We have written about SEO audit extensively on this blog. We have covered topics that will tell you what the ideal metrics of SEO should be and how to measure value through them. During the course of writing these blog posts and through my work in SEO, I noted that despite knowing the SEO audit tools, most teams fail to make the dividends that they signed up for. Exploring this anomaly, I found out that the reason is very simple indeed. SEO audit will give you the right value of your brand only when you ask the right questions. It is like asking a fish the depth of a river instead of the height of a tree.
In my meetings with clients and financiers as a digital marketer, I have jotted down some common questions. Like, when do we start making money out this process? A very practical and justified question it is! Because irrespective of the lack of tangible metrics in many aspects, anyone who puts in money would like to know how it is being spent. Other than this fundamental question, there are others which do the rounds. Like, which are the keywords that you want our brand to rank? This is a question that is best answered by the brand owners themselves because they know better what works for their brand and what doesn’t. It is more so because they hold the vision where they want the brand to go in the coming days.
Keeping these questions, along with several others, I have developed the top five questions that SEO professionals should ask during their audit. Answering these questions will hold the key to an audit that will address all the concerns of the brand owners or clients.
Question 1: What is the USP of our brand?
I have dealt with this topic in many earlier posts here. It is very important that SEO professionals know and understand the USP of a brand before trying to promote or sell it online. No one likes a copy of another. There must be some difference. Even if you are selling a product imitation, there is something that distinguishes it from the parent source. Like price or even better customer service! Blow up this USP in the SEO initiative. And how well you do to promote or sell the USP of your brand should be there in the audit report.
Question 2: Do you address customers’ questions?
Brands, especially those functioning online, are so busy shouting what they want to say that they forget what the customers want to hear. No one wants to know how much effort you take to dish out a particular product or service. Customers want to know what they will benefit from the effort that you put it. Getting the drift? Tune your SEO messages accordingly. The audit report of your SEO team must contain answers to find out how well you have addressed the queries and questions of your customers.
Question 3: What do we show off to the search crawlers?
Your ticket to the SEO world is the search engine and its crawlers. And they are always looking for something different from the websites that they track. Do you have a state-of-the-art mobile friendly version of your website? Or, an app that makes like easier for customers? Show them off to the search crawlers and earn some brownie points. If you are able to do that or do not have any such show-off-worthy material, it should feature in your audit report. You should get on board asap!
Question 4: Who are your brand ambassadors?
We are not talking about celebrities here! We are talking about that faceless, nameless group of people who speak well of your brand and share your content online. Identify and empower them. In this social media age, they can do for your brand what your hired employees cannot. They can take your brand’s message to their own personal circles and make it big. Once you identify them, you have to find out why they like and prefer your brand. Give them more of it and you will ensure that you are never short of positive publicity. Of course, pin them up in your audit report!
Question 5: What is the conversion process?
This part is pure business. With SEO, you bring online visitors to your website. How many of these visitors convert into customers? That is a number that was always there in digital marketing audit reports. I propose you include the conversion process as well! I have noted that the cumbersome and even complicated structure of signing up for a brand often repels customers away. Smooth out these worries in your audit report.
Do you have any more questions that you want to ask? Shout it out here!