if you want to drive more organictraffic to your website and beat your competitors so you can attract newcustomers, you need to understand where you stand in the search engine landscapeand what you need to improve.
The only way to do this is by conducting an SEOaudit which will reveal, where you have problems that need to be fixed, gaps that need to be filled and will also help you create the perfect road map to crush your competitors.
An in-depth local SEO audit can costseveral hundred dollars, sometimes thousands, if you Commission an agency todo it for you.
But today I'm going to show you how to do a quick SEO audityourself, so you can start improving your online presence straight away withoutspending a dime.
I've even put together an SEO audit checklist which includes aton of free tools and recommendations which you can download in thedescription below so you can go through each step of the process for your ownbusiness from the comfort of your home and at your own pace.
At the end of it, you'll know exactly what you need to work on Hi there, this is your first timehere welcome to the community my name is Luc Durand the founder of rankingacademy.
uk which I created to help local business owners like you thriveonline and run successful businesses.
If you want to join the thousands of peoplewho are already part of this growing family it's simple and free, just clickon the subscribe button and the Bell notification and you will automaticallybe alerted when I publish a new video.
If you're ready let's jump in.
Google mybusiness listing audit.
Do you have a Google my business listing? I know thissounds obvious for many of you but they are tons of businesses out there whohave yet to claim their Google listing.
Like this one, face painting fairies.
Google my business is crucial to your online success and will have a majorinfluence on your overall online visibility.
If you haven't claimed yourlisting yet do it now, if you don't know how watch my video, how to set up Googlemy business for best results.
If you have a listing and it is verified, it'simportant to get it right.
Here is what you need to look out for.
Use the same business name that you would use in real life and thatis printed on any of your legal documentation or business cards.
Do notadd any additional keywords in a hope you will rank higher.
It's against Google's policy and you may get suspended.
Address and phone number.
Make sure your address and phone number are accurate, get this wrong and you willbe in a world of pain, you will mislead Google and your customers too.
Ensure you've selected the right primary category for your businessas it will influence your rankings enormously.
This can sometimes be atough choice, dentist, cosmetic dentist, and dental clinic are three differentcategories so make sure you choose wisely.
Once you're done with yourprimary category you can add secondary categories that apply to your business.
Have you entered your business hours? If not make sure you do.
People look at this stuff.
Don't cheat and pretend you're open when you're notto avoid frustration and potential bad reviews which leads me to my next point, reviews.
Reviews are a major influence when it comes to rankings.
It could makethe difference between your competitors ranking and not you.
How many do you have? how positive are they? have you responded to all of them? You can encouragecustomers to leave you more reviews with this nice little tool that will generatea link which will automatically trigger a Google my business review pop up andease the review process.
For more info on this just check my video on how tocollect reviews.
Link your Google my business listing to your website ifyou haven't done it yet.
Have you added frequently askedquestions to your profile? FAQ will help people make informed decision about yourbusiness.
People also use the FAQ option to ask about services you provide whichcan often generate fresh leads so there are not to be ignored.
If you're stuckabout what to write in there here is a tool that might help answerthepublic.
Throw a keyword in there and it will spit out a list of common questionsyou can use.
Photos are probably the best way of showcasing your business and capturing attention so add some photos regularly.
You can also addvideos and 360 panoramic views for better engagement.
Do youpublish any post? You can increase your visibility with Google posts.
Posts canbe used to provide an update about your business, promote a product, a service oran event.
They increase your listing prominence in search results especiallyon mobile and are used automatically to answer FAQs in the FAQ section.
Although they expire every 7 days, it's a great feature notmany businesses are using so make the most of it.
Have youadded a business description? if you haven't, time to start typing.
You can adda description to tell customers a bit more about your business in up to 750characters.
Google my business has more options available, some of them industry specific, but if you can nail these down for now you willhave a solid profile.
Time to move on to citations audit.
If you don't know whata citation is, it is a mention of your business in major directories and socialmedia platforms which generally includes, your business name, your business address, your business phone number and sometimes a link to your site like in this exampleon yell.
com which is a major directory in the UK.
Having your business listed inthese is the foundation of any local SEO strategy and is important for tworeasons: these directories very often rank at the top of search engine resultsfor local searches which may include your business and drive traffic to yoursite, but more importantly it helps create trust and legitimacy with Googlewho will be discovering your business across all these platforms.
But forGoogle to establish trust, your business information needs to be accurate andconsistent everywhere your business is mentioned.
You could check theconsistency and accuracy of your business information across the webmanually but to be honest with you it is a very tedious exercise and can stilllead to errors.
Instead, use a tool that will do the legwork for you in myopinion bright local is one of the best tools to just do that.
You can create a free account for 14 days without using a credit card whichis more than enough time to check if your business is mentioned in all theright places and if there are any errors.
You can even download a full citationreport and will also have access to tons of additional information once you'veset up your profile.
The next thing we're going to check is if your website isresponsive.
Checking if your website is responsive is just ensuring that yourwebsite works on all types of devices and more specifically on mobile phones.
When it comes to local search most of your visitors will come across your sitevia a mobile phone so if your website is not compatible your business is reallygoing to suffer.
To quickly check if your website is adapted to multiple devices, download this free resizer app in Google Chrome, then simulate your website viewon the various devices available.
The next thing we're going to look at isyour home page.
Since the home page of your site is your most important page itdeserves to be analyzed separately as there are many things to take intoconsideration.
To really maximize your SEO opportunities this is what youshould check.
