Advanced Web Auditing and Compliance (AWAC)

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© Jayakumar K, 2024-25
Advanced Web Auditing and
Compliance (AWAC)
Leveraging ISO 19011 Standards in New Media:
Digital Marketing and Online Public Relations
Copyright Notice: © Copyright 2024-25, Prepared by Jayakumar K. This book, “Comprehensive Web
Auditing: Standards, Best Practices, and Digital Perspectives,” has been meticulously prepared by
Jayakumar K exclusively for New Media Training purposes. The content within this book has been curated
from various sources, including industry standards and best practices in web auditing. The information and
materials ("the Content") presented in this book are intended solely for personal, non-commercial educational
use.
All images, logos, graphics, and their selection and arrangement are the property of their respective content
providers and are protected by international copyright laws. Certain logos are registered trademarks of the
content providers referenced and are not to be infringed upon.
This book may not be resold or used for any commercial purposes.
Please direct any queries, suggestions, or feedback regarding this study material to mail@kjayakumar.in or
kjay_kumar@yahoo.com. For more information about the author, visit www.kjayakumar.in.

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Contents
1 ISO-Compliant Website Auditing for New Media and Online PR: A Comprehensive Guide..................4
1.1 Leveraging ISO Standards in Digital Marketing and Online PR.....................................................4
1.2 Advanced Web Auditing and Compliance......................................................................................4
2 Web Auditing Need and Use.................................................................................................................6
2.1 Audit Overview:..............................................................................................................................6
3 Auditing and non-Conformity Identification............................................................................................6
3.1 Practical Session Outline:..............................................................................................................6
3.1.1 Website Index Status Testing (WIST):...................................................................................7
3.1.2 Dynamic XML Sitemap Validation:.........................................................................................7
3.1.3 Dynamic RSS Feed Testing:..................................................................................................7
3.1.4 Google Analytics:...................................................................................................................7
3.1.5 Google Search Console and Webmaster Tool:......................................................................7
3.1.6 Meta Data Checking in Websites:..........................................................................................7
3.1.7 Content Quality Testing: ........................................................................................................7
3.1.8 W3C Validation:.....................................................................................................................7
3.1.9 Canonical Issue/Plagiarism Testing:......................................................................................8
3.1.10 Schema/Microdata Testing:...............................................................................................8
3.1.11 AMP Checking:..................................................................................................................8
3.1.12 Core Web Vital Testing Process:.......................................................................................8
3.1.13 Core Vital Issue Testing.....................................................................................................8
3.1.14 A/B & Multivariate Testing Process:...................................................................................8
3.1.15 Latent Semantic Index Validation (LSI):.............................................................................8
3.1.16 Web Ontology and Query String Checking: .......................................................................9
3.1.17 HTML Compression Ratio Testing:....................................................................................9
3.1.18 Coverage Issue Identification and Rectifying:....................................................................9
3.1.19 Crawling Issue Identification and Rectifying:......................................................................9
3.1.20 Google Trends:..................................................................................................................9
3.1.21 SEO Audits and Site Performance Audit: ..........................................................................9
3.1.22 Scam Adviser:....................................................................................................................9
3.1.23 Marketing Grader and Competitor Analysis: ......................................................................9
3.1.24 Domain Authority Testing (DAT):.....................................................................................10
3.1.25 Broken Link Checking:.....................................................................................................10
3.1.26 Deep Linking Analysis: ....................................................................................................10
3.1.27 Inbound Links and Outbound Links: ................................................................................10
3.1.28 Content Syndication:........................................................................................................10
3.1.29 Call-to-Action (CTA) Testing:...........................................................................................10
3.1.30 Breadcrumbs: ..................................................................................................................10
3.1.31 Non-Functional Attributes in Websites:............................................................................10
4 Digital Marketing Audit Parameters.....................................................................................................11
5 Online Public Relations Audit Parameters ..........................................................................................11
6 Web Accessibility Audit Parameters ...................................................................................................12

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7 General Audit Framework...................................................................................................................12
8 Sample Web Audit Format..................................................................................................................12
9 Standards and Best Practices.............................................................................................................13
10 Enhancing the Web Audit Checklist with ISO 19011 and Specific Criteria ......................................13
10.1 Understanding ISO 19011 .......................................................................................................13
10.2 Incorporating ISO 19011 Principles and Specific Criteria ........................................................13
10.2.1 Audit Overview.................................................................................................................13
10.2.2 Website Performance and Accessibility...........................................................................13
10.2.3 Search Engine Optimization (SEO) .................................................................................14
10.3 Audit Findings and Recommendations ....................................................................................14
10.4 Additional Considerations........................................................................................................15
10.5 Audit Template.........................................................................................................................15
11 Web Auditing Need and Use ...........................................................................................................17
11.1 The Need for Auditing:.............................................................................................................17
11.2 The Use of Auditing: ................................................................................................................17
12 Auditing and Non-Conformity Identification......................................................................................17
12.1 Practical Session Outline:........................................................................................................18
12.2 Digital Marketing Audit Parameters .........................................................................................19
12.3 Online Public Relations Audit Parameters...............................................................................19
12.4 Web Accessibility Audit Parameters ........................................................................................19
12.5 General Audit Framework........................................................................................................20
12.6 Sample Web Audit Format.......................................................................................................20
13 Standards and Best Practices .........................................................................................................20
14 Enhancing the Web Audit Checklist with ISO 19011 .......................................................................20
14.1 Audit Overview:........................................................................................................................20
14.2 Website Performance and Accessibility:..................................................................................21
14.3 Search Engine Optimization (SEO): ........................................................................................21
15 The Future of Web Auditing and Non-Conformity Elimination..........................................................22
16 Building a Career in Web Auditing...................................................................................................22
16.1 Skills and Qualifications...........................................................................................................22
16.2 Career Paths............................................................................................................................22
16.3 Resources and Networking......................................................................................................22
17 Tips for Success..............................................................................................................................22
18 Free Online Courses in Web Auditing, Testing, and Related Disciplines.........................................23
19 Additional Resources.......................................................................................................................24
20 Conclusion.......................................................................................................................................24
21 Acronyms used in this book.............................................................................................................25

