SEO Audits Explained – What is an SEO Audit?

Many SEO experts can neglect the initial foundation and planning phase of a client’s SEO strategy and performance. This is why it is essential to conduct a full and extensive SEO and website audit on the website PRIOR to any work being done.

 

Article highlights:

  • Understand as SEO audit and what it should achieve
  • How to approach an audit
  • Essential tools to use for the audit process
  • Best areas to cover in an audit
  • Free Tehcnical SEO audit Checklist with actionable points

 

website and SEO audit example

What is an SEO audit?

An SEO audit is an in-depth analysis of a website’s inner workings, structure, accessibility to search engines, and ability to perform well in a digital marketing-driven driven world.

Google has to be able to access, crawl and show your websites to your audience for your audience to engage your website. For this process to happen, many tick boxes need to be checked from a search engine perspective.

These ‘tick boxes’ are what we aim to analyze in an audit and identify ways to improve them to improve the overall website performance.

5 Essential Audit Steps And What They Mean

Follow these guidelines to cover the top 5 essential elements of a site audit and start to see quick wins and improved click-through rates!

1: Only One Version of your Site Should Exist (Canonical)

What is meant by canonical URL? According to Google, a canonical URL is the URL of the best representative page from a group of duplicate pages. However, let’s start by checking the canonical (original) version of the domain itself.

When a domain is registered, multiple versions of that website become available. One version with HTTP and one version with HTTPS. One version includes the ‘www’ and one version which doesn’t for example:

  • http://yourdomain.com
  • http://www.yourdomain.com
  • https://yourdomain.com
  • https://www.yourdomain.com

To avoid duplicate content and crawl errors, only one version of your website should exist. Choose one version of the domain (I usually go with https://yourdomain.com) and permanently 301 redirect the rest of the domains to this one main version.

Here is the HTTP version of our website which will 301 redirect to the HTTPS version.

Add image https://drive.google.com/file/d/1Pcf4Hj2BAxyikfwqG-WAtvaEZ6IoB9B0/view?usp=sharing

Add image https://drive.google.com/file/d/1EN7WyMVZeQtdI7ypHOseC1YfNFt1JsEy/view?usp=sharing

A handy way of checking the status of canonical versions of a page is by using the Ahrefs toolbar which will show you the status of the redirect (if any) once clicking on the ‘HTTP Headers 301’.

 

http domain example
https domain example

A handy way of checking the status of canonical versions of a page is by using the Ahrefs toolbar which will show you the status of the redirect (if any) once clicking on the ‘HTTP Headers 301’.

Ahrefs toolbar example of redirects

2: Look for Indexation Issues

Indexing is the process of Google accessing and crawling your website, understanding the content and topical elements, and making it available in their index.

To summarize the indexing process, Google will visit the page by the Google crawler (“Googlebot”), analyze content and internal links meaning, and then store your content in the Google index.

Read this great article from Moz about how search engines work. Indexation problems can be caused by many different factors which we will address below, however, it can be very common amongst any type of website.

However, large E-commerce sites are often a victim of indexation issues simply due to the number of products and associated sections.

Let us look at a real example of a site we recently audited:

An E-commerce clothing store had a total of 2683 indexable HTML pages as per a crawl in Screaming Frog, however, when searching for the domain-specific pages in Google, only 599 pages were indexed.

In this particular case, there were many sections of the website which were incorrectly blocked in the robots.txt file and there was an issue within the XML sitemap.

Page indexation issues in Google

Analyzing the Robots file and XML Sitemaps

To continue with the above issue, it is essential to view both the robots.txt file and all existing XML sitemaps.

Your robots.txt file will inform search engine crawlers which URLs the crawler can access on your site and which they can not. Any web developer or webmaster should understand the use of a robot’s file and what to avoid.

