Are you really interested in improving revenue and traffic to your site?
Then you should study the analytics of your site more keenly.
The following are some of the important SEO topics which will tell the performance of your site in search engines and among customers.
- What is the top most post or article that bring you traffic?
- What are the next 10 important posts that bring you traffic?
- How many domains are backlinking to you?
- Who are your competitors for your high-ranking keywords?
- What is the volume of traffic these first-position keywords bring?
- What is the position ranking of your targeted keywords?
- Are your posts doing virally among social media?
- Do you have sufficient Facebook, Twitter, Instagram and LinkedIn audience?
- Do you have any toxic backlinks to your posts?
- Is your current content good enough compared to other competitors?
Some of the above stats can be got from free Google tools like Analytics and Search Console. But what if you want to improve the current status of your site or posts.
The 3 basic factors which you need to improve are –
- Domain ranking and Page Authority.
Unless you know where you stand among your competitors for the above 3 ranking signals, it is waste of time to blindly write blogs or content and hope to rank #1 on search engines. Even after writing good SEO optimized content, you are likely to get result after 6 months to 1 year.
So, if you want your evergreen content to rank well after 1 or 2 years, you should know the mechanism of search engine ranking signals. This simply cannot be done using software or tools.
You should use your mind along with good SEO tools like SEMrush.
There are many web based tools for finding ranking of keywords and backlinks. But with my experience of SEMRush of over 3 years, I found this tool intuitive and currently very useful to improve the brand status of your current well-ranking articles.
It is not the ultimate tool, but you should find it handy if you can use the free trial properly.
Table of Contents
- 1 How To do Site Audit and Know Better about your Site?
- 2 Site Audit
- 3 So how this metric can help you improve your site ranking and traffic?
- 4 But how much? For this you need to run the SITE AUDIT campaign again.
- 5 Position Tracking
- 6 SEO Ideas
- 7 How does this improve your SEO rank?
- 8 Social Media
- 9 Backlink Audit
- 10 What is this Toxic score?
- 11 Organic Traffic Insights
- 12 Content Tool
- 13 Conclusion
How To do Site Audit and Know Better about your Site?
SEMRush has a feature called Projects. You just have to enter the site URL and SEMrush will automatically collect some data related to your site. The following features are available under Project in SEMRush.
- Site Audit
- Position Tracking
- SEO Ideas
- Facebook audience
- Brand Monitoring
- Backlink Audit
- PPC Keyword tool
- Organic Traffic Insights
- Content tool
The above 9 factors are major SEO signals to be improved for the betterment of the site. Once you add your domain url under Projects, SEMRush will crawl your site and gather some important insightful data. This can be seen under Dashboard > Projects > Dashboard: <sitename>.
You will find some important numerical values for all the above 9 SEO factors.
First of foremost you can see the Health score of the site under SITE AUDIT. This score is based on the amount of issues (for eg the number of internal links that contain nofollow attribute, number of posts having low text-HTML ratio, how many pages having more text within the title tags etc) found to the number of checks performed based on SEMrush rules.
It will also show what is the percentage change in the health score from the previous audit done.
So how this metric can help you improve your site ranking and traffic?
As we said earlier, the health score is an indication of errors and warnings of your site based on SEO perspective of SEMrush. So if you can follow the clues in those messages and rectify them, your health score will definitely improve.
But how much? For this you need to run the SITE AUDIT campaign again.
This is another important SEO audit metric that will indicate the performance of your keywords and your URL. Once you connect your site Search Console data with SEMrush you will gain some important insight into the google ranking data.
First you need to fill some data like Device & Location, number of keywords, competitors, organic etc you are targeting for ranking. Then you will get some important analytical graphs which show the position of your URL in Google and among your competitors.
For example, what is the visibility of your URL and your competitor’s domains is shown. Also, how do they fare among the top 3, top 10, top 20, top 100 rankings related information can be got. So, if you made any SEO changes then these metrics should improve which is an indication of your URL doing well.
This is a very important feature of SEMrush site analysis. Here you will get different ideas, factors and aspects which can be improved from SEO strategic point of view. The following are the SEO ideas which are mentioned under this category.
