Do you know how your SEO (search engine optimization) efforts are doing? Are they producing the results you hoped for? Are you showing up in searches? Do you know why your efforts may not be effective or how to improve things?
If you can’t answer these questions, then it’s probably past time to conduct an SEO audit. I have found conducting these audits several times a year will help you have specific data and information about things like page performance, traffic, and more. You can also see how your chosen keywords are doing and how your site ranks compared to the competition.
You know SEO is a long-term commitment. You also know trying to check for changes each day can be frustrating and make it seem like you aren’t gaining any ground. I recommend conducting SEO audits two to four times per year.
If you have a small business and a small website, then conducting these twice per year is plenty. For larger companies or larger websites with a lot of new content each month, try reviewing your site every quarter– this just makes more sense.
Regardless of how often you conduct an audit, creating a clear strategy and checklist will help you save time and effort. Here are a few more things I have learned about SEO audits to help you with your own planning and website’s success.
The Technical Analysis
With the technical analysis, you ensure your site is working how it should. This means links go to the right pages and images load quickly. Look at all the technical aspects of site operation.
Your website needs to be properly structured and includes content that makes sense for your brand, products, and services. It’s also a good time to evaluate the keywords you are targeting.
Search for issues by reviewing content categories and ensuring everything is aligned with your business goals and direction. If you have a scattered, unorganized approach to content, it will hurt your site’s chance of ranking well. Make sure there’s no duplicate content, too.
Off-page SEO is challenging because not all aspects are something you can control. You want to ensure Google views your site as a trusted authority. This includes ensuring you aren’t using shady SEO practices, online reviews, and incoming links.
You can look at the SEO audit as a type of check-in that lets you know if your efforts are still effective or if you need to make changes. Thanks to all the tools available today, you’ll find conducting these audits is easier than you may think.