Ranking on search is unpredictable. Even with enough inbound links, a small change in the algorithm can move a page from the first page to the third. One of the ways to ensure that the site has done everything to ensure good ranking is to conduct an audit of the website. However, there are some common mistakes that people make when doing a website audit. Here are the four most common that you should avoid:
The first mistake many make is not conducting a complete crawl of the website. Often we make changes without thinking about the implications of those changes. Without a complete scan of the website, there is no way to know what repercussions might result from the changes. There is a lot of free software available that can do complete crawls.
There is a robots.txt file that indicates which files and folders a spider should crawl. Check that file to make sure that nothing important accidently falls into the Disallow section. This is one such example of where a complete crawl of the website will illustrate unintended consequences. It is also important to make sure that all unnecessary content is not visible to the search engine.
On-page ranking factors do not hold the same weight as inbound links. However, making sure the on page factors meet certain criteria ensures that the page does not fall below a certain standard. Some of those include a minimum word count, value of content to the user, optimized images, keywords, titles, etc.