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SEO (Search Engine Optimisation in Tag: audit)

SEO (Search Engine Optimisation) is the backbone of all online advertising, getting this right is vital to maximising your ROI and the effectiveness of your other digital advertising efforts.

Audit My Website are leading providers of SEO Audits in Tag: audit, UK. We work with clients nationwide offering vital website checks that will ensure your SEO is optimal and that no barriers prevent your website enjoying the best rankings and visibility possible. So what is needed for good SEO?

SEO (Search Engine Optimisation) Audit

Why Is SEO Important for Businesses?

So you’re writing some fantastic, high quality content and you’re regularly posting it to your social media channels. Yet despite everything, you still don’t see your website at the top of Google. What could you possibly be doing wrong?

The most likely reason is that you haven’t fully optimised your content for search engines. Yes the content itself may be great, but if other bloggers are writing mediocre content that is fully optimised, they will always have a slight edge and better chance of ranking near the top.

So here are the top reasons why your business needs to get on board with search engine optimisation (SEO) and how your other marketing efforts can benefit.

MAXIMISE ROI

SEO is a form of inbound marketing. It’s preferable above other types of offline advertising because it continues to offer rewards for the effort you put into SEO content writing long after the blog post is published. It can also work out more cost-effective than other forms of online marketing such as Pay-Per-Click (PPC) advertising, social media marketing and email marketing. But perhaps best of all, you want to be enjoying the best visibility possible for the content you have spent so much time writing.

PPC and social media may boost your revenue and showcase your brand image, it’s SEO that remains the backbone of your online presence, constantly working hard behind the scenes and marrying seamlessly into your other digital marketing efforts.

SEO is also favourable because it’s largely invisible and sympathetic to searchers needs: if you have optimised your site and blog post well, hopefully it will rank for the types of questions a searcher might be entering to find an answer to their question. You become a type of answerbank, and in this regard both your aims and those of Google’s become the same. Separate studies have also shown people are more willing to trust the quality of accuracy of organic search results over paid (or sponsored) Google AdWords.

SEO does the hard part for you by getting potential customers through the door, it’s then your job to convince them that you’re the best business to fulfil their needs.

IMPROVE YOUR CREDIBILITY

In the SEO world, it’s no secret that Google rules. This search engine holds credibility and the trust in the search results it delivers. It’s a natural assumption that those businesses at the top of the SERPs are the most relevant and trustworthy for the searchers phrase, while those at the bottom are probably less so.

But what helps Google trust your website? As well as considering the keywords you want to rank for, you have to consider things like backlinks, links to other websites, traffic volumes, easy and user friendly web page navigation, ensuring none of your websites pages contain errors, and more recently, attention to how fast your web pages load, SSL certificates and more.

Keep on top of all these factors and you’ll be in good stead to beat the competition by showing you’re a credible company with a trustworthy website.

INCREASE TRAFFIC

An unoptimised site will find it more difficult for customers to find you – compared with the same site when fully optimised. And it will prove particularly difficult to attract those who didn’t already know they needed your products and services.

This is why Keyword Research is a vital step to ensuring your blog post can attract the type of traffic looking for the content you are providing. It gives you a straw poll of the types of searches people do when attempting to answer the sort of questions you may be writing about. Like many forms of advertising, it’s both based on intuition and educated guesswork. While you may feel you know all types phrases people might search for, there will always be that one person out there who would say: “That’s funny, I would have searched for … instead.” And they are not wrong, hence why keyword research is necessary. Both to analyse the levels of search volume on the phrases you know about, and to highlighting any alternative keyword opportunities you may not even have considered when writing the post in the first place!

To put this into another context,if you had a high-street store selling discounted mountaineering equipment you’re much more likely to be successful by opening it in the Lake District where there is a constant footfall of your target customers, rather than opening it on London’s Bond Street next to a Prada and simply assuming people will come inside.

ANALYSE, TWEAK AND REPEAT (it never stops!)

SEO is a long term commitment and in order to see true success from it you need to continue monitoring and tweaking your approach as you would with any other marketing strategy.

Google Analytics is an invaluable SEO tool allowing historic and realtime analysis of traffic to your site. It gives you all the detail you need to identify sales funnels, your visitors behaviour including how they found you and in some cases what they searched for. It is also not limited to organic searches, but will also give you a detailed analysis of any active PPC campaigns you may also have.

So don’t lose out on customers simply because you don’t fully understand search engine optimisation, or assume it takes more time and money than you have to spare to get it off the ground. Some things are intuitive and, as the site owner, you may be best placed to understand your searchers habits and needs.

