On average, experts suggest that you should populate your blog with new copy two to four times a week to increase traffic to your website. That sounds simple enough, right? After crafting an interesting article three times a week for a whole month, can you be sure that your website’s performance will have improved? This is the crucial point at which you need to conduct a website audit.
As we discussed in the article titled Crafting Content for Maximum Optimization, even the most well-written content can go unnoticed if the correct keywords aren’t used. Through different types of website audits, you can gauge your audience’s interests and determine the type of content you need to include in your copy going forward.
Oxford Languages describes an audit as “An official inspection of an organization’s accounts, typically by an independent body”. In this case, the “account” would be the website. A website audit works in the same way as a business audit, ensuring that you’re not missing any opportunities to make your business flourish. It’s essentially the process of finding out what type of content brings traffic to your website, and how to create more of it in order to make the website more visible.
Due to the nature of the web, there are different ways that content from your website can reach your target audience. The best way is for it to appear on Search Engine Results Pages (SERPs) as an organic search because that means your content is actually answering questions your audience is asking. Another great way is through social media, where millions of people spend their time scrolling through content. Ultimately, you’ll need to create alternate types of content to suit these different needs.
This type of website analysis looks at the factors that affect your website’s performance on SERPs. These factors can include page indexing, keyword usage, and user experience. It’s a way to maintain the overall quality of your website, ensuring that users can actually find your website, and navigate easily once they’re there.
Sharing content from your website on your social media pages helps to drive traffic, and a social media audit helps you to scope the type of content readers engage more with, and whether or not it’s successfully driving traffic to your website. By using a different voice and tone in the captions of your post, you get to analyze which voice your audience relates more to in order to create more of that style of copy.
A competitive audit helps you to get a better feel of the playing field by allowing you to see what your competitors are doing, and how you can take that a step further. This involves analyzing the user interface of their entire website, going through their blogs and social media, and taking note of everything you like or dislike so it’s easier to incorporate or leave it out of your website.
A website may be in need of an audit if there aren’t a lot of people visiting it, or if the content on the page isn’t generating sales. Website auditing can be viewed as a SWOT analysis of your website.
Through analysis of copy and content that is performing better or worse than others, and learning the advantages that the competition has, you create the opportunity to improve the overall performance of the website. It gives you useful insights that can be used when creating copy to improve search engine ranking and social media sharing.
A great advantage to having a professional audit done is that you’ll be able to know how your website fares when compared to your competition. This will offer insights into the target markets that your competitors are marketing to and how they are marketing. It may also help you to find new sources of revenue that might otherwise have been overlooked.
As we’ve explored, ranking in terms of search is necessary to get new eyes on your page and make sure that people are buying your company’s product or service. With an audit, you’ll be able to notice where you’re missing opportunities for SEO and keyword placement. You’ll also have a new perspective on the types of content that your target audience may want to see.
A website audit will provide valuable information into where issues can be fixed before they become the downfall of your website. Identifying these issues will help to improve your conversion in terms of things like page loading times, broken links, and hidden content. This will allow you to understand where your web traffic is being dropped and how to fix that using SEO and other tools.
The “independent body” conducting an audit is essential to guarantee the credibility of website performance data from an unrelated source. Plus, the ideal way to conclude an audit is to provide effective solutions.
TMG Global utilizes the latest SEO tools and resources to effectively align your brand with its digital marketing goals. Our team investigates the strengths and weaknesses of your website to create copy that optimizes your website’s performance.
The General Manager at ZLOS has testified that TMG Global helped to revitalize their brand by providing relevant and creative content using a targeted approach. We can do the same for you. Get in touch with the team to find out how to get your free website content audit, and how TMG Global can help give your innovative brand a voice.
