SEO and UX Analysis

First of all, what is organic SEO?

Organic SEO (Search Engine Optimisation) simply means that your site comes up when someone looks for a particular keyword or keyword phrase because Google believes your site’s content is relevant to that phrase and also to the searcher’s intent, no paid advertising required.

Your web developer may well have given you a visually stunning site, but if she or he hasn’t built in SEO at every step, the site will lose you potential revenue if customers can’t find it.

That’s why I offer an SEO site check service tailored to businesses who have an existing website, but want to improve their ranking on search engines.

When analysing your site, I’ll focus on the following key points:

Website Analysis – The Technical Aspect

  • Check current Google Analytics website data and Google PPC data (if any). This will allow me to obtain an accurate picture of traffic to your site.
  • Check if Google Search Console is installed and check if it is properly configured (e.g. XML site map submitted, canonical URL, language setting, site location of your target market). I’ll also address any site errors that may have been picked up by Google and are highlighted in Google Search Console.
  • I’ll examine your internal links structure and the keywords used in anchor text to ensure it’s as straightforward and simple as possible. You need to make it easy for visitors and search engines to navigate your site, with user friendly menus and properly linked pages.
  • Check if your site has a clear, simple URL structure. Search engines don’t like unwieldy URLs and neither do your customers.
  • Determine if SEO optimized meta title tags and meta description tags are in place and offer relevant information about your page. Meta tags help indicate to search engines the topic of your page, and what text to display when your page is listed in search engine results.
  • Check if your webpage content uses SEO optimized H1 and H2 HTML header tags. Header tags are not visible to users, but help clarify and support the overall theme or purpose of your page to search engines.
  • Check to see whether the images on your site have been optimised. When someone browses your site, they’ll love big, relevant images, but although pictures can look amazing, they need to be optimised. Not only do they need to be compressed to the right size, so they don’t impact on your site’s speed, you should also tag the images, describing them to help search engines to find your site.
  • Getting your site’s content right means creating a solid foundation for all your other SEO efforts. I will check your site’s pages for content length, quality, keyword usage, relevance and value and provide you with a feedback summary, including suggested enhancements.
  • Backlinks, also known as inbound links, are links that are directed towards your site. For search engines, the number and quality of backlinks are an indication of the importance or popularity of your website.
  • Google is constantly changing its algorithms and may penalise you if they find spammy or unnatural links. I’ll check your site’s backlinks and if I uncover any so-called ‘toxic links’ then I’ll let you know and advise on the best way forward.
  • If your business is targeting local customers, with a physical address in a specific area, it’s essential that not only is your site optimised for local searches, but also that you capitalise on Google’s free ‘Google My Business’ listing. I will check your ‘Google My Business’ account (if possible and where applicable) and suggest enhancements.
  • Check your site for any broken links.
  • Check for duplicate content (identical content found on two or more pages on your site and whether similar text content appears elsewhere on the web). Search engines may penalise your site if too much duplicate content is found.
  • I’ll have a look at your blog, and I’ll advise you on how it can be improved for maximum effect. Many businesses believe that SEO of their existing content is enough to establish a strong showing in search engines, but a business blog doesn’t just improve your online presence and SEO strategy, it also attracts potential customers and develops a relationship with your target market, increases traffic, establishes you as an authority in your field and provides you with plenty of content to use as part of your social media strategy.
  • Although I’m not a lawyer, I do understand the legal requirements for your website. I’ll examine your site to make sure it’s compliant and if I find any potential problems, I’ll bring it to your attention, so it can be remedied immediately (i.e. certain EU requirements).
  • Check for potential problems related to your chosen host. A bad host can make it difficult for you to do well in terms of uptime, downtime and site speed. It’s also advisable to use a host based in the country you want your site to be found in.

Scope of Work: Website Analysis – User Experience

Page load time:

These days, everyone wants information immediately. If your site doesn’t load quickly, your customers will lose interest and go elsewhere, costing you traffic. Google also factors page load time into its algorithms, so if your site is slow to load, you’ll drop in the search results. If applicable I will advise on the steps necessary to speed up your website.

Is your site mobile-friendly (responsive)?

A responsive website that changes based on the needs of users and the device that they’re viewing it on is essential. I will test how easily a visitor can use your page on a mobile device and provide you with feedback and where applicable also recommendations for improving website performance across all devices.

Create trust:

This can include the use of testimonials or awards, adding your twitter feed, etc. The more credible and well established your site looks, the better.

Review how social media is integrated into your website to ensure social media platforms and your website work together to maximize online exposure.

Does your site have an SSL certificate? If not, then it’s time to migrate to HTTPS. Adding an SSL means your site visitors can browse, book services, and share information safely with you online. Also, Google gives your site a search ranking boost for using SSL!

Your Online Brand:

You never get a second chance to make a first impression and, on the internet, it’s even more important that new customers get a strong idea of what your business is all about when they visit on your site or social media pages. If you cannot grab a site visitor’s attention as quickly as possible, they’ll go to your competition – sometimes, within seconds. Your online brand is what makes you stand out from your competitors and needs to be clearly conveyed. Prospective customers coming to your site should be able to immediately see:

  • What makes you different
  • How you solve their needs
  • What benefits you offer

I’ll provide you with impartial feedback on your online brand and let you know what kind of signals your site and your social media pages are sending to potential customers.

What happens next?

Once you’ve received my report, the next step is to implement any suggested improvements.

If you wish I can provide you with a proposal for the enhancement of your website. Please note: I do not provide “SEO package” quotes. Instead, I provide a tailor-made solution based on your individual website optimisation needs.

As I analyse your site, it may become clear that the best and most cost-effective solution is to replace your site with a new one rather than attempt to rescue what can’t be rescued. This is most likely the case with sites that haven’t been updated for a while, look dated and/or lacks modern basics, such as being responsive. In these circumstances I’ll talk you through the options, so you can determine the best way forward.

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