Mastering the SEO initial analysis report – A comprehensive guide to getting started

SEO initial analysis report

Have you had your health check-up recently?

You can figure out what is missing or deficiency through a complete body health check-up.

Based on the medical report, you would be coming to know what you have to work on, so you can fix your health diet and exercise routines. 

You can only figure out what is missing through a full-body health checkup.  Based on the medical report, you will know what you need to work on so you can fix your diet and exercise routines.

The same thing happens to the SEO professionals as well, with the websites they are working on. 

Your clients are crafting useful content, and pursuing all the best SEO practices, but they are still struggling with site performance or rankings.

How to create an SEO initial analysis report so that they can understand what went wrong?

You have to do a full health check-up of your client site. 

If you are going to perform this SEO for a company or client, your SEO journey must begin with obtaining an initial SEO analysis report, so that you can use a ladder to decide where to commence your work. 

The blog offers you a strong foundation or baseline for your SEO analysis data and holds a paramount significance within the realm of SEO optimization reports,  covering the improvement areas in the site and supporting in creating customized strategies for your client work.

The key elements consist of on-page optimization, content strategy, and technical SEO essentials. The initial assessment is essential to develop a targeted action, to work out better towards attaining measurable SEO success for the clients by agencies. The guide below helps to unwrap the contribution and the significance of such an SEO initial analysis report.

1. What is an Initial SEO analysis?

An Initial SEO Analysis is like a check-up for a website, assessing its strengths and weaknesses for search engines. It covers areas like:

  • Technical aspects: Can search engines find and understand the website? Is it mobile-friendly and fast?
  • Content: Is your content relevant and optimized for targeted keywords?
  • Backlinks: Does your website have strong online support from other websites?
  • Overall experience: Is your website easy to navigate and enjoyable to use?

This analysis helps you identify areas for improvement and create a plan to increase your website’s visibility and organic traffic. Remember, it’s a continuous process as SEO evolves and your website changes.

2. Importance of SEO initial analysis report

An SEO initial analysis is defined as the process to assess how well your site is optimized for search engines. It identifies the errors preventing your website from ranking well and the opportunities aiding you to yield more visibility. The report on this audit paves you to improve your site’s SEO performance. 

The SEO initial analysis report is the health check-up report of your site. 

This consists of the results you got from the SEO auditing of your site. 

Crafting the SEO initial analysis report is the very first step to coming up with an SEO strategy.

There are five types of SEO initial analysis report such as content audit, Off-page SEO audit, local SEO audit Technical SEO audit, and on-page SEO audit. 

This audit report generally covers specific areas such as 

  • User experience
  • Keyword research
  • Indexing and crawlability
  • Site architecture
  • On-page SEO
  • Backlink profile
  • Competitor benchmarking

There are tools for performing this SEO audit such as Ahrefs, screaming Frog, Pagespeed Insights, Backlink Checker, and more.

Role to form a focused SEO strategy

An SEO initial analysis report is significant since it sets out the baseline for all the site metrics and their progress which can be measured later on. 

An initial website audit report is a critical tool for both the clients and agencies, playing a pivotal role in defining a strategic action plan. Here are the ways it benefits both parties.

Setting up a baseline

The report thrives as a baseline for all your future SEO efforts, which aids in measuring the efficacy and progress of your work.

This baseline generally covers all the necessary data required for the overall “health check” for your site, like keyword exploration, Technical SEO essentials, Keyword opportunities, backlink data, competitor data, indexing and crawlability, and website architecture.

Determining SEO demands

Audit reporting aids in pinpointing the immediate fixes and long-term strategies required for success.

Regular SEO audits seem essential for the success of your website since search engines are constantly updating and evolving their algorithms to offer a better user experience. 

Executing an audit report would permit you to determine the major issues of the site that are preventing you from ranking higher, in SERP. This audit report gives information about the state of your site, picks out the areas that demand improvement and support to prioritize tasks, and generates data-driven decisions while in planning. The reports make you clear in understanding keywords and get on track after you detect any issues as quickly as possible. 

3. Steps to create an SEO initial analysis report

An SEO audit defines a comprehensive analysis of the website’s technical content, and the user experience impacting the usability and ranking.

The steps to create a powerful SEO initial analysis report may help you to determine and fix the issues that are holding back your website from reaching its full potential. 

  • Crawl your website
  • Assess your keywords
  • Analyze your content
  • Evaluate the user experience
  • Review your backlinks
  • Compile your report

4. Key constituents of an audit report

Technical SEO assessment report

In-depth technical assessment unwraps the underlying problems that impact the website’s performance.

