Conducting an annual audit is like having a yearly physical for your website. Search engine optimization (SEO) is a continual process of review and improvement, just like your health. If you aren’t quite hitting your digital marketing goals, your website may need a check-up. Regularly examining keywords, content relevancy, and the user experience is critical to the wellness of your website and your business.
Organic search equates to 94% of all web traffic. A complete review of your website will help identify where your SEO is lacking, what is diverting visitors from your site, and how you can boost conversions rates. A thorough audit should contain insights and recommendations for technical crawl analysis, mobile analysis, content analysis (including keyword ranking), local ranking analysis, and competitor analysis.
In addition to the technical audit, conduct a review of the user experience on your website. If your user experience isn’t great, your search rankings won’t be either. When visitors land on your site they want to find what they are looking for easily and instantaneously. If your site is cluttered or difficult to navigate potential customers will get frustrated and move on to your competition. A clear and concise menu or navigation bar linked to your most important pages is imperative for visitors to remain on your website. Does your site engage visitors with images and videos of your products or services? Showcase your brand with vivid imagery and informational short videos. Do your current clients love your company? Customer reviews and testimonials are verified results to potential new clients. Highlight those who are pleased with what you do and let others know about it!
While analyzing your own site, it is also wise to check out what your competitors are doing. Identify their online strengths and weaknesses. Does their site take a long time to load? Is their content more in line with keywords and phrases within your industry? Is their site easy to navigate? How does the competition’s site measure-up when compared to your own site? What social platforms are your competitors using and to what success? Knowledge of your competition’s marketing efforts will help you make better decisions for your digital strategy.
Being mobile-friendly is key to remaining competitive in today’s world. Mobile web traffic has consistently accounted for about half of all global web traffic since the beginning of 2017. If your site isn’t optimized for mobile devices, you are losing money and repeat customers to your competitors. 39% of smartphone users are more likely to browse or shop a company or brand’s mobile app because it’s easier or faster to make a purchase, according to a 2019 Think with Google report.
At KeyMedia Solutions, our digital marketing experts perform a detailed audit of your website and offer insights and recommendations on any needed improvements. Our two-stage approach to SEO ensures that we recommend and provide services that are the most effective at improving your website’s organic search rankings. With the SEO Audit in hand, you’re free to use the information to implement changes on your own, or we can provide a proposal for on-going optimization and support. Our optimization process applies time and resources to the weak attributes of your website to resolve and address current shortcomings. This will result in the greatest overall ‘lift” in your search engine rankings. If you would like to learn more and receive a complimentary audit of your website, contact us today!