Not all websites are in the best shape and although they might look beautiful and you love to browse them, underneath it might be that the website is just falling apart and not optimised for a good search engine result page (SERP) position.
Ranking the site high might become an issue with loads of errors and issues.
When you do your research on the best website audit tool no doubt that you will find SEO Powersuite Website Auditor and rightly so because the features that you get with this tool will absolutely help you, your content manager, your webmaster and system manager optimising your website and not only that, it will give you so much information about your own but also your competitors website that you can outrank them on even small ranking factors you have never thought of.
To get an understanding of the list of features that you get with Website Auditor:
Before we dive into the detail of the features it is good to know that there are 3 WebSite Auditor Editions.
The limitations of features are set within each edition where you can understand that the FREE Edition just have less features enabled than the Enterprise Edition but it might be that you do not need the Enterprise Edition and that the Professional Edition is sufficient.
It is not possible to export SEO auditing report to HTML with the FREE or Professional Edition but with the Enterprise Edition you can upload the HTML pages to any webserver.
Only the Enterprise Edition allows to publish reports online via FTP.
The FREE and Professional Edition do not allow to save on-page optimisation reports for printing, only the Enterprise Edition allows this.
Only the Enterprise Edition allows you to send reports by email directly from Website Auditor.
It is not possible to store or save reports with the FREE or Professional Edition, if this is a functionality you need to purchase the Enterprise Edition.
Only the Enterprise Edition allows you to execute tasks automatically after genrating a report.
You can save an unlimited number of projects locally or Dropbox and open these projects on other computers as well in the paid editions.
The FREE Edition does not allow you to print any reports, the Professional version does allow it but you will have a SEO PowerSuite watermark. If you do not want the SEO PowerSuite then the only alternative is the buy the Enterprise Edition which has a white-label function.
Unfortunately, no scheduling of tasks possible with the FREE Edition however when you purchase any of the other editions you can run your SEO Powersuite on a dedicated machine, never turn it off and then schedule SEO tasks at a certain time or day.
The FREE Edition does not allow you to save any projects, if this is something you need then you need to buy the professional or enterprise edition.
Unfortunately it is not possible to make use of the SEO PowerSuite Cloud when you have the FREE Edition, the Professional edition lets you store 5 projects and the Enterprise Edition gives you the possibility to store 100 projects in the SEO PowerSuite Cloud.
FREE: You cannot store any projects and therefore also not in Dropbox.
Professional & Enterprise; You can store as many project as you like in Dropbox and because the official Dropbox API is integrated the files will be automatically compressed.
Copy and past is only possible with the Professional and Enterprise Edition.
The FREE Edition will analyse 500 URLs where the Professional and Enterprise Edition have no limit, they will import all seen and unseen pages giving you a good overview of the website structure for you to analyse, optimise and for further processing.
The Customer Search Mode is available in the Professional and Enterprise Edition where you can search content that is just TEXT or HTML but also pieces of code like Google Analytics, Meta Descriptions, Structure Data Mark-up and much more.
The FREE version gathers statistics of maximum 500 URLS where the Professional and Enterprise version will gather statistical data that is calculated for every page and the whole website where multiple factors will be used to analyse each individual page and combine that into single and main summary report.
The FREE Version can create an XML Sitemap of 500 URLs, the Professional and Enterprise Version will create an XML Sitemap of the whole site. This XML Sitemap will be created instantly including the pages that you want, which might not be all, upload the file to you server and submit it to the search engines.
The FREE Edition can create a robots.txt file with a maximum of 500 URLs where the Professional and Enterprise Edition can create a robots.txt the way you want, including or excluding pages.
The FREE Edition can check hits on a maximum of 500 pages where the Professional and Enterprise Edition import Google Analytics data for further analysing making it easy to see which landing page is performing well and which landing page needs more work to become a top landing page.
The FREE Edition can help you to a certain extend but the paid editions will give you professional and accurate guidance and definitely help you ranking your website higher in the search engines.
There is no limit to the number of websites (projects) you can optimise.
All the analytical data for Website Auditor is within one single project making it easy to manage.
The Health Check run on your website will show all issues and errors your website has and report on them upon which you can take action by removing these issues and errors so your website will run perfectly.
The Health Check will report on each issue that includes issues with HMTL code upon which you can take action to eliminate that error so the search engines can read and index each page of your website.
You can check which search engine has indexed your pages, check the cache data of pages in the search engines and find out which pages have not been indexed (yet) upon which you can take action to have all pages indexed.
Duplicate content is not what search engines want to see and therefore Website Auditor will tell you which pages have duplicate content, titles or meta descriptions so you can take the action to rewrite the duplicate content to unique content.
Internal links are very important for your website and Website Auditor gives you full control over the internal links and control the PageRank for all pages on your websites.
Identify which Social Media site gives you traffic and ranking so you can use your Social Media budget wisely and make it efficient.
Writing search engine friendly content is important for any website and with Website Auditor you get the opportunity to write content in your niche and any topic you want that search engines love to index.
It is certainly possible to learn from your competitors by unveiling their optimisation strategy and use that knowledge to make your website better.
