If you’ve ever wondered why your website isn’t performing well, or pulling in the traffic that you expected, there’s a simple way you can check to see why. Website audit tools are available to provide an in-depth analysis of a website in its entirety and determine the underlying problems.
When you originally built your site, did you keep on top of updates? If not, there might be extraneous code or other issues that are negatively affecting your site’s performance, including site speed. If you post blogs or other content regularly, there may be links that no longer work, along with large images that aren’t compressed, and the list goes on and on. Running an audit will tell you where these problem areas exist, and will provide the information you need to help correct the issue.
So, What Can a Website Audit Check?
There’s a long list of areas that an audit can cover including:
- Design/user experience
- Site Speed
- Technical Code
For example, SEMrush, an online marketing toolkit software, will provide a breakdown of all the issues that impact a site’s performance, from technical issues to content issues. SEMrush will provide the current website score and will separate the issues into Errors, Warnings and Notices, with Errors being the most impactful.
Each category will contain the URLs of the website page with the specific issue, so you won’t have to play a guessing game to figure out where it lives.
When it comes to SEO, with Google’s changing algorithms, an audit can help determine whether your site has broken links, long title tags and missing meta descriptions that could be hurting your search rankings. The first step to achieving your traffic goals is to work on fixing these areas.
A Website Audit Success Story
Running website audits has allowed us to catch and find issues that could impact a site’s performance and Google rankings significantly. For example, a company recently had a new website built, which included a separate client portal subdomain. They were unaware that the subdomain also housed the entire website, just with a slightly different URL. When we originally ran the audit, the site score was 44% with significant errors. The report had shown duplicate content, meta descriptions and page titles. After finding and addressing the issues, we were able to meaningfully improve their site performance by 48%, bringing the score to 92%. Not only did it improve site performance, it also significantly impacted the company’s SEO rankings. They went from not ranking in the top 50 to having keywords in the top 10, and their website traffic grew.
If one of the main goals with your website is to drive traffic and provide a user-friendly experience for your visitors, it doesn’t hurt to make sure your website is doing just that. There are always ways you can improve your website, even if it was recently built.