Ultimate Guide to Conducting an SEO Audit
When it comes to improving your website’s search engine ranking and increasing online visibility, one of the most important things you can do is to conduct a comprehensive SEO audit. An SEO audit is essentially a thorough evaluation of your website’s overall search engine performance, including technical elements, on-page content, and off-page factors.
The importance Of SEO Audits
An SEO audit is an essential process for any website owner or digital marketer looking to improve their website’s search engine ranking and online visibility. The primary purpose of an SEO audit is to identify the strengths and weaknesses of your website’s current SEO performance, including technical issues, content quality, keyword usage, and off-page factors.
By conducting an SEO audit, you can gain valuable insights into your website’s current SEO health and identify areas for improvement. This, in turn, can help you to develop an effective SEO strategy that targets the right keywords, improves on-page content, builds high-quality backlinks, and ultimately drives more organic traffic to your website.
Different Components of an SEO Audit
An SEO audit typically involves the evaluation of several components that make up your website’s overall SEO performance. These components can be broadly categorised into three main areas:
Technical Audit: This involves analysing the technical elements of your website, such as website speed, mobile responsiveness, crawlability, indexing, and other technical factors that can affect your website’s search engine ranking.
On-Page Audit: This involves evaluating the on-page content of your website, including the quality of the content, keyword usage, meta tags, internal linking, and other on-page factors that can affect your website’s search engine ranking.
Off-Page Audit: This involves analysing the off-page factors that can affect your website’s search engine ranking, such as the quality of backlinks, social media presence, brand mentions, and other external factors that can impact your website’s online visibility.
By conducting a comprehensive SEO audit that covers all of these components, you can gain a deep understanding of your website’s current SEO performance and identify areas for improvement.
Technical Audit
A Technical Audit is an evaluation of the technical elements of your website that can affect its search engine ranking and overall user experience. By conducting a Technical Audit, you can identify any technical issues on your website that may be preventing search engines from crawling and indexing your website effectively or causing users to have a poor user experience.
Explanation of what a technical audit is
A Technical Audit is a comprehensive evaluation of the technical elements of your website, such as website speed, mobile responsiveness, crawlability, and indexing. The main goal of a Technical Audit is to identify any technical issues that may be impacting your website’s search engine ranking and user experience.
Key components of a technical audit
Here are some of the key components of a Technical Audit that you should consider when evaluating your website’s technical health:
Website Speed: The loading speed of your website can have a significant impact on user experience and search engine ranking. A Technical Audit should assess the loading speed of your website, identify any factors that may be slowing it down, and provide recommendations on how to improve the loading speed.
Mobile Responsiveness: With the increasing use of mobile devices, it’s essential to ensure that your website is mobile-friendly. A Technical Audit should evaluate your website’s mobile responsiveness and provide recommendations on how to improve its mobile-friendliness.
Crawlability: Search engines use crawlers to discover and index web pages. A Technical Audit should assess the crawlability of your website to ensure that search engines can easily crawl and index all of your web pages.
Indexing: Search engines use an index to store and retrieve web pages. A Technical Audit should assess whether all of your web pages are indexed by search engines and identify any issues that may be preventing search engines from indexing your web pages.
Tools that can be used to conduct a technical audit
There are several tools that you can use to conduct a Technical Audit of your website, including:
Google Search Console: This free tool from Google can help you monitor your website’s search engine performance, including crawl errors, indexation issues, and mobile usability issues.
GTmetrix: This tool can help you assess your website’s loading speed and identify any factors that may be slowing it down.
Screaming Frog: This tool can crawl your website and identify any technical issues, such as broken links, duplicate content, or missing meta tags.
By using these tools and following best practices for Technical Audits, you can identify and address any technical issues on your website that may be impacting your search engine ranking and user experience.
On-Page Audit
An On-Page Audit is a comprehensive evaluation of the content and structure of your website’s individual pages. The purpose of an On-Page Audit is to identify any issues with your website’s content and structure that may be impacting its search engine ranking and user experience.
Explanation of what an on-page audit is
An On-Page Audit is a process of evaluating the content and structure of individual pages on your website to identify any issues that may be impacting its search engine ranking and user experience. The main goal of an On-Page Audit is to ensure that each page of your website is optimised for the right keywords, has high-quality content, and is structured correctly to improve its search engine ranking and user experience.
