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What exactly is a website audit?  

A detective running a website audit

A starter guide so you understand what a website analysis for SEO entails.

Websites function similarly to physical storefronts for business owners. You would want to do inventory checks, repair faulty displays, and provide a positive customer experience. A website audit is comparable to such inspections in that it ensures that any difficulties with user experience are resolved, that customers seeking information have access to current information, and that search engine visibility is improved.

Website audits also allow you to identify content gaps, providing you an advantage over competitors. This not only improves the overall perception of your brand among customers, but it also aids in the retention of existing customers, attract new visitors, and the grow brand loyalty. 

In addition to the above, website audits can help with 

  • Proactive problem-solving: Audits help identify issues before they become major problems, saving time and resources in the long run.

  • Future-proofing your website: Regular audits ensure your website stays compliant with evolving search engine algorithms and user expectations.

  • Data-driven decision making: Audits provide concrete data and actionable insights to guide your website optimization efforts

With this basic context set, let’s get started!

There are 5 steps to making your website audits as comprehensive as possible.

  1. Technical SEO

  2. On-Page Optimization

  3. User Experience

  4. Conversion Optimization

  5. Mobile Responsiveness

Technical SEO:

  1. Page speed test: Use tools like Google PageSpeed Insights or GTmetrix to identify and fix loading speed issues.

  2. Mobile responsiveness: Check if the landing page renders properly across different devices and screen sizes.

  3. Structured data: Verify that relevant structured data is implemented to help search engines understand the content.

  4. Robots.txt and Sitemap: Ensure the landing page is crawlable and indexed by search engines.

  5. Broken links: Fix any broken internal or external links.

On-Page Optimization:

  1. Keyword targeting: Analyze the target keywords and ensure they are strategically incorporated into titles, meta descriptions, headings, and throughout the content.

  2. Content quality: Assess the content for clarity, relevance, and value proposition. It should be engaging and encourage users to take action.

  3. Title tags and meta descriptions: Ensure these elements are unique, concise, and accurately represent the landing page content and target keywords.

  4. Image optimization: Use descriptive alt text for images and optimize their file size for faster loading.

  5. Headings and subheadings: Utilize clear and concise headings (H1, H2, etc.) to structure the content and improve readability.

User Experience:

  1. Clarity and organization: Ensure the landing page layout is clear, visually appealing, and guides users towards the desired action.

  2. Navigation: Verify that navigation is simple and users can easily find the information they need.

  3. Internal linking: Use relevant internal links to connect the landing page to other valuable pages on the website.

  4. Accessibility: Check if the landing page complies with accessibility standards for users with disabilities.

  5. Call to action (CTA): Ensure there is a clear and compelling CTA button above the fold, guiding users towards conversion.

Conversion Optimization:

  1. Form design: Analyze the design and user experience of any lead capture forms. They should be short, easy to fill out, and offer value in exchange for user information.

  2. A/B testing: If possible, identify opportunities for A/B testing different elements of the landing page to optimize conversion rates.

  3. Heatmaps and session recordings: Analyze user behavior through heatmaps and session recordings to understand how users interact with the page and identify potential pain points.

  4. Trust signals: Include social proof elements like testimonials, logos, and awards to build trust and credibility with visitors.

Mobile Responsiveness:

  1. Mobile-first indexing: Google prioritizes mobile versions for indexing and ranking, so ensure the landing page is optimized for mobile experience.

  2. Test on different devices: Physically test the landing page on various mobile devices and screen sizes to identify any layout or usability issues.

  3. Fast mobile loading speed: Prioritize optimizing mobile page speed for a seamless user experience.

By following these steps, you can conduct a thorough and effective landing page audit that helps you improve your website's visibility, attract more qualified leads, and ultimately achieve your business goals.

Additional notes:

  • Consider using SEO audit tools like SEMrush, Ahrefs, or Moz to automate some aspects of the audit and gather valuable data.

  • Stay up-to-date with the latest SEO best practices and algorithm changes to ensure you make the changes that are relevant and effective.

P.S. Got a burning digital marketing question? Don’t be shy! Leave a comment below or book a consultation — I'm always happy to help.

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