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SEO audit – 10 key issues in positioning

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Do you have a website or an online store, but they do not bring the expected profits? If you are promoting the site yourself, you may not have noticed important elements. It is possible that the strategy you have adopted is not optimal, and the acquired customers do not fit into the target group interested in your offer. To verify the areas of activity, a website analysis is necessary, which can be performed by an SEO agency or an independent specialist. In the following points, I will explain the secrets of search engine optimization and reveal 10 key tips on performing a basic SEO audit.

Link profile

The first step in the website analysis is to verify its linear profile. If it is unnatural, the site may receive a manual or algorithmic penalty from Google, which will cause our site for given keywords to be in distant positions in the search results or completely removed from them. The audit of this point should therefore begin with checking in Google Search Console (former Google Webmaster Tools) whether the website has received a manual penalty. In breaking the guidelines of the Google search engine, we will receive a notification about it. If your website does not have a verified Google Search Console tool, I encourage you to read our guide, which will explain from scratch what GSC (Google Search Console) is, how to install it on your website step by step. In detecting a penalty that can be imposed for many different reasons, not only for the link profile (see types of manual penalties in GSC, steps should be taken to remove it. If the penalty concerns unnatural links pointing to our site, appropriate steps must be taken to remove them. This may not be possible in many cases, so we will need to use the Disavow Tool report to help us opt out of links that violate Google’s Webmaster Guidelines. Another element that needs to be verified is the quantity and quality of links leading to our website. We can investigate this by analyzing data from Google Search Console or using external tools such as paid Ahrefs or Majestic. When analyzing the profile, pay attention to:

  • number of links,
  • the number of linking domains,
  • anchors (anchor text for reference),
  • address of the indicated subpage,
  • quality, usability and theme of the website that links to us.

Unfortunately, there is no universal rule that will determine the quality of the linear profile of each page. Data analysis should always be approached individually because a small website of a local company, a large online store with thousands of products, and a large corporation operating globally around the world will have a completely different link profile. Another number of links will be from a site created a few months ago and has been in operation for 10 years. If we have a new domain and a small website, and the number of links and domains will be counted in hundreds or thousands, this should arouse our suspicion. The same applies to anchors – it will be different in large and small sites and new and those that exist for several years. An unnatural distribution of anchor texts can be considered as in which most of the links are directed to phrases that are positioned keywords. As a rule, the most frequently linked anchors should be URL addresses and company names, although again, this is not a strict rule. Another point, i.e., the addresses of linked subpages, should be very diverse in large websites and stores. After all, if we have hundreds of thousands of articles on a website, users will publish links to various categories and products, blog pages, FAQs, contacts, or search results in the internal search engine. Therefore, if such a website has links pointing only to the home page or selected several categories, it is a signal that something may be wrong. The last step of this stage is checking the quality, usefulness, and thematic nature of websites linking to our website. It is advisable to visit the website and assess whether the link was added naturally, e.g., in a forum thread, where users advise each other on issues related to our offer, or maybe a link to our website is inserted in the content that makes no sense and looks like random block words unrelated to the topic of the subpage to which it leads. I must also point out that no paid or free tool shows the full linear profile of the domain. Ahrefs, Majestic and similar tools will not link from blocked sites for their robots or have not been visited by a crawler. In turn, Google Search Console shows only a fragment of the domain’s linear profile, and new links do not appear there in real-time (their indexing may take Google robots even several weeks).

