Tag Archives: audit

4 Common SEO Challenges in the Corporate Context

SEO GuideMany companies have not managed to achieve their search marketing goals due to some challenges implementing and actualizing SEO. While the goals of each business are unique, in the corporate context, SEO challenges are often quite common in nature.

The following are the four major SEO challenges that often times need to be addressed to achieve success in realizing a visible web presence in organic search.

1. SEO strategy should be included in the marketing plan

In most organizations, SEO is given very little attention and most of the time it is thought to be under the IT department’s duty, which is wrong. Most of the staff and expertise in marketing department have little to no knowledge in SEO strategy.

This has led to the spending of a lot of money in marketing and some of the organizations that are new do have a limited budget. The purpose of integrating SEO strategy in marketing is to help complement and reinforce the overall impact of the different methods that are being used for marketing, especially digital marketing.

A good place to start is researching the best SEO agency that’s right for your organization, and consulting the company’s experts for ideas on how to integrate SEO strategy in the marketing plan of the organization.

2. SEO is an integral part of your customer’s journey

Most of the time when a customer wants to buy anything online the process is achieved because the company made itself present digitally. Most search engines are evolving as the consumer behavior changes.

Organizations that are not changing as well they will end up closing down due to losing of their clients. The organization management should accommodate the customers journey by being proactive present from an online search standpoint to guide the customer. This will help to maintain the sales and increase them.

3. SEO cannot be approached like paid advertising

The conventional way of doing search marketing and advertising was identifying the audience, the channel, and the advertisement. When it comes to SEO, it is different, whereby it is more complex. In short, it’s best to do a SEO strategy audit to assess how the plan fits in with paid search advertising and other marketing channels.

For SEO impact to be felt in an organization, different departments in the organization need to work together to synergize. SEO consultants should have the following attributes:

  • Great communicator
  • Meticulous investigator
  • Creative thinker
  • Insatiable learner
  • Web analytics ninja skills
  • General digital specialist

SEO consultants are the ones who help in making and building the website, which is the first step while integrating the SEO strategy. The activities carried out by the SEO consultant should help to give the customer the services and goods offered.

4. The company’s structure can be a barrier while implementing SEO strategy

When it comes to the company structure, organizations that are global have a hard time trying to implement the SEO strategy. Most of the management is done centrally and hence a single branch cannot act independently.

There is a process that needs to be followed which is actually long. Due to such a barrier it makes it hard to even create a website for a single branch. For a single branch to overcome the above challenge it must be cleared legally and there is no assurance that the branch will achieve the clearance. The hard to clear hurdles make the managerial staff to confine to the constrain.

In conclusion for the organization to be effective in implementing the SEO strategy it should ensure they look at the challenges they are likely to face and avoid them.

How To Construct A Comprehensive SEO Site Audit

A thorough and comprehensive SEO site audit not only aids in going through the current SEO strategies of a website, but also lets you work towards improving such strategies. Taking several key elements into consideration and accessing various components of SEO is involved in offering an efficient and helpful SEO audit to your clients.

Whether you’re conducting a local SEO site audit or ecommerce site SEO audit, the process is relatively consistent for all applications and sub-sets of SEO. Here is a detailed guide on constructing a comprehensive SEO site audit.

1. Site Architecture and Usability Analysis

Analysing the usability includes studying the site architecture and ease of navigation, ensuring that the users can find what they are looking for. A proper internal linking can minimize bounce rate and keep visitors engaged.

SEO professionals must see to it that the pages have optimized links and aren’t too saturated with links. The URLs for the related pages must be grouped and the semantic markup must have HTML tags designed in a way to inform search engines about specific details. This component is especially important when conducting ecommerce SEO site audit programs. While there are some tools for this component, most often this requires the skill-sets of proficient SEO professional.

2. Site Backlink Profile Analysis

The links directing to a site highly influence its ranking. A comprehensive SEO audit must study the number of backlinks, page authority and domain authority rank for every inbound link. A good backlink profile has a healthy combination of different types of anchor texts and not just the keywords. A thorough analysis of the hyperlinks to a site in terms of relevancy and nofollow ratio should be performed along with comparing the same with the site’s competitors. The best tools for this SEO audit component are Link Assistant’s SEO SpyGlass and Majestic (we prefer the latter.)

3. Content Analysis

Accessing the content for its consistency and value is extremely essential. A well-written and industry specific content is always preferred by visitors as well as search engines for webpage rankings. The content must be original, customer focused, easy to comprehend and free from language errors. Also, duplicate content must be checked and removed as it is challenging for Google to decide which page to display when there are more than one copies of a web page indexed by Google. The best place to pinpoint duplicate content is Google Webmaster Tools (under the “Crawl” tab).

4. Technical Site Performance Assessment

A website will not be listed if search engines are not able to crawl and identify it. The initial step of a comprehensive SEO site audit is to check the underlying code of a website for crawling and indexing. Test the accessibility features and settings including the robots.txt and HTML status codes. The site standards must be up to date and the web pages must work as intended on requesting an access. XML sitemaps must be analysed as they provide the information to search engines regarding page hierarchy, public pages to be crawled, and the date of last updates.

5. On-Page SEO Assessment

All the on-page SEO elements and the digital assets must be scrutinized thoroughly during an SEO audit. Assess the webpages and make sure they are using and relevant and unique meta keywords, meta descriptions, title tags, SEO-friendly URLs and other attributes. A content keywords analysis determines how Google interprets a website and can help in including targeted keywords throughout the website more frequently.

6. Site Speed Analysis

A comprehensive SEO audit must cover assessing the website speed. The time taken for the web pages to load is very critical as a slow-loading site may make the users click away. Also, site speed is an essential element determining the search rankings of a site because it influences the user-experience. In fact, an SEO audit must not only assesses the website’s performance in terms of speed, but also recommend ways to improve it.