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Search Engine Optimization is a key strategy to help online businesses to achieve their marketing goals. If you need to deliver SEO audits to your clients or your marketing team, you might often meet issues to make them clear, easily understandable and actionnable. However, there are processes to explain and present SEO audits and make them immediately valuable for your clients / partners.
Our article aims to give you the keys of an easy-to-understand SEO audit.
Before going in details about what you audit should include, the first thing is to make your SEO audits VISUAL! Your report must be easy to read, ergonomic and accessible.
Then your SEO audits should at least integrate:
Designing an appealing report is essential to catch your client’s attention. You don’t want to bother him with a 15 pages spreadsheet full of incomprehensible data and URLs. Make your SEO audits simple, visual and esthetic.
As non SEO experts, your clients may sometimes not evaluate all the SEO criterias. That is why you need to guide your clients when delivering your SEO recommendations. You have to convey confidence, trustworthiness and be convincing.
Some improvements may not seem essential for your clients but you have to explain why it does for Google. I think here of mobile optimization for instance when some clients don’t think it is a setting that worths it. Well, even if they don’t receive a lot of mobile traffic, their websites need to be responsive for example.
Also, popularize your wording. You don’t want to confuse your audience with super technical words. Provide a glossary with easy definitions of words like breadcrumbs, Page Rank or canonicals.
Be positive with what is not working now. If you’re auditing a website that does not respect any Google guidelines, it might be discouraging for your clients. But be reassuring! Build a war map with all the next steps to show that everything can be achieved and clearly explain what you offer. Your audit must serve to prioritize next steps and know what to fight first. Depending on who you are working with, you need to help share the different tasks between the team.
Also, show that quick wins can be rapidly done. Then, leave time for questions as it is essential for your client to feel that he can ask you something you have not prepared in advance.
Doing an SEO audit can be a great way to close deals. Actually, you can be extremely proactive and foresee your prospect’s need. Here is a roadmap of what you could do to attract new clients:
An audit can be runned manually but also with great actionable tools that will save you a lot of time.
For everything related to onpage SEO performances, you should try OnCrawl. We deliver handy SEO audits with data visualization and the ability to export your data.