How to do a Website Audit to Improve SEO & Conversions

website audit.jpgkeepProtocol

When was the final time you gave your web site a checkup? If you’ve got by no means earlier than audited your web site, it has been a whereas since you will have, otherwise you’re planning a website redesign within the close to future, use this submit as your go-to web site audit guidelines to make sure that your web site is primed for optimum SEO and conversion outcomes.

Below, let’s be taught what a web site audit is, why it is essential, and the way to use the knowledge to enhance your SEO and conversions.

Before we dive into the issues you ought to be holding an eye fixed out for as you are auditing your web site, let’s evaluate a number of the advantages of doing one. Here are a number of the high advantages from a advertising and marketing perspective:

1. Website Performance Optimization

Website audits often consider a website not just for its content material but additionally for its technical efficiency.

As a end result, an audit gives you a probability to examine the robustness of your web site’s technical framework and infrastructure, assess how pleasant your web site is to search engines like google, and decide how straightforward it’s for customers to navigate and intuitively discover content material in your web site.

2. Search Engine Optimization

By conducting a web site audit, you will find a way to establish any missed SEO opportunities and treatment any misguided or poorly executed SEO pitfalls (e.g. key phrase stuffing, actual match anchor textual content hyperlinks, and many others.) all through the content material of your web site.

It may also permit you to re-focus your SEO efforts on customers first and search engines like google second. This will safeguard you from continuously chasing modifications to search rating algorithms, that means you will not be making use of misguided practices simply to present up on the high of the search engine outcomes pages (SERPs).

3. Conversion Rate Optimization

Website audits additionally allow you to re-evaluate the effectiveness of your web site when it comes to lead generation and conversion. As a end result, you will find a way to spot any beforehand ignored alternatives to convert guests into leads so you may add related CTAs, in addition to establish deficiencies in your touchdown pages so you may optimize them to enhance conversions.

4. Competitive Analysis

Conducting a web site audit will permit you to examine your web site to your competitor’s. You can analyze how effectively you are rating in opposition to rivals for key phrases and decide potential new sources of income.

You can use instruments, like HubSpot’s web site grader, to carry out an audit in your competitor’s web sites to collect more insights. You can find out how your rivals are attracting guests and see how they’re garnering conversions.

Ultimately, this can aid you brainstorm new ways and methods in your website.

5. Identify Issues

When you do a web site audit, you will find a way to discover points which can be hurting your SEO and conversions. Perhaps it is damaged hyperlinks, hidden content material, lengthy web page load velocity instances, or more. Identifying these points will aid you restore points which can be diverting site visitors.

As you may see, assessing each the content material and technical facets of your web site will open up alternatives to drastically enhance the site visitors and conversions your web site generates.

Now that what a web site audit is and why it is best to do one, let’s take a look at how to conduct one.

1. Run Your Website URL via a Site Audit Tool

Before you get began, you will need to discover a web site auditing software that may aid you analyze how your web site is performing. When you utilize website audit software program to run your website via, you will get particular suggestions and take a look at how your web page is performing.

2. Find Technical Errors

Once you’ve got put your website via an auditing software, you will need to search for technical errors. These may very well be associated to efficiency, SEO, cell, safety, and more. The technical website construction and setup of your website play a giant position in how effectively your web site performs for purchasers.

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3. Identify SEO Problems

Now, you will need to take a look at SEO-related points so you may enhance your rating on search engines like google. This would possibly imply taking a look at meta descriptions, reviewing picture alt textual content, and more.

4. Analyze Design and UX

One of the issues I like to search for when conducting a web site audit is the person expertise. How is that this design working in your clients? Some software program has heatmaps of what elements of your design draw probably the most consideration and what customers are studying. This sort of study will let you know the way the general design and person expertise are impacting your guests.

5. Assess Website Content

An internet site audit will aid you assess web site content material together with blogs, web site pages, and many others. You’ll need to understand how your present pages are stacking up. Ask your self, “Is my content ranking well in search engines?” and “Is my on-page SEO and performance aligned with my traffic numbers?”

6. Generate a Checklist of All Site Issues and Recommended Fixes

Lastly, once you’re conducting a web site audit, it is essential to have a place the place you set a abstract of all of your findings. List out the location points and really useful fixes, so to ship that data to the suitable groups.

Now let’s dive in even more particularly so what to be checking for on this web site audit.

Assessments to Make When Auditing Your Website

But first, enter your web site into HubSpot’s Website Grader — this gives you a common overview of your web site’s strengths so you may gauge your deal with every of the assessments that observe on this article.

HubSpot's website grader

How’d you do? Got an concept of which web site audit advantages you want probably the most? Here we go.

1. Website Performance Assessment

In the primary a part of your web site audit, you ought to be specializing in how customers navigate your web site — out of your homepage to weblog posts, to touchdown pages, and any associated content material in between.

Make a record of the pages in your web site and ask your self the next questions to consider them for optimization alternatives:

Is Your Website Optimized for Maximum Usability?

The more guests you may entice to your web site, the more alternatives you will have to generate leads and, in the end, clients. But provided that your web site performs effectively.

