Here’s Why You Should Conduct an SEO Audit, and What You Can Learn From It

October 25, 2023

By Nick Nelson

Most companies that are looking to elevate their digital marketing strategy are not starting from scratch. Unless your business is brand new, you likely already have a website and a library of existing content. If you’ve been around for a while, you might have a LOT of existing content, and odds are some if it is neither fresh nor relevant.

Conducting an SEO audit is a key practice for gaining a firm grasp on your company’s website and digital assets, their performance, and where the opportunities lie to grow your impact in search.

What is an SEO audit?

Whereas a site audit analyzes website health and opportunities more broadly, an SEO audit serves as a comprehensive assessment of your site specifically with respect to its performance in search.

Why is this so important? Research has found that organic search accounts for more than half of all website traffic globally.

Although there are tools and technologies that can support an SEO audit, expertise is required to ensure the project aligns with key business goals, and that the findings lead to strong, actionable recommendations.

What are some components included in an SEO audit?

There are many different factors that can affect your website’s search performance, so in order to be effective, SEO audits need to be thorough and wide-reaching.

Examples of techniques and elements of a typical SEO audit include:

  • Keyword research and analysis: Which keywords are you ranking for? Where are you lacking visibility with your target audience? Which opportunities stand out as quick wins?
  • On-page SEO optimization: This process surfaces issues with meta titles, meta descriptions, headers, and keyword usage that might be impacting your site’s performance in search.
  • Technical SEO: Impediments to SEO success are often unseen – site speed, mobile responsiveness, indexing, etc. Assessing your technical SEO helps ensure these issues aren’t holding back your quality content.
  • Link profile: Quality backlinks remain a staple of SEO in B2B marketing. This analysis identifies opportunities to gain authoritative backlinks from other websites.
  • Content relevance and optimization: An SEO audit will evaluate the full spectrum of content on your website – blog posts, resources, product pages – to ensure it meets E-E-A-T standards and matches search intent.
  • Competitive analysis: To know where your company stands in search, and where it makes sense to focus, you have to know where your competitors stand.
  • Site structure and navigation: If search engines can’t easily find their way around your website and contextualize the content, users probably can’t either.
  • Schema markup: Implementation of structured data helps search engines understand and display website content in rich snippets and featured snippets.
  • Reporting and analytics: As SEO tracking and measurement evolve, running an SEO audit provides the chance to enhance your depth of analytics and set up ongoing reporting.

What can you learn and achieve with an SEO audit?

We’ve established that an SEO audit can provide a lot of information to your company. How does this information support your marketing strategy? There are a few key learnings and actions that often emerge through an expert …read more

Source:: Top Rank Blog