 

example of a robots txt file

The robots file is extremely useful if used correctly in the following ways:

  • Block any specific sections of your website or any specific landing pages
  • If needed, media files can be blocked from appearing in Google search results without negatively impacting your site’s SEO
  • Unimportant external scripts and resource files can be blocked

3 ways your robots file can be dangerous if used incorrectly:

  • The website is set to no-index
  • Robots.txt not added into the root directory of your site
  • No XML Sitemap URL listed in the file (I recommend adding all of your relevant XML sitemaps in your robots file

Another crucial part of crawling and indexing your website is your XML file. If configured and working correctly, Google will be able to crawl your website quickly and effectively which leads to better results in organic search.

The XML sitemap is a specific file that compiles a whole list of the website’s important pages, making sure Google can find and crawl them all. It also helps search engines understand your website structure and build a hierarchy around the structure of your content.

All of the popular SEO plugins out there will automatically create a sitemap for you, however, you will still need to check each sitemap to validate the number of pages within each folder and if all the pages are relevant.

You are also able to view any issues with your sitemaps in Google Search Console:

 

Visual of the XML sitemaps section in Google Search Console

If you are using Screaming Frog or the Ahrefs site audit tool, you will easily be able to see if there are any broken pages or broken links within your XML sitemaps.

This is what a typical XML sitemap will look like (image courtesy of Yoast SEO)

 

xml sitemap example from Yoast

3: Don’t Forget the Basics of On-PagePage SEO and Meta Tags

On-page SEO is so often overlooked and many sites lose out on quality traffic due to low organic click-through rates. I am not only talking about just title and meta descriptions (these are also essential), but I am also talking about the effective use of secondary and semantic keywords, internal links, image size, image ALT text, anchor text as well as relevant markup needed for each type of page on your site.

For anyone who may think that on-page metrics (especially the title and description tags) do not play a huge role in organic traffic, just take a look at this graph based on a study that Search Engine Land completed:

 

organic click through rate statistics graph by search engine land

When auditing a site take a look at what the current title and description tags are, the status of h1 headings, and word count too.

You can easily see this data in Screaming Frog by navigating to ‘page titles’ and scrolling through the menu to find any pages missing title tags or any which need to be redone.

 

example of page title tages in screaming frog

You can also view the results of a site audit run through the Ahrefs site auditor tool. I like the visual aspect of their audit reports and it is also easy to access the data which needs fixing.

 

ahrefs audit results showing issues with on page seo

Using the correct structured data on your content is essential to help search engines understand your content in a more in-depth manner.

Structured data (aka schema mark-up) is a standardized method of providing core information about a page and classifying the page content. Every single page on a website needs to have structured data about the type of service or category the page is talking about.

For example, here is the correct structured data code for a recipe page, what are the ingredients, the cooking time and temperature, the calories etc.

<html>
<head>
<title>Party Coffee Cake</title>
<script type=”application/ld+json”>
{
“@context”: “https://schema.org/”,
“@type”: “Recipe”,
“name”: “Party Coffee Cake”,
“author”: {
“@type”: “Person”,
“name”: “Mary Stone”
},
“datePublished”: “2018-03-10”,
“description”: “This coffee cake is awesome and perfect for parties.”,
“prepTime”: “PT20M”
}
</script>
</head>
<body>
<h2>Party coffee cake recipe</h2>
<p>
<i>by Mary Stone, 2018-03-10</i>
</p>
<p>
This coffee cake is awesome and perfect for parties.
</p>
<p>
Preparation time: 20 minutes
</p>
</body>
</html>

Source

Again, most popular SEO crawlers will identify errors in structured data, but here is an easy way to find these elements in Screaming Frog. Just navigate to the ‘structured data’ section and view the results.

You can toggle through the drop-down menu options which will show you which pages have structured data, which pages don’t, or if there are any errors with the structured data.

Alternatively, you can use the official Google rich snippets tester here and test on a page level. However, keep in mind that this will only test one URL at a time, so a bulk checker SEO tool will be easier to use at scale.

 

Google rich results test results

4: Page Speed and Core Web Vitals Testing

Possibly one of the most crucial aspects to your website SEO is site speed, mobile-friendliness as well as core web vitals (Page Experience).

