SEO Checkup: 4 Tips for Your Next SEO Audit
Whether you are assessing the website of a new client or need to re-vamp your organic strategy for an existing one, performing a search engine optimization audit is a great way to ascertain the weak areas of your optimization techniques. SEO audits can be put together in a checklist format to map out the recommended changes. If you are sharing this with a client, visuals are always a good idea. An SEO audit is often comprehensive, in-depth, and takes both marketing and technology expertise.
Here are four tips on how to perform an SEO audit and make the most of your organic plan.
Find out where you stand and act accordingly.
When organic traffic begins to plateau or decline, one of the first things I do is review any changes in organic rankings. Although rankings are not the only indication of organic strength, it can be a great approach when comparing your organic position to that of your competitors. Search your keywords and notice the difference in listings between you and those appearing on the first page of search results. Never copy or steal meta descriptions, instead, highlight the advantage of your product. Often a simple sentence structure change can bring a whole new life to your organic listing.
Think like a consumer.
I don’t know about you, but now that I’ve had exposure to quality user experiences, I can’t visit a website or mobile app without analyzing everything I would change about it. Being removed from the development of a website makes it easier to identify flaws in the user experience flow. Look at your website as if you were the consumer. Walk yourself through the conversion cycle and analyze every step. If you can’t look at the site objectively or do not see anything wrong, ask someone who knows nothing about the project. You will be amazed at the simple fixes you may have overlooked all along.
You simply can’t ignore mobile.
As discussed in SEO Best Practices for 2015 and Beyond, mobile search is more relevant than ever as a ranking factor. I highly suggest utilizing Google’s Mobile Friendly Test to help comb through the technical issues slowing your mobile site down and consequently, hurting your organic rankings.
Using the same approach as a desktop website, think like a consumer and identify the areas that don’t provide a positive user experience. Long blocks of text? People are not reading them. Small buttons? People are not clicking them. Make the path to conversion as easy as possible on a mobile device to not only see more conversions from organic search, but likely increase in rankings as well.
Bust out your Google tool belt.
At times it may seem like SEO is overwhelming, but there are a few handy online tools from Google to point us in the right direction, such as Google PageSpeed Tools and Google Search Console. Take advantage of these powerful (and free) resources to review the quality of internal and external back links, check crawl errors, and ensure your sitemap is properly indexed— all of which are important factors and should be included in your SEO audit.
Although these tips are simple, they are important and should become second nature. Stay ahead of the game by consistently optimizing your website and staying current with Google algorithm updates. As read on every SEO blog ever, relevant content is still king, but implementing these tactics when performing an SEO audit can bring a new perspective to your organic plan.