What is a website audit?
One of the most important steps in a successful search engine optimization campaign is the initial website audit. This audit is crucial for reaching an ideal site speed, removing broken links, showing issues within your titles, descriptions, and pointing out just about every way that your site can be optimized. Technical SEO is imperative to obtaining a site that is search engine friendly, fast, and optimized.
After an initial SEO audit, regular website audits should be conducted to keep your website performance at its peak and ensure that your search rankings are not affected by site issues. It may seem simple, but improving your search visibility through SEO efforts takes much more than you may think. If you need further explanation of what SEO is, visit our Importance of SEO page, otherwise, follow along and discover what actually goes into a website audit.
Technical SEO Audits & Search Engine Optimization
There are numerous audits that can be performed for a digital marketing strategy, including a content audit, local listing audit, site security audit, and competitor website audit, but the most important is arguably the technical SEO audit. Using an SEO audit checklist, most professionals target the following elements in a technical site audit:
The page titles of each URL offer important information regarding the contents of the page, or at least, they should. Page titles should be optimized for target keywords and fitted to a precise length for the best results. This can directly affect your site’s performance, so it’s important to optimize every page, not just your landing pages.
The meta description of a web page also offers a snippet of the page’s information, so it’s crucial that you add relevant, enticing information to all of your meta descriptions for a high-converting website.
A website audit will also reveal the structure of a website, your internal links, broken links, and the quality of your on-page SEO. Your site structure will include the use of title tags and other elements to improve your site architecture.
A simple SEO issue with your site can quickly impair search rankings, which is why audit tools are used to remove any errors and ensure that your website is ready to yield search results. This is a fairly vast category of website audits, but SEO issues are a priority if you want to increase your search ranking.
The quality of your site content will be important to establish your authority and relevance in the eyes of search engines. Avoid duplicate content, low-content pages, and create a content strategy that eliminates the overlapping of target keywords.
After The Site Audit
Google and other search engines want to see fast site speed, user-friendly landing pages, and content that shows relevance in your field. After a site audit is performed, web pages should be optimized according to the keywords that you are trying to target. Search engine results pages directly reflect the quality of on-page SEO and the authority of a site, so if your pages are not optimized, you are missing half of the battle. Site audits give you a great starting point, but your website performance will benefit further from optimized landing pages.
Is Anything Different For Local SEO?
When it comes to a local SEO strategy, not much changes in regards to your SEO site audit. Your site audit will still need to encompass all of the factors listed above to become search engine-ready. SEO efforts will ensure that your site interacts well with mobile devices, appeals to search engines, and has an improved user experience. A comprehensive audit will even include a conversion rate optimization, where your SEO expert will discuss everything from your call to actions to your website design and XML sitemap to get the most out of every visit.