Before we address page speed (the faster the load time the better for user experience and google), we need to understand a little bit more about the official Page Experience update.

According to this article by Search Engine Journal, the page experience update considers several signals that go into creating an optimal experience for users.

Google assesses each of the signals and gives a website an overall ‘page experience’ score.

Generally speaking, you want to give your website users and online customers the best possible experience, and so does Google.

Google Search Console has a whole section dedicated to Page Experience and allows you to view the core web vitals performance of each page and make the needed tweaks from there.

 

page experience issues from google search console

An extremely handy tool to check page-level load time results on both mobile and desktop is the official Google page speed insights test which will also provide you with opportunities for improvement.

Sidenote: I have found that when presenting audit findings to a client or business owner, using easy-to-understand and highly visual images works best.

This is also where the Page Speed Insights tool will come in handy, as you can add a few screenshots of the test and then write down or talk about the suggestions to improve.

For example, adding these into a client document with some valuable points to address is a powerful way to grab attention.

 

page speed insights mobile example 1
core web vitals test results mobile

However, with the Page Speed Insights tool, you can only test one page at a time. It is useful to test a few core pages (one after the other) but, or a better view of a website’s technical audit status, then you need something which can access these metrics at scale.

You can integrate the Google Page Speed Insights API into Screaming Frog and gather the speed metrics for every page in one crawl.

This function is awesome, but it does take a bit of extra time to crawl depending on the size of the website.

Here is an overview of how to enable the Page Speed API and run the crawl through Screaming frog. However, I do recommend reading their step-by-step guide on how to generate the API.

How to integrate the PSI API into Screaming Frog (overview)

Step 1: Click on the ‘API’ tab at the top right-hand side of the control panel and it will show you a list of APIs available.

 

API connection into screaming frog

Step 2: Navigate to the Page Speed Insights column and click on the gear icon.
Step 3: A window will appear which will require you to paste in your ‘secret key’ (obtained by following the link to the guide above).
Step 4: Add your secret key and click on connect.

 

Successful API connection from page speed insights into Screaming frog

5: Link profile Analysis and Link Building Overview

Very often we come across websites that experience traffic drops for no obvious reason which is why technical SEO audits need to cover a variety of aspects.

In this article, we have just addressed 5 of the core aspects of an audit which offer powerful insights into quick wins.

But if you would like to dive deeper and address a wider set of technical parameters, then download this extensive technical SEO scorecard for free (just make a copy to be able to use it).

The final step I would like to cover about auditing is around your website’s backlink profile. Too many SEO agencies or consultants shy away from addressing link building as it can be a gray area or one which they feel can be hard to justify to a client.

However, keep in mind that quality backlinks and mentions from quality, relevant third-party websites are still a huge part of Google’s ranking factors. View how we do link building.

My favorite tool for anything to do with Backlinks is Ahrefs (shout out to Tim Soulo and Sam Oh.

Start by running the target website through the Ahrefs site explorer tool, select all time, then one year, and then 30 days and look for anything which stands out to you, for example, any large peaks and dips.

Start by running the target website through the Ahrefs site explorer tool, select all time, then one year, and then 30 days and look for anything which stands out to you, for example, any large peaks and dips.

 

referring-domains-site-explorer
referring backlinks

If you find very large peaks which show that a website picked up too many links too quickly, this could be a sign of overly aggressive or low-quality link building which was done very fast.

It’s not always a bad thing to get a bunch of links in a short amount of time, but it must be natural. I always suggest quality over quantity.

Next, take a look at which locations the bulk of the links are coming from. If your client is operating out of one location only, for example, the United Kingdom, it will make sense to have links coming from this location.

Backlink locations

Also, look out for too many links coming from locations that you know are specifically of no interest to your client or campaign.

 

location of links from ahrefs

Anchor text analysis

A links anchor text is the clickable text in a hyperlink. It is the words that we use to highlight and add the link to.

Every anchor text should be natural and also be relevant to the page you’re linking to.

