How Improving Your Site Audit Will Drive Website Traffic
Your site’s SEO may not be delivering the business value you need. Leading digital marketers conduct site audits that transform SEO into a business driver. Don’t miss your opportunity to leverage your site’s true potential.
A search engine optimization (SEO) audit helps improve information on your website. This increases the opportunity for relevant organic visits. Your audit will help you determine content for other marketing initiatives as well.
Your website is at the core of your digital marketing strategy. Most of your calls to action will direct users to take action on your site.
That’s why website content should be aligned with marketing goals. Your content should leverage best SEO practices in turn. And all these digital marketing initiatives must align with your company’s value propositions.
Ready to begin? First, you need to know how SEO should align with your business objectives.
Preparing for Your Site Audit
Small businesses evolve. You may have found your website has expanded since its launch. You may have moved into to other target audiences as well.
This is great news for your business. But have you updated your website to facilitate this growth? Your initial SEO strategy may not support new customers or new sales.
An SEO site audit will tell you what’s working on your website. It will help you identify areas for improvement. It’s an essential process that offers real, actionable insights.
Your goal is to ensure your site is easy to find for the right people. You want those searchers to become visitors and ultimately buyers. Leading companies’ conversion rates are 5.31% higher than average.
Your site audit is like a checkup for your aging website. You can conduct this with internal experts. Most small businesses will hire outside help.
Net Fusion One provides information and services for aligning SEO and marketing. Their site resources provide great tips for business leaders on the threshold of their digital marketing strategies.
Focus on Overall Site Health
There are three areas on which you will focus during your audit. The first is your overall site health. This is an analysis of your website performance against industry benchmarks.
Recent changes in your business may involve new product launches or regional growth. You may have adapted your website to these changes. But was it optimized to drive the best business value?
Have you noticed any sudden changes in performance? Higher traffic yield isn’t always a sign of success. Remember, you want to make sure only potential customers arrive at your site.
Focus on Key Problem Areas
You’re not only looking for improvement areas. You want to identify qualities that are actually hurting performance.
SEO best practices are always changing. Yesterday’s optimization tools could be dragging you down today. You may find new website changes don’t align with your customers’ core search criteria either.
Take a Look at Your Competitors
There are dozens of points to measure during your site audit. You may not have great insight into them all. But you can learn from the competition.
What are your competitors doing better than you? They might not choose the same keywords or value propositions. But consider areas like site architecture where they might excel.
7 Steps to a Successful SEO Audit
You now understand your focus areas, inward and outward. It’s time to learn how the site audit process begins. These following steps put you on track to a successful website.
1. Measure Accessibility
You must do more than help customers find your website. You must ensure they stay long enough to convert. Slow page load times and 404 errors can bring progress to a halt.
Determine if there are pages that need redirecting to updated content. Use a site audit tool to ensure your page load times aren’t turning visitors away. Even three seconds of page load time can turn away hundreds of would-be customers.
2. Determine Proper Crawling and Indexing
Your site must be attractive in the eyes of Google Search. Google’s crawling should interpret your websites as being attractive. Its indexing will determine how it appears in search results.
Determine whether your site is being properly crawled and indexed. Ensure no resources are being blocked and that you meet the proper protocols. Don’t be like companies that fail to see their entire websites are blocked.
3. Conduct a Keyword Analysis
Keywords can bring in critical traffic. This is especially true in niche markets that use specific search criteria. Make sure you know how your target audience likes to search.
As you update your content, ensure you’re using appropriate keywords. Use analytics to determine how keywords impact your performance.
4. Evaluate Your Content
Your audience’s expectation is that your content will be of value. They are less interested in sales content from the start. Their search criteria will reflect this.
Your site audit helps you identify and leverage content that works. You can tell on which pages visitors are spending the most time. You can fix problems such as duplicate content as well.
5. Analyze Internal and External Links
Link building is an essential part of SEO. Your site audit reveals if your inbound and outbound links are working.
Outbound links are the easiest to control. Ensure you link your content to credible external sources. But be sure you don’t link to potential competitors.
Getting inbound links is more difficult. If you publish great content, other sites may choose to link to it. You can solicit inbound links in some cases as well.
6. Optimize Site Architecture and Design
Your site architecture and design should provide a safe and purposeful experience for users. Google rates websites based on these premises.
Your site audit will determine if your navigation and security are up to par. Google now prioritizes mobile-optimized sites as well.
7. Align Your Business Strategy
You can’t simply design your website to be a friend to Google. Your content should add value and meaning as well. You must establish this on a long-term basis.
Consider your future business goals. How are you anticipating future site development with this in mind? Your business goals should be paramount as you develop a winning, high-performance website.
The Best Tools and Resources for Your Site
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