SEO Audits Can Positively Improve Results for Small Business Websites

by Apr 10, 20220 comments

As an SEO professional, it’s often difficult to persuade small business clients to invest in an SEO campaign. Most think of it as an expense rather than an investment. However, they will invest 1,000’s into a website, only to realize afterward that the website gets little or no traffic for the search terms related to their business. Ughhh!

Offering a free SEO audit is a simple way to help the business owner understand the “why” by outlining problems (technical and otherwise) with their website.

In this article, we’ll take a look at the basics of SEO auditing and why it’s important for your business. 

One thing that the pandemic showed small business owners, is that not having a digital presence was tantamount to being invisible. Lockdowns and restrictions to doing business in person illuminated the need as well as the power of having a website and social media.

In fact, the data show a rapid increase in online marketing since 2020.

The Match2One Blog article, How COVID-19 Has Affected Digital Marketing, concluded that “More digital solutions need to be considered for all industries. Webinars, digital entertainment, and virtual doctor visits are examples of solutions to come when physical contact is restricted. 

Even during a time that feels like a downward spiral – there can be an opportunity to be seized.”

According to Harvard Business Review, 10 Truths About Marketing After the Pandemic, “The Covid-19 pandemic upended a marketer’s playbook, challenging the existing rules about customer relationships and building brands. One year in, there’s no going back to the old normal.”

On Google Search, the keywords ‘local’ and ‘business’ were up 80% while the combination of ‘who has’ and ‘stock’ went up by a whopping 8,000%! Staying local meant shopping local (or #shoplocal). See, Local vs. global marketing – The value of community

What is an SEO Audit?

Search engine optimization (SEO) is an important aspect of digital marketing. To ensure that your website ranks as high as possible in search engine results, it’s important to conduct a regular SEO audit.

What is SEO Auditing and an SEO Audit Checklist?

SEO auditing, in a nutshell, is the process of examining your website from the perspective of search engines to determine how well it’s optimized for ranking. 

The audit checklist can be done with something as simple as an Excel file. Many “technical” SEO elements involve HTML elements, proper meta tags, website code, JavaScript, and proper website extensions. For a technical SEO checklist, it’s not necessary to check every single part of an SEO campaign.

In order to conduct an audit, you’ll need to have a set of guidelines or checklist that includes the following key points:

  1. What Search Engines Are You Competing With? 
  2. Who Are Your Competitors? 
  3. What are Your Keywords of Interest? 
  4. What is Your Website’s ‘About’ Page About? 
  5. How Frequently Does your Site Update and with What Frequency Is it Updated? 

Importance of SEO Audits

An SEO audit is very similar to taking your car to get an oil change. As you know, regular oil changes can be one of the most significant ways to extend the life of your car. An SEO audit looks at the technical infrastructure of your website, the on-page elements, and off-page essentials to optimize Search Engine visibility, usability, and conversion.  An SEO audit needs to be performed regularly in order for the long-term success of your website’s performance.

SEO audits are an important, necessary component of keeping your SEO strategy up to date. If your website isn’t properly optimized for search, you’re missing out on a significant amount of search engine traffic, as well as attention from potential customers.

It’s important to do an annual SEO audit so you can uncover and fix any potential problems that have crept into it. Websites are constantly changing with new content, plugins, tracking scripts and so on – so it’s important to do an SEO audit every year to make sure something isn’t holding you back.

Checking Site’s Technical Compliance with Google Guidelines

Google has a set of guidelines that webmasters and site owners should adhere to. 

This includes how to create a mobile-friendly site, how to design the layout and content, and how to use the right keywords. Google is constantly updating its guidelines, so it’s important for site owners to keep up with them.

Important Google Guidelines 

Google’s guidelines for webmasters are the best way to stay on top of SEO. They provide a general outline for what is and isn’t allowed, but the key points are to create good content, link to other relevant pages on your site, use keywords appropriately, and don’t forget about mobile.

Examining Website’s Internal Link Structure and its Anchor Texts

When it comes to link building, many people only think of external links. However, there is also a lot of value in analyzing your internal links, as well as the anchor text that you are using on those links. 

Conclusion

By scheduling regular website audits, you can make improvements to your site throughout the year. Then, you can improve your search engine rankings, expand your reach, and generate more business.

Making regular website updates and improving your strategy can help you maximize your revenue.

Does your digital marketing strategy need improvements? Request a digital marketing review today.

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