The words contained in the anchor text helps search engines understand the context of the topic as well as how the pages fit within each other. The words contained in the anchor text will also help to determine rankings and page authority associated with the target page.

For example, if you are writing a detailed guide about healthy food for a pitbull, and a third-party website is linking to you with the anchor text ‘buy used cell phones’ then this is completely unnatural and questionable.

Ahrefs will give you a nice breakdown of your top anchors as well as the percentage of links pointing to those anchors.

 

anchors visual example from ahrefs

When auditing, flag anchor text which is unnatural or overused. Especially exact match anchors. For example, if your client sells shoes online, you want to be on a special lookout for abundant usage of anchor text like ‘buy shoes online, or ‘shoes for sale online.

It is normal to have those types of anchors, but anything in excess is going to be an issue.

Ass the quality of backlinks pointing to the site you are auditing. There are quite a few ways of doing this and SEMrush has a unique toxic link analysis tool which is also very good for weeding out low-quality links.

However, staying in Ahrefs click on ‘referring domains’ to see what the average domain rating (DR) and traffic metrics each linking domain has so that you can filter out low-quality sites.

low dr and low quality links image from ahrefs

Ideally, you do not want more than 2 backlinks from the same domain. The very 1st link you get from a site is the most powerful in terms of link equity.

However, while you are assessing the quality of these links, if anything looks strange, click on the number arrow under the backlinks column, to reveal the backlink. From there, you can go ahead and view the page and assess it for yourself.

 

low quiality link checks by filtering in ahrefs

Locating and fixing broken links

Not only do broken pages and broken links cause a bad user experience and frustrating journey for your readers, but they will also waste ‘link juice’ aka ‘link equity.

By fixing any broken pages or broken links on your website, you will then allow the link equity to flow evenly through your website which is a crucial part of backlink optimization.

Keep your client’s site open in the site explorer, and click on ‘best by links’ underneath the pages dropdown. Then, filter for ‘404 not found’.

This will show you all of the broken pages on your website which may still have backlinks.

 

broken-pages-best-by-links-404

Sort the list by referring domains (RD) to see which broken pages have the highest amount of inbound links. Then, to restore the link equity from those pages, you will need to work through the list and decide the following:

  • Is it a relevant page with a simple error that can be fixed
  • Replace the content on that exact URL (the content must be within the same topic/niche)
  • Permanently 301 redirect the broken page to the next most relevant page or the home page

All of these options above will allow you to regain the ‘link juice’ and equity from the backlinks pointing to those pages.

The Best SEO Audit Tools for the job

Any site audit tool will constantly be updating and being modified, the tools below are by no means the only audit tools available, but these are ones which I rely on quite a lot.

I strongly suggest staying up to date with popular search-related websites, forums, communities and think tanks such as (my personal favorite) the Traffic Think Tank. I have learned more from the Traffic Think Tank than most courses and diplomas I have completed over the years.

Many great tools are free to use and offer great value, but there isn’t a ‘quick fix’ option that promises the world – stay away from any of these.

Below is a shortlist of some audit tools to use and ones that are popular when conducting an SEO audit on a website.

Screaming Frog: One of the most advanced industry-standard website crawlers which give you the ability to access every element of your website. This includes (but is not limited to) scanning all HTML pages, images, JavaScript, CSS, metadata data as well as internal and external links.

The technical capabilities of this tool are great and have been around for a long time. Not only does Screaming Frog show you every possible aspect of On-PagePage SEO, URL structure, response codes and so much more, you can also analyze structure data all in one place and connect your Google account too. Very powerful!

Fruition: Detailed Google penalty and Google update checker. Fruition links to your Google Analytics account and checks your domain directly against every Google update, penalty update, or core algorithm change.

This tool offers great insight and excellent visual elements to help you understand any impacts on your website whether they are positive or negative. This tool should be in any SEO toolbox regardless of whether you are running SEO audits or services in general.