By conducting this report, of technical SEO audit, one can make sure that search engines can crawl, index, and then rank the site’s pages efficiently, which leads to enhanced performance in search results. This sort of audit also aids in determining and fixing the technical issues hindering the visibility of the website. 

It is recommended to perform the technical SEO audit on a regular basis to stay updated with the evolving search engine algorithms and to manage a healthy website.

On-Page analysis report

Assess how better the content and structure of your website align with the best practices of SEO.

This report identifies the improvement areas and focuses on the opportunities for onpage elements and for optimization to improve the page’s performance in SERP. 

The report typically encloses specific aspects such as internal linking, external linking, user experience, image optimization, keyword density, and content quality. 

Certain key merits of this onpage analysis report consist of 

Determining the areas of improvement: the sections that need optimization of the webpage for better search engine visibility. 

Competitive assessment: the report makes you compare your webpage with the competitors, understanding the weaknesses and strengths enabling you to make informed decisions about your own SEO strategy. 

Offering actionable insights: the report makes you yield a checklist of recommended onpage SEO enhancement which can be implemented to make your site rank better and generate more leads and high traffic.

User experience optimization: the report explicates the reports to improve the user experience on the webpage, which is crucial to yield good search engine rankings. 

Technical SEO analysis: the report data aids in picking out and fixing the technical problems that might cease the brand viability in search engine results. 

Off-page assessment report

Draws attention to external site factors such as online reputation and backlinks. Quality of content of website and Relevance review and Report. Analyze the relevance of content, quality of content, and how far it aligns with the user intent

.It refers to all the SEO taking place externally to your website that helps search engines in determining the trust level, authority of your website, and value of it. 

The technical SEO audit report, throws you specific insights into the present state of technical aspects of the website, allowing for prioritizing tasks and informed decision-making tasks. This sets a strong foundation for the SEO efforts of your site and is required for long-term success in search engine rankings.

The report is also helpful in communicating the achievements and wins of the SEO agency to your client through comprehensive and clear dashboards. 

5. Implementing a technical SEO audit report

Performing a Technical SEO audit is crucial for ensuring that your website is optimized for search engines and can be easily crawled and indexed. Here’s a step-by-step guide on how to create a Technical SEO Audit Report:

Website speed and its performance

Examining the performance and website speed as they impact the website rankings and user experience significantly.

You would get PageSpeed analysis powered by Google Lighthouse.

Page load speed or site load speed is one of the greatest ranking factors. Hence it paves special consideration. When it comes to the performance, make sure you have pursued the following steps

  • Simplify page templates
  • Set browser’s cache
  • Minimize image sizes
  • Language 
  • Structured data markup
  • Server performance
  • Encoding
  • SSL secure

Mobile responsiveness

Make sure that your website supports AMP and the site is mobile-friendly, to perform better on mobile devices.

This thrives as the element of responsive design. The viewport implies the browsers render the webpage according to the screen width of the device. 

  • According to report data, check that the webpages aren’t missing the meta viewport.
  • From the report data, check if the content fits in the specified size of  viewport. 

Determining crawl errors and fixing them improves the health of the site.

Simultaneously, identifying the broken links as well will enhance the site’s health. 

Broken links seem bad for usability and they can damage the reputation of your website by sending the users to non-existent web pages. 

  • Utilize a tool like Check My Links (chrome extension) to scan all the web pages on your website to check if there are any broken links. 
  • Rectify the broken links. 

URL structure and site architecture

Analyze the URL structure for clarity and consistency. Checked URLs are SEO friendly and it follows the best practices. 

Assessing the site structure for Search engine friendliness and user experiences.

The sites should have accessible content to have the best user experience.  The site structures must have a logically, clearly organized website structure reflecting an accurate and complete site map. 

All the main web pages should be listed in the navigation menu, and adhered to simplified naming convention. This is so the crawlers and the users can navigate through the website easily. 

Make utilize of the breadcrumbs to direct internal links with clearly defined anchor texts and pave a successful path. 

Here you can check out for errors like spaces, underscores, uppercase, and so on. 

All these data can be stored in a spreadsheet.  Once you are capable of tracking out the missing elements, and know the approach to fix it, you could come up with an effective strategy to work on. 

Website security (HTTPS)

Ensure to check for HTTPS, thus enhancing trust and site security.

You can check out the successful installation of SSL/TLS certificates and their validation. Proactive measures and Ongoing monitoring to have secure content delivery. Implementation of 301 redirects from HTTP to HTTPS is analyzed through a report. 

Indexability of search engine

Checking that Search Engines, could properly crawl the site and do indexing.

You wish to make sure that your web pages are ranked in priority and high. For this to happen, the search engine crawler first must crawl the web pages and then add those pages to its index. Ensure your site is indexable as the significant prerequisite for ranking. 

