Complete Website Analysis – Website Quality Audit

Unleash Potential With a Website Quality Audit 

Using our sophisticated SEO tools & experience, we’ll run a full crawl of your site, analyse the data for areas of improvement, and build a path forward that drives more quality traffic to your business. 

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What is a Website Quality Audit?

A website quality audit is a comprehensive evaluation of your website’s current search performance and overall quality. It involves analysing your website’s technical structure, content, and user experience to identify any issues or areas for improvement that may be affecting your search rankings and organic traffic.

Our website quality audits are the first step on the path toward better SEO and visibility online. Providing the data we need to carry out quick fixes for immediate SEO improvements, as well as for developing a successful long-term search strategy.

We’ll assess your website through the eyes of search engine algorithms—evaluating relevance, authority, performance, and functionality for improved SEO, user experience and increased sales. 

Website Quality Matters

Better search performance means more conversions.

A website is more than just a digital brochure for your company. It’s a live and interactive platform that, when developed and maintained properly, should drive sales for your business. By focusing on website quality—on the back and front end—you’re signalling to both prospective customers and search engines that your business is one of value. This leads to higher search rankings and more conversions.

What is a website “quality score?”

Google’s algorithm assigns every website a “quality score.” Websites that are technically optimised, user-friendly, and have high-quality content are given a high ‘quality score’ and prioritised in search results. This increases your company’s visibility, driving more traffic and, ultimately, sales for your business.

Conversely, websites that offer a bad user experience,  structural issues, and poor functionality, are given a low ‘quality score’ and perform badly in search results. This decreases visibility, traffic, and sales.

Improving your website quality doesn’t only benefit your organic search performance, but also other marketing channels such as PPC (pay-per-click) advertising. When your website is of high quality, it provides a better user experience, which results in higher conversion rates and lower bounce rates for your Google Adwords campaigns.

There are many factors that can contribute to a low-quality score, including:

  • Poor quality content
  • Slow website speed
  • Broken links and page errors
  • Lack of mobile-friendliness
  • Broken backlinks
  • Duplicate content
  • Poor structured data
  • Hard to navigate design
  • and poor user experience

A website quality audit will bring these issues to light so you can begin increasing your quality score and your website visibility.

We know what search engines want.

A simple concept with a not-so-simple implementation.

Search engines design their algorithms according to what they know web users are looking for, primarily:

  • Relevance to the search term
  • High-quality content
  • Authority on the subject matter
  • Excellent user experience

On the surface, a website may seem to meet all of these criteria but still fail to perform well in search results. This is because the metrics used by search engines to determine quality are more complex and technical than what can be seen with a cursory scroll through the site. It’s not enough for a website to look good—it must function, perform and communicate in a way that meets the expectations of today’s search engine algorithms.

As SEO experts, we understand how search engines determine whether a page is relevant to the search term and the web user. We understand how search engines assess a website’s authority, user experience, and content. And we understand how to develop websites that satisfy search engines and customers alike.

How do search engines determine “quality”?

Search engine algorithms are sophisticated tools that use machine-learning to continually evaluate the behaviour of web users, who perform billions of online searches each day (Google alone receives 8.5 billion daily searches). These algorithms are constantly updating to keep up with the evolving needs and behaviours of their users.

To optimise your website for search engines, it’s essential to understand their criteria and adapt accordingly.

Website Relevance: Key Components

When determining whether or not a website is relevant to the user and the user’s search term, search engine algorithms scan for the following:

Content suitability: the website’s content matches the user’s search intent and includes relevant keywords.

Title tags and meta descriptions: these accurately reflect the content of the page and contain relevant keywords. 

Headings: the headings of the page accurately represent the content and contain relevant keywords. 

Internal linking: there are internal links on the website that are relevant to the user’s search intent. 

External linking: there are relevant external links related to the search topic from other high-quality websites.

Structured data: the website has structured data markup that accurately represents the content and helps search engines understand the context of the page.

Geotargeting: the site has properly implemented geotargeting to ensure it appears in local search results for relevant queries.

Website Authority: Key Components

When determining whether or not a website is a reputable authority within its niche, search engine algorithms scan for the following:

Backlinks: the website has high-quality, relevant backlinks from other authoritative websites.

Social signals: the website has a strong presence on social media, with high engagement and shares of its content.

Brand mentions and citations: the website has a strong presence in its niche, with mentions and citations in relevant publications and websites.

Reviews: the business has positive reviews on platforms like Google Business.

Security and trust indicators: the website contains certain trust indicators such as SSL certificates, privacy policies, and terms of service.

Website Content: Key Components

When determining whether or not a website’s content is of value to the user, search engine algorithms scan for the following:

Keyword optimisation: the content includes keywords and phrases that people are using in their searches, and these terms are included in a way that’s natural and doesn’t detract from the content’s accuracy and flow.

Accuracy & originality: the content is informative and engaging. It’s free of errors and plagiarism and doesn’t contain duplicate content.

Content length: the length of the content is appropriate for the topic and purpose. It is long enough to provide sufficient information and context, but not so long that it becomes overwhelming or boring.

Content organisation: the content is well-organised and structured, with clear headings, subheadings, and paragraphs. It is easy to scan and read.

