Sharpen Your Online Marketing Tools: Begin with Your Website

May 19, 2016 Doug Milnor

It is time to face it. Your website is a big deal. In today's digitally conscious world, your website is the main touchpoint for your existing customers, the magnet that attracts leads, and the tool with which conversions are made. Your website is the face of your brand to the outside world.  

Ask yourself two quick questions...

1) Is your website working as hard for your company as you think it should?
2) Do you think your website is accurately conveying your brand?


Regular assessment of your website yields much actionable intel.

Rather than take a guess as to the answer to those questions, the better course is to perform website assessments and audits to examine various aspects of your website. Audits in these 8 key areas yield valuable information about the effectiveness of your website:

  • social media audit
  • mobile responsiveness
  • content audit
  • SEO and organic reach audit
  • paid visibility audit
  • technical audit
  • backlink profile audit
  • competitor audit
  • local audit

If that list seems daunting, do not worry. Here are some tips about each type of audit and why it is important.

1) Social Media Audit

Simply put, a social media audit is the process of reviewing your social media strategies to see what is working, what is not, and what you can do about it. Using platform-specific metrics, you will be able to identify which posts are your top performers, which platforms are delivering the most referrals, and so on. This information provides insight into where your social media marketing message should go.


2) Mobile Responsiveness

It appears that more and more consumers are digesting content with smart phones, which led to search engines implementing penalties to websites that were not mobile responsive.  They implemented another round of penalties, in what is being referred to as Mobilegeddon 2 just recently.  As business owners, having a mobile responsive site on a scalable platform is imperative to being found and allowing your visitors to have a positive experience regardless on what device they are viewing it from.


3) Content Audit

A content audit is the process of evaluating the content elements on your website to basically ensure that each piece of content is doing what you want it to do. Moz's "How to Do A Content Audit Step-by-Step" lists several things a content audit will accomplish. Here are a few:

  • Determine which pages need copywriting or editing
  • Determine which pages need to be updated and made more current, and prioritize them
  • Determine which pages should be pruned off the site, and what the approach to pruning should be
  • Find content gap opportunities to drive content ideation and editorial calendars
  • Determine which pages are ranking for which keywords
  • Uncover content marketing opportunities

4) SEO and Organic Reach Audit

An SEO and organic reach audit is the process of evaluating your website traffic, your keyword performance, and your search engine rankings. This information can help you forecast future growth and tweak your keyword strategies. This audit often reveals SEO opportunities you may be missing.

5) Paid Visibility Audit

Website Magazine's "6 Key Areas of a Comprehensive Website Audit" explains the advantage of a paid visibility audit in this way: "Most organic and paid campaigns are usually run completely isolated from each other. That's why a paid visibility audit is crucial to understanding if your ad spend is going to the right keywords. An audit of your website's paid campaign provides insight into what keywords are generating visits and the cost for those visits."

6) Technical Audit

A technical audit encompasses such features as load speeds, image optimization, content to code ratio, and other technical issues. This is an important part of your website audit because how well your website functions directly impacts user experience, thus making or breaking your conversion rates.

7) Backlink Profile Audit

Google's ranking algorithm takes notice of your website's linking profile. Quality backlinks help your ranking, whereas inferior backlinks drop your ranking like a stone. Knowing where your links are coming from gives you some indication of how search engines view your website's authority.

8) Competitor Audit

"Hey, what's the other guy doing?" should be a part of your website audit. Understanding the competition's ranking and reach can give you valuable clues about where your marketing dollars and time should be spent.


SEO audits often reveal opportunities you may be missing.

9) Local Audit

Can your customers find you? A local audit examines all your local profiles to ensure that all information is correct. Leads need to know how and when to reach you. A local audit can reveal those freakish information accidents that sometimes happen so that any inconsistencies or errors can be corrected.

No Need to Go It Alone

As part of a comprehensive website assessment, these audits should be performed regularly if you want your website to be a sharpened tool in your marketing drawer. However, for some organizations, there is little time to handle audits regularly.

If that is your case, there is no need to worry. Simply request a FREE assessment from Connection Model today, and let us do the auditing while you grow your business.  

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