Ahrefs: In my opinion, one of the best backlink profile and keyword research tools ever to exist is Ahrefs. Ahrefs gives you the ability to analyze every aspect of your website’s entire backlink profile and link types. Their website auditor tool has also made great improvements over the years and has visually appealing graphics.

SEMrush: Comprehensive and full suite all in one SEO tool which has incredible site audit features, visuals, toxic link analysis, and, great content ideas. Known to be very easy to use, SEMrushes’ ability to identify toxic links and allow you to analyze them and submit them to Google for the disavow process directly from the SEMrush dashboard is really handy and easy to use.

GTmetrix: Comprehensive website speed checker and page load time testing tool. This tool offers core insights into advanced load time metrics and data both from the client-side (user) and the server-side.
Google page speed insights: Industry-standard speed testing and page load time tool which now includes core web vitals performance reports and suggestions.

Google mobile-friendly test: Excellent mobile-friendly testing tool analyzing responsiveness, mobile load time, mobile layout, and distances of buttons, images, and text. Easily identifies sites that are or are not mobile-friendly. A nice addition to this tool is that Google gives you a detailed breakdown of what is needed to improve and fix any mobile errors which show up.

Google rich snippets tool: A way to test structured data and mark-up to see if your website is eligible for rich snippets in the SERPs.

Google Analytics: The core of website reporting and measurement. Google Analytics acquires user data from each website visitor through the use of page tags.

Google Search Console: The ultimate communication tool between Google and your website allowing you to monitor site performance, index issues, view and fix page speed and page experience issues as well as to monitor for any manual or security penalties.

Don’t Wait Until the End of COVID-19 to Invest in SEO

POST UPDATED ON WEDNESDAY, 10TH JUNE 2020:

No one needs a reminder about the impacts of Covid-19. In fact, many people are completely tired of hearing the world wide economic hits we have all taken. Origionally, I wrote this post roughly two month prior to various elements of life returing to some sort of normality.

Today, we are experiencing the slow but steady increase in business generation, the opening of shops and non essential outlets. Finally!

But, the questions around investing heaviliy into your online marketing is still a serious one. Many people are now being forced to fast track their strategies and come up with marketing budget because they were not steadily chipping away durin glockdown.

Let’s take a look at how SEO and digital in general is being used in the slow awakening of the business world.

Economic data in the ‘new normal’

Sources indicate that in the United Kingdom alone there has been a 2% drop in overall GDP during the first quarter of 2020. SOm eare comparing it to the great economic crash experienced in 2008.

Non essential offerings such as malls, entertainment sectors and non-food retail took the heaviest knock of all. What was once enjoyed in modern day retail foot traffic has now seen a decrease of a minimum of 75%. According to Commosnlibrary, the bank of England projects the unemployment rate to rise to a minimum of 9% toward the second quarter of this year which is a 5% increase since the pandemic.

What is the pandemic we are facing right now?

For several years, scientists and medical experts have been fighting, not one but a widespread of diseases all over the world. From the Bubonic Plague that killed nearly two hundred million people between 1346 and 1353, to the Spanish flu pandemic of 1918 and now the COVID-19 that started in December 2019, every one of these has affected the lives greatly.

The COVID-19 started early in December 2019 in Wuhan and spread incredibly quickly. From being an Epidemic in china to spreading all over the world, the COVID-19 took several lives and greatly affected the economy of several countries.

It was declared as a pandemic by WHO in March 2020, by the end of which the world had witnessed half a million infected people with nearly thirty thousand deaths. The virus continues to infect everyone it comes in contact with and has become the primary concern throughout the world.

The outcome of any pandemic is impossible to predict. While the cholera pandemic lasted eight years and killed nearly a million people, the HIV pandemic took seven years to cause the death of thirty-six million people.

The worst was the black death Bubonic Plague that lasted seven years and killed approximately seventy-five to two hundred million people. You never know how long COVID-19 is going to last and how many lives it may take with it.

Why shouldn’t you stop SEO services during this pandemic?

This would be the WORST TIME for you to stop your SEO Strategy!

