Just as you get your annual physical to stay healthy or take your car in for the 3,000-mile oil change to keep it running, taking your business website in for its annual SEO audit should be part of your business success plan.
Google makes hundreds of changes to its search algorithm each year, including Panda, Penguin, Pigeon, Mobilegeddon, the Core algorithm, RankBrain, and the Mobile-first index. Is your website keeping ahead of these changes? Without conducting an SEO audit, the answer is you likely don’t even know. SEO is constantly evolving and your business website and SEO strategy need to change with it.
What Does An SEO Audit Look At?
An SEO audit will look under the hood of your website and potentially uncover issues that are hampering your organic performance. A complete audit should analyze these critical areas:
- Website Structure – Are the information architecture, site engagement, internal links, URL structure, and site hierarchy optimized for search?
- Metadata – Are tags in compliance with SEO best practices and are they optimized for keywords?
- Content – Is your content relevant, outdated or duplicated?
- User Experience – Is your site built to attract click-through from search results and encourage user engagement?
- Crawlability – Are you finding an increasing number of server and 404 errors?
- Page Speed – For some time, Google has considered page speed to be a ranking factor, especially on mobile. How does your site’s performance measure up?
- Mobile Performance – With mobile search now predominating, is your site set up for mobile search success?
- Off-Page Factors – Are the links and social sites that are pointing to your site helpful or are there any that could be potentially harmful?
Why Is An SEO Audit Important?
SEO is not magic, but is really an expert science. There are more than 200 ranking factors that Google and Bing take into account when they crawl and rank websites in the search results. Many of these factors require that the search robots crawl through your website and analyze the various signals that they encounter. The bots will crawl the site navigation and internal links to locate content. The Google and Bing algorithms analyze the content they encounter and determine if this content is the right answer to a user’s query for information. The search engines also look at other factors such as the speed of the page and whether the site is secure. This mix of factors is what ultimately determines how the search engines rank a site for any particular query.
Why Should I Hire An SEO Professional?
Just like you wouldn’t conduct your own annual physical, properly auditing a website, especially a large one, is a highly technical endeavor that requires an SEO professional. There are quite a few specialized tools that are required to conduct a professional audit, and many of them come with a costly subscription price. Some of these include site crawl emulators, backlink analyzers, and keyword analysis tools. It is also important to have an SEO professional who understands analytics and the Google search console. Most importantly, an SEO professional will be able to analyze all the data collected from these tools and provide actionable insights that will lead to improved site performance and rankings, higher traffic, better engagement, and ultimately more leads and revenue.
If your site isn’t performing as well as it could be in organic search, it might be time to schedule your SEO checkup. Contact us today.