SEO

Website analysis

Once the search behaviour analysis is complete, we know how your audiences search. Then it is time to analyse the website.

How well does the existing content match that search behaviour? Is the site structured so that both users and search engines find the right page? Is the right content in the right places? Do the pages support each other or compete internally?

We map the current state and look for problems and opportunities. The result is a concrete action plan for how each part of the site should contribute to your organic visibility.

The analysis is carried out in three parts:

How we analyse the website

We review the site’s structure, content and technology

1. Structure analysis

How a website is organised affects both how users navigate it and how Google understands and values its content.

We analyse

Information architecture: is the site logically organised? Do users and search engines find the right pages?
Internal linking strategy: how do pages support each other? Which pages receive internal link equity, and from where?
Navigation: do the menus work on both desktop and mobile? Are important pages easy to reach?
Hierarchy: how many clicks does it take to reach important pages? Is the structure clear to Google?

Internal linking serves three purposes at once. It helps visitors find relevant content, shows Google which page is the target page for a term, and strengthens the target page’s ranking by giving it more weight.

2. Content analysis

We review every important page to see whether its content matches both search behaviour and users’ needs.

We analyse

Internal competition: are there pages competing for the same search terms? It is a common problem.
Content quality: does the content answer the search intent? Does it have enough depth? Does it show experience, expertise and trustworthiness?
One search term per page: does each important page have a clear focus, or are pages trying to rank for too many different searches?
Content gaps: is content missing for important search terms? Where are the opportunities to grow?
Duplicate content: is there repeated content that confuses both users and search engines?

Every page should have its own search term and its own value.

3. Technical SEO audit

Structure and content are not enough if the site has technical faults. The technical audit shows whether search engines can crawl, index and rank your site.

We analyse

Crawlability: can Google find all the important pages? Is anything blocked by mistake?
Indexing: are the right pages in Google’s index? Are the canonical tags correct?
Core Web Vitals: is the site fast, responsive and visually stable?
Structured data: does markup help Google understand the content?
Mobile friendliness: does the site work well on all devices?

Technical problems can hold back even good content.

Read more about technical SEO audits →

How we follow up the website analysis on an ongoing basis

Website analysis is a continuous process

A website is never finished. New products are launched, the competition changes, search behaviour evolves and Google updates its algorithms.

We carry out ongoing analyses to

Identify new opportunities as search behaviour changes
Spot problems before they affect traffic
Adapt the site to new competition
Optimise the site using data from Google Search Console

The analysis is particularly important

When launching new products or services
During a major redesign of the site
When competitors make big investments in SEO
After Google’s algorithm updates

Would you like a review of your website?

Want to know where you stand today?

Call us, or fill in the form and we will get back to you.