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1 ISO-Compliant Website Auditing for New Media and Online
PR: A Comprehensive Guide
1.1 Leveraging ISO Standards in Digital Marketing and Online PR
In the digital age, websites serve as critical touchpoints for businesses, influencing
customer perception and engagement. Ensuring these digital platforms meet high
standards of quality, security, accessibility, and usability is essential for maintaining a
positive brand image and achieving marketing goals. This course, "Advanced Web
Auditing and Compliance," provides an in-depth exploration of auditing practices tailored
for digital marketing and online public relations (PR) perspectives, leveraging a range of
ISO standards to ensure comprehensive assessments.
The course integrates the principles of ISO 9001:2015 for Quality Management Systems,
emphasizing customer satisfaction, continuous improvement, and process efficiency.
Additionally, it covers the ISO/IEC 27001:2013 standard for Information Security
Management, ISO/IEC 40500:2012 (WCAG 2.0) for web accessibility, ISO/IEC
25010:2011 for software quality, and ISO/IEC 29100:2011 for privacy frameworks. By
aligning with these standards, participants will gain the knowledge and skills to conduct
thorough web audits, identify areas for improvement, and implement best practices that
enhance website performance and compliance, ultimately driving success in the digital
marketing landscape.
1.2 Advanced Web Auditing and Compliance
In today's digital age, thorough web auditing is crucial for maintaining effective and
compliant online platforms. This course, "Comprehensive Web Auditing: Standards, Best
Practices, and Digital Perspectives," is designed to provide a deep understanding of web
auditing through the lens of established standards and industry best practices. Leveraging
ISO 19011:2018 for auditing management systems and ISO 9001:2015 for quality
management, this course offers a comprehensive approach to evaluating and optimizing
web presence from digital marketing and online public relations perspectives.
ISO 19011:2018 provides guidance on auditing management systems, ensuring that
auditing processes are effective and aligned with organizational goals. For web auditing,
ISO 9001:2015 standards are relevant for ensuring that digital strategies and practices
meet quality management requirements. This course will equip you with the skills to
assess web performance, optimize digital strategies, and ensure adherence to both
internal and external standards.
In the ever-evolving digital landscape, websites are pivotal in shaping a company's brand
image, customer engagement, and overall digital strategy. To ensure these platforms are
not only effective but also secure, accessible, and user-friendly, rigorous auditing
practices are essential. This course, "ISO-Compliant Website Auditing for Digital

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Marketing and Online PR," offers a comprehensive framework for assessing and
enhancing website quality through the lens of international standards.
Leveraging the principles of ISO 9001:2015 for Quality Management Systems, this course
emphasizes a holistic approach to website auditing, focusing on customer satisfaction,
continuous improvement, and operational efficiency. Participants will also explore
ISO/IEC 27001:2013 for Information Security Management, ensuring robust protection of
sensitive data, and ISO/IEC 40500:2012 (WCAG 2.0) to guarantee web accessibility for
all users. Furthermore, the course covers ISO/IEC 25010:2011, providing insights into
software quality evaluation, and ISO/IEC 29100:2011 for managing user privacy
concerns.
By aligning website auditing practices with these standards, participants will be equipped
to conduct thorough evaluations, identify non-conformities, and implement strategies for
optimization. This course is designed for digital marketers, online PR professionals, web
developers, and quality assurance specialists who aim to elevate their websites'
standards, ensuring they meet both regulatory requirements and user expectations.
For website auditing from digital marketing and online public relations (PR) perspectives,
incorporating relevant ISO standards can enhance the audit's comprehensiveness and
reliability. While ISO 9001:2015 is a widely recognized standard for quality management
systems (QMS), it primarily focuses on process quality. However, its principles can still
be applied to website auditing, especially concerning customer satisfaction, continual
improvement, and process optimization.
Additionally, specific standards and guidelines that could be relevant include:
1. ISO/IEC 27001:2013 - Information Security Management Systems (ISMS): This
standard is crucial for auditing websites' security aspects, ensuring that sensitive
data and information are protected.
2. ISO/IEC 40500:2012 (WCAG 2.0) - Web Content Accessibility Guidelines:
Essential for ensuring web accessibility, making websites usable for people with
disabilities.
3. ISO 9001:2015 - Quality Management Systems: Provides a framework for
consistent quality and customer satisfaction, applicable to website quality
aspects like content accuracy, usability, and performance.
4. ISO/IEC 25010:2011 - Systems and Software Quality Requirements and
Evaluation (SQuaRE): Useful for assessing software and system quality,
including usability, reliability, and maintainability of websites.
5. ISO/IEC 29100:2011 - Privacy framework: Relevant for audits focusing on user
privacy and data protection.

