Hundreds of ranking factors determine the success of your website in the search results of Google & Co. An SEO audit helps you to identify the weaknesses of your website in order to initiate targeted countermeasures. We explain step by step how the SEO audit works and which tools you need.
What is an SEO audit?
An SEO audit is the ultimate test of your website to assess the current level of search engine optimisation and technical optimisation. Roughly speaking, all on-pageand off-page factors of your website or online shop are checked down to the smallest detail.
SEO experts use checklists, online tools and their own experience to evaluate the content, structure and performance of your website. But content and backlinks also have to withstand some tests. The focus of an SEO audit is therefore on evaluating the search engine friendliness of your website.
As a rule, a catalogue of measures is developed from this. This catalogue lists all the weaknesses and potential opportunities of your website. If you decide not to have the problems remedied by an SEO agency, you still have the option of implementing individual measures from the catalogue yourself. But SEO audits are also an opportunity for agencies to:
- To expand the service portfolio
- Convincing customers of technical and content-related measures
- Informing potential customers about the state of a website
An SEO audit is the basis for your strategy for the coming months. With an SEO audit, you can identify the weak points of your website and can then specifically clean them up.
The right content as a basis
It is by no means only about the technical optimisation of your website. Your content must also be right and fit your target group so that you can be found by Google and other search engines. See the tips in our e-book Content Marketing for Agencies and Freelancers.
The essential tools
For an SEO audit to be holistic, you should make sure you have access to the most important analytics tools and services. These include Matomo (a privacy-optimised alternative to Google Analytics), Google Analytics itself, the Google Search Console and access to your Google My Business entry.
The more data available, the higher your chance of getting to the bottom of inconsistencies. The period of analysis should be at least the last six months or the last 12 months.
What is Matomo or Google Analytics for?
With services such as Matomo or Google Analytics, you can evaluate user behaviour and the calls to your website outside of organic search. You get an overview of how people interact with your website and from which sources the users access your website.
What is the Google Search Console for?
Search Console provides you with information on how your website performs in search results. You will also be informed about 404 errors and technical problems (e.g. incorrect structured data).
More data from the Search Console
For pure website hits in the search results, the data from the Search Console is better suited than from Google Analytics. Google Analytics may only be operated via opt-in in accordance with data protection regulations, which means that a certain proportion of visitors cannot be recorded by Google Analytics.
Are paid tools recommended?
Yes and no. Different SEO tools fulfil different goals. Some are suitable for evaluating your backlinks, while others focus on your content or the technical state of your website.
Most paid SEO tools have a huge advantage over their free competitors: they have much larger amounts of data and can output significantly more information on keywords and backlinks. The data is also often accurate to the day.
Free SEO tools are often limited, the data is not up to date or limited in its suggestions, as daily, million-fold queries and the accompanying storage ultimately also cause costs. Good all-in-one solutions for an SEO audit are tools like:
- Semrush (from 99,95€/month)
- Ahrefs (from 99$/month)
- Sistrix (Optimizer Module) (from 99€/month)
- Ryte (from 99€/month)
A technical audit and crawlability check is best carried out using tools such as the "Screaming Frog Spider". Backlink audits, on the other hand, are carried out with tools such as Ahrefs, Majestic or Semrush. Here, however, you need additional knowledge about link building and link quality in order to distinguish between harmful and good links.
Free SEO Tools: Screaming Frog Spider
When it comes to the technical evaluation of your website, the Screaming Frog Spider is the standard in the SEO industry. However, the tool is mainly aimed at advanced users. The good news is that the programme is currently free for up to 500 crawled URLs. That is enough for most small agencies, companies and blogs.
Another difference to the tools mentioned above: The Screaming Frog Spider is an executable program and turns your work device into a crawler. Services such as Google Data Studio, the Search Console or Pagespeed Insights can also be linked via extensions.
Neil Patel's Site Audit
Neil Patel's Page Audit (part of the SEO tool "Ubersuggest") offers in the free version the possibility to have 150 urls evaluated or to carry out 3 searches per day. Note: The tool cannot keep up with the above tools by far in the amount of tests.
However, the most serious errors of a website are reliably tested. And that makes Neil Patel's SEO tool worth a look for most small businesses or blogs.
Data from the free Google Services
My tip: In the meantime, services such as Google's Search Console have improved so much that a comprehensive SEO audit can already be carried out through the free Google product range.
