Nowadays, website audits are no longer some optional addition to the business arsenal.
You can think of it as the act of going over your site with a fine-tooth comb. This process unveils potential red flags, which are highly detrimental to your online efforts.
You can’t afford to overlook it for three basic reasons. The competition is fierce, user expectations too high, and search engines more demanding than ever before.
To navigate this challenging landscape, you cannot rely on a hunch. There are always ways to enhance your online presence, but you can’t mend what you don’t know is broken. You have to run tests over and over again.
This is a way to boost technical performance and retain traffic, too.
So, if you really mean business, you better pay close attention. Here is how to figure out what works and what doesn’t without a shadow of a doubt.
Pivotal Role of a Website Audit
In today’s digital world, data-backed approaches are gaining traction left and right.
Audits are at the epicentre of this development and fuel enterprise search engine optimisation (SEO) strategies. They are a complete performance overview and online roadmap in one package.
How come they became so important?
Well, people won’t find your site just because it exists. What is more, they aren’t likely to stay around unless everything is working like a charm. This is to say you have to take active measures to provide a swell user experience (UX).
Secondly, an audit supplies you with invaluable knowledge. For instance, you can observe how many people come to your site and how much time they spent. Data points such as these are telltale signs of how well you’re holding up.
High bounce rates would certainly indicate you’ve wandered off the right source. On the other hand, low visitor streams suggest your SEO tactics are inadequate.
In more general terms, the audit-generated pool of insights informs your online strategies and tactics. You are able to better allocate resources, play to your strengths, and achieve more savings.
We probably don’t have to explain how vital these things are. And the good news is there’s no shortage of online tools and apps you can utilise to see the audit through.
All Systems Go
Web audit uncovers faults with web architecture and a bunch of other problems.
Most often, it focuses on the following areas:
- Site Health
- User engagement
- Technical performance
Site health audit evaluates components of web architecture and potential usability issues. The list includes technical deficiencies, poor content structure, and slow loading speed. These things all hurt overall health, as well as key performance indicators (KPIs).
Speaking of which, you can go an extra mile and conduct a conversion rate optimisation audit. You basically pinpoint how and where conversions occur. You gain a clear idea of how to fine-tune your landing pages and lead magnets like calls-to-action (CTA).
Moving on, UX problems are closely related facet of the audit. They make or break user journeys through the site and across devices (keep an eye on mobile-friendliness!). Solving them leads to desired visitor behaviour and greater engagement.
As for SEO audits, they pick up on issues hampering your organic prospects. Namely, they shed light on risks associated with algorithmic penalties that demote you in Search Engine Result Pages (SERPs). They prevent you from driving more traffic and bringing in a lot of new leads.
Finally, the security audit pinpoints weak links and vulnerabilities in your cyberdefense perimeter. It enables you to ward off security breaches and other threats. In particular, you want to be able to preserve the integrity of consumer data and other sensitive information.
Applying Finishing Touches
After completing an audit, you have a full summary of discrepancies in front of you.
This means you’re well-positioned to make strides toward online prominence.
But, the key is to promptly act upon findings and insights. The scope of the challenge ahead may seem overwhelming, so take a deep breath and get your priorities straight.
You probably want to start from on-page elements. They are among the easiest to detect/fix and tend to be most visible to users.
Some of the most common problems involve:
- Non-existent or bad sitemap
- Duplicate and outdated content
- Irrelevant keywords and keyword overstuffing
- Redundant CSS and HTLM code
- Overly long titles
- Broken internal and external links
- Invalid metadata
- Complicated URL structure
The list is non-conclusive and your job is never truly done. Like it or not, in order to improve you have to change. And if you manage to change often, you’ll eventually perfect the craft.
Thus, make sure to carry out audits periodically. Notice the frequency depends on the type of audit. Full SEO analysis, for instance, typically takes place once a year and is performed by professionals.
Coupled with constant tracking, these audits will supercharge your site. You’ll be able to tap into growth and revenue-generating opportunities out there.
Oh, and don’t hesitate to seek external aid wherever you lack the know-how. There’s a bunch of technicalities you may not be able to sort out on your own.
Master the Art of Tweaking
Benefits that stem from website audits are many and varied.
They are nothing of a game-changer, shaping your ability to operate profitably. So, make an effort to arm yourself with knowledge and plug the gaping holes threatening to swallow your budget.
Adhere to Google best practices and security standards. Weed out any technical issues that impede performance. Draw people in with amazing UX design.
Bear in mind all optimisations are ongoing projects. They entail maintaining constant feedback loops and growing from your mistakes. We know this is a lot to handle but keep at it.
The data-powered approach will pay dividends in the long-term. It conserves your precious resources and improves your bottom line in on stroke.
Feel free to contact us in case you seek more expert advice. We can help you get ahead of the digital marketing game and meet your business goals.