Key components of an on-page audit
Here are some of the key components of an On-Page Audit that you should consider when evaluating your website’s on-page health:
Content Quality: The quality of your website’s content is a critical factor in its search engine ranking and user experience. An On-Page Audit should evaluate the quality of your website’s content, including its relevance, uniqueness, and readability, and provide recommendations on how to improve it.
Keyword Usage: Optimising your website’s content for the right keywords is essential for improving its search engine ranking. An On-Page Audit should evaluate your website’s keyword usage and ensure that each page is optimised for the right keywords.
Meta Tags: Meta tags, such as title tags and meta descriptions, play a crucial role in improving your website’s search engine ranking and click-through rate. An On-Page Audit should evaluate the quality of your website’s meta tags and provide recommendations on how to optimise them for better search engine visibility.
Internal Linking: Internal linking is an essential on-page factor that can improve your website’s search engine ranking and user experience. An On-Page Audit should evaluate your website’s internal linking structure and provide recommendations on how to improve it.
Tools that can be used to conduct an on-page audit
There are several tools that you can use to conduct an On-Page Audit of your website, including:
SEMrush: This tool can help you identify on-page issues with your website’s content, including keyword usage, meta tags, and internal linking.
Yoast SEO: This plugin can help you optimise your website’s content for the right keywords and meta tags.
Google Search Console: This tool can help you monitor your website’s search engine performance, including click-through rate and meta tag issues.
By using these tools and following best practices for On-Page Audits, you can identify and address any on-page issues on your website that may be impacting its search engine ranking and user experience.
Off-Page Audit
An Off-Page Audit is a comprehensive evaluation of the external factors that can impact your website’s search engine ranking and online visibility. The purpose of an Off-Page Audit is to identify any issues with your website’s external factors, such as backlink quality, social media presence, and brand mentions, that may be impacting its search engine ranking and user experience.
Explanation of what an off-page audit is
An Off-Page Audit is a process of evaluating the external factors that can impact your website’s search engine ranking and online visibility. The main goal of an Off-Page Audit is to identify any issues with your website’s external factors, such as backlink quality, social media presence, and brand mentions, that may be impacting its search engine ranking and user experience.
Key components of an off-page audit
Here are some of the key components of an Off-Page Audit that you should consider when evaluating your website’s off-page health:
Backlink Quality: The quality of your website’s backlinks is a critical factor in its search engine ranking. An Off-Page Audit should evaluate the quality of your website’s backlinks, including the domain authority of the linking website, the relevance of the linking website to your website, and the anchor text used in the link.
Social Media Presence: Social media presence can play an important role in improving your website’s search engine ranking and online visibility. An Off-Page Audit should evaluate your website’s social media presence, including the number of followers, engagement rates, and quality of content shared on social media.
Brand Mentions: Brand mentions can be a powerful off-page factor that can improve your website’s search engine ranking and online visibility. An Off-Page Audit should evaluate the number and quality of brand mentions on the internet, including social media mentions, blog mentions, and other online references to your brand.
Tools that can be used to conduct an off-page audit
There are several tools that you can use to conduct an Off-Page Audit of your website, including:
Ahrefs: This tool can help you identify backlink issues with your website, including the quality of the linking websites and anchor text used in the links.
BuzzSumo: This tool can help you identify your website’s social media presence, including the number of social media shares and engagement rates.
Google Alerts: This tool can help you monitor brand mentions on the internet, including social media mentions, blog mentions, and other online references to your brand.
By using these tools and following best practices for Off-Page Audits, you can identify and address any off-page issues on your website that may be impacting its search engine ranking and online visibility.
Keyword Research
Keyword Research is the process of identifying the right keywords and phrases that your target audience is searching for online. The purpose of Keyword Research is to identify the most relevant and valuable keywords for your website and optimise your website’s content and structure to target these keywords effectively.
Explanation of what keyword research is
Keyword Research is the process of identifying the most relevant and valuable keywords and phrases for your website’s content and structure. By conducting Keyword Research, you can gain valuable insights into what your target audience is searching for online and use this information to optimise your website’s content and structure for better search engine ranking and visibility.
Importance of keyword research in an SEO audit
Keyword Research is a critical component of any effective SEO audit. By identifying the right keywords and phrases for your website, you can develop an effective SEO strategy that targets the right audience, improves your website’s search engine ranking, and drives more organic traffic to your website.
