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  • What is site audit?


    A comprehensive audit of the site is a General analysis of the resource, which helps to find technical problems in its work, improve the characteristics of the site for search engines and users. Such an audit makes it possible to determine the reasons why a web resource can not reach the top of search engines, and also allows you to save a significant part of the finances that went to inefficient promotion.

    In order for the work of the resource to give a result, it must be attractive to both users and search engines. No matter how many links were purchased, without a quality SEO audit the site will not rise to the top positions, and therefore will remain unnoticed for most potential customers.

    Table of Contents

    The audit allows:

    • analyze the overall operation of the resource and give statistics;

    • to find the errors and their causes;

    • exclude all inefficient spending in the promotion;

    • get recommendations to improve usability, conversion, and sales.

    The problem is that people who have paid for the creation of a good web resource but are far from Internet marketing, expect that the work is finished. In fact, without SEO-optimization no increase in visitors can not wait, so before you start promoting just need to contact the experts.

    4 technical trends shaping the future of the entertainment and media industry

    Site audit: what is included in the complex site analysis?

    The whole analysis can be divided into two components - the internal and external audit of the site.

    Internal analysis is a process that takes approximately 80% of the time of the entire audit. It helps to identify all errors, flaws in the layout, broken links, and flaws. The qualitative internal analysis will solve the problem of unstable attendance of the web resource, the lack of feedback from customers, low conversion.

    Since each project is unique, it should be developed its own strategy to promote the site. Therefore, independent analysis without taking into account the huge number of small details may simply not make sense. The best option would be to contact a company engaged in SEO-optimization. Usually, experts offer two options for analysis: Express audit or full audit of the website. In the first case, the web resource passes only a superficial check, where only the most critical errors are detected.

    The full analysis necessarily includes two types of audit: technical and search. There is also a marketing audit and usability audit, but their presence is better to discuss with experts, as these two types are not always included in the services.

    The external audit includes an analysis of the external ranking factors:

    • total visibility of a website in PS;

    • verification and further rejection of spam donors;

    • analysis of the anchor-sheet of the website to eliminate link spam;

    • analysis of the growth of reference weight;

    • compliance of the reference mass to the subject of the site;

    • analysis of the reference mass of competitors.

    Such an audit is primarily carried out in order to form the correct reference strategy that will help the web resource not to fall under the sanctions of search engines or get out from under them. It is also held in order to reach the top of the site for high-frequency, mid-frequency, and low-frequency requests, which respectively increases traffic and sales.

    Types of site audit

    An audit can be narrowly focused or complex. Site-specific site auditing is a quick and superficial analysis that allows you to find the most visible problems of a web resource and determine the priority direction for deeper analysis. Comprehensive audit contains:

    Technical audit

    It includes the identification of errors on the site that affect the promotion and overall performance of the web resource. This includes:

    • gluing the main mirror - the main version of the web page;

    • page loading speed (should not exceed three seconds);

    • identification of problems with the SSL protocol and the correct configuration of HTTPS;

    • availability and correct display of the mobile version on various devices;

    • correct indexing - analysis of the site indexation and its availability to search engines;

    • the presence of broken links;

    • Incorrect server response codes;

    • correct installation of web analytics counters;

    • check the URL of the site pages.

    4 technical trends shaping the future of the entertainment and media industry

    Search audit

    All search engines have specific requirements for the site. Their failure prevents the resource from moving upward in the positions of search engines. If the result of the query of the analyzed web resource is not at least on the first three pages, this is a clear sign of the presence of errors that the search audit will help correct. It includes:

    • miscalculation of the number of outgoing links from the page;

    • the presence of duplicate pages that partially or completely copy other pages of the web resource;

    • analysis of Title, keywords, description, meta tags, robots.txt, sitemap for the main pages of the site;

    • the correctness of text headings (h1- h6);

    • usage and keyword density;

    • correctness and availability of linking inside the site;

    • availability/creation of micro-markup and web resource map;

    • revealing hidden text;

    • a full analysis of the semantic core, traffic;

    • analysis of the volume and quality of the external reference mass;

    • Availability of analytics tools, Google Analytics.

