SEO Audit Guide for Singapore Marketers

seo audit tool for singapore marketers

Why Do An SEO Audit

Google keeps changing its guidelines; failing to conform to them can result in a hefty penalty such as your site being delisted from search engine results pages. You can avoid such issues by using our trusted and reliable seo audit tool. We have tailored it to check every aspect of your site that Google uses to determine if it is worth a spot on the first page. It also goes an extra mile to check other factors that directly affect its usability and ability to convert visitors into customers. Check it out here.

 

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When it comes to creating a website, there is no shortage of options available to Singapore business owners. There are more drag and drop website builders online than one can count. And each promises that you can build your own business in under an hour. There are also countless amounts of professional developers and designers who are ready and waiting to code for you.

No matter which option you choose, DIY or working with a professional, you must always be aware of your SEO marketing. More specifically, you should be prepared to invest some time into a regular SEO audit. Here are a few things that you or your SEO consultant should investigate when performing SEO audit.

Speed

When it comes to waiting for a website to load, people’s patience is rather short. In fact, if your page doesn’t load within 2 seconds, your visitors will likely leave. And this is why Google takes speed so seriously–it’s one of its most important SEO ranking factors. Luckily, there are tools like GTMetrix and Pingdom that give you the ability to analyse your speed as well as figure out what’s slowing it down.

Image Tags

Images can really liven up your website and give it personality. However, it’s important to keep in mind that bots don’t “see” images. So the only way to make it clear that you have images present on your site is to include image tags. By providing ALT tags and great descriptions you make it easier for the search spiders to crawl and index your page. And this optimises your images for search. Just make sure that your descriptions and tags read as natural as possible and are not stuffed with your keywords.

Long Tail Keywords

Most Singapore business owners understand the importance of optimising their websites for their keywords. However, many struggle to understand the significance of using long-tail keywords. You see, in most cases, searchers aren’t simply typing your keyword into the search engine, they’re putting in variations of it.

So use SEMRush to find out what your audience is looking for. This tools will provide reports about your search and traffic volumes, related keywords, trends, and your competitor’s data. You should couple this tool with Google Analytics and your email marketing platform. This gives you a more comprehensive view of everything that is taking place.

Local SEO

If you own a brick-and-mortar business, then it’s crucial that you work on your local SEO. Before your customers ever visit your store, most will Google your address, hours of operation or phone number. You can find out how optimised you are for local search by using Moz Local. If you notice that there are directories on which you are not listed, then you need to create profiles for them as soon as you can. Include your name, address, and phone number, also referred to as your NAP.

XML Sitemap

Would you like for Google to know exactly which of your pages need to be indexed as well as which pages hold the most value? Well, you need an XML sitemap. Not only does this help the search engines make sense of your website, but it can also be useful to visitors when they aren’t able to find what they need. Just make sure that you also have an HTML version so that humans can read it as well.

Robots.txt

Not only should you tell Google what should be indexed, but you should also tell the search engine what should not be indexed.This is especially the case if you are someone who hosts internal data on your domain name and don’t want it to be visible to your visitors. In most cases, a “disallow” command may be enough to block the bots, however, there is a chance that other sites linking to the URL may make it visible.   

301 Redirects

If you have ever moved your content to a new URL and want all of your link authority to be passed to the new URL, then you need a 301 redirect. This sends all of the traffic that would have gone to the old URL to the new one. You should also use a 301 redirect when the content has been moved entirely.

If you want to get the most out of your SEO strategy, then regular SEO audits are essential. Here are just a few things you should be on the lookout for.  A few tweaks can make a huge difference.

Mobile SEO Auditing

With the rise of mobile-first indexing, Singapore businesses are starting to realise that optimising their website for mobile search is not an option. When you consider that over 50% of searchers use their mobile devices to search online, mobile SEO is a must. And this process involves more than simply making sure that your site is mobile friendly. It often involves doing a complete mobile audit. Here are a few key components Singapore business owners should consider when performing their audit.

