SEO (Search Engine Optimisation) is the key long-term factor to ensuring consistent online success. A quick way to see how your website fairs in organic search is to undertake a thorough SEO audit. This will highlight the gaps you need to address to start gaining better rankings in organic search.
So, what does an SEO audit consist of?
- Keyword and SERP (Search Engine Results Page) analysis
- Competitor research and analysis
- Technical and sitewide analysis
- Page and content-level analysis
- User Experience (UX) analysis
- Link analysis
Keyword and SERP analysis
This is the first step you should take in your SEO audit. Pull a list of your current keywords (words/phrases you want to be top of Google for) and see where you currently rank in Google.
Competitor research and analysis
Once you have this information, compare your ranking against your competitors. How do they do? If they do better, why? Can you identify any keywords you are missing that could be beneficial to you? At this stage you are basically looking at your competitors’ strategy, learning from it and you will use this information when building your own successful SEO strategy.
Technical and sitewide analysis
Find what’s broken on your site and fix it. You want to make sure your site is indexed correctly and any pages you want to be found can be found.
Page and content-level analysis
You must evaluate your page structure, content, titles and images. Do you have good enough content that will interest your target market? The goal of long term SEO success isnot just to increase traffic to your site but to ensure you are increasing visits from your target market.
User Experience (UX) analysis
When your target market land on your site, do they find the content they are looking for immediately? Is your site easy to navigate, does it have a fast loading time, is it attractive- these are some of the key factors you must consider.
Identify your backlinks, anchor text, top pages and key metrics such as Page and Domain Authority. Who is linking to your site, who do you link to, do you offer good in site linking throughout your site?
By undertaking an SEO audit, you not only identify gaps in your organic strategy but you gain a better understanding of your competitors’ online strategy and your target market’s online behaviour.
Next week I will go into detail the core benefits of an SEO audit and how it dramatically helps the bottom line.