Top consumer goods manufacturers don’t sit and wait for problems to arise and threaten to derail their production lines. Instead, they conduct regular inspections to maintain and improve every component to keep the process operating at its peak. Just like product manufacturing processes require regular maintenance, your website also needs a search engine optimization strategy that continuously evolves, if it’s to keep producing optimum results.
So what is website audit in SEO? It’s simply the process of evaluating and improving every factor that impacts your website’s ability to keep ranking on top of search engine result pages (SERPs).
Besides looking at the factors that affect your website’s visibility and ability to rank on search engines, a website audit also evaluates its overall performance. Having such knowledge helps you understand the issues holding your site back and concentrate your efforts where they’ll make the most impact. Depending on the size of your website and the industry in which you operate, a full website audit may not be necessary. Companies like High Voltage SEO provide the following types of website audits.
Have you tried to add great pictures, blogs, and other content to drive traffic to your website — but it still won’t rank high on Google? A technical audit is a good place to start looking for answers. Adding quality content and acquiring backlinks from top-rated websites that are related to your niche will definitely help boost your site’s rankings. Technical problems could, however, be the proverbial spanner in the works. Technical audits ensure that search engines can crawl through and index all the great work you’ve been doing. It’s all about making your website visible to the tech that puts it out to the world.
Some of the common issues that a technical SEO audit should pick up include low page loading speed, duplicate content, and missing H1/H2 tags. Your website should also have a valid SSL certificate and be mobile-friendly to improve technical SEO. Other factors include an inconsistent XML sitemap, broken internal links and redirect chains, keyword cannibalization, missing or duplicate metadata, a poor backlink profile, and robots.txt file blocking Googlebot.
A content audit evaluates the type of content that’s driving conversions for your competitors in comparison to what you have on your website. This audit also reviews the consistency of your tone of voice as a brand. When you navigate your website countless times, you know it like the back of your hand and have no problems getting around. You may need to look at it from the perspective of a new user to appreciate any problems your customers may come across. Content audits may, therefore, also cover your website’s user interface, conversion, social media, code, and other content-related factors.
When most people think of SEO, what comes to their minds is an SEO audit. This type of audit evaluates factors like your keyword structure, metadata, and traffic behavior to optimize your website for search. Google, which controls close to 90% of search engine traffic, continuously makes changes to provide the most useful and relevant results for its users. As such, no one factor can keep your website ranking well in the long term. It’s therefore vital to keep up and adjust whenever they update their ranking criteria. In that pursuit, a website audit will illuminate your path and make it easier to make your brand visible online.