A website audit helps you get the best out of your website and pinpoints any areas that are underperforming.
When business owners create a website, many fail to understand that with all of a websites moving parts, it can quickly fall into disrepair and lose its privacy, usability and functionality. This can play havoc with not only the site aesthetics, but also your ranking. A periodic website audit can help prevent that.
Website audits ensure positive experiences for visitors
Missing pages and broken features are a quick turnoff for website visitors, which can then drive them to search and find your competitors.
Having an audit performed on a website is one of the most important steps to develop a strong website that enhances your brand awareness and aid your marketing strategy. This is essentially taking the time to fine-tune your website and addressing any issues that will improve its performance.
On average, Google will make about 500 changes to its SEO algorithm each year, so how can you keep up. What we know to work now will likely be different than what will work next year, or even next month. Good SEO focuses on providing the ideal user experience first and pleasing the search engine second.
If users are not having good experiences with your website, your repeat visitors and bounce rate will decline, and this is the data that Google can use against you.
A decent website audit will assess your SEO and how it connects with the overall user experience that makes Google happy but that doesn’t compromise the value to users. Content audit tools will help to catalog different tags, optimise images, and word counts as well as other elements associated with each content asset on the site, and then compares them to the current ranking of the page. This will help to determine what changes should be made in order to improve the natural search performance of the website or blog.
Improving organic visability
Understanding what you want to rank for is the first step to increasing your search engine rankings, thus increasing search visibility. Great organic search rankings will start with a solid strategy that uses keywords.
- You need to understand your market and your competition, then you can develop an on-page SEO plan that will integrate the target keywords in specific areas of the content and code of the website. Search engines including Google will then determine the ranking of your website based on the content and on-page optimisation of the site.
- If you do not tell the search engines what you are providing information on, how do you expect them to know what terms to serve you? Included in a website content audit, there should be research done on keyword discovery. This should then be integrated into the on-page SEO and the website marketing off of the website.
- The keywords are not limited to the title of the pages or titles of each blog entry. The keywords are to be used on each page.
- There should be a sufficient number of targeted long tail keywords, but do not overdo or stuff keywords. This means that the keyword should not appear more than 5 times on any given page, depending on the length of the content. The keywords should also be in alt tags.
Maximise your conversion rates
This is likely the number one reason to perform an audit on a website. The audit needs to examine the top landing pages along with their design, content, and calls-to-action ensuring that they maximise the conversion rate. This is not a simple process.
- It may take months to figure out what works for your particular website. Using strategic planning, analysis, and testing an audit can successfully lead you to increased ROIs (return on investment). ROIs are directly linked to your content performance.
- All ads and landing pages should be linked and need to look seamless. They must have accurate information and must make it simple for the user to complete the action that is desired. Content auditing tools will help you to optimise your headlines, content, and navigation—these are all things that should be concise, compelling, and user friendly.
- Keywords also have a lot to do with conversion. Larger businesses can afford to have low converting terms, but small businesses should have geo-specific and long tail keywords in order to increase their efficiency.
- You do not want to be spending a lot of your money on things that will maximise conversions—make the most out of what already exists, and edit as necessary. Making sure to include terms that are specific to your geographic location will ensure that the traffic is local and that the ones that can benefit from your product or services are the ones that are visiting the website.
A design that is overly complicated, web pages that are busy and poorly executed and information overload is all bad for websites. If the site does not tell its visitors that they are in the right place, the visitors will leave, affecting your bounce rate. A content audit may help to nail down the areas of the site that need to be simplified so that you may determine what type of structure, content, and function will work best for your target audience.
The purpose of your website should be clearly visible, especially on the landing page. This will make it much easier for users to know that they are in the right place for what they are looking for.
Problems in Content
As My Media Consultancy perform a content audit, we review the innards and assets of a site. We will start addressing aspects that may cause problems with the site, improving issues with performance, fixing broken links and improving the overall accessibility to the site. Addressing any issues of this type will increase the website’s search value, as well as make it more appealing to new, and returning visitors. Content issues can range from titles not being tagged or made relevant to the body of text to keeping information new, relevant, and exciting – this all helps with your ranking as well as your sites health.
Having strong content on the website is not helpful if the content itself is not accessible to the reader.
A website will determine if it is hard for the audience to find the content on a website, there should be a limited number of options for them if they need to search the website for something specific. A audit will also analyse search terms that are too broad, as these will not bring the audience that is intended. The terms should be precise but not too specific as to cut out a large portion of internet users
Periodically performing a content audit on your website will not only ensure that the content is up-to-date and staying relevant, but it will also ensure that the site is well maintained, healthy and has the best conversion rates possible. It can be thought of as simply performing spring cleaning on the site.
If your website is underperforming or if you want to conduct a health check on your website, contact My Media Consultancy today for more information or to book in your audit.