What Is SEO Analysis?

Search engine optimization (SEO) analysis is the practice of auditing a website to identify opportunities to improve its placement in search engine results. A related goal is not only to improve search engine results placement (SERP), but also to boost actual organic referral traffic from those search results. Organic referral traffic is one of the basic SEO metrics marketers measure as a part of their overall program.

SEO analysis may start with an initial report on potential improvements such as keyword placement, new content creation, URL optimization, and removal of duplicate or low-performing content. It is an ongoing effort, since search results change constantly. SEO analysis therefore encompasses the use of a keyword rank tracker or a SERP tracker to continually measure your SEO efforts against industry data, competitors, and other metrics.

Organic search traffic remains one of the most powerful sales and marketing channels in the digital age. If your website isn’t readily found on relevant searches, whether from a desktop or mobile device, a prospect has little means of discovering your business. SEO analysis is the methodology by which you can help ensure your business is visible to today’s consumer. It’s also the means by which you can keep up with the high velocity of change in search algorithms and results, as well as the competitive landscape online.