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2 Web Auditing Need and Use
2.1 Audit Overview:
This Module focuses on providing participants with the necessary skills and knowledge
to evaluate and enhance website performance and online marketing campaigns through
auditing and identifying non-conformities. This module equips participants with practical
tools, methodologies, and tactics to ensure the effectiveness of digital marketing
endeavors.
The Need for Auditing:
• Auditing is essential in digital marketing to ensure that resources are effectively
utilized and objectives are met.
• Audits help in identifying areas for improvement and optimization in digital
marketing campaigns and website performance.
• Non-conformities can lead to wasted resources, lost opportunities, and negative
user experiences, which can be detrimental to the brand's reputation.
The Use of Auditing:
• Auditing helps in making data-driven decisions and optimizing marketing
strategies.
• It ensures that digital marketing efforts align with business goals and customer
needs.
• Regular auditing improves ROI by minimizing non-conformities and enhancing the
overall effectiveness of digital marketing campaigns.
3 Auditing and non-Conformity Identification
Web auditing and non-conformity identification is crucial in a digital marketing course as
it equips participants with the skills needed to evaluate and improve digital marketing
efforts. It ensures that digital marketing strategies are data-driven, effective, and aligned
with business objectives. Auditing is essential to minimize non-conformities and optimize
marketing campaigns, ultimately leading to better results and ROI.
By actively participating in the practical session of this module, participants will develop
a comprehensive understanding of web auditing and non-conformity identification.
Equipped with practical skills and knowledge, participants will be empowered to optimize
website performance, enhance online marketing campaigns, and drive measurable
results in digital marketing endeavors.
3.1 Practical Session Outline:
The practical session of this Module encompasses a comprehensive array of tools,
methodologies, and tactics aimed at website auditing and non-conformity identification.
Participants will engage in hands-on activities to gain proficiency in utilizing these tools
effectively. The session includes:

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3.1.1 Website Index Status Testing (WIST):
▪ Understanding how search engines index web pages.
▪ Evaluating the index status of a website using tools like Google Search
Console.
(Site: yoursite.com)
3.1.2 Dynamic XML Sitemap Validation:
▪ Checking the integrity and accuracy of XML sitemaps.
▪ Identifying and rectifying errors in dynamic XML sitemaps.
(URL, Priority, Calling Frequency, last update)
3.1.3 Dynamic RSS Feed Testing:
▪ Assessing the functionality and performance of RSS feeds.
▪ Troubleshooting issues related to dynamic RSS feeds.
(URL. Feed content, nature of feed say atom, ashx, xml)
3.1.4 Google Analytics:
▪ Utilizing Google Analytics to track website traffic, user behavior, and
conversions.
▪ Analyzing data to identify areas for improvement in website
performance.
(k-Factor)
3.1.5 Google Search Console and Webmaster Tool:
▪ Leveraging Google Search Console to monitor website performance
in search results.
▪ Identifying and addressing technical issues detected by the
Webmaster Tool.
(CTR, Coverage issues)
3.1.6 Meta Data Checking in Websites:
▪ Verifying the correctness and optimization of meta tags and descriptions.
▪ Ensuring meta data aligns with SEO best practices.
(Keyword limit, canonical issue, keyword relevancy)
3.1.7 Content Quality Testing:
▪ Assessing the quality, relevance, and uniqueness of website content.
▪ Implementing strategies to improve content quality and engagement.
(keyword relevancy, UTI, Alt tags, Deep linking)
3.1.8 W3C Validation:
▪ Validating HTML and CSS code for compliance with W3C standards.
▪ Resolving validation errors to enhance website usability and accessibility.

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(Nu HTML, HTML compression rate, CSS errors)
3.1.9 Canonical Issue/Plagiarism Testing:
▪ Identifying canonicalization issues and duplicate content.
▪ Conducting plagiarism checks to maintain originality and credibility.
3.1.10 Schema/Microdata Testing:
▪ Implementing structured data markup for enhanced search engine visibility.
▪ Verifying the correctness of schema markup using testing tools.
3.1.11 AMP Checking:
▪ Evaluating Accelerated Mobile Pages (AMP) for mobile-friendliness and
performance.
▪ Optimizing AMP to improve mobile search rankings and user experience.
3.1.12 Core Web Vital Testing Process:
▪ Assessing core web vital metrics such as loading speed, interactivity, and
visual stability.
▪ Implementing optimizations to meet Google's performance criteria.
3.1.13 Core Vital Issue Testing
Explanation: Core Web Vitals, as defined by Google, are a set of metrics that measure
user experience on websites. They include:
▪ Largest Contentful Paint (LCP): Measures loading performance.
▪ First Input Delay (FID): Measures interactivity.
▪ Cumulative Layout Shift (CLS): Measures visual stability.
Recommended Values:
▪ LCP: Under 2.5 seconds
▪ FID: Under 100 milliseconds
▪ CLS: Less than 0.1
Testing Tool: https://pagespeed.web.dev/
3.1.14 A/B & Multivariate Testing Process:
▪ Conducting experiments to compare different versions of web pages.
▪ Analyzing test results to optimize website elements for better conversion
rates.
3.1.15 Latent Semantic Index Validation (LSI):
▪ Understanding LSI keywords and their role in content optimization.
▪ Validating the usage of LSI keywords for improved search engine rankings.

