Since both search engines and consumers have come to expect high performance from websites, unresolved site issues can have a significant impact on content performance and SEO.
The Detrimental Impact of Site Issues
As the web continues to evolve and expand, the risk of potential problems has expanded as well. Even minor issues, such as poor page speed, can have a drastic impact on site performance and create a damaging effect on the reputation of the company, lower search rankings, and decrease web traffic.
In addition to the detrimental effects of slow page speed, dysfunctional navigation systems increase the risk of losing page visitors. Additionally, a large percentage of people will leave a site if they consider the layout unattractive.
Auditing Your Site: The Three-Step Solution
Avoiding potentially devastating issues involves performing a thorough site and content audit and setting up a proactive system that prevents future problems. This allows brands to address errors and issues before the growth of the site is compromised.
To optimize your website and resolve errors, follow the three-step process outlined below.
Step 1: Identify Errors and Anomalies
The first stage entails running a complete site audit to pinpoint any page issues or anomalies that could be restricting the efficiency of your site. This audit should:
- Check site speed
- Locate page errors
- Search for incorrect page redirects
- Look for faulty links
- Ensure your site pages are fully crawlable
- Pay close attention to keyword phrases (ex: if your consumers often search “How Do I Make a Cake?”, then this exact phrase should be included on your site).
- Any other issues that may prevent a positive consumer experience
Step 2: Prioritize Issues Based on Severity
Certain issues will have more of a negative impact than others. For this reason, it is important to address critical issues first.
Your top priority should be fixing any errors that affect the navigation or visibility of your website. For instance, if Google has accidentally blocked a page, this issue requires immediate attention. Also work on any issues with error pages, broken links, or redirects.
Next, tackle any content issues such as meta descriptions and page titles. Assure that appropriate keyword phrases have been utilized and that none of the content is duplicated or thin.
Step 3: Fix the Errors
To complete the overhaul of your site, follow these final tips:
- Set up 301 redirects to guarantee that users will arrive at the page they intended to
- Check all robots.txt on your site
- If you have removed content, remove the associated link so consumers do not end up on an error page
- Check your page loading speed using the Google Developer tool and follow any recommendations
- Check pages for missing alt text, tags, or related makeup errors
Site problems possess the potential to damage website engagement and, ultimately, result in a loss of revenue. Given the competitive nature of today’s digital market, brands cannot afford to ignore the structure and integrity of their websites.
A thorough site audit completed at regular intervals, along with major site events, can help keep websites running smoothly and preserve a brand’s reputation and revenue.