- Strategy Ideas
- Backlink Ideas
- Technical SEO Ideas
- User Experience Ideas
- SERP Feature Ideas
- Semantic Ideas
- Content Ideas.
You first need to input the location, device, keywords you are targeting for your URL. Based on that assignment, you will get all the above SEO ideas.
How does this improve your SEO rank?
One should understand that the above ideas are not 100% guarantee method to boost to #1 ranking in 1 day. They are some strategic ideas based on key factors, so when improved, will improve the visibility of your posts and site.
You need to implement those ideas for the URLs mentioned in that category. Sometimes ideas like Content, Semantic keywords, Backlinks play a major role on improvement of your site. When you re-crawl your site campaign after a few days and if Google has re-indexed your site, you will see some changes.
This will most likely be positive change.
The importance of social signals cannot be underestimated in Google rankings. In this category, the performance of your site under 6 social media is presented. The following are the 6 social networks –
First you need to give access to your social media accounts for all the above 6 profiles. Then SEMrush will start crawling data to show different parameters like twitter followers, Google+ followers, facebook page likes etc.
Over-a-time if you find that the above metrics are improving, it indicates that your site is making enough social buzz over the Internet. This is good indication to Google that your site is getting popularity and users are thoroughly engaging with your content.
The most important signal from initial days for ranking well in Google have been backlinks. Even in 2017, the popularity of link is still there. But now-a-days the quality and relevancy of links is more important. If you get links from unethical sources or bad links, you will be penalized.
It becomes even more important in 2017 to audit your link profile. SEMrush provides a feature known as Backlink Audit that will check your links and give an overall toxic score.
What is this Toxic score?
It indicates how many good backlinks are pointing to your site and what authority they are having. The score is based on the number of bad backlinks leading to the website and significance of discovered toxic markers.
If your audited backlinks have a good toxic score, it indicates that your backlink profile is of quality one. This in turn improves the ranking of your article pages in Google. If you link up Search Console with SEMrush, it will also analyze the backlinks from there and give a toxic score to each domain pointing to you and the link.
If the toxic score is marked in red, you can check its details and can send it to the disavow list. This “disavow” concept was introduced by Google, to neglect all the bad links pointing to your site. So when you get a set of disavow domains and links, you can upload them to the Disavow tool of Google.
This will improve the toxic score and the resultant is a quality backlink profile.
Organic Traffic Insights
Just like Google Analytics, you can use SEMrush to analyze the organic traffic of your site. If you connect your GA account, you get insights from both the tools. You can find out the first 50 landing pages that are ranking well in Google and getting good organic traffic.
Just like the other features, you have to give input data like country and device.
For each landing page, you can get data like the number of organic keywords from SEMrush tool and Google Search Console. You get excellent answers to your traffic queries here. For example –
- The total number of sessions for each landing page during a given period.
- How much is the average session duration for each article?
- What is the bounce rate for each post?
When you click on the data, you will get better insights. For example, when you click the “number of keywords”, you will be displayed organic traffic insights for that landing page. You will get data like position of the URL gets in organic search for the given keyword at the specified period. Also, the volume of traffic the keyword is generating and the traffic share percentage etc. can also be got.
Use these insightful organic traffic stats, you can further improve the content. Otherwise, you can change your content strategy that better suits your domain and niche.
You can add different URLs to track the SEO of those articles. SEMrush will analyze your content and give some recommendations and stats based on the analysis of top ranking pages. For example, suggested keywords to add to the existing content are given.
When these semantic keywords are added, your content SEO will look good in the eyes of Google. It is not necessary that you implement all the keywords suggested. But by improving existing content and adding the relevant keywords suggested at appropriate places, your content will have better user intent.
As you can see above the SEMRUSH PROJECT TOOL gives microscopic view of your site. This SEM tool will tell what you are missing in the eyes of search engines and suggests better ideas for improving the articles. It will give optimization ideas for better improving your content. It also analyzes your backlink profile using Google Search Console and its own data.
You can also use SEMrush Project tool for brand monitoring and PPC analysis.
By implementing these metrics, you can have a better SEO site. With time and addition of further content, your site will improve ranking in Google. This way your advertising revenue and also traffic will increase from using site audit results.
Finally, you will have a better understanding of your site from SEO point of view and gain better insights for further improvement of your landing pages.