Search Engine Optimisation (SEO) is a viable marketing strategy for any business to boost their brand’s online presence.
Unlike traditional advertising methods, it’s a cost-effective way to reach your target audience. That’s why a lot of companies focus their resources on enhancing their digital marketing campaigns.
To develop your SEO strategy, you must first know and understand the basics of analysing the elements of your site. This way, you can optimise them according to your business’ needs and goals.
Here are 7 SEO analysis tips to help you place your website at the top of the search engine results pages (SERPs).
Invest in the Right Tools
You’ll need specialised tools to check your website’s performance. Otherwise, you won’t be able to get accurate data and make the best decisions for the direction of your campaign.
One of the best apps you can use is Google Analytics. The company provides this free service for site administrators to know how their domains are doing in the SERPs.
The primary advantages of this software are that it’s free and it’s operated by the top search engine today. With this, you get first-hand information from the platform itself.
To supplement the data provided by Google Analytics, you can also invest in additional apps, like a website traffic checker. This way, you can verify how many organic visitors you have and identify user engagement.
There are plenty of SEO tools in the market today. You should research the features that can help you improve your digital marketing strategy and gain a favourable spot in the SERPs.
Determine Your Search Engine Visibility
Once you have the right tools, you can then start tracking and measuring your site’s performance.
The most straightforward way to do this is to search for your brand on Google and Bing using this query format: ‘site:mydomain.com.’ The platforms should deliver all of your web pages that have been included in their indexes.
The next method is to search for your target keywords and check your position on the results pages. Knowing how many other sites precede you in the SERPs makes the process more quantifiable.
Moreover, you can get inspiration from those domains by reading their content. Look at the articles that they publish to see what you can improve on your own blog posts so that you can overtake them in Google and Bing.
Check Your Competitors’ SEO Profiles
Competitor analysis tools are also valuable in allowing you to discover the traffic sources of your SEO rivals.
With these programs, you can learn more about the marketing strategies that work well for them. This way, you can experiment with the same tactics and see whether these are effective for your brand, too.
Remember, though, that your business competitors may be different from your SEO rivals. The former are the ones that have similar products and services, while the latter competes with you for the attention of your target audience.
Technically, you have more SEO rivals since this group may include companies that don’t necessarily sell the same merchandise but use the same target keywords and phrases.
Monitor Your Site Speed
Google and Bing aim to deliver high-quality results to web users. With this, they also look into the experience that human visitors have in your domain.
Site speed is an integral factor for user experience (UX). Today’s web users want to get the information they want instantaneously. If you don’t cater to this preference, you increase the chances of people abandoning your site without exploring other pages, which significantly impacts your bounce rate.
Search engines monitor this figure for your ranking, so you will go down the SERPs if you have a high bounce rate. Check the speed that your site elements load and take advantage of techniques like compressing and caching.
Ensure Your Website’s Mobile-Friendliness
Another SEO trend to watch out for and include in your analytics is mobile-friendliness.
With most web users opting to search and browse the web through their mobile devices, you should make sure that your site looks good no matter what screen size people use to view your domain.
Implementing a responsive design is a primary solution to this issue. Using this web development technique, your website can respond to the user’s behaviour and environment. It considers the screen size, platform, and orientation that your web visitor is using.
This way, you won’t have to implement several layouts for different devices and operating systems. Responsive web design allows you to roll out one format that’s intelligent enough to adapt to the receiving environment.
Find and Fix Broken Pages
Broken pages can also detract from the overall experience of users on your site. Think about it.
Visitors are looking for a solution to their daily woes, and it’ll be frustrating for them to find a link that seems promising only to end up being redirected to an error page.
These errors may stem from your content being transferred to another URL or deleted from your domain altogether.
Regardless of the reason, you should be on the lookout for broken pages so that you can avoid losing traffic because of them.
Analyse Your Voice Search Readiness
Devices like Google Assistant and Amazon Echo have played significant roles in the evolution of digital searches. Now, users can easily ask their questions vocally, and these gadgets will retrieve results for them.
With this, you should make sure that your website is optimised for voice search. This means incorporating long-tail keywords since this type of query sounds more conversational and natural.
Additionally, with voice search, you also have to focus more on topic clusters rather than individual keywords. This is because search engines now also consider user intent on top of the phrases they include in their queries.
SEO analysis helps you improve your digital marketing campaign since it gives you accurate data on the elements that aren’t working for your site.
This way, you can make targeted improvements that allow you to retain the tactics that are effective. Follow the SEO analysis tips above to help you get started.
I’m a UK based freelance SEO consultant and digital marketer and I provide results-driven online consulting and digital marketing services to SMEs. Are you ready to grow in 2020? Get in touch today!