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3.1.16 Web Ontology and Query String Checking:
▪ Examining website structure and URL parameters for optimization.
▪ Ensuring coherence and relevance in web ontology and query strings.
3.1.17 HTML Compression Ratio Testing:
▪ Compressing HTML code to improve website loading speed.
▪ Testing compression ratios and optimizing HTML for efficiency.
3.1.18 Coverage Issue Identification and Rectifying:
▪ Identifying areas of low content coverage on the website.
▪ Developing strategies to address coverage gaps and improve website
relevance.
3.1.19 Crawling Issue Identification and Rectifying:
▪ Identifying obstacles that prevent search engine crawlers from accessing
website content.
▪ Resolving crawling issues to ensure proper indexing and visibility.
3.1.20 Google Trends:
▪ Analyzing trending topics and search queries relevant to the target
audience.
▪ Incorporating insights from Google Trends into content and marketing
strategies.
3.1.21 SEO Audits and Site Performance Audit:
▪ Conducting comprehensive audits to assess website SEO health and
performance.
▪ Generating actionable recommendations to improve SEO and site
performance.
3.1.22 Scam Adviser:
▪ Assessing the trustworthiness and reliability of websites using Scam
Adviser.
▪ Identifying potential scams or fraudulent activities for mitigation.
3.1.23 Marketing Grader and Competitor Analysis:
▪ Analyzing marketing performance metrics and benchmarking against
competitors.
▪ Leveraging insights from Marketing Grader to optimize marketing
strategies.

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3.1.24 Domain Authority Testing (DAT):
▪ Evaluating the authority and credibility of website domains.
▪ Implementing strategies to improve domain authority for better search
visibility.
3.1.25 Broken Link Checking:
▪ Identifying and resolving broken links (404 errors) on a website.
▪ Using tools like Broken Link Checker to automate the detection process.
3.1.26 Deep Linking Analysis:
▪ Analyzing the internal linking structure of a website.
▪ Evaluating the distribution of deep links to important pages within the site
hierarchy.
3.1.27 Inbound Links and Outbound Links:
▪ Assessing the quality and quantity of inbound links (backlinks) pointing to the
website.
▪ Monitoring outbound links to ensure relevance and authority.
3.1.28 Content Syndication:
▪ Exploring opportunities to syndicate website content on external platforms.
▪ Implementing strategies to reach a wider audience and improve brand visibility.
3.1.29 Call-to-Action (CTA) Testing:
▪ Testing the effectiveness of CTAs in driving user engagement and conversions.
▪ Optimizing CTAs based on performance metrics and user behavior.
3.1.30 Breadcrumbs:
▪ Implementing breadcrumb navigation to improve website usability and user
experience.
▪ Verifying the correctness and consistency of breadcrumb trails across the site.
3.1.31 Non-Functional Attributes in Websites:
▪ Ensuring compliance with non-functional attributes such as Terms and Conditions,
Privacy Policy, and Cookies Policy.
▪ Verifying the presence and accessibility of these elements to enhance trust and
transparency.
For web auditing, especially in the context of digital marketing, online public relations, or
web accessibility, there are several key parameters to consider. While there isn't a
universally standardized format akin to ISO standards for web auditing, there are common
frameworks and best practices. Here are some key parameters and considerations:

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4 Digital Marketing Audit Parameters
1. SEO Audit:
o On-Page SEO: Title tags, meta descriptions, header tags, keyword usage,
and content quality.
o Off-Page SEO: Backlink profile, domain authority, and social signals.
o Technical SEO: Site speed, mobile-friendliness, XML sitemap, robots.txt,
and structured data.
2. Content Audit:
o Content Quality: Relevance, originality, and depth.
o Content Performance: Engagement metrics like time on page, bounce
rate, and social shares.
o Content Gaps: Identifying missing topics or keywords.
3. Social Media Audit:
o Profile Optimization: Completeness and consistency across platforms.
o Engagement Metrics: Likes, shares, comments, and follower growth.
o Content Strategy: Type and frequency of posts, and alignment with brand
voice.
4. PPC Audit:
o Ad Performance: Click-through rate (CTR), conversion rate, and cost per
acquisition (CPA).
o Ad Relevance: Keyword alignment and quality score.
o Budget Allocation: Spend efficiency and return on investment (ROI).
5 Online Public Relations Audit Parameters
1. Brand Mentions:
o Sentiment Analysis: Positive, negative, or neutral mentions.
o Reach and Influence: Audience size and influence of sources mentioning
the brand.
2. Media Coverage:
o Quality of Coverage: Prominence, tone, and context of mentions.
o Diversity of Sources: Range of media outlets covering the brand.
3. Crisis Management:
o Response Time: Speed and effectiveness of responses to negative
publicity.
o Message Consistency: Consistency and clarity of public statements.
4. Influencer Engagement:
o Relevance: Alignment of influencers with brand values and audience.
o Impact: Metrics such as reach, engagement, and conversions driven by
influencer campaigns.

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6 Web Accessibility Audit Parameters
1. WCAG Compliance:
o Perceivable: Text alternatives, time-based media alternatives, adaptable
content.
o Operable: Keyboard accessibility, enough time, and navigability.
o Understandable: Readable content, predictable operation, input
assistance.
o Robust: Compatibility with current and future user agents, including
assistive technologies.
2. Usability Testing:
o User Testing: Feedback from users with disabilities.
o Automated Tools: Using tools like WAVE or Axe for automated checks.
3. Technical Accessibility:
o HTML/CSS Validation: Ensuring code is valid and semantic.
o ARIA Landmarks: Appropriate use of ARIA roles and properties.
7 General Audit Framework
1. Documentation Review:
o Reviewing existing policies, procedures, and previous audit reports.
2. Site Analysis:
o Home Page: First impressions, navigation, and core content.
o Core Pages: About, Contact, Services/Product pages.
o Functionality Testing: Forms, links, and multimedia elements.
3. Performance Metrics:
o Speed and Load Times: Using tools like Google PageSpeed Insights.
o Mobile Compatibility: Responsiveness and usability on mobile devices.
8 Sample Web Audit Format
1. Introduction:
o Objectives and scope of the audit.
o Brief overview of the website and its purpose.
2. Methodology:
o Tools and techniques used.
o Auditing criteria and standards referenced.
3. Findings:
o Detailed analysis of each parameter.
o Identification of issues and areas for improvement.
4. Recommendations:
o Specific actions to address identified issues.
o Best practices and improvement strategies.
5. Conclusion:
o Summary of key findings.
o Overall assessment and next steps.

