For many businesses, a robust website and digital presence enhances brand recognition, draws in visitors, increases engagement and drives sales. The foundation of a website rests on content and visuals and of course a vigorous search engine optimization (SEO) strategy. Yet, creating and publishing a website for your business is not a “one-and-done” proposition. It won’t matter how stunning the original images and graphics are or how much great content was launched on the original website if those images no longer display properly, that content is outdated or the site has broken links. If your target audience can no longer find you because the search engines have given up on your website, none of the initial glory of your aging site will make a difference.
Websites should have an audit and some housekeeping performed at least once per year; ideally, once per quarter. In the fast-paced and ever-changing world of the internet, it’s important to keep content fresh, images loading and links forwarding. Performing a website review and making edits and changes will also help boost SEO for relevancy and freshness. These updates are more than just keywords and sitemaps. It is also important for Search Engine Result Pages (SERPs).
The focus of a cursory website audit should include the following:
Here are some questions to ask yourself about the content that is currently on your site. Do you have a sitemap or a listing of all the content and URLs in your website? Is the content relevant and accurately informative or descriptive? Does the content align to what your organization offers or how your business currently runs and what it is doing now? Could the current content be refreshed? Is there any content that may be repurposed within your website or on social media? Do you have content gaps that need to be filled?
Whether internal or external, and it seems silly to say this but, active and working links are important. While backlinking remains important for SEO, broken links of any kind on your website are frustrating for your visitors and deliver an unprofessional impression. Register your website with Google Search Console to see what links may be broken or what content is generating a 404 not found error.
While you are performing an audit, you will also have the opportunity to determine if your content remains SEO friendly for the current state of your brand. Is your content full of your targeted keywords and phrases while being engaging and informative? When was the last time you reviewed all of your meta data?
Scroll through your website and review it from a purely visual perspective. How are the images displaying? Are they fuzzy, undersized or oversized? Is the color scheme and patterns that you use dated or visually (and unintentionally) obnoxious? Do the imagery and the colors and patterns that are currently on your site convey a positive impression and reflection of your brand?
If your website needs a current audit, contact us to start the conversation. We would welcome an opportunity to fine-tune your existing website to help it generate visibility and perform optimally.