The main goal of any website is to attract as many visitors to it as possible. Organic search traffic, meaning traffic that is not paid for, accounts for over half of all site visitors. The best way to increase organic traffic is to have your site show up on the first page of Google search rankings.
Since Google is the world’s most popular search engine, with 3.5 billion daily searches around the world, it’s advantageous to design your website in a way to maximize results. This will help you attract more audience and increase your brand awareness and sales.
The best way to achieve this is to conduct a yearly SEO audit of your website to catch errors that could be hindering the process. This is just a fancy way of saying that you need to verify that your site has the necessary aspects needed to help the Google crawl bots that scan your site move it to the top of the search results.
How to Conduct an SEO Audit
Verify Google Indexing
If you want your site to show up in Google results, Google needs to include all the pages into its index. The very first step of your SEO audit should be to check Google index; if your site is not listed there, it’s a huge problem since it will never show up in Google searches.
Visit Google Search Console and enter your homepage link or the link of a specific sub-page to make sure Google has indexed it. If you find that your site is not indexed, you can manually submit sitemaps to aid the process.
A very important tip is that Google shouldn’t index your page just once, but keep indexing it to keep it relevant and at the top of search results. This is done by adding new content (videos, blogs and graphs), as well as updating older content. The more Google bots index your site, the more visitors you should be getting.
Conduct a Website Crawl
Since Google has special bots that analyze your site, it’s important to see what they would see. This is possible with website crawl tools, which are available as free and paid versions (Beam Us Up).
This is the best and fastest way to find errors on your site, duplicate content and broken links. Some features will analyze the length and quality of your titles and meta tags as well as assess bounce rate (how quickly your audience leaves your site or a specific page) and conversions (how many people click on a link or buy a product).
Verify Company Name Search Results
Remember that most people are not going to enter your website link when searching for you online, but your company name. Unfortunately, other sites may be competing for that search term, especially if it is a generic word or phrase.
Write your company name into Google to verify that it’s the first organic result that pops up. If it’s not, your business is likely going to another company, which is a problem.
The good news is that you can take measures to correct this issue by creating a stronger online presence for your website. This can be accomplished in five steps:
- Build branded links
- Reach out to well-known brands and influencers to mention you on their sites
- Create business directory listings
- Create a Google Business listing
- Create social media accounts
While it’s not necessary to financially invest in this process, it can be extremely helpful. Hiring a professional marketing company to make your site SEO-friendly can be a great ROI.