The power of SEO for businesses is enormous. A good SEO strategy helps not only to attract potential customers, but it also boosts online reputation, helps establish a good brand image or has a much longer useful life than other digital marketing tools. SEO achieves great results and is, in fact, one of the favorite techniques of marketers, who value it and appreciate its good returns.
But just as you must understand the importance of SEO within the digital marketing strategy and the need to design a good positioning strategy, it is also crucial to understand that this is a long-distance race. SEO is a long-term job, in which the company must think beyond the immediate. It is not about winning everything in a sprint or being the fastest in short distances, but about establishing yourself as the one who best knows how to stay and is capable of reaching the goal after a long marathon.
This implies designing content that has a long life – as is the case with evergreen content – or always updating knowledge and skills. Likewise, it supposes having a critical vision of what is being done.
To get things done right, SEO audits and analysis are essential. They are essential for the success of online businesses and websites, because they are the ones that guarantee that the strategy is being met and those that detect – and allow solving – errors and positioning errors.
Companies should leave the analysis and auditing of their web positioning strategy in the hands of an SEO consultancy. By doing so, they will be able to have an external vision of what they are doing: internal dynamics will be broken and there will be ‘new eyes’ capable of studying everything from a distance.
Of course, when choosing how and who will perform the SEO audit, companies must be very clear about what to expect and what difference to a good analysis process from one that is not. It could be concluded that an SEO audit is essential for the proper functioning of the positioning strategy, but also that it must be one well done.
What to expect from an SEO audit
Companies must be very clear about what to expect from an SEO audit. As explained from Rodanet, an SEO consultancy is not simply a process to generate documents with many pages that nobody reads or to create checklists of things to do that are impractical when applying them.
A good audit should take care of everything – from discovering the problem to implementing the solution – so that companies do not end up double spending and to improve the efficiency of their digital marketing strategy. The process must be agile, with close collaboration between auditor and client.
Of course, before doing an SEO audit you must know the company and the market in which it operates very well. This previous investigation allows to determine which objectives should be being met and to compare them with what is actually being achieved. From there, they can optimize the website, fine-tune the content and user experience strategy or develop more effective local SEO actions. There will already be a solid foundation on which to establish what should be done and, above all, the path to carry it out will have started.
From there, it will be time to reap what was sown. The SEO will have been fine-tuned and it will be time to receive the results.