What we know about Google’s search algorithm is that it changes almost daily, with up to 200 tweaks and amendments made every year. These constantly moving goalposts is why many businesses struggle to keep on top of their SEO – and why a regular SEO Audit is important.
Where to start with an SEO Strategy
Every business with an online presence should have a strategy in place to ensure that the content they’re producing and publishing digitally ranks where it should on search engines – making and maintaining visibility amongst desired target audiences when they search for related queries online.
Exactly how each brand chooses to approach their SEO will vary, but commonly focused activity tends to include:
- Pages built and content produced for each relevant topic
- The research into and onward usage of relevant keywords and phrases
- A consistent content-producing and publishing schedule
- A plan for link-building
- A process for the development of new pages and sites that includes technical SEO
- Regular updates on the latest ‘best practice’ for SEO updates and strategy.
A comprehensive business SEO strategy will allow content to be produced in a way that plays into the search engine algorithms to keep organic search traffic as high as possible; although often working alongside paid-for ads.
What is an SEO Audit?
An SEO Audit is a full analysis of a website’s features that help or hinder its rankings on search engine results pages (SERPs). This entails analysing its areas of success as well as highlighting any areas where improvements could be made, in accordance with current SEO best practice approaches. An SEO Audit should form the first step in creating a tangible workplan to maintain a healthy SEO approach and to consistently improve performance – so the purpose of it is to build a foundation from which to work.
An audit will uncover any issues within technical SEO, the website structure, on-page SEO, user experience, content gaps, content opportunities, off-site opportunities and competitive marketplace standing; clearly mapping out any areas where changes should or could be made.
Although a very basic check through of any website for SEO purposes can be carried out by anyone with the relevant knowhow, it is always recommended that businesses use an SEO specialist for a comprehensive site audit. This provides more technical expertise as well as ensuring the latest in SEO best practice is adhered to; particularly important when you consider the constantly changing Google algorithm.
Why is an SEO Audit important?
A common misconception amongst brands is that as long as your website contains plenty of relevant keywords, it will rank well on search engines. Whilst this may have been the case many years ago, the Google algorithm has long moved on from the simple search of appropriate words and terms. Instead, high SEO ranking now relies upon a vast variety of factors including technical aspects of a website, accessibility functions and links from other trusted and authentic sources – although exactly what combination of successful factors is paramount is unknown.
SEO Audits immediately and discreetly highlight any areas for improvement, so any broken links, missed keyword opportunities or small technical amendments can be fixed. The constant changes to websites combined with human error means that mistakes do happen; and an SEO Audit can ensure they are swiftly rectified with minimum disruption to the site’s rankings.
Regular SEO audits are an essential way to ensure that a website is being worked on in the most appropriate way to adhere to current best practice in an ever-changing environment.
How often should an SEO Audit be carried out?
SEO Audits should be carried out regularly but not so often that the business doesn’t have the chance to enact any required changes and see the difference they make. Ideally, a comprehensive review of the site managed by an expert will take place either every quarter or every six months; with actions taken from it to improve the SEO position as quickly as possible once delivered.
Even if a business is managing their own SEO requirements without the involvement of a specialist service, it is recommended that they invest in a professional SEO Audit at least twice a year to assert their position and reinforce that the actions being taken are correct.
Free SEO Auditing Services
If you are paying for SEO services and do not receive regular reports, or find that your business isn’t feeling the benefits of the service, you should absolutely have an independent SEO audit carried out by a separate SEO provider. This will show you if the services you are paying for are being carried out as they should. Every SEO provide should provide their clients month reports.
At Woya Digital, we offer a free SEO audit report service. Request yours now.