How to Run an SEO Audit
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One of the biggest mistakes that webmasters, marketers, and SEOs can make is to consider SEO a static measure. Continuity and website improvements over time characterize a successful SEO strategy.
Buyer behavior is subject to constant change, which means marketers and SEOs have to change their methods in line with with how buyers search on the internet.
For example, a few years ago, it still was common to search for websites and products exclusively on your desktop or notebook at home.
Today, more than half of all users in industrialized countries use their smartphones and other mobile devices to search for relevant information or products online.Because of this, modern website should be optimized for mobile devices (mobile optimization).
This is the only way to ensure that mobile users also have a positive user experience.
Another example of how user demands transform SEO practices is loading speed. Just 10 years ago, users had to be patient when they loaded a website because connection speeds with modems were slower, with waiting times up to several seconds until the page fully loaded.
A study found that more than 40 percent of users leave a website if it takes more than three seconds to load.
Search engines, especially Google, have evolved tremendously over the past decade. These changes happen not only because of user demands, but also because Google’s technology has evolved to be able to understand complex search queries and deliver relevant search results.
It is no longer enough to achieve good rankings for content by stuffing keywords in the page meta-data.Today, search engines evaluate content as well as the technical characteristics of your website.
Google uses various algorithms to determine the relevance and quality of a website in relation to a search query.
These algorithms are continuously improving. Hundreds of “Google Updates” take place annually, with algorithms adapted or completely revamped.
Today, Google even uses artificial intelligence to answer search queries that have never been made before with RankBrain.
At the same time, voice search and digital assistants are further developing web searches that place new demands on websites and their operators. What Google expects from webmasters and SEO managers is defined in the so-called “Google Webmaster Guidelines.”
What does all of this mean for marketers? Increasing user demands and evolving search engine quality make it necessary for you to continuously adapt and improve your websites and SEO quality. To find out what you need to work on, you should regularly conduct an SEO audit.
Who needs to conduct SEO audits?
An SEO audit is a daily task for SEO service providers and agencies. In-house SEOs should also conduct audits at regular intervals to check the health status of corporate websites. At the same time, SEO audits at agencies serve to document the progress of website projects for clients. In addition, an SEO audit is important in determining possible SEO measures when making initial contact with customers.
This article is intended not only for professionals who need valuable support in their work practices, but also for SEO beginners who want to familiarize themselves with the topic of website optimization.
The SEO Audit Guide will give you insights into the world of SEO professionals.
How does SEO work ?
Why is SEO important for marketing?
Search Engine Optimization
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What is SEO
SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility for relevant searches on search engines. The better visibility your pages have on search result pages, the more likely you are to gain attention and attract prospective and existing customers to your business.
How does SEO work
Why is SEO important for marketing?
SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.
However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites.
Also note, features like rich results and Knowledge Panels in the search results can increase visibility and provide users more information about your company directly in the results.
Step by Step
Because most people tend to click one of the first few search results, ranking higher usually drives more traffic to your website.
Ranking in search engines usually leads to both consistent and passive traffic. That’s rarely the case for mediums like social media and email marketing that often result in traffic spikes that quickly fade to nothing.
This happens because social media networks are designed to surface fresh content. Emails often get marked as read, forgotten, or land in the spam box. However, because the number of searches performed on search engines is typically consistent from month to month, the traffic tends to be both consistent and passive once you rank.
Unlike paying for ads, search traffic is ‘free.’
That’s a big deal because ads on search engines can be expensive.
Matching User Intent to Useful Content
So here are two things Google needs to match. On one side, user intent: when someone searches on Google, they are expressing a problem they need a solution to. But they often express that problem incompletely or ambiguously. Google tries to understand what they mean. What is their intent? What is the specific problem they are trying to solve? Google needs to understand the question or the intent. We will look at that in more detail a little bit later.
On the other side, what is the best content to satisfy the user, given their intent — the most accurate and most helpful and useful content on the world wide web that reliably solves that problem? Google needs to understand the available solutions, their relative merits, and their appropriateness. And this is what SEO is practically about. SEO is your means to present your content to Google in such a way that it is confident that your solution is the most helpful, the most trustworthy, and the most appropriate for their user. In short, convince Google to recommend your answer or solution.