The indexability report data exposes you to the site URLs that are indexable by the search engines and those that are not indexable for many reasons. 

6. On-page report

An Onpage SEO analysis report is a perfect choice to generate an actionable checklist of recommended onpage optimization strategies. Implement those to make your clients and prospects rank higher, and get more leads and more traffic to your site. 

Assessing keyword optimization

Better Review how efficiently your keywords were incorporated into the website content.

You must decide where those keywords can be used depending on the content you feed on every page of your site. 

Identify what keywords make distinct in each webpage unique and perform well. Arrange the keywords accordingly to align with the business goals. 

It may help to assess the related terms for every keyword or enter each keyword into Google Search to view what web pages show the top results. 

Analyzing headings of page and meta tags

Check out the use of headings and meta tags for the outcomes and a better user experience.

The section of the audit report discusses to analyze of the usage of headings, organization, and the heading’s optimization and meta tags on the site. 

This sort of reporting in an SEO audit report presents you with a strong signal for SEO since it is important to place the most important target keywords properly in the heading. 

The below report shows you the keyword relevancy, and how it is used in the header tags. 

It gives you insights into how properly the content has been structured and how efficiently meta-tags are contributing to user engagement and search engine visibility. 

It assesses the usage of H1, H2, and H3 tags, Meta Tags Optimization, Meta Description Tags, Other Meta Tags (Viewport, Charset, etc.)

Review of internal linking strategy

Assessing the internal linking structure to avail the merits of SEO outcomes.

It examines the overall structure of the site’s internal linking. Reviewed the density and distribution of internal links over the web pages. It verifies the presence of a logical and clear hierarchy in this internal linking. 

Make sure if your important webpages receive sufficient internal link equity. 

Usage of alt tags and image optimization

Traverse the website entirely, to check if alt tags are properly used and images for optimization.

Examining image optimization and alt tags seems crucial to make sure if the images on your site contribute positively to search engine optimization and user experience. 

Alt tags implementation, responsive images, image, format, compression, descriptiveness, and relevance are analyzed into report data. 

7. Off-page components report

Evaluating the quantity and quality of backlinks and their influence on outcomes
Identifying Harmful Links
Spotlights on potentially harmful links that negatively influence the results.

The tactics often consist of guest posting, link building, social media marketing, and more. 

It is a predominant part of a successful SEO strategy and supports you to build an overall site reputation, leading to higher brand visibility in search engine results. 

Website trust and authority

Website authority and trust are the primary factors to be considered in the website audit report. 

Search engines have more trust in old websites than new websites, hence the age of the website could influence the authority. 

Backlinks from a well-reputed site can also enhance the trustworthiness and authority of the site. 

Additionally, the site audits can assess the technical content and technical performance of your site to determine the opportunities to enhance this trustworthiness. 

Get a clear understanding of the site’s authority in the niche and the entire online trust.

8. Analyzing content and optimization report

You have to perform a content audit for checking the content quality, relevancy and accuracy of the content on the site and ensure how are they ranking.

You also look for content opportunities through your SEO initial analysis report, to bring in more keywords in content and add more content accordingly. 

Relevance and quality of content

Watch through the relevance, and quality of content and check if it is aligned with the needs of the audience.

The content’s quality is engaging, useful, and relevant for the audience and it must be tailored, well-presented, and well-researched so as to meet the demands of the client

Original and unique content is highly likely to be linked and shared, that can improvise the authority and SEO of the site. 

To maintain the relevance and quality of content after the audit, it’s essential to regularly repurpose, update, test, create, and measure your content. 

Gaps in content strategy

Determine the areas where their content quality can be enhanced, and check if the strategy can be expanded.

By incorporating the content gap analysis into your task workflow, the agencies or businesses could craft content that fills the gaps, resonates with the target audience, and then establishes the site authority in the space. 

The process could be facilitated through tools such as the keyword Gap tool of Semrush

Analyzing user engagement metrics

Examining the metrics, in gauging how the users do interaction with the website’s content.

Some important metrics are

  • Pageviews and time onpage
  • Pages per session
  • Active users
  • Total active users
  • Top exit pages
  • Bounce rate
  • Churn rate
  • Conversions rate
  • Net Promoter Score
  • Scroll depth

By tracking those user engagement metrics, you could yield insights into the user behavior into your site, make data-driven decisions and determine improvement areas to improve the user engagement and attain your business goals. 

Verifying content architecture

Make sure your content is presented effectively and it is structured properly.’

Verifying your content architecture indulges in assessing the effectiveness of the content structure and making sure the content is aligned with the user’s expectations and needs. 

