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fishbat is an online marketing firm that uses SEO, pay-per-click ads and website design to help companies stay competitive in the digital marketplace.
According to Scott Darrohn, chief operating officer (COO) at fishbat, “Companies in every industry could increase their revenues with a high SERP placement for target keywords. But search engines regularly update their algorithms, and websites that don’t adapt can easily lose their page-rank to competitors.”
Part of maintaining a profitable presence on search engines is to know when to perform an SEO audit. This is an assessment of a company’s SEO efforts, which include publishing Web content, link building, social media campaigns and more.
Sometimes, an audit is simply a maintenance task to identify potential improvements. Other times, a company must perform an audit due to an unexpected drop in traffic or page-rank.
Darrohn offered three signs that a website is due for an SEO audit:
1. Sudden Drop in Traffic
There are several reasons why a website’s traffic might drop suddenly. Google may have difficulty indexing your site, or a page may have been penalized for duplicate content or black-hat SEO.
If you notice a sudden drop in website traffic, then your first step should be compiling a landing page report using Google Analytics or similar software. This report will provide information about search impressions and website visits. If there is a noticeable slowing in traffic but no difference in your search visibility, then it is unlikely that the problem relates to SEO.
However, if you notice fewer landing page impressions, then you should dig a little deeper. Align your traffic drops with the last date that Google crawled your site. Then, you will need to pinpoint any website changes you made since that date, and find out which change affected your SEO.
2. Not Ranking for Branded or Long-Tail Keywords
If your website is not showing up on SERPs for keywords or phrases that are unique to your company, then there may be a technical issue. These are often difficult to identify and resolve, so companies should not hesitate to contact an SEO specialist for assistance.
3. Site Has Low Engagement
There are several reasons why website visitors may “engage” with pages less than before. One indicator of this is an increased bounce rate, which is the percent of visitors who leave a site from the entrance page.
A high bounce rate is often the result of usability or navigation issues. In particular, user engagement may drop if a site is not mobile responsive. Other causes may be slow load speeds or automatic video playing.
Identifying and resolving SEO issues can be difficult, but a fast response may be the difference between maximizing traffic and losing thousands of potential customers to competitors. In addition to performing SEO audits, your company should have an on-call SEO expert who can address technical issues as they arise.
fishbat is a full-service online marketing firm and social media agency dedicated to connecting all types of businesses with their target audiences in the most effective and efficient way. Through innovative strategies in social media management, search engine optimization (SEO), branding, web design, reputation management and public relations, fishbat promotes a consistent and professional online voice for all of its clients.