Increasing Performance with the Website Audit

While most people shudder at the word “audit,” there is one kind of audit that actually brings smiles on the faces of those who carry them out. A website audit is a process that gauges the performance of a website in various search engines. The many variables that are measured give site owners and operators an idea of how well a certain website is performing in areas of SEO. Before any SEO tweaks occur, owners perform the all important website audit to decide exactly where a website needs improvement.

Owners learn a ton about a website’s performance by performing an online audit. Without the audit, it can be impossible to tell exactly where a website is failing in search engines and other areas of online marketing. So what exactly happens during a website audit what variables are measured? The always helpful SEO audit checklist helps owners know where to measure performance. For SEO purposes, it’s important to make sure that your website is accurate, not just on “SEO” details but on ALL details. This is a very helpful example of an audit checklist.

As you’ll notice, you don’t just check for things like keyword density and page rank in major search engines, but whether or not your information on the website is accurate. Speed tests are also important because your site isn’t going to benefit from high page rankings if it’s not functional on speed tests. The average web visitor is going to abandon a slow site almost instantly. Keep in mind that in recent years, advances in technology have made slow websites exceedingly rare. The average attention span of a web user has also declined, as those visitors have millions of other instant results ready to serve them if your website doesn’t.

A typical audit checklist will look for common signs of high performance, such as high search engine rankings in all major search engines for all major keywords of the site, functional links that aren’t broken, a large number of backlinks to important pages of the website, and of course, keyword density, accurate meta tags, and white hat SEO techniques that reveal they are performing at a high rate in major search engines.

Unfortunately, many audits show that you’re missing opportunities on major areas of SEO. For example, it might reveal a high number of broken links on a very large site. Search engines love sites that function the way they’re supposed to, at a high speed, and not websites that have a lot of broken links and outdated information. If a page is outdated, some search engines even have a handy form where you can report broken links on a website. Never leave a broken page on your website. It’s like telling a search engine that your website isn’t important to you and therefore isn’t going to serve your visitors well.

The end result of a good audit is going to be a lot of suggestions that are realistic and that will increase your SEO rankings in major search engines.