A digital marketing audit is a complete examination of your brand’s marketing performance compared to the current internet marketing trends. To put it simply, an audit is an inspection of all the practices, strategies, and outcomes of what a specific business has been doing online and how to improve what is not working.
In the absence of an audit, companies may not be aware of needing to improve a specific strategy. It is hard to find time to devote to reviewing what you already have in place. But, a digital marketing audit will do that.
First, we’ll spend time looking at what your business has already done. Then we’ll come up with new strategies. These new strategies will maximize new opportunities for performance.
Ultimately, it is a valuable tool because it helps you understand the effectiveness and value of existing online presence. It will also show how your business stacks up against your competitors.
What Does an Audit Include?
- An audit exams all online aspects:
- Online content
- SEO/Search Engine Ranking
- Social Media Presence
- Website Performance Analysis
- Alexa Ranking
- Local Listings Placement
So, you’ve created content for your website, but where has that led you? It’s important to have a clear idea of where your content ranks online.
Questions to answer:
- What exactly you want this material to achieve for your business?
- What articles are performing well?
- Which articles are passed over?
- What has the greatest engagement on social media?
- Which posts are being shared the most?
These are all questions found in an audit. Additionally, a digital marketing audit will review the spelling and grammar for writing errors. Businesses must have proper punctuation. Your website will lose credibility with errors.
SEO (Search Engine Optimization)/Search Engine Ranking
Search engines account for millions of searches per day. There is no question as to why this is an important tool for an audit. However, this is not something obvious to most business owners.
Google puts out regular updates to its search algorithm. The updates cause falls in search engine rankings. As a result, many companies don’t find out for months they have penalties to their website. A regular audit will clear this up for you. You’ll learn what the best keywords for the site, the best performing keywords for the competition, non-performing keywords, and new keywords that could benefit your website.
Social Media Presence
Many businesses do not see the value in social media. But social media is a place for a company to interact with their customer base. It can also be a tool to develop relationships with clients and help them through the sales funnel. If you are not involved in social media, then creating a strategy for this is necessary. However, if you are a part of social media, then an audit is needed. It will show the success and failure rates of currently posted content.
Metrics determine success rates. Traffic, customers, and leads are how social media content is measured. It will give you insight into what is performing and what is not. Another thing to consider is the content. Is my content optimised-including the URL, keywords, etc. What is the best time to post my content? How long are people on the website? Social media generates how many leads?
Data doesn’t lie. In the case, there are too many flaws in the results, developing an entirely new strategy is needed. Hence, another reason as to why audits are valuable.
Website Performance Analysis
A website regularly needs to be checked. If there are flaws on the site that can lead to dropping in rank. To prevent dropping rank a monthly analysis and report should be conducted.
In a report, things to look over is how well the links (internal and external) are working. Is the metadata crisp? Are the images loading correctly? Above all is the information up-to-date? In the event there are flaws found a strategy will be created to fix them.
Most companies operate in a competitive environment, so it’s important to take a look at your competition. Alexa Ranking calculates how many visits you get to a website compared to your competitors. After receiving the results, a strategy is then developed to improve the rankings.
Local Listings Placement
The final step to the digital marketing audit is the placement of your company in the local listings. An audit will review your presence on Yelp, Google Maps, and Facebook. If your company is NOT listed, then it will be after the audit. If your company IS listed, then monitoring of reviews will be conducted.
To sum it all up, a digital marketing audit will analyze your performance. After the in-depth discovery, we develop a strategy with the next steps needed to take and new areas to explore.