SEO analysis refers to the evaluation and optimization of a website to ensure that it is optimally structured and optimized for search engines to achieve higher rankings, more traffic and better visibility in search engine results.
Performing an SEO analysis is of great importance for the success of a website. An SEO analysis helps to identify the strengths and weaknesses of a website in order to improve the search engine optimization and increase the ranking in the search engine results.
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- Relevance of a comprehensive SEO analysis
- Keyword analysis
- To perform an effective keyword analysis, one usually performs the following steps:
- Brainstorming
- Keyword research
- Keyword selection
- Keyword optimization
- Onpage optimization
- Content Search Engine Optimization (SEO)
- Some essential aspects of the onpage optimization are
- Technical aspects
- Technical and content optimization
- Website structure
- SEO Analysis – Offpage & Backlinks
- A successful backlink analysis usually includes the following steps
- Adjustment of the offpage SEO
- Competitor analysis
- A successful competitor analysis usually includes the following steps:
- Competitor identification
- Analysis of the website structure and content
- Tools & SEO Analysis
- Google Search Console
- Google Analytics
- Pagespeed Insights
- Searchmetrics
- Sistrix Toolbox
- Seobility
- Reporting
- SEO Audit
- SEO Analysis – FAQ
- Opening hours of the SEO Agency Wittibschlager
- Some information about Zurich
Relevance of a comprehensive SEO analysis
A comprehensive SEO analysis is critical to understand the website’s current SEO strengths and weaknesses, identify key opportunities and improvements, and develop an effective SEO strategy to improve the website’s visibility, traffic, and performance in search engine results.
Search engine optimization analysis is one of the most important tasks for website presence on the net. Search engines regularly introduce new updates to ranking systems in order to display the best possible search results. The relevance of a domain is especially crucial with Google when it comes to generating new clientele and greater sales. However, an SEO analysis is not limited to content. Search engine bots of Google scrutinize carefully to check the quality of a web page and place it accordingly in the results (SERP). So, to be among the first suggestions requires several SEO factors.
The SEO Agency Zurich understands the importance of regular SEO analysis for companies with an Internet presence and would like to show you below an overview of the most relevant topics and tasks in SEO analysis.
This includes both content optimization and technical analysis. A thorough examination of the website structure, content, keyword optimization as well as backlinks is typically part of the SEO analysis.
In addition, the competition is analyzed and other important factors are taken into account. Only through professional, comprehensive search engine optimization can the website be adapted in a targeted manner and subsequently ensure more traffic and higher conversion rates (conversion of visitors to buyers).
The following steps are essential when performing SEO & SEO analysis:
Keyword analysis
Keyword analysis involves identifying and analyzing keywords that are relevant to the target audience and business in order to create content and pages that are optimized for those keywords and achieve higher visibility and rankings in search engine results.
We analyze the relevant keywords for your website and check the current rankings. In addition, we identify new keywords that could improve the ranking.
Before creating content for your website, it is essential to carefully choose the right and relevant keywords. This involves key terms that users frequently search for on the Internet.
To identify the appropriate keywords and their relevance, features like Google Digest and other SEO tools can help. Comparison with the competition can also help in finding the right keywords.
Before the copywriting process, you should create a pool of keywords that lists all relevant terms as well as their search query relevance. Keyword analysis can be used to identify potential topics and areas of interest for users, which can then be integrated into the website content through clever word choice.
To perform an effective keyword analysis, one usually performs the following steps:
Brainstorming
This involves searching for terms that could be relevant to the website and the company. Synonyms and related expressions can also be considered.
Keyword research
Keyword tools are used here to find potential keywords and perform their search volume and competitor analysis.
Keyword selection
After that, you choose the keywords that best fit the content and goal of the website and have a reasonable ratio of search volume and competition.
Keyword optimization
Next, integrate the keywords into the content of the website as well as into its technical structure so that they are recognized by search engines.
Onpage optimization
Onpage optimization involves optimizing content and elements on the website, including meta tags, headings, keyword optimization, internal linking, image optimization, page structure, and content creation to improve website visibility and performance in search results.
Onpage optimization includes all the actions performed directly on your website to ensure that its content and technical structure meet the requirements of search engines and achieve high visibility in search results. This includes checking website structure, meta tags, internal links, and load time and content.