Content updates: the website content is regularly updated and refreshed to ensure its relevance and accuracy.

Social sharing: the content is set up to be shareable on social media platforms.

User Experience: Key Components

When determining whether or not a website provides a good user experience, search engine algorithms scan for the following:

Website speed: the web pages load quickly enough to provide a positive user experience. Web pages are free from elements that cause slow load times, such as large image files, clunky code, and excessive plugins.

Mobile-friendliness: the website is mobile-friendly and responsive, with a design that adapts to different screen sizes. Content is easy to read and navigate on mobile devices.

Navigation and site structure: the website layout and menus are easy to navigate, with clear links that help users find the information they are looking for. The site structure is logical and intuitive.

Working links: the website does not contain broken links, which leads to a poor user experience. There are no issues with redirects or unaddressed 404 errors.

Our Comprehensive Website Quality Audit Service

Data-driven insights for smarter SEO decision-making.

Step 1: Data Collection

Site Crawl

Using our SEO auditing tools, we conduct a thorough crawl of every URL on your website, capturing important data points such as word count, page title, meta description, status code, canonical link element, and page type.

XML Sitemaps

We carefully review your sitemap files to ensure that no critical pages are missing. We take into account multiple sitemaps for different types of content, such as images, videos, and site sections, to ensure that every important page is included in our analysis.


We pull data on your website’s keyword rankings to analyse how keywords perform on each page of your website. This allows us to determine the most appropriate and effective keyword for each page.


Our audit pulls analytics data to assess your site’s traffic, leads, and sales. We review the organic sessions, conversions, and sales over the past 12 months, as well as any trends in traffic gains or losses over time.

Search Console

We extract data on click-through rates (CTR), clicks, and impressions. This data provides a valuable reference point for improving page-level search engine results page (SERP) engagement and helps highlight areas where quick improvements can be made to boost SERP performance.


Our SEO quality audit collects data on the number of followed links and referring domains for each URL on your website. This information helps us assess the strength of your website’s backlink profile and identify any areas for improvement.

Step 2: Analysis, Strategy & Implementation

Elimination of Poor-Quality Pages

Following the audit, we’ll thoroughly examine the website data to identify any poor-quality pages that may be impacting your crawl rate and overall quality score with Google and other search engines. By removing and or combining these pages, we can improve the overall quality of your site and enhance its SEO performance.

Optimisation for Immediate SEO “Wins”

Our analysis also identifies “low-hanging fruit” pages on your site that can be optimised for quick improvements in organic traffic. By taking advantage of these pages that are ripe for search optimisation, you should begin to see improved visibility and increased traffic to your site almost immediately.

Long-Term SEO Strategy Development

After completing our initial analysis and recommendations, we’ll have the information we need to help your business develop an overarching SEO strategy for long-term success. This includes optimising for mobile and local searches, developing an ongoing content marketing and link-building strategy, and using PPC advertising to further enhance your visibility in search results.

Strategy Implementation and Ongoing Maintenance

Our team of expert web developers and SEO specialists have the skills and expertise required to put your company’s custom SEO strategy into place. We also provide ongoing support to keep you up-to-date with Google’s newest features and algorithm changes, making informed recommendations and implementing changes quickly to ensure your search performance remains strong.

A Solid Foundation for SEO Success

For better SEO, a website quality audit is the first port of call.

When it comes to improving search performance, it can be tempting to jump right into implementing changes and developing strategies. However, starting with an SEO website quality audit is a necessary first step in the process.

Without an audit, you risk making assumptions about what needs to be changed on your website to improve search performance. You may not be addressing the actual issues that are causing poor search performance, and you may even be implementing changes that harm your search performance. An audit provides data-driven insights into what is working and what isn’t, allowing you to make informed decisions.

Starting with an audit also allows you to set a baseline for your search performance. You can see where your website currently stands in terms of search engine visibility and identify areas for improvement. This allows you to track progress and measure the impact of any changes you make.

Website Quality Audit FAQ

Why is an SEO website quality audit important?

It’s important because it provides valuable insights into how your website is performing in search and helps identify specific areas for improvement. Understanding this data upfront allows us to create a more efficient and cost-effective long-term SEO strategy for your business. 

Without the groundwork, your investments into digital marketing may not provide the results you’re looking for. By first analysing your website page by page, we can better understand what and where your marketing budget should be focused.

How is an SEO website quality audit conducted?

At Digital Estate, we use our proprietary auditing software to evaluate your website according to the criteria search engines use when determining “quality.” This includes doing a comprehensive crawl of your website, reviewing your site’s analytics, and assessing your site’s backlink profile, among other factors. 

This data is pulled from multiple sources and compiled into one report that will be made available to you once completed. 

What are the benefits of an SEO website quality audit?

Our website quality audit service is an essential first step on the path to improved search rankings, increased organic traffic, better user experience, and a more effective digital marketing strategy overall. 

By addressing any issues and implementing the recommendations of the audit, you can improve your company’s online visibility, increase traffic from search engines and, ultimately, get more conversions through your website. Even if you don’t move forward with our services after your SEO audit, you will have everything you need to implement the right changes yourself or provide the website marketing blueprint to your choice of digital strategist.

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