SEO Audit & Website Analysis

An SEO analysis should include a full website audit and SEO assessment to better understand which website optimization tactics will assist in increasing search engine rankings. BlueMagnet is a website optimisation company (founded in Johannesburg) with over 10  years experience in comprehensive website assessment, including search engine SEO and search user UX optimisation.  A top SEO agency will run a complete SEO audit  before they can being with the search engine optimization process.

Professional SEO Company

At BlueMagnet, we conduct a thorough analysis of your website's health and mobile readiness and provide recommendations to enhance performance on search engines. We assess your website's technical, on-page and off-page position, benchmarked against your competitors, to ensure that it complies with SEO best practice and compliance guidelines and identify any critical issues that might be preventing the website from ranking well on Google.

SEO Audit Process

The SEO audit process includes a deep website crawl to extract key data that will be analysed, interpreted and documented in a comprehensive report, outlining any critical issues that might prevent the website from achieving optimal rankings and user engagement. The website audit includes the following key components:

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Search Visibility, Indexation & Crawl Status 

We check the website’s inventory and crawl status with Google by analysing index status, robots instructions, canonical issues, sitemaps, URL structures, page architecture or penalties to see if there are any issues preventing key pages from being indexed.  We also identify any crawl depth problems that could be blocking sections of the site’s content. Our analysts reviews all unique and indexable pages, duplicate pages & duplicate paths, non-indexable pages, broken links, redirects and error handling.

Technical and Information Architecture
As part of the technical analysis we review the website’s architecture and internal linking structure, PageRank flow, navigational and content hierarchy, alt attributes, structured data mark-up, and various other technical checks to ensure that the website complies with accessibility and best practices guidelines as recommended by Google and the World Wide Web Consortium (W3C).  Our analysts will also review the use of pagination/faceted navigation, use of redirects, JavaScript, iFrames, Flash and Ajax. Site Speed is becoming an increasingly important ranking factor. A number of speed tests will be performed, supported by recommendations on improvements that could be made to speed up the website.
Duplicate Content & Canonicalization 

Duplication is a very common problem amongst enterprise level websites, and can refer to an entire page, large body sections or within a title or description tag. Our analysis will identify pages that are almost identical or very similar. We’ll review whether the same content exists on-site and off-site (an external domain or sub-domains) that may result in the canonical version of content not receiving proper credit or authority. We carefully examine the site to detect duplicate content or canonical issues which may result in duplicate content penalties. This includes reviewing multiple URLs or duplicate content paths, multiple versions of the site, incorrect or insufficient use of canonical tags or redirects, and dynamic or relative URLs. Our analysis will also detect any potentially spun, stitched or automated content as well as any instances of plagiarized content.

On-page HTML & Content
We review all on-page HTML & Content elements including meta data (title, description, alt & heading tags); images (speed, size, filenames & alt tags) as well as content (length, quality, uniqueness & relevance) to ensure that content has been optimised for the most relevant target search term in order to achieve optimal Google SEO rankings.
Internal Link Profile
Every internal link is captured and processed to measure its linking weight. We’ll identify the most heavily linked internal pages that rank highest while also identifying which are the most important pages that may have problems. Unusual linking patterns are also detected during this analysis. We assess implementation of vertical and horizontal cross-linking as well as contextually placed content links to facilitate the discovery of important pages on the site.
Backlink Profile, Domain Trust & Authority
Using a variety of data extraction tools, we build up a comprehensive list of backlink data in order to prepare a complete backlink profile of the website. We conduct a detailed link profile and domain authority analysis for the website and its key landing pages with insights on the quality and health of the anchor text profile. We also include a backlink comparison against the website’s top three competitors in respect to their domain authority.
Google Penalty Assessment
We specifically review the website to identify areas where the website fails to meet Google best practices in respect to poor, thin or duplicate content, over-optimisation, toxic links or other spam tactics. We search for any direct web-spam violations, potentially hazardous tactics or possible negative SEO targeting by competitors.
Mobile Readiness

Google rolled out a major update to its algorithm on 21 April’15, which saw many websites globally lose between 50% and 60% of all their web traffic as a result of the new mobile-friendly ranking signal. If the page does not pass Google’s Mobile Friendliness test, it will no longer come up in Google’s search results pages for users searching from mobile devices. Our Analysts will test your website to determine whether it is responsive to mobile devices and complies with Google’s mobile-friendly requirements. As part of our assessment, we will review the following:

  • Page Load & Server Response Times
  • Appropriate use of Structured Data Mark-up
  • Size Tab Targets : Are links/buttons suited to touchscreen tapping
  • Size content to Viewpoint: Is content sized appropriately for the viewport (Stacking)
  • Render-blocking JavaScript and CSS in above-the-fold content.
  • Use of resource compression
  • Compacting of JavaScript code to improve downloading, parsing and execution speed.
  • Browser Caching Implementation
  • Image Optimisation and formatting
  • Google Mobile-Readiness testing
  • Accelerated Mobile Pages (AMP)
Structured Data Mark-up

Structured data helps Google understand the content on your site, which can be used to display rich snippets in search results. It tells search engines what your site is about in a form search engines can easily understand. Websites with structured data mark-up have shown a significant increase in search rankings, Click Thru Rates (CTR) and traffic. By correctly marking up pages, Rich Snippets & Answers may appear as an indication of good health on the SERPs. Structured Data improves the way that your result looks in the SERPs.

By marking up certain data like address and other contact details, Google will have a better understanding about exactly where you do business. However, by incorrectly implementing structured data mark-up, this could have a negative effect on rankings. We review use of structured data mark-up to achieve Rich Cards, Rich Snippets, Rich Answers and Data Highlighter rendering in the search engine results pages (SERPs).

Competitive Benchmarking

As part of the audit we identify your top competitors on Google. We benchmark your website against them in terms of visibility, authority, trust, rankings & traffic in order to identify the best possible opportunities to achieve optimal organic Google rankings.

Audit Report & Presentation
Upon completion of the site audit, your company will be given a detailed report (together with all supporting data) and an executive summary outlining the key findings and recommendations to improve the site’s performance for each of the analysis performed on the website. Additionally, we include a 2 hour interpretation presentation.

Other Expertise

Encourage engagement with influencers and communication with target audiences.


Attract target audiences to your website through Google AdWords advertising.

Boost your brand's authority and credibility through value driven content marketing strategies.

Enhance the user's journey through scientific user-centered analysis and conceptual design.

Acquire more conversions through optimised landing pages and responsive websites.

Strengthen relationships with audiences through a targeted communications strategy.

Sophisticated reporting and measurement on ROI through objective driven performance metrics.

Make more informed digital marketing decisions through ongoing empowerment and mentorship.