Anatomy of a Hands-on SEO Site Audit – Part 1

Welcome to part one in a series of articles on the anatomy of a hands-on SEO site audit!  This was originally just going to be one article.  But then my book-length article nature came up squarely against the awareness that true site audits can be extremely complex.

And as much as everyone just loves those cute little 9 steps to blah-de-blah, we all know already that such articles are rare for me to write anyhow.  And this particular topic is one that I think comes to the top of the list as far as importance in our industry.

Fifteen College Credits

This series of articles isn’t going to be a comprehensive how-to covering every single aspect of the process, since that could easily take up an entire fully matriculated college semester.  So what I share here today, and in future follow-up articles,  should be used as a foundation – more like a check-list of tasks with enough detail along the way to be like a nice succulent rack of ribs, slathered in the best seasoning you’ve ever had.

And where I believe it will be beneficial, I’ll also offer some insights into the broader mind-set of why I go about the audit process the way I do, based on the notion that a proper process will lead to a much higher level of success in business, and in turn, personal happiness.  Because the more successful we each are, and the happier we as individuals are, the better we, as an industry will become.  Both from a human perspective and from the added respect we gain from our clients and SEO h8ers.

So once again, I invite you to go get a large cup of your favorite caffeinated beverage, kick back, and enjoy!

The Value of Hands On Audits

Everyone goes about the process of an SEO site audit differently.  Some people rely on various tools or software to do the heavy lifting. Personally, I prefer to do most everything in a hands-on approach.  I charge anywhere from $750 for a small to mid-size site, $2,000 to $3,000 or more for a complex site in a highly competitive field,  and as much as $5,000 if it’s what I consider a “mega-site” -one that’s got (or will need) tens of thousands of pages.  So I figure the client deserves the kind of attention to detail that such a method brings.

Also, when relying on software or someone else’s tool, you may actually miss some very important information, or even be led to conclusions that aren’t necessarily based on real world fact.  This can be especially true when doing the competitive analysis, though it’s just as likely if you get lost in the hype that comes with some of those tools.

You may disagree with me on that concept.  Personally, I think things like keyword density percentages, KPI scores, and competitor intelligence that comes from software (either in a downloaded install or an online service) are only as accurate as the logic that went into it, and more important to me, I’ve never once found such a “solution” that I couldn’t bust wide open as being wildly inaccurate at least some of the time when running tests against some of my biggest clients.  (Sites that have hundreds of thousands or even millions of visitors).

In any case, I’ve consistently found that my hands-on approach gets stellar results, so until someone can show me a reason to do otherwise, I’ll continue to take the path that’s worked so well for me in the past.

Audits Are Useless Without Action Plans

In every audit I perform, I provide details on my findings – what works, what doesn’t.  And I always provide action items – literally laying out the map of how to overcome issues I’ve discovered.  That’s one of the reasons I charge the fees I do for my work.  Before I had the luxury of cherry-picking my clients, I charged my fee because there was no guarantee that the client wouldn’t then turn around and find someone else who would charge a fraction of my rate to execute my plan.

And in those situations, if I give away my audit/action plan for free or on the cheap, many clients would freak out reading the last couple pages of it where I detail the costs of implementing that plan. Usually because my “free” or “low cost” audit caused them to think or reinforced their already existing belief that SEO is easy.

These days, I get the rates I do because my audits and action plans are the lion’s share of what I do.  Probably 80% of  my work comes from agencies who hire me either exclusively for this work, or for this work followed by overseeing the team that does implement (either that agencies team or their end client’s team).  It also helps that I wasn’t afraid to charge the rates I do.  I no longer live in fear mentality when it comes to that topic.  Instead, I operate based on value pricing.

A Quality Audit & Action Plan Sets Healthy Expectations

By being as detailed as I am in this, it literally opens peoples eyes to what the causes were if they were in the SERP basement.  It’s also a reality check on what the true competitive landscape consists of, which is usually something most business owners don’t have a clue about.  And it also shows how many things need to be addressed, and the complexity of some of it.

All of which puts them in the “this is more serious than we ever considered” frame of mind that’s critical to their not labeling me as either a wanna-be hack or as someone out to rip them off.  By the time we get through even a fraction of that final document, clients inevitably have a much higher level of respect for my expertise.  They’re much more open to trusting that they hired the right person.  And even if they went into this process with some ridiculously under-inflated expectation as to budgets, they’re then much more capable now of loosening those marketing purse-strings.

