Whenever we perform a forensic SEO audit, the document we create is presented in PDF format. In addition to the PDF that includes findings, educational insight and tasking recommendations for those issues we deem to be a priority from our audit work, we also provide an accompanying spreadsheet with the audit deliverable.
That spreadsheet is often referenced throughout various sections of the audit doc, so as to not cause the doc itself to become overwhelming in size. Too often, agencies generate docs that comprise hundreds of pages — where most of those pages are nothing but lists or long charts with dozens, hundreds, or even thousands of rows of data.
We have found this entirely unacceptable from the perspective that many people need to make use of our audit docs, and where including only a small sub‐set of data in the doc itself is much more usable by clients.
- Note – some of the data included in these charts may not be included in the final audit doc if we determined issues found or identified were not as important at the time of the audit as issues we did include in that report.
- Also note – some data may be included in the final doc itself that had started out in the spreadsheet, but where we may have deleted that tab in the spreadsheet itself as we copied notes directly from the spreadsheet into the final doc.
- Final Note – Not all of the tabs listed in this doc are included in every spreadsheet we deliver. For example, if your site does not make use of AMP or have any mobile Apps, we won’t include the AMP or Mobile App tabs in the spreadsheet for your audit.
The raw count of approximate pages indexed, inbound links and inbound linking domains for this site and top identified competitors.
Overview charts for a number of pre‐audit data indicators regarding site health
- Mobile vs. Desktop site stickiness/ conversion rate data
- Top referrer source comparison
- GSC Index Count
- Overall site health chart
- Other relevant charts vary by site type and need
Top Refined Phrases
Taking all the raw individual and variant words provided to us from the intake process and examining the site pre‐audit, we then refined that list into what we considered pre‐audit, to be the starting point of the top fifty phrases most relevant to the site. This was just a starting point to help us understand the market focus for the site and a consideration when looking at existing rankings.
Google Search Console’s report on the total number of inbound links their system counts toward internal link evaluations. Pages with more internal links tend, when all other things are considered, to be influential in ranking signals for page importance on‐site.
The code contained in the site’s Robots.txt file – used to help limit and direct search engine crawlers and other bots
The list of URL string variable data fields as identified within Google Search Console
Google Search Console list of structured markup tag types and counts identified, along with any errors that system had identified. May also include structured markup types this site is not using, which as a result, cause missed opportunities.
Health check on status of any AMP pages the site has
Health check on app optimization as relates to ties into and from main site
Baseline Social Media Presence Visibility, Engagement and Effectiveness chart
Top phrases Google Search Console reports the site showing up for in organic search
Ranks by Position
Top phrases from the GSC Rankings report, sorted by ranking position – cut off at three pages of organic results
Ranks by Impressions
GSC Rankings report sorted by most visible from search volume per phrase
Top Ranks by Impression
Top GSC ranked phrases by impression volume
Top Ranked CTR
Top GSC ranked phrases by rank position with Click Through Rate Data
List of domains identified that point links to your site, as reported through Majestic.com
Inbound Link Sampling
Sampling of links exported from Majestic.com Inbound Links Report
List of a sampling of domains we flagged as most likely to be toxic to your site
Site Speed Usability
Numerous speed and Usability related tests for a sampling of pages
- GSC Download times
- Google Analytics Speed Data
- Google Mobile Friendly Test
- WPT Data
- W3C Compliance
- WCAG Compliance
30 day trends for a sampling of individual pages showing cross‐device highs and lows
Individual processes run at the code level for the home page to function at the time of one of our tests, along with the times for each process and each step for each individual process
Sample Page Processes
Individual processes run at the code level for a second page to function at the time of one of our tests, along with the times for each process and each step for each individual process. (We may include other, similar tabs for different template types as well)
GSC Crawl Errors
Exported list of crawl errors from Google Search Console at time of audit
Exported list of internally linked redirects from one of our sample crawls
4xx & 5xx
Exported list of crawl errors from one of our sample crawls
External 4xx & 5xx
Exported list crawl errors for internal links pointing to external assets or destination URLs from one of our sample crawls
Exported list of malformed URLs we have discovered in our sample crawl process, if any exist
List of images we discovered in one of our sample crawls, along with individual file sizes
List of other file types (other than images) where individual file sizes exceed our threshold of reasonable, from one of our sample crawls
Export from one of our sample crawls of the site showing live pages at the time of that crawl, along with several columns of data important to SEO to varying degrees
Robots Blocked Product Pages
Exported list of pages from one of our sample crawls where those pages are blocked from indexation in the robots.txt file
Robots Canonical Conflicts
Exported list of pages from one of our sample crawls where there is a conflict in crawl and indexation signals within site code.
Exported list of a sampling of pages we identified as having or likely having thin content or perceived thin content.
Exported list of pages from one of our sample crawls where there were more than one H1 headline tags on those individual pages.
Since every audit is unique, there are often times when we will include other tabs not listed here, for a given unique site situation.