For years now, website owners have been encouraged to create better mobile experiences for their users. And those who took Google’s advice were often rewarded with more traffic and higher rankings. However, when Google finally announced that it was officially mobile-first indexing, it signalled that a functional and responsive mobile website is no longer an option. The experience you provide on mobile will determine how much visibility your site gets. A mobile audit is a crucial part of ensuring that your SEO strategy goes smoothly.

Mobile keyword research

One of the key difference between mobile and desktop is the way in which users perform their search. In most cases, mobile users tend to type in shorter, less wordy, search terms. Searchers are usually more interested in businesses that are local because these users are typically on the move. Mobile search has also opened the door to voice search. For the sake of convenience, users are starting to speak their searches. In which case, their search phrases are more conversational and natural than desktop search queries.

What to keep in mind:

The best way to find out which keyword searchers users are performing is to use Google Search Console. Take a look at ‘Search Analytics’ and then select ‘mobile.’ Though this information may not be comprehensive, it can act as a guide and can be a source of inspiration.

Google Search Console

Not only can you use Google Search Console to find out which keywords users are using, this tool can also be helpful when it comes to checking for possible errors. More specifically, it can help you to check for crawl errors. The process is pretty straightforward.

What to keep in mind:

Check for mobile crawl errors by going to ‘Crawl Errors’ and selecting the ‘Smartphone.’ Use the ‘Fetch as Google’ section in order to Fetch and Render on both mobile and desktop. Identify all of the larger errors by viewing your resulting and learn how the search engine crawlers view your website.

If you would like to find out which of your pages has usability issues, then take a look at the ‘Mobile Usability’ report. It will let you know more about the nature of your problems. Many experts are unsure about whether or not it’s a good idea to submit a mobile XML sitemap to the Search Console. The only time a separate XML map will be necessary is if your desktop and mobile are two separate versions of your site. In this case, you need to make sure that your redirects are working properly.

Speed

It’s widely understood that the speed of your website can have a tremendous effect on how Google ranks your website. And this elements takes on even greater significance when it comes to the mobile version of your website. This is because mobile devices don’t have as much power and users are often relying on their mobile data.

What to keep in mind:

Take a look at Google’s PageSpeed Insights. This tool will give you a complete list of recommendations of how you can improve your speed on mobile. If you’re having a hard time with your speed, then consider using the Accelerate Mobile Pages, or AMP, plugin. This tool is a collaboration between Twitter and Google and the goal is to quickly optimise mobile pages.

User experience and design

If you would like to deliver a world-class user experience, you should work to make sure that you implement a design that is responsive–one that works seamlessly across various types of devices. It might even be worth considering a design that is mobile-first since this is how the majority of users will be accessing and viewing your website.

What to keep in mind:

There are several things that you can do to ensure that your site is mobile-friendly. For instance, you need to make that the navigation is smooth and intuitive. Think about the users who have larger thumbs and small phones. Make sure that your most important information is positioned above the fold and is not cut off in the middle of the page.

Try to avoid pop-ups as they can be frustrating to the user and they can make your page load more slowly. This is also the case when it comes to Flash. Flash tends to cause issues with loading on mobile phones. If you add videos to your website, make sure that they adapt to phone screens of all sizes. It’s a good idea to use HTML5 video player.

No matter what changes you make, always do a series of tests to make sure that users have an excellent experience on all devices. This means that you should test your website on both Android and iOS as well as several different tablets. You should also cover as many browsers as possible. Ultimately, you need to make sure that your desktop and mobile designs look similar and are consistent.

Content

It can be somewhat of a challenge to figure out exactly how much content you should feature on your site. While long-form content has gained a reputation for being an extremely valuable asset to your digital marketing plan, this school of thought translates differently when it comes to mobile. Mobile users need smaller volumes of content.

