Recently, the marketing scheme for most businesses has shifted to a digital approach. As time goes on, digital marketing will overtake all over forms of marketing as the primary approach for all types of businesses and industries. Search Engine Optimization (SEO) in particular is one of the most important components in digital marketing. When a business properly executes SEO for their website, their Google search rankings will top all of its competitors. Being at the top of your industry’s Google search rankings will go a long way in attracting web traffic and potential customers over the competition.
So, how can you figure out whether your website tailors to SEO optimization? The answer is by conducting an SEO audit. By executing an SEO audit on your website, you can determine if your website fulfills the requirements of SEO. Although SEO can appear to be complex, it can be broken down into segments. The three main segments of SEO include Page Level factors, Website Content factors, and whether or not there is Duplicate Content.
What is an SEO audit? What are we looking for? And how does it help? Keep reading to find out.
Think of an SEO audit as a checkup for your website. An audit will check how well your website lines up with the best practices of SEO. Conducting an SEO audit is the first step towards creating a better website. Audits are done in an effort to identify foundation issues within user experience and to identify any problems that go unseen. The categories that an SEO audit will check for issues are the following:
Now, we dive deeper into the components and factors that we are looking at when we complete an SEO audit on your site:
A site crawl essentially checks for the general usability of your site. For sites that are larger, have more pages, and more links, this is perfect. Oftentimes it can be hard to check everything on-site in detail. While doing the crawl doesn’t fix any problems, it brings our attention to areas that we may need to take a closer look at, and implement appropriate changes.
By crawling your site, you can determine if any updates need to be made to your SEO strategy. Site crawling can help you determine whether your:
By keeping these factors up-to-date, the SEO ranking of your business will maintain its position.
There are a variety of sources online that can crawl your site. One of them is Screamingfrog. Screamingfrog allows us to customize the crawl and search for exactly what we need. The site is relatively simple and produces quality results.
Headlines are a difficult balance between technicalities and interesting and inviting names. You want to create mystery so people want to read, but you have to give readers enough of a hint that they know what they’re reading, without giving away the whole article. While ranking for many things is good to drive traffic, you might be driving the wrong audience. Focus on your main audience as much as possible.
Linking externally and internally will prove prosperous for your website. Linking internally will maintain traffic flow and provide additional information. Linking to external sources may broaden your scope for other linking opportunities. Also depending on where you link to, it can increase your authority and trustworthiness.
To check if your website is linked to any custom URLs, you can use software such as ‘Screaming Frog’ for tracking. When using Screaming Frog, you can use a search feature in the program to find any URLs that contain “UTM”. UTM parameters are unique identifiers and indicate if a URL is unique. You can also track UTM pages by using Google Analytics.
Having links on your website can benefit its ranking. When adding links to your content, you should:
By utilizing links properly, your website will shine in Google’s Search Rankings.
How to check:
Is there content on your page that repeats itself? That duplication can be harming your search engine ranking. It can be really hard to come up with multiple different descriptions for similar products. Similarly, it can be a challenge to keep track of which words you have used. That’s why we do an audit.
Alternatively, duplicate content may be on different websites. Your content on website A might be too similar to the content on website B. Google will see this as plagiarism and needs to be corrected immediately.
How to check for duplicate content:
Duplicate content goes beyond text content, URLs can also have duplicate content which can lead to issues for your website.
While User engagement and user experience do not directly affect Google rankings, they can affect other website factors. By having a user-friendly website, it will tremendously improve your web traffic and user engagement on your site. This will drive more sales and it will create a boost in earnings. By adding a reasonable amount of interactive features such as live chat and demonstrative videos, you can increase the conversion rate of your website.
Did you know that 38% of users said they would stop visiting a website if it didn’t look nice? How can you then say that UX doesn’t matter? That didn’t convince you? Some websites have seen over a 180% increase in traffic and customers since updating web UX.
With that being said, it’s hard to track and monitor how users are feeling about your UX. Unlike keywords where you can put your finger on exactly what you did, Updating UX is a little more abstract.
How to check
Bounceback rates refer to the number of users who visit your page but leave. These rates usually indicate how interested customers are on your website, services, or products. A bounceback rate of over 65% is cause for concern. It could mean you have a site speed problem or a lack of interest. Don’t worry though, that’s why we do an audit to see where we can help.
Once we have identified that there is an issue, we can check a few different numbers and statistics in order to rule out reasons.
Another indirect factor that has an impact. User reviews may not be as concrete as keywords or backlinks, but having a steady stream of positive reviews is great for business. It means people are talking about your site!
Not all reviews are legit though. There are people out there who target businesses and leave negative reviews just because, or to try and kill reputation. An audit will be able to tell you more accurately which reviews are real and which aren’t. Additionally, this may take time, sometimes it can be hard to distinguish between real and fake reviews.
By monitoring the site reviews of your website, you can get a grasp of how effective your SEO strategy is. If you have many positive reviews, it indicates that your business has strong website content, user engagement, and user-friendly web design. This applies to review-based sites such as Yelp.
One of the first things we will do is to make sure that it is easy to share your page. On many mobile phones, there is a button on the browser allowing users to share. But we want to make sure that there is more than one way to share your site. The easier it is to share your page, the more that people will.
So what can you expect from an audit? What are your next steps?
Once we complete the audit, we are able to recommend various solutions for you. These solutions are tailored specifically to your needs and aim to provide efficient solutions to your most prominent problems.
Your next steps will be to communicate with us, your biggest concerns, or any ideas you have.
If you think that your business could benefit from an SEO audit, contact us today to discuss the best action plan for your business.