How to conduct keyword research effectively
Here are some best practices for conducting Keyword Research effectively:
Identify Your Target Audience: Before conducting Keyword Research, it’s essential to identify your target audience and understand their search behaviour.
Brainstorm Relevant Keywords: Start by brainstorming a list of relevant keywords and phrases that your target audience may be searching for online.
Use Keyword Research Tools: There are several Keyword Research tools that you can use to identify the most relevant and valuable keywords for your website, such as Google Keyword Planner, SEMrush, and Ahrefs.
Analyse Keyword Difficulty: It’s important to analyse the difficulty level of the keywords you identify to ensure that you can realistically rank for them.
Tools that can be used to conduct keyword research
There are several Keyword Research tools that you can use to identify the most relevant and valuable keywords for your website, including:
Google Keyword Planner: This free tool from Google can help you identify the most relevant and valuable keywords for your website, including their search volume and difficulty level.
SEMrush: This tool can help you identify relevant keywords for your website and analyse their difficulty level and search volume.
Ahrefs: This tool can help you identify relevant keywords for your website and analyse their difficulty level, search volume, and potential traffic value.
By using these tools and following best practices for Keyword Research, you can identify and target the most relevant and valuable keywords for your website and develop an effective SEO strategy that drives more organic traffic to your website.
Competitor Analysis
Competitor Analysis is the process of identifying your competitors and analysing their online presence to gain insights into their SEO strategy, strengths, and weaknesses. The purpose of Competitor Analysis is to identify areas of opportunity and develop an effective SEO strategy that differentiates your website from your competitors and improves your search engine ranking and online visibility.
Explanation of what competitor analysis is
Competitor Analysis is a process of evaluating your competitors’ online presence to gain insights into their SEO strategy, strengths, and weaknesses. By conducting Competitor Analysis, you can identify areas of opportunity for your website and develop an effective SEO strategy that differentiates your website from your competitors and improves your search engine ranking and online visibility.
Importance of competitor analysis in an SEO audit
Competitor Analysis is a critical component of any effective SEO audit. By identifying your competitors and analysing their online presence, you can gain valuable insights into their SEO strategy, strengths, and weaknesses and use this information to develop an effective SEO strategy that differentiates your website from your competitors and improves your search engine ranking and online visibility.
How to conduct competitor analysis effectively
Here are some best practices for conducting Competitor Analysis effectively:
Identify Your Competitors: Start by identifying your competitors and analysing their online presence.
Analyse Their Website Structure: Analyse your competitors’ website structure, including their site map, internal linking, and content organisation.
Analyse Their Content: Analyse your competitors’ content, including their quality, relevance, and optimisation for target keywords.
Analyse Their Backlink Profile: Analyse your competitors’ backlink profile, including the quality, relevance, and quantity of their backlinks.
Tools that can be used to conduct competitor analysis
There are several tools that you can use to conduct Competitor Analysis effectively, including:
SEMrush: This tool can help you identify your competitors and analyse their online presence, including their website structure, content, and backlink profile.
Ahrefs: This tool can help you identify your competitors and analyse their online presence, including their website structure, content, and backlink profile.
Google Alerts: This tool can help you monitor your competitors’ online mentions and activities, including new content, backlinks, and social media activity.
By using these tools and following best practices for Competitor Analysis, you can gain valuable insights into your competitors’ SEO strategy, strengths, and weaknesses and use this information to develop an effective SEO strategy that improves your search engine ranking and online visibility.
Reporting and Recommendations
Reporting and Recommendations are the final stages of an SEO audit, where you present your findings and recommendations to improve your website’s search engine ranking and online visibility. The purpose of Reporting and Recommendations is to provide actionable insights that can be used to optimise your website’s content, structure, and overall SEO strategy.
Explanation of what reporting and recommendations are
Reporting and Recommendations are the final stages of an SEO audit, where you present your findings and recommendations to improve your website’s search engine ranking and online visibility. Reporting and Recommendations provide actionable insights that can be used to optimise your website’s content, structure, and overall SEO strategy.
Importance of reporting and recommendationsÂ
Reporting and Recommendations are critical components of an effective SEO audit. By presenting your findings and recommendations, you can provide valuable insights that can be used to improve your website’s search engine ranking and online visibility, and develop an effective SEO strategy that targets the right audience and drives more organic traffic to your website.