Our team of SEO experts can conduct a complete SEO audit of your website and identify what tweaks can offer a world of difference to your rankings and site traffic. If you are interested in ramping up traffic, increasing your sales leads and enjoying the full benefit of the content you’ve carefully written, you should get in touch with us today!

When Should You Have a Website Audit?

What is a website audit?

A website audit is basically a health check up for your website. Typically, it will cover any technical snags or issues a website could experience that would negatively impact the sites natural search engine rankings. These audits are usually quite forensic and technical, assessing a broad range of factors that include everything from page content optimisation and backlinks to page load speed and mobile friendliness to name a few.

We would recommend every website undergoes an SEO audit before embarking on an SEO campaign. Doing this will ensure your website is in the fittest shape possible to climb the rankings helping maximise the benefit of your SEO and online marketing efforts.

It’s important to bear in mind that the price for an SEO audit will typically cover the analysis and identification of issues to be resolved, but will not include the prices to fix them. Think of it a bit like taking your car for an MOT – at the time of testing, it won’t be known what issues (if any) the car has, so it would not be appropriate to try offering you estimates or quotations until the facts are known. It’s for these reasons that most SEO agencies and professionals will typically carry out their own audits before beginning work for you.

Do I need a website audit?

There are quite a wide range of scenarios where a website audit are needed, ranging from the precautionary and strategic, to the reactive (such as attempting to analyse the cause of a sudden drop in traffic). Our advice though, if you have never had a website audit before, it will be a worthwhile investment.

You’ve experienced a decline in website traffic

A decline in traffic to your site, either sudden or gradually is not a good thing for any website. Most businesses rely on thier organic SEO to bring in a steady stream of new visitors alongside other marketing efforts. If this declines, you will likeyl experience a corresponding decline elsewhere in you online marketing.

There’s always a reason for drops in organic traffic but they may not always be obvious to the website owner. This is why you are always best taking your website to a team who specialise in doing website audits to make sure they spot everything that is important to your site.

To measure the effectiveness of your SEO provider

similar to most industries, there are some very skilful SEO professionals out there, but also some who are less so. This is made more complex by the technical nature of SEO itself: it’s hard for a business owner to judge how good the SEO efforts are and where improvements could be made.

It never hurts to get a second opinion via an audit which will often highlight things that may not have been spotted by your existing SEO team. Especially since this is a service you are paying for, at the very least it will help you put an accurate figure on the monthly fee for SEO management and perhaps even offer insights into tasks you (as the website owner) might carry out in parallel to help enhance the results they achieve for you.

Benchmarking your site and performance

Even if you don’t suspect your site is experiencing any issues, a website audit can offer an objective benchmark that will confirm you are enjoying maximum benefit of your SEO and there is little or no room for improvement in some areas.

What do website audits detect?

Websites can experience a wide range of issues, most of which won’t actually be visible with the browser – but search engines will see and website audits will detect. In our experience, newly build websites will always include some (or all) of the following:

  • ‘Hidden’ test pages users cannot see or navigate to on the site, but which search engines will find and index. These are usually used when testing the site, testing the comments or user feedback functionality. Search engines will index this and list it in search if it is not removed altogether, which will have a negative impact on rankings if not addressed.

  • Some page meta data not being completed on important pages (such as titles and meta tags). This is typically due to the wide range of page types a website has and a consequence of how CMS systems such as WordPress work. In some cases, it may be necessary to install a separate plugin to allow you (as the website owner) full control over all pages titles and meta tags. This is the type of thing a website user will not know to ask for and – as a result – is never offered.

  • ‘Thin’ content can occur when you have a page that is only a few sentences that are not helpful to the end user. Typically these will be pages of 100 words or less and including these will actually hurt your SEO and rankings. Our advice with these is to either consider (1) Expanding on the content and making it more usful and longer or (2) If you have a few pages like this, bringing them together under one roof (such as bringing all questions together under an ‘FAQ’ section)

  • Content spam can happen in a number of ways, only some of which are deliberate. If users comment on your website, leave poorly written comments to link on other wbesites, this will negatively impact your site. Especially if any of these comments are from spambots trying to sell thier wears. Some comment spam can be hard to find as it may occur on a page deep with your website, in some cases, for pages that are not navigable by browser.

  • Domains, redirects and non-canonical issues. It’s not very well understood by website owners, but search engines will treat www.yourdomain.com and yourdomain.com as two separate and unrelated websites. If you do not have a 301 redirect from one of these to the others, you will get 2 ‘half listings’ (as each domain may be given half your websites content, leaving both incomplete in the eyes of search engines), rather than 1 highly visible listing. This same issue can exist between http and https which means you now have (potentially) 4 separate domains you need to manage from the one:

http://www.yourdomain.com/

https://www.yourdomain.com/

http://yourdomain.com/

https://yourdomain.com/

Typically, sorting this will beyond the scope of work you have asked your web developer to do, as this is really in the remit of SEO. AS with the ‘thin’ content, because you wern’t aware of this, in all likelihood, you’ve never asked.

