Like an x-ray during a checkup, a thorough Web presence audit can show you what’s fine, and what’s wrong underneath the surface.
A Web site audit can highlight the effectiveness of your current SEO strategies and tactics, and also their current shortcomings. There are many tools and Web sites that can generate reports for you that show various criteria, but to have real value, the Web presence audit should be done by a human being. Ideally, if we discuss your current goals, budget and timeframe, the Web presence audit can show you if you’re on track to meeting those goals, or need to change your plans.
Key Components of an SEO Audit
A Web presence audit should analyze:
- currently targeted keyword phrases, if any, and rankings
- what keyword phrases are the majority (short-tail) and the less-used (long-tail), including competitiveness and search volume of targeted phrases
- current traffic levels for Web pages
- engagement levels with Web pages, including time-on-page and bounce statistics
- conversion tracking statistics from Google Adwords/Facebook/LinkedIn, including ROI of PPC efforts
The analysis should also include off-page factors, such as:
- your Web site’s link profile
- the number of “fans” and engagement of your fans with current social media efforts
Though the time spent on a thorough Web presence audit can vary with the size of your Web presence, you should count on a minimum of 5-10 hours consulting time, depending on your requirements.