{"id":9793,"date":"2018-02-02T11:08:57","date_gmt":"2018-02-02T17:08:57","guid":{"rendered":"https:\/\/www.advicelocal.com\/?p=9793"},"modified":"2018-02-02T11:08:57","modified_gmt":"2018-02-02T17:08:57","slug":"diy-seo-audit-business-presence","status":"publish","type":"post","link":"https:\/\/www.advicelocal.com\/blog\/diy-seo-audit-business-presence\/","title":{"rendered":"The DIY SEO Audit: Optimizing a Local Business Presence for Search Engines"},"content":{"rendered":"<p>When it comes to <a href=\"https:\/\/www.advicelocal.com\/blog\/local-presence-management-strategy-businesses-need\/\">marketing a local business<\/a>, SEO is the most important and most popular strategy to pursue. While both paid traffic and social media should be part of a comprehensive optimization plan, it\u2019s hard to beat the traffic and branding potential delivered by top placement in Google SERPs.<\/p>\n<div class=\"cb-advice\"><a href=\"https:\/\/www.advicelocal.com\/seo-tools\/local-visibility-report\/?utm_source=Blog_Banner&#038;utm_medium=Blog_Content_Banner&#038;utm_campaign=Blog_Banner&#038;utm_content=local_listings_matter_access_free_report\"><img loading=\"lazy\" width=\"700\" height=\"250\" src=\"https:\/\/www.advicelocal.com\/blog\/wp-content\/uploads\/2017\/02\/free-online-visibility-report.png\" class=\"acb-banner-image\" alt=\"Free Online Visibility Report\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.advicelocal.com\/blog\/wp-content\/uploads\/2017\/02\/free-online-visibility-report.png 700w, https:\/\/www.advicelocal.com\/blog\/wp-content\/uploads\/2017\/02\/free-online-visibility-report-300x107.png 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/div>\n<p>Most businesses hit the search engines and find their competitors positioned above them for local industry terms in search. They are frustrated! They need help. They have a well-designed website, a better offer than the competition, and are actively working their SEO plan, yet they are not being rewarded by search engines.<\/p>\n<p>I\u2019m not trying to be a \u201cDebbie Downer\u201d here, and I do have some good news! An SEO audit can almost certainly help identify the factors keeping a local business from that coveted top spot. Adjusting the SEO strategy and repairing errors will help increase local visibility and widen the business\u2019 digital footprint \u00ad\u2013\u00a0that ever important local presence!<\/p>\n<p><em>Keep reading to lay the foundation\u2026<\/em><\/p>\n<h2>What is an SEO Audit?<\/h2>\n<p>Simply explained, an SEO audit is the analysis of all the various factors that influence a business\u2019 placement in search results. These factors include the technical details of the website, on-page and off-page optimization and how it compares to the competition.<\/p>\n<p>A complete audit should uncover the various areas for improvement while still ensuring the business provides the best experience for site visitors \u2013 and search engines.<\/p>\n<p>The complexity of search engines and algorithims means there are many components for SEOs and marketers to consider. An effective audit will reveal the steps necessary to provide incremental improvements, so the business will not decrease in current placement.<\/p>\n<h2>This DIY SEO Audit Series Will Focus on These Components<\/h2>\n<ul>\n<li>Technical SEO<\/li>\n<li>On-page SEO<\/li>\n<li>Off-page SEO<\/li>\n<li>Competitive Analysis<\/li>\n<\/ul>\n<p>Here\u2019s a quick summary of what each of these items mean. You\u2019ll want this in your knowledge base as you move through the DIY SEO audit process.<\/p>\n<h3>Technical SEO<\/h3>\n<p>Technical SEO starts with ensuring the business website has a logical setup which includes folder structure; an obvious, easy-to-follow sitemap; images optimized for size, name and description, plus items like schema markup, which is structured data markup for greater machine readability.<\/p>\n<p>Technical SEO is such an important component of SEO that this is the first thing an SEO professional investigates when a business is not placing high in search results. Here\u2019s a <a href=\"https:\/\/www.rocksdigital.com\/how-to-do-a-website-link-audit\/\" target=\"_blank\" rel=\"noopener\">resource<\/a> that talks a bit about the components you\u2019ll need to understand.<\/p>\n<h3>On-page SEO<\/h3>\n<p>On-page SEO is the optimization of content on a website\u2019s pages to improve placement in search results. This is achieved in many different ways. It starts with creating quality content, which solves a problem, educates or entertains. It will include relevant keywords and phrases used throughout the content, but flow naturally. It also includes the usage of keywords within page titles, headings and subheadings.