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9 Standards and Best Practices
• WCAG (Web Content Accessibility Guidelines) 2.1: For accessibility.
• ISO/IEC 40500: Information technology – W3C Web Content Accessibility
Guidelines (WCAG) 2.0.
• Google Webmaster Guidelines: For SEO best practices.
• NIST SP 800-53: For cybersecurity considerations in web applications.
By incorporating these parameters into your web auditing process, you can ensure a
comprehensive evaluation of the website's performance, accessibility, and alignment with
best practices in digital marketing and public relations.
10 Enhancing the Web Audit Checklist with ISO 19011 and
Specific Criteria
10.1Understanding ISO 19011
ISO 19011 provides guidelines for auditing management systems. While it doesn't offer
specific criteria for web audits, its principles of objectivity, competence, and integrity can
be applied to the audit process.
10.2Incorporating ISO 19011 Principles and Specific Criteria
Note: The following template is a general outline. Specific criteria and recommended
values should be tailored to your organization's requirements and industry standards.
10.2.1 Audit Overview
• Audit objectives: Clearly defined and aligned with organizational goals.
• Scope of the audit: Detailed description of the website and its components to be
audited.
• Audit criteria: Reference ISO 19011 principles (objectivity, competence, integrity)
and specific web audit criteria.
• Audit methodology: Document the audit approach, including data collection
methods, sampling techniques, and evidence evaluation.
• Audit team members: List auditors with their qualifications and roles.
• Audit schedule: Outline the audit timeline and resource allocation.
10.2.2 Website Performance and Accessibility
• Loading speed:
o Recommended value: <3 seconds
o Major non-conformity: Load time > 5 seconds
o Minor non-conformity: Load time 3-5 seconds
o Mandatory criteria: Load time < 3 seconds
o Salutary criteria: Load time < 2 seconds
o Yes/No: Loading speed test conducted

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• Mobile responsiveness:
o Major non-conformity: Not mobile-friendly
o Minor non-conformity: Partial responsiveness issues
o Mandatory criteria: Fully responsive
o Salutary criteria: Optimized for various screen sizes
o Yes/No: Mobile responsiveness tested
• Accessibility:
o Major non-conformity: Fails to meet WCAG 2.1 AA
o Minor non-conformity: Minor accessibility issues
o Mandatory criteria: Meets WCAG 2.1 AA
o Salutary criteria: Meets WCAG 2.1 AAA
o Yes/No: Accessibility audit conducted
10.2.3 Search Engine Optimization (SEO)
• Technical SEO:
o Major non-conformity: Critical W3C validation errors
o Minor non-conformity: Minor W3C validation errors
o Mandatory criteria: No critical W3C validation errors
o Salutary criteria: Clean code, optimized for search engines
o Yes/No: W3C validation performed
• Content SEO:
o Major non-conformity: Outdated or irrelevant content
o Minor non-conformity: Poorly optimized content
o Mandatory criteria: Relevant, up-to-date content
o Salutary criteria: Engaging, informative, and keyword-optimized content
o Yes/No: Content audit conducted
• On-page SEO:
o Major non-conformity: Missing or incorrect meta tags
o Minor non-conformity: Suboptimal meta tag usage
o Mandatory criteria: Correct meta tags in place
o Salutary criteria: Optimized meta tags for target keywords
o Yes/No: On-page SEO analysis performed
[Continue for other sections, following the same format]
10.3Audit Findings and Recommendations
• Non-conformities: Detailed description of findings, including severity and
potential impact.
• Corrective actions: Recommended actions to address non-conformities.
• Preventive actions: Suggestions to prevent recurrence of issues.
• Overall audit assessment: Summary of audit findings and recommendations.

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10.4Additional Considerations
• Evidence: Clearly document the evidence collected to support audit findings.
• Risk assessment: Identify potential risks to the website and assess their impact.
• Follow-up: Establish a mechanism for tracking corrective actions and verifying
their effectiveness.
• Continuous improvement: Recommend ways to enhance the website's
performance and compliance.
By following this structured approach and incorporating specific criteria, you can create a
comprehensive web audit checklist that aligns with ISO 19011 principles and provides
valuable insights for improving website performance and compliance.
10.5Audit Template
Audit Area Criteria
Recommended
Value
Major
Non-
conformity
Minor
Non-
conformity
Mandatory
Criteria
Salutary
Criteria
Yes/No
Audit
Overview
Audit
objectives:
Clearly defined
and aligned
with
organizational
goals.
Scope of the
audit:
Detailed
description of
the website and
its components
to be audited.
Audit criteria:
Reference ISO
19011
principles
(objectivity,
competence,
integrity) and
specific web
audit criteria.
Audit
methodology:
Document the
audit approach,
including data
collection
methods,
sampling
techniques, and
evidence
evaluation.

