SEO audits are a great way to make sure that your site is keeping up with the ever-changing landscape of search engine optimization. I firmly believe that any website should have an audit every couple of years to make sure that you’re updated on the latest trends, newest technology, etc.
Today we’re talking about 5 ways that any site can benefit from an SEO audit.
1. You Might Be Missing Some of the Basics
If you’ve never had your site audited before, or if you’re relatively new to SEO, then it’s entirely possible – maybe even probable – that you’re not utilizing SEO to the fullest on your site.
Some of the things that I see routinely are:
- ecommerce sites that aren’t using product schema markup
- local companies that aren’t using localBusiness schema markup
- long established sites that don’t even have meta descriptions written
It’s surprising how often sites are missing out on the most basic of SEO fundamentals. They’ve managed to go on for years, doing OK with their site, but never living up to their full potential.
2. SEO is Always Changing
SEO changes constantly. Not just the thousands of ranking signals that search engines use to determine how your site stacks up against the competition, but the very fundamentals of SEO and how much importance they should have.
A good example is backlinks. The power of backlinks has been known as long as SEO has existed, but its influence has started to wane over the last couple years. Backlinks are still important, but the importance is decreasing. While backlink importance is decreasing, the importance of your brand is increasing.
SEO will continue to evolve, with the relative importance of ranking factors continuing to evolve. A routine SEO audit will help your site keep up with the changes.
3. Mobile-First Indexing Changed the Game
If you haven’t audited your site in a few years then you could be in for a surprise with mobile SEO. Mobile SEO isn’t technically any different from what you’ve been doing for years, it’s just that the value of having a strong, mobile-optimized version of your website is now critical.
Mobile-first indexing means that Google is now looking at the mobile versions of websites for its index. This is a huge change from the first 15-20 years of SEO when it was just assumed that search engines would be crawling the desktop (or only) version of your website.
SEO audits now will check your website to make sure that it’s mobile-friendly and Google isn’t sending you any usability or design warnings.
4. Keep Tabs on the Competition
A good SEO audit will typically include some competitive analysis. Whether it simply analyzes the number of backlinks that a competitor has or does a full, in-depth analysis of competitor keywords and traffic sources, SEO help you keep tabs on the competition.
Perhaps you’ve had a couple of new competitors come into your space, or an existing competitor has made strong gains over the last few months. These are good indicators that it’s time for some competitive analysis, if not an entire SEO audit.
SEO audits and competitive analysis are great ways to see what SEO activities your competitors are taking part in so you can learn how to put the same tactics to work for you.
5. Second Set of Eyes
Everyone can benefit from a fresh perspective, or a second set of eyes, on their site. Even if you’re spending time weekly on SEO it’s a good idea to get someone else to look at your efforts objectively and make suggestions. Sometimes you can be too close to a project or set in your process to see its shortcomings or other opportunities for improvement. A SEO audit is a great way to get a second opinion on your SEO efforts.
We firmly believe that any online business needs to routinely check their site for SEO opportunities. As long as there are search engines then there will be search engine optimization, so it’s important to keep up with the evolution of SEO and how your site is doing.
That doesn’t mean that you need to pay for an elaborate SEO audit each year, but it’s something to keep in mind every couple of years or so. There are also plenty of guides available on how to conduct your own SEO audit.
Do you agree or disagree with our reasons above? Do you have anything to add to the list? Leave a comment below and let’s talk!