As I’m certain you may think about, simply having a web site doesn’t assure outcomes. As a part of figuring out the general effectivity of your web site, your audit ought to test to make sure that your website is designed together with your guests in thoughts. The design and overall navigability of your website ought to correspond with what a individual would come to the location to search out, corresponding to more data on a business-related matter, assets, product/pricing data, testimonials, and many others. This will largely rely in your particular person enterprise.

The principal objective right here is to make it straightforward for folks to get the knowledge they’re in search of. As a end result, you will seemingly see conversion charges enhance on their very own.

To audit your web site for usability, take into account the next:

  • Are all the primary worth propositions of our enterprise simply accessible by way of our principal navigations/menu gadgets?
  • Do we now have a easy but intuitive web site design and web page format? Make certain pages aren’t too cluttered; suffering from advertisements, CTAs, or hyperlinks; or void of inner hyperlinks altogether.
  • Are your conversion paths and/or purchasing cart or checkout processes intuitive? Are there a ton of distractions alongside the way in which that may very well be creating friction in your website guests?

You may also take into account doing a little person testing with members of your audience to make sure you’re successfully surfacing the content material they’re in search of, and that they discover it straightforward to navigate to the elements of your web site they’re considering.

How Is Your Website’s Overall Speed?

Are there extreme web page sizes and/or lengthy web page load and server response instances? Does your website go down steadily? Site velocity may be impacted when picture recordsdata are too giant or HTML and CSS wants to be cleaned up, all of which might drastically improve your site speed.

Ultimately, fast-loading and optimized pages will lead to increased customer engagement, retention, and conversions. To rapidly test a net web page’s load time, obtain MozBar, a toolbar by Moz that you could connect to your browser for easy web page evaluation each time you go to a web site.

2. SEO Assessment

Optimizing the performance of your website is essential to holding onto guests, however the above query is not the one one you ought to be asking. You must also audit the content material you are publishing to guarantee it is truly fixing your guests’ issues.

Is Your Website Content High Quality?

As you consider your content material for high quality, give it some thought out of your audience’s perspective. Did this data depart me happy? Did it reply all of my questions? Does it give me all of the assets related to this matter? Do I do know what to do subsequent?

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Keep in thoughts high quality content material ought to enchantment to the pursuits, wants, and issues of your buyer personas; be fascinating and well-written, present useful, thorough, and detailed details about a explicit matter; and depart the reader with subsequent steps (corresponding to calls-to-action, hyperlinks to assets, and many others.).

If you are still unsure in case your content material is top of the range, consider it with this guidelines:” How to Tell if Your Marketing Content Is Actually Valuable.”

Is Your Website Search Engine Optimized?

Make certain all of your net pages are following on-page SEO best practices. To audit your content material for on-page SEO, conduct a key phrase evaluation by which you do the next:

  • Consult your analytics to evaluate key phrase efficiency. Which key phrases are providing you with the most important positive aspects in site visitors and leads?
  • Assess how effectively you are factoring key phrase efficiency into your content material technique. How a lot related content material are you including to your web site to goal these key phrases?
  • Review primary on-page SEO components like URLs, web page titles, meta description, and duplicate. Make certain key phrases are included the place related.

To aid you conduct an on-page SEO audit of your content material, read the “Step-by-Step Guide to Flawless On-Page SEO,” which additionally consists of a free downloadable on-page SEO template to preserve you on observe.

3. Conversion Rate Assessment

While high-quality, search engine optimized content material is a wonderful means to enhance your site visitors numbers, it is what occurs as soon as these guests are in your web site that actually counts. Unless after all, you do not care about conversions (ha!).

Is Your Website Optimized for Lead Generation and Conversions?

This is the place optimized calls-to-action (CTAs), advertising and marketing gives, and touchdown pages play a main position within the efficiency of your web site. Not solely do they give you alternatives to seize guests’ data so you may observe up with leads, however additionally they preserve your guests engaged together with your content material and your model.

To audit your web site for optimum conversion potential, ask your self the next questions:

  • How many marketing offers do I’ve in my content material arsenal to gate behind touchdown pages?
  • Do I’ve a number of advertising and marketing gives that enchantment to all my totally different purchaser personas?
  • Do I’ve any touchdown pages/conversion kinds on my web site to start with?
  • How optimized are those landing pages?
  • Do I’ve conversion alternatives for guests in varying stages of the funnel?
  • Am I utilizing calls-to-action successfully? Am I lacking alternatives to embody calls to motion on numerous pages of my web site?

To be taught more about CTA choice, try our submit, ” How to Select the Right CTA for Every Page on Your Website.”

4. Technical Assessment

Once you’ve got addressed the three main targets of a web site audit, it is time to loop in a developer or somebody out of your IT division for a technical analysis. You might additionally rent an out of doors company — simply make certain to do your homework first.

Keep in thoughts that there could also be some carry-over from the three assessments above — web site efficiency, SEO, and conversion charge. The technical analysis, nevertheless, addresses all three to maximize the person expertise (UX).

Here’s what you ought to be in search of within the technical evaluation stage of your web site audit …

Is Your Website Design Responsive?