Onpage SEO is therefore all the content of a website that is crucial for its ranking – including not only texts, but also structure. Thereby, the onpage content should be particularly user-friendly.
Content Search Engine Optimization (SEO)
Content search engine optimization (SEO) refers to the optimization of all content that the website visitor sees and reads. This purpose includes not only texts in the form of product descriptions, but also videos, photos and infographics, which should match the text and additionally inform the user. For example, embedded videos have a positive impact on the time a user spends on the domain.
In order to achieve a good ranking, increased emphasis must be placed on high-quality content in the SEO analysis in the content area. Exciting and informative texts improve the user experience and thus rank the website higher on Google & Co.
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Some essential aspects of the onpage optimization are
In order for both users and search engines to navigate and understand your website well, a clear and logical structure is important. This includes a sensible menu structure, the correct use of headings (H1, H2, H3), paragraphs and lists. Meta tags are information that search engines display in search results. These include the title, meta description, and meta keywords tag if applicable. The title should contain the main keyword and be as concise and memorable as possible. The meta description should briefly and accurately describe the content of the page and encourage the user to click on the page. The use of relevant keywords in the website content is an important factor for visibility in search results.
Technical aspects
Onpage optimization has technical aspects, improving the loading time of the website, checking the structure of the URL and using the canonical tag so that content is not indexed twice. Successful onpage optimization requires an interplay of technical and content means to ensure that the website meets the requirements of search engines and achieves high visibility in search results
Technical and content optimization
Technical optimization involves optimizing website structure and functionality to ensure fast load time, mobile optimization, and user-friendly navigation, while content optimization aims to create relevant, high-quality content that meets the needs of the target audience and is optimized for search engines to improve website visibility and performance.
The technical and content optimization and analysis are two other parts of SEO. The technical SEO includes all the processes that the user consumes and uses indirectly, but influence the authority of the domain. A large part of technical search engine optimization deals with the speed and loading times of the website. If these are particularly high, the page cannot be scanned completely during crawling on the one hand. On the other hand, website visitors quickly lose interest and leave the page again, although the time users spend on the page is another factor in SEO analysis.
Regular updates of CMS (content management systems) are essential. The use of outdated systems can also have a negative impact on the position, as they may make it unsafe for the user.
It is important that your website loads quickly and avoid error messages to minimize user bounce rate.
Also, make sure that your text, images, and videos are formatted so that they are easily accessible to the web browser. Additionally, your site should always be up to date and security precautions should be taken by creating regular back-ups.
Website structure
A good website structure features clear and logical navigation, intuitive user experience, optimized internal linking, and mobile optimization to improve usability and search engine optimization of the website.
It is important to think about the structure and navigation before creating a website. This is because a clearly structured layout and consistently used navigation help users to find their way around the site and easily complete a purchase.
In addition to a comprehensible menu, the internal link structure should also build on each other in order to be able to link to different landing pages of the domain in texts and thus increase traffic to the entire site.
The home page offers the best opportunity to successfully link to the most relevant subpages. Nevertheless, make sure that backlinks are only placed in places where they make sense and offer users added value.
SEO Analysis – Offpage & Backlinks
SEO analysis and offpage backlink analysis can be performed by monitoring the quality and quantity of a website’s backlinks, identifying linking domains, reviewing anchor texts, determining domain authority and page authority, and using tools and data analysis to identify potential for building high-quality backlinks to improve the website’s online visibility and performance.
It is important to check your backlinks regularly to make sure they are from quality websites and increase the authority of your website.
Offpage analysis refers to all SEO factors that externally influence the ranking position of the website. This includes, for example, the presence on social media, the development of cooperations and partnerships or the hosting of your domain. The main task in off-page SEO is link building. Here, external websites are linked that provide users with further information on the main topic and thus improve the user experience (UX).
In terms of link structure and link building, however, there are a few things to consider so that the website actually ranks better and does not even sink in the SERPs.
A successful backlink analysis usually includes the following steps
Identification of the backlinks
Backlinks are important for a successful SEO strategy. Without backlinks, it’s hard to get far up the search engine rankings.
But what steps do you need to take to perform a good backlink analysis?
First, you should identify all existing backlinks. For this purpose, there are various tools that can locate websites that link to yours. After that, it’s time for link building, i.e. building relevant and trustworthy links (DoFollow). But NoFollow links also have their justification and should be included in measures.
