5 Reasons To Conduct An SEO Audit
A website SEO audit ensures that your site stays compliant to the ever changing Google search algorithms and rank well in search engine results. It helps you to identify the areas of weakness that you need to improve on and sets the pace for future online marketing objectives.
The term SEO or SEO Expert might be daunting for some site owners whose focus is on content, marketing, sales and operation. Learning SEO might be on your to-do list or your mentality might just be a simple “if we build it, they will come”. In a world where data is being collected and Google’s algorithm providing real-time crawls and index, your chance of showing up can be determined by how well you know your site and its issues.
Being able to write engaging content is one thing, knowing how to reach your audience and removing any obstacles is another. WooRank’s new Site Crawler helps identify what issues you might have missed when building your sites SEO.
Learning all the SEO techniques can be helpful. But if you need to know your low hanging fruits or understand what can cause traffic to decrease or pull your hair trying to figure out why your business is not growing. An SEO audit will certainly help you see a clearer picture of what is actually going on. So, here are the 5 reasons why you need conduct an SEO audit for your site.
1. It Helps You See A Clear Picture of Your Website’s Traffic
Factors like fresh content, which may have helped your site rank higher, may change over time. A website SEO audit will help you see whether there have been changes in your website traffic. If it has reduced, what has caused it? If it has increased, what have you done right? By checking your analytics, you might see where traffic came from, along with bounce rates, unique visitors, etc. But if you perform an SEO Review, you could have missed a few details concerning other factors, such as title tag, broken links and crawl errors, just to name a few.
A website audit will also help you identify where most of your traffic comes from. Having a marketing checklist can help you check off any tasks you’ve completed to make sure you’re on the right track. To simply put it, remove any obstacles such as technical issues that might hinder your visitors to search for your site and stay engaged with your content and or product.
If only a small portion of your traffic comes from search engines, there’s an issue. If your focus is PPC advertising through Google AdWords, Facebook or other advertising networks, read on.
A healthy website should have more than half of its traffic coming from search engines, according to the BrightEdge Report:
- 51% of all website traffic comes from organic search
- Rich media flattens the click distribution curve on SERPs
- Over 40% of revenue is captured by organic traffic
Just think of how much of your SEO issues would hinder your site’s traffic?
Closely related to traffic are conversion rates. If you have a lot of visitors on your site, but with very few conversions, there must be something that you are doing wrong. You are probably attracting people who would not fit the definition of your targeted audience or customers persona.
Your website audit will help you determine whether things on your site like page headers and meta descriptions are actually bringing the right people your way. This way, you will be able to attract a lot more potential customers, rather than casual visitors. With the help of Google Analytics, you can determine what content or landing page is driving more traffic to your site. WooRank Site Crawler can help you identify to technical aspect of how to correctly
2.It Helps You Check Where Your Site Stands Amidst Algorithm Changes
Every serious business owner keeps abreast of the changes taking place in their industry or niche. As a website owner, it is good to stay up to date on the algorithm changes made by Google, since they will definitely affect your website, sometimes in very adverse ways.
A good example would be the Penguin update, which began 5 years ago. According to Searchmetrics, there are websites who got penalized for spam links. Some have taken so long to recover, until the latest update in 2016. That means that it is possible for your site to rank poorly in search results for years, thanks to a Google algorithm.
A website audit can help you analyze whether your site will be affected by a recent algorithm update, and take the necessary measures. For instance, the latest Penguin update 4.0 now analyzes each URL separately, rather than the entire domain. This means that if you only have a few problematic pages on your site, you can still rank well. After you rectify the problems on the individual pages, your rank on search engines can improve significantly.
3. It Helps You Check Your Links
While links are one of the best SEO tools, having backlinks from spam sites could mean trouble for your site. It could attract a penalty from Google, and worse still, lower your site’s authority and credibility. When your site’s credibility is low, it will rank lower on search results. Fewer people will see it, reducing your traffic, lead generation, and conversion rates.
A website audit will help you identify the sources of your backlinks. If they are spam, or unrelated to your site’s niche, you could request the website owners to remove them.
On the other hand, if you have high-quality backlinks, you should reach out to these authority sites and even forge relationships with them. This way, you are able to get even more quality backlinks in future.
A website audit will help you identify broken links, where you had, for instance, cited a web page or article that has since been deleted. The search engines “interpret” broken links as indicators of an abandoned site. If your site has broken links, you need to replace or remove them.
4. It Helps You See How You Rank Against Your Competition
A website audit will help you see where you stand when compared to your competition. What are they doing right? What are you not doing? According to Blue Corona Inc, consumers will visit at least 3 websites before making their purchase. This means that if your competition ranks higher than you, customers are more likely to buy from them, and not you.
A website audit includes various aspects of competitor analysis, ranging from their site speed, site mobile-friendliness, security, content, rank in search results and social media presence as well as engagement.
5. It Will Help You Determine If Your Content Contributes To Your Success
It is very easy for content to get outdated, becoming irrelevant to your readers. Such type of content will result in high bounce rates. Evergreen content is essential for your site’s health. A website audit will help you get rid of content that is no longer relevant, and that could hurt your site’s authority and trust.
A website audit will also help you identify duplicate content, for instance, blog posts that you may have published twice, and may make search engines give a lower score for your site’s credibility. Whether you have similar, duplicate or old content, your title tags, permalinks should also be identified separately and not be detected as duplicates.
During an audit of your site, you may come across content that needs revision or more distribution. This way, you use what you already have to create gold that could boost your site’s traffic, conversions or engagement rates. While Google does not analyze your content as good or bad content (just yet), fundamentals like having more than 300 words for an engaging content, creating long articles to increase engagement rates and bounce rates.
These criteria are there so that Google can gather more words (data) from your article to determine what your article is about, thus, better ranking. You also get to identify gaps in your content, for instance not optimizing using long tail keywords and localized keywords. If your PPC costs are too high, you need to perform a site audit and see if your campaign targeted keywords are related to your site, content or landing pages.
What Can An SEO audit Do For You?
The above 5 reasons to conduct an SEO audit should give you an idea of what to look for when doing a site audit. Make it a priority to carry out an SEO audit from time to time, in order to make your site work efficiently. It’ll help prevent problems such as loss of visitors because of an action you could have taken.