Best practices for presenting findingsÂ
Here are some best practices for presenting your findings and recommendations effectively:
Be Clear and Concise: Use simple language and avoid technical jargon to ensure that your audience understands your findings and recommendations.
Use Visual Aids: Use visual aids, such as charts and graphs, to illustrate your findings and make them more engaging and memorable.
Prioritise Recommendations: Prioritise your recommendations and highlight the most critical areas for improvement to ensure that your audience focuses on the most important actions.
Provide Actionable Insights: Provide actionable insights that can be used to optimise your website’s content, structure, and overall SEO strategy.
Examples of actionable recommendationsÂ
Here are some examples of actionable recommendations that can be used to improve your website’s search engine ranking and online visibility:
Optimise Meta Titles and Descriptions: Optimise your website’s meta titles and descriptions for target keywords and ensure that they are unique, descriptive, and engaging.
Improve Website Speed: Improve your website’s speed by compressing images, minimising HTTP requests, and leveraging browser caching.
Create High-Quality Content: Create high-quality content that is informative, engaging, and optimised for target keywords.
Build High-Quality Backlinks: Build high-quality backlinks from reputable and relevant websites to improve your website’s search engine ranking and online visibility.
By implementing these recommendations and following best practices for Reporting and Recommendations, you can improve your website’s search engine ranking and online visibility, and develop an effective SEO strategy that drives more organic traffic to your website.
Local SEO Audits
Local SEO is critical for businesses with a physical presence, as it helps them reach customers in their local area and drive more foot traffic to their store. Here are some important components of local SEO:
Local keyword research
Local keyword research involves identifying the search terms that potential customers in your local area are using to find businesses like yours. This may include location-specific keywords, such as “hair salon in Manchester,” or service-specific keywords, such as “emergency plumber near me.”
Local business listings
Local business listings are online directories that allow businesses to create a profile and include information such as their name, address, phone number, and website. These directories can help businesses rank higher in local search results and improve their online visibility.
Google My Business optimisation
Google My Business is a free tool that allows businesses to manage their online presence across Google, including in search results and on Google Maps. Optimising your Google My Business profile can improve your visibility in local search results, increase website traffic, and drive more foot traffic to your store.
Mobile SEO Audits
Mobile SEO is essential in today’s mobile-first world, as more and more people are using mobile devices to search the internet. Here are some important components of mobile SEO:
Website responsiveness
Website responsiveness refers to the ability of a website to adapt to different screen sizes and resolutions. A responsive website ensures that users have a positive experience regardless of the device they’re using, which can improve your search engine ranking and increase website traffic.
Mobile site speed
Mobile site speed is critical for providing a positive user experience on mobile devices. Slow loading times can increase bounce rates and negatively impact your search engine ranking, while fast loading times can improve user engagement and increase website traffic.
Mobile-first indexing
Mobile-first indexing means that Google uses the mobile version of a website as its primary version for indexing and ranking. To ensure that your website is optimised for mobile-first indexing, you should focus on providing a positive user experience on mobile devices, including fast loading times and easy navigation.
E-commerce SEO Audits
E-commerce SEO presents unique challenges, as online stores typically have a large number of pages and products. Here are some important components of e-commerce SEO:
Product optimisation
Product optimisation involves ensuring that each product page is optimised for relevant keywords and includes high-quality images and descriptions. This can improve your search engine ranking and increase conversions.
User-generated content
User-generated content, such as product reviews and customer testimonials, can improve your search engine ranking and increase user engagement. Encouraging customers to leave reviews and testimonials can also improve customer trust and loyalty.
Site architecture
Site architecture refers to the way that your website’s pages are organised and structured. A well-organised site architecture can improve user experience and search engine visibility, while a poorly-organised site architecture can negatively impact both.
Voice Search SEO Audits
Voice search is becoming increasingly popular, and businesses need to optimise their content accordingly. Here are some important components of voice search SEO:
Long-tail keywords
Long-tail keywords are search terms that are more specific and detailed than traditional keywords. Voice search often involves natural language queries, and long-tail keywords can help businesses target these queries effectively.
Featured snippets
Featured snippets are brief, concise answers that appear at the top of search engine results. Optimising your content for featured snippets can improve your search engine visibility and increase website traffic.
