But the purpose of a digital marketing audit should not just be highlighting these areas. It should also be to produce actionable recommendations that can be turned into a data-driven strategy for your various digital channels. These recommendations should always be tied back into your core business objectives and growth targets.
This guide covers 7 key areas to allow you to complete a holistic and actionable digital marketing audit:
Actioning a Digital Marketing Audit
1. Tools for Conducting a Digital Marketing Audit
Marketers need to take Equatorial Guinea Email List a deep dive into website performance data and have a robust understanding of how this performance is measuring against your KPIs. There are several free tools that are available to help you do this efficiently:
Google Analytics: For key insights on how your website is receiving traffic, how customers engage with your content, and for measuring ROI.
Google Search Console: For monitoring and troubleshooting your website’s organic presence in the Google search results.
Google Keyword Planner: For conducting keyword research, understanding search demand, and calculating projections.
Ahrefs (7-day free trial available): For understanding your website’s visibility, keyword research, competitor analysis, keyword rank tracking, and backlink analysis.
Screaming Frog (free version available): For crawling the pages on your website to diagnose onsite issues regarding technical SEO and content.
If you need alternative SEO tools for your website audit, you can find out the best ones at Digital Agency Network.
2. Technical SEO
Maintaining control over which pages on your site are able to be indexed is also key. It’s important to make sure that all the pages you want users to be able to access are indexable, but you also need to ensure that you only index content which is of value to users and will not confuse search engines when choosing which pages to rank.
Then there is also the question of the quality of the user experience that your website provides. Things like mobile usability and page loading times are all taken into account by Google, and are known ranking factors. Therefore, taking steps to improve these aspects of the user experience will be rewarded with higher rankings.
When auditing the content on your website, you should review performance with a critical eye and use these insights to create an actionable strategy that can feed into your other marketing activities too.
To gauge how your content is performing, there are several metrics you’ll want to look into. Firstly, how does your website currently rank for your focus keywords? Focus keywords can be keywords with high search intent, high commercial value, high search volume, or a combination of all three. Do you have pages which are not being indexed at all, either due to thin or duplicate content?
Secondly, use Google Analytics to examine the amount of organic sessions across the site and look into which pages are driving the bulk of these sessions. Click and impression data from Google Search Console is useful for this too, as you can gain insights at a page level but also for individual search queries. Click through data can be an indicator of how engaging your metadata is from a user perspective.
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And thirdly, dig into your organic conversions. Are these mainly driven by your service pages or does informational content play a role too? How do your conversion rates differ across different ? It’s all very well driving traffic to your site, but it’s important to make sure this is resulting in real ROI too. We’ll delve into this in more detail below under ‘tracking and reporting’.
Questions to Ask of the Content on Your Website:
Which pages are ranking well and which are not?
Does poor performing content need to be taken off the site, or can it be improved to work harder?
Which keywords are driving the most traffic?
How much of my traffic is coming from brand searches?
Which pages are engaging organic users once they arrive on the site?
Which pages perform well in terms of session duration and bounce rate?
What kind of content are your direct competitors producing, and what opportunities are there for you to create new content?
Can any of your content be used as assets for other marketing channels, e.g. as part of an email campaign or promoted via social media?
4. Off-Page SEO
Your backlink profile (the list of inbound links pointing to your site from external sites) is an essential element of your business’ online success.
In a world where each new link counts as a vote for your website’s authority, but where not all votes are equal, the necessity for brands to participate in activities that nurture a positive, natural backlink profile is well-recognised. This has been particularly evident since Google released the Penguin algorithm update to crack down on spammy and manipulative link building tactics.
Ahrefs is a great tool for understanding your backlink profile, as it provides you with a clear overview of your backlinks, the referring domains, and a ‘domain rating’. This domain rating is a third party metric which aims to signal the strength of a website’s backlink profile on a scale of 0 to 100.
If you are attracting a high number of links from poor-quality, or irrelevant websites with low domain ratings, then this can cause Google to view your website as lower quality too.
If you find that your site has a large amount of bad quality or suspicious links pointing towards it, then it may be worth submitting a disavow file to disassociate your site from these low-quality domains. Be careful though – a cautious approach is best here, as you do not want to remove huge chunks of your backlink profile because this can damage its overall value too.
You should also use an audit of your backlink profile as an opportunity to identify any broken backlinks that are pointing towards 404 pages. Make sure these are redirected appropriately so that your site continues to receive some value from these links.