Reviewing your website for search engine optimization (SEO) can be time consuming and costly. SEO is always evolving as search engines update their algorithms. What used to be best practice is now frowned upon, and unless you perform a regular SEO audit, your website could be penalized.
SEO audits are about more than just safeguarding your website from the changing whims of search engines’ fickle spiders – it’s also about ensuring that your users have a great experience on your website. People are looking for website that are engaging and offer a unique and personalized experience and you need to deliver or they will go elsewhere.
Here are four simple reasons why you should complete a regular on-site SEO audit:
- Changing Algorithms
Google’s Panda update, released in February of 2011, saw a shift of focus towards high quality online content. If Panda determined that your website contained only low-quality, spammy content, you were penalized and may have seen a drop in your organic ranking. Google latest algorithm change, dubbed “Pigeon” by Search Engine Land, gives more power to local listings, and aims to improve the user experience for searchers seeking a local business. Regular SEO audits can help you traverse these changes and maintain your business’s high ranking.
- More High-Quality Content
Regularly consulting your analytics can help you determine whether users are having a truly valuable experience on your website. Maybe you wrote what you thought was a great how-to guide, but no one is reading it. Regular SEO audits can help you determine which content isn’t appealing to your customers, which can point you in the direction of what to avoid and where you can improve.
- Fix Simple Coding Errors
A portion of your website’s SEO is comprised of simple coding factors like meta-titles and heading tags. Using SEO auditing software like Screaming Frog can point you in the direction of which pages need new titles or better-optimized headings. Search engine spiders read these tags in order to determine how relevant your content is. Poor coding can aversely affect your rankings, but it’s an easy fix if you conduct a regular SEO audit.
- Link Quality
Back in the olden days of SEO, you could purchase links on directory pages all over the internet, and search engines would reward you. Today, it’s all about quality over quantity. SEO audits will tell you who is linking to your site, and you can use this information to either cut ties with toxic connections, or to improve relations with valuable partners.
Auditing your website will ultimately improve your organic ranking, but more importantly, it will ensure that your visitors have an exceptional experience on your page.
Curious how running an SEO audit will positively impact your business’s goals? Nolan Wilson Freelance can help. Contact us today!
Connect with Nolan Wilson Freelance!
Nolan Wilson is a Freelance SEO writer in Toronto that specializes in SEO writing and blogging. He has a Master’s Degree in Library and Information Science and is a professional member of the PWAC. Connect with him on Google + and Twitter.