What to keep in mind:

When crafting your content, make sure to avoid being overly wordy, especially on your most important pages. Save all of your long-form content for your blog posts. This isn’t to say that you should create skimpy content for the rest of your site. The rest of your site needs to feature copy that is informative and valuable–content that helps you rank. Include all of your key information in the first couple of paragraphs so that your mobile visitors can easily and quickly access what they need.

Singapore business owners need to focus on creating a balance. A good indicator of whether or not the content is too long is your bounce rate. If you notice that your visitors are spending a significant amount of time on a certain page, then you should keep the content as is. However, if you notice that your bounce rate is high, then it’s time to make a few changes.

Tracking and Reporting

Another key part of a mobile SEO audit is tracking and reporting. This data will help you to ensure that you are making decisions that are informed. Always be aware of how much mobile traffic you’re getting as opposed to how much desktop traffic your site is getting. Always monitor mobile user behaviour. Keep a close eye on your bounce rate. All of these metrics can provide more insight into what you can do to create a better mobile experience.

SEO Audit Tools

Use this SEO audit tool to quickly check why your website rankings are not doing well in Google.com.sg or Yahoo! or Bing. This SEO audit tool is free for you to use courtesy of MediaOne, the top SEO Singapore based agency. By simply fixing some basic website errors you can already get improved rankings in weeks.

Google keeps changing its guidelines; failing to conform to them can result in a hefty penalty such as your site being delisted from search engine results pages. You can avoid such issues by using our trusted and reliable website audit tool. We have tailored it to check every aspect of your site that Google uses to determine if it is worth a spot on the first page. It also goes an extra mile to check other factors that directly affect its usability and ability to convert visitors into customers. Check it out here.

Here are ten reasons why you should consider conducting a website audit today.

Improve Mobile Friendliness

Numerous studies have proven that the number of people who use mobile devices to access the internet has surpassed those who still rely on desktop and laptops to browse the internet. It is imperative to make sure that your site is mobile responsive to adapt to this new trend.

A website audit will help you to know if your site is mobile friendly by checking various parameters such as its accessibility on different browsers and mobile devices. The tool will also check if the touch points are as responsive as they should be to ensure that you get maximum ROI from your SEO and digital marketing services.

Identify Problems in the Content

Apart from proper coding, content plays a vital role in informing your website visitors about your products and services. It is important to make sure that the content is upbeat to continue converting regular visitors who land on your site into buying customers.

A comprehensive website audit will check the quality, structure, and organization of all the content on your website and provide a report with recommendations of what should be done to improve the content. For example, the tool may identify broken links and provide tips on how to enhance the overall accessibility of the site.

By addressing the content issues identified, you will significantly boost your website’s search value, improve usability, and make it more user-friendly.

Monitor Competitors

Competition is one of the things that every business has to deal with regardless of the industry and location. In the digital sphere, competition for audience and customers is cutthroat. Only brands that have a robust mechanism of staying ahead of the curve succeed.

A website audit tool can help you to monitor your competitors discreetly to know what they are doing to rank better on various search engines. It can help you to know the specific keywords that a competitor is using to rank. With all this information, you will be able to come up with better digital marketing strategies that will position your brand for success.

Identify Content Repurposing Areas

The first thing to note is that visitor loyalty, website usability, and search ranking is largely dependent on the quality and value of information that you offer. A website audit tool that not only focuses on the structure of the site but also the content will help you to identify content that can be repurposed to suit the current needs of interests of the audience. That way, you do not have to spend time and money creating brand new blogs and guides.

Note that repurposing goes beyond rewording an article or blog – it involves incorporating valuable information in the blog to address the needs of the target audience better.

Enhance Your Site Organic Search Visibility

The top-rated businesses in Singapore have ongoing strategies that are geared towards maintaining high organic search visibility. A robust website audit tool can help you to achieve this goal by helping you to know how well you are ranking for various keywords. By studying the SEO report, you will be able to make an informed decision on which keywords to drop and which ones you need to use more in your blogs. You could also include the keywords in your search engine marketing campaign to get even more results.

