Search engine optimization is an ongoing process as algorithms update, links break and new technology enters the market. A website SEO audit helps you identify these issues early through a structured, data-driven analysis. Ideally, you should perform an audit at least twice a year, though fast-paced industries may need up to four.
What if you’re a small business without a dedicated marketing department? Should you still allocate the resources toward such a big project? Honestly, the return on investment is worth the effort, especially when your competitors prioritize SEO. If you’re unsure where to start, plenty of tips, tricks and marketing firms are available to help. In fact, this guide is an excellent place to start.
The Importance of Website SEO Audits
As the criteria for search engine results page rankings change, so too must your optimization efforts. SEO audits look at your website’s keyword choice and placement, content topics and other factors to determine their effectiveness. Once you’ve identified areas of weakness, you can update webpages to boost SERP rankings.
A thorough audit also shows what’s working. For instance, if a particular page has a high click-through and low bounce rate, it’s doing something right. Analysis helps you understand what’s pulling views so you can apply those techniques to other pages.
SEO Audit Tools and Techniques
Learning how to do SEO audit work can be intimidating initially, but tools streamline the process. In fact, many perform the hard work of gathering and comparing data — all you have to do is set parameters and interpret the findings.
Of course, with so many options on the market, it’s a task in itself to find the right one. Hiring a marketing firm to conduct your audit allows you to bypass this step. These companies already have a wealth of tools and stay on the cutting edge of SEO technology. They also have the experience to interpret reports quickly and make recommendations.
What do the best SEO audit tools do? First and foremost, they deliver information in an easily digestible format, such as graphics, for easy comparison. Their accuracy is also paramount, as businesses base their strategies on the data. Finally, they sync with Google Analytics to provide a comprehensive, real-time look at how your efforts fare across the internet.
Areas To Focus on During Audits
Once you have the right tools, it’s time to tackle the auditing checklist. Since every website seeks to appeal to the same algorithms, how to perform an SEO audit doesn’t vary much between businesses. No matter your industry or size, you should check the following:
- Keyword research
- Site architecture
- User experience
- Technical errors
- Backlink profile
As mentioned, analyzing keywords helps you identify phrases that no longer boost your SERP rankings. Their success is supported by site architecture, which impacts the webpage crawlability. Algorithms crawl pages in search of keywords; prioritizing crawlability ensures that your SEO actually counts.
The site architecture also impacts the user experience, affecting how visitors navigate. The audit will further evaluate the following UX factors:
- Visual appeal
As you consider UX, remember to gauge mobile compatibility. The majority of consumers research products on their mobile devices, so your site must accommodate them. That means adjusting to mobile dimensions and avoiding unsupported programs.
Your website’s functionality also impacts the customer experience. For example, long load times prompt visitors to look for products elsewhere. Broken links can make your site seem unprofessional and frustrate consumers, leading to a poor perception of your business. Finally, compounding technical errors can drop your SERP rankings.
Backlink profiles are an essential aspect of SEO for several reasons. First, they’re a signal to algorithms that your content is high-quality. Second, they direct traffic to your website through third-party websites. An audit identifies broken links, allowing you to adjust your strategy to build a more robust backlink profile.
Keeping your website optimized takes knowledge, the appropriate tools and time. If you’re stretched thin in any of these areas, the experts at Unwired Web Solutions can pick up the slack. In addition to performing SEO audits, we offer social media marketing, web design and content marketing services. No matter the scope of your enterprise, we can help you increase your online influence. To learn more, contact us by phone or request a quote online.