Many of the SEO tools mentioned above have free versions. However, the number of results in each tool is limited. If you don't have a budget for paid use, I recommend combining many free tools. In order to be able to find as many errors as possible despite limited data.
SEO Audit: The structure
An SEO audit can be divided into different categories. Some recommendations are implemented directly on your WordPress website (crawlability, speed, etc.) while other optimisations (backlinks, web hosting, etc.) are carried out away from your web pages. For each recommendation, I link to a suitable resource that will help you fix the problem yourself.
Crawlability & SEO
Your goal is to check whether all contents of your website can be found, which areas of your web pages are deliberately excluded and how your website is displayed in the search results. In addition, we check which information can no longer be accessed by search engines. Likewise, whether your content adheres to a semantic structure. In other words, whether the structure of your website is comprehensible to search engines.
- Tools: Search Console , Site Audit Tools (Semrush, Screaming Frog Spider etc.)
- Level of difficulty: Easy
Important criteria for indexability are:
- Your website can only be accessed via https, the http://-Version redirects.
- A valid SSL certificate is activated.
- All content and links have a secure connection (https:// instead of http://), keyword mixed content. Alternatively, see this tutorial.
- All pages have a unique title tag. The title tag is different from the H1 heading (over-optimisation).
- Each site has only one H1 heading. Double H1 headings should be removed.
- All pages have an inviting and unique meta description. Meta descriptions can be changed, for example, through Yoast SEO.
- There are no 404 pages (not found), as corresponding urls are correctly forwarded.
- There are no links leading to 404 pages (both internal and external links).
- Important pages are not excluded from crawling. Instructions for this: Configure Noindex in Yoast SEO.
The following criteria are equally important:
- The robots.txt is valid and contains only as many instructions as are actually needed. Instructions: robots.txt explained by Semrush. Tip: Yoast SEO can create a robots.txt for you.
- Your sitemap is linked in the robots.txt.
- If rich snippets, FAQs or other schema features are used on the website, then these should be tested regularly in the schema markup testing tool or in Search Console.
- All internal links use the dofollow attribute.
- Your images have Alt tags (see the instructions for image optimisation).
- There are hardly any forwarding chains or redirect chains.
- Urls are short and contain the keyword you want to rank for. Stop words in the urls are avoided.
- URLs use hyphens and not underscores (hyphens are used to separate words).
- In the best case, all content can be reached with 3 clicks.
In addition, unused post types, taxonomies and categories (e.g. generated by WordPress themes or plugins) are excluded from the search results in order to save crawl budget. This is possible with Yoast SEO, see this tutorial on the correct settings.
The whole thing can be extended indefinitely. Very specific topics such as href-lang tags, AMP or canonicals have been deliberately omitted from this list in order not to increase the complexity even further. You can deal with these topics as soon as all other components of the SEO audit have been worked through.
Display on mobile devices
Since Google separates the search results into two different indices (mobile and desktop) - and thus evaluates both the mobile view and the desktop view of your website separately - the mobile view of your website should also be error-free. Even in 2022 and in times of mobile first, where mobile visitors to a website often make up about 70 percent, the focus of many developersand web designers is still on the desktop version.
The result is poor rankings in mobile search results, less traffic and a loss of potential customers. In the B2B sector, however, desktop visits are often still superior to mobile visits.
- Tools: Search Console, your browser's developer tools, Google Lighthouse or your mobile device.
- Level of difficulty: Medium
Finding errors in the mobile display
Your goal should be to fix all display errors on the mobile version of your website. It is imperative that you fix display errors such as content that extends beyond the edge of the screen or overlaps. You should avoid hiding content on the mobile version of your website but showing it on the desktop version. This is because the mobile version is likely to be displayed to most users and is the main version used by Google to determine your content and rankings.
You can test all urls and elements of your website on your own mobile device. However, there is a risk that the version of your website for other device sizes or screen resolutions will still be displayed incorrectly.
Variant 1: Analyse warnings from Search Console
Fortunately, Google informs us about critical display errors directly in the Google Search Console:
The problem with this method is that only critical errors are reported. Elements that are not clickable or adapted to the UX are not recognised and reported.
Variant 2: Use browser developer tools
Another possibility is offered by most web browsers in the developer console. There we can simulate the display on other devices. Oliver Pfeil has written an article about this at wp unboxed : Responsive web design mobile-compatible - this is how mobile optimisation works. Here you can find more information about the method:
Technical problems and speed
Anyone who has followed the SEO development of the last 10 years remembers apocalypse scenarios like Mobilegeddon. Announcements that have thrown the entire SEO scene into turmoil. The Mobilegeddon did not happen... however, it is no secret that Google has been putting a lot of effort into making websites faster on the web for years. At the same time, Google encourages webmasters not to flood the Google index with low-quality pages.