SEO is an acronym for Search Engine Optimization, and it helps a business in improving a brand’s search engine ranking. It optimizes a website to get unpaid or organic traffic from search engine results.

Every company’s website has content that describes the business, the products, and services offered by them. With the help of SEO services, the websites gain more exposure and experience more traffic.

How the SEO works is a complex topic as it has several different factors impacting its ranking, one of them being content marketing that is integrated with SEO. The Google organic search has been greatly impacted by the pandemic COVID-19.

The outbreak has resulted in businesses and economies all over the world, shifting their support towards human health, and attempting to slow the infection rate.

COVID-19 has significantly changed online search behaviour as well as the type of content that search engine displays as a result. Google aims to provide the best possible result, which comes with expertise, authoritativeness, and trustworthiness (E-A-T), especially with YMYL or ‘Your Money, Your Life’ kind of search queries.

Life takes priority over everything else when a pandemic hits. With pandemic, every business takes a hit, and predictions of economic collapse start to surface. A lot of people start to believe that there is not much left to do and give up.

But do you know that you can still use SEO as a useful tool to sustain your business and not wait for the pandemic to end?

Take the chance and show some empathy

Every business has a human side to it, and when the pandemic hits, it is time to show your human side to your customers. Words like ‘we care,’ ‘we understand’ and such have often been used in article creation.

It is time you show that you mean it. Make sure that the content you share with them lets them know that you care, and you understand what they are facing.

If your company is helping a community during this time of need, make sure to share it in the newsletter.

Start advancing on your brand

SEO is a branding tool, but the trick is knowing how to use it during a pandemic. People are more worried about their jobs and lives than show any interest in your products or services.  People worry; it doesn’t mean that they are not online.

Most people start to look for content on COVID-19. Use SEO services to ensure that your brand shows up in the content. You can share safety messages with your brand or product visible.

Make sure to optimize the keywords to relate to safety during a pandemic, and do not share any humorous memes.

Create awareness among consumers, and a distance between you and competitor

If your business has anything to do with products that are needed during a pandemic, then make use of this to create awareness. Nothing remains intact in the minds of people during a pandemic than a company that shows care and responsibility.

Every day, things such as toilet paper, hand wash, soaps, disinfectants, and so on are becoming a necessity and people will remember them, but they will also remember a competitor brand.

Use SEO services to stay on the top.

Make use of content marketing that tells your customers that you care and create a distance between you and your competitor.

Even if your company does not provide essentials, find ways to be noticed by offering content that helps customers during the time of need. Make sure to optimize keywords and give yourself a head start before your competitor joins the race.

Invest in long-term marketing strategy

It is a time when everything is uncertain, starting from the future of a business to the lives of people. Cuts will have to be made as the future shows certain signs of recession. It is ideal to invest in long-term marketing rather than look for opportunities to make short term profits. The ideal tool to fulfil long term goals is SEO.

The pandemic has no defined end, but it surely has an end. When it does, you must be prepared to receive your customers. Until then, develop a content marketing strategy, and with the help of SEO services, establish yourself as the brand that every customer seeks.

Today or tomorrow, the pandemic has to end. But customers who are stuck inside their homes have ample time to browse and build a perception about a brand or a company that they find online.

Don’t wait for the pandemic to be over to start your SEO work; your competitor may already be a step ahead of you

Four Ways Social Media Can Maximize Your SEO Efforts

Social media and SEO may not overtly look like they can influence each other. Social media platforms focus on shareable content while SEO is used to maximize traffic and engagement on a website by improving that website’s ranking in Google’s search engine rest.

On top of that, Google revealed in a video released in 2014 explaining that it does not consider a strong social media presence as a factor when it comes to ranking on its search engine.

However, that does not mean that the two are not related or that they cannot boost each other. If you look directly at what kind of websites rank higher on Google’s search engine, you will see a clear relationship between social media and SEO.

An experiment conducted by Hootsuite in 2018 found a relationship between social media and SEO when they discovered a 22% increase in reach among websites that effectively used social media’s shareability features.

