How to Do a Website Audit to Boost Your SEO Strategy
What’s the key to getting more traffic to your website? You can use many different marketing tactics. The one tactic that seems to bring high-quality traffic to your site is from search engines. Optimizing your site to appear higher in search results is a wise move. Local search traffic has the ability to bring people to your store, generate more calls, and website visits. In other words, your business can benefit from being at the top of search results. It’s not an easy road to get there, though.
Start by learning how to do a website audit. The information revealed in a website audit will uncover the missing pieces that are preventing you from ranking higher in search results.
Read on to learn how to do a website audit and get more traffic to your site.
How to Approach Your Website Audit
There is a lot that goes into SEO. You have multiple search engines, and each search engine has its own set of criteria to rank pages in search results.
To make things easier, you should focus on Google, but not ignore the other search engines such as Bing.
Google does use more than 200 ranking factors to determine search results. You don’t need to know each one is. There are some key ranking factors that can make a difference. That’s what your audit will focus on.
You’ll do your audit in two parts. The first part is called on-page SEO. These are ranking factors that have to do with the content, performance, and structure of your website.
The second part is called off-page SEO. These are ranking factors that are outside of your site.
On-Page SEO Audit
Are you ready to audit your website? Here are some of the steps that you can take, starting with on-page SEO.
The first step in a website audit is to make sure that your site is being crawled Google. Search engines have bots that scan the code of your website and then indexed.
Your code tells search engines what your site is about. If your site can’t be scanned, then it doesn’t exist.
The easiest way to see if your site is being crawled is to do a search on Google using the format “site: yourdomainname.com.”
Broken Link Check
Broken links on your site are a dead end for search engine bots and users. You may have moved pages around or deleted out of stock product pages.
Your pages should be redirected instead of giving a 404 error. There are a number of free broken link checking tools that you can use to scan your site of broken links.
Meta Tags and Descriptions
How does the code on your website tell bots what your site is about? Through meta tags and descriptions. This is HTML code that winds up appearing as headlines and descriptions in search results.
Each page of your site should have this information filled out with the relevant search terms that you want that particular page to rank for.
How’s the quality of your content? Of course, you want to have keywords appear in your text, but that’s not all that matters in your content.
Your content bridges the gap between optimizing your site for search engines and optimizing for users. Your site needs to be built for both.
You want to make sure that your content is educational and engaging. Your content should give people a reason to stay on your site and use relevant keywords naturally in your text.
Your site’s design and overall performance need to appease the demands of users and search engines, too. A slow website will cause you to lose visitors and have a lower conversion rate.
Google understands that users won’t wait for a site to load, so it made site speed a ranking factor.
You can test your site’s speed by using a tool like Google’s Page Speed Insights.
Images can impact your site’s performance. Images are usually the largest files on a website and take the longest to load.
You want to make sure that your site’s images are compressed and the alt-tags are filled out, which tells bot what the images are about.
Now that you’ve taken an objective look at your website, it’s time to audit off-page SEO factors. These are some of the factors that you should audit on your site.
Look at Your Competition
Search for your company and your main keywords in a few search engines. Look at the top 3-5 results. You can audit their sites as well to see what they’re doing well and discover why they’re beating you in search results.
You’re well aware that very few people use the yellow pages to find businesses. It’s not that they stopped looking for local businesses; they just turn to the internet. You want to make sure that your listings are filled out on Google My Business, Bing Places, and other relevant directories like the Better Business Bureau.
Your online reputation sends a signal to Google that you provide quality service and should be seen by its users.
You want to make sure that you’re getting plenty of positive reviews to send that signal to Google.
Backlinks are the core of Google’s algorithm. It sees backlinks like a positive vote for good content, and your site will get ranked accordingly.
You can check backlinks by looking in Google’s Search Console or using a backlink checker tool.
After You Learn How to Do a Website Audit for SEO
Once you figure out how to conduct a website audit and go through the steps listed here, you’re going to have a bunch of information on your hands.
What do you do with all of it?
You can take small steps to make improvements to your site. That can take a lot of time, energy, and expertise.
One of the great things about doing SEO is that when you put in enough time and effort, you’re bound to get great results. You do not want to be in a position where your business gets passed by the competition.
Request a free consultation to learn how we can help your site get traffic from search engines.
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