如何to do a Website Audit to Improve SEO & Conversions

您上次给您的网站进行检查是什么时候？如果您从未审核过您的网站，那已经有一段时间了，或者您正在计划网站重新设计在不久的将来，将此帖子用作您的首选网站审计清单，以确保您的网站已启动以获得最大的SEO和转换结果。

Below, let's learn what a website audit is, why it's important, and how to use the information to improve your SEO and conversions.

Before we dive into the things you should be keeping an eye out for as you're auditing your website, let's review some of the benefits of doing one. Here are some of the top benefits from a marketing perspective:

1.网站性能优化

Website audits usually evaluate a site not only for its content but also for its technical performance.

结果，审核将使您有机会检查网站技术框架和基础架构的鲁棒性，评估您的网站搜索引擎的友好程度，并确定用户在网站上进行导航和直观查找内容的容易。

2. Search Engine Optimization

通过进行网站审核，您将能够识别任何错过的SEO机会和remedy any misguided or poorly executed SEO pitfalls (e.g. keyword stuffing, exact match anchor text links, etc.) throughout the content of your website.

It will also allow you to re-focus your SEO efforts on users first and search engines second. This will safeguard you from constantly chasing changes to search ranking algorithms, meaning you won't be applying misguided practices just to show up at the top of the search engine results pages (SERPs).

3. Conversion Rate Optimization

Website audits also enable you to re-evaluate the effectiveness of your website in terms oflead generation和转换。结果，您将能够发现任何以前被忽视的机会将访问者转换为潜在客户，以便您可以添加相关的CTA，并在目标页面中识别缺陷，以便您可以优化它们以促进转化。

4.竞争分析

进行网站审核将使您可以将您的网站与竞争对手的网站进行比较。您可以分析您对关键字的竞争对手的排名，并确定潜在的新收入来源。

您可以使用工具,比如HubSpot的网站平地机,to perform an audit on your competitor's websites to gather more insights. You can learn how your competitors are attracting visitors and see how they're garnering conversions.

Ultimately, this will help you brainstorm new tactics and strategies for your site.

5.确定问题

当您进行网站审核时，您将能够找到损害SEO和转换的问题。也许它是折断的链接，隐藏的内容，长页加载速度时间或更多。确定这些问题将帮助您修复转移流量的问题。

如您所见，评估网站的内容和技术方面将为您提供大幅度改善网站生成的流量和转换的机会。

Now that you know what a website audit is and why you should do one, let's look at how to conduct one.

1. Run Your Website URL through a Site Audit Tool

在开始之前，您需要找到一个网站审核工具，可以帮助您分析网站的性能。当您使用网站审核软件来运行您的网站时，您可以获得bob电竞官方下载特定的建议并测试页面的性能。

2. Find Technical Errors

通过审核工具将网站放置后，您将需要查找技术错误。这些可能与性能，SEO，移动，安全性等有关。您网站的技术网站结构和设置在您的网站为客户的表现方面发挥了重要作用。

3. Identify SEO Problems

Now, you'll want to look at SEO-related issues so you can improve your ranking on search engines. This might mean looking at meta descriptions, reviewing image alt text, and more.

4. Analyze Design and UX

One of the things I like to look for when conducting a website audit is the user experience. How is this design working for your customers? Some software has heatmaps of what parts of your design draw the most attention and what users are reading. This type of analysis will let you know how the overall design and user experience are impacting your visitors.

5. Assess Website Content

A website audit will help you assess website content including blogs, website pages, etc. You'll want to know how your current pages are stacking up. Ask yourself,"Is my content ranking well in search engines?"和"Is my on-page SEO and performance aligned with my traffic numbers?"

6.生成所有站点问题的清单和建议的修复

Lastly, when you're conducting a website audit, it's important to have a place where you put a summary of all your findings. List out the site issues and recommended fixes, so that you can send that information to the appropriate teams.

Now let's dive in even more specifically so you know what to be checking for in this website audit.

Assessments to Make When Auditing Your Website

But first, enter your website intoHubSpot's Website Grader- 这将为您提供有关网站优势的一般概述，因此您可以评估本文随后的每项评估的关注。

你怎么样？了解您最需要哪些网站审计受益？开始了。

1. Website Performance Assessment

在网站审核的第一部分中，您应该专注于用户如何导航您的网站 - 从主页到博客文章，到着陆页，以及之间的任何相关内容。

Make a list of the pages on your website and ask yourself the following questions to evaluate them for optimization opportunities:

Is Your Website Optimized for Maximum Usability?

The more visitors you can attract to your website, the more opportunities you'll have to generate leads and, ultimately, customers. But only if your website performs well.