What this means is that even if there is no direct link between social media and SEO, websites that rank on Google’s search engine results page (SERP), tend to have a strong social media presence as well.

LATEST SOCIAL MEDIA

How does social media help SEO?

While SEO is traditionally meant to help websites rank higher on SERP’s, the truth is that today social media profiles can be modified to include SEO as well. In fact, a properly optimized social media page can help push your brand forward and your business ahead. Read this great guide by Hubspot – https://blog.hubspot.com/marketing/social-media-marketing

An effective business marketing strategy has to include SEO management of not just your website, but your social media profiles as well. The main reason behind this is that social media platforms have turned into the most often used content distribution channels. With millions of users spread out all across the world, social media will increase your brand’s visibility as well as improve engagement and reach.

How do you achieve better SERP rankings using social media?

The more quality content you generate on your social media profiles, the more likely they are to be shared and gain traction. Social media, much like SEO, is a game of consistency and diligence. When you create content relevant to your brand that is shareable, you increase your visibility by becoming accessible to more and more people.

When it comes to developing a reputation as well as loyalty, people generally tend to trust those brands that are recommended by their families and friends. This means that your social media content, when shared among family and friends, can better generate both brand reputation and traffic for your website.

Optimizing your social media channels also means that you have to prominently include your website’s information on your social media platform. That way, people can link back to your website, and you can get increased traffic.

When this happens, Google will automatically start to rank your webpage higher. The more relevant you become and the more traction you get, the higher you will be ranked. That is why the brands at the top tend to be people who are both reputed as well as authorities in that area. Social media profiles also appear in SERP’s these days, so their relevance when it comes to online marketing cannot be underestimated.

How do you effectively incorporate social media into your SEO and marketing strategy?

Now that we have seen that SEO and social media can work together, the next step is to figure out which SEO and social media strategies will work best for your brand.

Once you have built your website and social media profiles, the next step is to make sure you have a consistent brand image and voice throughout them all. You should also develop a content calendar and have a bucket list of content optimized for different channels and ready for use.

Here is how you use social media to boost traffic conversion and website engagement:

  1. Develop a consistent purpose across your content: This means that every content you create has to be designed to sell your product. While posting consistent updates is important, unless that content links back to you in some way, it becomes useless. This is highly important when it comes to social media because you have a limited time period within which your target audience will see and scroll past your content. So when your content catches someone’s eye, there has to be a call to action which informs them about your website and product.
  2. Create consistent sharable content: The more shares you get across various social media platforms, the more likely you are to gain traction on your website. Aside from posting content directly on to your social media channels, another trick you can try is to develop content on your webpage, and then make that sharable using social media buttons. When you later share this content on your own social media platforms, you can gain an advantage when it comes to generating traction. Quality articles and listicles catch are often shared on social media, and this can help you create conversations and boost engagement.
  3. Build Contacts and Conversations: You must regularly engage with your customers, especially when they have queries. Social media platforms are organic in nature, and the more effort you put into expanding your name, the more traction you will get back. Using hashtags on Twitter is an effective way to spread the info about your brand, especially as hashtags can work very similarly to SEO keywords.
  4. Think of a long-term social media strategy: The interaction between SEO and social media is a continuous one. You cannot use your social media channels for a few months, generate a following, and expect continued followers once you stop using it. You should have a long-term strategy based on market research to make the best of SEO and social media.

Related Links:

SEO Toolbox: 5 Best Free SEO Tools To Use

Free SEO tools lead to digital marketing success


Every savvy digital marketer has now come to realize that SEO is not a piece of cake.
A lot goes into it in terms of money, time, and effort.

The type of goals you need to focus on to get increased traffic and clicks and being able to translate all of that into
converted customers are important, the reality is that achieving them without
having proper resources in place is next to impossible.


Google receives more than 63,000 search queries per second on a single day. Also, 15 percent of all searches on Google are new. As such, you need to be on the top of its SERP to attain an optimal CTR, which is seen to be 31.7 percent for the top organic search result.


