Why Is an SEO Audit Important?
After you have sorted all your issues, your website should begin to rank much higher and thus attract more visitors. With optimized content and good internal linking, visitors will spend more time on your website, giving you more time to convert them into customers, subscribers, or leads.
All search engines are looking to give their visitors the best experience, answers, and referrals when they search for something on their platforms. They do this using different algorithms that allow the best matches between search queries and search results. To improve search results and functionality, they tweak their algorithms regularly.
While some of the changes they make do not have a significant impact, some have been known to break websites and tank rankings. To ensure this does not happen to you, you should be conducting SEO audits regularly, typically at least twice a year.
You should also keep an eye on statements coming from Google and other search engines so that you know when they make changes to their algorithms.
To name just a few, here is some recent Google algorithm updates:
- Mobile-first update: This is the search engine’s move to prioritize mobile versions of websites when indexing and ranking them in search results. This means that Google will primarily crawl and index the mobile – rather than desktop – version of a website to determine its relevance and ranking in search results.
- Page Experience update: A holistic update algorithmic change that means Google prioritizes web pages with good user experience. This update takes into account factors such as page speed, mobile-friendliness, safe browsing, and HTTPS security, aiming to improve the overall quality of the web for users.
- Helpful Content update: Google now focuses on rewarding “people-first” content and devalues content written for search engines. It will prioritize content that is actually helpful to users in SERPs.
- Product Reviews update: this aims to reward high-quality product review pages that share in-depth research i.e. informative product review pages that have been designed with users in mind.
As you can see, there is a common thread that runs throughout the majority of recent Google Algorithm updates:
User experience (UX)
This means that the UX design of your website doesn’t just affect your conversion rate anymore, it also directly affects your online visibility. This continued overlap between SEO and UX is only going to strengthen as time goes on, so it’s important that you use an agency with both SEO and UI/UX expertise.
If you’re interested, we have dedicated blog which further explores why UX design matters for your business.