1. Get A Clear Picture of Your Website’s Traffic
Your website audit will help you determine whether things on your site like page titles and meta descriptions are actually bringing the right people your way. This way, you will be able to attract a lot more potential customers, rather than casual visitors. With the help of Google Analytics, you can determine what content or landing page is driving more traffic to your site.
2. Respond to Google Algorithm Changes
A good example is the Penguin update, which debuted 5 years ago. According to Searchmetrics, there are websites who got penalized for link spam and didn’t recover until the latest update, in 2016. That means that it is possible for your site to rank poorly in search results for years, thanks to a Google algorithm.
A website audit can help you analyze whether your site will be, or have been, affected by a recent algorithm update, and take the necessary measures.
3. Keep On Top of Your Links
While links are one of the best SEO services tools, having backlinks from spam sites could mean trouble for your site. It could attract a penalty from Google, a la Penguin.
A website audit will help you identify the sources of your backlinks. If they are spam, or unrelated to your site’s niche, you could request the website owners to remove them or disavow them via Google Search Console.
On the other hand, if you have high-quality backlinks, you should reach out to these authority sites and even forge relationships with them. This way, you are able to get even more quality backlinks in future.
4. Spy On the Competition
What are your competitors doing right? What are you not doing? According to some marketing survey company, consumers will visit at least 3 websites before making their purchase. So if your competition ranks higher than you, customers are more likely to buy from them, and not you.
A website audit includes various aspects of competitor analysis, ranging from their site speed, mobile-friendliness, security, content, keyword ranking and social media audience and engagement.
5. Stay Hip and Fresh
A website audit will help you get rid of content that is out of date or otherwise no longer relevant. Such content results in high bounce rates and low trust or authority with users. Plus, Google likes fresh content.
While Google does not analyze your actual content as good or bad content (just yet), it does make a connection between length (word count) and depth of coverage. Running an audit uncovers pages thin and less valuable content on your website.
Longer content is also has other SEO benefits. It gives you the ability to use keywords and related terms all over the page and at multiple levers (page title, header, subheads, body, etc.), without running the risk of over optimization.
It can also help you lower PPC costs by finding pages that are poorly optimized for campaign keywords.
Conclusion : Make it a priority to carry out an SEO audit at regular intervals, in order to make sure your site is well-structured and optimized. It’ll help prevent problems such as algorithmic penalties or loss of rankings, and keep you up to date on the competition to boot.