<\/p>\n<p>Familiarizing yourself with <a href=\"https:\/\/beta.advicelocal.com\/blog\/advice-local-resources\/website-factors\/\">this chapter<\/a> from the Epic Guide to Local SEO will give you a foundation for completing the technical SEO and on-page SEO portion of the audit.<\/p>\n<h3>Off-page SEO<\/h3>\n<p>Off-page SEO does not occur on the website itself, but is how third party websites link to the website. External factors include relevant, quality backlinks from other trusted websites, such as relevant directories, social networks and reviews on sites like Yelp.<\/p>\n<p>This section on <a href=\"https:\/\/beta.advicelocal.com\/blog\/advice-local-resources\/building-local-citations\/\">\u201cBuilding Local Citations\u201d<\/a> will help you understand the importance of off-page SEO. <em>(Since I\u2019m the #QueenofLocalSEO, I\u2019m going to talk a lot about local SEO here, so be ready!)<\/em><\/p>\n<h3>Competitive Analysis<\/h3>\n<p>A competitive analysis is the study of the top ranking competitors offering similar products and services as the business. The study would include items like identifying the keywords emphasized on specific competitor pages, third party links to the page, and other details like how many reviews the competitor has and their social media presence.<\/p>\n<p>If you are wondering how studying competitors will help a business place higher in search results, <a href=\"https:\/\/www.searchenginepeople.com\/blog\/16023-spy-competition-ranking.html\" target=\"_blank\" rel=\"noopener\">here\u2019s an article<\/a> to address that.<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=The+DIY+%23SEO+Audit%3A+Optimizing+a+Local+%23Business+Presence+for+%23Search+by+%40BernieColeman+%23AdviceLocal&#038;url=https:\/\/www.advicelocal.com\/blog\/diy-seo-audit-business-presence\/' target='_blank'>The DIY #SEO Audit: Optimizing a Local #Business Presence for #Search by @BernieColeman #AdviceLocal<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=The+DIY+%23SEO+Audit%3A+Optimizing+a+Local+%23Business+Presence+for+%23Search+by+%40BernieColeman+%23AdviceLocal&#038;url=https:\/\/www.advicelocal.com\/blog\/diy-seo-audit-business-presence\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<h2>Don\u2019t Worry \u2013 The SEO Audit Doesn\u2019t Have to be DIY<\/h2>\n<p>If you are already overwhelmed and you haven\u2019t even started the audit yet, don\u2019t fear, the Advice Local team is here! We can take the bull by the horns and complete the audit for you.<\/p>\n<p><a href=\"https:\/\/beta.advicelocal.com\/blog\/schedule-a-demo\/\">Request a demo<\/a> and learn how our agency services can help you or your clients place higher in local search!<\/p>\n<p>This post is part one in the DIY SEO Audit series. Here are the links to our other posts:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.advicelocal.com\/blog\/diy-seo-audit-technical-seo\/\">Part 2 &#8211; The Technicalities of Technical SEO<\/a><\/li>\n<li><a href=\"https:\/\/www.advicelocal.com\/blog\/diy-seo-audit-place-on-page-seo\/\">Part 3 &#8211; How to Place Higher in Search with On-Page SEO<\/a><\/li>\n<li><a href=\"https:\/\/www.advicelocal.com\/blog\/diy-seo-audit-off-page-seo\/\">Part 4 &#8211; Off-Page SEO and Its Impact on Websites<\/a><\/li>\n<li><a href=\"https:\/\/www.advicelocal.com\/blog\/diy-seo-audit-local-competition\">Part 5 &#8211; Next Steps for Beating Out the Local Competition Online<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to marketing a local business, SEO is the most important and most popular strategy to pursue. While [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":9799,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[9],"tags":[],"class_list":["post-9793","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Optimizing a Local Business Presence for Search Engines | Advice Local<\/title>\n<meta name=\"description\" content=\"It\u2019s hard to beat the traffic delivered by top placement in Google SERPs. This DIY SEO audit will help you get there. Call (214) 310-1356 for information.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.advicelocal.com\/blog\/diy-seo-audit-business-presence\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimizing a Local Business Presence for Search Engines | Advice Local\" \/>\n<meta property=\"og:description\" content=\"It\u2019s hard to beat the traffic delivered by top placement in Google SERPs. This DIY SEO audit will help you get there. 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