The Essential Aspects Of SEO Analysis
Article by Janvi Arora
SEO is an essential marketing tactic in any digital marketing activity. Majority of customers start their sales cycle through a Google search. Ranking high in Google will definitely open many doors for business. There are enough blogs about what to do what not to do when implementing SEO. But most of the marketers forget the most crucial part of SEO, that is SEO analysis.
Before you even begin implementing SEO solutions for your business or your client’s website, you must dedicate a sufficient amount of time conducting an SEO analysis. The number of assumptions made in SEO is tremendous and one should be aware of what’s going in the market before you decide a particular strategy. Google does not loose pledge and the SEO guidelines we have are based on theory, trial, and error, but the reality is that the organic web positioning is a constant uncertainty (not to mention the amount of unexpected and radical changes that the search engine gives us from time to time). Therefore, our recommendation is that you always do previous SEO analysis.
So what does this mean? Well, like everything in life. Suppose you wish to build a home, you don’t just start building a roof, First you check the soil, lay down the foundation and then start building the structure. Similarly, you cannot just get up one day and try ranking number one on Google. You must first analyze how your website is optimized, what improvements are necessary, what are the latest trends in SEO, what is your competition doing? Etc. To help you with all these things, we will reveal essential aspects of SEO analysis.
The first thing is you need to find keywords related to your business. Check whether you are ranking for any keywords related to your website. Keywords form the foundation around which your entire SEO strategy is built. Suppose you have a men’s shoe shop and if your website ranks for women’s footwear, the audience visiting your website may never get interested in the product.
Carry a keyword study from scratch. There are so many tools available in the market both free and premium which help you build your website on the foundation of keywords. Use a mixture of high performing keywords and long tail keyword to create content. Also, analyze what your competitor is ranking for. Peeking into your competitors will help you make better decisions by implementing what is already working by adding a unique angle suitable for your business.
It’s funny how we worry about complex stuff and simple stuff just slips out of the mind. This surely happens with competitor’s analysis. Google says that content is king, which is true, but in the case of SEO, having content is not enough. It should carry a certain amount of depth to be able to rank on Google. Analyzing your competitor’s website properties will give an idea about what’s working for them and what’s not. If you really wish to overtake your competitors, you should first know where they are lacking behind and cash on that opportunity. Understanding what keywords your competitors are ranking for, will give you a head start in writing website content.
Probably the most important part of SEO analysis. Google already says that content is king. It means that Google rewards those who provide valuable content to the user. All your marketing efforts are surrounded around content. If your website doesn’t provide any information a user is never likely to return due to bad user experience. Analyze your competitor and see what type of content they are uploading. If your website has some previous content, analyze their performance and see why that content piece didn’t work? Make sure your texts have keywords and write in such a way that your users understand you and that the information you give is really useful. Each piece of content you upload has the potential to attract visitors and hence become important for SEO.
4. Social Media
Social media doesn’t affect your SEO directly, but definitely has a certain influence of Google rankings. It is much easier to have them then doing without them. If you already have social networks, analyze their performance, publication frequency and the number of engagements you get. Also, analyze how your competitor is leveraging social media. The thing with the search engine is that if a user searches for your business directly, it also highlights the social media pages in the Google search results. This can boost your branding and make the consumer aware that you exist on multiple platforms.
5. The structure of Your Website
You may take all the necessary steps and still end up getting zero results. Possibly in SEO, you have not analyzed your website structure. Just remember that Google can’t read your website visually, that is through videos and images, you need to have proper code in place to make Google algorithms understand the structure of your website. Proper heading tags, title, alt tags must be incorporated properly. User friendliness is what you must keep in mind when designing a website. According to SEO masters, user-friendliness is one of the ranking factors of Google. Google analyzes user friendliness by the bounce rate your website possesses. If your current website has a high bounce rate, analyze what factors could be causing this sudden exit.
6. Usability and User Experience
In this part of SEO analysis, you need to analyze the visible and aesthetic part of your website. You need to get in the user’s skin and ask yourself: Does the web look good on my mobile or tablet? Is navigation clear? Is there logic in navigation? Is the design attractive? Etc. Make your website responsive to both desktop and mobile devices. These factors are valued by Google or rather the user values it. If your website is of health care and your website represents some funky images, the user is less likely to trust your business. The theme of your website must reflect your professional and brand value. This result in a high rebound rate and low CTR. Resulting in Google thinking that your website is irrelevant to the user.
7. Off-page Activities
Google values the popularity of the website. It indicates that your website is liked by many and your users are happy with the type of content you publish. Therefore it is essential to analyze your link structure (Both internal and external) and see how your website is linked to other websites. You may find out that you receive 10 backlinks from a website but all of them are from directories. There are many tools to carry out an offshore SEO analysis such as Ahrefs, Moz etc. Focus on getting links from quality sites and developing content that links naturally. As a tip, we also recommend that you analyze the off-page SEO of your competitors.
In addition to all these tips, one thing you must keep in mind is the measurement. Measure your performance before and after implementing your SEO strategies. The instant feedback will help you analyze the performance of your website. There is no one fit solution for your SEO needs. A strategy being successful for one industry may completely fail for the other and hence you must be creative in your approach to SEO. The creativity stems from knowledge which is obtained from a thorough SEO analysis