Analysis and selection of keywords

The second important thing when auditing a website is to verify the keywords that we want to promote. Incorrectly selected groups of phrases can be complicated to promote to the top positions or not bring the expected effect – their high positions may not translate into traffic, or it may not generate the conversions we expect. We should start verifying this point by verifying the keywords we are search engine optimization and checking at least the top 10 organic results. We analyze competing websites in terms of their subject matter, content related to the positioned phrase, and the type of website. If we position an online store, we can verify competing for websites regarding whether they have a category related to the positioned keyword, how many products they have in it, or whether they are well described. Do they have user ratings and reviews, do they have additional elements related to the positioned keyword, e.g., blog articles, information pages explaining what to look for when choosing a product from a given section, FAQ with answers to the most common questions related to the promoted phrase, etc. and whether on the front page there are or are predominantly competing pages that store. Suppose most of the competition will be pages of a different type or aggregators of offers, e.g., auction and classifieds portals such as allegro.pl, Olx. Pl, etc., and only one page will be a typical store, and it may mean that our site’s position in the top 10 will be more difficult and will require a lot of work and an awakened service. Such works may take many months or even years. The position will strengthen very slowly, so it may turn out to be unprofitable, because before the keyword starts to translate into profit, i.e., generate a noticeable number of visits every month, a substantial investment of time and rights of similarly costing activities will be necessary. In such cases, it is much better to choose other phrases to promote, e.g., more precise, or even from a long tail, where on the first page of Google results, there will be main pages similar to ours, and smaller websites are the competition. If the website is not achieving any position despite our actions, the keywords you choose may be too competitive. In this case, the best solution is to select less competitive expressions for which we should work out satisfactory positions in a shorter time. Good results for numerous keywords should increase traffic, translating into an increase in interest in our offer. In addition, promoting precise words and even long-tail also helps to promote more general and more searched phrases.

Selection of linked subpages

After analyzing the keywords and rejecting those that will not bring the currently expected profit, and selecting the phrases that will help attract potential customers to our website, we should check whether we have correctly set the targeted subpages. This is an important audit point because if we choose the wrong subpage that we will promote for a given keyword, we will achieve much worse results than choosing the right one. How to do it? In the simplest possible way – we need to check what kind of websites Google prefers by entering each of the promoted phrases in the search engine. When verifying search results, you should pay attention to what types of pages are included in them, for example: whether they are articles, category pages, products, stores, auction sites, small company pages, forums, etc. If the domain names on the first page of the results do not tell us anything, visit each of them and skim each site. It is worth choosing a page on our website similar to the competition occupying the leading positions for the linked subpage. Therefore, if only category pages with products are in the top 10, it is also worth promoting a similar section on our website. If our website is completely different from websites from the top positions, it is worth considering expanding or changing the positioned keywords. When we want to attract customers from these types of phrases quickly, you should also consider the option of promoting your site in Google Ads. It is worth choosing a page on our website similar to the competition occupying the leading positions for the linked subpage. Therefore, if only category pages with products are in the top 10, it is also worth promoting a similar section on our website. If our website is completely different from websites from the top positions, it is worth considering expanding or changing the positioned keywords. When we want to attract customers from these types of phrases quickly, you should also consider the option of promoting your site in Google Ads. It is worth choosing a page on our website similar to the competition occupying the leading positions for the linked subpage. Therefore, if the top 10 include only category pages with products, it is also worth promoting a similar section on our website. If our website is completely different from websites from the top positions, it is worth considering expanding or changing the positioned keywords. When we want to attract customers from these types of phrases quickly, you should also consider the option of promoting your site in Google Ads. It would help if you considered expanding or changing your positioned keywords. When we want to attract customers from these types of phrases quickly, you should also consider the option of promoting your site in Google Ads. It would help if you considered expanding or changing your positioned keywords. When we want to attract customers from these types of phrases quickly, you should also consider the option of promoting your site in Google Ads.


Having already verified the link profile, selected keywords, and selected promoted pages, we can start the technical audit of the website. We start it with a simple verification of whether the website has redirected to one version of the address. A website operating at an address with www (e.g., www.nazwadomeny.pl) and without www (e.g., domain name. pl) are two different websites for Google robots. If we do not have a redirect implemented, we will have two different addresses for the same website. This type of duplicate can negatively affect the visibility of the site. We can easily verify whether we have a redirect, and we do not need any paid tools. It is enough to enter different versions of the address of the promoted domain in the browser – with the prefix www and without this prefix. If one version of the address is displayed regardless of the address entered, the redirection has been implemented. In this case, it is worth checking the type of redirection. It should be a permanent redirect with an HTTP 301 header. The type of redirection can be checked with a free tool such as https://httpstatus.io/.

