What is an SEO Audit?
As many of you know, SEO stands for Search Engine Optimization. Moz defines this as “the practice of increasing the quantity and quality of traffic to your website through organic search engine results”.
Why do I need an SEO Audit?
SEO considers the technical elements that make your website function, through the website audit and alongside that:
- The number of visitors you receive from the search engine results page (often abbreviated to SERP) on Google.
- The quality of visitors finding your page through these organic* listings.
- How the website supports the rest of your marketing.
*psst, organic refers to any website visitor that you haven’t obtained through paid marketing (i.e. they’ve found you organically).
What benefits will my business see from an SEO Audit?
An SEO Audit will consider:
The technical elements that make your website function
Google has a set of rules for any website listed on its search engine results page to follow. We explain what some of these are, here. Here are some more:
- Does your website have a functioning site map? The site map allows Google to see at a glance, how the content on your site is populated. In other words, where does each page link through to from the homepage, other pages and what’s on each page. You can create and submit your websites’ site map through Google Search Console.
- Do the images on your website provide Alt text (alternative text)? This is used primarily for visually impaired users, who use audio software to describe what is on the website. Without this descriptive text, they are unable to gauge the full context of what’s on the page.
The number of visitors you receive from the Search Engine Results Page (often abbreviated to SERP) on Google
The number of visitors directed to your website will be determined by how many people are currently searching for a piece of content on your website and how competitive it is to rank for keywords within that page. You can view this data using Google Keyword Planner.
The quality of visitors finding your page through these organic listings
Using Google’s Keyword Planner you will be able to assess the content your potential customers are looking for and how many of your competitors are potentially ranking for the keywords on your website.
If you can provide solutions to customer problems, that your competitors aren’t considering and direct them to your website using your keyword research, this will attract potential customers that are interested in your product or service.
How the website supports the rest of your marketing
Once people have found the content they are looking for on your website, how does your marketing pull them further in to the purchasing decision-making process? What other content does your audience want to see before they make a decision, how do you show them this? Do you need to use other marketing channels to communicate this, such as remarketing?
How do I perform an SEO Audit?
We appreciate there’s a lot to consider when conducting an SEO Audit. If you would like us to perform one for you, along with producing recommendations to improve your sales and lead generation free of charge, get in touch here.
What else do I need to know?
Considering each of the factors outlined above during an SEO Audit, will provide you with a clear direction to take your business. As important as it is to ensure your website is technically sufficient to be ranked by Google, without a marketing strategy you may find yourself attracting the wrong audience which could impact the amount of products you sell or leads you obtain.
Your website is a marketing channel and as with all marketing channels, a knowledge of your audience, what problems they’re facing and how you can provide a unique solution compared to your competition, will contribute to more leads, sales and lots of happy customers.
At Need to Know Marketing we love providing information for SME’s so they can grow. We also understand this work can be time consuming and difficult to begin with. To assist you, we provide a free of charge one hour consultation, where we have an open discussion about your business objectives and what you’re looking to achieve.
Following the consultation we will provide you with a marketing strategy, advising how we recommend meeting your business objectives through marketing. If you are interested in knowing the cost of our services, you can use our calculator as a guide.
“Of all of our inventions for mass communication, pictures still speak the most universally understood language.”