The speed at which a sitepage is fully loaded has become an important ranking factor. And Google has launched several free tools to help developersoptimise its own loading times. Since load time impacts the user experience of your web pages, load times have a passive impact on user behaviour scores. E-commerce sales in particular suffer from slow loading times, as Amazon has published in a study.
Optimising the speed of a website is an art in itself, which many developersdo not like to take on. After all, troubleshooting is time-consuming. But even without an expert at your site, there are a few tools you can use to quickly improve the speed of your WordPress website. See the 10 most important levers for your WordPress performance.
Another tip is to opt for a specialised WordPress hosting. Raidboxes has specialised in fast loading times with its premium WordPress hosting. It is not important to achieve a score of 100/100 in Google PageSpeed with every site . However, the urls that play the biggest role in the success of your business should have the shortest possible loading times:
- Landing pages
- Service pages
- Shopping baskets and product pages
Tools like GTmetrix and Pagespeed Insights quickly give you recommendations on how to optimise your websites.
Although the values provided by PageSpeed Insights are a good indicator, they do not provide any information about the actual loading time, as described in more detail in this e-book.
- Tools: GTmetrix, Pagespeed Insights, Google Lighthouse, Search Console
- Difficulty: Hard
Here are some tips on how to increase the speed of your WordPress websites:
- A fast call-up of your WordPress website. The key figure TTFB (time to first byte) should be as low as possible.
- The WebCore Vitals in the Pagespeed Insights tool should also be optimised.
- Optimisation of LCP(Largest Content Paint).
- Optimisation of CLS(Cumulative Layout Shift). Tools like the Layout Shifter Generator help you to find such errors.
- A high-performance and specialised WordPress hosting for your WordPress projects.
- Your website ideally uses modern technologies such as server-side caching, compression or supports modern image formats such as webP to reduce the loading time of a website. See the tips here under "Performance and SEO".
- Alternatively, a plugin such as WP Rocket can be used to optimise speed or provide a cache (see the tutorial on WP Rocket settings).
- Your images are also compressed and the image width does not exceed the maximum width of the website.
- Your WordPress version is up to date and you are using a current version of PHP.
- You avoid too many WordPress plugins and deactivate those whose functions are not used or can be solved without plugin (see http:// with https://).
You can find further tips in the following articles:
- Tips for a high-performance Managed WordPress Hosting
- WordPress Hosting and Website Speed Comparison
- E-Book: Measuring Webpage Speed Correctly
- PageSpeed Insights - How to optimise your website
Your backlink profile
Backlinks are still one of the most important ranking factors in Google search results. A high-quality link to your website is like a recommendation in real life. Unfortunately, we cannot filter who recommends us and for what reasons. And on the internet, where many processes are automated or anonymised, not every "recommendation" is a helpful one. Possible reasons for this can be:
- These are purchased backlinks from dubious sources
- Or a spam attack with the aim of damaging your website.
- The referring website is no longer maintained and the information is out of date
- The referring website has been sold or not renewed and is now spam
It is true that Google is now very good at assessing how high-quality a backlink is. And which one comes from spam. But the systems are not yet perfect, so that you sometimes have to help "manually".
Fortunately, Google offers the Disavow tool as a way to permanently exclude harmful links from the calculation of your rankings. And lo and behold, only a few days after the Disavow tool was used, we were already able to record considerable successes:
The illustration shows the ranking of a client after tens of thousands of links from spam domains were "devalued" in the Disavow tool. For all other backlinks, the following applies: The higher the quality of the source and the more appropriate the match to the topic of your website, the better the quality of a backlink. See also this tutorial from the Ahrefs team. It explains very well what to look out for in a backlink audit and how it can be carried out.
Option 1: Find and remove backlinks manually
To do this, go to the Google Search Console. Under "Links" you will find the widget "Top referring websites". There you will find a list of all domains that link to your website:
In the overview of all referring domains, you have the option of exporting these domains to a table. From there, you can analyse each individual domain:
The disadvantage of this method is that Search Console only exports the root domains and not the subpages of the referring website. So you only get a rough overview of the backlink profile.