When verifying the type of redirection, it is also worth checking whether our website also has a redirected version from or to the HTTPS version. If only 200 codes appear in the Status codes column, it means that we do not have forwarding, and we should implement them as soon as possible. In case an error is displayed, it means an error while trying to verify. This message may appear if, for example, we do not have an SSL-certified version, and we are trying to verify its status. In that case, don’t worry about it. However, if the above-mentioned error occurs with the HTTP version of the address, it may be that the domain has been misconfigured. It is worth consulting the website administrator or hosting to which we have the domain directed in such a situation. If we have a redirect, but the status is 302 or any other 3xx (except 301), we should change the redirect permanently. It is best to ask the administrator in charge of the website or the SEO agency to change. If there is no such redirection on the website, it does not mean that Google will index all possible versions of the domain address. In such a situation, it is worth verifying whether there is a canonical tag in the website’s code, more precisely in the head section, indicating the appropriate version of the address. We can verify this by opening all versions of the website in the browser (HTTP with www, without www, HTTPS with www, without www) and displaying their source code (in Google Chrome, it can be done by right-clicking and selecting View page source or using the CTRL keys + U). In the code, we should look for the canonical tag,

<meta name = "canonical" href = "https://www.nazwadomey.pl/" />

The value of the href parameter in the above tag should have the same form for each version of the page. If all versions of the address have a different form of the domain, it should be unified. One of the last things from this point that we should check is the verification if the website has subpages returning the 404 headers. If we have Google Search Console tools installed, it can be easily verified with their help. Just go to the Index section to the Status tab, and there you will find information about 404 errors and other problems detected by Google on our website.

When you select an error that occurs, detailed information about it will be displayed along with the related URL. If the subpages indicated as invalid are invalid addresses, it is best to redirect them using a 301 redirect to their correct versions or related subpages. If the URLs do not have their counterparts or related departments, we can redirect them to the homepage or general page of the offer as a last resort. Because improperly introduced redirects or canonical tags may make it difficult for the search engine robots to index the page correctly, detecting the lack of redirection is best to have an experienced person SEO agency or IT specialist perform it.

Head section

It is one of the most important parts of an HTML document, and Google judges the tags placed there. Most people who have no experience in search engine optimization associate this section with the meta keywords tag. They complete the keywords for which the website is to be ultimately ranked. Unfortunately, Google has not taken this tag into account for many years, so it is unnecessary to complete it. During the audit of the head section (the source code of the page located between the <head> and </head> tags ), first of all, pay attention to the title (the <title> tag , the page description (the <meta name = “description” content = “ tag ) / > ) and the robots tag ( <meta name = “robots” content = “” /> ).


The title tag should be unique for each website’s subpage, briefly inform the user what is on a given subpage and be about 60 – 80 characters long. If the title is longer, Google will display just part of it in the search results. Very often, it will be a fragment that contains the phrase that the user is searching for. It is important to include the most important key phrases promoted on a given subpage.

Page description

Similar to the title, this tag should also be unique for each subpage of the website, and its recommended length should be about 150 characters. The meta description tag is worth placing text containing the keywords that you want to promote ultimately. If the description is longer, then Google, as in the title, will independently select a fragment of the description shown to the user in the search results. When creating a page description, make sure that it encourages users to visit our website. Therefore, it is worth taking care of CTA (call to action) elements that encourage users to click and visit our website.


Another significant tag in the head section is the robot’s meta tag. It defines, inter alia, whether search engine robots should index a given subpage and whether the outgoing links should convey the PageRank value. It is worth verifying whether the pages we want to promote are not blocked from being indexed by robots by any chance. This tag can have many different values, but the most common form that allows indexing is:

<meta name = "robots" content = "index, follow" />

If this meta tag has the value noindex or none in the content parameter, it means that the given URL is blocked from indexing. In such a situation, its content should be modified if the page is valuable and we want it to appear in the search results. If there is no robots meta tag in the website code, the given subpage should be indexed normally. In the absence of a tag, search engine robots treat the page as if it had a meta tag with the value index, follow. Additional information on meta tags can be found in Google’s webmaster tips: https://support.google.com/webmasters/answer/79812?hl=pl https://support.google.com/webmasters/answer/35624?visit_id = 636804966072331314-2221896487 & rd = 1 Setting tag values in the head section seems to be a simple activity, but people with no experience in search engine optimization may have a problem with the proper construction of titles and meta descriptions of the page in such a way that they both encourage users to visit the page and are thematic for search engine robots. On the other hand, incorrect configuration of the robots tag may result in the indexing of our website (this means the complete removal of a single subpage from the search engine results or, in extreme cases, the removal of the entire website) indexation of low-value subpages. So it’s a good idea to entrust this task to someone experienced in SEO optimization.


