SEO audits are incredibly important. By running one, you can find out several things about your current website: what is working, what isn’t working so well, and how you can improve your site in order to generate more leads and rank even higher than you currently are.
Do not automatically get a negative impression in your head because of the word audit. This is a normal response, as a typical audit (think IRS) is not necessarily a fun thing to go through. An SEO audit, on the other hand, is actually a very good thing. If it is executed properly, you will gain valuable insights to your company and how your current SEO is measuring up against the competition.
How does an audit work?
A typical SEO audit entails your company paying another company to do a full on evaluation of your website. It will be examined forensically and they will use their expertise to identify any potential problems as well as solutions on how to fix them. There are several comprehensive elements that website audits will contain:
This will yield important information on how your website traffic is performing. Does it meet industry benchmarks? Red flags may also be found in the areas of bounce rate changes as well as any referrals or time on the website that might need an investigation. Checking your website’s overall health will also analyze other things such as site map, anchor text, citations, social media profiles, and linking structures.
There may be things on your website that would result in a penalty from Google. An SEO audit will find any penalties or red flags whatsoever that would keep your website from ranking high. You may not even be aware of these penalties as Google’s algorithm is constantly changing.
This element of the audit lets you know how your website ranks in comparison to other sites. This is a good time to learn what competitors are doing that you aren’t. You will often times find that they are excelling in areas you are not, which will give you a great opportunity to improve in certain areas. You will also find gaps in their technique, which will certainly put you at a better advantage.
Now that you understand the importance of an SEO audit, decide if you will implement one internally or use an agency. Do your research, as there are pros and cons to both.
Nowadays, advertising on social media is almost essential. Paying for ads is the only option for most brands today. Unfortunately, there are some companies who simply cannot afford what it takes to display their content in front of such a wide audience scope on a daily basis. The most effective way these companies can overcome this is by putting into play an employee advocacy program. This is when every team member gets on board and work together. In this case, each person is going to need to be highly trained, incentivized, and rewarded. If not, then mistakes are likely to occur.
Here are several mistakes that many brands are making currently with social media:
- Lack of Education. Not being fully inundated in each social media avenue is a big mistake. While although social media is not rocket science, it does require a bit of work to truly understand the ins and the outs. Employees need to be brought up to speed with a comprehensive educational program regarding how to effectively use all avenues of social media.
- Lack of Incentive. Social media activity needs to be a part of employee’s job description. If not, they are only going to feel like it is added work. People need to feel like they are getting paid for the work they are putting in.
- Lack of Connecting with Others. If your brand is not reaching as many people as can be, your content is not being engaged. Team members should broaden their networks in order for content to be spread as widely as possible.
- Lack of Sharing Organizational Content. Every single person should be aware of every piece of content that is being said, and should absolutely be sharing it. One person writes a white paper? Everyone shares it. It is truly a no-brainer.
- Lack of Producing Original Content. Employees should be encouraged to create their own content, rather than knocking off someone else’s. For doing so they should be rewarded.
- Lack of Keeping up with Changes. Everyone is using social media out there- professionals and brands alike. If a person on your team hasn’t started to use it, they risk falling way behind their colleagues and competition. It is important that you keep up with the times.
- Lack of Looking at the Big Picture. Sometimes people say that social media is a fad or a trend, however, by 2018 it is expected that 33% of the world’s population will be using it. That is 2.44 billion people.