Optimising the Search Engine for your business can be easy, but Search Engine Marketing can be a lot more easier! All you have to do is follow a set of simple and smart steps so that your content reaches the required audience and leads.
Here are a few steps to audit your site and get it going:
- Step 1: Define Your Goals and Metrics
Set clear, defined goals, be it for your business or for the content that you create. Improve your SEO results and create content that increases audience engagement. This will ultimately bring inflow of audience and improve conversion rates.
Initially the metrics to be focused on would be SEO metrics like the Organic traffic, backlinks, keyword rankings, dwell time and to study the User behaviour metrics like Pageviews, average session duration, bounce rate, etc; But as we understand the beat of the audience, it is wise to shift your focus to Engagement metrics– Likes, shares, comments, mentions, etc and finally the Sales metrics of Number of leads, conversion rates, ROI, etc.
- Step 2: Take an Inventory and analyse Data
Content should always be fresh, accessible and indexed. So always collect the URLs,keep sub-folders and catalogue the content covered. In a small way, even hashtagging the content appropriately can have a good effect on the performance. You may use various tools available (Like Google Analytics, SEMrush, Content Square and ContentWRX audit to name a few) to analyse the data of conversions from organic traffic. Frequently asses your content assets so that you can keep the well-performing ones, update and re-write the existing assets to well-performing ones and delete the poor ones.
- Step 3: Draw Up an Action Plan
With proper analysis of the ads and content, We can easily device an action plan of what has to be done- where to reduce content, re-use the well performing ones and recycle old content that performed well in the past.
Adding videos and images here and there, optimising metadata for the pages of your site frequently according to the needs, optimising internal linking and 301 redirects all help in improving the SERP ranking.
- Step 4: Adjust Your Marketing Strategy
Keeping clear content and website audit checklists and performing monthly or bi-monthly audits is very beneficial to adjust your Marketing strategy. You can focus on the areas that have been lacking attention for sometime and can observe the effects of the changes recently made and catalogue them for future reference.