Checking the quality of backlinks
If you want to make sure that your backlinks come from reputable and trustworthy websites, you should check their quality. Inferior backlinks from websites that might use spam or black hat techniques will have a negative impact on your website’s ranking.
Adjustment of the offpage SEO
In order to prepare your website for an SEO analysis, it is also important to adjust the off-page SEO. To ensure loading speed and security, your domain should be hosted domestically – this will keep more traffic depending on the industry. Link building and social media activities are also sub-disciplines of offpage SEO.
Regular review and analysis of backlinks is essential for successful backlink analysis. The anchor texts used as linking text for the backlinks must be relevant and varied and must not contain over-optimized keywords.
In addition, it is important to analyze the sources of the backlinks to find out which websites are providing the backlinks. Backlinks from websites that fit thematically to your own website and come from trustworthy sources can have a positive effect on the ranking.
However, in some cases, some of the backlinks come from harmful or low-quality websites that can affect the ranking of one’s website. Such harmful backlinks should be identified and removed in this case.
Competitor analysis
Competitor analysis can be done by observing and analyzing competitors’ online presence and activities, and identifying their strengths and weaknesses through tools and data analysis to gain important insights and best practices for your own SEO strategy.
We need to review our competitors’ activities and strategies online to understand which SEO strategies are successful. This is how we can compete.
Competitor analysis is an essential part of search engine optimization. Through them, you will get the necessary insights that will allow you to choose the right content and SEO measures for your industry.
When comparing websites, you should not only consider the highest ranked competitor, but compare several sites to get a comprehensive picture of the market situation and the respective SEO factors.
In your analysis, use keywords that also appear frequently in your competition. However, be careful not to engage in keyword stuffing. Also, building a better link structure can often be crucial to prevail over your competitors in the SEO analysis.
A successful competitor analysis usually includes the following steps:
Competitor identification
Use tools and techniques to identify key competitors in online marketing.
Analysis of the website structure and content
Reviewing competitors’ website structure and content is essential to understand what strategies and techniques they are using to improve their visibility and ranking. SEO analytics provide valuable insight into how content can be tailored to users – geographic factors, age, gender and interests are all taken into account to optimize the content provided.
Technical analysis also provides clues as to what sales figures are possible or why there is a low ranking position. For example, a high loading time of the domain can be detected and adjusted so that no potential is wasted during scanning (crawling) by search engines.
Regular review and analysis of competitors’ online activities and strategies are an essential part of successful competitor analysis. This involves examining which keywords and search terms are most successful, which new keywords and search terms can be considered, which websites link to competitors, and how to optimize the backlink strategy.
Furthermore, it analyzes which platforms are used for social media and how followers and fans are engaged. The research also aims to find out what tactics and techniques are being used to improve visibility and engagement online.
Tools & SEO Analysis
SEO analysis tools provide important insights and information to improve online visibility and performance of websites by analyzing factors such as keyword rankings, backlink profile, onpage optimization, website speed, competitor analysis and more.
So that an SEO analysis does not become impossible, one often relies on tools and assistance. However, this method is often criticized because it makes the content less relevant. The position of the website in the rankings is crucial and has implications for the future as well. So it is important to know for which focus the different programs are suitable and what should be their function in the analysis. Especially when it comes to expensive tools, you have to proceed carefully and decide whether they are more useful for technical or content optimization.
Finding a quality SEO analysis tool is important to determine which areas of the website need optimization. With the help of this tool, the website can be filled with user-friendly and relevant content, as well as technically optimized so that it can be found in the top search results.
The analysis tools examine the entire website and check to what extent optimization measures have a positive impact.
There are several helpful tools on the market with different focuses of search engine optimization: for example, onpage optimization, backlink building or an SEO all-in-one solution.
At the beginning, the large selection seems quite confusing; therefore, it is important to first get an overview of the different SEO analysis tools yourself.
Google Search Console
This powerful tool is a free tool from Google that is used for monitoring and improving your website’s search performance by providing features such as crawling statistics, indexing status, keyword analysis and error reporting.
