You’re online, you’re in business and you have a beautiful website all set up, except it’s not really generating results. Sales are not improving, and your web guy tells you there’s traffic and he doesn’t understand what’s going on.
Truth is that traffic is great, but targeted traffic is better. If you’re customer isn’t landing on your site then what’s the use of all those hits on your blog or business website? It’s pointless. Better that you have less traffic, but targeted then lots of hits of “un-targeted” traffic.
Targeted traffic literally refers to the type of people you want to reach, these are the people searching the web for what you have to offer. With smart phones in hand they are eager and ready to click buy now, or swing by your establishment. This is high value!
If this sounds like the sort of thing that you want to see in your business, then you have to think about auditing your website. You need to figure out what’s working and what’s not working, what you need to tweak or add and how to write to reach the prospective, but really interested future customer.
You should think about auditing your website on a regular basis, after all, you are in business to succeed and skipping this step in this day in age will prove to be a really, perhaps more like direly bad choice.
An effective SEO campaign, wether local, national or international will begin with a site audit. This audit will allow you to understand where your website currently stands on the web, how it measures against your competition, what’s led you to be placed where you are, and how you can improve your search engine ranking.
If you own a business that targets the immediate surrounding community, a strategy focused on local search engine optimization will undoubtedly prove useful. Local search users are motivated to quickly find you and if you can attract them, you will see an increase in sales conversions.
Local SEO is and needs to be the meat and potatoes of your online business marketing and Google’s research proves it. In a study performed by the search engine giant it was discovered that “50% of consumers who conducted local search on their smartphone device visited a store with a day, and 34% who searched on computer/table did the same.”
SEO AUDIT CHECKLIST
Auditing your website is not as difficult as it sounds, below your will fin a local SEO audit checklist explaining three simple steps you can take to perform your Local SEO audit.
AUDIT OF CITATIONS
Citations are the online references for your business – specifically to your N.A.P( business name, address and phone number). It’s of utmost importance that all of your references are accurate and more than accurate consistent across all online directories.
If there is a lack of consistency, you want to make sure you can correct this. All existing references must be the same. If there is inconsistency or a simple mistake on the name of the business, or phone number, you will lose traffic and ultimately the targeted user/buyer.
How do you find your references, use google search and type in your business phone number, business name etc. If you want to drill down even further on your citations audit, go directly to the most popular online directories and search their database for your business name, phone number, and address. See what results pop up and make sure to correct all inconsistencies, if found.
To make this process easier, here is a short list of the most popular directories where you can begin to search for your business citation.
If you fail to find your business in any of the below, make sure to create the listing or hire someone to do this for you. Also while you’re at it, if you happen to find current and accurate listings for your business, claim them so you and only you can edit and update them.
- Yellow Pages
- Super Pages
- Angies List
- Yahoo Local
SEO AUDIT OF YOUR META TAGS
When you search for a particular keyword, google will provide results. Meta tags relate to what is visible on these searches. You need to make sure they’re optimized , readable and targeted. This will be the first thing your prospect customer will see.
Make sure you’re mentioning your target keyword on the title tag, for instance (“Elena’s Chiropractor | New York, NY | Queens County”). Immediately this title tag identifies the link as chiropractor located in the city of New York, but in the queens borough. This is so clear, that the user will immediately know what the link is about.
Make sure to mention your keyword, which means a word related to the product or service you’re offering. Include, a brief but detailed description of what the business is about and ensure to include the keyword in here as well. Don’t over do it with the keyword, but make sure that what you offer is readable and clear to the user.
Every page on your site should have it’s unique meta tag, based on what the page offers.
AUDIT YOUR CONTENT
How do you feel about the content on your site? if you were land on your page as a potential customer, would you understand what the page offers? These are questions to keep in mind when auditing your content.
You also have to make sure that you write for both the user and the search engines. This means, you must include keywords related to the services you offer, this way the search engines can rank you for them, but make sure not to overstuff/overdo it. You have to write to your customer, not at them, you have to pull them in, invite them, connect with them and be clear about your product an services.
There is no need to include irrelevant information, they’re only there to read about what they’re interested in, the services and products offered by your business.
In search engine optimization, duplicate content is a huge problem. Make sure that you run your site through a duplicate content search and make necessary adjustments. Run your website by “Site Liner”, it’s a great service that checks on duplicate content issues. Google webmaster tools, will also report any duplicate content issues and give you time to correct them before being penalized.