It is of high value that you audit your website, more especially when it has been underperforming based on your KPIs. To accurately identify what is ailing your website, you have to start at the foundation, which is the core of all your optimization strategies. Here are several areas that you can audit on local SEO, which in the end, will help you come up with a stronger SEO foundation to last you a long haul:
- Technical Audit
A technical audit is very critical for all websites, regardless of whether it is a new site or an existing one acquired from another webmaster. Technical SEO is an area that can really derail your Google SERP performance, which is why you cannot ignore it. As the name suggests, you will have to audit your site on some technical elements. You can therefore not achieve it manually. You need the aids of tools that are already on the market, such as Screaming Frog, Woorank, among others. On technical auditing, ensure you check out the following areas:
- Internal Links
By now you must have known that internal links are a backup navigation system for users on your site. Check to ensure that all the internal links on your website are properly stated. Any misspellings in the URLs will only result in broken links which are bad for your user experience. Other than that, ensure that they play out naturally on your copy, to encourage readability. Keep them to a minimum for the very same reason.
- Issues With the Server
Do you feel like you have done everything right with your SEO but your SERP is not improving? Well, it could be that the issues thereof are beyond your control. In such a case, there could be some issues with your network and servers. That said, before choosing your hosting company’s server service provider, inquire ahead of time about the level of support they offer so you can know how much to expect from them.
- Markup Implementation
The markup code is what helps you to provide more detailed information about the pages on your site. Since local SEO is the area of focus, you need to ensure that the information you are providing about your website is as relevant and helpful to the target audience as possible, more especially, the NAP information (name, address, and phone number).
- Optimizing Content
There is no running from high-quality content in the practice of SEO. Your content strategy and the keywords you use can make or break your site. Your target audience should easily relate with your material, connecting on a level of relevance and usefulness. Check that all the information on your web pages is worth people’s time, and can withstand the test of time. Update whichever pieces need to be updated, adding clear call-to-action for each, so you can better target your local audience.
- Other on-page optimization
There is a lot you can improve on your website to better the experience of your users. The elements range from page speed and navigability to functionality and readability of your web pages. Try as much as possible to iron out any underlying issues with your on-page SEO. Ensure that all images meet the required standards in matters of size and quality, along with the text-based and video-based content.
- Off-Page Analysis
Your goal is definitely to build the authority of your website with local SEO. In that case, you will need off-page analysis, which mostly pertains backlinks, brand mentions, and social media engagements. All the activities of your brand outside of your website should work together to refine your local SEO rankings.
- Crawl Errors in Google Search Console
Google Search Console is an SEO tool that is affiliated to Google, which means it acts as a direct line of communication between websites and Google search engines. Running your site through this tool allows you to pick out areas where your SEO clashes with Google’s ranking algorithms that might compromise your SERP. It is the best tool to help you uncover some of the performance issues like redirects, broken links, missing pages, non-indexable pages, to mention others.