SEO Auditing Your Website

SEO Auditing Your Website image.

SEO Health Check

When it comes to websites and effectively marketing your website, it is important to keep up with the latest trends and changes in the industry so that your website doesn’t get left behind in the search results. Google updates its algorithm a few times a year with many sites falling foul of latest updates to do with link building and quality control.

A site ‘health check’ is as important to your online business as a medical or dental check up is to your health and should be reviewed at a minimum of every six months.

A good website audit should flag up areas of improvement or concern, as well as making it clear what marketing features are working well as that you can carry on and maybe invest more time and money into what is working for you.

Here  I will list a few SEO features that you should check against to make sure you are targeting the correct areas and are not wasting time or money on areas that bring in very little.

Check your URL’s

The structure of the url’s can be significant but often go unnoticed.  A url that contains something like /index.php/page-5 doesn’t mean anything and almost certainly doesn’t contain any of the keywords that you would like the page to be competitive for, plus Google gives more credit to sites that have a short and clear url structure.  There are ways to change this to be more friendly, but how to do this depends on how your site is built.  It is different for a WordPress website than it is for a basic html website.  If you would like us to take a look and see if your url’s can be improved please get in touch via the contact form.

Page Titles And Meta Descriptions

A page title is a very important area of SEO that often gets overlooked, or abused by keyword stuffing.  I wish I had a pound for every time I have seen a page title as ‘Home’ from business owners wondering why their website isn’t as competitive as they would like!

To check your page titles and meta descriptions, visit your webpage and right click, then select view page source (shortcode is cmd+u or ctrl+u in firefox). Near the top of the page will be some code that starts with <title> “This will be the page title” </title> The text inbetween the title tags is what your page title is. Does this reflect your services, or what you want to be found for in Google?
The same process can be used to find the meta description only the beginning code will look like:

<meta name="description" content="This is the meta description" />

The text inside the content area being the meta description. A meta description isn’t used by Google for SEO purposes in determining where your site will appear in the search results, but it will be the description that your potential customers see and decide if they should visit your website or one of your competitors.

The process of changing this again depends on your website platform.   If you would like us to take a look and help with any changes, please get in touch. 01257 429217.

Evaluate Content Consistency And Quality

After checking the top level issues with the website, it’s time to go a little deeper and make sure that the existing content is consistent and quality. Website content should be relevant to the industry in general and to the products or services it is provides in particular. More importantly, it should be easy to read so that site visitors are compelled to share it.

Quality content is achievable with the inclusion of organic keywords, a clear message and a call to action. The website should also have a reasonable code to text ratio, which search engines and spiders use to determine the relevancy of a page.

Although as a ranking factor, it could point out issues with your website — like speed.

Speed!

There is not much more off putting than visiting a website and having to wait an age for it to load! A good website will deliver a webpage within 2 seconds with anything more than that increasing drop off rate to the page and losing customers. There are many website speed tests available for free on the internet and Google analytics has a speed test that also offers recommendations on how to increase the speed of the website. This can include image optimisation, reduction of unnecessary plugins and extensions, minification of css and javascript files and caching.

Increasing the speed of a website can become quite technical so if you are uncomfortable doing it yourself or would like any help or advice please feel free to get in touch with us.

Check your keywords

When starting SEO many times the keywords that are being targeted are ones that the business owner has come up with and is what they think they need to be competitive for. WRONG. More often than not the terms that you use to describe your business or service will not be the same as a person performing a Google search. There tends to be a leaning towards more technical terms, that may be correct, but are unknown or not relatable to the average Google user who may be looking for your services.

Tools such as Google’s free webmaster tools (search console) provide valuable information on what keywords people are actually using to find your website along with the average position that your website appears for when people type these terms in. Keyword planner in the Google Adwords system is also good to start planning a keyword list.

Again, please get in touch with us using the contact form if you need any help or have any questions.