Is your title tag optimized and includes the keywords and the cityname you are targeting? Have you added a Meta Description to your page compellingenough so that people will want to click on your listing in Google when they comeacross your business? is there a main title also known as h1 which stands forheader which also includes your main keyword and city name? Is there anobvious call to action on the page such as a phone number that is visiblewithout scrolling down? Is the call to action visible on the mobile version ofyour site without scrolling down? is there enough content on your page? Thinkof including your services and products and whatever else you think is relevant.
Are you linking to important sub pages from your home page which you'd likevisitors to click to and Google to discover? Do all your images have an alttag? Are you talking about your location where your business operates?Have you embedded a Google map related to your business so visitors can checkdirections straight to you from your homepage? Does your page include yourname, address, and phone number which is consistent with your Google my businesslisting.
Once you've completed all of the above it's time to analyze the rest ofyour pages.
For this we're going to use a tool which is going to speed up theprocess enormously.
Go to ubersuggest.
comand in the search box add your domain name.
I am going to use the example ofthis dentist located in tampa florida.
Click on search.
This will initially giveyou an overview of your website which includes the number of organic keywordsyou're ranking for, the estimated organic traffic and the number of links pointingto your site.
On the left hand side choose site audit at the bottom of themenu and click on search to trigger an automatic scan of your site which shouldtake up to three minutes.
Once completed, you should see a breakdown of errors, warnings and recommendations.
Click on the first box to bring up the full list.
In there you will be able to uncover issues with your pages such as, duplicatemeta title, low word count and missing headers across your site and fix them.
Ifyou are unfamiliar with the errors highlighted, just click on the what isthis and how do I fix it? which is very helpful.
Since this is an automated scanit doesn't include every recommendation so, once you've fixed the highlighted issues I recommend you also check the following items for all your pages.
Include the main targeted keywords you are trying to rank for with your pageand the city name in your main title tag.
Include the main targeted keywords youare trying to rank for with your page and the city name in your main header.
Make sure the keywords is different from the home page and unique for each page.
Ensure your content is well structured and includes subheadings.
Add keywords in your subheadings which are related to the main keywords you aretargeting for these pages.
Look at this example.
One heading includes fuse boxand the other consumer unit which are closely related.
Finally, don't forget toadd alt tags to your images.
Time to now look at how well your business is ranking in Google.
When it comes to local searchyour business is likely to show in two distinctive areas within Google.
Thefirst one, is in Google Maps with your Google my business listing which willalso include the map pack.
The second one is what I call the more traditionalresults which sit below the map pack which is where your business websitewill be listed.
It's important to know how well your business ranks and forwhat keywords so you can monitor if any of the improvements that you haveimplemented have made a difference to your ranking.
Head back to ubersuggestand re-enter your domain name if needed.
On the main screen, click on the organickeywords tab.
This will show you all the keywords your website is ranking for in thetraditional results, you can even export the results in Excel, save the data andrecheck a few weeks later so you can compare rankings and check if you havegained any positions.
If you are not ranking for any keywords betweenposition 1 and 10 it means you're not on the first page of Google for anykeywords, so there is a lot of work to do.
To make things simpler moving forwardI suggest you create a profile in ubersuggest for your website which willtrack your progress automatically so you don't have to keep downloading Excelspreadsheets and see in seconds if your doing well or not.
Unfortunately ubersuggest doesn't track rankings for Google my business listingsin Google Maps so it only gives you half of the picture.
To do this head over to asite called, localFalcon.
Local Falcon is a software that allows you totrack how well your Google my business listings ranks directly on Google Mapsfor a given keyword.
I love this tool as it is very visual and you can instantlyget a feel of how well or badly your business is doing.
Local Falcon is not afree tool however, you can create an account and run one free scan which willgive you a good idea of how powerful this can be for your business.
Let me runthrough an example with another dentist called Denton dental located inNashville USA.
Once you've created an account click on scan on the main menu.
Start typing your business name in the business field, it should come upautomatically.
Please note that if you have decided to hideyour business address in your Google my business listing, you won't be able torun the scan.
Add the keyword you want to target.
In this instance, we're gonna use”dentist Nashville”.
Choose the radius you want to target and then the distanceeither in miles or in kilometers.
Then, select the grid size.
Click on run search.
You will see dots showing where your business ranks and in what positionbased on your criterias.
Any position beyond three means your business is notfeatured in the map pack which really is where you want to be.
Clicking on thedots will give you access to more details and check which businessesrank above you and how far down you are on the list.
Local Falcon stores all your scans so you can easily compare them andunderstand if you are making any progress over time.
Time to move on to our last item, external links.
External links pointingto your site are one of the most important factors that will influenceyour online visibility.
In summary, the more quality links you have pointing toyour website, the more relevant it will appear to Google who will reward youwith higher rankings.
But how strong is your link profile?To check this, go back to ubersuggest.
com once more, and search for yourdomain.
On the main screen check what your domain score is.
This score iscalculated on the basis of external links pointing to your site.
The lower the score, the weaker the site.
Run the same scan for your competitor'ssite and look at their domain scores.
If your score is lower than theirs isbecause they have more valuable links pointing to their site than you do.
Thismeans there is a great chance you will be ranking lower than they are for thekeywords you are targeting.
The solution, try getting more web sites to link toyours.
If you don't know where to start you can spy on your competitors links byclicking on their domain score.
This will show all the links pointing to theirsite.
Just try to get the same links as they do.
That's it for today now it'syour turn.
Download the SEO audit checklist and run through each item oneby one.
I've made this very simple to use just put a cross inyes or no box and it will change color automatically.
Once completed you willsee how well or badly you're doing just by looking at the overall color schemeand which item you need to address based on priority.
Hope you liked the video, ifyou have any comments or questions post them below and until next time happymarketing.