Recently we talked about what is SEO and why its needed, but now we want to get further into how to build a good foundation for improving SEO. A good Website Audit is one of your most valuable tools as a business owner. Its one of the best way to set a baseline to see if your marketing efforts are actually paying off. The focus of these audits are usually traffic statistics, keyword rankings and visitor sources. They can (and should) also highlight the work that has been done since the start of any SEO work. Unfortunately, we often see examples of website audits that have been filled with a lot of useless information. They usually provide no guidance on how to proceed with your marketing strategy or what to improve. 

You as a business owner should be able to determine the level of detail of these reports that you want to collect. Having these types of reports available gives you an opportunity to review what improvements are actually working. Learn to focus on your strong points and make the most of your marketing budget.

So what should you request in a Website Audit?

A detailed monthly report from an professional agency will include the following: 

  • What has been done since the last report. This will give you a traceable overview of the changes that have been made since you’ve started improving your SEO. It’s also a good review to see if you’re spending your money wisely to achieve the goals that you have in mind.
  • What is currently being worked on. Stay informed about what is going on with your website, so that you can adjust your business needs and offerings as needed. The goal of this should be to target and improve your current eCommerce weak points. 
  • Recommend on how to improve. If you’re hiring a SEO professional then they should have your business best interest in mind. If they see any potential opportunities for your business to improve, then they should be able to provide you with recommendations and take care of the changes that are needed. 

Anything else that can help?

Although not required, we also recommend to request the following statistics on your website audits If you’re doing your own SEO work, then you can also collect this information and store it for your own record keeping: 

  • SEO Health – This will be a quick overview of any performance based website problems that can affect SEO rankings 
  • Backlink count and health – See the type and amount of backlinks that are pointing to your website 
  • Organic traffic statistics – Understand your organic traffic sources and where this traffic is coming from 
  • Sales conversions – Get a full understanding of your sales conversions or if not available, then where users are dropping out of the sales process. 
  • Bounce percentages and time – Are users actually utilizing your website? See statistics of how long they visit individual pages 

Not every business has the same requirements for website audits, but that doesn’t make them any less important. You will want to start keeping record of the changes that you’ve made to your website. Having that information available will give you a chance to review what has (or not) worked for your website and/or ecommerce business.

If you’re looking for a professional to provide you with an website audit, then please check out these verified sources.