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SEO (Search Engine Optimisation in Tag: visitors)

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: visitors, 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

What Does an SEO Audit Typically Include?

One of the biggest issues business people will often raise about their website, is not being able to see their website in the search rankings (SERPS). Perhaps understandably, many will want to find effective ways of appear at the top of the first search page in order to maximise visibility. What they often overlook, is why their website is not performing as it should. Website owners need to perform an analysis on why their site is not ranking high in search and not converting more visitors to leads and leads to customers. In others words, their site needs a check up. The successful approach to this, is to have a fully comprehensive website audit.  This should be done before you embark on any site changes as much of the feedback will guide both the user interface (UI) and also content and SEO changes that may be needed to ensure the best rankings possible for these search terms.

There are four aspects of auditing a website which include content and SEO health, code security and page load speed are among the most important. An SEO audit will give you an idea of how your website functions for the crawlers and search engines, how it appears in the search results (SERPS) and how you’re focusing your SEO efforts. Are you concentrating on impressing search engines or your visitors? Are you executing some SEO strategies poorly? For instance, are you using the right keywords or are you using them correcting or incorrectly, such as stuffing them into places where they don’t make sense.

There are over 20 areas of concern when you perform a technical assessment on your website. While there is not enough space to go through all of them here, let’s list some of the more important ones.

· Error messages – Is your site error message free or do visitors get error notices, such as 404 notices. Do they contain any temporary or permanent redirects, such as 301 or 302 notices.

· URL issues – Are they too long or contain characters that do not belong. Keyword stuffing your URL will hurt, not help when it comes to SEO. A good rule of thumb is to ask the question “Can I tell what this page is about by reading the URL”. If the answer is yes, you’re in good shape. URL’s should not contain dynamic characters (#,<,>,&,%,$, etc.). if you do use them, keep in mind that each character has a specific use and you must be sure you are using them correctly. The symbol # is ignored by search engines.

· Links – Links are the most important facet of SEO and are an article by themselves. For now, external links should be relevant to your site and authoritative by nature.

· Meta tags (Title, Description and Keywords) – Meta titles are the blue line you click on a search results page (i.e. Google Search) to be redirected to a site. They should contain the keyword, be 50 to 70 characters in length and be unique to the page. Each page should have its own title. The Description is similar. Make them unique to the page, do not stuff keywords. They should contain contact information. A geo qualifier is important, i.e. Milford CT. Use more than 140 characters but less than 156. Meta keywords are ignored by most search engines so go ahead and ignore them as well. Be sure to limit them to 8 words and less than 100 characters if you decide to use them.

· Other places to look at in a technical SEO analysis include: h1, h2 tags, alt tags, images, anchor text, robots, file size, page depth level, internal links, site maps, bot crawling, and follow, no follow.

Ensuring the technical aspects of your site are correct and up to date is important, but site content must be examined too. The first question to ask is “Is the content on this page high quality?” Put yourself in your visitor’s shoes and ask “Did my questions get answered? Was it easy to find what I was looking for? Was the information valuable? Was the material well written?” Answering no to any of these questions should motivate you to make improvements.

From an SEO perspective, the keyword for each page should appear in the top headline (h1 tag). This alerts the search engines to what this page is about. Every page should have its own keyword. Put the keyword at the top of the first paragraph and then use it only when it makes sense to do so. If you have images, and you should, put the keyword in the alt tag as well as a word or two that describes the picture.

Once more visitors are seeing your site, are you maximised to get leads? For instance, how easy is it to navigate the site? Are your main value propositions appropriately displayed to get the most attention? Is your site free of distractions? For instance, you should never have a link that takes the visitor away from your site. If you do have outgoing links, make sure they open up in a new window. Are your Calls-To-Action clear and easy to follow?

Websites audits can be challenging, and we would not recommend that website owners attempt this themselves, we recommend employing a team that specialise in this service such as Audit My Website in Website Audit.

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Get More From Your Website With A Website Audit

There are websites available for all range of purposes. For some businesses, the website is their online shop front while at the same time, for others, it can be a way of promoting products, services and the brand. There are so many different roles that websites can provide; some may be for data collection and processing, others may be for showcasing products or services. But each will have their own purpose, and needs.

