How to perform an SEO Audit

Search engine optimisation techniques have been proven for a while now to be among the best and most affordable ways to attract organic traffic.

For all the $40-$60 billion that organisations all across the world invest in paid traffic (PPC), about 90% of clicks and ultimately, conversions, come from organic SEO-driven campaigns. This is according to a couple of data sources including Moz and SimilarWeb.

SimilarWeb also reported that search engine-generated traffic trumps traffic from social media 28-29% over 5-6%. Clearly, learning the basics and setting up an SEO strategy can get your startup the vital publicity, lead generation, and customers it needs to grow.

The best SEO strategy for your business will start with an in-depth SEO audit. Here is how to do one.

Ensure you own the platform
The first thing to do is have your own website. Engage Google and other search engines from one platform from the beginning.

While it is okay (and cheap) to connect and engage potential customers through third-party sites such as social media pages and content directories, ensure all these pages direct everyone to your business website.

Your website provides search engines with content to index, which is a great thing to happen. Now create multiple pages on this one website for Google to crawl, index and include in search results.

If you already have a site up and running, use Google Search Console to see if your website is being indexed like it should.

See what the competition is up to
Research keywords competitors are using to magentize potential leads, people that you’d want to draw into your website and retain. Compare those keywords with what you have on your site.

You can use tools such as SpyFu, Ahrefs and OpenSiteExplorer to capture information regarding what keywords they use, which sites they link to, and how much search or referral traffic they get. Then use a keyword tool such as Ahrefs or Google Keyword Planner to get keyword ideas to try.

Research ways to truly engage searchers
It’s one thing to attract traffic, but another to keep them on your site. Bounce rates are the biggest hindrances to successful conversion. Are your bounce rates staggering?

You need to create quality content that makes searchers happy to be on your website.

You could offer a free resource, such as an in-depth, step-by-step tutorial that they’ll read through to the end or bookmark so they’ll be back again and again for it. You can also embed relevant video and attractive and interactive images and tools to keep them engaged.

Remember, most people do not make a purchase on the first visit, but on a subsequent visit. Treat them well and they’ll remember you for it and be back for more.

Check your on-page optimisation
On-page SEO remains critical to boost organic traffic. After researching your competitions’ top-ranking keywords, it is time to compare and integrate what you can include in your website’s content.

Are you using all the powerful SEO regulars such as optimised titles, metadata, how-to headlines, listicles and so on? They are hugely impactful. Another thing is to check if you use secondary keywords and variations of your primary keywords throughout the website.

Use PageSpeed Insights to understand how fast your pages load and whether that is satisfactory to visitors. If not work on it or have someone do.

Everyone taps varying keywords on a Google search bar. You’ll want to optimise your chances of capturing and welcoming these alternative keywords by using variant and secondary keywords.

Also try make sure you write in-depth content that properly covers a search topic because Google’s RankBrain algorithm tries to bring in pages that satisfy users’ search intent.

Proceed by testing your keywords
You are going to need to see and analyse some metrics here.

You can use tools such Moz or Google Analytics to see which keywords attract the most traffic and which ones actually lead to conversion.

Go all out and use different search engines and platforms
Facebook. YouTube. Yahoo! Bing. Use these alternative search engines to see how your revised keywords attract searchers away from Google. You might find these platforms have searchers that are looking for solutions your business is able to solve. Then you can direct them to your website.

This is where links come in. Landing pages do not provide the best engagement levels for prospects and Google search algorithm dismisses them as thin content. So link your social media, YouTube and guest posts to your parent website.
Ensure there is more information on your website to encourage these searchers to subscribe to your mailing list.

Remember to ask yourself what third-party sites best suit the type of business you are in, so you can link to those and attract the targeted audience.

Convert searchers to customers
By using Google Analytics reports, Search Console and keyword tracking tools such as Ahrefs and Moz, you can see which SEO techniques attract the most traffic, qualify most leads and ultimately lead searchers to convert to buying customers.

From here you can experiment with more tools and hacks to see what you achieve. Of course, our team of SEO experts are always available to assist you further.

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