No SEO campaign is cast in stone. It must evolve with a changing landscape that’s increasingly harsh on shallow marketing tricks. Between 16 and 20% of Google searches are entirely new, so using the same keywords for years on end may not be as effective as they once were. Your results must be rechecked with each algorithm update, industry trend, and social network adjustment, making SEO analysis one of the most essential weapons in your marketing arsenal. Audits will help us to assess your website architecture before we move on to craft a campaign that draws the traffic you need to turn an online profit.
SEO Analysis as a First Step
Results must be measurable if they’re to guide you towards your highest digital goals, so we need to do an SEO audit that gives us a baseline to work from. We’ll grade your site for its effects on your search engine results and find out which pages aren’t crawlable. This way, we’ll be able to develop an actionable strategy that pits you against direct rivals.
Rank is achieved through a veritable treasure trove of tools, from your social media presence to the value of your keywords. An SEO audit must gauge how they’re affecting your overall online presence. Any elements that are failing you must be refined. If you have a low authority website thanks to an untidy UX, an audit will identify the causes so that we know where to focus when we reach the development stage.
Simple elements like page titles and meta descriptions can cost you precious click-through rates if they aren’t hooking your readers. This metric has the power to affect your rank, but your SEO analysis must account for organic human responses as much as it does algorithmic ones.
If you have any missing canonical URLs, Google’s bots will flee from your site before you can even say “SEO.” An audit will identify noindex pages and 500 errors that have a similar effect. Your DNS settings can cause bot glitches, too. No matter how creatively you handle your marketing and how in-depth your understanding of search rank, these technical problems can overwhelm your results, and yet they’re forgivingly easy to resolve. There is simply no good reason to suffer the effects of a bot-resistant website.
User Experience as an SEO Tool
Google has become remarkably talented at assessing a site’s user experience. The search engine now awards rank to sites that load quickly and shorten the distance between site entry and purchase. UX has never been as crucial to rank as it is today, and no business can afford to ignore it.
Your SEO still revolves around content, which must answer every query users might input into their search bars. Sound impossible? It’s not. SEO analysis will assess the quality of your content, both on your site and across the web. On-page factors can boost the effects through:
- Keyword-inclusive start title tags
- Short, elegant URLs
- Keyword modifiers and long-tail alternatives
- H1 and H2 title tags
- Load times below four seconds
- Keyword synonyms
- Image optimization with keyword-inclusive file names
- Social sharing buttons
- Low bounce rates and increased dwell time
- Engaging multimedia.
Few campaigns hit instant gold, so yours must adjust according to measurable results months after you implement your initial strategy. To measure your campaign as it progresses, you’ll need your SEO analysis to include SEO metrics. These include:
-1) Organic traffic
Branding, advertising, and content are worth more than mere rank, so the organic traffic you earn via your search engine results page must be assessed. Overall traffic isn’t enough, though. Metrics must track results to your landing page, geotargeted results, and organic bounce rates. Even the busiest site achieves little unless your audience is buying from you, so your conversion rate should be measured by landing page and location. In an age of voice and mobile search, traffic by device is another key metric to keep track of. A responsive site is an optimized site. We’ll also look at the last pages your users visit because they may point to severe failures that can have a drastic effect on your rank, whether because of errors or merely insufficient engagement.
Keyword tracking tells you which keywords are ranking well so that you can drive your content in the right direction.
-3) Local Visibility
Local visibility ensures that your campaign captures brick-and-mortar clients while simultaneously improving their online presence. Geotargeting is an integral part of any SEO campaign, and it helps you to achieve a competitive advantage, both globally and locally. Product listings and map ads can put you on the literal and figurative map. Local SERPS are in a constant state of flux, and continuous SEO analysis helps you to hold onto that hard-won spot with every digital climate change.
-4) Click-Through Rates
Search analytics tell you how your audience is responding to your campaign. Click-through rates help you to measure the seemingly immeasurable, so they’re one of the most popular metrics among SEO superstars. They aren’t limited to your pages themselves, but also your keywords. If you’re not holding onto traffic from your most crucial search term, your entire campaign can disintegrate.
-5) Pages Indexed
A page that isn’t indexed can’t appear in searches, and we might need to submit web pages manually before your campaign becomes fully functional.
-6) Daily crawl rates
Crawl demand and crawl rate metrics determine what Google calls its crawl budget. This metric is essential for large websites that require complex assessments because it reveals how bots prioritize your content. Crawl budgets lag when content is stale, or pages are too slow to load. Popular URLs and faceted navigation attract higher crawl limits, so engagement is a core part of your strategy.
-7) Pages per Session
The number of pages your users visit in each session can indicate shallow content and poor site architecture. This metric also tends to fall when your buying funnel is poorly planned.
Poor page and domain authority scores can do permanent harm to your rank. Your scores should compare well to your direct competitors.
-9) SERP Dominance
You needn’t dominate Google SERP in every keyword, but you should rank well with your most valuable ones. These should fit buyers’ intent through topical relevance.
Google has enough algorithms to terrify even the most courageous business owner, but you needn’t be intimidated. We can gauge how well you’re surviving Hummingbird and the rest of the Google ecosystem with analytics. First-page search rank is a grand goal, but it’s also an achievable one, and it starts with SEO analysis.