Conduct a website audit

Conducting a website audit is crucial to optimising your online presence and ensuring that it aligns with your business goals. Here's a detailed approach tailored to your expertise in marketing:

1. Technical SEO Analysis:

   • Crawlability: Use tools like Screaming Frog or SEMrush to check for crawl errors, broken links, and orphan pages. Ensure your XML sitemap is up-to-date and submitted to Google Search Console.

   • Site Speed: Evaluate loading times using Google PageSpeed Insights and GTmetrix. Optimise images, leverage browser caching, and consider a Content Delivery Network (CDN) if necessary.

   • Mobile Responsiveness: Test your site on various devices and screen sizes. Use Google's Mobile-Friendly Test to ensure compliance with mobile-first indexing.

2. On-Page SEO:

   • Keyword Optimisation: Perform a keyword gap analysis to identify opportunities. Ensure primary and secondary keywords are strategically placed in title tags, meta descriptions, headers, and body content.

   • Content Quality: Evaluate content for relevancy and depth. Implement the E-A-T (Expertise, Authoritativeness, Trustworthiness) principles to enhance content credibility.

   • Internal Linking: Strengthen internal linking structures to distribute page authority and improve user navigation. Implement contextual links where applicable.

3. User Experience (UX) Evaluation:

   • Navigation Structure: Ensure intuitive navigation with clear, descriptive labels. Use heatmaps from tools like Hotjar to analyse user behaviour and improve site layout.

   • Call-to-Action (CTA) Effectiveness: Assess the placement, visibility, and wording of CTAs. A/B test variations to determine the most effective versions.

   • Accessibility Standards: Verify compliance with WCAG (Web Content Accessibility Guidelines) to ensure inclusivity for all users.

4. Content Strategy:

   • Alignment with the BIG12 Approach: Ensure content supports the unique selling proposition and core offerings. Regularly update blogs, case studies, and client testimonials.

   • Content Distribution: Utilise tools like Mailchimp for targeted email campaigns and social media scheduling tools to maximise reach across platforms.

5. Analytics and Conversion Tracking:

   • Goal Tracking: Set up and review conversion goals in Google Analytics. Ensure all marketing channels, including Google Ads and social media, are properly tagged with UTM parameters.

   • Data Analysis: Conduct a thorough analysis of metrics such as bounce rate, session duration, and conversion rates. Use insights to inform strategic adjustments.

6. Compliance and Security:

   • GDPR Compliance: Review data collection practices to ensure compliance with UK regulations. Implement clear cookie consent mechanisms and privacy policies.

   • Security Measures: Verify the presence of an SSL certificate and conduct regular security audits to protect against vulnerabilities.

For media buying and budget management:

• Allocate Budget Strategically: Prioritise high-performing channels identified through historical data. Consider a flexible budget model to adapt to real-time performance insights.

• Programmatic Advertising: Leverage platforms like Google Display Network for targeted, automated ad placements. Use real-time bidding to optimise spend.

• Performance Tracking: Continuously monitor ROI and ROAS (Return on Ad Spend) to refine budget allocations. Employ predictive analytics to forecast future performance.

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By implementing these strategies, you'll ensure that your website not only meets technical and SEO standards but also effectively engages and converts your target audience.