One of the most important things to do before launching your client’s campaign is a comprehensive site audit. This will help put your client’s site in the best state possible and maximizes the results of our search optimization efforts. I want to walk you through our awesome site audit report and help you explain to your client why they need to make the recommended changes on their website.

General Recommendations

The first section of the site audit report features our general recommendations for the site. It contains our initial observations and action items in case something needs to be changed or improved. In this section, we report the status of each of the following:

  • Google Webmaster Tools Installation
  • Privacy Policy
  • XML Sitemap Creation
  • Authorship Mark-Up (with Google+)
  • Google Analytics Installation
  • Footer Links Optimization
  • 301 Redirection
  • Robots.txt File
  • Social Profiles Integration

We include a brief explanation of why each element is important, and add instructions on implementing the required changes wherever necessary. We also include screenshots to illustrate the part that needs to be changed, or the outcome your client can expect after optimization. Make sure to clarify with your client if they will provide access to their site for us to implement the changes, or if they will make the changes themselves.

Accessibility and Site Performance

The next part of the audit report covers the website’s performance. We check how search engine crawler-friendly your site structure is, what elements your site has that may need additional optimization (such as Flash and frames), and whether you have any penalties from Google. You will see the following discussed in your audit report:

  • GoogleBot (displays how the site looks like to GoogleBot)
  • Page Speed
  • Indexability and Brand Optimization
  • Flash
  • Frames
  • Page Levels
  • Google Penalties

Explain to your client that these elements are important because a site’s performance is one of the many factors Google and other search engines use to rank their sites. Elements like Flash pages, frames, and multiple page levels may unnecessarily slow down loading time. They may also need additional optimization for crawlers to read and attribute the content properly. Finally, checking if your client has any penalties from Google helps us set realistic goals in terms of ranking their sites. It also helps us find any bad elements we need to clean up.

On- and Off-Page Factors

The next section on your audit report focuses on content, both on-page and off-page. We keep this section visual, adding screenshots of the sections we want you to change wherever applicable. For the on-page section, we note if a page needs additional content, URL revisions, image alt tags, and header optimization. Check the screenshots below for the inclusions:

  • Page Titles
  • Meta Description
  • Content
  • URLs
  • Image Alt Tags
  • H1

The off-page section contains information about your backlink profile. This is important because the site’s link profile serves as the votes towards its relevance. It helps maintain or boost the site’s ranking on the SERPs. The audit report only contains summarized information, but we include the graphs illustrating the health of your site’s link profile. Check the following screenshots for the inclusions:

  • Link Distrbution
  • Anchor Text Diversity

We’ve kept our entire site audit report easy to understand but still insightful. This will make explaining to your client easier, while still providing you the information you need to develop a more effective SEO strategy.
Talk to your account manager if you have any questions about our site audit reports. Request a site audit today – sign up and become our partner to get started. I’m always happy to help you with all things SEO, so keep checking back for more updates!

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Clayton Wood

Clayton is the Marketing Director of and managing partner of numerous successful online brands offering white label SEO and other online marketing services.