A Website Audit gives you the opportunity to discover issues within your website that could profoundly impact the marketing campaign in a negative way. We need to understand the potential issues ahead of time and let you know what they are. Issues found could range from the simplest to the most complex, but would remain unseen by untrained eyes or remain unnoticed by busy business owners. Some issues that a Website Audit addresses are as follows:
Website audit reports are performed to identify issues with the website that would negatively impact your ability to rank your website higher in the search engines. However, it is of extreme importance that we take into consideration WHAT you are trying to rank for when someone types in a search phrase into the search engine. Do you plan on showing up if someone is going to “Google” the search phrase “Texas accounting firm”? Before running a website audit report we need to identify what your target search phrases are. What do you want to show up for when someone types in that particular phrase into the search engines.
Ideally, a website audit report is to prepare your website for an SED marketing campaign, and therefore we preferably have a “finalized” list of search phrases that you want to rank for. When we have this list we will further analyze the relationship of those search phrases to
your website content, and also dig deeper into the competition level of those keywords. If there are any issues with the search phrases you want to target we will let you know. This is a vital part of the website audit report because choosing the right search phrases to target is a large part of creating a successful marketing campaign.
Content Issues — Duplicate and Non-Relevant
In relation to the search phrases you want to target, does your website have a significant amount of content talking about the subject matter of the search phrases you want to target? If someone landed on your homepage would they immediately be able to identify that your website is relevant to all the search phrases you want to target? Is all the primary written content on your website unique and not duplicate content from another website? Do you have a lot of non-relevant pages about other products, services, or industries other than the search phrases you want to target on your website? When it comes to analyzing your website’s content vs. the search phrases you want to target, there is a lot to take into consideration and we will report to you any issues we find in regards to this on the website audit report.
Crawl and Indexing Errors
Ever wonder how Google knows about your website? Google has little robots they deploy to go visit your website and they “crawl” your website. Their robots act like a human clicking through to different pages on your website. After their robot is finished crawling your website they “index” certain pages of your website in their database. Only pages indexed in Google will show up when a user does a Google search. Why is this important? Well, if you have a 100-page website and only 5 of your pages are indexed in the Google database, you have a serious problem. What causes pages not to index in Google? The answer could be poor content, duplicate content, broken links on your page, and any other issues preventing the Google robot from crawling particular pages. Our website audit report will analyze and report on such issues.
Page Error Issues
Do you know if you have broken links on your website? Many times pages or the location of pages within your website are changed, and all of the other pages with links to the “changed” page are not updated, and thus all of the other pages linking to the changed page now have broken links. When judging a website’s ease of usability, we always look at the number of links as a good indicator. When users click on a link on your website and are directed to an error page, this can cause the user to leave your website out of frustration and not return. As part of our site audit report we will analyze your broken links and report to you on any issues we find.
Back links Analysis
If you know much about SEO, then you know that the number and quality of websites linking to your website has an impact on your rankings within the search engines. As part of our site audit report we will analyze your current back links and let you know if we find any issues other than a lack of back links.
Website Structure Issues
Most people do not think about the page or URL structure of their website when they build it. When the search engine robots visit your website they are wanting to see a recognizable structure to your website. If you can image trying to analyze how all the pages on your website are linked together, it would look like a giant spider web, and the question is… does the spider web make any sense? By the page and content structure on your website, is it easy to identify what your website is about? Our website audit report will analyze the structure of your website and report on any issues found.
Design Platform, Navigation and Calls to Action
Websites are built based on a certain language, such as HTML, PHP, ASP, etc. Furthermore, websites are often times built on top of entire “systems” that are made up of a particular language. Certain languages, on particular systems could make or break an SEO campaign, therefore it is very important for us to analyze this aspect of your website. In short, if your website does not allow us to make the necessary changes we want to make because of how it is built, then we will have issues. The navigation and “calls to action” are also important to analyze. Is your navigation user‑friendly? Is it easy to find the content you are looking for
within your website? Does your website clearly display links to your contact forms, phone number, and other important ways in which the user on your website can interact with you or purchase your services/products? All of these will be analyzed and reported on within the site audit report if we find any issues.