On-Site SEO Optimization
You might be in reasonable health now, but in order to stay that way, you need to visit a doctor for regular checkups. The same principle applies to websites: simply having a website isn’t enough. In order to rank well on major search engines and be visible to potential clients, it’s necessary to perform periodic on-page clean-ups.
While content and features on your site may have initially functioned perfectly, the components of any given website are vulnerable to change over time. Change in Google’s algorithms, new web browsers, updates in WordPress or content management systems can all wreak havoc on your site over time. If your company’s site is riddled with dead links, missing pages, typos, or content that is no longer relevant and driving traffic, search engine algorithms are going to take notice, and your rankings are going to suffer for it. Age might not even be the issue. You may have a new site and not be aware that there are behind-the-scenes improvements that you can make.
SEO SITE AUDITS
A “site audit” is the term for when a website is analyzed for its SEO assets, like images, downloadable files, and individual pages. Think of a site audit as a diagnostic tool used to assess what can be done to your site to improve overall search engine rankings. Even if your website looks and functions beautifully, regular site audits are still critical for picking up on small — sometimes unnoticeable — flaws and omissions, which can damage the way your site is perceived by an algorithm and hurt your rankings in turn.
We will perform a thorough, in-depth site audit that provides actionable research to help you get the most out of your site’s SEO potential. Some of the metrics we audit include checking for and analyzing:
- Indexed pages. How many pages are returned? Does your homepage show up as the first result? Are there problems with your sitemap or robots.txt files?
- Duplicate content. Does your content appear in more than one place? Is the content included on a secure site version? Is there more than one URL for each piece of content?
- Pages within the Google cache. Are there any links that should be on your site that aren’t visible? Does your content appear?
- Content quality. Do you have enough content? Does it include images or keywords? Is the page formatted well? Do blog posts and content areas have strong, relevant headlines that will lead potential visitors to the content?
- Site layout. Are the landing pages attracting visitors? Does it take too many clicks to reach desirable content? Do the pages and links flow well?
- URL quality. Are your URLs relevant? Are they short, to-the-point, and descriptive?
- Title tags and meta tags. Are you taking advantage of title tags and meta keyword tags? Are your titles too long to display properly? Do your tags include primary and secondary keywords?
- Quality of internal links. Do you have enough internal links on your site? Are any of them broken, or lead incorrect pages? Are the links displayed in long, ugly strings, or are they neatly contained within anchor text phrases that will entice visitors to click and browse?
- Schema data. Schema data refers to a specific markup of data that your website (specifically the pages within it) gives to the search engines to help them know more about the information on that page and put it in the right place within its search results. Think of it as a language that search engines use. It is invisible to the visitor, but very important to how your data is presented within the search engine results.
- Site speed. Site speed is very important to how well your site performs in terms of conversion, user experience, and SEO. There are several fixes that can be implemented to improve site speed to a level that balances function and performance.
- 301s/404s. This refers to pages that are missing or can no longer be found on your site. A number of things can lead to pages not being found. It is crucial to reduce the number of pages “not found” within your website to as low a number as possible, most preferably zero. Our software allows us to track down every non-existent page that is being linked to from both within and outside your site. We then redirect those broken links to the page that is the most likely to convert the visitor into a lead.
- WordPress/site security. WordPress has a number of issues that can be exploited in pesky, malicious, and downright dangerous ways. Not all security issues take the form of malware or viruses that are spread. You may not even know that your site is infected or that it is affecting how well your site ranks in the search engines. As part of our site audit, we scan your site, track down any malicious code or plugins, and clean the site. You would be surprised how often this happens.
- Keyword density/mix. Having the right mix of keywords in your content, titles, H2 headings and internal link structure is very important to the credit and authority Google gives your site regarding those keywords. Overdo it and Google will think you are trying to game the system. Underdo it and Google won’t give you credit for a certain topic. Both can hurt your ability to rank for that keyword. Our audit lets us know of over and under-optimized keyword densities and problematic pages that we can then correct.
On-Site Optimization Services we Offer
At Majux, we offer a wide variety of on-page clean-up services, including:
- Google Analytics. Google Analytics creates detailed statistics about a website’s traffic, including where it comes from, where it goes, and how long it stays.
- Mobile optimization. More and more smartphones and other devices are being purchased every day. As more people turn to their phones for content, it’s increasingly important that your content is mobile-friendly.
- Content evaluation. If your content is dated, irrelevant, or inaccurate, algorithms are going to notice. On-page clean-up can weed out useless content that fails to share interesting information and snag visitors.
- Landing page optimization. The landing page is the page of your site that a user first “lands” on when they enter. If your landing page isn’t strong, visitors are going to click away before they explore what you have to offer.
- Error message analysis. Everyone has been disappointed by screens that read “404 Page Not Found.” A 404 is just one of dozens of different types of error messages that can crop up. The more that exist on your site, the more frustrated users are going to become, and the more damage will be done to your SEO rankings.
- Website design. Aesthetics are important. While an algorithm might not care about your page’s color scheme, your human visitors will. If your content looks dated, is poorly organized, or is hard to read, visitors will bounce away to a page that’s easier on the eyes.
- Link management. Navigating a website should be easy. For example, a visitor should never find themselves viewing a blog entry with no button to return “home.” Links should be constantly available, flow logically, and lead somewhere. Broken links are a surefire way to take an SEO hit.
- Site audits. A site audit is a diagnostic tool that screens your website for any errors or issues that could be hurting its SEO rankings.
- Conversion optimization. We are able to identify, diagnose, and fix problematic pages on your site. It could be pages that don’t keep visitors, features that don’t perform or display correctly, or something else entirely. We can go through each page individually based on a number of identifying metrics and increase your conversion rate site-wide.
If your business is interested in improving its search engine visibility, visitor experience, and conversion, contact us online or call us at 1 (800) 856-5761 for a consultation.