If you’re used to making money online, you’ve likely accepted that website improvement and SEO are constant needs. However, have you gotten so used to them you forget to check in on how well it’s all working? Keep reading to learn ten things your online analysis and audit should cover to help improve your company presence:
1) Your conversion rate: SEO is great at getting people to your site, but if it isn’t converting them, it’s a waste. You might also be in a situation where the SEO is working as well as it possibly can, and your only real hope for growth is improving your various funnels.
2) Your backlink generation: The right online audit and analysis can tell you if your current rate of backlink generation is enough to move up or so slow that you’re falling behind.
3) Your backlink diversity: Your backlinks have to come from a broad basket of sources, ranging from other websites, blogs, forums, and blog comments to social media, article directories, and press releases.
4) Links you should be disavowing: You might, unfortunately, have links you shouldn’t have anything to do with. Whether they are black hat links an unscrupulous SEO agency did for you, an attempt by a competitor to draw Google penalties on you, or just lousy work someone did, find out what they are, where they are, and how to use disavow tools to keep Google happy.
5) Keywords that are strong: When you first start out, you should only target a handful of keywords and get good at them. However, over time you’re going to discover that some of them might be more opportunistic than others and worth more effort.
6) Keywords that are diminishing: You’ll also discover that some keywords might not get searched for as much over time. These are ones you should put less emphasis on.
7) Keywords you need to branch out into: If your business is going to expand and grow, you have to know the new keywords or phrases consumers might be looking for as well as niche-shoulder keywords you can step into laterally, possibly finding low-competition corners of your industry.
8) What content works best: To convince consumers that your business is the best option in the industry, or just that you’re a reputable source they can feel comfortable spending with, your content has to sell them on your brand before they sell them on the products and services. Online analysis and auditing should tell you which pieces of content do best, as you might find that particular funnels on your site are stronger or weaker than others and impacting the overall conversion rate.
9) Your mobile-friendliness: Mobile traffic makes up half of Internet activity now, so if your website is not doing as well among mobile users as their desktop counterparts, you’ve got a serious issue to address. Make sure that your site is either mobile-friendly or has a mobile version that works just as well as the primary.
10) What your competitors are up to: Even if your online efforts have gotten you to the top of the hill, as in you’re ranking in the number one spot for your primary keywords, you have to fight to stay there. Your competitors are surely coming for you, and you need to know how they’re doing to stay on top if you are there or move up if you’re not there yet.
Now that you know ten things your online analysis and audit should cover, you need to have someone do the audit. It might be tempting to do it in-house if your business staff is large enough to have someone willing and able. However, only an external vendor or service provider can bring a truly objective eye to the scene.