What is a website audit?
A website audit is a comprehensive analysis of your website’s search ranking and visibility. An audit provides insights on what is working on your website, what could be improved, and how to improve it. The ultimate goal of a website audit is to increase your website’s search ranking and generate more conversions and leads for your business.
Why do you need a website audit?
Google continues to improve their search algorithms and the changes can be hard to keep up with. Google aims to continuously improve the quality of the user experience. What worked a year or two ago, no longer works today. Even worse, what worked a year ago may generate penalties today and hurt your website’s ranking.
Years ago, you could get a few back links and add keywords to your title and header tags to rank. Today, your pages need to load quickly, be responsive, include quality content, and have high authority scores.
What will you and your business gain from a website audit?
A comprehensive report that provides:
- An evaluation of what is and what is not working on your website.
- An analysis of how your website compares to your competitors and industry benchmarks.
- An understanding of why your website is not generating the results you expected.
- Insights to why you your lead generation and sales are falling short of your goals.
- Recommendations to improve your online presence and search engine ranking.
- Actionable steps to generate more sales and to position your business for long-term growth.
When considering a website audit, ask yourself the following questions:
- How is your website keyword optimized? What keywords are you targeting?
- Are there broken links on your website? Or outdated content?
- Is your website registered with Google Analytics, Google Webmaster Tools, and Bing Webmaster Tools?
- How quickly do your web pages load? Is there a difference in load times on mobile vs. desktop?
- Is your website responsive?
- How many external links connect to your website? Are your backlinks of high or low quality?
- Is your URL structure helping or hurting your search visibility?
- Do you have a presence on social media? Do you have social sharing links on your website?
What makes for a quality audit?
There are a variety of free SEO tools available including: WooRank, SEO Optimer, Website Grader, and Raven Auditor. These tools quickly generate a generic audit, but the analysis is limited and not comprehensive.
A professional audit takes time and provides detailed analysis of your site’s visibility and how to improve it. A quality audit begins with these tools and dives deeper into the technical, on-site, off-site, and social details. Most importantly, your audit will be specific to your website and business goals.
A comprehensive audit explores:
- On-site Factors: Keywords, internal linking structure, broken links, meta descriptions, title tags, content quality and uniqueness, image names and alt tags, and user friendliness.
- Off-site Factors: Backlinks, anchor text, trust scores, authority scores, site map, Google and Bing Webmaster registration, and Google Analytics registration.
- Technical Factors: Site architecture, the code, page speeds, server metrics, caching, down time.
- Social Factors: Profiles, engagement, mentions, shares/retweets, and social sharing buttons.
After an audit, what should you do?
With insights to your website’s performance, you should implement the recommendations. After implementation, you should slowly start to see a positive impact on your website’s search ranking. Over the course of a few months, you will see the full impact- increased website traffic and conversions.
A website audit is the foundation of your website’s search ranking and visibility. If you do not know what is working versus what is not working, you do not know what steps to take forward. A website audit is great investment to position your business for long-term growth and success online.