Diving into SEO on an existing site can be challenging, but getting a good lay of the land is essential to correcting issues and building inbound traffic. What types of SEO Site Audit Strategy audits are there, and how should you perform a site audit on your website, or the website of a new client?
The strategy of a good site audit
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Welcome to Site Audits 101, a four-part series on strategic content management. This is part one, where we’ll talk about the value of finding the right SEO audit type for your business and go over the types of audits.
Why are site audits valuable for your business?
Say you want to dig deep into your site’s traffic, audience, and content. What organization wouldn’t find that prospect overwhelming? A content and site audit can help you assess all area of your site’s performance – and help you build your brand and understand your audience.
Audits help you determine how your audience finds your site – and why you may not be as findable as you’d prefer.
A site audit can serve as a how-to guide, establishing a to-do list to improve your traffic and ranking.
Audits are part of pro-active site maintenance. Doing audits on a regular basis can help you spot issues before they impact your traffic, conversions and revenue.
Audits can help you to prioritize tasks and measure the effectiveness of your changes. Which of those checklist items should be tackled first? And, which are making the biggest impact on your traffic? Audits can help you establish a baseline.
A good site audit will create competitor intelligence, helping you to spot new competitors and competitor trends.
Site-auditing can help you uncover optimization opportunities beyond “low-hanging fruit” site fixes. Optimized site structure will make a huge impact on your traffic, but a good site audit will help you identify off-site potential, too.
Site auditing will help you provide the best site experience for your customers, establishing your brand’s reputation and authority in the process.
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Audits help you determine your site’s findability and your audience’s true goals
We define findability as “the ability for a person to access the products, services and information they need.” An SEO audit will help you discover why you might not be as findable as you might like, either generally or for specific search terms, products, or brands.
finidabiilty connects your audience and your market ecosystem
Seeking out the products and services we need comes naturally, and technology – including search engines and in-app tools – has evolved to mimic our natural use of language. Conversely, users have evolved to search more effectively. We’ve come a long way from asking Jeeves to using a variety of channels to find what we need.
Your site is found through a combination of channels, including search, social, email, word of mouth, and any other ways your users find you. Your audience may find you through types of content such as videos, images, blog posts, articles, and, of course, search terms. They may find you through Google’s universal search, in which the SERPS include links as well as images, answer-box content, and much more. A search audit should help you figure out the type of content your audience is finding, and determine how they are interacting with that content.
The nature of the findability ecosystem means that you need to consider channels beyond search when building your SEO strategy. A classic example is the statistic that most cable box owners water “dual screens” while watching TV, meaning that they’re on a tablet, phone or laptop while enjoying their favorite shows. That means that, if they see something interesting on TV, they’re more likely to engage online. And this effect goes both ways! A user who has been exposed to a product online (through digital ads, email, or social) is significantly more likely to engage with that product offline (when they encounter it in a store or discuss it with a friend).
Optimization is everywhere, and for every marketing
When auditing your content, you need to consider that optimization doesn’t only occur onsite. Of course, onsite keywords, tags, meta data and content are vital to SEO, but you also want optimization to create a cohesive experience for your user. That means your email headers, social media posts, paid ads, articles on partner sites, and even offline content should reflect the same brand, keywords, and feel of your onsite content.
SEO should target both your current audience and a wider group that we call the target audience. Your current audience is comprised of. People who are– successfully or unsuccessfully – already engaging with your brand, services, products, and content. Your target audience, however, is made of anyone who could use what your brand offers – and that. Includes people you haven’t yet identified or reached. Your target audience includes users you could reach on social media, through s
B2B sales cycle – using content to improve your process
The B2B sales cycle differs from the B2C sales cycles in many ways. One of the biggest differences is the length of the sales cycle. This isn’t a new phenomenon. A 2013 survey from Crain’s BtoB Magazine revealed “43 percent of respondents report a slowing of the sales cycle” which puts “more pressure on the online marketing mix to nurture leads through a prolonged purchase process.” The B2B sales cycle is usually many months and can often stretch to a year or more. The B2B sales cycle isn’t showing signs of getting any shorter. If anything, it’s getting longer.
For any company, the longer it takes to move a prospect to purchaser, the more resources are consumed in making the sale. Because of the length of the B2B sales cycle, this can be an incredibly resource intensive effort. Shortening the sales cycle reduces this drain on resources and benefits the business as a whole.
Content marketing is a powerful tool businesses can use to shorten the B2B sales cycle. According to the Harvard Business review, on average, B2B customers complete nearly 60% of a typical purchasing decision before speaking with a supplier. This suggests B2b customers are researching options, setting requirements, developing budgets, and ranking opinions internally before ever speaking with a sales team. Creating quality content for your products or services is a great way to get in front of these potential customers before ever speaking with them. However, content isn’t just useful in the early stages. According to the 2015 B2B Technology Survey Report conducted by Eccolo Media, various types of content is useful at all stages of the sales cycle.
content at each B2B sales stage
Let’s take a look at some ways to incorporate content into your B2B sales cycle and close more deals.
Getting the first click
Setting our product or service apart from competitors is something we are always striving to do as marketers. Getting the first click is the most difficult click to get. Creating great content that suits your target audience and answers their questions is a great way special resource to get the first click. Highly targeted and relevant content is a great way to add value and and create an avenue for continued brand engagement. Once you get the first click, you can use tools like retargeting to stay in front of that prospect while your sales team attempts to engage.
Getting valuable feedback
Another reason engaging content is a great resource is that it opens the door for feedback. Ultimately, our goal as marketers is to create content that benefits prospects and customers alike. Soliciting feedback as part of this content is a valuable way to build relationships with both prospects and customers. This feedback can be used to create new content topics or be incorporated in future content. It will also help you gauge your prospects and better understand their concerns. Facilitating and engaging these types of conversations is a valuable. Resource for your sales team to use when working with prospects.
Feedback from prospects and customers is very valuable, but it’s not the only useful feedback for content. It’s important for sales and marketing teams to be communicating closely. Sales teams are constantly communicating with prospects. These conversations are vital for understanding prospects needs and concerns. The insights surfaced by the sales team are very useful for the marketing team. Effectively communicating them to the marketing team is very helpful for creating content that will engage your target audience.
Create a variety of different content
Great content is a valuable asset to the B2B sales cycle. However, different content is useful at different stages of the cycle. Having a variety of different bank email list content to utilize at. Different stages ensures you’ll be engaging your prospects throughout the whole journey through the funnel.
Let’s take a look at at what content is useful at each stage.
content marketing B2B sales funnel
Website visitors
This is where every prospect starts. At this point of the funnel, you should be concentrated on generating interest in your product or service. Catching a prospect’s eye is important, but it’s just the first step in the process. Most website traffic will remain at this stage. Our job is to create progressively more engaging content to keep prospects progressing down the funnel. These are the types of content that are most useful to initially capture the attention of your target audience
Product pages – pages that lay out general information about your product or service offering are great for capturing initial interest. Be sure that these pages are clear and concise and present information in an easily consumable manner. Incorporating pictures, charts, and graphs are great tools to accomplish this.
Blog posts – your company’s blog is a great resource for garnering initial interest. Quality content that addresses the needs of your target audience ad
