Why an SEO Audit is Important to Your B2B Company - VantagePoint

Why an SEO Audit is Important to Your B2B Company

Why an SEO audit is important to your B2B company

Your website is your business’ single most important marketing tool. Like a physical storefront, it gives potential customers access to information about your goods and services. Unlike a physical storefront, it allows them to continue their buyers’ journey from wherever they want, whenever they want.

Why an SEO audit is important is that it gives you the tools to reach more of your target audience and find out if there are missed opportunities to attract new customers who are actively searching for solutions to their challenges. Educational offerings, for instance, can help establish your business’ authority and, once produced, continue to drive traffic to your brand for years to come.

But in order to do that, your potential customers have to be able to find you. That means that your business needs to rank well on search engine results pages (SERPs) for the keyphrases that your target audiences are using to find products like yours.

One of the best ways to find out if your website is performing up to your expectations is with a B2B SEO audit.

What is a B2B Search Engine Optimization (SEO) audit?

A B2B SEO audit reviews your website for various factors that have a direct affect on how well your website ranks in the search engines. The goal is to produce an actionable report of what is working well and what needs to be improved.

Why you need an SEO audit

There is no shortage of information in our modern world. The most successful companies understand how to organize and analyze that information to define the data that directly affects their businesses. Experts performing B2B SEO audits find and analyze the data you need to see how your website is performing. A B2B SEO audit will:

  1. Find technical and usability issues.
  2. Identify SEO opportunities.
  3. Create a baseline for later comparison.
  4. Track keyword ranking.
  5. Analyze link quality.
  6. Scope out your competition
    a. Keywords
    b. Backlinks
    c. Strategy
    d. Effectiveness

What’s included in a B2B SEO audit

A B2B SEO audit is important because it evaluates several key areas: technical SEO, on-page SEO, and off-page SEO, as well as evaluating how your competition is performing. Let’s take a closer look at each of these.

Technical SEO

Having technical issues with your website can not only lower your ranking in the search engines, but it can also drive away traffic that is already on your website if visitors can’t connect with what they’re looking for. For example, because the majority of users conduct their searches on mobile devices, your ranking will be negatively affected if your content is only optimized for desktop. Why an SEO audit is important is that it identifies these problem areas, allowing you to make changes that provide a big impact on your visitors’ experience and a quick and easy SEO boost.

Some of the technical areas that affect SERP ranking are:

Technology and security

  • Secure Socket Layer (SSL) protection
  • Server performance

Crawling and indexing

  • XML sitemap
  • Broken links
  • Missing alt text for images
  • Duplicate content
  • Incorrect information in robots.txt files that can block search engines

Usability

  • Site speed
  • Accessibility
  • Mobile responsiveness

On-page SEO

Google, the top search engine, focuses on presenting searchers with the pages that offer them the most relevant information in response to their inquiries. To find the most relevant pages, their bots crawl web pages cataloging the information on each page. A B2B SEO audit analyzes your on-page SEO to see what areas are working well and where there are opportunities for improvement.

On-page SEO factors include:

  • HTML
    • Unique and appropriate title tags
    • Unique and appropriate meta descriptions
    • Use and frequency of H1-H6 headers
    • Alt text for images
    • Internal links
  • Keywords and keyphrases
    • Usage and frequency
    • Targeting of appropriate terms

Off-page SEO

Because Google is focused on giving users the most relevant content, it doesn’t just rely on the information that is on your pages to determine ranking. It also looks at links coming in from outside sources that reference your content. That’s because having a large number of links pointing to a given page shows that the internet community finds the content on the page to be useful. And there’s nothing Google rewards more than useful content.

Factors affecting your off-page SEO include:

  • High-quality backlinks
  • Promotional activity on other websites
  • Social media

Competitor analysis

Do you know what your competitors are doing? Do you know how well they’re doing it and what kind of response they’re getting from their target audience? If not, this is definitely an area that should be of high interest to you.

Competitors who do little or no SEO optimization leave the field wide open, allowing you to quickly rise in search results with even modest efforts. Competitors with more SEO success have already done the groundwork for you, allowing you to benefit from their actions and evaluate which of their strategies are producing the best results. You can use this information to save time and expense by using the keyphrases and strategies that serve them best while finding new strategies that are still untried.

Analyzing your competitors’ SEO can give you insights into such factors as:

  • Keyword ranking
  • Content strategy
  • Backlink profile

Why regular SEO audits are important

Your website SEO is like a living thing — it changes over time. Google algorithms change. Information needs updating. Your products and business evolves. It’s not enough to perform one B2B SEO audit. You need to audit it regularly so your website can change with the times and evolve as your business evolves. Regular audits also help you gauge if your efforts are working and help give you insights into new opportunities to connect with your target audience.

VantagePoint knows B2B SEO

If all of this sounds a bit daunting, don’t worry. You don’t have to go it alone. At VantagePoint Marketing, we’ve been helping clients meet their marketing goals for 30 years. We offer everything you need from conducting B2B SEO audits to creating and implementing SEO strategies to boost your profit and exceed your expectations.

Contact us today and put our VantagePoint perspective to work for you.