Natural language queries
Natural language queries are conversational search terms that people use when speaking to voice assistants, such as Siri or Alexa. Optimising your content for natural language queries can improve your search engine visibility and increase website traffic.
Technical SEO for Large Websites
Technical SEO for large websites presents unique challenges, as large websites may have thousands of pages and complex site architecture. Here are some important components of technical SEO for large websites:
Site architecture
Site architecture refers to the way that your website’s pages are organised and structured. For large websites, a clear and logical site architecture is essential for ensuring that search engines can crawl and index your pages effectively.
URL structure
URL structure refers to the way that your website’s URLs are formatted. For large websites, it’s important to have a consistent URL structure that reflects the site’s hierarchy and makes it easy for users and search engines to navigate.
Duplicate content
Duplicate content can harm your search engine visibility and confuse users. For large websites, it’s important to regularly check for duplicate content and implement measures to prevent it, such as using canonical tags.
Video SEO Audits
Video SEO is becoming increasingly important, as more and more people are consuming video content online. Here are some important components of video SEO:
Video optimisation
Video optimisation involves ensuring that your videos are optimised for relevant keywords and include high-quality titles, descriptions, and tags. This can improve your search engine ranking and increase video views.
Video sitemaps
Video sitemaps are XML files that provide information about your video content to search engines. Including video sitemaps on your website can improve your search engine visibility and increase video views.
YouTube SEO
YouTube is the world’s second-largest search engine, and optimising your videos for YouTube can improve your search engine ranking and increase video views. This may involve using relevant keywords in your video titles and descriptions, creating engaging thumbnails, and encouraging likes and comments.
Image SEO Audits
Image SEO is often overlooked, but it can have a significant impact on your search engine ranking and online visibility. Here are some important components of image SEO:
Image optimisation
Image optimisation involves ensuring that your images are optimised for relevant keywords and include high-quality alt tags and file names. This can improve your search engine ranking and increase website traffic.
Alt tags
Alt tags are HTML attributes that provide alternative text descriptions for images. Including descriptive and relevant alt tags on your website can improve your search engine visibility and provide a better user experience for visually impaired users.
Image sitemaps
Image sitemaps are XML files that provide information about your website’s image content to search engines. Including image sitemaps on your website can improve your search engine visibility and increase website traffic.
Social Media and SEO Audits
Social media can have a significant impact on your search engine ranking and online visibility. Here are some important components of social media and SEO:
Social signals
Social signals, such as likes, shares, and comments, can improve your search engine visibility and increase website traffic. Encouraging engagement on your social media profiles can also improve customer trust and loyalty.
Social media profiles
Optimising your social media profiles for SEO can improve your search engine visibility and increase website traffic. This may involve using relevant keywords in your profile descriptions, including links to your website, and regularly posting high-quality content.
Brand mentions
Brand mentions on social media can improve your search engine visibility and provide valuable backlinks to your website. Monitoring social media for brand mentions and responding to them can also improve customer trust and loyalty.
Site Migration and SEO
Site migration can have a significant impact on your search engine ranking and online visibility. Here are some important components of site migration and SEO:
301 redirects
301 redirects are a way of redirecting old website URLs to new ones. Implementing 301 redirects correctly during site migration is essential for maintaining your search engine ranking and preventing broken links.
Canonical tags
Canonical tags are HTML attributes that indicate which version of a page is the preferred one. Using canonical tags correctly during site migration can prevent duplicate content and maintain your search engine ranking.
URL structure changes
Changing your website’s URL structure during site migration can have a significant impact on your search engine ranking and online visibility. It’s important to plan and implement URL structure changes carefully and to use 301 redirects and canonical tags as necessary.
Google Algorithm Updates Audits
Google algorithm updates can have a significant impact on your search engine ranking and online visibility. Here are some important components of Google algorithm updates:
Panda update
The Panda update targets low-quality content and websites with thin or duplicate content. To avoid being penalised by the Panda update, it’s important to focus on creating high-quality content that provides value to users.
Penguin update
The Penguin update targets websites with spammy backlinks and manipulative link building practices. To avoid being penalised by the Penguin update, it’s important to focus on acquiring high-quality backlinks from reputable sources.
