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SEO Audit

What is search engine optimization audit?

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1. Google Penalties

Google literally hates artificial schemes aimed at building your reputation in an unnatural way.

And guess what? They will manually penalize your website if you found using one or more of these tactics: aggressive link building strategies, inbound paid links (yes, please don't use one of those shady services promising 1000s of links for money), shallow content that yields no value to the searcher, spamming techniques.

Another one to watch out for is unnatural outbound links, which might be assumed to point out to scam websites.
And another tricky one is when your page gets hacked because of low security practices: so yes, you better watch out for plugin updates and form sanitization.

Bottom line is, get caught doing any of the above and you will possibly fall under tha radar of mother Google. Someone will manually review your web site and apply a penalty. They will inform you, but we noticed that about one every four website owners affected by the penalty just overlook the email and have no idea. The Coding Lab will check any penalty for you and identify what the problem is.

How to get rid of the penalty?
It is a bit of a lengthy process - someone at Google needs to re-review the website after the change - but with the right approach you will be good to go.


Average word count of highest ranked articles on Google


Of web pages do not have a single backlink


Trillion searches happened on Google in 2020

2. SERP Appearance

First of all let me clarify: SERP stands for search engine search results, and it is nothing else than the google page you get back once you type anything. Your own website will be there somewhere, among the million of others, and our aim is to get it there to number one for the searches we identify as being the most relevant for you.

Also, little note, you can only get to number one or two if you pay as those two slots are reserved for paid advertisements. But number three is pretty amazing too.

There are many things we can do to optimise the way your result appears: the title, the description, the url, extra rich snippets highlighting answers to questions, links within website or reviews (also called structured data or schemas). During our audits we scope your website and search for it through your top keywords: once we get back the result, we analyse how it looks like and identify what can be improved.

It is usually a practice involving on site SEO and the fixes require an understanding of SEO at a professional level: that is why we also suggest how we at The Coding Lab will be able to improve your SERP results.

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Did You Know?

50% of search queries nowadays are 4 words or longer.

3. Technical and On Page Audit

Our audits always include both technical and on page SEO. Our technical SEO audit will perform checks to assess that the structure on your website is SEO compliant, and has no broken links or problematic redirects. Through our on page SEO audit we will then analyze the keywords or key phrases your are currently ranking for, and scope for potential improvements there. It is here that we also perform checks on your meta tags and media file size.

To have a better idea of what both of those audits are examining we recommend you visit our dedicated pages for technical SEO and on site SEO.

Looking for a quote?

Check out our affordable Web and SEO plans

  • Responsive Design
  • 1-3 pages
  • Contact Form
  • SEO Ready
  • SM links
from $499
SEO Audit package
SEO Audit
  • Google Checks
  • SERP Appearance
  • Content SEO
  • Off Site SEO
  • SM Checks
SEO guru package
SEO Guru
  • SEO Audit
  • 10 Pages Optimized
  • 15 Key Phrases
  • Sitemap
  • 6 Schemas
from $499

4. Off Page Audit

Off page SEO includes whatever affects your ranking that is not coming from your own domain. A good strategy is crucial here and be aware that it takes efforts and and a few months to get results.
The first thing that we verify during the audit is how many backlinks you have, and above all the quality of those links. Over the years we have seen the rise of companies specialized in selling bulk link traffic pointing to your web site. What these company don't tell is how bad are these no quality links for your SEO. As discussed above, you might also get penalized by Google.

Beyond that, we will also run checks on your main competitors to see how they rapport to you. You'll be surprised to know how little business owners seem to know about their direct competitors!

5. Social Media Audit

Social Media is not directly linked to your SEO scores, but it impacts it at a very deep level. Or at least, it can do impact if you know how to use it.

We run our social media audits by taking a bird's eye view of the ones you have setup (if any, of course). We ideally recommend having a presence on Facebook, Instagram, Pinterest and Twitter, but every business is different.

We run a full analysis and then come up with target audiences for each platform. Nest, we assess if the way you have been interacting with them has been successful so far. If not, we take a note and will tell you why.

A little disclaimer here: in order for us to provide a detailed audit, you need to have business accounts setup on social media. If you don't, we can still produce a report, but it won't be as detailed. Alternatively, we can set you up those business accounts (they are free, don't worry) and then wait a few weeks to gain useful data. The process will be a little longer, but you will get more usable data.

6. Frequently Asked Questions

How much does an seo audit cost?

There are online tools that will analyse basic SEO factors. They are useful as long as you know what to do with those. On the other hand, there are large companies specialized in SEO offering reports from $2000 up to $15000. They offer ongoing reporting for large businesses with seven figures turnovers. If you are a small business looking to improve you SEO with a limited budget and are looking for a customized personal service, you can take advantage of our limited free audit.

Ok, but what does seo stand for?

Literally, search engine optimization. In practice: what we can do to have our websites show as high as possible in the search engine page results, for all of the keywords we deem important for our business. And, as a consequence, to attract organic traffic. What is organic traffic? It's the audience we get without having to pay for advertisements or pay per clicks.

How many seo keywords should I use?

It is not that simple. The tactic we suggest is to setup a blog: identify 4-5 pillar key phrases, and then another 5-6 cluster key phrases for each pillar. Define sets of LSI words (latent semantic indexing) for each key phrase. Use the pillars as your beacon and write cluster articles around it. After a month, write a cornerstone article encompassing all of the cluster articles you have written. In each article try and use your determined key phrases at the ratio of 1 per 150 words, plus your LSI words. Google will rank your content based on many factors, and this way you can be certain that what you have is always relevant.

How many links should I have per page?

Not a magic number, but as a rule of thumb aim for a link for each paragraph. Overall, you can have as many as a couple of hundreds links per page and not suffer any penalties. Above all, the most important thing is to preserve the reading flow and a flawless user experience. Oh, and make sure to alternate external and internal links: yes, incentivize internal traffic is a wonderful SEO booster.

Does social media help SEO?

Google has more than once confirmed that social media is not a ranking factor per se. Nevertheless, it certainly has a indirect impact on your website. First of all it'll help build your brand, with the potential to get direct branded searches coming onto you. Secondly, social media shares do have impact on the amount of time people will see your content, and as a consequence, the links you can receive back. Lastly, let's not forget that Bing is going on a different direction and does factor in social media in their rankings.

How long does an SEO audit take?

First of all we need to get ready to start: at times it takes days to get access to the data we need from businesses to begin our audit. Once we are ready, we produce our audit within 7 days for most small businesses, or 14 days for medium sized ones.