Inbound Marketing relies on a fully functioning website that is not only technically correct but is also presenting its content in the best possible way to visitors and Search Engines alike. A website audit can be conducted at the start of our work with a client or as part of an on-going maintenance process within a retainer.
Step 1 of the process
Objective: Gain access to the website CMS, the website analytics and a report of all the content.
- Request client to add: firstname.lastname@example.org to the following accounts
- Google analytics (MUST be an admin user to allow connections to search console, SEMRush etc.)
- Google Search Console (was Webmaster Tools) (MUST be an admin user to allow connections to analytics and SEMRush etc.)
- Their website CMS (content management system) at an administrator level
- Their HubSpot Portal (if separate to the website CMS)
The password for all of these should be changed to Ibo9481234*[XX]123* where the [XX] are the first 2 letters of the domain name (lower case). This means we all know how to login.
e.g. BabelQuest would be Ibo9481234*ba123*
- Request the Head of Inbound Marketing to provide an export spreadsheet from our Screaming Frog SEO tool (1 licence only and sits on a Mac rather than in cloud) listing all pages.
Step 2 of the process
Connecting our SEO tools
Objective: Connecting our tools gives a better 360 degree view of the website
- Once we have been given access to the above resources we should then create a new project in SEMRush (2 logins - vaughn@ and becky@)
- As you set up the various elements of the SEMRush tool you will be asked to connect to Analytics and/or Search Console accounts.
- Run the SITE AUDIT for an initial score.
- Anything below a score of 75 would indicate some remedial work and optimisation is required. This should largely be content issues e.g. broken links
- Anything below a score of 60 would indicate potential technical as well as content issues.
- If the audit does not run then that indicates serious indexing issues with the website. Refer to subject experts for an opinion as to the cause (currently Dan or Vaughn).
Step 3 of the process
Categorise the areas of concern
Objective: Identify what aspects of the website’s design and build may require attention
- Visual and User Experience:
Work through the website to gather a general view on the aesthetics and usability of the site for example:
- Is navigation clear and easy to follow
- Are pages laid out in a helpful way
- Are colours, fonts, page widths etc. modern/contemporary
- Is the website responsive for all screen sizes
- Is there anything to do on the website (forms/CTAs/interactive features)
- Is there any video content
- Is there evidence of constant additions of content
Tools to use: The website, your eyes and your mouse
- SEO optimisation:
Are there many content-related issues that will impact SEO performance, for example:
- Broken links (internal and external)
- Missing meta description (pages and images)
- Duplicate meta description
- Indexing or sitemap issues
- Pages with little or no content
Tools to use: SEMRush and Screaming Frog
Are there many technical-related issues that will impact SEO performance, for example:
- Minimification errors
- Security (https) errors
- Speed/size errors
Tools to Use: SEMRush and Search Console
- SEO Rankings
Extract the keywords the website is presenting and look for opportunities
Run SEMRush Position Tracking
Extract spreadsheet of Top 100 Keywords (organic)
Paste into Web Rankings Spreadsheet (Master Google Sheet here - where? - PLEASE COPY FIRST) which will flag up:
- Green: good performance
- Orange: opportunity to improve
- Red: more difficult to rank for
Check in spreadsheet for potential for non-branded keywords?
Step 4 of the process
Order recommended website correction actions by priority
Prioritise an action list:
- Easy to correct and makes a big difference to score
- More difficult to correct but still makes a big difference to score
- Everything else that produces marginal improvement
Step 5 of the process
Prepare and present the audit report
Create the report.
If Retainer Customer: Build items and actions into Marketing Plan and/or Campaign Centre according to priorities. Consult a subject expert on the number of points required.