Even if you don’t rely heavily on your website for sales, it’s still advisable to audit your site from time to time. An SEO audit will tell you how your site is performing when it comes to search engines like Google, Bing and Yahoo. You need to know how your website is doing to ensure you’re capturing as much organic traffic as possible.
When You Should Perform an Audit
If you’ve noticed a dip in traffic, sales, page views or conversions or your bounce rate has drastically increased in recent weeks, the time to do an SEO audit is right now. If you haven’t noticed any of those things, you may be able to get away with performing an SEO audit just once per year, although monthly or bi-annual audits may serve you better depending on your industry and other factors.
The Components of an SEO Audit
Performing an SEO audit is an involved process that’s somewhat analogous to putting your website in a timeout while you examine its performance. While there are plenty of free and paid online tools you can use to perform a technical audit, performing an SEO audit is a bit different because you have to employ your own skills as you look for things that could be affecting your site’s performance in search engine results pages.
When it comes to an SEO audit, it can help to think of the whole process as the sum of several components. The first piece of an SEO audit is your on-site SEO. Just like an SEO audit consists of several components, your on-site SEO includes multiple things that need to be checked during your audit. These things include the following:
- Meta titles and descriptions
- URL structure
- Text formatting
- Internal links and backlinks
- Banner ads
- Page load speed
- Site structure
Google Search Console and Analytics
You need to have website control utilities in place and configured so that search engines know your site is ready to be crawled and indexed. Set up Google Search Console and Google Analytics and make sure you’ve submitted your sitemap to Google and Bing.
You need to analyze what your competitors are doing as part of our SEO audit. If something’s working for them, there’s no reason it won’t work for your website, too. While you never want to copy a competitor’s work, you can re-imagine what someone else is doing and use a similar approach on your site.
Social media can be a great source for links and traffic. For these reasons, you should examine your social media pages when you conduct an SEO audit and look for opportunities to use social media to improve your site’s performance in SERPs.
While “off-site SEO” can refer to many things, we’re using the term to refer to the number of sites that link back to your website. Search engines consider every external link to your site as a vote of confidence in your content. Trustworthy links can help your site rank better in SERPs whereas questionable links can hurt your rankings. During your SEO audit, it’s vital for you to examine all of the external links that lead people to your site as well as the credibility of those sources.
Count on DB Marcom for Your SEO Strategy in Frisco
If you need an SEO strategy in Frisco that includes regular SEO audits, you can count on DB Marcom. DB Marcom is a full-service digital marketing firm that conducts SEO audits all the time. To learn how we can improve your website’s performance in SERPs, contact us today.