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On many websites of various SEO companies you can find the “Order an audit” button. And often people click on it without much understanding of whether they need this audit at all. Let's figure out when it's really worth conducting an audit, and when it's better to postpone it.
Audits are:
Free. Usually these are simple checks regarding basic optimization errors and obvious problems on the site.
Paid. Typically, such an audit involves a more in-depth analysis using statistics and data from search engines to identify hidden problems.
Now let's determine when an audit is definitely not needed.
If there are no plans to make changes to the site in the future due to lack of budget, then the audit will not be useful. A paid audit may reveal that a lot of work needs to be done on the site, which will require additional financial investments. If there are no funds for improvements, then the audit will only take up the time of both your company and the specialist who will conduct it.
For sites that operate only during the season, optimization through an audit does not make sense. A long time to improve positions may not coincide with the relevance of the project. In such cases, the optimal solution would be to use contextual advertising, which will give quick results.
If the site has not been updated for a long time, and its design, functionality and management system are outdated, then it is obvious that it needs modernization. In this case, an audit is also not needed, because the changes are obvious - the problem can be solved by updating the resource.
However, an audit can be useful for many sites, even if the client is not very knowledgeable about SEO. It can help identify problem areas that are hindering progress. And the expert will explain these problems and offer solutions.
There is an opinion that audit and SEO are not needed for a new website. This is wrong. It is best if the site is immediately optimized correctly so that search engines can index it correctly, and important pages immediately appear in the search results.
For sites that actively use advertising, an audit will be useful. Optimization will help improve the user experience, as well as reduce the cost per click in advertising campaigns. For example, if the topic of the site is very competitive, proper configuration can significantly reduce the cost per click after just a month of work.
When a site has poor statistics, such as a high bounce rate, owners often believe that the site is not ready for promotion. However, an audit can help identify the reasons for these low numbers. The site may not be optimized for mobile devices or may not display important elements well. These problems can be solved.
Branded sites often mistakenly believe that their traffic will be good for branded queries. But even large companies require attention to SEO. For example, a brand name may overlap with other terms, which can make search results difficult. An audit can help improve your site's search visibility.
Sometimes websites are created without a clear strategy or purpose, and in this case they become a “dusty book” on the Internet shelf. An expert audit helps determine the goals of the site, its functionality and content, and also gives recommendations for further development.
Many people think that it is enough to simply make a few changes that any programmer makes. But SEO is a complex work that requires constant analysis and adjustment. Success in SEO cannot be achieved by simply updating the site with one-time edits.
There are many myths surrounding SEO and audits. Let's dispel some of the most common misconceptions.
Self-audit using third-party services that do not take into account the topic of the site or the characteristics of its audience can lead to incorrect recommendations. Such mistakes are difficult to correct and may even make the situation worse.
A good audit takes time and a comprehensive approach. It includes technical analysis, statistical and usability testing. Simple automated reports cannot replace the full-fledged work of a specialist who will deeply analyze the site.
Region matters. Promotion results may differ for different regions due to competition. A site may be useful in one city, but considered spam in another. It all depends on which sites are fighting for a place in the TOP and what behavior the users have.
Audit is only one of the stages of SEO. It identifies errors, but does not provide a complete plan for progress. For successful SEO, it is necessary not only to correct errors, but also to actively work on content, link mass and other aspects so that the site develops steadily in search engines.
You can get advice on the implementation of your project by writing to info@seo.computer or leaving a request on our website. id 6969
