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First things first, you need to create a project for a domain you want to perform a site audit on. Go to List of Projects1) and click on Add New Project2). Enter a domain name and a project name. If you already have a project created the target domain, you'll need just to click Start Audit3) on the project dashboard to launch the audit.


You'll be prompted to configure crawling settings: the maximum number of pages to be crawled, the scanning speed (you can leave the automatic speed control box checked or uncheck it and set a custom crawling speed by pulling the slider towards higher or lower speed indicator). Click on More options to access advanced settings: 

Here you can tell the crawler whether it should crawl subdomains and adhere to your robots.txt guidelines (both options enabled by default); set the condition under which only pages with a specific word in their URL are going to be crawled; an input http authorization if the site is not publicly accessible yet and you'd like to check it against errors before going live:

 

When the site audit is finished, you'll see an SDO score on the project dashboard — a metric that measures site's technical optimization on a scale from 1 to 100. It's calculated as a ratio of the found issues and their severity to the number of issue types and number of pages. The higher the SDO score, the better your site is optimized

For details on the site audit findings, go to Site Audit > Audit Summary. The first thing you’ll see here is a concise report with visual elements that displays the number of found errors from three categories: high, middle priority, and low priority errors. The Information category presents data that is not errors - for example, pages with a canonical tag. All errors from a particular category can be accessed by clicking the corresponding figure. On the left, Serpstat presents findings of the last audit; on the right - the previous audit results (if you did any viruses on the website as well - the data from Google Safe Browser. The report can be exported in PDF or XLSX.

SDO Score Dynamics displays the changes in the SDO from the audit's history.

You can compare the site audit results with the previous audit. Also, you can start another site audit by clicking Start Audit. 

High priority errors are the most dangerous and damaging for your domain SEO. Fixing those errors should be the first item on your to-do list.

Middle priority errors are not so severe as the high priority ones, but still, they have a heavy negative impact on your online visibility.

Low priority errors  for the website SEO and can be sorted out after fixing the first two categories.

The scheduling options are: daily, every 3, 7, 14, 30 days or manual. By default, the manual option is on.

Then you may see Issues Overview.

HTTP Status Codes - the number of pages that return certain HTTP codes. The X-axis displays how many pages return the status code indicated on the Y-axis.

Length of Title - the graph shows the number of characters in the Title on the scanned pages.

Length of Description - the graph shows the number of characters in

Length of Body - the graph shows the number of characters in the Body.

Indexation of pages - the graph shows the ratio of pages with and without the noindex meta tag.

Canonicalization - a graph that shows the ratio of pages with and without = "canonical" tag.

Below you'll find All issues and recommendations: types of errors merged into logical blocks. To get errors of a particular type, click the category name:

HTTP Status Code.

Pages that respond with 5xx or 4xx codes. If our crawler received of these codes from the site's hosting server, the corresponding section the report will have a gray To get details, expand the error report.

The report features:

  1. Broken URL
  2. Status code for the broken URL
  3. Pages linking to the broken URL 

Meta Tags

 Title is used to generate a SERP snippet and is important for click-through and SEO. It has to be an accurate and concise description of a page's content (up to 70 characters).

Description is a meta tag that provides a concise summary of the page. Meta descriptions are commonly used on search engine result pages (SERPs) to display preview snippets for a page. SEOs have to be careful to avoid duplicate titles or descriptions and need to adhere to the length recommendations.

Site Audit checks meta tags for the following errors:

Headings

H1-H6 headings are used for creating page structure - they indicate the importance of page contents. H1 is the most important heading, mostly used for post titles, item names etc. H6 is the least important heading.

Every page should have only one H1 heading, while each H1 heading should be unique within the site. You have to keep the valid ordering of headings.  

Accessibility & Indexation

Indexation is the process of analyzing data collected by search engine crawlers from a website. The documents are later added to the search engine’s index.

To be indexed, a page needs to be accessible to crawlers. 

Redirects

Redirection is the process of forwarding users and robots from the requested URL to  URL.

Types of redirects:

  • 301, permanent redirect (recommended)
  • 302, temporary redirect

It's recommended to avoid linking to the redirected page.

Links

A page should have some outbound links, however, too many outgoing links may cause page rank leakage.

HTTPS Certificate.

HTTPS certificates ensure the security of your site and the protection of personal information.

HTTPS for the following errors:

  • HTTP pages in sitemap.xml
  • Invalid or expired certificates
  • Using HTTP Strict Transport Security (HSTS) support;
  • Using SSL protocol.

 

 

If your site has language versions of the content, use the hreflang attribute to indicate this to the search engine. Using this attribute helps the search engine understand the content in different languages and display it in the corresponding issue.

AMP (Accelerated Mobile Pages) are accelerated pages for mobile devices. Sites using AMP load faster on mobile devices and are ranked first in mobile issuance.

Markup-related issues.

The Open Graph and Twitter Card layouts are used to create an informative and presentable preview of your site on social networks and Twitter.

Markup helps the search engine generate special snippets and recognize page content. It shows search engines that text or other elements on a page are important and belong to a particular data type.

for desktop and for mobile - this section of the Audit shows the presence of errors that can affect the speed of loading pages on a site.

Website page loading speed is an important ranking factor. Fast sites rank higher in SERPs. Also, download speed affects user behavior.

identifies problems with download speed and offers solutions for desktop and mobile versions of the site. Data taken from the Google ​​Insights tool.

Here are some of the parameters checked:

Using the browser cache.
Using JavaScript and CSS.
Image optimization.
Readability of fonts.

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