Hummingbird update
The Hummingbird update targets the intent behind search queries and aims to provide more accurate and relevant search results. To optimise for the Hummingbird update, it’s important to focus on providing comprehensive and relevant content that answers users’ search queries.
In conclusion, there are many important components to an SEO audit, and it’s important to consider all aspects to ensure your website is optimised for search engines and user experience. Local SEO, mobile SEO, e-commerce SEO, voice search SEO, technical SEO for large websites, video SEO, image SEO, social media and SEO, site migration and SEO, and Google algorithm updates are all important subtopics to consider when conducting an SEO audit. By addressing these areas, businesses can improve their search engine ranking, increase website traffic, and ultimately grow their online presence.
Conclusion
In conclusion, conducting regular SEO audits is essential for improving your website’s search engine ranking and online visibility. By conducting technical, on-page, and off-page audits, performing keyword research, analysing your competitors, and presenting your findings and recommendations, you can develop an effective SEO strategy that targets the right audience and drives more organic traffic to your website.
Recap of the importance of SEO audits
SEO audits are essential for improving your website’s search engine ranking and online visibility. By identifying areas of opportunity, optimising your website’s content, structure, and overall SEO strategy, and implementing actionable recommendations, you can drive more organic traffic to your website and improve your search engine ranking.
Final thoughts on how to conduct effective SEO audits
To conduct effective SEO audits, it’s essential to follow best practices and use the right tools and techniques. By conducting technical, on-page, and off-page audits, performing keyword research, analysing your competitors, and presenting your findings and recommendations effectively, you can develop an effective SEO strategy that targets the right audience and drives more organic traffic to your website.
Call-to-action for readers to conduct their own SEO audit or seek professional help
If you haven’t conducted an SEO audit for your website yet, now is the time to do so. By following the best practices and using the tools and techniques outlined in this article, you can conduct an effective SEO audit and develop an SEO strategy that drives more organic traffic to your website.
Alternatively, if you don’t have the time or expertise to conduct an SEO audit yourself, consider seeking professional help from an experienced SEO agency or consultant. With their expertise and experience, they can help you conduct an effective SEO audit and develop an SEO strategy that meets your business goals and objectives.
So, whether you choose to conduct an SEO audit yourself or seek professional help, remember that conducting regular SEO audits is essential for improving your website’s search engine ranking and online visibility, and driving more organic traffic to your website.
FAQ
What is an SEO audit, and why is it important?
- An SEO audit is a comprehensive review of a website’s search engine optimisation. It’s important because it can identify areas of improvement that can increase the website’s search engine ranking, drive more traffic, and improve user experience.
What are the key components of an SEO audit?
- An SEO audit typically includes technical audit, on-page audit, off-page audit, keyword research, competitor analysis, and reporting and recommendations.
What is a technical audit, and what are its key components?
- A technical audit is a review of a website’s technical aspects, including website speed, mobile responsiveness, crawlability, and indexing.
What is an on-page audit, and what are its key components?
- An on-page audit is a review of a website’s on-page elements, including content quality, keyword usage, meta tags, and internal linking.
What is an off-page audit, and what are its key components?
- An off-page audit is a review of a website’s off-page elements, including backlink quality, social media presence, and brand mentions.
What is keyword research, and why is it important in an SEO audit?
- Keyword research is the process of identifying and analysing relevant keywords for a website. It’s important in an SEO audit because it can identify high-value keywords to target, improve website content, and increase search engine ranking.
What is competitor analysis, and why is it important in an SEO audit?
- Competitor analysis is the process of analysing a website’s competitors to identify areas of improvement and opportunities. It’s important in an SEO audit because it can identify high-value keywords, link building opportunities, and content gaps.
What is the importance of reporting and recommendations in an SEO audit?
- Reporting and recommendations are essential in an SEO audit because they summarise the findings and provide actionable recommendations for improvement. They can help businesses prioritise tasks and improve their search engine ranking.
What are the challenges of site migration and its impact on SEO?
- Site migration can have a significant impact on a website’s search engine ranking and online visibility. Challenges include 301 redirects, canonical tags, and URL structure changes.
What is the impact of Google algorithm updates on SEO?
- Google algorithm updates can have a significant impact on a website’s search engine ranking and online visibility. Updates such as Panda, Penguin, and Hummingbird target different areas of search engine optimisation and require different strategies for optimisation.
Discussion about this post