What Is A Website Audit And Why Is It Necessary In 2016?
Conducting a website audit is beneficial to any business that wants to increase its online presence when it’s paired with a well planned digital marketing service. A site audit will identify problems with website architecture and improve technical site performance.
The website auditing process analyzes user engagement, user experience, traffic, functionality, previously unknown issues, and overall site health and performance.
A complete website audit will look to discover discrepancies that may result in potential Google penalties which can affect ranking on Google’s search engine rankings page (SERP). The audit can also assess how vulnerable the website is to security breaches.
A website audit can be broken down into:
Site Health Audit: This will asses the architecture and usability of a website, and identify potential gaps in content structure, presentation, delivery, technical gaps, and website speed. It will also discover new opportunities for key performance indicators (KPIs).
Website Security Audit: This is one of the most important components of an overall website audit because websites can be vulnerable to security breaches that may compromise the sensitive information of the business or its visitors. The National Small Business Association reported that in 2013, more than 44% of small businesses were targeted by a cyber-attack. The same report explained that handling such an attack can cost a business over $20,000.
Social Media Presence Audit: An active social media presence is important to overall website traffic. A relevant and targeted social media strategy can help drive more qualified leads, increase visibility, and improve engagement. A social media audit analyzes which content channels (blog, video, infographic, copy) perform best.
Conversion Rate Optimization Audit: This facet helps to provide insights on how to better convert website visitors and increase productive leads. The process helps to improve and develop strategic landing pages that motivate a desired response from visitors.
Competitor Website Audit: Exploring a competitor’s website is advantageous for business growth. A business can discover insights and opportunities that it can implement into its own online strategy.
Penalty and Recovery Audit: Completing a penalty or red flag audit helps to discover if the website has been manually or algorithmically penalized. Identifying these penalties can inform a business of why it is being penalized, and present solutions for site recovery.
Duplicate Content Audit: Websites that contain duplicate content confuse search engines. This can cause rankings to suffer, and even result in algorithmic penalization. This is a common issue and can be corrected by an auditor.
What can a business expect after completing a website audit?
A business can expect a summary report that includes discrepancies that have been discovered, and the most effective way to correct them. Conducting regular website audits helps a business stay agile and properly aligned with Google’s best practices.
Website audits are an essential measure to improve the efficiency and visibility of a website. This operation can result in increased Google rank and site traffic, and will improve user experience. A website audit presents a business with an exceptional opportunity for growth online.