Option 2: Let an SEO tool analyse the backlinks
SEO tools such as Semrush and Ahrefs also provide you with tools to analyse the quality of your website's backlinks. Ahrefs might give the best recommendations of all tools.
In Semrush you can find an overview of your backlinks under the menu item "Backlink Audit". Here you can see the percentage of these links that come from toxic (low-quality) sources. Most important, however, are the lists under the tab "Audit".
Here Semrush evaluates exactly why a URL is considered toxic. From there, you can either mark it as "safe" or move the URL or the entire domain directly to disavow.txt. Then upload it to Google.
Once you have done this, you should be notified via Search Console a few hours later that the disavow file has been successfully applied. Don't forget to give SEO Tools full access to your Search Console and Analytics data. This is the only way to get a detailed listing of all your backlinks. Here is a checklist:
- Does the linking domain have a thematic reference to my website?
- Is the linking domain a spam website (pornographic content, scam, fake websites)?
Check most linked sites and linked anchor texts
In the Search Console you will find the tab "Links". There you will see the widget External Links -> Most Linked Pages. Open this report:
Now you can see which of the URLs on your website are linked to the most by others. As a rule, your start page "/" will be linked to most often. The simple reason for this is that people prefer to link to brands rather than whole groups of words.
However, we now analyse the number of links that refer to subpages. Such links are usually an indicator of high-quality and topic-relevant references that Google and other search engines rate as particularly good. Take a closer look at the following screenshot:
231 backlinks point to the start page "/", but hardly any to the important sub-pages. There are no backlinks at all to the sub-pages of the services. As a search engine optimiser, I would now conclude the following:
- The quality of the sub-pages is poor, so other people don't link to them. There is no incentive.
- Services have not ranked so far because there are no thematic backlinks to the subpages.
Finally, let's take a look at the widget "Top linking text". You can also find this in the Search Console under "Links":
In the best case, you will find a list of anchor texts that refer to your domain, brand or the authors of your website. These natural links are essential for search engine optimisation, as mentions on the web promote trust with search engines. They help you build authority around your brand.
Anchor texts with keywords that are particularly important for your site should appear directly after this. For example, services or products. We can read from the anchor texts that important keywords are currently still missing out. This also reinforces the assumption that the services have not yet received any backlinks. In addition, there are anchor texts from foreign domains that may indicate spam. These should be examined more closely.
Traffic and rankings
Every SEO audit aims to increase the organic traffic of your website in the long term. Therefore, in this step we will examine the current rankings of your website and the traffic from Google Analytics.
To do this, first call up Google Analytics. Get an overview of the visitor numbers of the last 12 months in the menu item Target group -> Overview. Deselect the segment "All users" and replace it with "Organic visits":
In the best case, the ranking of your website should increase constantly. If your website's traffic has stagnated or even collapsed, then you need to research the causes of this collapse. One cause could be that this website was affected by a Google update.
Unfortunately, Google does not notify website operators whether an update has had a negative impact on them. The maintenance and control is in the care of the webmasters. However, you can use Google search to check for updates and announcements in the relevant period:
And lo and behold, major SEO magazines immediately catch the eye, reporting an update on 01 August 2018:
Now you know that your website was actually affected by an algorithm update. This gives you the opportunity to find out more about the causes and effects. And you can exchange information with those affected in order to restore the ranking of your website.
Alternatively, you can call up the organic search of Semrush and enter a domain of your choice there. Known Google updates are also noted in the diagram. They give you a direct indication of why traffic dropped at that time:
Unfortunately, Analytics does not show any data on the current keyword rankings of your website. To obtain such data, you have to use a paid SEO tool or the Search Console. The larger the keyword database of the SEO tool, the better your analysis will be.
To obtain data on the ranking of a website, we open the organic search in Semrush again. The following example shows that everything has been done correctly so far. And that the rankings of the domain are constantly improving. We also get an overview of our URLs: For which keyword or in which position do they rank?
If you click on one of the keywords, you will see a list of all the important data for this search query. Also a list of the top 10 results. In other words: You see your competition.
Here, it is the task of our SEO audit to develop new traffic sources and evaluate the current rankings. This is the only way to develop keyword opportunities and increase website traffic in the long term. Analyse what your competitors who are ahead of you are doing better. This could be better content, a better tool or simply better backlinks.
In order not to go beyond the scope of this article: In my article Keyword Research for SEO Success, you will find a complete guide to finding out your most important keywords. There, I show you step by step how to conduct keyword research with the help of your current rankings and develop new traffic.
