What’s a Website Audit and Why Do You Need One?

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Just as it’s important to visit the doctor for routine checkups, the health of your website needs regular assessments as well. A website audit can help you answer important questions such as “How is my website performing?” and “How can I improve it?”

Conducting an audit of your website is a great way to maintain its health and make sure it’s still doing what it’s supposed to do: communicating who you are as a firm, raising brand awareness, sharing helpful and engaging content, and generating and converting leads. A website audit helps determine what’s working, what needs a refresh, or if you might need a more thorough redesign. Here are some of the valuable insights you can glean from a website audit:

Analytics

A website’s analytics are the primary objective tool for assessing the current health of your website, and the analytics should inform all insights, critiques, and recommendations made about the site. One of the most popular website analytics tools is Google Analytics. This, or similar tools, can help answer many questions. What pages on your website are the most popular? Are users engaging with the site? Are you meeting your goals and converting leads?

In addition to traditional website analytics, heatmapping tools can be very insightful regarding user experience. A heatmap is a visual representation of user behavior: it shows where users click on a page, where their mouse moves, and how far down the page they scroll. Some tools also collect screen recordings of user behavior. Screen recordings can help provide insight into how users are interacting with the site, and where they may be exhibiting hesitancy or confusion. Ultimately, analyzing your website analytics will allow you to optimize your website and create the best user experience for visitors.

Structure and navigation

Your website’s

How to do an SEO website audit

If you run a business website of some sort, you’ve probably heard of search engine optimization (SEO). In short, SEO is a practice in which you optimize your website and its content to ensure you rank as highly as possible on the search engine results pages for specific keywords or phrases. 

But this isn’t always easy, which is why performing an SEO website audit can be a very powerful action. A full SEO site audit will help you identify any areas that need major improvement, along with content issues, technical faults, and anything else that could help boost your search engine rankings. 

Now, most SEO service providers include a full audit with their main packages, but these can be expensive. In the rest of this guide, we’ve covered the basic steps involved in completing your own SEO website audit.

SEO website audit

Companies like WebFX offer some sort of SEO audit package (Image credit: WebFX)

How to do an SEO website audit: Preparation

Preparing to perform an SEO website audit shouldn’t take too long. Basically, you just need to make sure that you have access to your website’s back end, a strong internet connection, and at least a couple of hours to dedicate to the process. 

Once you have these ready, all you need to do is sit down and work through the steps below.

Step 1: Check that your site is optimized for mobile devices

In recent years, Google and other search engines have made mobile-friendliness and responsiveness increasingly relevant in the SEO world. Nowadays, it’s extremely hard to achieve a good ranking if your website isn’t designed to work well on mobile devices. 

Now, there are a few ways to check how mobile-friendly your website is. One of the easiest is by using Google’s simple mobile-friendly site tester. With this, you

Generalized Audit Software (GAS)

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