Not Everyone Can Afford Executing Every Recommended Action Item

The reality is that I often run into situations where clients have fixed-budget constraints.  Either because the cash-flow just isn’t there, or because their in-house number crunchers are more skilled at arguing against spending than they (usually a marketing department) are at arguing in favor of spending.

Alternately, some businesses are already in deep financial trouble and getting better results from their web presence is a last-ditch effort to salvage an otherwise failing company.  As much as this type of business owner / manager had already pinned their hopes on this process, they often learn it’s going to be impossible to do everything (you can’t take out a business loan for marketing when you’ve already lost all your investors or creditors).

Prioritizing Tasks Sometimes Saves The Day

Because of this, I will quite often assign a priority scale to each action item, with the tasks most likely to get the biggest bang for the buck getting the highest priority.  When I do this, however, I make it crystal clear, in writing, that for each task not acted upon, the results process will take that much longer, and under certain circumstances, may mean focusing on only achieving some of the desired goals at all.

Know The Situation Before You Commit

While we can’t always know when a prospective client is already beyond hope, there are some key things you can do to gauge how solvent a prospective client is or how likely they are to become that proverbial nightmare client.

For example, when first speaking with a prospect, I explain that I’m just so busy with existing work that it could be a month before I can perform the audit, and (depending on the size of the site or the depth of competition) that implementing the plan / seeing real results could take three to six months.

That dialogue is essential, because it’s the easiest way up front to find out if they’re in desperation mode already or not.  If the response you get is something like “is there any way you can do it sooner”, or “Really? That long?” or “We can’t wait that long”, or – “your rate seems too high”, my best advise to you, my industry colleagues, is to immediately ask for an explanation as to why they said that.

Couple that with a fee that is value based rather than desperation based (caving in and saying “I need this client, so I’ll charge them half my normal rate”), and the overwhelming majority of prospective clients who are already in business failure mode will show themselves.

Being Empathetic Without Being Codependent

Alan Bleiweiss
Alan Bleiweiss is a Forensic SEO audit consultant with audit client sites consisting of upwards of 50 million pages and tens of millions of visitors a month. A noted industry speaker, author and blogger, his posts are quite often as much controversial as they are thought provoking.
Alan Bleiweiss

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22 thoughts on “Anatomy of a Hands-on SEO Site Audit – Part 1

  1. This article is close to a master piece!
    It is very instructive as it formalizes many things of what a SEO consultant is suppose to do while auditing. This most complete post will now be part of my team training set.
    Thanks Alan for being so precise!

    1. Soyculto – thank you for seeing the value here – it’s always my hope when writing for SEJ that I bring true value. And while I do my best in my tutorial articles to focus only on the best of what’s worked for me over the years, it’s really empowering to hear you’re able to make use of this in your own team training.

  2. Thanks Joe. When I first wrote it, I went on a stupid long diatribe about the reasons for charging fees the way I do, and felt it was too personal, describing how I had to live on food-stamps at one point due to the fear mentality, and then it got all mushy after that.

    I was stuck as to whether to just scrap all that or what, then your article on value pricing showed up and BINGO! you did an excellent job communicating the value pricing perspective, so thanks to you for helping me not have to bore my readers with my diatribe!

  3. Alan, once again great, almost one of those articles you can send to a agency you work with to help them deal with clients who want everything today, but want to cut corners and still have you train them in how you do your job…


  4. Thanks David. Never thought of that before – providing a “wake up and get real” doc for the end clients!

    When I worked mostly with end clients I would take the time during the initial phone call or in-person meeting to verbalize it, but now that I’m almost exclusively working with agencies, I have a bigger challenge because they are often ingrained in their initial discussions and wanting to be all rosy “we can do anything at a great price” thinking. Your comment got me realizing I need to refocus on discussing this issue with them more and sooner…

  5. Damned i knew it would be a good idea to follow your posts. But this one is more than awesome. I am currently studying computer science and made contact with SEO during an 6 months internship.
    I thought of doing SEO ongoing after graduation (i will continue my work for the company i am working for right now and have a potential other client who is interested) and this article is great to evolve my own plans on how to give feedback and how to “reveal” your plans and actions.

