Why Do a Marketplace Audit?

Collecting knowledge that will grow your business is a no-brainer. But some marketers resist performing an SEM, marketplace or SEO audit.  Their excuses vary, but boil down to time, resources and even fear about what an audit may uncover.

Those concerns don’t outweigh audit benefits. When done correctly an audit delivers deep insights into the channels and tactics that will ultimately lead to marketing success.

WHAT DOES AN AUDIT ANSWER?

An audit is a detailed inspection or official accounting of an organization’s systems. Applying that same investigation to a businesses’ digital landscape we identify and expose these key points:

  • The Online Opportunity
  •  A Fiscally Responsible Investment Strategy
  • Proper Market Segmentation
  • Marketplace Threats
  • A Plan for Maximizing Search Visibility
  • A Website Primed to Drive Conversions

THREE CRITICAL AUDIT COMPONENTS

Market Opportunity

Identify the true market for your operations versus the total market. This way you can zero in on the audience that is most likely to convert while also establishing a strong understanding of the entire market.

True_Market_Vs-Target_Market

Technical Assessment

Don’t underestimate the impact technical issues like 404 errors can have on your site. Website updates and technical advancements are wonderful, but when updates hide critical assets, or high converting pages there’s a problem. Our audit details immediate fixes which can yield a dramatic increase in impressions and SERP rankings.

We assess the site health, usability, content, server issues and page structure get a complete picture of the site and how it is used both from a paid and organic perspective.

Click Share

Analyzing who owns Click Share and traffic is one of the most critical audit components. Click share is the number of campaign clicks/overall clicks.

Evolve takes a deep-dive to determine the brands that own traffic, and where your business stands. We also analyze the overall opportunity and what it will take to improve click share. Don’t confuse click share with Click-Through-Rate.

We recognize click-through rate as a useful metric but not the only one. CTR informs how valuable a click is. It also sheds light on what is feasible and where investments should be made or even scaled back.

Click_Share_Evolve_Digital_Labs

WHAT MARKET THREATS ARE UNCOVERED?

Our process can uncover numerous threats, but also larger trends shaping the Search Engine framework. For instance, a mundane task like booking a flight is changing. Google is seizing an opportunity to sell flights right out of the search engine results pages, instead of letting Online Travel Agencies like Expedia or Kayak take up real estate.

The engine is increasingly looking for ways to not just sell clicks but customers. Our audit process exposed the change and threat to a transportation client recently.

Sem_Market_Threats
Google_Knowledge_Panel

77% of online health searches start in the search engines. So it makes sense that Google would place a high-priority on medical information. However, Google is not necessarily making money on those queries, because many don’t serve ads. Thus the increase of Google Knowledge Panels like the one above from Mayo Clinic.  These medical information panels keep users in the Google search engine. Users get answers quickly and can then move on to their next query, one that will presumably serve ads.

Knowledge panels have large implications for healthcare provider traffic.

BUSINESS ASSUMPTIONS CHANGE

While the audit reveals comprehensive data and analytics to power your organization, it also facilitates cooperation between marketing teams and other business stakeholders, who may have been operating in silos.

Audits have the added benefit of exposing organizational barriers and the opportunity to tear those obstacles down.

AUDIT FIRST STEP

Checking AdWords performance and getting a detailed assessment of where PPC campaigns stand is a good first step. This way you will have a decent understanding of how campaigns and budgets sync up, and where there is waste.

SEO Audit Checklist

Take the first steps to identifying opportunities to grow your business.
Get the Evolve Digital Labs SEO Audit Checklist.

Audit Webinar

Review our recent Webinar detailing the Evolve Digital Labs Audit Process.