The first step in any marketing effort, whether it is a new site or updating an established site, is a comprehensive analysis. Our philosophy of only doing work that provides a positive ROI requires that we know where we are starting instead of starting a marketing plan that may or may not meet your needs.
When we perform a site audit or site review we take as comprehensive an approach as possible. Every site audit, like every website, is unique and each review is done by one of our qualified staff. Your confidential site review may include:
- Site architecture (internal linking)
- Source code review
- On-site SEO issues
- Content quality and uniqueness
- External linking strategy
- Keyword survey
- Social media opportunities
- Current search engine indexing
- Analytics survey (if access is granted)
- Competitor survey
What You Receive
Depending on the depth of the audit you desire, you will receive reports on your website’s current technical status, on-site (or technical) SEO, off-site SEO, external links, content structure and site navigation.
We offer two levels of site audit, the most common being a top-level look at the overall health of your website and marketing or a much more detailed deep-dive that explores nearly every page on your website and requires access to your Search Console (if you don’t have that already you really need an audit) and Analytics accounts to be thorough.
When our audit is complete you will receive a detailed report explaining the status of your website and an action list you can use to make the changes we recommend yourself, or to use as a guide when hiring a company such as ours to perform the work for you.
Marketing audits are more complex. These apply primarily paid traffic from sources such as AdWords, Facebook Ads, Amazon Ads, email marketing and so on. If you are using it to send traffic to your website, you need to be confident that your money is being spent as well as it can be.
We start by looking at the overall health of your campaigns and their historical performance. This report is important in that it gives us a starting point for your unique process. We then do what we call a deep dive into the details of your campaigns, bidding, keywords, and conversion rates. This will help us determine where you can make improvements in your bid strategies, organization and overall return on investment.
In-depth keyword research is an art in itself. Proper keyword research is more than just guessing at what phrases are great to rank well for in the search engines, it is about identifying opportunities to attract “customers” rather than “traffic”.
When we perform keyword research on your site we look at
- Short tail keywords
- Long tail keywords
- Competitiveness of keywords
- Estimated traffic for those keywords and phrases
we then produce a plan of action to target the phrases we believe will provide the best ROI for your site. In many cases, this is a combination of long tail keywords for faster, more targeted traffic, and short tail keywords for less targeted but higher volume traffic.