s “People Also Ask” box. 

It is used at the end of the SEO audit, during the implementation of SEO strategies for content creation. 

It allows us to find ideas for relevant content based on queries actually formulated by users on Google. It is a very useful tool because, with it, you can create engaging content that truly captures users’ interest. 

It is available for free online and you can use it freely.

Google Search Console

Google Search Console is an SEO audit tool offered by Google itself to make life easier for webmasters and website owners. It provides access to a wealth of information such as: 

• site loading time;
• indexed pages;
• broken links ;
• HTML tags;
• and much more. 

At Twaino, GSC allows us to examine your website’s performance, click-through rate, impressions and position on Google pages. Thanks to Google Search Console, we are also able to locate certain errors on your website and determine the cause of the problem.

Google PageSpeed Insights

This tool is a solution offered by Google to help webmasters and SEO specialists diagnose user experience issues on a website. 

By using Google PageSpeed Insights, we can accurately identify the loading speed of your pages on desktop computers and mobile devices. 

We can also determine the bounce rate and identify the issues causing some users to abandon their browsing session without having taken any action (purchase, information request, etc.)

Ahrefs

Ahrefs is a powerful SEO audit tool offered by the website of the same name, designed to monitor more than 100 technical errors that could occur on a website, from the most critical to the most minor. 

This solution is capable of identifying anything that could affect a site’s ranking. 

Whether it’s poorly coded CSS and JavaScript files or long redirects with page errors, Ahrefs is the ideal ally for an effective technical SEO audit. 

What we also appreciate about this tool is the feature that allows all analysis reports to be stored in the cloud. The website’s information is accessible from anywhere and from any device, without needing to install any software.

In addition, Ahrefs gives us the ability to schedule analyses of our projects at the frequency that suits us: daily, weekly or monthly.

SEMrush

SEMrush is an SEO audit and keyword research tool widely used by SEO professionals. 

At Twaino, we use it to track our clients’ organic keywords, audit their competitive environment and also for backlink analysis. 

It is a system that allows you to effectively examine competitor website data, with many features: 

• spying on competitors’ SEO strategies;
• analyzing backlinks;
• finding the best keywords for SEO;
• conducting a complete website audit ;
• exporting reports in Excel format.

MOZ

Moz is one of the most important brands in the SEO tools market. Whether you’re a website owner or an SEO expert, everyone has a good reason to use Moz products during an SEO process. 

The site also offers free tools suited to the needs of SMEs:

• Moz site explorer;
• Moz keyword explorer;
• the MozBar extension;
• the business directory;
• the Business Console.

At Twaino, we use Moz to determine the domain authority and page authority of our clients during the Off-Page SEO audit.

Screaming Frog 

This is an SEO crawling tool available as desktop software. It is used to analyze an entire website. 

Screaming Frog can be used to detect SEO issues by crawling all the pages of a website. 

This tool examines several points:

• backlinks ;
• anchor texts ;
• security ;
• broken links ;
• server response time ;
• ALT tags ;
• meta description tags ;
• etc. 

After the SEO Audit, the proposed SEO strategies are implemented on the website during an SEO campaign. Search engine robots can then easily crawl the site and index its pages.

Our SEO audit deliverables 

As soon as you entrust us with the SEO audit of your website, we share a report with you, along with our findings, through several deliverables:

• a chronological and detailed list of SEO actions to be taken to improve your online visibility. This is a Word document, with a task schedule and the cost of each SEO action;
• the results of the tests carried out and a list of the issues encountered, in Word or Excel format;
• the competitive environment analysis report ;
• the analysis report of your current SEO strategies and an optional list of resources to implement for greater effectiveness ;
• the debrief conducted with you, to explain in detail the various SEO audit reports and listen to your concerns.

We take particular care in writing these deliverables to make them accessible and understandable for all our clients, whether SEO experts or not. 

Furthermore, these documents demonstrate our investment in your website, unlike SEO agencies that systematically propose the same action plan to every business.

Frequently asked questions about SEO audits

Since certain questions about SEO audits come up frequently, we felt it was useful to answer them in FAQ format.

What is an SEO audit?

An SEO audit is a comprehensive examination carried out on a website in order to assess its strengths, opportunities and the issues that could harm its ranking on search engines. 

During the SEO audit, the main factors affecting performance are scrutinized, as well as On-page and Off-Page ranking factors. 

Based on the data collected during the SEO audit, recommendations are made to maintain the rankings achieved and refine them for even better results. 

Am I entitled to an SEO audit report after your service?

Of course you are. After auditing your website, we send you an analysis report, as presented in the “Deliverables” section above.

The report is generally a Google Sheet document, which can run up to around twenty pages, depending on the size of the audited website and the observations made. 

In some cases, we attach an audit video to this document, summarizing the critical issues found on your website.

How much does an SEO audit of my website cost? 

It is impossible to answer this question without any information, since the price of an SEO audit depends, among other things, on the client’s needs, the nature and size of the website. 

For example, one SEO audit may take 2 days and result in a 10-page report, while another website’s audit may exceed a week, with more than 70 pages of findings. 

To price an SEO audit, agencies must estimate the number of hours of work required. The more technically complex a website is and the more issues it has, the higher the audit cost will be. 

At Twaino, we provide our users with a completely FREE tool to automatically carry out an SEO audit of their website, with a report covering the various sections that have been analyzed.

However, this tool only generates a summary overview of your pages, as it collects its data from free analysis services available online. These free services do not have the same accuracy as paid services. 

Furthermore, we do not provide detailed deliverables to accompany the reports generated by our tool. As a result, even if you analyze your website with Twaino’s SEO audit solution, it can be difficult to interpret the report information. This is why we also offer a paid SEO audit, which is more comprehensive with detailed data. 

In addition, the paid SEO audit is carried out manually, to ensure greater effectiveness in our work and to ensure no detail is missed. As we mentioned, we need to know your particular situation before quoting for the audit. 

How can I entrust my SEO audit to Twaino? 

To get an overview of the status of your website, you can use our SEO audit tool: 

• go to the tool’s page ;
• enter your domain name and your email address ;
• click the “Analyze” button.

Immediately, an analysis page is generated, divided into several sections to cover all aspects of your website. 

You will receive, for example, a report on your robots.txt file, the sitemap, the favicon, image optimization, link analysis for your website… 

In fact, you have access to several data points that give you a general picture of the status of your website. 

For your SEO audit, contact Twaino

If you would like assistance and an expert opinion on your website’s performance, you can contact us at the following addresses: 

• 20 passage cardinet, 75017 Paris
• Phone: 07 86 06 39 48
• [email protected]