Your online presence is so important, so it’s crucial that you are constantly working to improve your SEO rankings. But how do you this? One way is to perform an SEO audit. This might sound like a daunting task, but it doesn’t have to be.
In fact, if you have 15 extra minutes then you can perform an audit. By performing a quick audit, allows you to optimize in real-time so that you can get the most out of your site and uncover any issues that may cause greater problems in the long run. When you do this, this allows you to uncover more long-term projects so that you can drive more site traffic and boost lead generation. This includes:
- Pages that need fresh content
- Tweaks that can improve user experience
- Broken links that can be easily updated to point in the right direction
Today, we’ve got 5 things to check for to make sure your website is up to speed.
5 Questions to Ask When Performing an Audit
1. Are Your Page Titles Optimized?
Title tags are the second most important on-page ranking factor as they are the main text that describes your online content in a SERP. There is a correct formula for their homepage title and that is Primary Keyword – Secondary Keyword: Company Name. The reason that advisors optimize their title tags is to boost organic keyword rankings while enticing searchers in the SERP to click on your listing.
Using strong keywords in your title tag is crucial as you want Google to rank you higher plus when you include keywords that your niche would be searching for, this greatly narrows the search and allows for you to stand out against other financial advisors in the field.
Optimal Length of a Page Title
Ideally, you should keep your titles short and to the point, as Google starts to cut off titles after 50-60 characters, so ensure you get your point across without being too “wordy.”
2. Is Your Website Mobile-friendly?
Mobile phones are becoming the main way that many advisors interact with their clients, so it only makes sense that your website can load well on a mobile device. According to a study done by the Pew Research Center, 85% of affluent Americans own a smartphone. Of those, 89% use their phones for internet access, 88% for email, and 75% for social networking.
As you can see from the above statistics, it is more important than ever to make sure that your website is mobile-friendly. When someone opens your site on the go, if the website doesn’t size correctly or is hard to read or scroll, then more than likely, you will lose that prospective client to a competitor. Not sure if your website is mobile-friendly? You can easily check this mobile-friendly test to see if your website passes the test. You simply type your website’s URL into the bar and it will quickly tell if your site passes the test.
3. Is Your Website Fast Enough?
You know how busy you are and how much work it takes to be a financial advisor, and the same goes for your prospects. They want answers and they want them now, so when you are trying to ease the stress of your clients and prospects, this starts with providing them with a service that is easy to find and with a quick response time.
If you click on the website expecting answers, and the webpage does not load, then right away, you have the potential of losing a lead. In fact, 39 percent of people will stop engaging with a website if the images won’t load or they take too long to do so. How can you find out if your website is loading fast enough? You can start with running Google’s Speed Test where you can type in your firms’ web page URL to ensure that your website is up to speed.
4. Have You Claimed And Optimized Your Google My Business Listing?
For a local search strategy, your Google My Business (GMB) listing is your company’s most visible asset. By using this platform, you can choose what Google customers see when they search for your business, while also better understanding what readers and prospects are doing and where they search for your website.
As you can see in the above image from Twenty Over Ten client, C.L. Sheldon & Company, they have claimed their Google My Business listing where it shows:
- Company Name
- Phone Number
- Google Map
- Hours of Operation
Make sure your NAP Data (Name, Address, Phone Number) is in the footer of every page of your website. When it comes to saving time, it is better if you can add it once and have the footer automatically applied to each page as you add them. That same NAP data should match on your third-party pages. This includes:
- Chamber of Commerce
- Google My Business
- Other Local Listings
Another thing to keep in mind is that if you spell SUITE, don’t shorten it to Ste. somewhere else. It needs to be kept consistent throughout your entire website.
As you can see above, Twenty Over Ten client, Woodstone Financial, LLC has included their name, address, phone number and email address on the footer of every page of their website.
5. Have You Submitted Your Sitemap To Google?
Google Search Console makes this easy, and it is important to do so to ensure google can index all your pages so they appear in search results. Sitemaps are an important tool to help get your site discovered by search engines. And adding a sitemap to Google’s Search Console can improve indexing for your site.
You can do this following the 6 simple steps below.
- Sign in to Google Search Console.
- In the sidebar, select your website.
- Click on ‘Sitemaps’. This menu is under the ‘Index’ section. …
- Remove outdated or invalid sitemaps (if any) like sitemap.xml.
- Enter ‘sitemap_index. …
- Click Submit
Submitting your sitemap to Google definitely helps your strategy, as Google updates its algorithms sometimes in order to obtain the most relevant searches for your keywords. Once Google has made an update, it is a good idea to re-submit your sitemap to Google. However, we may not always know when Google does update their algorithms so you should also consider re-submitting your sitemap if you add, remove, or change large amounts of content on your site.
Wrapping It Up
That wasn’t so bad, was it? Taking just 15 minutes to audit your website can make a world of difference in terms of your SEO strategy. It might not seem like that much but it can really help your site in the long run. While it does depend on what works for your company, doing this quarterly should be enough to make a difference. If you don’t know where to start, we hope this guide helps!
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About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.