Many businesses understand the importance of audits. Whether it’s a financial or IT audit, reviewing and tweaking your systems is a valuable way to ensure you are always at the forefront of best practice and eliminating any factors that may be hindering your business performance.
Your website is the online face of your business. Depending on your business type, your website can be more important than your bricks and mortar business.
So, what’s involved in a website audit? It’s not just about whether your content still reflects your business’ key messages, products and services. It’s also about whether your site is still keeping up with Google’s algorithms or if there are any gaps in your online search ranking strategy.
A professional and trusted SEO company will conduct an audit that adheres to a up-to-date checklist that will help you improve your search visibility and get you noticed.
Here are some top ways an SEO agency will conduct an audit that will check your website’s ability to remain current to search engines.
When doing a keyword audit, it’s important to first look at what keywords are being used. For example, are they still relevant? Were they the right keywords to be using in the first place? There are online tools that can be used to determine your keywords search volume and to see if these keywords are leading people to your website.
From here, the audit should then look at how you are using your keywords. A review should look at whether they are used in your H1’s and are being used throughout your content. This will also take into account any keyword spamming that may be occurring. If so, then overused keywords should then be replaced by similar phrases. For example, if your keyword is “wedding cakes” then other phrases such as “catering for weddings” should also be used.
Also, making sure that keywords are being used in meta descriptions and alt tags on every page is critical to your website’s optimisation ability.
When a website is first built, it can be easy for it to be light on content. For example, you may have had a page about a new service, but at the time of development, it didn’t have much informative value. As you business evolves and you learn more about your market and customers, you will build up knowledge and data.
Doing an audit of your content should look at not only what is there, but also how much content there is. The more content you website has, the more search engines will see it as an authority on your type of service or product.
However, make sure that the content is in fact informative and of value. When you have text that doesn’t add to the user experience this will impact your website’s bounce rate, which search engines don’t look fondly on.
As part of an audit on your content, your internal link structure should also be checked. Ensuring that key phrases throughout your content link back to other relevant pages on your website is a great way to boost your SEO.
Part of this check should ensure you have around 2 links per 750 word page and that these words are relevant and not just “contact us” or “learn more”.
There is a lot that goes into a website audit and these are just some of the important elements to a SEO expert’s checklist. When so much time and effort can be put into website development, it’s important to take the time to review it and ensure it is still relevant, value driven and engaging.
Next time you are thinking of getting your website reviewed, make sure that search rank value is taken into account, such as keyword structure, content volume and internal links.