The Enterprise SEO Audit Guide: 3 Easy Checklists to Follow

An enterprise SEO audit is a large company website checkup to see how well it shows up in search engines.

Enterprise SEO audits are different from regular audits because they focus on the specific challenges of large websites and corporations. This involves working through different systems and collaborating with different teams to carry out the audit successfully.

Given the scale of these websites (we’re talking about 80 million pages on GitHub as an example), traditional SEO tools fail to meet expectation, requiring enterprise SEO tools capable of analyzing large datasets.

The goal is to find any problems that might be holding your SEO strategy back from success. You can then address these problems to increase organic traffic.

Enterprise SEO Audit Checklist

Many factors influence enterprise SEO performance. When running an enterprise SEO audit, it’s important to know your client’s specific requirements and work each of these factors individually to make sure you don’t miss any opportunities on your website.

Below is a comprehensive checklist for an enterprise SEO audit, showing essential areas to analyse:

1. General SEO audits

Site Duplication

Duplicate pages on your website can negatively impact your SEO performance because Google may struggle to choose which version of the page to index and rank in its search results.

Your website may be accessible through different URLs, and while you might see them as the same, Google sees them as different. Here’s an example:

  • http://domain.com
  • http://www.comain.com
  • https://domain.com
  • https://www.example.com

To avoid confusing search engines, you have to make sure that there is only one version of your site accessible to them.

Correcting this can be quite simple: you need to determine which URL is the primary one and identify the duplicates using your preferred Enterprise SEO tools.

Then, redirect the duplicate pages to your preferred page.

Crawlability and Indexability

crawlability and indexability

In an Enterprise SEO Audit, crawlability and indexability play important roles in determining how search engines can access and understand your website’s content.

Crawlability refers to the ability of search engine bots to navigate through your site and discover its pages.

Indexability, on the other hand, is about whether the pages that search engines crawl are actually included in the search engine results page (SERP).

When performing an Enterprise SEO Audit you have to involve examining factors like website architecture, internal linking structure, XML sitemaps, and robots.txt , to make sure that search engine bots can easily find and tank your pages.

Indexing could also be a significant issue that causes a drop in organic traffic, so ensure that all of your pages are properly indexed.

Another thing to keep in mind, is that your internal links are done correctly; they are the wires that let Google bots discover your website. Leaving unlinked pages, or as they are called, “Orphan pages,” will not help search engines index them.

Mobile-Friendliness

mobile friendliness

Over 60% of organic search traffic comes from mobile devices. That means you don’t want to ignore over half of your users; this is why you need to make your website mobile-friendly.

Google uses mobile-first indexing, which means Google treats the mobile version of your website as the source to decide which pages to rank.

An SEO audit will check your website for mobile-friendliness issues like:

  • Responsiveness: Does your site automatically adjust to fit different screen sizes (phones, tablets, desktops)?
  • Load speed: How quickly does your site load on mobile devices?
  • Content readability: Is text large enough to read easily on a small screen?
  • Tap targets: Are buttons and links big enough to tap accurately on a phone?

You can start fixing them by checking the Mobile Usability report in Google Search Console for an overview of your entire site.

This report will show you the issues that mobile users face, and by addressing these issues, you can make sure your website delivers a great user experience on any device.

4XX Status Code

4XX CODES

You must have come across this error code while surfing the internet: the “404 error code.”

4XX status codes are three-digit numbers that begin with the digit 4; each one represents a specific issue on your website or a broken page.

Even if the URL’s link still showing up in Google searches and being accessible via internal or external links, its ranking will decrease over time if left unfixed.

Thus, the sooner you fix any issues, the faster the page can regain stability in search engine result pages (SERPs).

Also, even if the page wasn’t important before the problem, fixing 4XX errors is really important. If you don’t, people might come across broken pages, which would make their browsing experience bad. So, it’s really important to quickly fix these errors to keep your website working well.