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Audit team
members:
List auditors
with their
qualifications
and roles.
Audit
schedule:
Outline the
audit timeline
and resource
allocation.
Website
Performance
and
Accessibility
Loading speed:
Recommended
value
<3 seconds
Major non-
conformity
> 5 seconds
Minor non-
conformity
3-5 seconds
Mandatory
criteria
< 3 seconds
Salutary criteria < 2 seconds
Yes/No
Loading speed
test conducted
Mobile
responsiveness:
Major non-
conformity
Not mobile-
friendly
Minor non-
conformity
Partial
responsiveness
issues
Mandatory
criteria
Fully
responsive
Salutary criteria
Optimized for
various screen
sizes
Yes/No
Mobile
responsiveness
tested
Accessibility:

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Major non-
conformity
Fails to meet
WCAG 2.1 AA
Minor non-
conformity
Minor
accessibility
issues
Mandatory
criteria
Meets WCAG
2.1 AA
Salutary criteria
Meets WCAG
2.1 AAA
Yes/No
Accessibility
audit conducted
11 Web Auditing Need and Use
1.1 Audit Overview: This module equips participants with the skills and knowledge to
evaluate and enhance website performance and online marketing campaigns. By
identifying and addressing non-conformities, participants can ensure digital marketing
efforts are effective and aligned with business goals.
11.1The Need for Auditing:
• Ensures effective use of resources and achievement of objectives.
• Identifies areas for improvement and optimization in digital marketing and website
performance.
• Prevents wasted resources, lost opportunities, and negative user experiences,
protecting the brand's reputation.
11.2The Use of Auditing:
• Facilitates data-driven decision-making and marketing strategy optimization.
• Ensures alignment between digital marketing efforts and business objectives.
• Enhances ROI by minimizing non-conformities and improving campaign
effectiveness.
12 Auditing and Non-Conformity Identification
Importance: Web auditing and non-conformity identification are essential for optimizing
digital marketing strategies. This process helps ensure strategies are data-driven,
effective, and aligned with business objectives, leading to improved results and ROI.

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12.1Practical Session Outline:
Participants will engage in hands-on activities to gain proficiency in the following areas:
1. Website Index Status Testing: Use Google Search Console to assess how
search engines index web pages.
2. Dynamic XML Sitemap Validation: Check the integrity and accuracy of XML
sitemaps.
3. Dynamic RSS Feed Testing: Assess and troubleshoot RSS feeds.
4. Google Analytics: Track traffic, user behavior, and conversions.
5. Google Search Console & Webmaster Tools: Monitor performance and address
technical issues.
6. Meta Data Checking: Ensure meta tags and descriptions are optimized.
7. Content Quality Testing: Assess and improve content quality and engagement.
8. W3C Validation: Ensure HTML and CSS code comply with standards.
9. Canonical Issue/Plagiarism Testing: Identify and address canonicalization and
duplicate content issues.
10.Schema/Microdata Testing: Implement and verify structured data markup.
11.AMP Checking: Optimize Accelerated Mobile Pages for mobile performance.
12.Core Web Vitals Testing: Assess and optimize loading speed, interactivity, and
visual stability.
13.A/B & Multivariate Testing: Conduct experiments to optimize website elements.
14.Latent Semantic Index Validation: Use LSI keywords for content optimization.
15.Web Ontology & Query String Checking: Optimize website structure and URL
parameters.
16.HTML Compression Ratio Testing: Improve website loading speed by
compressing HTML code.
17.Coverage Issue Identification & Rectifying: Address gaps in website content
coverage.
18.Crawling Issue Identification & Rectifying: Ensure proper indexing by resolving
crawling issues.
19.Google Trends: Use trending topics to inform content and marketing strategies.
20.SEO Audits & Site Performance Audit: Assess and improve SEO and site
performance.
21.Scam Adviser: Evaluate the trustworthiness of websites.
22.Marketing Grader & Competitor Analysis: Benchmark marketing performance
against competitors.
23.Domain Authority Testing: Improve domain authority for better search visibility.
24.Broken Link Checking: Identify and fix broken links.
25.Deep Linking Analysis: Optimize internal linking structure.
26.Inbound & Outbound Links: Assess the quality of inbound and outbound links.
27.Content Syndication: Expand reach through content syndication.
28.Call-to-Action (CTA) Testing: Optimize CTAs for better engagement and
conversions.
29.Breadcrumbs: Improve usability with breadcrumb navigation.

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30.Non-Functional Attributes: Ensure compliance with policies like Terms and
Conditions, Privacy Policy, and Cookies Policy.
12.2Digital Marketing Audit Parameters
1. SEO Audit:
o On-Page SEO: Optimize title tags, meta descriptions, headers, and content
quality.
o Off-Page SEO: Evaluate backlink profile, domain authority, and social
signals.
o Technical SEO: Improve site speed, mobile-friendliness, and use of
structured data.
2. Content Audit:
o Content Quality: Ensure relevance, originality, and depth.
o Content Performance: Measure engagement metrics.
o Content Gaps: Identify missing topics or keywords.
3. Social Media Audit:
o Profile Optimization: Ensure completeness and consistency.
o Engagement Metrics: Track likes, shares, comments, and follower growth.
o Content Strategy: Align posts with brand voice and strategy.
4. PPC Audit:
o Ad Performance: Evaluate CTR, conversion rate, and CPA.
o Ad Relevance: Ensure keyword alignment and quality score.
o Budget Allocation: Optimize spend efficiency and ROI.
12.3Online Public Relations Audit Parameters
1. Brand Mentions:
o Sentiment Analysis: Analyze positive, negative, or neutral mentions.
o Reach & Influence: Measure audience size and influence of sources.
2. Media Coverage:
o Quality of Coverage: Assess prominence, tone, and context.
o Diversity of Sources: Evaluate the range of media outlets.
3. Crisis Management:
o Response Time: Evaluate speed and effectiveness of responses.
o Message Consistency: Ensure clarity and consistency in statements.
4. Influencer Engagement:
o Relevance: Align influencers with brand values and audience.
o Impact: Measure reach, engagement, and conversions.
12.4Web Accessibility Audit Parameters
1. WCAG Compliance:
o Perceivable: Ensure text alternatives, adaptable content, and accessible
media.
o Operable: Ensure keyboard accessibility and clear navigation.
o Understandable: Ensure content is readable and predictable.

