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How To Audit Your Website For SEO

Do-It-Yourself Website Audit – Improve SEO

Marketing Audit Main Image

If you were building a house, would your first step be to break ground? Of course not, a detailed blueprint (or audit) is always where you begin. However, many people are not thinking to apply the same principles to their business when crafting a marketing strategy. This post will increase your understanding of the importance of auditing your website, as well as provide a detailed list of the steps you can take to put together a beneficial audit.

Top Reasons For An SEO Audit

Our research uncovered 2 fundamental reasons businesses should immediately look into having their digital marketing efforts audited:

  • To provide a complete picture
  • To save money

Complete Marketing Picture

Sometimes the best thing a business owner can do is take steps back and see the big picture. An audit allows you to do this. A thorough digital marketing audit informs you on how all search engine ranking factors affect your website.

If you are looking to have an audit professionally done, you should ensure that you are receiving a report containing information regarding on-page, off-page and social media at a minimum. An in-depth audit will also contain a competitor analysis; together these aspects provide realistic goals when developing your own strategy.

Save Your Business Money 

Everyone has been sold on something they don’t necessarily want or need. In digital marketing it is very easy (especially if unfamiliar with the industry) to have a service sound like a ‘must’ purchase.

We get it; you want to do whatever possible to have the greatest advantage online. In 2012 Fleishman-Hillard reported that 89% of consumers began their search online; we can safely assume that number has grown as more people have access to the Internet, especially from smartphones. However, and more importantly, you want a high ROI. An audit will ensure you are focusing on the areas that need focused on first.

DIY SEO Audit

We do not expect you to be audit-creating masters after reading this, but we do anticipate that you to be able to avoid getting ‘sold’ and begin seeking services that will have the greatest impact on your business.

The do-it-yourself audit section covers 4 of the major digital marketing SEO elements, providing you with simple step-by-step instructions.

  • Responsive Design
  • On-Page SEO
  • Local Search
  • Off-Page SEO

Responsive Test

Importance Of Responsive Website Design

As of May 2015, Google released that the amount of mobile searches have surpassed desktop searches. Algorithms have adjusted for this trend, and if your website is designed to adapt to these devices, search engines, such as Google, reward you by appearing higher in the rankings.

Other notable reasons for a responsive website are:

  • Staying ahead of your competition
  • Keeping people on your website
  • Having a fresh online presence

We’ve previously created a post covering the top reasons for responsive website design, if you want to learn more – Click Here.

Responsive Test: Step-By-Step

  1. Go to – https://developers.google.com/speed/pagespeed/insights/
  2. Enter your website’s URL

This is an example of a mobile-friendly (responsive) website.

Mobile Website Design | Responsive Website Example

This is an example of a NON-mobile-friendly (responsive) website.

Non-Responsive Design | Not Mobile-friendly

 

The difference is easy to see.

On-Page Elements

Importance Of On-Page SEO

Search engines use robots per se to look at specific elements embedded in your websites code. This information lets search engines know what your website is about. The more focused the elements are toward one topic, the higher the likelihood of a search engine ranking that website for a particular search phrase.

If you want to learn more about on-page SEO, you can –Click Here – to see and article by Moz.

We are going to show you how to audit your own website for the following major on-page elements:

(We provided short videos below each addressed element for further explanation)

Title Tag

Meta Tag

 

 

Heading Tags

 

 

On-Page Elements: Step-By-Step

The below steps are only designed for a per page analysis not for the entire website. You need to take notes on steps 3-5.

  1. Go to – http://www.seocentro.com/tools/seo/seo-analyzer.html
  2. Type in your web address and the access code. The screen you should see is pictured below.

 

SEO Centro - Credentials

 

  1. You should see a screen with an SEO ‘score’ and can scroll down to the bottom of that page to find your heading tags.

 

Analysis Screen From SEO Centro

 

  1. Next click on the ‘server’ button, located below the score.

 

Options From SEO Centro

 

  1. If you scroll down on this page you will be able to determine the Title tag and Meta tag. The page title is labeled ‘title’ and the Meta tag is labeled ‘x-meta-description.’

Meta Tag Location:

 

How SEO Centro Shows Meta Descriptions

 

Title Tag Location:

 

Where Page Title Can Be Found | SEO Centro's Analyzer

 

After looking at your notes there are three possibilities. We have created a next best step for each.

(1) You will be missing an element. Next step – prioritize fixing on-page SEO.

(2) You will have the all elements present, but not targeted towards anything specific. Next step – fix focus of on-page SEO.

(3) All 3 elements will be directed at the same keyword(s). Next step – further optimization is optional.

You do not want to oversaturate elements with desired keywords. Search engines will pick up on this on penalize you.

Local Search

Importance Of Local SEO

Local SEO (search engine optimization) is the process of optimizing your website to show up locally (depending on where the search is made OR if a specific location is included in the search query) for targeted keywords or phrases on search engines.

We’ve written a more in-depth post covering reasons and strategies for Local SEO – Click Here – if you want to learn more.

As of 2014, Google conducted a study which revealed 18 percent of local searches resulted in an action from the consumer.

Below provides a visual of local search results:

 

SERPs | Local SEO In San Diego

 

For a well-rounded local SEO audit we are going to focus on two factors:

  • Directory submissions
  • Current positioning

Listing Directories: Step-By-Step

  1. Go to – https://moz.com/local
  2. Enter your business name and zip code.
  3. Select the most accurate listing.
  4. Take notes on the following:
    1. Complete
    2. Incomplete
    3. Inconsistent
    4. Duplicate

The information Moz provides gives a general understanding of how consistent your business is appearing across various directories. Consistency is key to reap the benefits of listing directories; specifically, business name, address, phone and website (NAPw).

Current Position: Step-By-Step

This also provides you with insight on your competition.

  1. Search – ‘(Your City) (Your Service or Desired Keyword[s])’

Example:

(Latrobe) (Machine Shop)

Below shows the local search results.

 

Latrobe Machine Shop SERPs

  1. Record where your business is currently positioned in the results.

Off-Page Factors

Importance Of Off-Page SEO

Off-Page SEO encompasses all digital marketing signals that take place outside of your website. These signals build credibility in search engine algorithms. Signals with high credibility pointing back to your website boost your own website’s credibility, our example below will clear up any confusion.

Ex.

Two websites contain links to your website. One link is from a local band’s website, while the other is from CNN. The CNN link will have a greater impact on your SEO.

Similarly to the local SEO section above, we selected two factors to provide a well-rounded audit:

  • Backlinks
  • Social Media

Backlinks: Step-By-Step

  1. Go to – https://moz.com/researchtools/ose/
  2. Type in your website’s URL and click search.
  3. SEE IMAGE BELOW – record data in notes.

 

Amount Of SEO Backlinks | Audit Info

 

If your domain or page authority is a ‘1’ and you have no links, you would want to consider implementing a backlink strategy.

Social Media Signals: Step-By-Step

These do not have as strong of an effect as backlinks, but they do provide search result benefits.

  1. Go to – http://www.seocentro.com/tools/search-engines/link-popularity.html
  2. Enter your website’s URL and access code.
  3. SEE IMAGE BELOW – record data in notes.

 

SEO Factoring Social Media For Marketing Audit

 

This is a great straightforward tool that simply lays everything out. You can see exactly where signals are coming from, as well as the areas that need improvement. If you have all 0’s or single digit numbers, you should consider putting together a social media strategy. This can be beneficial to SEO even if your industry does not conduct business through social media.

The social media post needs to have the webpage URL in order to count as a signal.

Summary

After going through the steps, this process will provide you with a solid general website audit. You will know which direction to head with your digital marketing efforts.

If you have any questions, leave them in the comment area below and we will answer them as soon as possible.

If you are looking for a professional audit – click here – and we can handle that for you.

Thank you for taking the time to read our post, we always want to hear your feedback and greatly appreciate when share our post with friend and co-workers.

 

 

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Top 15 Reasons Your Business Needs Responsive Website Design

Top 15 Reasons Your Business Needs Responsive Website Design

What is a responsive website?

Responsive websites are designed for optimum viewing on different devices. They are just as easy to navigate on a smartphone or other device as they are on a desktop.

Many websites are great on computers, but look awful from a phone or tablet. Here is an example of a website that is not responsive:

Desktop View

not responsive website design example | desktop

 Mobile View

mobile site view of not responsive design

As you can see this is not friendly at all for the potential customer. This type of website will be quickly left. Below is a responsive example found at KriXis Consulting’s responsive website design page.

 Desktop Viewresponsive website | desktop view

 Mobile View

responsive website example | mobile view

The difference is night and day. Before you continue reading I encourage you to look at your own website on your phone or tablet. You will immediately see if you have a responsive website or not.

This post highlights the top 15 reasons your website should be responsive. After reading, the decision to make the change to responsive website design should be easy.

 The Reasons For Responsive Website Design

  1. User-Experience (UX) Is Best On Responsive

If a customer is on your website via mobile the last thing you want is for them to leave immediately because the screen is impossible to read. Maybe they were just on your website at the office, but had a doctor appointment. While in the waiting room they wanted to learn more about your services. However, your website is impossible to navigate from their phone. That lead leaves your website and finds a company with similar services that is mobile-friendly. Creating a responsive website ensures that the user-experience is the same on all devices.

  1. Life Becomes Easier

It is not uncommon for web developers to create multiple versions of your website. For example, your website may be http://xyz.com; but a http://mobile.xyz.com may have been created separately. This practice helped make non-responsive websites mobile-friendly, or at least appear to be. The downfall arises with the maintenance and upkeep of two different websites, not even thinking about the possibility of new devices for searching the web being created in the future.

  1. Search Engines Want Responsive Website Design

Google likes responsive website design. Why would you want to go against the company that controls where you appear? Google not only recommends responsive website design as the best way to target mobile and tablet users, it also favors mobile-optimized sites when presenting results for searches made on a mobile device. Yahoo and Bing state the same. This should be reason enough to make the change.

  1. Increasing Number Of Mobile Users

More and more people are getting away from accessing the Internet through a desktop. Google searches done on mobile devices have actually been surpassed by searches done via desktop. This trend is not going to change, and the gap between mobile v. desktop will continue to expand as more people utilize their smart phones to their capacity. In fact, 61% of people have a better opinion of a brand based on their mobile website. Are you ready to make a responsive website with KriXis Consulting?

  1. Customer Trends Show An Increase Of Shopping Online

We all know that shopping online is easier than driving to the store. In many cases it is cheaper as well. Studies show that out of those who shop online 80% have bought something through their mobile device. A responsive website design gets your business a piece of that large influx in sales.

mobile-friendly shopping | starbuck mobile

  1. Staying Ahead Of Your Competition

Every leading business is developing a way to easily make purchases on mobile devices. They are developing responsive website design to make these transactions as simple as possible. As a business owner you should pick up on this trend since it works. This is an opportunity to get ahead of your competition, or a chance for your competition to get ahead of you.

  1. Major Platforms Support Responsive Designs

If you are reading this I am sure that you have heard of CMS’s (content management systems) such as WordPress. These CMS now have theme options that allow for a responsive website design. Going responsive also provides the perfect opportunity and reason for you to change over to one of these CMS. They make your online life much easier, we suggest going with WordPress and I’m sure most would agree.

  1. Responsive Website Design Is Cost Effective

Responsive websites may cost more to initially have designed and built. However, this investment requires less maintenance cost in the long run, since the responsive website will automatically adapt to every device. Making them considered one of the most cost effective and time saving development options available today. Our price is set to get you started towards a responsive design today.

  1. SEO And Marketing Benefits

As stated before many businesses have different websites for different devices. Search engines such as Google prefer using just one URL, hence providing an SEO boost. Also, Google uses a separate algorithm for mobile devices; this algorithm marks some websites as mobile-friendly. A responsive website design will make your website mobile-friendly. Notice the gray ‘mobile-friendly’ tags in the image below.

Search Results Page | Mobile-Friendly Tags

  1. Benefits On Pay-Per-Click Advertising

Pay-Per-Click advertising can benefit your business by allowing you to specifically target a customer based on location and search terms. Google Adwords has the feature ‘enhanced campaigns’, which now allows you to target customers by device. Having a responsive website design adds to the flexibility and specificity of your paid marketing campaigns.

  1. Keeping People On Your Website

Bounce rate refers to people heading to your website and leaving before checking out other pages. You want to have a lower bounce rate. As more people visit websites on their phones, they will expect to be visiting an operable website. If your website looks awful on mobile, customers will leave. Responsive website design guarantees the same functionality as they would have on a desktop.

  1. Social Media Brings Mobile Traffic

As a business owner you should have Google Analytics attached to your website. Google Analytics allows you to track where traffic to your website is coming from and what pages people are landing on when they do arrive. Most inbound marketing strategies include social media and blogging. ComScore has recently completed a study that shows 55% of social media usage is mobile. As you change to responsive website design you would be able to see in Google Analytics that customers being funneled to your website from social media are staying longer. Our approach towards digital marketing begins with a responsive foundation, but then attached all the tools needed to collect and record data.

  1. Internet Devices In The Future

The original iPhone was released in June 2007. The iPad was released in September 2010. These devices completely changed the way people use and connect to the Internet. New devices will emerge, and a responsive website design will adapt to that device.

  1. Americans Use Their Phone In The Bathroom

75% of Americans are using their phones while in the bathroom. They are taking this time to catch up with social media or look for things online. Responsive website design will give customers a positive web experience during this time.

  1. Fresh Presence For Your Business

Everyone has been to websites that are impressive. People have also gone to websites that appear old, cluttered and lousy. How do you want your business to appear? Our small business digital marketing page is a sleek, clean and up-to-date look, which was built with responsive website design.

small business marketing responsive web design

Process Of Making The Change

 

There are a few factors you need to consider after deciding to go with a responsive website design.

 Summing Up Responsive Website Design

The reasons above should motivate you towards responsive website design. Adjusting to what your customers are doing is necessary for all businesses to succeed. Thank you for taking the time to read this post, we greatly appreciate all social media sharing, as well as sharing this information directly with friends and colleagues. You can click here to learn more on how KriXis Consulting can begin the responsive website design process with your business.