Google’s algorithm has changed significantly this 2022. Google also algorithm weighs a website’s quality and value to search queries.
To rank on Google’s organic search results, a website must now be relevant to the search query and experience, domain authority, and trustworthiness. UX design is also a big consideration in Google’s efforts to serve only the most useful websites to people searching on the internet.
Specifically, a website audit helps digital marketers identify issues with the site and find opportunities to increase traffic and revenue. It is also helpful to analyse competitor websites, research keywords, and create a plan for improving the site based on their findings.
All businesses that do online marketing should conduct an audit of their site at least once a quarter to avoid being penalised by Google for poor web and mobile site performance.
Here are six steps to take for a proper website audit:
Step 1: Assess Site Health and Architecture
Before doing a website audit, the first thing to do is look at how well the website is working for everyone. The most common and most important problems are 4XX and 5XX errors, broken links, URL structure, duplicate content, and page speed (especially mobile page speed).
An auditor creates a comprehensive list of errors and then formulates a work back schedule to tackle the issues in a priority sequence. The website’s overall architecture should also be inspected for optimised crawlability and indexability.
A sitemap can be used to assess the site’s general navigational flow or analytical tools like Google Search Console and Google Analytics. These tools also provide metrics on the site’s organic traffic and competitive analysis of how your site compares to the competition.
Step 2: Check Website Security
The third step in a website audit is to perform a security audit. A security audit is essential because it helps digital marketers assess the integrity of a website to protect against malicious attacks.
In 2022, it is vital to have a website with an HTTPS address. HTTPS encrypts user data, an increasingly important privacy element in Google’s algorithm.
Step 3: Check Keyword Performance
The auditor should review the website’s technical elements, including keyword density on each page, the bounce rate, and the speed of the page. This is, so they see which keywords are relevant to their business and whether the website is currently performing well.
They can also look at a competitor’s website and see how it’s doing compared to their own. Moreover, an auditor should conduct keyword research focused on finding search terms relevant to their business, profitable, and easy to rank for.
Step 4: Assess Conversions and Conversion Rate (CTR)
To assess conversion rates, digital marketers should look at the number of times a web page is viewed, the rate at which users move from one page to another, and the number of engagements with a website.
Step 5: Assess Off-Site Presence
It’s also a must for a website auditor to check for a website’s off-site presence. This includes backlinks, reviews, and especially social media presence. In 2022, Google’s algorithm will consider social media performance when ranking websites. A such, social media marketing has become a keystone tactic in most digital marketing strategies.
Step 6: Competitor Analysis
The auditor should conduct a competitive analysis of their website to find out what the best performing websites in their niche are doing that the site currently is not doing. This allows them to conduct a complete competitor analysis.
A complete website audit reveals flaws that could lead to penalties from Google. Penalties affect how high you show up on Google’s search engine rankings page (SERP). The audit also checks how easy it is for hackers to get into the website.
Work with an SEO Agency
Digital marketers perform regular website audits to help their clients see the big picture with their site’s performance. This helps them identify issues that could lead to penalties, which could lead to a loss of revenue and a decrease in site traffic.
By addressing high-priority issues first, digital marketers can significantly improve the site’s traffic and revenue in a short amount of time.
Get your free SEO audit now at Market Jar. We are a dependable and affordable digital marketing agency in London, that can help you rank in Google without additional staff or without breaking your budget. Get practical help in converting your visitors into loyal customers and avid subscribers. Contact us today!