Some good tools for website health checks

Fortunately, there are some great tools out there for free which can give you the basic feedback. We recommend every website owner using Google Webmaster Tools – it’s completely free and will even allow you to resolve some of these issues (such as the domain / non canonical issues)

Google Analytics is a vital tool that every website owner should use, it can give you both real time and historic statistics about your visitors, their behaviour (including traffic funnels, lead tracking, split testing and more). While the advanced features get quite technical, the basics are easy to use making this an invaluable tool for every website owner and marketeer.

If you have never had a website audit carried out and would like us to take care of this for you, why not get in touch with our team today?

Technical SEO Audit Services in Manchester

Technical SEO Audit Services

Carrying out an in-depth technical SEO audit can be quite time consuming: and yet, you want to be certain there are no snags on your website that might hamper your climb to the top of Google’s search rankings.

In our experience, websites typically can have a number of serious SEO issues that are often not visible to the regular visitor with a browser. Audit My Website is an SEO company in Manchester backed by more than a decade of SEO experience from each of our staff and is designed to pick up all the details most other SEO reports will miss.

The technical SEO audit includes all the reporting you get with our top level SEO audit with a lot of extra details and analysis to highlight some of the much smaller issues on other pages. So why is a technical SEO audit better?

  • Every page is tested to ensure it can be indexed without issues by search engines.

  • Checks for penalties caused by spam or penalisation for duplicated content

  • Validity check of the HTML and CSS (to W3C standards) to test whether every page in your site is full W3C compliant. This report includes details of any issues found relating to this on a page-by-page basis.

  • Backlink analysis – we will analyse and report on your top performing backlinks to your website, and see which in particular are passing on the most SEO benefit. This can be vital for working out the best link building strategies for your website going forwards.

  • Recommendations on the best ways to improve speed and performance for your website

  • Analysis of page titles and descriptions to ensure the optimal click-through-rate (CTR) : this report will highlight any meta descriptions and titles that can be improved to assist your SEO effort

  • Analysis of website structure to ensure your website pages and Urls are collectively offering the best benefit to your targeted keywords.

  • Test that your website has a valid SSL certificate, and that all resources are loaded over SSL to ensure your website is secured against any interceptions of communication between your visitors and website.

If you have already had a top level SEO report from us, then you already have the building blocks for good SEO, this detailed technical SEO audit report will be sure that all the smaller things across the pages of your site are also identified.

SEO Company in Manchester : Audit My Website

SEO Services in Manchester and the UK

Welcome to Audit My Website. We are a leading website audit and SEO company in Manchester. Search Engine Optimisation (SEO) is the foundation of all online marketing. We don’t outsource to anyone; our team of in-house specialists are passionate about getting your website, and those of other British SMEs in the fittest shape to rank at the top of Google. We give you the details in plain English, and our reports are easy to follow and action. So how does this SEO service work?

The best way to ensure your website ranks at the top of Google is by ensuring it has a solid technical SEO foundation. Audit My Website offer two distinct SEO services depending on your requirement, in this post here you will find out what you get in the top level SEO audit service. But what exactly does the top level SEO audit include?

A Top Level SEO Audit Service from a Manchester SEO Company

This report gives you a high-level summary of some of the biggest SEO snags your website is currently facing. While this will not be an exhaustive list, resolving these will give you the biggest improvement in rankings for the time spent.

This is an ideal package for those unsure of how much work is needed, wishing to get the website SEO foundations right and measure how much benefit further work would offer.

  • Detection of Broken links (these are links within your site that either link to other areas of your website or to other websites that give ‘not found’ (or 404).

  • Duplicated or missing title tags or meta descriptions, or meta descriptions and title tags that are too long and risk penalties in search engines for spam

  • Errors or pages with errors (such as internal server error 500 or similar)

  • Check your website has a robots.txt and sitemap.xml that are indexable by search engines and working for your website

  • ‘Non-canonical’ problems such as having a website with www and non-www without a redirect (similarly, it’s possible to set up the website to include https or non-https. Ideally for best SEO results, you want only a single type of domain indexed, rather than multiples, with an appropriate ‘301’ redirect from any others.

  • Any errors or invalid issues with CSS styles and many of the other main technologies your website relies on

  • Page load speeds to see how rapidly your website and server perform, as these will affect your rankings in Google and give a good idea of how good the experience is for the end visitor.

