An SEO analysis sheds light on all the opportunities on a site that needs to be addressed to improve the ranking potential in search engine results pages (SERPs). It involves auditing the site and identifying where can it be optimized for search engine bots.
With an SEO analysis, you can find what aspects of your SEO strategy are working and what are your biggest obstacles that are preventing you from improving your site ranking.
For digital marketers, this means more ways to engage in one-to-one interactions with these consumers. But, for every consumer, there are even more brands looking to break through the noise and truly hook consumers with engaging content.
Why is SEO Analysis important?
The insights you gain from an SEO analysis give you direction on where you can improve your site’s content and technical aspects to deliver a better experience for visitors and to show search engines’ context and relationships between your content and the search query visitors are using.
To put it simply, SEO analysis is a must for you to rank higher, expand your reach, drive traffic, and hit your business objectives. With an analysis, you’re not taking shots in the dark; you’re making strategic decisions, which reduces the time and resources spent. Without a thorough SEO analysis of your site, it’s pretty much impossible to make informed decisions for improving your site’s ranking in SERPs.
5 ways of improving your Digital Marketing Strategy
Here are the 5 ways in which you can improve your digital marketing strategy:
1. Focus on Conversion and Not Just Leads
One of the most important pillars of a winning digital marketing strategy is data. Data and metrics should influence every decision and action a marketing team takes. In today’s market, this means digging through the data to understand where potential customers are spending their time, and then targeting them with specific content.
While B2C marketing teams traditionally take the approach of casting a wide net and hoping for the best, advances in big data and machine learning have made it possible to dig deeper and impact conversion rates on an individual level. By targeting specific demographics and audience segments with certain types of content, incentives, or product recommendations, marketers can go further in pushing the customer’s decision toward a purchase.
2. Set the Stage for Long-Term Value
While it may be tempting to shoot for short-term wins, marketers should always consider long-term value when making strategic decisions. Before pouring resources into a one-off campaign for a specific social media platform, marketers would be wise to perform due diligence and research to ensure the investment will pay off in the long term.
This mindset also applies to tools and solutions. When navigating the purchasing process, marketers should make sure the solutions are positioned to help the team succeed in the long run, not just solve short-term problems. While it’s not critical to have every detail of a multi-year strategy ironed out, it is a good idea to have a plan for growth and an understanding of how a tool will help make that plan a reality.
3. Double Down on Customer Service
Digital marketers may be thinking, “What does customer service have to do with me?” Although it’s sometimes easy to forget, every single interaction a customer has with a brand impacts their opinion of that brand, and is thus considered ‘customer service. This is even more important for digital companies that must repeat brand-conscious customer service tactics across multiple platforms and channels.
Digital marketers play a key role in establishing a customer-centric reputation for the brand. Whether this is through personalized emails, welcome pages, or customized product recommendations, that personal touch can make a huge difference in the eyes of the customer.
4. Create the Ultimate Buying Journey
Digital marketers can see exactly what content is most successful among consumers, and then strategically build upon that momentum for maximum returns. If, for example, a brand knows a majority of customers are coming to their website via social media, it can beef up social campaigns and design smoother workflows to help the customer from point A to point B.
Creating the ultimate buying journey for customers also means optimizing their online and mobile shopping experiences. As shopping moves online, and online shopping moves to mobile, brands must make sure their sites render well, are consistent with brand guidelines, and make it simple for shoppers to find what they’re looking for. After all, the smoother the buying journey, the higher the likelihood of a conversion.
5. Know When and How to Go Back and Refine Processes
While talking about refining processes is easy, it’s a little more difficult for marketers to actually get their hands dirty. If a workflow or process just isn’t working, it might be time to go back and re-evaluate where things went wrong. This is also a great opportunity to A/B test different campaigns and strategies. Marketing itself is a constantly changing landscape, and digital marketing is one of its most dynamic features. Marketers need to keep their eyes on the metrics and data to stay informed about the processes that are working, and where it may be time to refine.
Various ways to perform an SEO Analysis
- Check Your Visibility on Google
When beginning your SEO analysis, it’s important to start with a bird’s eye view. Identify how many of your website pages are ranked in the search engine, and get a better understanding of your overall website visibility on Google.
- Check URLs and Meta Descriptions
URLs should be shortened down to about four to five words that describe the content that’s on the page. If your URLs are long or irrelevant, you can choose to optimize and edit them so search engine bots better understand what’s on the page. But, be warned, that this can affect the link juice of the old URL. You can edit meta descriptions as much as you want.
- Analyze Titles and Headings
Titles should be attention-grabbing and encourage users to click on them. In both your titles and headings, ensure that you are using the proper SEO keywords for your page. Keep in mind that high search volume keywords can be difficult to rank for, so try to find a long-tail keyword that is a little less competitive and will improve your chances of showing up on the first page of a SERP.
- Check Your Internal Links
Internal linking is a practice that involves adding links to other pages on your website to help visitors navigate to different pages. Internal linking is actually a great SEO tactic to help improve your rankings in search engines. Plus it can improve the user experience.
- Analyze Your Website Content
Content plays a huge role in the SEO of your website. Check for any duplicate content, which is an SEO red flag, and de-index or remove it if necessary. Also, ensure that your content is high quality and error-free. Start with your most popular pages, then work your way down to smaller posts and pages.
An SEO analysis can help you make strategic decisions to improve your site’s ranking in search engine results pages. You can utilize SEO analysis results to help you rank higher, expand your reach, and drive traffic to your website.
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