    Usability audit

    Analysis of usability helps to determine how comfortable and comfortable the site is to use for users. A resource is considered to be a good one, where a landmark occurs on an intuitive level: a person does not think about where he needs to click in order to get the necessary information. It also takes into account the design of a web page that visually appeals to a potential client.

    Such an audit is possible in three versions: from the point of view of experts; from the point of view of an ordinary user of the Internet; using statistics in web analytics systems. All these three approaches help to analyze the overall convenience of a web resource. If there is a decrease in site positions and a drop in traffic, the reason may be a bad behavioral factor identified in the analysis: failure rate, viewing depth, time spent on the site.

    It also analyzes in particular:

    • the convenience and clarity of a web resource for a potential client;

    • the general visual impression of the site;

    • clear navigation and functionality;

    • the uniqueness and relevance of the content of the subject of the web page, its media content;

    • convenience feedback;

    • level of trust (especially important for online stores with expensive products).

    • ability to display correctly on all possible types of devices.

    Improving all of these indicators and correcting errors on the site will help attract customers to a web resource, significantly increasing conversion.

    Marketing audit

    A marketing audit is needed to build a website promotion strategy, competitiveness, and increase profits. To achieve certain business goals, the following is done:

    • the target audience of the site is analyzed;

    • discusses the uniqueness and profitability of trade offers;

    • identifies weaknesses and weaknesses in comparison with the main competitors;

    • analyzes the quality of traffic;

    • highlights the most popular topics on the site;

    • estimated costs of promoting a web page.

    Analysis of the characteristics of the resource allows you to compile statistics, on the basis of which you should build a further marketing strategy. If you do not make certain adjustments or make a redesign, which is necessary on the basis of the marketing audit report, the site may lose a significant portion of customers and total profits. Based on this, it is necessary to conclude that for a high-quality resource, high positions in search engines and sales, a professional audit of the site is essential. If you seriously decide to make a profit and promote your web resource, the best option would be to contact a special company. Experienced experts will conduct a comprehensive audit and help you in further development.

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  • Technology

    • Search engine marketing (SEM): the methods, techniques, safety

      What is search marketing? A few years ago, this term simply did not exist. However, the rapid development of Internet technologies has led not only to the emergence of this trend but also to its amazing popularity. At the moment, search marketing is known as an effective way of promotion, which includes a range of activities aimed at achieving only one goal - to attract customers.

      Table of Contents
      Definition Relevance Goals and Tasks Methods and Technologies Search engine optimization Contextual advertising Social networks Search marketing security Prohibited method: Disadvantages Definition
      If you have not encountered this term before, it's time to get acquainted with it. Search engine marketing involves promotion in search engines in order to attract the target audience. I must say that this is a whole system in which several specialists are involved. They are marketers, programmers, copywriters, designers, etc.
      Compared to other methods of search engine marketing on the Internet has a major advantage. It allows you to reach out to an audience that is interested in the proposal addressed to it. This is due to the fact that it comes to the search engine for an answer to your request. Offering what potential visitors need, you both benefit. Customers get what they're looking for, and you get real customers.
      Search marketing is still a fairly new technology. Therefore, users have a logical question: why is it needed and whether it is needed at all? Let's find out.
      So, the main task of search marketing is to attract potential consumers. And not random, but only interested. After all, the offer is addressed only to those who are already looking for a product or service that you are ready to offer.
      However, in order for a user to notice your website among dozens of competitors, it is necessary to use various methods of search marketing. After all, as a rule, scrolling through the issue, the user rarely browses more than ten sites. Competently using the latest technology, you can be in the top ten and get ahead of competitors in the fight for the attention of potential customers.

      The theoretical definition does not always give an accurate understanding. Let's try to find out how search engine marketing works and what it's for.
      So, suppose that a budding entrepreneur decided to open his own business – to sell lingerie in an online store. This is a popular product that is in demand.
      However, in any area, you need advertising that allows you to attract customers. Because their absence means no profit. For start-up entrepreneurs, all costs are on the account, and any advertising is not cheap.
      There are many companies that offer search marketing among other services. You can even link the amount of payment to the result or make parts. That is, first the entrepreneur receives real customers, and then from the profits makes the rest of the payment for such an unusual method of advertising. Convenient to all.

