If you do a search in Google for “SEO audit,” more than half a million results will pop up about this simple two-word phrase – in fact, the first page is filled with nothing but SEO auditing tools and services (from free to paid), along with some basic do-it-yourself “how-to” lists. Clearly, these results are something Google sees as valuable and relevant to the searcher – who doesn’t like a quick fix to a problem, especially when it comes to SEO – but perhaps a better question to ask is why? Why are people searching about SEO audits, and why should you care? (Scroll down past the obligatory/slightly abstract blogging image to find out.)
- You have to stay up-to-date with the times. As Bill Hartzer – cofounder of DFWSEM – succinctly states on his own website, “performing a full search engine optimization audit of your website on a regular basis… is key to maintaining your web presence and maintaining your organic search engine rankings.” From Penguin to Pigeon, Google is always adjusting their algorithms to make sure searchers are getting the most accurate and relevant results. Casey Markee, lead SEO consultant for SearchEngineNews.com, echoed this sentiment in his presentation at this year’s State of Search Conference, by saying that the one constant in SEO is nothing stays the same. In other words, it’s up to you to make sure your site can provide the best results.
- You have to keep your content fresh. The search engines know when you update your site. Googlebots scour the Internet 24/7 to index the latest and greatest pieces of information for their records. Your readers will also notice how often you update your content. The wider the time gaps are between updates, the less authoritative you will look to the search engines, and the less engaged your audience will be.
- You also have to stay consistent. Consistency on your site is an absolute must – and by consistency we don’t mean posting at 7am every Tuesday and Thursday. Consistency means using the same images and messages across your website and social channels. Whether you’re creating a webpage, drafting an email, or composing a tweet, your message must be clear and meaningful to your audience so they know they can trust you.
- You have to keep it clean and simple. Maintaining fresh and consistent content is certainly important, but avoiding duplicate content is equally imperative. Google will penalize any site with repetitious wording or pages, so you have to stay creative when coming up with new information on your website. Beyond that, though, you also have to make sure you don’t unintentionally have duplicate content, whether it’s on your site or on an external page.
- You have to place the customer first. We are undoubtedly living in the most interconnected age in history. Everyone is tapped into the Internet via our phones, tablets, laptops, and desktops – even our televisions are connected online! Your company website is being exposed to the masses in lots of ways, which means that you have to be prepared to give your audience the most streamlined and user-friendly online experience possible.
Time to do that SEO Audit? We can help.
So, now you know why an SEO audit is so important – and why your company can “crash and burn.” It’s all about making sure your website (and your business) is giving the search engines and your customers the best content and best experience they could possibly hope for. And, most importantly, it will give you the peace of mind to know that you are hitting all the right notes when it comes to your online presence. As Local SEO Guide’s Dan Leibson (who also spoke at this year’s State of Search Conference) says, a diversified SEO strategy – which begins with an SEO audit – makes for “happier clients and longer engagements.”
Here at the Dallas Search Engine Academy, our manual SEO audits deliver customized, expert advice on the opportunities and challenges of your online presence and ranking in the search engines. Click here to learn more.