How Will an Internet Marketing Agency Conduct a Proper SEO and Analytical Site Audit?


Search engine optimisation audits are generally considered to be time-consuming and long-drawn out. But SEO audits are absolutely vital for new clients, as well as poorly performing websites. Even regular sites need an SEO audit once in every 4-6 months. As a whopping 93% of all online experiences start with search engines, as per Search Engine Journal, you need regular SEO audits to ensure your site is relevant and ranks well.

SEO is a constantly changing landscape. This is the reason why companies must re-evaluate their SEO strategies through audits. Some of the reasons your site needs an audit could be poor content, broken links or more. Search engines are constantly updating algorithms and you need to stay up to date. Here’s how an internet marketing agency can help you:

  • Focus on Analytics

One of the first steps for an internet marketing agency is to do an SEO audit of an existing site. For this, marketers must rely on analytics. Even when setting up a new site for clients, website analytics such as Google Analytics contain important data points that show traffic on every page, dwell time, bounce rate and much more. This information is crucial to an effective SEO audit. Track social media presence for your site. Craft and evaluate metadata such as title, meta descriptions, alt image tags etc. Downloads and email subscriptions can also be important indicators of how effective the marketing collateral or newsletter respectively is.

  • Keyword Analysis: Track Your Keywords

Keyword data is no longer available through Google Analytics. But if PPC ads are implemented, data can be collected on which keywords are the most effective. Study title, primary keywords and other keywords as well. Driving PPC traffic to pages means adding keywords from each of these. Information on keywords like strategies followed, keyword density etc., are important to consider.

  • Website Load Times: The Need for Speed

Website load speed is an important factor in search engine rankings as well as user experiences.  Even a single-second delay in page load times means a 7% decrease in conversions and 11% lower page views, as per research by the Aberdeen Group. Further, Google Analytics shows how long it takes for pages on the site to load. Google page speed and site tools offer suggestions and speed ratings on how performance can be improved.

  • Brainstorm Content Gaps

Make it easier to fill content gaps and ensure you don’t fall prey to poor or thin content. Rev up your content by working on original themes and words. Work hard to eliminate duplication of content, ideas or themes from already existing matter on the internet.

  • Link Analysis

Backlinks to websites are a major goal for search engines. Not all backlinks are equally created, however. Backlinks from spammy sites can damage your reputation. Audit backlinks using Google Webmaster Tools. Review questionable sites linked to your website. Anchor text chosen for internal linking should be appropriate. An internet marketing agency should, therefore, focus on link analysis as a crucial part of an SEO audit.

  • Technical Analysis 

The key factors involved in SEO audits on the technical side include back-end factors like indexing and hosting, front-end factors like keywords, metadata and content as well as link quality and outside references.  All in all, the website should be thoroughly vetted for effective impact.

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