As it currently stands (Apr19), there Website Auditor supports 597 international and local search engines and counting and if you are missing an engine please visit “a full list of supported search engines” requesting to add your favourite search engine with a good change that they are already working on it.
Website Auditor gives you a clear picture what search engines see, which keywords they think is important to rank that webpage.
With WebSite Auditor you are in full control of the Optimisation Report. You can add company name, logo, header, footer next to adding or removing sections of your reports that includes page elements making the report a report with your brand.
There are 4 different optimisation reports available:
Website Structure Audit Report : the health check
Page Structure Audit Report: page content and structure stats summarized in clear-cut tables
Page Optimization Audit Report: advice on creating Google-friendly content based on competition analysis
Search Engine View Report (a summary of what Google sees when crawling your web pages).
You can indeed create an unlimited number of projects and for each project you can customise the report templates for different clients.
The reporting does not always need to be “advanced” and by using pre-defined colours, reports can be created quickly and still look amazing and professional.
The searches in the search engines are safe because of the support for Google, Yahoo! and Bing API keys.
Next to that you will find in the settings options for Human Emulation, User Agents Rotation and the advanced Proxy Rotation feature which makes the software appear to search engines as a living breathing human being with a Web browser.
The workspace is highly customisable where hiding or showing of data is configured in seconds. For instance, all pages with a PageRank less than 4 will be hidden showing pages with a PageRank of 4 and higher.
The quick search option searches all the records that it can find based on the search query which can be a keyword, a domain, part of a domain, or any other text.
WebSite Auditor can be configured to work from behind a proxy and therefore can analyse any website on the internet.
If you have a Windows, Linux or Mac OS X system, WebSite Auditor can run without any problem and every time you start the software it will check if there is a newer edition available, download and installs it directly.
You can configure WebSite Auditor in several languages: English, German, Spanish, Russian, French, Dutch, Polish and Slovak.
A long list of features that gives you a good and understanding report upon which you can take action. As a business owner managing your own website then the FREE Edition of WebSite Auditor would be a great asset to see what kind of issues the website has however the biggest problem for website owners is a) the lack of technical knowledge b) time to learn to do it yourself and for you hire Keenclick to do the work.
The site audit will show you something like next image giving you a factor status on that particular item. The status can be Error. Warning or Info writing what is wrong and what you need to do to solve it.
The solution can be a link to Google with more explanation on the error itself but any technical person dealing with your website will understand the problem and should be able to solve it. If they can’t then simply that person is the wrong engineer for your website.
In the image below clearly to see some errors including the description of the error and what you can do to solve it.
To rank in any search engine, a website must crawlable otherwise it just cannot be indexed.
This sound all too logic isn’t it? Just bear in mind that there are websites out there that just have so many problems that the search engines cannot index the pages because of bad crawlability.
Your website might have 100 pages of fantastic content but the search engines have only indexed 75 then you obviously would like to know why that is.
Everyone has seen the 404 errors which basically means that the webpage cannot be found. Maybe it has been deleted, maybe there is another reason, the point is that a 404 error gives a bad behaviour and visitors might leave your website.
An option to solve the 404 error is to create a dedicated 404-page writing that the content has been deleted. You might think in creating a new article and use a 302 redirect which is fair, main point is that you do not want to show the 404 error without telling the search engine that the page is gone.
It also can be that the page is available but for some reason not available to the search engine, in this case it must be made available again which is work for the webmaster.
We can go on and on writing on the 404-page but this is not the page for that. The WebSite Auditor clearly shows the error and now it is time to remove that error so it does not harm the indexing and the ranking of your website.
Sites that have many redirects are not really user friendly however some redirects are just necessary like for example the http to https redirect to make sure that after installing a security certificate all traffic is using a secured channel to communicate with your website.
You might see website with or without www, it does not matter if it is used or what does matter that if someone is using just domain and you are using www, that all traffic is directed to www so the search engines only see 1 website and not 2 which then automatically become a duplicate of each other which clearly is not beneficial.
In case you thought that a security certificate is expensive then get a free certificate from Let’s Encrypt (https://letsencrypt.org/).
Let your hosting provider know in case they do not have this option for you or talk to us and we talk to your hosting provider taking all the technical issues away.
It however has consequences for the ranking if you switch from http to https because for the search engine a page http://example.com/exampe.html and https://example.com/example.html are two different pages while for you they are the same.
A redirect comes then into place that is a) redirect all http traffic to https so all traffic is secure and redirect every non-https page to https using a 301 redirect. This can be a daunting task if you do this manually but there are options doing that in a clever way.
The founder of SEO Powersuite Aleh Barysevich wrote an article for Search Engine Journal. The title of that article is “HTTP to HTTPS Migration: The Ultimate Stress-Free Guide” and basically writes the story on the steps to undertake migrating a large database with loads of content and pages from http to https.
The best is to avoid redirects because it simply takes time and visitors just do NOT want to wait for redirects but want to have the page, they intend to see immediately. Do not forget that the load time of a page should be less than 2 seconds otherwise you might lose potential customers.
