There is not much argument given by business owners [although at times there may be resistance in terms of making investments] against whether or not a company needs to have an internet presence through which to market its products and service; from a strategic perspective we propose that a company’s internet presence is centred around a company website. With that said; with most of the internet traffic and visitors being directed to the company website; the success of any ongoing digital marketing campaigns and marketing activities [blogging, video marketing, tweeting, article writing, podcasting, linking etc, etc] will depend on the efficiency of the website – to determine this, a comprehensive audit and analysis is required.
With a lot of emphasis being often given to the aesthetics of the company website, colours, images and other related specifics – often what is happening in terms of the coding of the website or matters which affect the actions of the search engine robots when they visits the website are often overlooked.
Having a comprehensive website audit and analysis carried out on one’s company website and acting on some of the details given in the report will enable the company to see how it is performing against the competition; will give an indication of how the website is ranking for given keywords. The assumption is made by us that company owners are aware that their key internet presence [in the form of the company website] will be configured to rank for certain keywords i.e. keywords that users type into the search engines in relation to a given market sector. E.G keywords such as ‘dog training London’ or maybe ‘wedding dress suppliers’ to ‘car repair Edinburgh’.
Taking the above a step further – it is individual pages of a website that are ranked and not the complete website, therefore specific activities are to take place to drive visitors and traffic to individual website pages that have been written and based on a specific business topic or service offering.
The above is stated to highlight the reader to some of what can be uncovered after a complete website audit and analysis has been carried out; no matter how ‘pretty the website happens to be it is how ‘attractive the company website is in terms of the search engines and how users are able to navigate the website that will [as stated above] determine just how successful the company’s products and services are marketing via the main company interface to the marketplace via its website.
Stephen C Campbell is a Bristol UK based Business Development Consultant with extensive international consulting and marketing execution experience. He heads up Capid Houser which is a Full Service Digital Marketing Agency that provides website reviews and seo audits for companies in different market sectors. The analysis acts a foundation to the development and execution of digital marketing campaigns that are a part of the company’s service offerings.
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