Online presence audit explained
Want to know what’s working on your website and, more importantly, what’s not? An online presence audit is the way forward.
What is an online presence audit?
An online presence audit is exactly what it sounds like: an analysis of your business’ presence online.
If you’re wondering why prospects aren’t finding your site on Google, or why your site doesn’t generate traffic and leads like you hoped it would, it’s worth taking the time to get the answers to these questions.
If you own a business or do marketing for a business, having the answers to those types of questions can drastically help to improve your presence online. To get those answers, you need to conduct a comprehensive online presence audit – or give us a call and let us do it for you.
Audits may vary depending on your business and industry, but they generally report on the following areas:
- Editorial content review
- SEO factors – on- and off-page
- Social profile review
- Online reputation review
- Competitor research
Once you’ve conducted an online presence audit, you’ll have a much better understanding of what you need to focus on in order to improve your website’s performance.
On-page SEO analysis
What better place to start your online presence audit than with your website? Here’s our rundown of how to check your SEO.
Start with the homepage
Check for errors, and make note of them. The homepage is often the first thing potential customers see, so make sure everything is in order – and if it isn’t, fix it.
Review your title tag, alt text, meta description and H1/H2 tags
Are they all keyword optimised and within their unique character limits?
Identify local attributes when necessary
If you have a local business, make sure you include your city or the area you serve within your on-page attributes.
Make sure your site is mobile optimised
Google penalises businesses with websites that aren’t optimised for mobile because they don’t provide good user experiences. And with more and more of us browsing the web on our phones and tablets, this is more important than ever.
Content and structure
Check the homepage and main content pages of your website against the following list. If your site is lacking in any of these areas, it’s worth considering them.
Does the homepage address a problem?
Addressing a problem your audience experiences makes them feel like you understand what they’re going through and helps to build trust with them.
Does your site give people a reason to trust you?
If you can, include quotes, client logos, testimonials, case studies, awards, and anything else that helps instil trust and develop your reputation.
Are there 300-400 words of copy on the homepage?
Having substantial content on your homepage helps improve SEO, and gives you a chance to include keywords. A blog also helps you establish your business as an authority in your field.
Do you use video on your site?
There’s a reason YouTube is the second only to Google as the most visited search engine in the world: people love video and engage with it. It’s easy to digest, and a great way of presenting information without making users read pages of content.
Do you use CTAs?
Calls to action make it clear what the user’s next steps are – a fundamental element to increasing conversions and getting customers down the funnel.
One of the best things you can do is to see what other people are doing and how they’re doing it. Look at the websites of other companies in your field and look for key things they’re doing on their sites. That way, you can identify areas where you might even be able to outdo them.
A social media presence is an essential tool to have in your belt as a business. But you don’t need to be present on every social platform out there; instead, look at your target audience and consider which platforms they’re more likely to use.
Once you’ve set up your relevant social accounts, make sure that you post regular, informative, engaging content, and add social icons to your site so that visitors can see where you hang out.