A technical audit looks at absolutely every element on the site that can impact your SEO performance. One of the most important of all these elements is speed. We’ve seen so many websites put a large video introduction on the homepage that takes far too long to load.
The result? You have a high bounce rate and have lost a potential client or customer. If only they did a smaller version of the video or moved more relevant content above the fold, their speed and conversions would be much better. A technical audit should be in-depth and take weeks to complete, depending on what’s wrong with the site.
If you have a large website with hundreds of pages of content, then it’s worth doing a content audit. A content audit will help you identify which pages are performing well and which ones are underperforming. Then we can make decisions about which piece of content to keep, optimise or rewrite, or remove from your website altogether. When you remove content from your website, you may see a drop in traffic – but that’s the point. You want to deter non-relevant traffic.
Non-relevant traffic (i.e., visitors who are not aligned with your target audience) is unlikely to convert into clients or customers. In that sense, that traffic doesn’t really benefit your business. By auditing your content, you can “prune” out the content that’s driving non-relevant traffic and then focus on optimizing the content that’s likely to bring the best results for your business. Then, once search engines index all this optimized, relevant content, you should begin to see more conversions.
By going through the process of a technical audit, content audit, or both, we will have a complete understanding of everything that needs to be fixed in order to rank well in organic search. SEO is a puzzle. We put the pieces together to ensure that your site is in the best position possible prior to commencement of the next steps.
2. Technical SEO
When it comes to technical SEO, there’s a lot to think about, including:
Improving your technical SEO requires a holistic approach; tackling just one item on this list won’t make the desired impact. You need to consider everything if you want your website to perform optimally.
By increasing the speed, functionality, and user experience (UX) of your website, you’re likely to see more conversions. This is because users will find your website easier to navigate, read and engage with. After conducting a technical audit, we’ll have a list of technical blockers that may be hindering your site’s performance. We’ll optimise these, and we’ll make your website faster, crawlable, and in a better place to be indexed by search engines.
3. Keyword Research
Keyword research is an integral part of the SEO process. Without keyword research, you’ll only be making guesses about how users are searching for your business, products, or services. Keyword research tools reveal how many users are searching for a particular term, how difficult it is to rank for that term, and which related terms people are also using to find information online. This process starts with thinking about the hypothetical terms your target audience may be using to find your business and then using SEO tools to either validate or refute your findings.
Researching your competitors’ sites is another good way to surface keyword opportunities. Additionally, keyword research helps you uncover geo-specific keywords to help you localise your SEO strategy. We’ll uncover which keywords are most valuable to you. Optimising your content around high-value keywords is what will get you in front of your potential clients or customers when they need you most. We identify keywords that are also low competition at the start to ensure that you are ranking as quickly as possible. If people can’t find you when they’re looking for a service or product that you offer, then they can’t buy from you.
4. Location Demographics
Whether we’re doing SEO for a local business or a client who offers a service in a specific region, we know the importance of location. Much like buyer personas,we strive to understand how people search for local businesses and service providers, and who they are. That means that we need to ensure you have accurate NAP (name/address/phone) information and content that references your service area, whether it’s a town, city, or neighborhood. This all starts with a Google My Business listing. We can help you claim and optimise this.
The goal of your website is to speak to your target audience. Demographic research will reveal vasts of helpful information about where your target audience is searching for products, services, or information. You can then use this data to inform your targeted, localised SEO strategy. Keep in mind that Google rewards websites based on factors such as relevance, distance, and prominence. The goal of SEO in this phase is if you produce a website experience that’s relevant, localized, and authoritative, Google is more likely to rank your content and display it to your target audience.
5. Content Strategy
Foundational Content: This is your core content that targets your main keywords and topics. Create content that is about your services or products (your “money” keywords). You can further enhance this content by writing about other relevant services and products you offer and any relevant long-tail keywords.
FAQ Content: Create pages that answer common questions your audience is likely asking using Google. Make sure it has an SEO-friendly URL, you use breadcrumbs, and it is more comprehensive than any other page on the topic (make sure to check the competing pages in the top 10 positions).
Authoritative Content: Let your clients create content to demonstrate their expertise and authenticity.
User Experience: Think about ways to enhance your content (e.g., using visuals), your website navigation (e.g., linking to other relevant pages on your website), and calls to action (e.g., free consultation, make an appointment, content download).
Creating content with a purpose will attract the people you want to become your customers or clients. Make it easy for people to understand who you are, what you offer, and find exactly what they’re looking for. You will be rewarded with more leads and conversions!
6. Content Writing & Editing
We write content that people will engage with and share (and that Google will index and reward with great rankings). Ultimately, it’s about moving people closer to a conversion.
Content is essential when it comes to communicating your brand’s message to your target audience. It also plays a significant role in SEO; if well optimised, your content can drive more organic traffic to your website. Content also helps to demonstrate authority, relevance, and trust. Well-written, optimized, accurate, and authoritative content is the best way to do that.
Your content is not simply a medium by which we shoehorn keywords into your website. Instead, it speaks of the value that your business provides, how users can engage with your business, and overall provide a positive experience for your prospective customers.
OK, we can’t control Google or any search engine’s rankings. However, we absolutely understand how search algorithms work, which helps. But there are never guarantees.
That said, there is one process that can work. By being excellent at all of the previous points we’ve discussed so far and you should see SEO success.
If we do everything you possibly can to optimize your site and build your brand, and you offer a quality product or service, then it’s inevitable that you will be rewarded with the organic search visibility you deserve.