Is your website living up to your expectations?
I suspect not, so let’s get down to the business of changing that.
What is an SEO Audit?
In simple terms and SEO audit’s first job is to uncover all the issues that prevent your site from:
- Ranking higher in the search results
- Converting your visitors into customers
Once an audit has revealed your sites weaknesses, the real work begins.
Try to look at your weakness and convert it into your strength. That’s success.
– Zig Ziglar
I’m sure you’ve aware that an SEO audit if far more complicated than I’ve made it appear so far. But I wanted you to see the big picture before covering things in more detail.
What an SEO Audit Reveals About Your Site
SEO audits discover what’s good and bad about your site. Generally the focus is on the bad stuff, the things that are impeding your site ability to rank well in Google.
Commonly encountered problems include:
- Technical issues that are hurting your rankings such as poor coding and slow loading pages.
- Site structure problems that make your site difficult to navigation
- Content issues related to page quality, keyword optimisation, visitor engagement and conversion optimisation
While the quality of an individual page has a big impact on its potential to rank well, Google also looks at the overall quality of your site.
Sitewide issues need to be addressed before moving down to the page level problems.
My SEO Audit Process in Plain English
The benefits of an SEO audit are not realised just by uncovering the problems on your site. The real benefits come from analysing the problems and figuring out the most cost effective way to get thing back on track.
However, it’s still helpful to quick look at the audit processes to understand why they’re important:
- Business goals
- Technical audit
- Content audit
- Competition audit
- SEO audit conclusions and recommendations
Understanding Your Business Goals
To kick things of we need work together so I can understand more about your business and what you want your site to accomplish.
Typically businesses want to rank higher, generate more sales leads or improve their conversion rates. It’s important to establish your sites main purpose.
Your input will also help me learn about your target audience and your main competitors.
Technical SEO is about laying a strong foundation for your website. In the same way a building needs a strong foundation to stop it crashing down; your website needs a strong foundation for it to rank well.
If you want further information of what a technical audit involves, here’s an indepth step by step guide to technical SEO.
Content is where the final outcome of the battle with your competitors is won or lost.
I know you probably didn’t want to hear that, no one does, but mediocre content just doesn’t hack it anymore.
Don’t worry. My philosophy is always to create the minimum amount of content with the maximum amount of results.
Undertaking a content audit involves analysing every page on your site and then working out whether that page helps or hinders your cause.
But what’s more important is that audits reveal missed opportunities.
Coming up with just one keyword idea that’s been overlooked can pay for the price of an audit ten times over.
Unearthing such diamonds is a huge part of why content audits provide so much value.
Pick battles big enough to matter, small enough to win.
– Jonathan Kozol
The reasons behind conducting a SEO audit of your competitors are to:
- Avoid the battles you’re likely to lose
- Find your competitors weak spots and make them your strengths
More specifically, avoid trying to rank for difficult search queries and find the search queries your competitors have overlooked.
SEO Audit Conclusions and Recommendations
The effectiveness of an SEO audit is dependent on several things.
- How well the audit is conducted
- what insights it provides
- The willingness of the client to implement the recommendations
SEO audits have become something of a commodity because there are tools available that semi-automate most of the processes.
The end result is an audit report that is nothing more than a glorified to-do list. I don’t think that helps any business understand the big picture of why their site is underperforming.
For an SEO audit to be of real value it has to provide tangible benefits such as:
- Laying out the foundations for future growth
- Improving the search rankings of your profitable pages
- Finding other profitable keywords that your competitors have overlooked
- Preventing you from over investing in content you don’t need to create
- Making sure any future content you create is a worthwhile investment
If you’d like me to do a deep analysis of your site, please use the form below to let me know.
Good luck with your rankings.