Did you spend hours curating your website, and you're still not getting the response you expected? Not sure why your traffic ratio is not improving? Wondering how your competitor with a less interesting UX is getting more traffic?
If so, you might have to run a website audit to figure out the pain points.
While running an audit, the first thing to do is to collect relevant data. Data should be related to your current website, your new target areas, changes you want to make, and even your competitor's website and performance.
What do we actually mean by 'website audit'?
Do you remember that time of year when finance executives are extremely busy running audits to see if everything was perfectly drafted in the account books for the financial year? Those audits are to identify any pitfalls in bookkeeping. Similarly, a website audit is to identify the major problem areas of your website. This is where data analytics comes in.
A website audit is a layered process, and only with proper insights and analytics can it be successful. Going from SEO audit to conversation rate audit, it takes into account everything that can lead to better performance. The data analytics and insights generally depict where your website actually stands, helping you to identify the main problem areas and solve the issues.
Do we really need website audits?
We're in an era where most companies leverage the power of the internet to expand their business. The world is connected through the internet, and companies rely on digital transformation. Therefore, you have to make sure that the face of your company to the online world – your website – is accessible to a large set of your target audience.
Auditing your website is similar to reading the answer sheet after you've scored low on an exam. Analysis of the data at your disposal will help you identify your mistakes and areas for improvement.
To solve an issue, you first need to know it and find the root cause. This is where the website audit comes into play – revealing the core problem area. After you know the areas to target or improvements you might want to make, you can devise strategies to improve the performance of your website.
Search engine optimization
SEO is one of the key ingredients in a website's success. After all, 93 percent of online experiences are initiated with a search engine. This is enough to showcase the importance of strong SEO for a website.
An SEO audit will help you design impactful SEO plans rather than tirelessly trying to move up the search engine results pages with weak practices. Try to get the insights from the various big data analytics reports related to SEO to find out what's best to do. As 60 percent of clicks go to one of the first three listings in search results, you have to ensure that your SEO can move your website up the ladder.
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How to do an SEO audit
1. Run through the content.
Your site can be fully optimized only if your content is up to the mark. The content has to be fit for the target audience. It should contain the right elements to interest the visitors, and SEO keywords should be integrated naturally. A thorough content review will help you see whether you need a content overhaul or not.
2. Ensure the basics are in place.
See if the basic on-page SEO practices are performed correctly, reviewing all the meta tags, meta descriptions, URLs and other SEO elements. Also look at your old data to see what needs to be changed.
3. Crawl your site.
To gain a bird's-eye view of your site, do a website crawl. This will help you find even the hidden flaws. Identify major problems with your pages, such as being mistakenly set to "noindex."
Just as every business needs to generate revenue, every website needs traffic. Only thorough analysis of your performance data can help you perform better. If your website isn't getting the expected traffic, something is definitely missing. Audits help reveal what's missing so you can take the right approach to improve your website's performance.