The question to ask yourself is “do you know where you are?” “.
In fact, a website audit is an opportunity to know what is the performance of your website and its effectiveness in generating you visibility and/or sales and even often, to simply identify if you have SEO, and if so, what is it!
Why is a Website Audit important?
Because he can save you from making a wrong decision . Far too often, the first reflex, when we see that its site generates little traffic, whatever it is, without particular distinction (organic vs direct), is to launch body and soul into paid SEO and social strategies. In short, to do CPC advertising (cost-per-click) and/or social media post campaigns.
The good old recipes of “success” as we see them sprouting everywhere on the Web.
Related topic : What is malware and what can it do?
The problem is that very often the client, unknowledgeable and successful of this kind of strategy, does not have the slightest idea of the logic behind this kind of solutions. He often realizes only too late the passivity of these different actions (especially in subcontracting), long-term inefficiency (SEA), associated costs (and the resulting dependency) and, above all, with regard to publications, the necessary strategy they demand to generate performance.
While often an optimization strategy, including social media and local SEO, can quickly generate conclusive results, also much more effective than short-termist strategies!
Whom’s fault? No one… that’s exactly the problem!
We live in a society at all, right away and above all ease. Quite often, when I do a website audit for a client, and I see a need for optimization, I propose 2 options:
*An optimization process as it is (therefore, from the site, as is) *An improved optimization process (by redeploying a tree, creating more content,…)
Needless to say, improved optimization is by far the most effective of all! However, although initially most of my customers are “tempted” by the second solution, they tend to turn back right away the moment I mention that their participation is a SINE QUA NONE (non-negotiable) condition for the full and complete realization of this optimization.
*Because they need to participate in the process of redesigning the site tree (by deploying the service offering more extensively) *Because they need to participate in the production of additional content (no one is better placed than the owner of a business to talk about their business) *Because often the work to be produced generates a crucial challenge on how to value your business, sell its services, etc.
And paradoxically, not everyone is willing to do this kind of exercise, even if the existence of their business depends on it. That’s why, short-term solutions are so popular. They require very little customer involvement and they work relatively well, for a time at least…
Now let’s talk in more detail about SEO audit.
A website audit is a comprehensive analysis of the site’s performance in its environment and its ability to generate efficiency. After all, that’s why it was created.
So, the exercise consists in reviewing many points:
- Load performance (home page size, load time)
- “H” markup on all pages (prioritization and proper use of tags)
- Content marketing (especially on page) welcome — frequency of keywords)
- Drilling or server errors (404, 503,…)
- The presence (or not) of an SSL certificate and its proper configuration
- The presence of a traffic analysis script (Google Analytics)
- The presence of organic referencing (positioning ratio, keywords position)
- Canonicalization Errors (Subdomain Redirection)
- Responsivity errors (adaptation on different media)
- META Data (title SEO MetA description) — Length and efficiency
- HTML/text ratios (and therefore, lack of content on pages)
- Issues related to images (resize by the browser, compression, size, presence of “ALT” tags,…)
- Indexing capabilities (robots.txt, sitemap,…)
- Empty tags, hidden, etc (and techniques over-optimization)
- The presence on Google My Business
- The presence of flash or over-use of images with content (not indexable).
- The presence of call-to-action and positioning capability
- Backlinks and quality of links
- The presence of non-Seo-Friendly links (containing discruptive acronyms “_”)
- And the list is long…
In short, a website audit really lets you know if your site, as is, actually allows you to generate both web SEO and web positioning, and to focus your interest on what is a priority for your business.
Want to know more? Request an Audit of your website, we provide the results within 24 hours after the request…