      Goals and Tasks
      Knowing the definition is not enough. You need to know for what purposes search marketing is used.
      Sales. This is the most obvious task that this method of promotion performs. It is necessary to attract interested buyers to the site who will make a purchase. Image. The more often a person will see the logo of your company, the more likely that he will remember you and sooner or later become a client. Reputation. If we are talking about the promotion in social networks, a large value can have reviews. It is advisable to find a way to encourage buyers to leave real reviews. The more positive opinions can be collected, the greater the level of confidence in the company among potential customers. Competition. The market for goods and services is currently oversaturated. That is why it is especially important to compete and win customers over to your own side. Information. You can offer users up-to-date information about the products and services they are interested in. Even if they don't buy anything right away, your company will become an expert for them. In the future, they can return, choosing you among the many competitors.
      Methods and Technologies
      You need to understand that SEM (search engine marketing) is the whole complex of actions, which may include website optimization, contextual and launching viral advertising, and on the Internet resource work more effectively, attracting target customers and converting them into real buyers. So, what are the technologies of search marketing?
      Contextual advertising. Targeted advertising. Search engine optimization. Social network. Let's talk more about some of the technologies listed above.
      Search engine optimization
      This is only part of the marketing campaign. It involves working directly with the promoted site. Moreover, search engine optimization can be both internal and external. In the first case, work with texts published on the website, metatags, links, etc. In the second case, efforts are aimed at increasing the number of links to third-party resources.

      There are a considerable number of factors that allow you to improve the position of the site in search results. A simple user does not need to know all of them. To do this, there is a separate profession, representatives of which are engaged in search engine optimization.
      Contextual advertising
      This system for placing paid ads, created by the search engines. Each user can create their own ads and thus attract the target audience to their own website.
      The advantage of contextual advertising is that the user does not pay for the fact of placing an advertisement. Payment is charged only if the user clicked on the ad and went to the specified site.
      Another important feature is that to get to the top lines do not need long and painstakingly to optimize the site. You can buy this place for a fee, exhibited by the search engine. It is difficult to predict how high the conversion will be in this case.
      Social networks
      These sites are incredibly popular among the population. It is not surprising that this is quite successfully used by marketers. In this case, often published interesting for users' materials, to support communication in thematic communities, etc. In a sense, marketing in social networks can be called hidden. In addition, this method of advertising is not suitable for all companies. Not every product can be advertised with beautiful photos on social networks and enticing texts.

      Search marketing security
      This question becomes relevant if illegal methods of promotion are used. Conventionally, they are called "gray" and " black".
      Above were described exclusively "white" methods of search marketing, which are loyal to the search engines. Such a conscientious promotion requires a lot of time and effort, but ultimately increases the reputation of the site and gives a reliable result.
      Why then use "gray" and "black" schemes? For the reason that not all site owners are willing to invest a lot of time, effort, and money in the fair promotion. However, you need to understand that when using unscrupulous methods then it will be extremely difficult to restore the reputation of the site or even impossible.
      Prohibited method:
      spamming; automatic link exchange and purchase; placement of links to non-thematic sites. Some of these methods can produce results, but they can also lead to a site ban. Then it will disappear from the search results. Is it worth the risk, each site owner decides for himself.

      Delayed result. It may take several weeks of hard work to see the first results of search marketing. We must understand that this is a task that involves long-term implementation. Do not take it, waiting for lightning-fast results. Dependence on competitors. Even if as a result of well-organized search marketing you will be able to be in a good position in the issuance, all at any time can change because of the actions of your competitors. Complexity. It is almost impossible to carry out the whole complex of measures to promote the company on the Internet alone. This requires a whole team of professionals, not random people. Financial cost. You will have to pay for both professional services and search marketing. For example, if we are talking about contextual advertising. You need to understand that the promotion cannot be absolutely free.

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