As businesses are investing more and more in SEO, the expectation of seeing results is increasing. A recent survey in Search Engine Journal shows that 22% of clients want to see traffic increase as a result of SEO work. This puts a lot of pressure on marketers to deliver.
So how can SEO professionals optimize and get faster results?
BrainLabs has created a website audit framework to help solve this problem. This audit reviews the current state of a website to find key areas of growth opportunities within the search landscape. It exposes the short-term and long-term opportunities and information needed to create a solid search strategy.
Maturity audit in 6 steps
The audit framework consists of 6 areas, which are detailed below or click on the banner to hear more on our webinar:
1. Technical compliance
It is essential to follow the search engine’s technical guidelines to ensure that the content and most important pages are shown to the target audience. Like many SEO technical audits, it examines important areas such as ranking blockers, indexation, and site speed. The results of this section help to understand the issues that prevent the website from being indexed and visible in SERPs.y through third party cookies (these cookies have now been deleted in major browsers like Safari and Firefox and will be removed from Chrome in 2023). These cookies are used to feature conversions across multiple ad interactions and to enable targeting of these customers across the web.
2. Solve SEO problemsacking
Effective tracking not only helps us determine how well a site is performing, it also helps us identify problems and predict future performance. Using this framework, we examine current website tracking and ask some important questions:
Are we tracking all pages across the site in Google Analytics?
Are we tracking conversions in an effective way?
Do we have plans to develop tracking over time?
The answers to these questions help us determine if our data collection is useful as well as new or missed opportunities that we can track and report.
Benchmarking performance against competitors helps determine the size of the opportunity and whether we are under threat. Framework looks at how popular our brand is compared to top market competitors in the search landscape. It compares non-branded rankings with search competitors, which may differ from competing brands in the market. The results can help you build a strong strategy to compete within the search landscape.
4. Link profile
While relevance is important in search, poor link profiles can hamper performance. It is especially important to know if a website link can be penalized for spam. This section analyzes the number of links pointing to the site and the strength of those links. It compares the chances of linking linked profiles with major competitors. Finally, the audit checks for “spammy” links to determine if the site is at risk of penalties.
5. On-site content
The only way we can get traffic and results is by creating targeted content. Once we know that we’re targeting the right search objectives, we need to make sure we’re creating content to meet those searches. This section shows how often new content is posted on the site. It determines where the traffic and conversions are coming from, whether it is different parts of the content or whether we rely too heavily on a small number of pages. It helps determine future content strategies and internal linking.
6. Opportunity to search
It is important to have a mechanism for identifying opportunities so that you can actively promote the website. This section helps determine and prioritize the searches you want to target We examine keyword targeting and mapping, as well as conversion paths, to measure current success. From there, we can determine potential opportunities based on research that we think we should attend to.
Creating a search strategy with your results
The results of this audit can reveal key opportunities and help inform a solid search strategy. It currently prioritizes work and timelines depending on how each of the six departments works. You can use data and insights to support planned actions and set you up for success.