What do you do when traffic stagnates?
Your traffic is either no longer developing because no new content is being published on the website, or because your website is no longer rising in the rankings. In this case, I also recommend a competitor analysis for each keyword. Or to develop new keywords by means of a keyword research.
Was your last postspublished a while ago? Then it is also advisable to refresh all content by updating it.
What do you do when traffic has plummeted?
If you don't find any signs that your website was affected by a Google update, then another assumption is obvious: your website has fallen victim to a technical error. Reverse engineer all your changes.
Check whether any pages were changed or deleted weeks before the traffic collapse. Or have you added new WordPress plugins or a new theme or made updates? Whatever the reason, you have to find out the cause by using the exclusion procedure.
- Tools: Google Analytics, Matomo, Search Console
- Level of difficulty: Easy - Medium
Content and text quality
Search engines love fresh content! It is not without reason that it is now part of every SEO strategy to regularly adapt content on the web and supplement it with new information. And your visitors will also be happy about the latest posts. See the tips in the e-book Targeted Content Marketing.
This also keeps the content of your website up to date. And you reduce the danger that your competitors will challenge you for first place with new content. There is nothing worse for search engines than sending searchers to a website with outdated content. After all, the job of search engines is to give users the best possible answers to their search queries. If they bounce from your website, it reflects badly on the search engine. And it's not good for your user experience. In other words, it has a negative impact on your ranking.
This is precisely why you should regularly subject your content to a content audit. In a content audit, you analyse all the content on your website to see if it:
- Offering added value for visitors
- Have current content at your disposal
- No duplicates of other sites are
- Show organic traffic
- Can be combined with other sites
- How the user experience is affected on this URL
As a rule, you then create a list of all URLs and decide whether a content:
- Merged with another URL
- Can be updated
- Or whether no manual action is required
You can easily maintain a content audit within a spreadsheet or Excel table. In addition, you can examine each URL individually in Google Analytics for dwell time and bounce rates. The values provide information on whether your visitors rate the content of a website as useful or unhelpful.
To do this, go to the Google Analytics tab Behaviour -> Website Content. There you will find a list of all URLs and the most visited pages:
You want to learn more about the content audit? The book "Think Content" by Miriam Löffler is very suitable for this. It contains numerous tips on content marketing and the right content strategy.
Do not overlook meta titles and meta descriptions
During a content audit, many webmasters only focus on the superficially visible content of their web pages. They often forget to adjust their meta descriptions and meta titles as well. These are the short texts that are later displayed in the search results. They should encourage users to click on your result.
To check the meta information of your web pages: Call up the Google search and enter the command "site:yourdomain.xyz" in the search mask. You will then receive a list of all your indexed pages. You can see here which meta descriptions and meta titles are too long or too short.
Optimise click through rate
Always present the content of your pages in an informative way. At the same time, make sure that your search results are as attractive and exciting as possible for users. Meta information is no longer an active ranking factor. However, the number of people who click on your result can still have a passive effect on your positioning. The keyword is the click through rate (CTR).
Alternatively, use a tool like the Screaming Frog Spider. It crawls all URLs of your website and shows whether meta descriptions are too long or even missing:
With a plugin like Yoast SEO, you can edit the meta information of a URL directly in the WordPress editor. In addition, plugin shows you whether you have complied with character limits that apply to the meta title or meta description. The following criteria apply to the content:
- Each sub-page has only one H1 tag. This tag is short, concise and clearly describes the topic of the webpage. If you have several, you should change this.
- The content is subdivided into further headings relevant to the topic.
- The content is unique and not duplicated on the website.
- Do all pages have an appealing meta title? Avoid duplicates.
- Do all pages have an appealing meta description? Avoid duplication here too.
- Is all the content on your website unique and of high quality?
- Do all internal and external links point to valid websites?
- All texts fulfil the search intention of the users.
- Important for search engine optimisation: Texts link to other sub-pages.
- Texts contain an author box and comply with YMYL and EAT guidelines if your pages can be assigned to a sensitive subject area (law, finance, medicine).
- URLs have less than 300 words. Pages with little content are usually an indicator of poor research ("thin content") or poor quality, so that the user's question or search intention is not answered.
- Links in the main content have descriptive text.
- Are all images on your website accessible and do not trigger a 404 error?
