We’ve mentioned that our Site Audit has three main parts: On-Site Analysis, Competitive Analysis, and Keyword Research. These three reports work together to illuminate significant insight that clients then use to transform their online entities into successful, flourishing destinations. The On-Site Analysis in particular can feel incredibly overwhelming to those who are unfamiliar with the ways websites actually work (and how search engines grade their significance and authority). This post breaks down this component so you can easily digest exactly what we refer to and how implementing changes can help your website rank better in the search engines and appeal to visitors.
Errors – Evolve runs thorough reports on the pages of your site to gauge how the search engines perceive your site. To a human, a website might look fantastic and be easy to navigate, but to the search bots that spend every minute crawling the pages of a website, it might be a hot mess. Our On-Site Analysis will illuminate any errors that prevent the search engine bots (or spiders) from efficiently crawling and indexing your pages.
Duplicate Content – Content on website pages should be unique. The search bots don’t enjoy having to crawl the same thing multiple times. Many times this content is accidental; you may not be aware of the duplicate pages or copy that is creating crawlability issues. We also alert you of any of your content that is duplicated on other websites. If other webmasters are stealing your words, this can negatively affect the authority of your domain.
Tags – These parts of your site are so simple to maintain, yet they greatly influence whether or not a person will (1) click on your site in the search engine results pages (SERPs) and (2) stay on your site long enough to follow through with a call to action – such as filling out a contact form, subscribing to an e-newsletter, or even completing a sale. The Title Tag is the heading you see above every result in the search engines after you search for a certain term. It should ideally accurately, concisely represent the title of your site or particular page. The Meta Description is the snippet of text beneath that heading; it, too, should describe how your site is relevant to the term that was searched. Internet users know how frustrating it can be to click on a seemingly relevant website, only to quickly skim through and discover that it doesn’t apply to your query at all. The On-Site Analysis we perform will double check the effectiveness of these pieces to ensure that they accurately reflect the content of your website.
URL Structure – The URL structure, ideally, should be simple and organized. In fact, proper URL structure goes widely unappreciated until you experience a website URL with chaotic, cryptic strings of letters and numbers. Google even suggests punctuating URLs in order to easily clarify what the file is comprised of. For example, instead of having www.example.com/blog/bonemarrowtransplant, you should opt for www.example.com/blog/bone-marrow-transplant. Makes the URL much easier to read and understand. Google also recommends using hyphens instead of underscores to separate the words. We don’t know for sure whether this will improve crawlability – but if the Goog sayeth, we doeth. Evolve will analyze your URL structures so you know for certain whether your site is on the right track.
This is by no means an inclusive list; there are several other areas that our On-Site Analysis addresses during the Site Audit. Visit the page to learn about the other focus points and view the pricing to determine whether this investment is an effort your brand is prepared to commit to. For a more detailed explanation of how search engines crawl your site and what measures you can take to improve your website’s visibility in the SERPs, take a look at our SEO Guide for Beginners. This document is free to download and it gives a thorough overview of Search Engine Optimization.