A website audit helps review the page performance before extensive search engine optimization (SEO) or a website redesign. By doing an audit of your website, you can find out if it is optimized to meet your traffic goals and learn how you can make improvements to it to do so. Website audits are especially beneficial in eCommerce marketing as they allow businesses to keep a track of crucial analytics and run seamless campaigns.
Let's discuss some of the various types of audits you can conduct before getting into why it is beneficial to audit your website once in a while. Here are a few audits that marketers frequently conduct.
Kinds of Website Audits
eCommerce brands must know several crucial details of their business. This information can include the product catalog, number of sales, inventory, etc. This is where website audits come into play. There are numerous varieties of website audits, including:
Competitive Website Audit
A competitive website audit keeps tabs on your rivals' online tactics to show you what business prospects your brand might be overlooking. In essence, a competitive audit enables you to identify what strategies are effective for rival companies in your industry so you can apply those strategies to your own business.
Start by conducting a SWOT analysis on a website belonging to a rival. You track the website's strengths, weaknesses, opportunities, and threats in a SWOT analysis. A benefit can be that their website is easier to use than yours. Their website's slower page load times can be one of its weaknesses. Opportunities might include things or resources missing from their website that you can add to improve yours.
SEO Link Audit
This audit examines the backlinks leading to your website to look for any potential problems or opportunities. It optimizes your site to rank for your desired keywords by examining your links.
Link audits look at the domain, anchor text, and URL source to determine whether or not value and equity are transferred to your page. This determines whether a link is improving or decreasing the visibility of your website in SERPs. Links from authoritative websites have a lot more weight compared to links from smaller, lesser-known websites.
Gathering all of your link data is the first step in performing an SEO link audit. Using Google Search Console, enter your domain and select "Links to Your Site" from the "Search Traffic" menu.
There you can create a link audit spreadsheet and get the most recent links. Following that, you manually assess your links by taking into account elements like anchor text, IP address, and page content.
Lead Conversion Optimization Audit
A lead conversion optimization audit examines the potential and problems related to conversion on a website.
This audit lets you examine how and from where traffic to your website is coming. For Lead Conversion Optimization Audit, Google Analytics is a great tool. You can better understand your audience's behavior and tailor your site's content to meet their demands by understanding the primary source of your traffic.
Social Media Audit
Social media can also affect how well your brand performs online. A social media audit is crucial if your social media presence isn't driving more visitors to your website.
Make a list of all your business social media accounts to begin the audit. Make an extra effort to find any you are unaware of, such as accounts started by specific departments, to ensure you don't overlook them. Next, check each social channel to see if it follows the company's branding guidelines and uses the same graphics, logo, tone of voice, etc.
SEO Website Audits
An SEO website audit assesses every factor that can affect how well your site performs on search engine results pages, in contrast to an SEO link audit, which examines the links connected to your website.
Links are part of SEO Website Audits, but they also comprise assessments like keyword usage, content, metadata, page speed, user experience, and video optimization.
Benefits of Website Audits
Enhances Website Performance
Website audits, like the ones mentioned above, typically assess a site's technical efficiency and content.
An audit will therefore help you check the stability of the technological foundation and infrastructure of your website. Additionally, it will assess how user-friendly your website is to search engines and how simple it is for consumers to obtain the information they need.
Optimization for search engines
A website audit will help you find any overlooked SEO possibilities and correct any inaccurate or improperly implemented SEO problems (such as keyword stuffing, exact match anchor text links, etc.) in the text of your website.
It will enable you to shift your SEO strategy and prioritize the customers over search engines. This will protect you from always chasing after modifications to search ranking algorithms, so you won't engage in questionable tactics to rank well on search engine results pages (SERPs).
Conversion Rate Optimization
You can reassess your website's performance in terms of lead generation and conversion via website audits.
This allows you to include any pertinent CTAs, and spot any previously unnoticed opportunities to convert visitors into leads. You'll also be able to spot any flaws in your landing pages so that you can improve them to increase conversions.
Market Research
You can evaluate your website by comparing it to your rivals by doing a website audit. By comparing your keyword rankings to those of your rivals, you might identify potential sources of income.
Using several website grading tools, you can also learn how your competitors are attracting visitors and gaining conversions.
Conclusion
Everyone is aware of the importance of website audits to maintain your SEO, attract qualified traffic, and turn that traffic into paying clients. The best approaches, competition, market trends, and search engine algorithms change frequently. You should update your website and adhere to these modifications if you want to succeed online.
You can also utilize website audit solutions available on the market to streamline the auditing process. This will assist you in optimizing your web pages to boost conversion rates and your SEO ranking.
Anup Mehrotra is the Vice President of Sales, Marketing & Partnerships for Envision eCommerce and Netsmartz. Envision eCommerce is a renowned eCommerce development firm and Adobe Silver Solutions Partner. His expertise in building strategic partnerships, software product/service marketing, and demand/lead generation is focused on helping budding entrepreneurs build quality products fast. In his leisure time, he likes to read and write about software development and marketing.
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