Key points of SEO audit include website structure and crawler accessibility, content quality and keyword optimization, page loading speed and mobile experience, external links and brand signal analysis. 1. Ensure that robots.txt and meta robots labels are correct, sitemap submission is normal, internal links are clear, and URL structure is simple, ensuring smooth crawling of crawlers. 2. Naturally embed keywords, avoid pile-up, eliminate duplicate low-quality content, match user search intentions, and have in-depth content length and enrich product page information. 3. Compress images, enable cache, reduce redirection and JS/CSS requests, optimize mobile display effects, and use tools to detect scores. 4. Pay attention to the source of high-quality external links, maintain the diversity of anchor text, clean up negative links, pay attention to brand word mentions, and use tools to analyze the quality of external links. Regular inspection and updates can continuously improve SEO results.

SEO audit sounds quite complicated, but as long as you master the key points, you can quickly discover problems and propose directions for improvement. The core is to start from multiple dimensions such as website structure, content quality, and technical performance to find out the factors that affect search engine rankings.

1. Website structure and crawler accessibility

This is the foundation of SEO. If even search engine spiders can't enter your website, no matter how good the content is, it will be useless.

• Check robots.txt and meta robots tags : Make sure that important pages are not blocked by mistake.
• Check whether the sitemap is submitted correctly : You can confirm whether it is crawled normally in Google Search Console.
• Is the internal link reasonable : The jump between the home page to the subpage and subpage should be clear, so that the crawler can "go" smoothly.
• The URL structure is as simple as possible : for example, /blog/seo-audit is more friendly than /index.php?id=12345 .

Sometimes you will find that some pages disappear in search results, which may not be a content issue, but the crawlers have no chance to see them at all.

2. Content quality and keyword optimization

Content is the lifeblood of SEO, but it is not just written too much, but also written right.

• Are target keywords embedded naturally ? The title, first paragraph, and main text appear appropriately, and do not pile up.
• Is there any duplicate or low-quality content ? If the content of multiple pages is too similar, it will be considered "trash".
• Is the user search intention solved ? For example, if a user searches for "How to learn SEO", you will talk about a lot of definitions, but it will not match it.
• Is the content length deep enough ? Of course, it is not the longer the better, but usually a valuable SEO article is at least 800 words or more.

For example, if you are writing a product introduction page, only parameters are not enough, and you have to add usage scenarios, common questions, user reviews, etc. to increase the weight of the page.

3. Page loading speed and mobile experience

Now Google has clearly defined mobile-first indexing as the main focus, so this part is becoming more and more important.

• Compressed image size : Many websites load slowly because the image is too large.
• Enable browser caching : Reduce duplicate loading time.
• Reduce redirects and JS/CSS requests : Too many will affect rendering speed.
• Test the display effect of mobile terminal : whether the text can be clicked, whether the layout will be messy, and the loading card will not be stuck.

You can use PageSpeed ??Insights or Lighthouse to measure points, and you need to optimize it if you have a score below 60. Some details seem small, such as slower font loading, which will actually affect the overall rating and user experience.

4. External links and brand signal analysis

External links are still one of the important factors in Google's ranking, but the focus is now more on "quality" rather than "quantity".

• Is the backlink source authoritative ? Links from high-weight websites are more valuable.
• Are the anchor texts diverse ? It is all about "click here" and "learning more", and it is easy to be suspected of cheating.
• Are there any negative links that need to be rejected ? For example, spam websites and black hat SEO sites.
• Are brand-related words mentioned ? For example, if someone mentions your brand name but doesn’t have a link to it, it is also a trust signal.

You can use Ahrefs, Moz or Google Search Console to view the current external link situation and determine which ones can be retained and which need to be cleaned.

Basically all that is it. It doesn’t take a day to do a full SEO audit, but it can help you discover many hidden problems. Don’t think about getting it done in one step, regular inspections and updates are the key.

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