This is where free SEO tools come into the picture as a collection of the armory that can help competitive, go-ahead digital marketers ace the SEO ballgame. You will have to leverage SEO tools to achieve the following benefits:

  • Scale up your business by simplifying the SEO process.
  • Conduct detailed SEO analysis and SEO audit to improve performance and save time.
  • Conduct a competitor analysis by seeing their backlink profile and keyword usage.
  • Step up your content marketing by identifying high-converting keywords and key phrases.
  • Achieve high returns on investment by converting website clicks to purchases.

The best SEO tools you need to consider using RIGHT NOW


Now that you know why you need SEO tools as a digital marketer, it’s time for you to make a choice from the plethora of SEO tools out there. Looking for ways to save money? There are many free SEO tools available too! Here’s a list of the five best SEO tools that will make the choice easier for you:

Google analytics


Google Analytics certainly deserves to be the first on this list of best SEO tools. Every digital marketer, aiming at a higher number of clicks and conversions, should indispensably use this website SEO checker created by the search engine giant itself.

It becomes one of the best SEO tools for its sheer capability to
provide a massive collection of data. It allows you to check how many people
clicked on a specific webpage, how long did they stay there, how specific
keywords perform, and location demographics to name a few.


When you use Google Analytics, you are likely to get in-depth information about your website’s performance—something that can help you devise the best content strategy. It provides the simplest way to find out what website elements work and what do not work for you. It’s a free SEO tool, meaning you don’t have to shell out a whopping sum to enjoy its features.

SEMrush

The second on the list of best SEO tools is SEMrush. If you know the importance of
using the right keywords in your website content, then you will value this
keyword research tool like nothing else. This is amongst the best SEO tools
that brings to all the information you need regarding the ranking of each
keyword on your website.


This feature-rich shows you the position of your keywords on SERPs, the traffic patterns over a year, and the URLs to where your keywords drive traffic. The SEO tool also allows you to find your competitors’ keywords, and how they are ranking on SERPs, and create content around them. From SEO analysis to SEO audit, you get help with everything from SEMrush.


Answer the Public


When we talk about search queries, it’s all about asking questions. People look for specific information, which is why they type in their questions in Google’s or any other search engine’s search bar. Content marketing is all about coming up with the right answers to these questions, and one of the best SEO tools that help you do so is Answer the Public.


Answer the Public is one of the very few SEO tools that is oriented so well toward content marketers. You can leverage this tool to fetch popular search queries after typing in a keyword. It gives you a clear graphic of all the questions that people ask when they use that keyword. As such, you get valuable insights into the desires and concerns of your audience and create well-targeted content pieces.


Woorank


Being a nifty website SEO checker, Woorank deserves to be on the list of the best SEO
tools available to digital marketers. It’s simple to use and aims to improve
the SEO of your website. It does so by creating an SEO score and a highly
actionable list called the “Marketing Checklist.” This list is all you need for
fixing any issues found on your website’s SEO.


This is different from most other free SEO tools because it comes with a pane for social sharing. You can find a range of information on this page, such as the number of likes, comments, shares, bookmarks, and backlinks, your website has got across social networks. You can also find a dedicated mobile section that provides useful information on the performance of your web pages on mobile devices.


Ubersuggest


Last, but certainly not least, there’s Neil Patel’s Ubersuggest which took the SEO community by storm as he released this tool as a free tool. There is now a premium version to the tool which gives you more options in order to see more search results, keyword suggestions, the number of keywords to track, and much more.


Ubersuggest is counted amongst the best SEO tools. It leverages Google’s Keyword Planner tool to derive data that lets you come up with different keyword ideas. You can also find valuable data related to each keyword, such as the average cost per click (CPC), search volume, referring domains, backlinks as well as competition level.


The best feature of Ubersuggest is its smartness in filtering out certain keywords
that may not interest you. Not to forget, the updated Ubersuggest 3.0 lets you
get domain metrics by simply putting in the URLs.

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