3 Steps to Check Your Website SEO Health

Have you ever wondered how your website is doing in the Search Engine Optimization (SEO) game?

Well, you have already taken the first step. That's right, a good deal of companies don't worry about or check their search engine performance. One of the easy places to look is right in your analytics package.  Since Google Analytics is commonly found in smaller companies, I will use their analytics package as an example.  You could look at a couple of different reports to see if you are doing well.

Step 1 - Check your analytics for the last 12 months and then compare that to the previous 12 months.  You can find this report under Acquistion > All Traffic > Channels. Are you numbers up or down?  With all of the algorithm changes in Google, you want to make sure any SEO benefits you had been getting, you are still getting.   Are your numbers down?  It's time to go to step 3.

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Step 2 - If you have seen an increase in search traffic, it might be good to see how you are doing compared to other companies in your industry. It might be one thing to have better numbers, but what if the rest of the industry is seeing 10 times more traffic than you are.  In the Google Analytics reports, look under Audience > Benchmark > Channels.  

In the top right of the report, you can set your industry.  The default industry is the one that you set in your Admin panel when configuring Google Analytics.  What Google will provide you with is an assessment of where you are compared to other similar sites.  

As you can see in the chart below, the Organic Search for this website is WAY under the industry average. Anything in read over 9% is a flag to take some action and make improvements to up your SEO traffic.

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Step 3 - SEMrush provides free search audits to provide feedback on the health of your website.  I offer this service on the bottom of my homepage for Free as well. 

This audit will give you insight into common issues such as duplicate content, language declaration tagging, meta information and broken links that can impact your search ratings. The example shows a result of 86%, which isn't bad. However, just remember that your competitor might have a score of 92%, so they have an advantage when their website gets indexed.

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Although this review is only a glimpse at the results of about 25 pages of your website, it is a good indicator if you need to dig deeper into technical issues impacting your SEO.

Crossing the Street

Thoughts on Changing Perspective

It is very easy to get into a rut.  To always think the same way about a problem.  As someone who works with a wide variety of companies, I often get the question, "What do you know about our industry?"

My value to clients is knowing online marketing and to take the time to find out what YOU know about your industry. Let's just start by saying that I have worked in dozens of industries at this point in my career and have a strong background in areas that seem down right unrelated. It has suited me well, because I always like to be learning and exploring.

Always working with different companies on different products and services, it forces me to change perspective. I've always been proud of that, but today I had a strange thought  . . am I stuck in a rut in my own industry?

There are certain ways I do things. Working for myself, I don't have as much interaction with other marketers as I used to have when I worked for an agency on in the offices as a contractor. I listen to a lot of podcasts and attend conferences to stay fresh. It is hard to take the time, but it makes a difference. I also occasionally get to work with other agencies and get a window into new ways to think about marketing.

If I didn't do these things, it would be like walking to the office (which I have been doing for years) or driving if that is what you do, the same exact way every day and every time.  Sometimes, when you cross the street and just walk on the other side of the block, you notice a whole new world or details that you missed every single day.

What am I saying here? Perspective ... it is easy to change, but you have to think about needing it. You have to think about crossing the street.  You can't worry that taking a different road that might be longer or get you lost. You don't know until you try to travel that path.

Feeling like you are in a rut  . . . cross the street!