- Each image also has a descriptive ALT attribute. This is important for search engines to understand the content of an image, as well as for an accessible website.
The ratio of text to HTML should also not be less than 10 percent. Anything else may indicate overloaded code, caused for example by WordPress Page Builder.
The Local SEO Audit
A local SEO audit is the optimisation of local subpages, the optimisation of your Google My Business listing and the entry in business directories. A local SEO audit is easy (but time-consuming) to implement, as external sources are mainly checked to see if they match your optimised Google My Business listing. It becomes more complex if your business has changed its location in the past.
Make sure that the company name is the same. For example, if it is "Naturheilpraxis Rostock", then it should also be the same on the website and in all directories, including company details. However, companies often use aliases such as "Anja Musterfrau Naturheilpraktikerin", which can lead to confusion in the search results.
We highly recommend the blog of the Whitespark agency, which publishes very detailed tutorials (PDF) and case studies on optimising your local results.
- Tools: Google My Business, Whitespark, Yext (for German-speaking countries)
- Level of difficulty: Easy
Questions you should ask yourself when optimising locally:
- Does the right Google My Business listing exist for each location?
- Is the data for each location in Google My Business up to date?
- Are the right business categories selected on Google Maps?
- Does the Google My Business listing have sufficient and high-quality photos or videos?
- Is your company listed in Germany's most important business directories?
- Is the company data in each business directory entry up to date?
- Is the information in each business directory entry also relevant?
- Link building interface: If your services or products are only offered in this region, are there also backlinks from the region that are important for local rankings? For example, from local newspapers, mentions or cooperations?
Hardly relevant for rankings in local search results:
- Google My Business Posts / local posts
- Availability for questions or a chat function
- Keyword stuffing in the company name (possibly even against the Google My Business guidelines).
Sequence of measures
That's a lot of recommendations, but where do you start? Not all of the previously mentioned - rather general recommendations - will have a big impact on the positioning of your website. Sometimes it is only a small number of problems that prevent a subpage from ranking. SEO experts are more experienced in assessing the costs and benefits of a recommendation.
Importantly, always be aware that your WordPress website never needs to achieve a 100/100 score. Over-optimisation generates more costs than actual, sustainable benefits. If only because rules, recommendations and their weighting can change at any time.
In order for you to get the most out of your search engine optimisation, even as a beginner, I recommend the following order of processing:
1. fix warnings in the Search Console
Google - as the judge of your success - already warns you about critical mistakes in its own tool, the Search Console. Therefore, you should definitely follow up on these warnings.
2. global instead of minimal changes
Instead of concentrating on optimising a single URL, you should initially focus on those tasks that automatically have an effect on all URLs. In other words, on your entire website.
If you improve the speed of all subpages in one fell swoop, for example by compressing all images, this will have a holistic effect on the success of your project. The first successes from such optimisations motivate you to deal more intensively with the matter.
3. critical errors in audit tools
Most tools for an SEO audit categorise the errors found according to how serious they are. Here is an example from the tool Semrush:
Proceed as follows to correct the errors:
- Critical errors must be corrected in any case. They affect the rankings of your website the most and can have negative consequences.
- Moderate errors have a less drastic effect than critical errors. They either have a passive effect on the ranking of your website, or they influence the user experience. This in turn has consequences for the ranking of your website.
- You should also observe the clues even if they are not mentioned as problems.
In the latter case, you will receive recommendations for action in Semrush for which the tool cannot precisely assess whether the settings made are actually intended. An example: Should a certain site really be marked as noindex?
4. your content remains the most important criterion for your ranking
As before, the motto "Content is King" can be attributed the highest value. Even the most optimised website with the best backlinks is of no use if your content is poor. If the above recommendations are not successful, then you should focus your optimisation efforts on the content of your website. Because good content remains the most important ranking factor in the organic search results.
Loveless stock photos and cribbed texts from various author platforms can ultimately be the difference between your content proving itself against the competition. Or, as Google itself explains in this YouTube video: "Create great content that performs well in Google search results".
You think you have fulfilled all these requirements? Then it makes sense to read up on specific optimisation measures, such as link building.
Conclusion: Regularity leads to the goal
There are thousands of changes to the search algorithm every year, with small adjustments being made at regular intervals. New functions are always being added to the search results of Google and other search engines. But the basic rules of search engine optimisation usually remain the same.
Your changes should always aim to improve the user experience. An SEO audit helps you to do this. Therefore, it is recommended to perform such an audit at least once a year.