Website Audit

How To Carry Out An Effective Website Audit

A website audit can show you exactly where improvements can be made, often quickly and with no expense. Despite the proliferation of web service companies, the vast majority of businesses still have poorly designed websites which are not optimized to achieve a high ranking in the search engines. Unless you have other ways of driving traffic to your website, this means that there is no way for your potential customers to find you. Even if you do have these other means of driving traffic, you are still leaving money on the table as local search is so important.

There are many different factors which determine the ranking of a website, but they can all be divided into two basic categories. These are on page and off page optimization. To achieve a good search engine ranking, you obviously need to concentrate on both. It is on page factors which should come first, though, for several reasons. The most important of these is that it is totally under your control. Whatever you decide you want to put in your title tags, headings, and meta tags, you can do so.

The most important component of this on page optimization is the keyword research which is carried out before it. You need to know how your potential customers are searching for a business of your type. Once you know this, you can try to compete in the search engines so that you can position yourself right in front of them. This really is no more complicated than using a free keyword tool to gather a list of search terms which people are searching for, and then creating pages and content which emphasize these terms.

It is also necessary to make sure that there is no obvious leak on any of your web pages. The most blatant of these is duplicate content. While there are many myths concerning duplicate content on different websites, and how the search engines handle this, there is no doubt that duplicate content on different pages of the same website is penalized by the search engines. If you are using a content management system, you can often fall foul of this without even recognizing it.

Once your website audit has passed through the on page phase, you can move into off page optimization. As this basically involves building links to your site, it is nothing that you can have total control over. There are ways of dramatically increasing incoming backlinks, however, and there is no doubt that incoming links can be incredibly powerful. This is something at which you can start slowly and increase your efforts over time as you see them starting to take effect. You will need to make sure that the pages which carry your links are indexed by the search engines, so that they show up next time you carry out your comprehensive website audit.

 

 

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