    Can’t wait to read the other parts!
    Did I mentioned already? I love this article! – just by reading one part of it…

  6. Yes, its hard for agencies sometimes, because often their main focus is branding/webdesign or even the whole marketing campaign sometimes the seo can take second place…. worse case they get oversold

    but it can be a fine line between sinking a lot of time into highlighting current key issues during the first meeting and then the client trying to do that inhouse or explaining why they need to pay you now to do a full audit that they thought was already done….

    if we miss the initial meeting that discusses the basics, they have realised how much expense can go into having to rebuild the whole site architecture so it is going to work, rebuilds halfway thru a build process can sink a project, so sooner is always better

    it is more of a now we can do it, just give us the time and we can do anything… obviously budget is tied to time.

  7. Alan,

    This is high quality and very useful information. I’ve only done a couple of audits for smaller sites and the main problem I’ve had is the length and structure of the document. going against your advice, I think I’ve been try to “teach the clients” by providing a lot of SEO 101 information.

    How do you find the balance between being succinct yet thorough? Also, do you have a sample document that you could post?

  8. Rob,

    I’ve been in your shoes! First, I used to provide a proposal for the Audit, and in the proposal I’d detail all the things the audit tests for. Then, the audit would explain every single thing we tested for, with details on the “right way to do it”.

    What I found was that information overload was causing client eyes to glaze over more than anything. And I recognized that it was also something impossible to continue simply because of how often everything changes in our industry.

    Then, when I cut all that out of my Audit/Action plans, I found clients appreciated the information more, because I was now focused on specifics.

    As far as how to find balance between being succinct and thorough, well, if my blog articles and subsequent comment replies are any indication, it’s pretty obvious I have no clue. :-) It’s all a judgment call.

    The most important thing to me is to ensure I point out the issues, and provide examples.

  9. Thanks for the reply, Alan.

    Right now, I have about 2 1/2 pages just for title tags! That includes what it is, why it’s important to SEO, a best practices checklist, problems found on the site, and a final summary. That’s pretty much how I’ve been analyzing all of the SEO factors… it’s exhaustive; takes so long to do. I like getting my hands dirty with the analysis; I just DREAD making the report.

    So I’m always looking to read helpful advice from people like you. thanks a lot.

  10. Rob,
    I hear ya. That’s why I provide a few examples and then in the ACTION item, say that the site will then need a more complete keyword analysis, followed by implementing best practices SEO page Title seeding

    This allows me to show I’ve discovered a problem, and that it’s going to take more work to correct across the entire site. So the audit becomes the foundation of a proper site-wide optimization proposal.

  11. This anatomy is a gem among gems. You did well to explain the thought process behind the evaluation. I especially appreciate your methodical approach …

    “During an audit it helps to better ensure you’re not going to be distracted…”

    And your tips for handling clients as well as not giving away the farm are so appreciated! I follow a “Challenge, Solution, Why This is Important” approach. Admittedly, the “Why This is Important” aspect turns into teaching SEO. Making some revisions and appreciate your tips to be specific w/o teaching. Unless they are hiring us to teach at the same time, then part of the farm goes along with the audit…

    Question – Do you include Engagement Analysis and conversion tips or stick strictly to SEO?

    Can’t wait for Dr. SEO Audit to deliver Part 2 of the anatomy!

  12. Thank you Dana!

    When it fits, I do include engagement analysis these days. One aspect is usually a comparison chart – this client vs. the competition, with ratings of quality of the engagement across various platforms.

    I don’t always include it though because I’m now working more as one person contributing to a bigger overall audit process.

  13. Hi Alan,

    thanks for the mention and all. I see that SEJ has given you the upload privileges 😉 at last.
    You’re giving loads of good ‘soft’ advices in that article. It makes the article a good business basic reminder on top of the audit framework.

    I wrote some time ago in an answer to John Myers (UK SEO), that one of the most potent part of the SEO engagement was in the business analysis since for most small businesses out there, you might be the closest thing to a marketing agency they ever hired.
    Insights from search can be far reaching.

  14. Michel that’s an excellent point. All too often people in the SEO field don’t even recognize the marketing aspects of our work and just focus on technical how-to. Personally, I think that’s both short-sighted (always having to change tactics to adapt to technical changes of the search engines) and a disservice to the client (failing to comprehend / integrate marketing reality into a plan leaves the site potentially lacking from a site visitor experience perspective).