I have Search Engine Optimization experience from my last 2 employers: 4 years Medical Management Associates, and 2 years Local Marketing Inc. Additionally I studied SEO while attending the Art Institute under instructor Aarron Walter. The essence of online marketing is an ever-moving target because the rules change. The search companies continually update their search algorithms to provide better, honest results. Marketers who try to game the system by bloating their content with too many keywords designed only for search engines will fall out of favor in the search results war, and they lose. The best advice for online marketing is true, honest, and real content that comes directly from you, and you provide content that other people want.
To do an SEO audit, I would start with Google and follow their own guidelines. This piece is labeled a starter guide, but it serves as a good refresher for myself.
http://static.googleusercontent.com/media/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf
I’m not sure I agree with what is being said about the mobile search, though. It sounds like they are talking to the companies that are still providing a separate mobile site to users, instead of one website that is responsive to all screen sizes.
