Search Engine Optimization is an excellent digital marketing tool. It makes your website more visible leading to traffic and conversion opportunities. One of the key elements in SEO is authority. It is becoming more relevant because it demonstrates that your website is high-quality, trustworthy, relevant, and has value. The more authority it has, the higher your ranking will be.
All digital marketing agencies that offer SEO services should provide an in-depth review of a client’s website before making any changes. By doing so, a more efficient plan of action and strategy will be developed for SEO efforts. When you conduct an extensive audit, you’ll know how to correctly approach the website’s needs to achieve more authority and higher ranking.
Why You Need A Website Audit
In digital marketing, an SEO audit is necessary to identify long-term success for your website. The audit is useful in finding strengths, weaknesses, and opportunities and by addressing those, improving its ranking on SERPs (Search Engine Results Pages). This analysis evaluates the performance of your pages, backlinks, engagement, keyword density, content issues, and a lot more.
6 Key Points When Performing an SEO Assessment
Auditing a website for SEO takes time and resources. The audit can be categorized into technical SEO, on-page SEO, and off-page SEO. Each part is crucial to obtain the best results. Some SEO analysis tools that can help when performing the assessment include the Moz Crawl Test, Screaming Frog, Seoptimizer, Google Search Console, and many more.
Here are 6 key points to look at when performing a website audit for SEO.
1. Site Review
The site review serves to identify the website’s purpose, target audience, and quality and effectiveness of imagery, content, and any other visible elements. You can suggest changes (CTAs, wording, text size & length, information, etc.) to enhance user experience and engagement.
2. Backlink Analysis
Backlinks or Inbound links are essential for SEO because they represent a vote of confidence, or domain authority, from one site to another. Earning backlinks will have a positive impact on search visibility and ranking position.
Some backlinks are more valuable than others, which is why backlink analysis in a website audit can help. You want to make sure that you have links that build your authority and not have a high spam score (percentage of sites linking to your website that could provoke penalization or banning by Google).
3. Search Appearance
Addressing search appearance is important because search engines use meta tags to determine the order to rank pages. Meta titles and meta descriptions should not be short and generic if you want to increase traffic levels to landing pages and impact CTR. Wording these correctly and adding CTAs to the descriptions can help get the click.
4. Competitor Analysis
A competitor analysis for SEO helps you analyze what is working for your competition in terms of keywords, content, links, and more so you can improve your own SEO efforts with that information. So instead of guessing what links to build or what keywords to target, you can see what is working for your competitors and use it as a starting point.
5. Content Opportunities
Audits should help you find content gaps and opportunities. You might want to incorporate specific keywords, update any current content, address your target audience with a different intent, and more. Outdated and duplicate content can lower your site’s ranking, so it’s important to be looking out for those details.
Technical SEO addresses any technical issue your website may have that hinders search engines’ efforts to index and crawl your site effectively. Some of the elements you should look into are page speed, server requests, mobile website, site structure, image optimization, internal link optimization, etc. This topic requires constant updates and diligence.
Need Help With An SEO Audit?
There are many potential long-term results clients can obtain from an in-depth website audit for SEO. It is a crucial process that must be done and carefully explained to clients before thinking about strategies and taking action.