Today, nearly everyone has a smartphone that they use to go on the internet and so they visit your website using their mobile phone.
A website that is NOT mobile friendly simply will not rank very well in the search engines. If you want to reach out then simply everyone has a mobile and your website MUST be mobile friendly.
We just wrote about securing your site with a certificate which is great for ranking but remember that if you link to another website that you also put that link in HTTPS although the link partner might not have their website secured using a SSL certificate and then simply it is not possible but to a) use the http b) remove the link altogether c) request the partner to migrate to https which they might not do when they have a site with a lot of pages.
We have not touched the canonical pages but basically it means that you point to one single page as the main page which come into place when you have multiple pages in different languages. One of the problems that plugins might have that the developers automatically add a “rel=” tag and that might harm your site.
Frames have been very popular but for search engines these are documents within documents and just give issues and therefore your website will not rank high.
Browsers act different to webpages. The World Wide Web Consortium (https://www.w3.org/) is standardising the web avoiding inconsistencies. Although it does not directly mean that you loose ranking but visitors simply want the best.
Do pages have large images that mean that the page is loading very slow and has a negative SEO impact.
URLs having characters like “?” or “_” are not user friendly and hard just harder to remember therefore the usage of keywords in the URLs are a better way to increase your ranking but at the same time URLs should not be longer than 115 characters.
Best is to keep the URLs short and clear so it is easy to understand what the page is all about.
Webpages should not have broken links. Remember the 404 page which should be avoided however you might have a service that is unavailable like a forum service giving an internal broken link.
At the same time having pages with many links can be very irritating and does not help giving the best experience to the visitor of the page.
Linking to other website is a good thing which is important for link building and having links to your website is a ranking factor however the inlink must be relevant but keep it the same for outbound links and when you do not “trust” the other website or do not want the spider to follow the link make use of the nofollow attribute.
Having broken images or better a place on your website were a image was placed but the image is gone and that gives a broken image.
An important part of SEO is having an ALT text describing the image. Do not use to many keywords because of keyword stuffing, just describe the image giving the visitor to your page an understanding what the image is telling.
The visualisation section gives a quick and clear understanding if there are issues like in the image below. Clearly to see is the red circles showing that there are problems that need to be addressed.
The image not only show the issues but also the links between pages. It is possible to zoom in and out to get a better picture of the links per page.
Highlighted in the image below is the “forum” which clearly shows red and the reason is that the forum link still shows on the homepage but the forum itself has been disabled and that returns the 503 Service Unavailable error. Obviously, this is simple to solve but it clearly shows me directly where I have to look in case there are any issues.
Within the pages you can simple select any page and check if the robot.txt is affecting the page or that the page is added to the sitemap.xml
There is just too much to name all the possibilities and options, next to that some of them will be more reflecting the way you want to work or what you want to see which might be different than me or one of my colleagues.
We wrote in the inbuilding page on our site about dofollow and nofollow pages, here you see what happens when the free plugin JComments from Joomlatune
(www.joomlatune.com) is installed, a dofollow is added and because the JComments are on every page it means that we might loose juice to Joomlatune only because of the plugin.
Note: JComments was only installed to show, it has been removed from the keenclick.com website because Keenclick has been migrated to AMP.
The all resources section shows you the resources used on the site for both internal and external.
The real interesting part comes with content analysis. We will briefly go through this but will have a chapter dedicated to that because it is important with a lot of challenges making this page extremely long if it is added here.
Each individual page can be audited on content and other issues. Like in the example. The “local” page on Keenclick was audited against the keyword “local seo southampton” and although it looks good, there is clearly one big missing item and that is the keyword in the H1.
Although many small businesses make use of a Content Management System like WordPress or Joomla like we do, a content editor has been added in case it is needed and save it to a .html page that can be uploaded to your website.
We have mentioned keyword stuffing in other articles and with the TF-IDF (term frequency–inverse document frequency) function we can see if there is any keyword stuffing or if it is better to add a keyword.
Below you can see that for the local SEO page we can add “digital marketing” & “keyword research” but should remove “local search” and “search engines” or replace these by synonyms.
In the end the content must be of high quality and SEO optimised and WebSite Auditor helps with that.
The report under content analysis gives the options of the Page Audit Summary, Page Audit Details but also a TF-IDF report.
Although the summary showed a 90.6% optimisation rate when going into more detail and especially reading the TF-IDF report then clearly for the local-seo page there is “only” a 66.4% TF-IDF score and that gives room for improvement.
The domain strength shows if there is any authority from the domain. In case of Keenclick clearly there is a lot for improvement.
Reason might be that the domain has been used for other purposes and it might take a while but keep on going, learn, improve.
The report section gives the summary, detail and domain strength again. Printing is only possible if you have the Enterprise version.
In case the default templates are not giving the reporting requirements then you always can create your own template and add the sections you need for your reporting.
The overview is just a glimpse of what SEO Powersuite WebSite Auditor can do. In the end it is the human that is the biggest tool but it is also must be clear that you can run the audit yourself and with some explanation you can come a long way.
Downloading the FREE Edition of WebSite Auditor is a way to start, contacting Keenclick is another way.