Google updates to search engine filters are continuous. This means digital marketing agencies have to respond by improving their client’s SEO strategies to keep them updated. Web content has to be maintained or ‘optimization’ for search engines at least once a year. Some digital marketers recommend a check-up every 6 months. It’s probably good practice to do a review each year.
However if there’s a major Google update (such as Google’s Panda, Penguin, Pigeon and Hummingbird) then this will require a review.
How does an SEO check-up work?
It starts with studying user activity over a period of time on your or your client’s website (and any other online media such as social networks, and blog pages. A study will build up a picture of user data and user’s movement and behavior. This study provides us with data of what works and what doesn’t. So improvements can be made.
Quality and Relevance of Content.
All search engines are designed to reward (up rank) good quality content and penalize (down rank) poor quality content. So it makes sense to check the quality of copywriting. Making sure it’s relevant to your topic, title and keywords. A good question to ask yourself is ‘ would i share this piece of content myself ?
Why is it important to conduct an SEO checkup regularly?
Two words come to mind ‘Trends’ and ‘Filters’. Changing trends and constant filter updates are ongoing. Google are working on updates all the time. Sometimes releasing updates very day sometimes twice a day.
Major Google updates to their filters are made every few months some of these updates are announced and explained some are just released. To help SEO marketeers to prepare and optimize their SEO processes google usually announce their major updates. Remember your ranking can go up and down if you never review our SEO strategy it will quickly drop down the ranking on SERP.
The results of the data analysis will quickly reveal what’s working, what isn’t and the areas that can be improved upon to align with current SEO best practices.
What to look for in an SEO review
There are sample checklists you can find online for the SEO which you can download to help with your audit and they should include the following 4 areas:
keyword (research, list and placement) strategy is an important part of digital marketing. The content should match the keywords (not the other way around) so make sure your content relates to your primary (target) keyword list and make it relevant to your potential customer in terms of information and tone of voice or language style.
Furthermore if you are researching keywords online using some of the popular research tools. Always remember to download keyword list that the software generates, You’ll notice some words or phrases you might not have considered before. Use these terms/phrase to write content around.
Note: Your content should match your keywords not the other way round, your keywords are also referred to as your ‘target keywords’.
Online tools for keyword planning and research:-
Google’s Keyword Planner
Moz Keyword Explorer
Search engines filters are programmed to understand user experience (UX). So good web navigation or theme design and backend efficiency will rank well. Today UX will affect ranking more and more because search engines assess page layout such as text alignment, spacing, leading and typeface consistency.
They are also set up to penalize poorly designed pages and reward well designed pages. To improve some basic elements try using Google’s Mobile-Friendly test tool to highlight issues regarding page load speed, unnatural links and broken links.
Are links to you page from other sources that credit your page as a source of reference. Search engines measure the reputation or authority of a website by assessing it’s backlinks, it calculates how many other pages cite your page as a source. So make sure any backlinks your site receives are from reputable sources. You can use and ‘SEMRush’ for backlink-tracking and functionality.
4#User behaviour flow/movement:
Once you’ve updated and made improvements it’s time to check to look for improvements in activity. Look at where new visitor’s are coming from and which pages they linger on use Google’s Analytics to track behaviour. This tool is very detailed and provides alot more data than just page views.
What online tools should we use for SEO audit.
Any independent agency offering SEO services are well placed to give unbiased report on their overall online presence. To help an SEO audit their are some useful tools to guide you through this process. Use Google’s Search Console which has a number of tools that look at analytics that can guide and support you through a successful check-up.
Other online tools such as ‘Screaming Frog’ can help identify broken links and advise on overall SEO strategy.