A good website can make or break a company, and it’s an avowed necessity for companies that do all or most of their business online. But there’s a lot more to creating a functional website than just basic design and development. If you’ve put up a site and you aren’t getting the traffic you expected, there may be something else to blame, but figuring out the source of your problems can be difficult. That’s where a website audit can be beneficial.
What is a Website Audit?
If you’re familiar with an audit from your accountant, then you should have a ballpark understanding of what constitutes a website audit. An audit makes use of data analytics to carefully analyze any problems in your site that could be hindering your web traffic and identify ways that you can improve your performance even when there aren’t any outright errors. A website audit is a comprehensive process, but it generally focuses on how well your content is optimized for search engines and how effectively you convert your prospective customers. It may be a long and complicated process, but it’s the sort of chore that any business with a web presence should periodically undertake. Here are eight of the most important things you should keep in mind with your audit.
One of the most critical components of SEO is understanding how well your site ranks in search engines, most prominently in Google. The Google Search Console is the best tool for identifying what flaws there may be in your site’s structure.
2. Research on Competitors
Your business doesn’t exist in a vacuum, and the quality of your site can only really be ranked in comparison to your competitors. There are a number of online tools that can graph out the traffic and other metrics of your competitors to come up with new strategies for outreach.
How easy your site is to navigate has an effect on how high you rank in Google. Being mobile friendly is important, but you also have to make sure that your site has an easy navigational flow.
Many new web designers neglect the standard protocol of site design, but a properly structured code is a major factor in a site’s SEO ranking.
5. Quality of Content
Traffic is just one component of a site’s success. Conversion is just as important, and evaluating the quality of your content can help you turn visitors into consumers.
6. Quality of Links
Both outboard and inboard links can affect your ranking on Google. This is another aspect where the Google Search Console can be a valuable resource.
This covers making sure that your pages run quickly and smoothly without any outstanding error messages.
8. Quality of Keywords
Making sure that your content contains the keywords that prospective users search for most frequently can have a sizable effect on your site’s prominence.