What is a web and social media audit?
What is a web and social media audit? An audit is an analysis or inventory of how your website is performing. The goal? To tell us how well your brand is performing on the web or on social media.
A web audit involves assessing a website’s strengths, weaknesses and potential issues, so we can determine what actions need to be taken to improve the site’s ranking and performance, and to develop a well thought out strategy that gets results. With the audit, we can define all the areas that need to be improved along with the goals and priorities in the short, medium and long term.
At Spritz, we perform 2 types of audits: web and social media
The web audit (SEO/SEM)
An SEO audit is a complete analysis of all the organic ranking factors that help improve a website’sperformance, traffic and visibility on search engines. The goal is to correct errors and evaluate the potential for indexing and accessibility, based on the key technical elements that influence organic ranking.
The 3 areas covered by a web audit
Navigation and indexing (technical SEO)
This involves analyzing the structure of the website and the different technical elements that allow search engines to find and index it. The goal here is to identify anything that might compromise the site’s ranking and to make recommendations to optimize it.
Robots.txt, 302 redirection, 404 errors, HREFlang, sitemaps.Not familiar with these terms? No worries, we’ve got you! Explaining and simplifying technical jargon is part of what we do. And we perform our audit in a way that helps you and your team understand which actions need to be taken and why.
Internal analysison-page SEO) :
Here, we analyze the website’s content, structure, keywords, copy, visuals and all other elements that help search engines and users understand what the website is all about. Duringthe on-page SEO analysis, we identify tags (H1, H2, H3, etc.), optimize metatags (SEO titles and descriptions) and evaluate the website’s performance speed.
External analysis ( off-site) :
The off-site analysis allows us to report on the website’s ranking in relation to competitors, to help search engines determine the level of trust and value associated with the site.
Just a few of the questions we answer at this stage of the audit:
- Does Google recognize the site as a credible source of information?
- Do a lot of external links from other sites drive to the website?
- Are these links of high quality to give the website more credibility?
- How satisfied are the users who visit the site after a search? How well does the site respond to user searches?
Already have experience with search engine marketing (SEM) campaigns?
Our web audit also includes an analysis of current and past campaigns. In this context, we’ll suggest keywords based on the competition and search volume, and share our findings and recommendations.
The social media audit
This is an analysis of the brand’s social presence (on Facebook, Instagram, YouTube, LinkedIn and so on). We look at the number of fans, subscribers, impressions, views, reach and engagement. And we also dive deeper into the community profile, looking at things like age, gender, language and geographical location.
Some of the questions we answer during the social media audit:
- Are the accounts and profiles optimized?
- Which platforms are the most efficient?
- What do we know about the community?
- Does the layout represent the brand well and is it consistent across platforms?
- Which posts get the most engagement?
- Does the community management and monitoring follow best practices?
- Does the community management and monitoring follow best practices?
- Are the key messages clear?
- Is the content strategy on point?
- Are you posting enough (or too much)?
- What recommendations can be made?
Why do you need an audit?
→ To invest in the right places and optimize your investment. An audit allows you to invest where it counts and avoid spending on activities with low or no return on investment (ROI). Don’t forget that adjusting along the way is key.
→ To gather quantitative data. An audit provides you with the right information to achieve the desired results. Maybe your site is working better than you think and just needs to be optimized. Or maybe the SEO would be better if a few elements on certain pages were modified. Anything is possible once you know what you should be looking for.
→ Set priorities. An audit helps define which areas need to be improved right away and which ones can wait. It allows you to achievequick winsby fixing simple errors.
An audit is the foundation for building a solid strategy. It helps you avoid moving aimlessly in all directions and lets you establish clear guidelines to avoid wasting time and money.
How does it work?
Our team analyzes your practices to make clear and thoughtful recommendations. We evaluate the functionalities and how effective they are, identify errors and flag any missteps. We also work to make sure all your software and tools are up to date, since algorithms are constantly changing.
If you want to better understand your target, know that your website is performing at its peak and boost engagement on your social platforms… an audit is a smart move for you!