Improve On-Page SEO

On-page SEO refers to all the strategies or things that you do on your website pages to ensure that they are crawled and indexed by search engines. Some of the on-page SEO tactics include:

  • Ensuring that the URL is properly structured
  • Including the keyword in the page title and headers
  • Optimizing the images
  • Revising the call-to-action to make it more compelling
  • Ensuring that the content is 100% unique and keyword optimized
  • Creating stellar meta descriptions that don’t exceed 160 characters

Trying to check these and other on-page SEO requirements manually can be a time-consuming and tedious task. You can jump this hurdle by using a website audit tool. This tool will check if all on-page SEO aspects are correct if not, it will pinpoint the errors and give you recommendations on what you need to do.

Boost Usability

Usability will determine whether a potential customer will proceed and place an order or move to your competitors. Functionality and design are two of the main factors that directly affect a site’s usability. However, there are other factors that you need to put into consideration such as proper internal linking.

If your website has hundreds of pages, checking if all the internal links are correct can be stressful and tedious. Luckily, an advanced website audit tool that is designed with the interests and needs of the users in mind can identify all the errors and list them in a report.

Get a Clear Perspective of your Site SEO

Sure, there are very many site components that have to be worked on when optimizing a site for users and search engines. Nevertheless, how do you know that you are headed in the right direction if you do not take time to look at the progress and strides that you have made so far?

A website audit tool can help you to know if you are moving in the right direction by grading your website SEO. A high score means that your website is optimized correctly. Details of the specific things that need to be done on the site to make improve its SEO score are listed in the report. No more guesswork!

Insights on Social Media Marketing

Social media has proven to be one of the most powerful platforms for digital marketing. More businesses in Singapore have started to embrace social media marketing because more than 3.3 million Singaporeans are active in one or more networking sites.

Creating robust social media marketing strategies can help you to leverage these platforms, but you need to monitor each campaign to know if you are headed in the right direction. A website audit will not only help you to identify flaws in your content and overall structure of your site, but also give you insights about your presence on various social media platforms such as Facebook, Instagram, and Twitter. This information will help you to know the specific areas of the campaign that you need to improve on to get better results.

Clear Perspective on your Backlinking Profile

Backlinks are one of the primary factors that search engines rely on whey ranking and determining the relevance of websites. Sites that have many sites linking back to them rank high as compared to their counterparts. You should strive to get as many legit backlinks from websites that are related to your niche as possible to get to the top.

Knowing the number of backlinks that your website has accrued overtime is not an easy task. Thankfully, a website audit tool can assist you by indicating the exact number of inbound and outbound links associated with your site. It also goes an extra mile to give you value information related to your domain such as MozTrust page score, MozRank page score, and Moz page Authority.

Guide on How to Improve Information Structure

Having valuable content on the website may not translate into high traffic and sales if it is not accessible to the target audience. A website audit report will act as a guide on how to improve the structure of the information that you present on your website. The improvements will make it easy for prospects to find the content and cushion you from applying blackhat vices such as keyword stuffing. For instance, the report will include a graph that shows the number of times the various keywords have been used.

Concisely, the audit will give you insights on how to present information to the target audience in a way that it spurs engagement and motivates them to explore the other sections of your website. Note that the longer a prospect stays on your site, the more chances you will have to convince them to convert.

Still not convinced why SEO auditing is important? Check out this video:

Final Thoughts

Indeed, it is essential to schedule a monthly or biweekly website audit to ensure that your website is in perfect shape. Be sure to interpret the audit report correctly and apply the recommendations to enhance your site. If you are not sure how to make a particular change, don’t shy away from asking for assistance to avoid jeopardising the entire website.

Contact MediaOne – Singapore’s TOP SEO and Digital Marketing Agency for a FREE Consultation Today!

Call 6789 9852 or Email enquiry@mm.com.sg

Author Bio

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.
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May 18, 2018

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