The next part of the page that should be carefully analyzed is navigation. Above all, it should be legible and easy to use for the user. Therefore, it is worth paying attention that the names of the links in the menu clearly define the subpages to which they refer and contain the keywords that are positioned. It is best to use the most general phrases so that the name is short and clearly informs search engine robots and users what they will find on the subpage to which the link leads. Examples of correct names for references to the category of wooden chairs with many types of furniture:

  • Wooden chairs,
  • chairs,
  • kitchen chairs,
  • e.t.c.

Examples of invalid lookup names:

  • Cheap wooden chairs made of wood, oak, pine, alder, new, branded, luxurious – the name is too long and contains a lot of keywords, including those that are usually mutually exclusive, e.g. cheap and luxurious,
  • White wooden chairs – a too narrow name, users who will be looking for black or other than white chairs will not click on this link, even though there are many types of products in the category,
  • Chairs – the too general expression does not specify that only wooden chairs are found here, Google robots will consider the category to be less thematically related to wooden chairs.

All important subpages should be available in the main navigation. Therefore, it would be best if, regardless of which subpage of the website the user is on, with one click, he could go to the main subpages of the website. This means that the menu throughout the website should contain links to the most important and main promoted subpages if it is possible. It will be a good practice if the user only needs a few clicks to visit any other subpage. If there are many more clicks, the user may not get to what they were looking for and leave our website. In stores and websites with a complex structure with subcategories, additional breadcrumb navigation is also recommended. It helps search engine robots, and users quickly find their current location and easily navigate higher-level departments. Breadcrumb links should be named similarly to a traditional menu – it is worthwhile to include the most general keywords. Analyzing the page should also verify whether it has friendly links and whether they use keywords. A good example of a friendly link is mapping the page structure in navigation. For example, the XYZ chair model, which is in the category Furniture -> Chairs -> Wooden chairs -> Upholstered, may have a friendly rope in the form of Breadcrumb links should be named in a similar way to a traditional menu – it is good to include the most general keywords. Analyzing the page should also verify whether it has friendly links and whether they use keywords. A good example of a friendly link is mapping the page structure in navigation. For example, the XYZ chair model, which is in the category Furniture -> Chairs -> Wooden chairs -> Upholstered, may have a friendly rope in the form of Breadcrumb links should be named in a similar way to a traditional menu – it is good to include the most general keywords. Analyzing the page should also verify whether it has friendly links and whether they use keywords. A good example of a friendly link is mapping the page structure in navigation. For example, the XYZ chair model, which is in the category Furniture -> Chairs -> Wooden chairs -> Upholstered, may have a friendly line in the form of:

/ furniture / chairs / wooden / upholstered-chairs / xyz-chair

It is better to avoid using Singaporean letters and characters that do not appear in the English alphabet in friendly links. It is also good to use uniform nomenclature, write all addresses in lower case, and use a hyphen instead of spaces between words. If our website has addressed such as:


care should be taken to change them to friends. However, if we do not have advanced knowledge related to creating websites, and the administration panel does not have the option to enable such friendly addresses, we will have to commission the creator of our website, a specialist, or an SEO agency a chance. The next step in our analysis will be to verify the type of links used in navigation. It can be checked in the source code of the page. Links to the pages we promote and other subpages of the website, such as categories, information pages, articles, contact pages, products, etc., should not have the rel = “nofollow” parameter in the link. Such a parameter may only be found on links to subpages of low value for Google robots (e.g., links to a page with a shopping cart, password change, cookie policy, etc.), or links going to other domains (e.g., sponsored links). If the links leading to the subpages that we want to promote have such a parameter, they should be removed. One of the last issues that should be verified during the navigation analysis is whether no links are pointing to subpages of the 404 error on the website. You should check both internal linking errors and links to external websites. If we have a small page consisting of several subpages, the audit of this element can be performed manually by checking each link on the page. On the other hand, our website consists of several dozen or more subpages; it is better to use one of the many SEO tools that examine the headers returned by links. If we detect links leading to 404 pages, we need to update them so that.


