SEO auditing is the process of troubleshooting your existing SEO practices to see how well they align with best practices in general. With SEO auditing, you can easily track and coordinate how your online presence is affected and measured with current SEO practices, while understanding further what can be done to improve online experience and results. SEO audits are recommended when you see a dip in your traffic or sales, or on a regular basis to ensure that your organic searches and traffic are reliable and forthcoming.
Understanding Your Website
Understanding your website is probably the first step to having an internal SEO audit. You need to be able to navigate your own website and determine what links or items that your organic traffic is drawn to. For example, if you have a ‘purchase’ or ‘donate’ button on your website, you can assume that many of your leads interact with these links. When you understand how and why people are purchasing or donating, you can see how these actions appear in the search results or relate to your SEO practices.
Documenting your traffic is another way to properly audit your existing SEO practices and to ensure that you’re getting the most of your online presence in terms of business and success. In order to adequately audit your traffic, you need to have a clear understanding of your traffic standards, how much you’ve had in the past, where the statistics or numbers are dipping, and what you consider to be successful traffic. Usually, KPIs – or key performance indicators – can help achieve this.
Your traffic quantity is important to help measure how successful your SEO is in general. When SEO is completely optimized, clients are easily able to search for and reach your online content because of its high ranking on the search results. If your ranking is high on the search results, then more potential clients are likely to visit your website and your organic traffic results are likely to reflect that. Organic traffic differs from purchased traffic because real-time clients are visiting your site en masse, while purchased traffic is computerized and not reflective of your website’s success. We recommend obtaining all of your traffic quantities organically.
If you notice a dip in your organic traffic or your sales, then the best thing to do is not only bring your website’s SEO back up to standard with best practices, but to also increase overall traffic on your website. To increase traffic, we’ll use existing KPIs to understand where, how, and when the dips in traffic occurred, whether or not your existing traffic is organic, and what can be done to improve it. Often times, we’ll recommend some measures such as promotions, better keyword bidding to improve ranking, and more detailed or creative content to be included on your website. When all of these steps are taken, you’re sure to have a new and cohesive website that brings in more traffic and generates more organic leads for long-term success.