On Site SEO Advantages and Making Use of Them
As an SEO, I believe that it is imperative to review my on-site SEO once at least a few months, an SEO internal-audit if you will. For me, this happens once a quarter, that is once every 3 months or once every 4 months if I’m too lazy about it. For you, it could be anything from once a year, or on a semi annual basis, or even once a month your call.
Above all, most SEO experts and practitioners do not give this internal audit proper importance. Its importance cannot and should not be understated, and it is important to revisit your internal on site SEO periodically even if your website didn’t go through any major changes or an overhaul.
Simply changing the contents of pages, adding links to a couple of pages and posts, testing new CTAs, tweaking theme settings and the like are good reasons to do an SEO audit. Doing so allows you to check if everything is working in order and as intended. Think of it as running periodic maintenance on your automobile: even though you’ve not changed anything in it intentionally, just the fact that you use it daily, and put it through the rigors of the road every day would definitely warrant maintenance every now and then.
Before we look into how you can audit your website, it is important to know that for a complete internal review of your website, you need to look at it as a visitor, from the traffic’s perspective, by putting yourself in their shoes.
Once you do so, ask yourself how well your website fares in terms of:
- Usability How good is its navigation, functionality, and performance.
- Content Is the content unique, high quality, high value, relevant, up to date, and accurate Is it updated periodically Is it in adherence with your brand elements
- Search Engine Optimization How good is you’re on site SEO Are you putting enough resources on enhancing the browsing experience better
So what steps can you take in order to revisit your SEO and determine if everything is working as intended
Broken links and or missing pages:
Broken links are bad from the user’s perspective, and a single broken link could mean visitors leaving your website. From your perspective, it is important not to give users any reason to do so, and periodically check for broken links and missing pages. If you deleted a page recently, all internal and external links should be 301-redirected, as that tells Google and search engines to pass on the link juice to the new page. If you are using WordPress, this is my favorite plugin for checking broken backlinks.
While it is important that you determine the most important keywords to your business in the beginning and make them a part of all your SEO efforts, it is equally important to review your keyword strategy to check your analytics periodically to see which keywords are driving the maximum traffic to your blog, which keywords are doing great and which aren’t. Above all, considering behavioral changes and fluctuating industry trends, are there any keywords that you should be targeting in order to get more traffic to your website but aren’t. For me, it is essential to target new keywords once every 3 months because of these trends and the change in jargon.
With the passage of time, people change, products, and service s change and companies also undergo changes. This means that the content on your website will also be needed to be changed and updated accordingly. Visitors will not have any reason to stick around if they do not have access to updated and fresh content or content which provides them with solutions, or value of some sort. It is important to comprehensively review the content of your website at least twice a year. Also ensure the pages and posts have proper meta information, tags and are updated with search engine optimized content. Let’s be honest, a blog with a Halloween Sale in March would just be embarrassing and leave a negative impression on the visitors. Furthermore, the content should be human-readable, should have relevant CTAs, and should target influencers as well as decision-makers. By looking at the content of your website from a visitor’s perspective, you would easily be able to determine the answer to all these aspects.
If someone were to ask me the best way of visitor engagement, it would be internal linking A good internal linking structure allows your visitors to stick around on your website and keeps traffic engaged for longer. Picture this: your content is interesting and your internal linking is so good, a visitor jumps from post-to-post and spends time on your website, ultimately responding to your CTA eg. subscribes to your posts. Plus good internal linking is convenient: it doesn’t require the user to navigate back and forth, or all the way back to the homepage, instead of making it easier to find information. And if all that isn’t reason enough, internal linking is an important aspect of SEO.
An SEO review is very similar to how any corporation large or small conducts a financial audit. Whether you hire a third party to do the audit, or if you decide on doing it yourself, an internal website audit is an extremely good, essential SEO practice. I highly recommend such an audit be done at least once a year, but more frequently, if time and resources allow for it.