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o Robust: Ensure compatibility with current and future technologies.
2. Usability Testing:
o User Testing: Gather feedback from users with disabilities.
o Automated Tools: Use tools like WAVE for automated checks.
3. Technical Accessibility:
o HTML/CSS Validation: Ensure valid and semantic code.
o ARIA Landmarks: Use appropriate ARIA roles and properties.
12.5General Audit Framework
1. Documentation Review: Review policies, procedures, and previous audit reports.
2. Site Analysis: Assess core pages, functionality, and user experience.
3. Performance Metrics: Measure speed, load times, and mobile compatibility.
12.6Sample Web Audit Format
1. Introduction:
o Objectives & Scope: Define the audit's goals and scope.
o Methodology: Outline tools, techniques, and criteria used.
2. Findings:
o Analysis: Provide detailed findings and areas for improvement.
3. Recommendations:
o Actions: Suggest specific actions and best practices.
4. Conclusion:
o Summary: Recap key findings and next steps.
13 Standards and Best Practices
• WCAG 2.1: Web Content Accessibility Guidelines for accessibility.
• ISO/IEC 40500: International standard for WCAG 2.0.
• Google Webmaster Guidelines: Best practices for SEO.
• NIST SP 800-53: Cybersecurity guidelines for web applications.
14 Enhancing the Web Audit Checklist with ISO 19011
Understanding ISO 19011: ISO 19011 provides guidelines for auditing management
systems, emphasizing principles like objectivity, competence, and integrity.
Incorporating ISO 19011 Principles and Specific Criteria:
14.1Audit Overview:
• Objectives: Align with organizational goals.
• Scope: Define the website and components to audit.
• Criteria: Use ISO 19011 principles and specific web audit criteria.
• Methodology: Document the audit approach.
• Team: List auditors and qualifications.
• Schedule: Outline timeline and resource allocation.

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14.2Website Performance and Accessibility:
• Loading Speed:
o Recommended: <3 seconds
o Major Non-Conformity: >5 seconds
o Minor Non-Conformity: 3-5 seconds
o Mandatory Criteria: <3 seconds
o Salutary Criteria: <2 seconds
o Test Conducted: Yes/No
• Mobile Responsiveness:
o Major Non-Conformity: Not mobile-friendly
o Minor Non-Conformity: Partial issues
o Mandatory Criteria: Fully responsive
o Salutary Criteria: Optimized for various screens
• Accessibility:
o Major Non-Conformity: Fails WCAG 2.1 AA
o Minor Non-Conformity: Minor issues
o Mandatory Criteria: Meets WCAG 2.1 AA
o Salutary Criteria: Meets WCAG 2.1 AAA
14.3Search Engine Optimization (SEO):
• Technical SEO:
o Major Non-Conformity: Critical W3C errors
o Minor Non-Conformity: Minor W3C errors
o Mandatory Criteria: No critical errors
o Salutary Criteria: Optimized code
• Content SEO:
o Major Non-Conformity: Outdated content
o Minor Non-Conformity: Poor optimization
o Mandatory Criteria: Relevant, updated content
o Salutary Criteria: Engaging, optimized content
• On-Page SEO:
o Major Non-Conformity: Missing meta tags
o Minor Non-Conformity: Suboptimal meta usage
o Mandatory Criteria: Correct meta tags
o Salutary Criteria: Optimized meta tags

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15 The Future of Web Auditing and Non-Conformity Elimination
This session will explore the evolving landscape of web auditing and the importance of
non-conformity elimination in maintaining website compliance and performance. As the
digital environment continues to grow, web auditing practices must adapt to new
technologies, regulatory changes, and user expectations. Topics will include emerging
trends in web auditing, advanced tools for identifying non-conformities, and strategies for
ensuring ongoing compliance and optimization.
16 Building a Career in Web Auditing
16.1Skills and Qualifications
In this session, participants will learn about the essential skills and qualifications required
to build a successful career in web auditing. The discussion will cover both technical and
soft skills, including knowledge of SEO, web accessibility standards, analytical skills,
attention to detail, and effective communication. This session will also highlight the
importance of continuous learning and staying updated with the latest industry trends and
certifications.
16.2Career Paths
This session will provide insights into various career paths within the web auditing field,
including roles such as SEO auditor, digital marketing auditor, web accessibility
consultant, and online PR auditor. Participants will learn about the different opportunities
available in various sectors, including digital agencies, corporations, government
institutions, and freelance consulting.
16.3Resources and Networking
In this session, participants will explore valuable resources and networking opportunities
that can help them advance their careers in web auditing. This includes professional
organizations, industry conferences, online communities, and continuing education
platforms. Emphasis will be placed on the importance of building a strong professional
network and staying connected with industry peers.
17 Tips for Success
This session will offer practical tips and best practices for achieving success in the web
auditing profession. Topics will include effective time management, continuous skill
development, building a personal brand, and leveraging technology to enhance auditing
efficiency. Participants will also learn how to stay motivated and handle challenges that
may arise in the field.

