Are technical and content audits still relevant?

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SEO audits are very useful in identifying website issues and areas for improvement, but columnist David Freeman believes the way we approach these audits is outdated.

Please visit Marketing Land for the full article.

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Technical and content audits have been the backbone of SEO for many years, and while they play a valuable role, their scope has expanded as search has evolved. Audits now cover much more than purely technical factors such as indexation, status codes and broken links. To stay relevant, audits have broadened to include aspects such as site navigation, content engagement, content gap analysis and conversion factors.

For global and national brands, generic audits aren’t going to drive the change in performance that they are striving for, even if there are fundamental flaws with a website. Yes, these audits will certainly help — especially if, for example, there are indexation issues — but until we understand the consumer, their purchase journey and the barriers at each stage, we don’t know what we are trying to fix, or why.

Site audits which focus on resolving the barriers consumers face will help determine where the biggest opportunities exist. We can then prioritize and shape our efforts to meet the needs of the consumer and drive the largest return for our clients.

Adopting a consumer-first strategy does exactly this by ensuring campaigns have layers of hygiene optimization and insight-fueled strategic consultancy focused on identifying game-changing opportunities within the consumer search experience and conversion journey.

[Read the full article on Search Engine Land.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

David, is Business Director – Owned Performance at Ecselis, Havas Group and is responsible for leading and developing their propositions and service solutions, specifically around SEO, Content and CRO in-order to deliver long term strategic results for clients. David has over ten years’ experience in delivering business growth across start-ups to multi-national enterprise level clients, as well as launching brands’ web presence in new markets. Having worked client side across paid, earned and owned media and held senior SEO agency side roles, David brings thought leadership from multiple viewpoints and a leading performance-driven approach. David was named the 12th most influential search marketer in The Drum’s Search Top 50 in 2014. In addition, David speaks at conferences such as SES and Search Leeds.


 

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