我确定您可以想象，只是有a website does not guarantee results. As part of determining the overall efficiency of your website, your audit should check to make sure your site is designed with your visitors in mind. The design and您网站的总体可通道should correspond with what a person would come to the site to seek out, such as more information on a business-related topic, resources, product/pricing information, testimonials, etc. This will largely depend on your individual business.

The main goal here is to make it easy for people to get the information they're looking for. As a result, you'll likely see conversion rates improve on their own.

要审核您的网站以获取可用性，请考虑以下内容：

• 我们业务的所有主要价值主张是否可以通过我们的主要导航/菜单项很容易访问？
• 我们是否有简单而直观的网站设计和页面布局？确保页面不会太混乱；散布着广告，CTA或链接；或完全没有内部链接。
• 您的转换路径和/或购物车或结帐过程是直观的吗？一路上有很多干扰产生摩擦for your site visitors?

You might also consider doing some user testing with members of your target audience to ensure you're effectively surfacing the content they're looking for, and that they find it easy to navigate to the parts of your website they're interested in.

如何Is Your Website's Overall Speed?

Are there excessive page sizes and/or long page load and server response times? Does your site go down frequently? Site speed can be impacted when image files are too large or HTML and CSS needs to be cleaned up, all of which can大大提高您的网站速度。

Ultimately, fast-loading and optimized pages will lead to higher visitor engagement, retention, and conversions. To quickly check a web page's load time, downloadMozBar，MOZ的工具栏，您可以将其附加到浏览器上，以便每次访问网站时简单的页面分析。

2. SEO评估

优化网站的性能对于吸引访客至关重要，但上述问题不是您唯一要问的问题。您还应该审核您发布的内容，以确保它实际上解决了访问者的问题。

您的网站内容是高质量的吗？

当您评估质量的内容时，请从目标受众的角度考虑一下。这个信息让我满意吗？它回答了我所有的问题吗？它会给我与此主题相关的所有资源吗？bob体育苹果系统下载安装我知道下一步该怎么办吗？

Keep in mind quality content should appeal to the interests, needs, and problems of your买方角色;要有趣且写得很好，提供有关特定主题的宝贵，透彻和详细的信息；并为读者提供下一步（例如呼吁行动，链接到资源等）。bob体育苹果系统下载安装

If you're still not sure if your content is high quality, evaluate it with this checklist:"如何to Tell if Your Marketing Content Is Actually Valuable。”

您的网站搜索引擎是否优化？

Make sure all your web pages are followingon-page SEO best practices。To audit your content for on-page SEO, conduct a keyword analysis in which you do the following:

• 请咨询您analytics回顾关键字性能。哪些关键字为您带来了交通和潜在客户的最大收益？
• Assess how well you're factoring keyword performance into your content strategy. How much relevant content are you adding to your website to target those keywords?
• Review basic on-page SEO elements like URLs, page titles, meta description, and copy. Make sure keywords are included where relevant.

To help you conduct an on-page SEO audit of your content, read the "Step-by-Step Guide to Flawless On-Page SEO，“还包括一个free downloadable on-page SEO template让你走上正轨。

3.转换率评估

尽管高质量，搜索引擎优化的内容是提高流量号的好方法，但一旦这些访问者在您的网站上真正重要的是，就会发生这种情况。当然，除非您不在乎转换（HA！）。

您的网站是否针对潜在客户产生和转化进行了优化？

这是优化的地方电话行动（CTA），营销提供和着陆页在您的网站的性能中起着重要作用。他们不仅为您提供了捕获访问者信息的机会，因此您可以跟进潜在客户，而且还可以使您的访客与您的内容和品牌保持联系。

要审核您的网站以获得最大的转化潜力，请问自己以下问题：

• 如何manymarketing offers我的内容是否有arsenal到登陆页面后面的大门？
• 我是否有各种各样的营销优惠吸引我所有不同的买家角色？
• 我的网站上是否有任何着陆页/转换表格？
• 这些着陆页有多优化?
• 我有转换机会为访客吗漏斗的各个阶段?
• Am I using calls-to-action effectively? Am I missing opportunities to include calls to action on various pages of my website?

To learn more about CTA selection, check out our post, "如何为网站上的每个页面选择合适的CTA。”

4.技术评估

一旦您解决了网站审核的三个主要目标，就该循环开发人员或IT部门的某人进行技术评估。您也可以雇用外部代理机构 - 请务必先做功课。

Keep in mind that there may be some carry-over from the three assessments above -- website performance, SEO, and conversion rate. The technical evaluation, however, addresses all three to maximize the user experience (UX).

这是您在网站审核的技术评估阶段应该寻找的内容...