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18 Free Online Courses in Web Auditing, Testing, and Related
Disciplines
Participants will be introduced to free online courses that can further their knowledge and
expertise in web auditing, testing, and related fields. These courses provide a strong
foundation and advanced insights into various aspects of web auditing, SEO, digital
marketing, and web accessibility. Recommended courses include:
▪ Web Technology
Uttarakhand Open University, Haldwani
https://onlinecourses.swayam2.ac.in/nou24_cs18/preview
This course covers the fundamentals of web technologies, including HTML,
CSS, JavaScript, and web server concepts, providing a solid base for
understanding web structure and performance.
▪ SEO Fundamentals
University of California, Davis via Coursera
https://www.coursera.org/learn/seo-fundamentals
This course offers an in-depth introduction to SEO, covering on-page and off-
page optimization strategies, keyword research, and technical SEO
essentials.
▪ Introduction to Web Accessibility
W3Cx via edX
https://www.edx.org/course/web-accessibility-introduction
This course provides a comprehensive overview of web accessibility,
including the principles of accessible design, WCAG guidelines, and tools for
evaluating web accessibility.
▪ Web Application Testing with Selenium
Mozilla Developer Network
https://developer.mozilla.org/en-
US/docs/Learn/Tools_and_testing/Cross_browser_testing/Selenium
This tutorial teaches participants how to use Selenium, a popular tool for
automating web application testing, to ensure cross-browser compatibility and
robust web performance.
▪ Google Analytics Academy
Google
https://analytics.google.com/analytics/academy/
This series of courses covers the fundamentals of Google Analytics, including
data collection, processing, configuration, and how to analyze data to make
informed decisions for website optimization.
▪ Digital Marketing Specialization
University of Illinois at Urbana-Champaign via Coursera
https://www.coursera.org/specializations/digital-marketing
While focused on digital marketing as a whole, this specialization includes key

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modules on SEO, analytics, and digital strategy that are essential for web
auditors.
▪ Data Science for Internet of Things (IoT)
Swayam
https://onlinecourses.swayam2.ac.in/cec20_cs06/preview
This course explores the intersection of data science and IoT, including data
collection, processing, and analysis techniques relevant for auditing web and
IoT applications.
▪ HTML5 and CSS Fundamentals
W3C via edX
https://www.edx.org/course/html5-and-css-fundamentals
This course covers the basics of HTML5 and CSS, which are essential for
understanding web structure, design, and the technical aspects of auditing a
website.
These courses provide a diverse range of knowledge areas, from SEO and analytics to
web development and accessibility, all crucial for a well-rounded understanding of web
auditing and testing.
19 Additional Resources
This session will compile a list of additional resources, including books, articles, tools,
and websites that can support ongoing learning and professional development in web
auditing. The resources will cover a range of topics, from SEO and web accessibility to
advanced auditing techniques and industry best practices.
20 Conclusion
The final session will summarize the key takeaways from the course and provide
participants with a roadmap for their continued growth and success in web auditing. The
conclusion will emphasize the importance of staying informed about industry
developments, applying the skills and knowledge gained from the course, and continually
striving for excellence in the field.

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21 Acronyms used in this book
A
Acessibility: A11y, 7, 10
Alt tags: Alternative Tags, 7
AMP: Accelerated Mobile Pages, 8, 18
ARIA: Acessibility Rich Internet Applications, 12, 20
ashx: ASP.NET Web Handler file, 7
C
CLS: Cumulative Layout Shift, 8
CSS: Cascading Style Sheets, 7, 8, 12, 18, 20
CTA: Call To Action, 10; Call-to-Action, 10, 18
CTR: Click-Through Rate, 7, 11, 19
D
DAT: Domain Authority Testing, 10
F
FID: First Input Delay, 8
H
HTML: Hyper Text Markup Language, 7, 9
I
IEC: International Electrotechnical Commission, 4, 5, 13,
20
ISMS: Information Security Management Systems, 5
ISO: International Organization for Standardization, 1, 4, 5,
10, 13, 15, 20
K
k-Factor: Key Performance Indicator Factor(Reach,
Impressions and Response), 7
L
LCP: Largest Contentful Paint, 8
LSI: Latent Semantic Index Validation, 8, 18
N
NIST SP: National Institute of Standards and Technology
Special Publications, 13, 20
P
PPC: Pay Per Click, 11, 19
PR: Public Relations, 4, 5
Q
QMS: Quality Management System, 5
R
ROI: Return On Investment, 6, 11, 17, 19
RSS: Really Simple Syndication, 18; Really Simple
Syndication” or "Rich Site Summary", 7
S
SEO: Search Engine Optimisation, 7, 9, 11, 13, 14, 18, 19,
20, 21
SQuaRE: Systems and Software Quality Requirements
and Evaluation, 5
U
URL: Uniform Resource Locator, 7, 9, 18
UTI: Uniform Type Identifier, 7
W
W3C: World Wide Web Consortium, 7, 13, 14, 18, 21
WAVE: Web Accessibility eValuation tool, 12, 20
WCAG: Web Content Accessibility Guidelines, 4, 5, 12,
13, 14, 17, 19, 20, 21
WIST: Website Index Status Testing, 7
X
XML: Extensible Markup Language, 7

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