Does your web site have a responsive design? Meaning, is it a mobile-friendly website? The utilization of smartphones to entry the web is simply rising. As of 2017, cell units account for half of all web page views worldwide. As a end result, web sites should be suitable with that rising demand.

For more on cell compatibility, try our “Ultimate Cheat Sheet for Mastering Mobile Marketing.”

Is Your Website Error Message Free?

Are response code errors popping up throughout your web site the place there should not be any? Calling out 302-, 404-, and 500-level response codes can be helpful to inform customers that one thing’s flawed.

However, having this occur can be a sign that somebody is not cleansing up damaged hyperlinks and, as a end result, main customers to lifeless ends. Find these error messages and clear up your damaged hyperlinks. Tools like Google’s Webmaster Tools or Xenu’s Link Sleuth may be very useful for this.

Are Your Website URLs Optimized?

Does your website have URLs of extreme size due to key phrase stuffing? Do they comprise session IDs and/or embody tons of dynamic parameters? In some instances, these URLs are tough for search engines like google to index and end in decrease clickthrough charges from search outcomes.

Does Your Website Have Too Much Flash or JavaScript?

Identify areas of your navigation which can be solely Flash or JavaScript. Search engines have challenges studying and accessing these, which might stop your website from getting listed.

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Furthermore, these components current issues from a usability perspective. Visitors are sometimes in search of a very particular piece of knowledge when visiting your website; if they’ve to sit via a 10-second visible introduction earlier than they’ll discover your hours of operation, you are going to have a fairly annoyed customer in your palms.

Is Your Site Structure Optimized for Search Engines?

We already talked about website construction because it relates to accessing content material and usefulness for customers, nevertheless it’s additionally essential to make sure that your website construction is perfect for search engines like google. If pages in your website usually are not internally linked to different pages in your website, these pages are much less seemingly to be listed.

Are You Defining How Your Web Pages Are Crawled and Indexed by Search Engines?

This may be completed via numerous strategies that embody the whole lot from robots recordsdata and tags to sitemaps. These measures are a manner for you to information search engines like google towards your web site’s most helpful content material.

Robots Files or Tags

The robots meta tag enables you to make the most of a granular, page-specific method to controlling how a person web page ought to be listed and served to customers in search outcomes. These tags ought to sit within the <head> part of a given web page.

The robots.txt file, alternatively, is a textual content file that enables you to specify how you prefer to your website to be crawled. Before crawling a web site, search engine crawlers will typically request the robots.txt file from a server. Within the robots.txt file, you may embody sections for particular (or all) crawlers with directions (“directives”) that permit them know which elements ought to or shouldn’t be crawled.

Public and XML Sitemaps

Your web site must also have public and XML Sitemap files. The public sitemap is one which customers can entry to evaluate the pages of your website, just like the index of a e-book.

The XML Sitemap is for search engines like google to evaluate pages that get added to your website, multi function place. The typical location of a sitemap.xml file is The XML Sitemap is one thing each web site ought to have; it gives a possibility to inform Google and the opposite search engines like google what pages in your website you need to be crawled and listed.

While search engines like google do not assure they’ll abide by your sitemap, anecdotal proof has confirmed time and time once more that XML Sitemaps assist present insurance coverage that your pages are discovered, and located sooner — particularly in case your sitemap(s) dynamically replace your new net pages.

Are You Defining Canonicalization of Content?

The canonicalization of your web site content material is the ultimate main technical consideration to make. To achieve more management over how your URLs seem in search outcomes, and to reduce points associated to duplicate content material, it is really useful that you just choose a canonical (most popular) URL as the popular model of the web page.

You can point out your choice to Google in a variety of methods. One such manner is to set the Canonical Tag (rel=”canonical”) in an HTTP header of a web page. Be certain to have somebody test that the Canonical Tag is correctly carried out throughout the location by ensuring it factors to the proper web page, and that every page doesn’t point to the homepage.

Website Auditing Checklist

Now, earlier than you get began, you would possibly think about using this primary web site auditing guidelines to make sure you evaluate all the mandatory components of your website’s efficiency, SEO, cell, and safety points.

Website auditing checklist

Website Audit Example

To pull all this collectively, I made a decision to run a web site audit on one in every of my favourite bloggers, Christina Galbato.

This web site is performing effectively. SEO and Mobile are scoring very extremely. The principal areas for enchancment for this website can be efficiency and safety.

website audit example: christina galbato

You is perhaps asking your self, “What does that mean?” Well, let’s dive in a little deeper.

In every part, the web site grader will let what you are doing effectively and what you possibly can enhance on. See the SEO part beneath.

website audit example: christina galbato

Then, the grader provides total suggestions to enhance your website total. As you may see within the instance, you will see a desk to examine your present website to the suggestions.

website audit example: christina galbato

Conducting a Website Audit

It’s essential to set up an audit framework early on. Ask your self questions ideally centered round gauging “How am I doing?” These questions may additionally embody issues like, “How does this compare to others, especially my competitors?”

Editor’s word: This submit was initially revealed in April 2018 and has been up to date for comprehensiveness.

Improve your website with effective technical SEO. Start by conducting this  audit.  

Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.