您的网站设计响应能力吗？

Does your website have a responsive design? Meaning, is it a为移动设备设计的网站? The usage of smartphones to access the internet is only growing. As of 2017, mobile devices account forhalf of all web page views全世界。结果，网站必须与不断增长的需求兼容。

有关移动兼容性的更多信息，请查看我们的“Ultimate Cheat Sheet for Mastering Mobile Marketing。”

Is Your Website Error Message Free?

响应代码错误是否在您的网站上弹出，那里不应该有？召集302-，404-和500级响应代码能be useful to tell users that something's wrong.

如何ever, having this happen is also an indication that someone isn't cleaning up broken links and, as a result, leading users to dead ends. Find those error messages and clean up your broken links. Tools likeGoogle's Webmaster Tools或者Xenu的链接侦探对此非常有帮助。

您的网站URL优化了吗？

Does your site have URLs of excessive length due to keyword stuffing? Do they contain session IDs and/or include tons of dynamic parameters? In some cases, these URLs are difficult for search engines to index and result in lower clickthrough rates from search results.

Does Your Website Have Too Much Flash or JavaScript?

确定完全是闪光灯或JavaScript的导航区域。搜索引擎在阅读和访问这些方面面临挑战，这可能阻止您的网站被索引。

此外，这些要素从可用性的角度提出了问题。访问者在访问您的网站时经常寻找非常具体的信息；如果他们必须坐在10秒的视觉介绍之前，然后才能找到您的操作时间，那么您将有一个非常沮丧的访客。

您的网站结构是否针对搜索引擎进行了优化？

我们已经讨论过与用户访问内容和可用性有关的站点结构，但是确保您的网站结构最适合搜索引擎也很重要。如果您的网站上的页面没有内部链接到网站上的其他页面，则这些页面的索引的可能性较小。

您是否正在定义如何通过搜索引擎爬行和索引您的网页？

这可以通过包括从机器人文件和标签到站点地图的各种方法来完成。这些措施是您指导搜索引擎到网站最有用的内容的一种方式。

机器人文件或标签

机器人元标记可让您利用一种颗粒状的，特定于页面的方法来控制应如何索引单个页面并将其提供给搜索结果中的用户。这些标签应位于给定页面的<头>部分中。

Therobots.txt文件, on the other hand, is a text file that allows you to specify how you would like your site to be crawled. Before crawling a website, search engine crawlers will generally request the robots.txt file from a server. Within the robots.txt file, you can include sections for specific (or all) crawlers with instructions ("directives") that let them know which parts should or should not be crawled.

公共和XML站点地图

您的网站也应该有公开XML SiteMap文件。公共站点地图是用户可以访问网站的页面的一个，例如书的索引。

XML站点地图供搜索引擎查看将添加到您的网站的页面，全部位于一个地方。sitemap.xml文件的通常位置是www.domainname.com/sitemap.xml。XML站点地图是每个网站都应该拥有的；它提供了一个机会，可以告诉Google和其他搜索引擎您想要爬行和索引的网站上的哪些页面。

While search engines don't guarantee they will abide by your sitemap, anecdotal evidence has proven time and time again that XML Sitemaps help provide insurance that your pages are found, and found faster -- especially if your sitemap(s) dynamically update your new web pages.

Are You Defining Canonicalization of Content?

您的网站内容的规范化是最终的主要技术考虑。为了更多地控制您的URL在搜索结果中的显示方式，并最大程度地减少了与重复内容相关的问题，建议您选择一个规范（首选）URL作为页面的首选版本。

You can indicate your preference to Google in a number of ways. One such way is to set theCanonical Tag（rel =“ canonical”）在页面的HTTP标头中。请确保有人通过确保指向正确的页面来检查整个站点的规范标签，并且每个页面都不指向主页。

Website Auditing Checklist

现在，在开始之前，您可以考虑使用此基本网站审核清单，以确保您查看网站性能，SEO，移动和安全性问题的所有必要元素。

Website Audit Example

To pull all this together, I decided to run a website audit on one of my favorite bloggers,Christina Galbato。

该网站的性能很好。SEO和Mobile的得分很高。该网站改进的主要领域是性能和安全性。

You might be asking yourself,“这意味着什么？”好吧，让我们深入研究。

在每个部分中，网站分级器都会让您知道您的表现良好以及可以改进的事情。请参阅下面的SEO部分。

然后，分级机提供了总体建议，以整体改善您的网站。如您在示例中看到的那样，您将看到一张表格将当前网站与建议进行比较。

进行网站审核

尽早建立一个审计框架很重要。问问自己的问题理想地集中在测量“我好吗？”这些问题也可能包括“这与其他人，尤其是我的竞争对手相比如何？”

Editor's note: This post was originally published in April 2018 and has been updated for comprehensiveness.