The Search Engine Optimization (SEO) industry has grown tremendously in the past few years, and to such an extent that many SEO practices have become important components of the Internet marketing strategies for many businesses.
However, although the ever-changing dynamics between search engine algorithms and SEO techniques have evolved in complexity and in many different directions, very little has been done to actually measure the effectiveness of these SEO methodologies and processes. Significant amount of money is budgeted yearly by businesses for their website’s SEO projects, but only a few actually conduct a regular review of their SEO programs. A well-designed SEO audit is therefore a necessity. The SEO website audit is also fast becoming the norm in many companies wanting an objective assessment of the effectiveness of their SEO initiatives.
As with any other audit, SEO website audit is a means to examine the efficiency and effectiveness of business websites. It seeks to identify the gaps between expected and actual website performance. The end goal of SEO audit is to recommend improvements and maximize the benefits from SEO investments.
SEO Website Audit in a Nutshell?
SEO audit is a means to track the performance of the various SEO activities conducted for a website. Through the SEO website audit, the status of the site as evaluated by search engines can be assessed. With SEO audit, there is now a way to examine the robustness of the website’s technical framework and infrastructure, which includes SEO keywords, content, meta tags, and link popularity, and in comparison with top competitors.
The SEO website audit is both a quality and performance review. It measures the value added to the website as a result of the SEO work done on it, such as search engine rankings, traffic volume, and conversions.
The output of an SEO audit is a report on the site’s performance. It contains the issues and problems that cause poor website performance, and the most efficient and effective SEO techniques to employ from thereon to improve performance. Moreover, the SEO audit report will identify SEO methodologies that can be removed from the SEO program altogether because they are not effective and are a waste of investment.
Benefits of the SEO Audit
What are the benefits of an SEO audit? Here are a few of them:
1. An SEO website audit can pinpoint reasons for poor ranking performance and provide helpful performance improvement advice.
2. An SEO audit can assess the extent and scale of poor performance. It can also rectify whatever damage done by past SEO methodologies by providing valuable decision-making information on whether to hire professional SEO experts to work on the problem, or continue with in-house SEO work.
3. An SEO website audit guarantees management buy-in and support, particularly when conducted by a third-party SEO auditor. When confirmed by concrete metrics, this can convince decision makers in the company that present and future SEO strategies are working effectively for the business.
Making SEO web site audit a part of the business road map should be one of the most important undertakings for a company. SEO audit ensures that the company’s SEO initiatives are well-validated and worth the investment.
Debbie Everson is the CEO of SearchMar.com, the leading provider of search engine optimization & online marketing solutions to over 200 small businesses. Debbie brings over 15 years of experience leading SEO and direct marketing programs for some of the most respected brands in technology, retail and healthcare. Read my SEO Blog. Follow me on Twitter. Call 866-885-6263 for a free consultation.
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