What is a website audit and why do I need one?
If you already have a website and are ready to improve its search engine visibility, then a website audit (or “site audit”) is a good starting point.
If you already employ SEO (or think you may be) but are not seeing the results you want, then a site audit can also provide answers to why you are experiencing decreased sales, low conversions, and high bounce rates.
But, what is a site audit?
A website audit is a complete analysis of all the factors that determine your site’s visibility in search engines. This can include, but is not necessarily limited to:
- Indexed pages
- Page errors
- Site speed
- Optimized, updated content
- Meta data
- Responsiveness to devices
- Social signals
To conduct a site audit, SEO firms generally run various tests and generate detailed reports, which are then analyzed for insight on any existing website issues.
Based on the results of the audit, the firm should then make recommendations to improve the visibility of your website in search engines.
If you have never implemented SEO best practices, then the site audit reveals where you may want to begin your work. For example, if the results of your audit conclude that your pages are missing meta data, then you may want to consider adding that information to your site.
But, if you already do SEO and you are not getting favorable results, then you should consider the site audit because it can pinpoint where and why your issues exist. Perhaps, for example, you need to make more of your pages mobile-friendly or you have bad backlinks, both of which could be penalizing your site.
What other questions do you have about site audits? Ask us in the comments.
Sheila Hart-O’Connor is a word geek who is passionate about all things digital. She specializes in advertising and marketing copy, with a lean toward SEO, social media, and blogging.