Methods to verify this architecture are

  • Web analytics
  • Content modeling
  • User testing
  • Content audit 

By verifying content architecture, businesses can improve user experience,  increase engagement, and achieve their business goals.

9. Utilizing audit software and tools

Overview of site audit tools

Bringing out essential tools such as SEMrush, Ahrefs, and Google Analytics to ease your process for thorough audit purposes.

There are various audit reporting software and tools that could streamline the process of presenting and generating audit reports for your agency. Those tools often possess features for data analysis, report creation, data visualization, and data collection.

Using tools for comprehensive assessment

Increasing the potential of every tool helps to collect in-depth insights.

Sitechecker is a comprehensive solution for SEO site auditing with a search for opportunities to increase organic search traffic. Sitechecker is used to automatically monitor your website performance and inform you on timely error detection and search for growth points.

Integration of data

Incorporating Data from different sources for a full-fledged audit picture.

Integrating audit data from different sources can provide a more comprehensive view of your website’s performance and health. 

This data incorporation from various sources, allows you to create a unified view facilitating to gear up informed decision-making and gain you a clear understanding of your site performance at regular intervals, based on the report generated.

10. Audit findings reporting to clients

Reporting the audit inferences to the clients is a critical step in the SEO audit process. It’s important to have communication the outcomes clearly and concentrate on both the improvement areas and strengths of your auditing data. 

Concise report structuring

Generate a report that is concise, easy, and clear to understand for the clients.

Here’s a step-by-step list of how to structure your report and present it to your client with your audit findings.

  •  Executive Summary
  • Technical SEO Findings
  • Performance Highlights
  • Backlink Profile
  • Content Analysis
  • User Experience (UX)
  • Next Steps and Recommendations

Reiterate the value of the report of addressing the determined issues.

Opportunities and key issues

Highlight the most potential opportunities and the critical findings direct you to improve your outcomes.

The areas of opportunities may thrive majorly in 

  • Content optimization
  • Backlink building
  • Mobile optimization
  • Onpage SEO assessment 

The key issues like page speed, crawlability challenge, Lack of Diverse Anchor Text, and Suboptimal UX Design can also be addressed. 

Actionable plans and recommendations

Your entire site health, reporting in the form of data will facilitate and make your forecast and plan to have long-term results. 

You have to spend on the right SEO initial analysis report tool to save your cost, and gain reputation. 

All the good things will happen in the long run. 

By consolidating the opportunities and the key issues, emphasize the potential influence on the online presence of the client site and give a road map for the site improvement. Clearly outline the action steps recommended for your issues or learning and keep them prioritized based on potential impact and urgency. 

Encourage ongoing communication and collaboration to pinpoint the challenges and opportunities effectively. 

While you craft an SEO audit reporting, you will be able to determine the issues in the three main areas.

  • On-page and Off-page SEO
  • Content opportunities
  • Technical SEO.

11. Crafting a clear post-audit action plan

Prioritizing issues

Do Prioritize the determined issues based on urgency and impact.

Review the audit findings carefully. Analyze the audit report very patiently and get an understanding of the areas of concern, compliance discrepancies determined, and potential issues during your audit. 

Realistic timelines

Set out realistic timelines to implement and address the site changes for the client.

Acting very rapidly seems vital to maximize the impact of post-audit action. 

The critical non-conformities should be addressed as soon as possible. 

Based on the audit findings, pick out the appropriate corrective actions and frame a development plan to avoid similar issues in the future for your site’s performance. 

For every audit finding, allocate a team of people or a person who is responsible for the audit reporting implementation, monitoring data, and doing a follow-up for the corrective action. 

Collaboration with clients

Make sure your action plans are effectively executed by having close work collaboration and communication with clients.

Share the action plan with the SEO team and clients, to make sure that everyone is aware of the corrective actions and the responsibilities. 

Schedule the follow-up audits, to check if the corrective actions were implemented successfully and the key issues determined during this audit report are addressed.

Agencies can create a clear post-audit action plan that efficiently addresses the auditing issues by reporting findings and forging a continuous improvement in the internal controls and site performance outcomes. 

Bottom line

A thorough SEO initial analysis report thrives as the primary component to lay a robust foundation for the SEO campaign’s success journey.

By continuously refining their report writing skills and the other audit processes, agencies could enhance client satisfaction significantly and promote the improvement in SEO results consistently.

The guide focuses on equipping you with the skills and knowledge to generate impactful audit reports, to bring out successful strategies and client relationships.

Try using our industry first SEO project management software SEOScrum and automate all your reporting schedules and impress your clients.

Arun Andiselvam

As a serial entrepreneur, I have successfully established five brands over the past 12 years. After creating a successful rank tracker for SEO agencies, I am currently dedicated to developing the world's first SEO Project Management software.