Website analysis - how to do it?
Anyone who runs a business on the Internet should systematically increase traffic on the website and promote it effectively. These two most important goals, in turn, can only be achieved if the website analysis is carried out scrupulously. Regardless of whether it is a themed blog, online store or news portal, the page results should be checked each time, preferably in comparison with the competition. For this purpose, specially developed tools will be helpful, which should be used both at the stage of planning and implementing an SEO campaign.
Website analysis - basic information
When it comes to website analysis, the most important thing is to know the competition. The method is simple - you just need to match the characteristic and most important phrases for your own interest and check which of the competing pages are the highest placed in the search engine in terms of these keywords. For this purpose, it would be appropriate to use website analyzers, which will additionally check the competitors' websites in terms of other parameters, equally important in terms of SEO.
Such an analysis of websites in terms of search engine optimization takes into account, inter alia:
inbound and outbound links,
use of the site in popular browsers,
Conducting an analysis based on Google's guidelines and tips allows you to better understand the operation of search engines and how they obtain specific data. A person who wants to analyze a website should remember to use proven tools. In addition, it is best when the website analysis is done under the supervision of a professional who knows SEO issues.
It is true that you can find many free tools on the Internet, and the way of using them is intuitive, but when you want to be sure that the website has been well checked, it is worth focusing only on the most professional ones. An efficiently done audit will allow you to draw conclusions about how the website should present itself in order to rank higher in the search engine and thus be ahead of competitors in the industry. Speaking the professional language: it allows you to determine the optimal set of markers with the appropriate value.
What does web analysis include?
When analyzing the website, the following is primarily checked:
Correctness of the page code
This validation determines that the tags are written without errors and that the most important elements have not been omitted. A specific page should be analyzed for validation after each change of content on it. Only a website that validates will be displayed to Internet users and available to the most famous search engines.
Correct labeling of contact details
It should be important for online store owners to check that contact details such as e-mail or telephone number are properly tagged. It is not enough just to enter them.
Title and description tag
Another, equally important issue is to analyze the title tag containing the content of the page title, which is visible both at the very top of the browser and in Google search results. The title must contain phrases under which the page is positioned. The tag itself should not contain more than 60 characters, because that is what is displayed in the above-mentioned results. The implemented website analysis should also include the analysis of the meta description tag, i.e. the description of the page, which is also often visible in the search results. The description should be catchy and legible.
It's best to use keywords twice in it. The optimal length of the meta description is from 50 to 160 characters. In the past, the meta keywords tag was also checked, but currently it is omitted due to the fact that it is not readable by Google. Moreover, its placement on the site can only harm it.
In website analysis, however, it is still important to check the H1 tag, which represents the headings in positioning. As this is the largest headline on the page, its content must be concise and legible for the internet user. H1 should also contain keywords. The H2 tag is also checked, i.e. the subheadings. In this case, the same rule applies as for the H1 tag. In the positioning of the website, the strong tag is also very important, i.e. the one relating to the most important content on the website.
Each website analysis includes the PageRank of the page, based on the number and quality of pages linking to a specific site, and therefore the number of subpages present in the Google search engine, i.e. indexing.
The rule is simple: the more indexed subpages from a given website, the greater the number of users on it. Therefore, when analyzing a website, it turns out that it has fewer than 30 indexed subpages, you should draw appropriate conclusions from it and work - whether it is adding new content or accelerating the indexing of the existing ones.
Optimizing images for alt and title attributes
During the professional analysis of the website, the graphics on it will also be optimized. For this reason, the names of image files on the page should have keywords, especially in the title attribute and in the alt attribute. They are displayed immediately after moving the mouse over the picture.
Such an insightful "x-ray" of a website allows you to identify its weakest elements and find solutions that can improve the results. In short, it is about removing elements that have a negative impact on the position of the page. It will also be right to try to check other issues that are relevant at the moment. It is mainly about social media analysis, as well as checking the quality and correctness of the website code. When the rest of the information is added to this, it can be expected that the web analysis will be complete.
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Errors in web analytics
After some time, we can analyze a properly optimized website in terms of SEO and evaluate its effectiveness. However, do we know how to do it correctly? What mistakes do we most often make during web analytics?
- Tracking code incorrectly installed
This may be one of the main reasons for the failure of activities aimed at optimizing the conversion path as much as possible and thus increasing sales in the e-store - incorrectly installed tracking code. Google Analytics collects data about your users, their browsing history or displaying specific subpages. However, for this data to reflect reality, the tracking code must be correctly installed. It should be on every subpage in the Head section.
No conversion tracking or page goals
Setting goals in Analytics is the basis for checking the effectiveness of your portal or online store. No matter what kind of online business you have, you should always put page goals into Google Analytics and then monitor your conversion rate.
Seasonality not taken into account
When analyzing the website, it is important to take into account the aspect of seasonality, so it is worth comparing the current data with those from a year ago. Often, such a comparison will allow us to notice that, for example, the same holiday period last year was weaker in terms of the number of website visitors or registrations, so we can indicate this specific period as weaker for a given industry due to less active recipients in these months.
Incorrect conclusions drawn
Incorrect data interpretation is one of the most common mistakes in internet analysis. A high bounce rate doesn't always have to be a worry, as it doesn't really matter when it comes to landing pages. These types of websites have one goal - that the recipient quickly reads the general promotion slogan and clicks the conversion button (CTA button). If the user makes a purchase, downloads an e-book or goes to the main page of the website, it means that the goal has been achieved, and in this situation it is the most important indicator of the effectiveness of this particular page.
Website analysis - the most important questions
The website analysis discussed in this article allows you to answer the most important questions from a strictly marketing point of view: Does the website meet the expectations of the target groups? Is it useful and safe? Does it display correctly on all devices? Is it well optimized for positioning? Are there any methods of monitoring and analyzing the condition of the website and its functioning?
The results of such an analysis should be as detailed as possible so that you can implement changes that will maximally improve the operation of the website. This is the only way to improve its viewership results and stay ahead of the competition.
The analysis of websites should be carried out on the basis of multifunctional tools, thanks to which it is possible to monitor both the basic elements and the more detailed ones. Therefore, it is good to check which of the tools are the most valued. Among them there are certainly: Market Samurai, SEO Tools For Experts, Searchmetrics, SEMRUSH, Spywords, Semstorm, MajesticSEO, Ahrefs, Brand24, Google Alerts, Sentione or SimilarWeb. These tools, in addition to the standard analysis, allow you to thoroughly check how the competition is doing in terms of linking, keywords or other equally important issues from the point of view of browsers and users.Therefore, it is worth considering these tips so that you do not worry about the position of your website compared to others.