As with any aspect of marketing, you have to check the throb of your online presence to find both the openings and gaps. The first step in perfecting your online footmark is a visibility inspection. This type of inspection looks at multiple angles of your digital marketing sweats, fastening on SEO and keywords, online share of voice, and content.
Below, you’ll learn what a website audit is, the different types of audits, and how to use information from an audit to improve your SEO and conversions.
Here are a few common audits among marketers.
A competitive website audit tracks your competitors and their online strategies to help you see what opportunities your brand could be missing out on. Essentially, a competitive audit allows you to see what’s working for other companies in your market so that you can incorporate those tactics into your own strategy.
Start by performing a SWOT analysis on a competitor’s website. In a SWOT analysis, you track the website’s strengths, weaknesses, opportunities, and threats. For example:
A strength could be that their website is easier to navigate than yours.
During this audit, you also need to consider the tools and software they are using to streamline their processes. This can help you discover new ways to run your site more efficiently and make it more accessible for consumers.
This type of audit processes the links pointing to your website to find potential issues or opportunities in your backlink profile. By evaluating your links, this audit will help optimize your site to rank for your target keywords.
Link audits consider the URL source, domain, and anchor text to see if value and equity (called "link juice") are being passed on to your page. This will gauge how much a link is helping or hurting your website's visibility in SERPs. Links from well-respected websites are much more valuable than links from smaller, less well-known sites.
To perform an SEO link audit, start by gathering all of your link data. You can do this with Google Search Console by entering your domain and then clicking on "Links to Your Site" under "Search Traffic."
From there, you can download the latest links and create a link audit spreadsheet. Afterward, you manually evaluate your links by paying attention to factors like anchor text, IP address, and page content.
You can also tools like Ahref's backlink checker to take the guesswork out of analyzing the value of the links you gathered.
A lead conversion optimization audit analyzes a website’s conversion issues and opportunities. In this audit, you’ll need to analyze how traffic is coming to your website and where it’s coming from.
Google Analytics is an excellent tool for this step. Knowing where your traffic is coming from will help you better understand your audience’s behavior and will help you optimize your site’s content to suit their needs.
Speaking of content, you’ll also need to analyze the content on your website. Make sure the content is helpful, informative, and up-to-date.
Is the latest information about your business uploaded to the site and easily visible? Does your content contain keywords and phrases to boost its ranking in SERPs? Outdated or irrelevant content can hurt conversions and hurt your SERPs ranking.
Other aspects of your website you need to observe are:
Your brand’s online performance can also be impacted by social media. If your social media presence isn’t pushing more traffic to your website, then it’s time to conduct a social media audit.
To start the audit, create a list of all your company’s social media accounts. Do some extra digging to make sure you don’t miss any you’re not aware of, such as accounts started by other departments.
From there, go through each account to determine if they’re all consistent with the company’s branding — using the same images, logo, tone of voice, etc.
Then you’ll need to evaluate each page’s performance. What kind of content performs the highest, and which content type performs the lowest? Are these pages being updated frequently?
Finally, use information from the evaluation to better understand your audience and optimize your social media to engage them. You’ll then be able to update your social media strategy to further delight your audience, more effectively attracting them to your website.
While an SEO link audit analyzes the links associated with your website, an SEO website audit evaluates all the factors that can impact your site's performance in SERPs. This includes links but also extends to other aspects such as keyword usage, content, metadata, page speed, user journey, and video optimization.
It's possible to conduct an SEO audit on your own but you'll likely get more thorough answers in less time by employing an agency.