You can then work on fixing the errors. This could mean restoring the content to the URL or setting up a 301 redirect that pushes users onto the next most relevant page.

Sitemap

sitemap

An XML sitemap is a file that tells search engines which URLs on your website should be indexed (added to its database of possible search results).

Without a well-organized sitemap, search engines might miss important pages or take longer to discover new content, which can hurt your site’s visibility in search results.

It may also provide additional information about each URL, including:

  • When the page was last modified
  • How often the page is updated
  • The relative importance of the page

By including a sitemap in your SEO strategy, you’re essentially simplifying the indexing process, making it easier for search engines to understand the structure of your site and prioritize the most relevant pages for users.

2. Content audits

Traffic Sources

Traffic Sources

Just like any business, your website needs a steady stream of customers. In terms of SEO, these customers come in the form of organic traffic.

And traffic sources tell you where your website visitors are coming from.

And that data helps you make sense of your current website performance, track the success of your marketing campaigns, and understand what’s truly effective.

You probably want to know this type of information about your website:

  • What traffic sources drive the most visitors to your site?
  • How does your organic search traffic compare to your paid search traffic?
  • How are your marketing campaigns performing?
  • What traffic source have the most engagement rate?
  • How do your different traffic sources contribute to conversions on your website?

Google Analytics is a pretty solid tool with the most accurate data, and it can help you answer those questions.

Your website can get traffic from different sources which we can cite:

  • Organic search
  • Paid search
  • Social traffic
  • Referral
  • Email

Content Quality

content quality

As the famous saying goes in the world of SEO, ‘Content is king.’ And you’ve probably came across articles that you consider gems. They not only answer your query but also provide additional information.

When it comes to enterprise websites with large amounts of information, running a content quality audit is essential.

This analysis goes deeply into your existing content to identify areas for improvement in On-Page SEO and make sure that each article answers the query or keyword it is ranking for.

I recommend conducting the content audit for each page individually. You may need to hire a team to make sure it is done effectively.

Here’s what a content quality audit looks for:

  • Relevance: Does your content directly address the needs and interests of your target audience? Are you using the keywords and phrases they’re searching for?
  • Value: Does your content provide helpful, informative answers to user queries? Is it fresh, up-to-date, and engaging?
  • Clarity: Is your content easy to understand? Is it written in clear, concise language that avoids technical jargon?
  • Depth: Does your content go beyond surface-level information? Does it offer unique insights and expertise on your industry topics?
  • Optimization: Are your webpages optimized for search engines with relevant title tags, meta descriptions, and headings?

Images

images

Google Image searches account for 22.6% of all searches.

When performing an Enterprise SEO Audit you have to consider some metrics that can allow images in your website SEO optimized :

Large image files can slow down your website, hurting your search ranking. you have to check for images that are too big and recommend compression techniques to optimize your website without sacrificing quality, or using plugins to optimize images automatically

Make sure image titles and descriptions are descriptive instead of generic names like “IMG_0001.jpg.” give them a clear, concise filenames that accurately describe image content.

Alt text is a hidden description for visually impaired users or when images fail to load. It’s a significant factor in image ranking. make your alt text descriptive with relevant keywords that accurately portray image content.

And the last things is your images have to answer this question; Are your images truly relevant to the content of the page? Users don’t want stock photos that feel generic. Instead, I recommend using high-quality, unique images or visuals that complement your content and improve the user experience.

Average Time on Page

average time on page

If you’re runing a massive e-commerce or online store, you can see that customers come browsing, but they leave in a hurry without even looking around.

That’s called a low average time on page, This metric shows you how long visitors spend engaged with your content.

However there’s no ideal average time on page, because well, it varies.

But generally speaking, the longer, the better. If you’re seeing numbers that are shorter than it takes to microwave popcorn, you might have some issues.

When you’re running a content audit you have to put yourself in the shoes of the reader, and ask yourself these questions :

  • Is the content engaging?
  • Is it easy to read?
  • Is it relevant to what the visitor was looking for?

