With the landscape for SEO in a constant state of flux, it’s very easy to become caught in the furor over how to build backlinks to your site in a sustainable way, how to market your content, and how to create relationships with other sites, however, the quality of the website itself often seems to be overlooked.
There’s no point investing thousands in an outreach or link-building campaign when there are fundamental problems with your website that could prevent it from reaching its potential. It’s like spending £1,000,000 on building a house on a swamp. As the old saying goes, the wise man builds his house upon the rock. Your website should be built on solid foundations that allow it to grow over time, without having to come back and hot-fix and troubleshoot constantly because all of a sudden you’re not appearing in search rankings because, for some bizarre reason, your content management system is outputting 100 versions of the same page.
Ideally what you should have is a level of SEO consultancy incorporated in the construction of your site. Most web companies will tell you that they use ‘SEO build principles’ but this statement is fluffier than a newborn duckling – what you need is an SEO professional with you every step of the way, to ensure that things are being done correctly from the start and to make sure that you make the most of the opportunities that are available.
In many cases, due to either budget restrictions, or the fact that you just didn’t realize how important this was, SEO is forgotten at the start. This is where a Comprehensive Audit comes into its own.
What’s in Technical SEO Audits, and how much does it cost?
This can vary massively depending on the provider and the site. An audit might be priced anywhere between £100 to £3000, but in most cases, this price difference corresponds directly to the quality of the analysis, and the complexity of the task. An audit of a 5-page site shouldn’t cost an arm and a leg, but similarly, don’t expect to be able to get a good audit of a 5,000-page mega-site for the price of a can of beans. (this statement is subject to inflation).
In my opinion there are some fundamental points which any site review should consider: