The internet is a constantly changing landscape. Failure to adapt could easily spell failure for your website, and ultimately your ability to gain more business. From being on the first page of Google, you could easily be on the lower end of the top 20 the next day. These types of scenarios have happened to other businesses before, with owners having no inkling of how it happened. This is the reason why a Website Audit Report is of the utmost importance.
What is a Website Audit?
A website audit is the review and analysis of a part, or the whole, of a website. It is done to ensure the quality of the content, security, and overall performance. The process includes Web Design and Web Structure Analysis, Page and Link Errors, Page Title and Meta Description Issues, Backlinks Analysis, URL Architecting, Duplicate Content Analysis, and Comprehensive Target Keyword Analysis, among others.
Why Have a Website Audit Done?
Website audits are necessary for a variety of reasons, the most important of which are:
- To ensure the website remains up-to-date and in compliance with Google’s algorithm changes – The world’s most utilized search engine continuously tweaks their algorithms in an effort to provide results of greater quality and relevance to their users. There are commonly hundreds of changes that can happen in just one year, making an annual website audit necessary.
- To ensure new online marketing campaigns are done effectively, resulting in a maximum return in investment – Before embarking on any new online marketing campaign, it is important to have your existing website audited. If errors within a website are not found and left unaddressed, online marketing efforts such as SEO, PPC, and social media optimization will be ineffective and simply be a wasted investment.
- Determine whether or not the website still achieves its primary purpose – Most websites are designed with the intent to grow a company’s bottom line. With that said, auditing helps ensure the website continues to achieve its primary purpose (attract and retain customers, boost sales, build a better brand, and the like) and also determines what improvements can be made. An example of this is checking to see if the site is designed with the business’s visitor profile in mind. By making sure the design and overall navigability of the site caters to this profile, it improves the chances of the company increasing web traffic and expanding its customer base.