Over the last three years, we have noticed a sharp increase in the number of companies who have invested in websites and online stores in a bid to reach out to more customers and increase sales. It is no secret that the digital sphere offers businesses more opportunities for growth than the traditional offline business sphere.
However, it is important to note that having a website is the first step towards becoming a successful online business. You need to carry out a number of tasks such as search engine optimisation, come up with robust digital marketing strategies as well as carry out website audit regularly. The most successful companies not only here in Singapore but also in other parts of the world budget for these and other essential tasks every month to ensure that they continue to stay ahead of the curve.
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Today, we will discuss what a website audit is, why it is essential, and how to choose the best website audit tool.
What is a Website Audit Report?
Simply put, a website audience is an in-depth and complete analysis of every aspect of your site to determine if it conforms to the set Google guidelines. The audit all the factors that directly or indirectly affect the website’s visibility to search engines, usability, and efficiency are evaluated and presented in a report.
Let us look at some of the primary aspects of a website that are included in a website audit report.
Page Load Speed
Research has proven that website whose pages take more than three seconds to load receive low traffic as compared to sites that load quickly. Based on this fact, it is imperative to work on your website’s load time to avoid chasing potential customers to your competitors. It is also important to note that this is one of the factors that search engines such as Google use to rank sites.
Below is a list of five things that you can do to boost page load speed.
- Reduce server response time
- Lower HTTP requests
- Enable compression
- Allow browser caching
- Make sure that all images are correctly optimized
- Reduce the number of redirects
- Cut down on the number of plugins installed on your site
- Make sure that the above-the-fold (content on top of the page) loads faster even if the other sections of the page take more time to load
Thanks to increased smartphone penetration in the country, most people rely on mobile devices to access websites. In 2016, the number of searches done using mobile devices exceeded the desktop searches. Therefore, making sure that your website is mobile friendly, that is, users can use their mobile devices to access all sections of the site; will position your business for success. A reliable website audit tool will detect if your site is mobile friendly and provide recommendations.
Social Media Presence
According to research done in 2016, more than 3.3 million Singaporeans are active in one or more social media sites. This number is expected to exceed 3.6 million by 2021. We have noticed a sharp increase in the number of local and international companies based on the country who use social media sites such as Facebook and Instagram to market their products and services.
One of the benefits of social media marketing is that is affordable as compared to other digital marketing strategies. More importantly, it is more efficient since one post has the potential of being seen by millions of people across the globe thereby boost your brand awareness efforts.
Many SEO agencies are the idea that you should include the primary keyword that you are trying to rank for in your site URL. This move will give search engines an idea of what your site is all about even before they start to crawl the pages.
A site audit will let you know if the exact keyword you are targeting has been incorporated into the URL and if it is SEO friendly. It also goes an extra mile to check if there are unnecessary symbols in the URL such as underscore that could affect your on-site SEO.
Images have a direct impact on page load time and SEO. Unknown to most people is that images need to be correctly optimized to promote on-page SEO. A website audit involves a comprehensive analysis of all images on the site to determine if they are properly structured. Here are some of the factors that are considered in the analysis.
- ALT tag in every image
- Inclusion of the exact keyword in the alt tag
- Inclusion of the exact keyword in the image file name
Concisely, every image should have its own alt tag, and the exact keyword should be included in this tag. In addition, the keyword should be in the image file name.
Headings help to organize the content and make it easy for the audience to read it. H1, H2, H3 are effective in organizing content and making it look professional. It is also important to include the exact keyword in the headings to boost on-page SEO. The website audit will check if these heading tags have been used properly on every page.
As the name suggests, a copy analysis entails checking if the content on a page is in line with the set guidelines. For example, the homepage should have at least 2000 words or more, and the target keyword should be used in the first 100 words as well as sprinkled in other sections of the page sparingly.
In addition, the exact keyword should be included in the anchor text and the link to the page added to the sitemap.html. All this information will be presented in the report alongside recommendations to assist you make the necessary changes.
Page Link Analysis & Root Domain Link Analysis
Outbound and inbound links are two of the strongest ranking signals. You should strive to get as many links from other websites related to your niche linking to the site. You should also have a proper internal linking structure to assist search engines and users to browse the pages blissfully.
During the website audit, a comprehensive page link analysis is done to determine the number of links a particular page has accrued from other sites as well as unique domains. Other factors that are also considered during the analysis include:
- MozTrust page score
- MozRank page score
- Moz Page Authority
Root domain link analysis also checks the above factors and provides recommendations that you can heed to improve your site SEO.
Now that you know what is a website audit and what it encompasses let us look at five primary factors that you need to consider when selecting a website audit tool.
One of your primary objectives when optimising your website should be to ensure that it is crawlable by the various search engines. The ideal audit tool should have the ability to identify a robot.txt file and the sitemap. It should also be able to give you an accurate number of pages that have already been indexed as well as check for duplicate content.
The ranking of various target keywords has a direct impact on on-site SEO. Therefore, it is recommended to choose a tool that can carry out a comprehensive keyword analysis and generate an easy to understand report to assist you to make the necessary changes.
Concisely, it should be able to monitor progress over time as well as compare your keyword efforts with your competitors to give you an upper hand in your niche. On average, the tool should be able to track a minimum of 250 keywords.
Usability matters regardless of the niche or the website. It is imperative to make sure that the site is accessible on not only desktop but also mobile devices. Users should also be able to access it using various browsers. Choose a tool that can analyse the site and provide this data to steer your brand in the right direction.
On-Site Titles and Descriptions
Descriptions and titles are two of the most important elements of any website as they help keep the content in perspective. The titles are unique for every page on your website, and their uniqueness is hinged on the quality of the keywords that you want to rank for online. Users should get an idea of what your site is all about by checking the title.
The right website audit tool will check all the titles and descriptions for keywords and let you know if you need to tweak them. For instance, the meta description should not exceed 160 characters.
As mentioned earlier in this guide, mobile-friendly sites get more traffic than their counterparts do since most people use mobile devices to browse the internet. In fact, mobile responsiveness is one of the primary factors that Google uses rank websites.
Choose a website audit tool that will check if your website is mobile friendly. Some of the factors that it should evaluate include:
- Visibility: Is the site visible on all mobile devices and browsers
- Site Speed
- Touch sensitivity: If your site has specific tapping targets, the tool should be able to check if they are responsive
A comprehensive website audit will give you a clear perspective of your site and ensure that all your SEO and digital marketing strategies deliver the expected results. We have worked smart to create a reliable, accurate and easy to use website audit tool that you can use for this purpose. The audit takes approximately 15 minutes, and the report will be sent to your email address instantly. Try it out today by clicking here.
What are the areas you need to check on doing SEO Website Audit
– Mobile Friendliness
– Social Media Presence
– Site URL
– Image Analysis
– Heading Tags
– Copy Analysis
– Technical Features
– Keyword Analysis
– Usability Data
– Mobile Optimisation