An SEO audit helps brands uncover both opportunities and problems to solve, but it is necessary to know about the focus elements. For instance, a few crucial factors directly impact the rankings. Hence, emphasising these factors is vital to give the website an instant boost. Here is a ten-step SEO audit brands can use for better results.
Understand How SEO Fits into the Overall Marketing Strategy:
The SEO aspect has only a tiny part in the marketing strategy- other factors hold weight, too. So, it is necessary to understand the role of SEO in the broader marketing strategy. Marketers must have a solid understanding of what results they want from SEO.
For instance, customers are on different buyer journeys. Some are in the discovery stage, while others could be in the final stages. If marketers have a stated purpose and which type of audience they are targeting, they will get more results
When there is a stated purpose, it is also easy to analyse metrics and determine the success rate of campaigns. If not, brands run the risk of misinterpreting data and harming their rankings in the long run. As a result, many businesses seek digital marketing services from experts to analyse key metrics and increase conversion rates.
Checking Site and Page Load Speeds:
Site speed is no longer an option but a necessity today. New technology comes in, and modern gadgets require the sites to load faster for a better user experience. Google has adapted to the recent trends by making site speed a ranking factor. So, brands should ensure that their site loads without any issues
The website should load within a couple of seconds to avoid users leaving the site. Site speed also affects the performance of other elements in the website and decreases conversion rates. For instance, the CTAs would not be effective if the site takes too long to load. Hence, companies liaise with experts offering digital marketing services to balance the content, SEO, and website for an optimum user experience
Not only is the overall site speed essential to rankings, but also individual pages. The images, fonts, and all other elements should load faster. Sometimes, the images could be large and slow the page load speed. So, it is crucial to check and resize them.
Check for Mobile-Friendliness:
The third step is to check whether the site is mobile-friendly or not. A couple of decades back, people used their computers to make purchase decisions. But today, they prioritise comfort and convenience, which increases the need for mobile-friendliness. If the site is not mobile-friendly, popups will prevent users from reading content. It could also slow down mobile page load speeds.
There are several tools online to check mobile-friendliness according to various factors like font size and overcrowding of elements. It is also good to check how the site responds to desktops, laptops, tablets, and smartphones for better site optimisation. Creating a mobile responsive design by getting the digital marketing service of an expert also boosts the website’s mobile-friendliness.
Remove Low-Quality Content:
It is crucial to analyse how the different content pieces perform during a site audit. Google Analytics helps brands see how their content ranks on the SERPs. After seeing the performance of various content, SEO professionals should segregate the best-performing from underperforming ones.
There are a lot of factors responsible for poor-performing content. Brands should determine whether to modify or remove the content. Sometimes, removing the content might be the best option, especially when too much content is on the site. If the content serves little purpose and attracts very little traffic, it is good to remove the content altogether.
It will improve the rankings, as Google prioritises quality over the frequency of the content. Hence, content marketers should focus on creating quality content and not try to post something for rankings. Companies can also invest in an SEO company in Adelaide and other prominent cities home to experienced content marketers to balance SEO and content marketing.
Fixing Broken Links:
Broken links scream a lack of professionalism and dedication on the part of the site owner. It affects user experience, leaving them frustrated and annoyed. It is not a good feeling when the information they need is not there.
So, brands should check whether their links are up to date. The links should take the audience to the right website. If the website is missing, brands can redirect users to a different site with relevant information. Both backlinks and internal links should have fresh links. Google sees link building as a ranking factor, so companies should ensure that their links are fresh and relevant to the content.
Site Security:
We see many cybersecurity firms everywhere, and they promise advanced site protection services. It conveys that digital information is more complex to protect than tangible things. On top of that, people now aim to preserve their personal data and only share it with authenticated brands.
Many companies ask users for personal information to deliver a better user experience. If people should trust the companies, they should provide superior site security and protection. Hence, when doing an SEO audit, it is necessary to check whether the site has a valid SSL certificate.
It is also crucial to identify any malware or malicious file that threatens user security. Brands should invest in advanced encryption systems for the safety of users.
Check Whether the Site Ranks for the Brand Name:
When a user searches for the brand name, the site should show up first. If it does not, brands should focus more on ranking for the branded keyword with various strategies. They can build some quality branded links and get recommendations from expert bloggers. Updating the GMB listing with relevant keywords also boosts the rankings for the branded keyword. Being active on social media also helps increase the rankings.
Optimise Meta Descriptions and Titles:
Meta descriptions show up just below the website title. They summarise the site and give an overall idea of what to expect. So, it is necessary to write concise and accurate information about the brand.
Optimising meta descriptions with relevant keywords is also essential. It increases the site’s chances of showing up on the top five list. So, brands should analyse the meta descriptions for effectiveness and optimise them.
Social Activity:
Social media helps to get a large amount of traffic. The social media user base is huge, and there are more opportunities to get them engaged with the brand. If brands interact with their audience on social media, it increases the brand’s credibility and boosts public perception.
Hence, brands should check whether the website is connected with their social media accounts. Moreover, it is important to ensure that all information about the brand on social media is accurate and updated.
Look for Content Gaps to Utilise:
An SEO audit exposes all the deficiencies in the site. Perhaps the page speeds need fixes, or the navigation is not good. But the audit also helps to find keyword opportunities. It helps in identifying the high potential keywords left out by competitors.
Also, it helps in planning content that addresses topics neglected and ignored by top brands in the industry. So, brands should look for gaps and use them to improve their rankings.
Conclusion
The ten-step SEO audit is just the basics. Marketers should also monitor other elements to deliver a better user experience. The goal always is to give a flawless user experience that makes customers revisit the website.
ALEX BRUMMER: Forecasts that blight trust from Bank of England