The next essential part of the page that we need to check is the content – presence and optimization for SEO. Texts should be useful for users and presented in a form that encourages them to read them. It is also necessary to include keywords promoted by us, which will help build the website’s theme. When optimizing descriptions, it is worth again browsing the top 10 pages and seeing what information is on the competitors’ websites. We verify with what keywords they are saturated, what collocations and synonyms they use, and their length. If the messages on our website differ significantly from the average, we should think about expanding the descriptions. When adding texts on the website, you should consider what the user may be looking for, what news will interest him, and make him stay on the site. If we do not have a light pen, it is worth looking for a copywriter who will help us expand the site. It is also important to present our descriptions to the user in such a way as to encourage him to read them. The long and compact text should be avoided. It is worth diversifying the content with bold fonts, headings, photos or infographics, and other elements that attract visitors’ eyes. Since we already mentioned the headers, we should also analyze this element of the page during the audit. It is worth starting with whether the subpages we promote and the home page have a first-level header – h1 and whether it contains keywords. It’s good if the h1 header contains at least the most competitive phrases that define the page’s topic. If we already verify the headers in this respect, it is also worth checking if there are too many of them on the page or if they were not placed on elements that are not important. Examples of such redundant headers include:

  • global h1 header on the website’s logo,
  • hx headers e.g. h1 – h6 on all links in the menu,
  • hx headers on multiple footer elements

If redundant hx headers are detected, the best solution is to change them to other block elements while maintaining the appearance of the header. If we do not have front-end knowledge, the help of a webmaster may be necessary to implement this solution. When analyzing the content, it is necessary to check them also for duplicates from other websites. It is worth doing this even if we created them ourselves because the owner of another page may have copied our descriptions and inserted them on his site. One of the easiest methods of verifying texts in terms of uniqueness is copying 2-3 sentences and pasting them in the Google search engine. If our website appears in further positions on the searched fragment, the websites with similar text or a copy should be verified. In a situation, if another page copied our texts, it is worth trying to contact the owner, inform them of the copyright infringement and ask for deletion. If that doesn’t help, the quickest solution is to rewrite the descriptions to be unique. An issue that you should also pay attention to is the placement of descriptions on the website. It is worth ensuring that at least part of the description is included in the so-called ATF (above the fold) field, i.e., visible immediately after loading the page without scrolling the page. It can be one of the ranking factors for your industry, and in addition, descriptions in the ATF area help the user quickly assess the usefulness of the website. If our descriptions are at the very bottom and the user has to scroll through a large part of the page to reach them,


Often ignored by many website owners is the optimization of graphics on the website. When doing an SEO audit of a website, this important website element should not be overlooked. We should check it for a few things.

Quality and weight

It is a bad practice to place huge photos and display them on a smaller page. If some graphics on our website load very slowly, we must verify whether we can reduce them or apply more compression. Compressed formats used by a large number of web admins look almost as good as before compression. The average user will not notice any loss of quality but will noticeably experience much faster page loading. Speed of operation is also one of the factors taken into account by the Google algorithm when determining the ranking in the search engine.

Alt attribute

Be sure that all graphics are of the correct size and quality and verify the alt attribute’s value. Alt is the alternative text that will appear to the user in case the graphic fails to load. The content of this attribute is also used by blind and visually impaired people and text viewers such as Lynx. Therefore, it is worth ensuring that they accurately and briefly describe the content of the graphic. It’s also a good idea to add a keyword to the alt parameter if it’s related to an image. The next elements that we should check in the pictures are the names and paths of the files. If possible, it is worth making the name of the file and the path to it friendly, and the name may additionally contain a short description of the graphic. This will help Google robots associate the photo with the web site’s theme, and for users, it will be much clearer than the meaningless names and paths. Example of a valid path and name saturated with keywords:

/ photos/krzeslo-drewniane-tapicerowane-dab-xyz.jpg

Example of path and name without phrase optimization:


Looking at the first graphic track, we can immediately guess what it may contain while looking at the second; we cannot determine it. After applying the correct version of the file names and paths on the server where they are also located, it will be easier for Google and other search engines to determine the content of the photo.

Captions and surrounding content

Photo captions are an issue overlooked by many website owners. It is worth using them because they inform users what is on the graphics, and additionally, they are an element used in some industries to saturate the content of the page with the most important words. When creating descriptions, make sure that each signature under the graphic is unique – do not copy one description multiple times under different photos.