Google Search Console is an indispensable tool for search engine optimization. Although the tools offered by Google are specifically programmed for Google visibility, they still help enormously to get a first insight into the website’s potential for improvement. Google Search Console is part of these tools and helps to analyze the site from the point of view of the crawler of Google itself. Here you can find some off-page factors such as whether your website has been adapted for mobile view or whether there is potential for improvement here.
Google’s Search Console, formerly known as Webmaster Tools, provides important insights into how Google tracks websites and where problems occur or there is room for improvement. This information is available at all times and can be consulted on a regular basis. Thus, not only the indexing status can be viewed, but also search terms, search queries, backlinks, access numbers, crawling errors and much more.
In addition, you have the option of submitting an XML sitemap, which you can use to submit the website structure to Google. Search Console offers numerous free options and should be in every website owner’s repertoire.
Google Analytics
Google Analytics is a free tool from Google that provides website operators with comprehensive insights into user behavior on their website. Google Analytics allows users to monitor and analyze traffic sources, interactions, conversions, and other metrics to optimize their website and marketing strategy. Various reports and dashboards can be used to visualize and interpret the data.
Pagespeed Insights
Pagespeed Insights is a free tool from Google that analyzes the speed and performance of your website and offers optimization suggestions to improve load time and user experience.
It is an indispensable tool when it comes to optimizing the loading times of your website. The software creates a detailed report and alerts you to existing problems. With the help of the improvement suggestions, you can make the necessary optimizations. The search engines have increasingly higher requirements for the loading speed of websites, so it makes sense to perform this test regularly.
Searchmetrics
Searchmetrics is an SEO tool that provides comprehensive keyword research, competitor analysis, on-page optimization, backlink analysis and website tracking, and focuses on providing data-driven insights and analysis to optimize businesses’ online visibility and performance.
This tool is a recognized SEO analysis tool, which is primarily used by large companies or agencies to comprehensively analyze the market position of a domain. Through many functions, you can thus search a huge database for keyword analysis, quickly retrieve KPIs and continuously analyze the content.
A special benefit is the competitive analysis, which shows you what advantages other companies in your industry have carved out to increase authority in the SERPs.
With the “Research Cloud International” package, there is also the option of including domains abroad in the analysis. Although this version is significantly more expensive than the “Research Cloud National”, it is definitely recommendable for internationally located companies.
Sistrix Toolbox
SISTRIX Toolbox is an all-in-one SEO tool that provides comprehensive keyword research, competitor analysis, onpage optimization, backlink analysis and website tracking, and is especially known for its keyword database and content optimization features.
This toolbox is one of the most popular programs for SEO analysis in Switzerland and Germany. You get as many as six modules, which you can use especially for large SEO projects. If you wish, you can purchase the individual modules of the rather expensive SISTRIX Toolbox separately and thus ensure that you do not spend money unnecessarily
Seobility
Seobility is an SEO tool that enables onpage optimization, website monitoring and analysis, and backlinks and keywords management.
Seobility, with its affordable prices and free basic package, is mainly aimed at small projects and websites or private hosts who are looking for an effective tool for SEO analysis and optimization. Since the tool only analyzes onpage content, it needs further assistance or programs for offpage analyses (e.g. link building).
However, Seobility performs the onpage analysis satisfactorily. In the areas of technology, content and structure, the website is first crawled and later analyzed.
Now, problems such as faulty backlinks are highlighted and appropriate optimization measures are suggested. On the home page, you can easily track the optimization successes in these 3 categories – as well as the ranking position and the use of backlinks to subsequently perform SEO optimizations.
Reporting
Regular reports are important to track and evaluate the progress of SEO efforts. It is important to note that an SEO analysis is not a one-time process, but should be performed continuously to ensure that the website is always optimized and meets the requirements of search engines. Reporting is about collecting and presenting relevant information and metrics to measure and track the success and evolution of an online marketing campaign.
The actual SEO analysis is now done using KPIs. In order to create a meaningful SEO audit, this analysis can be done in parallel with point 1, as it is also the preparation for the subsequent optimization. The KPIs are accurate values and cover all areas of search engine optimization. Thus, through stored data records, they reflect in which areas there is potential for improvement on your domain. Based on the KPIs, you can identify, for example, the bounce rate of website visitors. If this is particularly high, it may be that the loading time is too long or that the usability (user-friendliness) has deficits. Here, among other things, an analysis of the web page navigation could then take place
Click-through rate is an essential factor that tells you about the extent to which your website is effective. A high CTR indicates that only a few users who see your page in the SERPs actually click on it. You could remedy this by adjusting the metadata. With the help of the data from the bounce rate, CTR or conversion rate, many conclusions can be drawn to create an optimization guide for your website. We now present more detailed optimization measures.