  • Any security issues that have resulted from WordPress plugins or other server configurations. Sometimes you can find forum spam and similar things appearing on your website if spambots have found a way to quietly include links on your pages.

Once this SEO audit is complete, you will have the option of upgrading to the full technical SEO audit, which gets down into the forensic nitty-gritty of your SEO but typically you can expect the biggest improvement in performance for some of these quicker to resolve tasks.

Technical SEO Audit

How does the full technical SEO audit differ? Find out in our technical SEO audit page. If you are looking for an SEO company in Manchester or are interested in having an SEO audit taken for your website, get in touch today!

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What Is Website Auditing? Why Choose an Audit Company?

The word ‘audit’ can have negative meaning which can be worry some. However, a website audit is very different, it’s aim is to assist companies in assessing how well their website is working and identify any improvements that need to be made.

For example, it can detect a broken link, which is a link that should the user follow it, gives 404 not found or sends the user to a page / domain that does not exist. Website audits can assess how well links are working, and point out those which need updating.

Broken links are usually a surprise for website owners, since they typically aren’t something that gets discovered except when doing a website audit. When you find broken links, you may even be able to identify any lost business as a result of the technical fault. It may not be possible to win this business back, but it certainly should be your focus to prevent it happening in future!

Website Audit: Basics Overview

Auditing a website can also identify other things besides these broken links. These can include the ease of searching for a site, the information being displayed, and navigability. Website audits target these and other vital factors which can influence both SEO and technical usability of the website. As a result of a website audit, both web designers and marketeers should have a clear picture of what improvements and issues can be addressed to ensure the website is as fit as possible. Web auditing also provides additional information on whether the site is using every feature available on the Internet. It is very easy to simply forget or not take advantage of the different areas of the Internet; especially those that have only recently begin to see an increase in popularity, such as social networking sites.

A good audit will provide a lot of information including:

a. How visitors are arriving at a site, whether it’s from online paid advertising, blogs, search engines, backlinks from press releases or articles about the company.

b. What kind of information most visitors to the site are looking for.

c. How easy that information is to find on the site.

d. How effective the site’s section labels are.

e. What keywords are getting the highest rankings in search engines.

In companies where security is paramount, auditing should be able to identify weak points in the armour and security vulnerabilities that may be exploitable but may have escaped detection.

When Should You Perform A Website Audit

Web audits are an effective process for not only identifying existing issues and snags, but also helpful when planning further development and enhancements. Audits can prove more valuable than most imagine. They can help identify very hidden issues that could have gone undetected for sometime. It’s important to note that many of the issues can have a negative impact on your SEO and rankings making it worthwhile for most companies to invest in a website audit.

Performance Reporting

Performance Reporting

Your sales team fight in the trenches to win new business, while your marketers piece together intelligence from this that will direct their efforts efficiently and effectively. That is the hope, anyway. Because better quality information means better decision making. Bridging this gap of reporting and analysis in a meaningful way can prove to be a real challenge.

Here we will guide you through some of the key points that will ensure you have both helpful and effective business performance reporting practices in place that will help you closely monitor and achieve meaningful goals.

Choosing Effective KPI’s and Setting the Right Goals

Key performance indicators (KPI’s) are measurable values which demonstrate how successful an organisation has been at reaching targets. They can be tied to pretty much any metric that gives a good and reliable indication of success or failure of a process. Sales metrics and KPI’s for instance, may help inform the marketing department as to how well the current campaign by the sales team is going. SEO metrics and KPIs may help indicate whether your online marketing efforts are attaining the desired level of visibility and traffic.

Choosing the right KPI is also important. It would be easy to monitor and chase ‘vanity’ numbers such as how many contact form enquiries you had on a particular week, or how many retweets you received. But these would be meaningless if they didn’t also take into account whether these interactions resulted in a sale.

Agreeing attainable goals are also important to staff morale: targets that are too difficult to realistically achieve will likely have a detrimental impact. Similarly, setting goals that are too easy might result in laziness, complacency or lack of focus. As with all parts of business reporting, it’s worth re-visiting this periodically to monitor the effectiveness of any existing system.

Using Visualisations Effectively

Visualising data in the form of graphs and charts can be a highly effective way of communicating complex data in an intuitive and easy to understand fashion. They can also be good for both identifying and highlighting specific patterns and trends which may emerge.

This effective communication of data is vital, since part of the reporting gap we highlighted at the start can depend on one department within your company communicating with another.

With more people able to interpret the information, further opportunities may emerge that help to highlight also lead to further opportunities to refine and filter the data to help tease out any other factors.