Resource Map

An element worth taking care of and sometimes overlooked is creating an XML map with the addresses of images from our website and reporting them using Search Console. If Google has not indexed some photos, doing so may help in their indexation. More information on image optimization, including the Google image search engine, can be found on our blog in the Positioning of images in the Google search engine.

Structured data

If we want to be sure that search engine robots can correctly read all important data on our website, we should also analyze the structural data during the audit. This can be done using the free structured data testing tool from Google, available at https://search.google.com/structured-data/testing-tool?hl=en. It analyzes a given subpage and shows what information Google has recognized and whether it is correct. If the analysis with this tool does not reveal any structured data, and our website includes address data, user reviews, breadcrumb navigation, product data, page or product evaluation, etc., these are the elements that can be described using structured data to contain data that are interpretable by web robots. The use of structured data allows Google to display additional information in the search results, such as a graphical presentation of opinions (stars with an average rating that distinguishes the result), which may also attract users’ attention and affect the fact that they will visit our website. If our website already has structured data,

Optimizing the code in this respect requires at least basic programming knowledge, so it’s best to entrust this task to someone who has experience creating and optimizing websites or an SEO specialist who implements such elements.

Blocking low value pages

We cannot forget to verify that Google does not index low-value pages. Checking this point can be started by asking the search engine index, i.e., verifying which subpages have been indexed by search engine robots. This can be verified by entering the “site:” command in the Google search engine and then, without space, enter our domain, for example: “site: empik. pl”.

This will allow us to approximate how many subpages have been indexed by Google. The next step is to review the list of indexed subpages. In the case of small pages, it will only take a moment, but in large stores and portals consisting of hundreds or thousands of subpages, it may take longer. However, it is worth taking the time to analyze as thoroughly as possible because it can help to clean the index from subpages of low value for Google, which may lower the evaluation of the entire website. If strange addresses are detected, verify their usefulness, and then if we are sure that they should not be indexed, block them for search engine robots. We can add a lock-in in several ways.

Robots.txt file

To use it to block page indexing, enter the command “Disallow:” and then enter the address that you want to block from indexing. If we have many files with the same address pattern blocked, we can also use the “*” sign to write them, which means any string of characters. So enter the rule below.

Disallow: http://nazwadomeny.pl/zablokuj-mnie-id-*.html

It will allow you to block all URLs matching the above formula, e.g .:

http://nazwadomeny.pl/zablokuj-mnie-id-xyz123abc- pl.html

The rules in the robots.txt file also allow you to block entire directories with the following notation:

Disallow: / directory-name-on-server /

When blocking subpages with the robots.txt file, be careful because if we block a directory in which important page elements are located (e.g., graphics or promoted subpages), they will eventually be removed from the search results. Additionally, Google may not be able to render the correct page appearance.

Meta tag robots

The second method of blocking low-value subpages is the robot’s meta tag. Put it in the head section and give it, for example, the following form:

<meta name = "robots" content = "noindex, follow" />

The above tag informs search engine robots not to index a given address but allows them to navigate through a given subpage and other subpages linked from a blocked URL. When blocking subpages of the website, this is a better solution than the robots.txt file because the latter blocks all access to a given subpage, so search engine robots do not have access to the content and links placed under the blocked URL. If some of our subpages are linked only from a blocked address, search engine robots may not index them.

What subpages can be considered low value?

Certainly, these will be sub-pages without any useful content, e.g., test pages, where the content of “Lorem Ipsum” is often placed.

The subpages of low value for Google robots also include cart pages in stores, subpages for filtering and sorting results, and internal search engines (unless we took care to place unique content on them and their optimization, subpages internal duplicates that cannot be redirected or redirected. Mark the canonical tag, subpages informing about the lack of goods, information pages about the cookie policy, subpages for logging in, registering, changing the password, etc. The optimization of the website in this respect has implemented a person with experience in this field.


Performing an audit of the above elements is a good introduction to improving the optimization of our website or online store, and ultimately the website’s visibility in search results. However, if we do not have basic knowledge in SEO and programming, our operation may require additional verification or even changes not to affect the next work in website promotion. Therefore, after completing the analysis, it is best to ask your webmaster, SEO specialist, or agency for help – you can count on verification, possible corrections, and suggestions for further elements that require changes in terms of search engine optimization.

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