Identify on- and off-page SEO issues
The audit process is also a great opportunity for you to enhance the SEO of your website. It's best to closely examine your search engine optimization strategy to ensure you maximize your results:
- Use a tool to review your site's search results rankings.
- Take a look at how your rankings have changed from your previous audit.
- Assess your keyword density to ensure you use the best terms and phrases for your industry.
Both on-page and off-page SEO are crucial to your overall ranking on search engine results pages (SERP). To improve on-page SEO, you'll optimize elements visitors typically see. For example, blog content, graphics, meta descriptions, headers, alternative text for images, and so forth. In contrast, off-page SEO refers to back-end issues that visitors won't see, such as any link-building campaigns that can boost the authority of your site.
Review content for quality
Maintaining brand consistency is a vital part of digital marketing. Don't forget to review your content carefully to ensure you're publishing quality content. You may also want to look at your social media calendar to make sure you post regularly. Then, assess your blog posts and technical articles to ensure they're still accurate. If you notice any blogs with outdated information, simply provide more up-to-date details. Additionally, this is an opportunity for you to generate new ideas for your website in the future.
Make note of technical errors
As you review your website, don't forget to look for technical errors as well. You may find that there are technical issues on your website that need to be addressed in order to improve functionality and user experience. For example, broken links should be fixed promptly because they can frustrate visitors.
Or, you may encounter outdated meta tags and descriptions that are no longer accurate and require an update. It's essential to rework this type of information because they make it easy for search engines to index your website. A website that's easy to crawl ensures search engines categorize it appropriately. That way, you don't miss out on valuable website traffic.
Competitor analysis is a great thing to include in your routine website audits. This provides an opportunity for you to look at your competitors, figure out how you rank in comparison, and identify areas for improvement. If you notice a competitor has recently jumped ahead of you on the SERP, check out their website to see if they've updated anything recently. You may be able to revamp your website to take the lead once again.
It's also a good idea to assess the top-ranking websites for a particular keyword, specifically if you're not the lead or on the first page of the SERP. The higher you rank, the easier it'll be to drive quality traffic to your website and generate more sales.