Conversion Rate

Conversion Rate

The primary goal of SEO isn’t just about ranking high in search results; it’s about making those rankings work for you.

By analyzing conversion rates, we can see if your website is effectively turning visitors into customers, leads, or whatever your business goals are.

Conversions are great because they address the following :

  • They show the real impact of SEO
  • They help us identify areas for improvement
  • They guide future SEO strategies

To identify what’s lowering your conversion rates you have to think about slow loading speed, UI problems, mobile-friendliness, and navigation structure.

3. Technical SEO audits

Broken links

broken links

Broken links happen when the clickable links you see on web pages no longer take you where they’re supposed to.

This can happen because the page they point to has been removed, changed, or redirected. So instead of landing on the expected page, you end up on a dead end or a page with different content.

Broken links also affect the flow of link equity throughout your site, which can negatively impact your website’s rankings.

To fix broken links you can either update or remove them. Updating is the simplest fix; if there’s a mistake in the URL, you just need to correct it out for the correct URL and the link will work as expected.

Removing the link is also an option for websites that have been shut down.

Site Speed

site speed

Site speed is no longer a “bonus” feature – it’s a fundamental requirement.

Speed is a confirmed ranking factor for Google, but it’s not just Google you need to worry about, your users are not so patient either. If your site takes too long to load, they’ll bounce and move to your competitors.

That means missed conversions, lost leads, and overall lost revenue.

The good news is that most of these issues causing slow sites can be solved with little changes :

  • Reduce image file sizes without compromising quality.
  • Minimize CSS, JavaScript, and HTML
  • Enable browser caching
  • Use a content delivery network (CDN)
  • Remove unnecessary plugins

Backlinks

Backlinks

Backlinks comes in first positions based on the ranking factors study by semrush. They act like votes of confidence from other websites, telling search engines your site is valuable and relevant. to perform an enterprise SEO Audit you have to analyse 3 main cornestones for a strong backlink profile:

  • Quantity: How many backlinks do you have? A healthy number indicates strong authority.
  • Quality: Where do your backlinks come from? Reputable sites with high authority carry more weight.
  • Relevance: Are backlinks from relevant websites in your industry? Topical relevance strengthens your SEO power.

This Analysis will help you to:

  • Find high-quality backlink opportunities
  • Remove low-quality links
  • Develop a winning backlink strategy

By strengthening your backlink profile, you’ll increase your website’s authority and improve your organic search ranking.

Internal Links

internal links

Clear and organized internal linking is key to a solid website structure.

It guides visitors and search engines to your most important pages, distributes authority throughout your site, and improves user experience.

To perform an internal linking audit you have to analyze your current link structure, check for broken links, and evalute the relevance of anchor text.

Also identify opportunities to link to high-value pages and create a more logical flow for users navigating your website, this way you won’t have any orphan pages in your website.

H1s

h1 heading

An enterprise SEO audit is the perfect chance to review H1s and find any opportunities for improvement.

They act like a page’s title, summarizing the content and guiding both readers and search engines.

Here’s the Audit Steps:

  • Every Page Needs One H1: Check for missing H1s or pages with multiple H1s. Each page should have a single, clear H1.
  • H1 Clarity: Review H1s for accuracy. They should describe the page’s content in an easy-to-understand way.
  • Keyword Inclusion (Optional): While not essential, consider including your target keyword in the H1 naturally. This can improve SEO.

Scale Organic Traffic with Enterprise SEO Audits

Regular SEO audits are a game-changer for enterprise businesses. They’re like checkups for your website, making sure it’s in top shape to attract organic traffic – the kind that converts into sales.

This guide provides a roadmap for your first enterprise SEO audit. Remember, every website is unique. Feel free to make some changes the process to your specific needs.

Ready to take charge? Start your audit today!

Article by

Yasser Hannaoui is the founder and Head of Content at Erola.
He's been involved in SEO for 4 years and specializes in SEO and content marketing.
When he's not working, he's either reading books or studying physics.

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