RMIT Classification: Trusted

MKTG1420 Digital Business Development

Week 6 SEO Audit Tutorial

1. Consider using the following SEO Audit Tools/Checkers:

 SEObility - https://www.seobility.net/en/seocheck/
 Neil Patel’s SEO Analyzer - https://neilpatel.com/seo-analyzer/
 SEOptimer - https://www.seoptimer.com/
 SEOquake - https://www.seoquake.com/index.html
 Semrush - https://www.semrush.com/features/on-page-seo-checker/

2. Use the tools to uncover technical issues, on-page optimization gaps, or missed opportunities that hinder a
website's visibility and performance in search engine rankings.

Tool: SEObility (Domain-level site audit: https://www.rmit.edu.vn)

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 RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 SEO Audit Tutorial
3. To address the issues above, consider the following questions:
 Is the response time acceptable?  Technical SEO
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 How can you improve the H1 heading? Why is H1 heading important for SEO?  On-page SEO

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Tool: Ubersuggest (Page-level site audit: https://www.rmit.edu.vn/study-at-rmit/undergraduate-programs/bachelor-digital-marketing)

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 RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 SEO Audit Tutorial

4. To address the issues above, consider the following questions:

 How fast is the load time? Why is it necessary for SEO?  Technical SEO

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 What is the problem if there are multiple meta-descriptions on the page?  On-page SEO

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Don’t forget to cite your sources using RMIT Harvard referencing style.

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 RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 SEO Audit Tutorial
Conducting a Technical SEO Audit

Choose a website to perform the following tasks.

1. CRAWLABILITY - refers to the ability of search engine crawlers to access and navigate a website's pages for
indexing.
 Check if there is a Robots.txt file. After the domain name, add “/robots.txt” (as illustrated below).

Provide a screenshot of your robots.txt file. Describe its

contents.

If there is no file, does it indicate a potential issue? How so?

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2. INDEXABLE - is the ability of search engines to add the web page to their index.
 The figure below shows that there are 3,900 indexed pages on the RMIT website. On Google, type,
“site:https://{domain name}” in the search box, as illustrated below.

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 RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 SEO Audit Tutorial

How many Google-indexed pages are there? Provide a screenshot.

Discuss how page indexability impacts a website's visibility in search engine results.
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Take note that marketers need to register their website with Google Search Console. Sometimes this process is
automatic as crawlers will follow other sites' links.

3. XML and HTML SITEMAPS - XML sitemaps assist search engines in efficiently crawling and indexing a website's
content, while HTML sitemaps enhance the user experience and facilitate navigation.
 To generate the HTML map, add, “/sitemap” after the domain name. See the illustration below. To
discover the pages on a website, you can use https://www.xml-sitemaps.com/
 To generate the XML map, add “/sitemap.xml” after the domain name. See the illustration below.

Provide screenshots of your HTML and XML maps.

Examine the role of XML sitemaps in facilitating page indexability in Google. Discuss how XML sitemaps help
search engine crawlers. Elaborate on the recommended practices for creating and submitting XML sitemaps.

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 RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 SEO Audit Tutorial

4. MOBILE FRIENDLINESS - refers to the optimization of a website to provide an optimal user experience and
functionality on mobile devices, such as smartphones and tablets.
 To check if your page is mobile responsive and easy to use, use the
tool: https://search.google.com/test/mobile-friendly (See figure on the next page).

Is your selected webpage mobile-friendly?

Discuss how mobile-friendliness impacts a website's visibility in mobile search results and its overall SEO
performance.
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5. PAGE SPEED - refers to the time it takes

for a web page to load completely in a
user's browser.
 To check the page speed, use the
https://pagespeed.web.dev/

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 RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 SEO Audit Tutorial

Discuss the page speed test results of your selected website.

Explain the concept of page speed in SEO and its significance in optimizing website performance. Discuss how
page speed impacts user experience, search engine rankings, and overall SEO success.

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6. DUPLICATE CONTENT - refers to identical or very similar content that appears on multiple web pages, either
within the same website or across different websites. It can be problematic because search engines aim to
deliver unique and relevant content to users, and duplicate content can create confusion and hinder their ability
to provide the best search results.
 Enter “info:https://www.rmit.edu.vn” in Google.

 Then, go to the last page of the search results, if you have duplicate content you may see the message
shown in the figure below.

Does your selected website contain duplicate contents?

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 RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 SEO Audit Tutorial
Discuss how search engines, like Google, treat duplicate content. Analyze how duplicate content can confuse
users and negatively affect user experience.

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Note: Remember to cite the sources in your answers. Use RMIT Harvard referencing style.

References:
How to do a technical SEO audit in 6 steps (2022) WordStream, Accessed 04 July
2023, https://www.wordstream.com/blog/ws/2019/05/28/technical-seo Links to an external site..