SEO Strategy Audit for Small Business

Is your Search Engine Optimization (SEO) strategy working?

This is a common question for small business owners, and one that they don’t always feel equipped to answer.  So how can you conduct an SEO strategy audit for your small business?  This article will provide a few tips and tricks to help you answer that exact question.

SEO Audit

First, you might be asking yourself, what is an SEO audit?  And it’s a good question.  Basically, an SEO audit is a process for determining the effectiveness of your web site.  The audit will evaluate aspects of your website and ultimately result in some recommendations for improving site performance.  There are various SEO audit tools available, but it is always best to work with a professional SEO auditor.  After all, we are talking about the ultimate health of your business; so if you’re not highly versed in online marketing and website design principles, trust an expert.

From your audit, you should garner a current description of the your website and how it’s performing with respect to social media, quality and number of internal and external links, and other measures of website performance.  You’ll also get some recommendations and a report that will help you make the most of all available sources of traffic from the internet, not just SEO.

Also, remember that an SEO audit is not just a one-time thing.  SEO is a constantly changing and evolving process, so you need to make sure to keep your website up to date with current trends and techniques.

The Process

Essentially, your SEO audit will consider a number of factors that are either categorized as on page or off page factors.  With respect to on page SEO factors, these are fundamental components of your website that can directly influence SEO.  Search engines consider these on page factors when ranking your site, so on page factors really need to be carefully constructed.

These on page factors include

  • Meta Title
  • Meta Description
  • Heading Structure
  • Site Content
  • URL Structure
  • Page Layout
  • Internal Links
  • Images
  • Videos
  • Navigational Structure
  • XML Sitemaps
  • Robots.txt
  • Clean Code
  • Mobile Compatibility with Proper Redirects
  • Site Architecture
  • Page Speed

Ok, are you scratching your head?  Don’t worry, this is why you should consider an SEO audit expert.  However, if you know how to optimize each of these factors, you should be able to check your site’s performance.

Now let’s talk about off-page factors.  One of the main indicators of your site’s popularity and performance is incoming external links.  Search engines basically view external links as an endorsement of the quality of your site.  So how do you develop good external links and what qualities should they have?

  • Editorial links included on the page main content.
  • Links with branded anchor text.
  • Links with authority (i.e. those from popular and trusted websites with brand signals).
  • Relevant links are those that come from sites that discuss similar topics for similar audiences.
  • A diversity of links.
  • Permanent links.
  • Followed links.

Ok, again…you might be scratching your head.  Ultimately, if you’re versed in SEO, you know how to measure and adapt your page to address these off page factors.  But if not, hire an audit expert – they’re usually cost effective and can have a tremendous impact on the performance of your website.