We know that Search Engine Optimization works. It’s a great way to drive traffic to your business and convert leads into profit. Using such a valuable asset can be powerful but daunting. We can get the most value from this tool through an SEO Audit.
An SEO Audit will look at whether Google is crawling your site, whether your on-page SEO is effective, whether your competitor research is useful, and a variety of other factors. You can find out more about what an SEO audit is here. First, let’s look at the reasons your website needs an SEO audit.
1. Increase your visibility
So, you created great content that is precisely what the market wants. Your business provides a valuable product or service, and you now have a beautiful looking website that highlights everything you do. You’re not getting any traffic!
Search engines like Google need to be able to crawl and index your site to show your customers what you do. This is a basic place where a website could fail. There are many reasons this could happen from the lack of a sitemap to robots.txt blocking your pages. First and foremost, an audit ensures the customer sees you.
2. Improve technical SEO
In the same way, Google may not index your site, there are many other technical aspects to good SEO that could make or break your site. Technical SEO will always be necessary, and with constant changes to Google’s algorithm, you should be auditing your site to make sure you’re still on the top of your game.
Everything from page speed to indexation to rendering to using the right status codes can drastically affect the performance of your site. For example, let’s say you’ve added new content recently. Are you positive you redirected that page correctly using the right code? Are you sure that Google is indexing the right page? If not, then you need an audit.
3. Identify outdated content
Sometimes you’ve written content so long ago that you forgot about it. Occasionally, that’s great. You have an asset you forgot about! Many times though, that content is out of date and can harm the performance of your website. Outdated, irrelevant content could decrease the amount of search traffic you receive.
A well-done audit will help you identify where you have content to refresh and where content bloat means you should delete pages. You may still be focusing on keywords or topics which no longer best represent your business. Everything from your title tags to your meta descriptions needs to stay fresh for the user.
4. Identify well-performing pages
You put time, money, and sweat into optimizing pages as part of your marketing strategy. You’ve seen a considerable boost in sales. How do you know which pages are driving those results and why? Not all pages are made equal.
On-page SEO is anything from how the user experiences the page to whether or not you have alt-text for your images. Looking into well-performing pages will help you identify which aspects of your strategy are effective with your users so you can grow that strategy across your website.
5. Identify underperforming pages
In the same way that you must identify well-performing pages, you must also identify poor performing pages. You wouldn’t let an employee sit around all day ignoring customers. You would either fire them or train them to be more successful.
An audit should look at everything on this page to identify why it’s underperforming. Is it possible you’re just targeting the wrong topics or using the wrong keywords? Maybe it ties in with your technical SEO. Perhaps the layout is terrible on mobile. Performing an audit will help you identify the opportunities to fix these pages.
6. Increase opportunities for links
Links are still an important part of Google’s algorithm. A good external link should be trustworthy, popular, and relevant to the content. Identifying who is linking to your site and why can help you build more content that the market wants, which will only increase your traffic. Alternatively, you will also be able to find out if you have spammy links that are hurting your trustworthiness as a site.
Internal linking is essential, as well. These are links that go from one page of your website to another. This can help users and search engines navigate your site well. Identifying opportunities for better internal linking will create a better information hierarchy for your site and drive traffic to your pages.
7. Changing search engines
You say you already have great SEO. That’s great! That being said, great SEO changes every day. Google changes. What worked yesterday may not work today. You need to look at your website through the most current lens possible, or you’ll fall behind the competition.
Search engines want to provide the most relevant searches possible, so they’re always improving the algorithms they used to connect people to your business. You wouldn’t use an old Chevy manual to diagnose problems with your brand-new Tesla, so why would you use yesterday’s SEO techniques to judge your website today?
8. Shifting competitor strategies
Not only do search engines change, but your competitors change. Suddenly the business down the street appears to be more profitable than you. You know your product is better, and you created an amazing website with perfect SEO. What’s going on?
An SEO audit will use tools to identify if your competitor’s strategy has changed. You can see if they’ve moved into paid search, or they’re targeting new keywords. Once you know what they’re doing, you can apply these to your site and regain your rightful place on the top of the search throne.
9. Get better data
Is your traffic dropping? Is it dropping for a specific segment? Is it doing well for mobile users, but terrible on a desktop? Are some pages profitable and others a drain? Every business understands his or her customers and their product because they want to be responsive to changes in the industry or changes in customer behavior.
An SEO audit will provide you with details on your customer’s behavior on your site, which gives you insight into how to improve your business overall. More importantly, it can help ensure that the data you’re using is coming from the best sources possible.
10. Great data = Great strategy
Every good business has a plan. You need to know where you’re going over the next year, two years or five years. Your website also needs a plan. Identifying all the places you can improve SEO, develop further content, and rectify issues will only add value to your website and your business.
The more you know about how your site is performing and why, the sooner you can develop this plan. The technical SEO issues, the on-page optimization possibilities, and the ability to build links among other areas will help you create clear goals for your business and identify a roadmap to further profit.
A great business audits its finances. It supervises its staff. It does everything it can to increase efficiency and productivity. Why is it that when it comes to a website, so many businesses don’t take the same precautions? Maybe your website is performing well. Maybe it’s not. Chances are there is something you can do to make your website work better for your bottom line. You can have a better website.
To find out more about SEO Audits and how it will improve your business, call WebFX today.