One way to ensure your are maximising the benefits of your website is having a regular website audit. With a website audit, like those from Audit My Website, the site is tested for speed and performance, the expert will examine all pagses, following and checking links to ensure that all visitors can successfully navigate the website without issues.  When all links are confirmed working, the website owner can be sure enough that the visitors will be able to view everything that the website has optimally. This also includes factors such as page layout, user interface (UI) and more.

A website audit will also be able to check on the number of visitors that the website has achieved for a certain timeframe along with its rankings in the search engines. This will be helpful for the website owner as they will be able to see if the marketing technique they are using is working or not. The more visitors a website obtains the more possible clients it can have as well. If the website is not getting enough visitors, then there must be something wrong with how the online marketing is done. This will be able to be corrected by the website expert.

Through site audit, the web expert can see if there are some things that should be changed within the website to make it more friendly and attractive to web browsers. Sometimes, websites have certain parts which are too difficult to understand for ordinary web browsers. If you wish to make the visitors feel at home and head on to exploring your site, you need to make the website user-friendly and easy to understand. The website can be corrected if it undergoes audit from knowledgeable web experts.

A website that has been audited will perform much better and likely attract more visitors. This is now what many website owners invest on especially if they would want to have the website itself generate more income on an ongoing basis. This service is actually being offered by many SEO companies these days. Sometimes, it is even part of the package on offer. Business websites are the ones that most use this type of service. It is important that website owners inquire on what the audit will cover so that they would know what to expect from the service. Auditing may be done on a regular basis so that the website is well-maintained and examined. This will help in getting the best from a website which can provide profits to its owners.

Web Analytics

Web Analytics

With a retail environment, it’s easy to see how customers behave; their general flow, leading to ‘hotspots’ and visibilities of particular product placements, thereby allowing the company to decide how to present the store. However, with a website you can’t see your visitors at all, so something more is called for in order to allow you the same insights.

In 2005, Google rolled out their own version of Google Analytics, using technology from their previously acquired Urchin Software Corp in April 2005. This included a lot more detail than a lot of other tracking software of this time and it has continued to become more feature rich to this day. This is a technology we include on all websites we build today.

In this post, we will cut through the technical terms to explain what each area actually does and will detail how these can be used effectively to give you ideas you can use to develop and enhance your digital marketing campaign.

Goal Tracking

Goal tracking is a useful technique which helps to identify important factors that determine the likelihood of a visit turning into an enquiry. By setting up a ‘goal’ you are telling the analytics what action you consider to be a ‘success’. If you run an online shop, this may be completing the checkout phase (i.e. entering credit card information and completing the purchase), or may simply be completing a contact form, or downloading a brochure or something similar. You can have as many goals as you wish and these can be tied to almost anything that happens once a visitor is in your site.

Doing this, opens up a new possibility: you can then analyse the data collected, filter by those that reached the goal, and work back to how they initially entered the site, what their path through the site was and all other information which helps identify any patterns or factors which may have contributed to this goal being reached. This can also be tied in to your other business reporting as part of your marketing automation efforts.

For instance, doing this may highlight that visits following links from your Twitter account and twice as likely to result in an enquiry, or that people looking for a product A are much more likely to buy on their visit than people looking for product B. Once you have these kinds of insights you can then update your website to reflect this: if people looking for product A are much more likely to enquire, is it worth having a banner advert on each page leading people directly to this product?

Split Testing ( A/B testing )

This is a new technique that appeared as a result of highly developed web analytics and is most useful when used on landing pages. By preparing two versions of a landing page, users can be delivered randomly to version 1 or version 2. Their behaviour is then closely measured using analytics to identify which version of this page has the highest conversion rate.

By repeating this test to tease out each factor that influences behaviour, understanding the customers behaviour better means you can improve the conversion rate of the landing page itself.

Funnels

Once you have set up goals, funnels allow you to get even more detail on the path the visitor took before reaching the goal. These could be (for instance) arriving on the homepage, clicking ‘about product A’ then a page ‘buy product A’. By defining each of these pages as funnel steps, you can then analyse the ‘drop-off’s’ and ‘exit pages’ where people did not follow the beaten path we were expecting. This can highlight optimisation opportunities to make it more obvious how to navigate this path.

Funnels can also be used to produce nice visualisation which illustrates the flows and drop-offs at each step helping you address any of the common reasons or places people do not enquire.