SEO Audit
The SEO Audit is a special plan that includes all the clues and steps of the final SEO analysis. In order to be able to carry out the planning, the circumstances should first be examined; where is there potential for improvement on your website? What figures confirm this assumption? Is the optimization and subsequent analysis done on a technical or content level? In addition, you should define exact goals in the SEO audit, which should be achieved after the optimization. This is the only way to clearly illustrate improvements and losses. The SEO audit also lists collaborators or tools that are consulted during the analysis and optimization. A precise classification is clearly an advantage here.
Effective reporting should include the following elements:
The goals and KPIs (Key Performance Indicators) of the online marketing campaign should be clearly defined and measurable. These goals should be reviewed regularly to ensure that the campaign is on track. Data Sources It is important to identify the sources of the data and ensure that the data is reliable and accurate. Visualization The visualization of data is an important part of reporting. The data should be presented in a visually appealing and easy-to-understand manner to make the report more comprehensible and meaningful. Interpretation It is important to interpret and analyze the data and key figures in order to identify possible weaknesses and opportunities both decision for further optimization measures can be made.
SEO Analysis – FAQ
With the help of some SEO tools it is possible to determine the visibility of web pages and sub-pages in the search engine ranking under a certain keyword. The result of the analysis reveals weak points with a need for optimization.
The purpose of performing an SEO analysis is to evaluate the performance of a website in terms of search engine optimization. This typically involves looking at various factors that can help a website perform better or worse in search results. These factors include the technical architecture of the website, the quality of the content, the use of keywords, the structure of the links, and the overall user-friendliness of the website.
Performing an SEO analysis can help identify a website’s strengths and weaknesses in terms of search engine optimization and can provide recommendations for improvements or changes to improve the website’s visibility in search results. An SEO analysis can also help a website better meet the requirements of the search engine algorithm and thus achieve higher rankings in search results.
To make SEO successful, you have to create relevant, high-quality content, perform technical optimization, generate backlinks and take into account the needs of the target audience as well as the requirements of the search engines. The higher the ranking in Google, Bing and Co. the better! Technical optimization includes aspects such as website speed, security and mobile-friendliness, onpage optimization refers to optimizing the content and structure of the website, and offpage optimization refers to generating backlinks from other high-quality websites.
The so-called SEO tools support the website operator in search engine optimization in very different areas such as keyword, backlink, content, etc.. The entire page is analyzed and existing errors are revealed.
Most tools cover different areas of SEO analysis:
SEMrush: SEMrush is an all-in-one SEO tool that provides comprehensive keyword research, competitor analysis, onpage optimization, backlink analysis and website tracking.
Ahrefs: Ahrefs is another all-in-one SEO tool that specializes in keyword research, competitor analysis, onpage optimization, backlink analysis and website tracking. It is especially known for its ability to provide detailed backlink information.
Moz: Moz is an SEO tool that focuses on keyword research, onpage optimization and website crawling. It also provides a site explorer function for backlink analysis.
Google Analytics: Google Analytics is a free tool from Google used for website tracking and analysis. It can provide important data such as traffic sources, visitor behavior, conversion rates and more.
Google Search Console: Google Search Console is another free tool from Google used for monitoring and improving the search performance of your website. It provides features such as crawling statistics, indexing status, keyword analysis and error reports.
Yoast SEO: Yoast SEO is a plugin for WordPress that focuses on onpage optimization. It offers features like SEO title and meta descriptions, XML sitemap generation, content analysis and more.
Opening hours of the SEO Agency Wittibschlager
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| Tuesday | 9:00 AM - 5:00 PM |
| Wednesday | 9:00 AM - 5:00 PM |
| Thursday | 9:00 AM - 5:00 PM |
| Friday | 9:00 AM - 5:00 PM |
| Saturday | 9:00 AM - 5:00 PM |
| Sunday | 9:00 AM - 5:00 PM |
Some information about Zurich
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