We’ve all heard the expression, “Measure twice, cut once.”
In the world of websites and SEO, that measuring is done through website auditing. Making website adjustments – to content, metadata, website architecture, or anything else – without first completing a thorough website audit is like a carpenter firing up a saw without ever bringing out a tape measure.
A website audit creates a comprehensive blueprint showing what’s working and highlighting areas for change. It’s an integral first step that allows you to analyze and assess your existing website before making thoughtful and strategic changes, whether those changes are minor adjustments or a complete redesign.
Why Conduct a Website Audit?
A robust website is integral to a strong business, and a high-performing website requires careful planning, targeted goals, and strategic optimization.
That’s where a website audit comes in. It provides you with an overview of your existing website’s usability and performance and gives you the data you need to make strategic decisions. Think of it as a diagnostic procedure. Auditing your website can help you assess your existing optimization and provide a clear snapshot of what changes need to be made to help you reach your traffic and conversion goals while creating a memorable brand experience for customers.
Website auditing has so many benefits that we’ve dedicated an entire blog to the topic! For more information on its value and how it can benefit your business, check out Part 2: 5 Benefits of a Website Audit (and How to Conduct One).
Auditing and the Google Algorithm
Google is a powerhouse that’s not always easily understood. Google’s algorithm has evolved to become a complex machine that considers a wide range of factors. Cracking that algorithm and designing a website that ranks well and attracts your target audience takes careful consideration and data-informed decision-making.
Website audits provide us with that data. For a website to rank well on Google and generate high volumes of organic search traffic, it must showcase:
Relevance. The information on the website must be directly relevant to the search query.
Quality. The website must demonstrate E.A.T. qualities (Experience, Authority, and Trustworthiness). For more details on achieving this, check out our blog Spoiler Alert: Your Website Copy Isn’t About You!
Usability. The website must meet all current technological standards and adhere to user experience (UX) best practices for all devices.
Conducting a website audit helps determine your standing regarding these factors and shows you where to improve. Think of it as your own personalized cheat code!
How Often to Conduct a Website Audit?
Regularly conducting website audits keeps you constantly improving and aligned with Google’s changing algorithms and best practices.
Not all audits have to be a complete deep dive, however. While we recommend conducting a full website audit at least once a year for websites of up to ten pages – larger websites should be thoroughly audited two to three times yearly.
Routine mini-audits are a great way to fill in the slack between comprehensive audits and help maintain the quality of your website.
Auditing brings a lot of value to your business and doesn’t have to bog you down.
The Brand Brew™ is a team of brand strategy and brand identity experts in Waterdown, Ontario, offering full-scale intensive website auditing and regular monthly check-ins to manage your mini-auditing needs. Contact us to discuss website auditing, and let us help you keep your website in tip-top shape.