One of the first things our SEO experts do to help our clients is run a website audit. Many of our clients have never audited their own website or had an audit performed on their website by someone else. However, once they understand the benefits, they are on board. So, what is a website audit?
What is a Website Audit and Why Do You Need One?
When your website is audited for SEO, a full analysis of everything that pertains to search visibility is performed. These audits help find problems with the website that would prevent better rankings in search engines like Google. At Rank Fuse, our audits find technical issues, content problems, and anything else that may be damaging your website.
Once completed, an audit will tell you exactly why your website isn’t getting the amount of traffic that you want and why your sales and conversions aren’t as high as they should be.
There are a few automated SEO audit tools that allow for a more DIY approach, but they only go surface level. You will still get some good information, but for a full website analysis, you will want to have a professional SEO team do more research into the problems with your site.
A website audit may be performed for a number of different reasons, but here are a few reasons that many of our clients need website audits:
- Old, outdated content
- Search engine optimization (SEO)
- Website performance optimization
- Conversion rate optimization
- Broken links
- Poor bounce rate
Things to Look for During a Website Audit
When it comes time to start auditing your website, you need to know what to look for to improve your website. First, you want to make sure that you aren’t missing things. Are there pages that have no or very little content? Does your website have broken links? Does the content you have contain the keywords you want to rank for? Are you missing videos and images on any pages? Do you have metadata?
All of these things are very important to consider when you are auditing your website. You will want to make sure that you have a list of the thing that you want to look for in the audit created before you get started so that you know what the most important things are for your website.
Making Improvements Post-Audit
If Rank Fuse is performing your website audit, we can also help you make necessary changes to improve your website after the audit is complete. Many of these changes will start on the backend of your website. For example, fixing or removing broken links is an easy way to improve user experience (UX) on your website. One of our SEO experts can determine if you have any broken links and take steps to fix them.
You’ve probably heard a lot of different content strategy theories. Our content experts know how to make the appropriate improvements to your content—whether it be revamping page copy or building a blog to make your website more visible in Google search results. If you want to improve your content yourself, you can start by making sure that you have no content duplication internally or externally. Duplicate content is flagged by Google and can prevent you from ranking well in the search engine. You may also want to consider making sure that your website is using keywords appropriately and throughout the website. One easy way to incorporate important keywords is to start a blog where you can talk about those topics for your customers.
Meta information is an important aspect of SEO. This information needs to contain keywords that let Google know what to expect on the page. First, make sure that your webpages have meta information, including title tags and meta descriptions. If you already have meta information, double-check to make sure that it contains the appropriate keyword.
A big obstacle to overcome is the ever-changing expectations and best practices associated with SEO. You may do a lot of work to improve your website only for Google to make changes or your competition to make changes that land them right back ahead of you. It is important to stay diligent on keeping your website up to date with SEO best practices. For this reason, many companies choose to let SEO specialists keep them on the right track.
To stay on track, routine audits should be performed to ensure that everything on the website still looks good.