SEO management is a broad term that encompasses several different aspects of digital marketing. These areas of specialization include search engine analytics, content creation, and back-end technical SEO. Although your SEO efforts will vary greatly depending on your specific goals, a few commonalities can be found across most SEO management plans, specifically in the utilization of SEO software tools.
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A site audit refers to the process of evaluating your website for areas of improvement regarding SEO. Certain factors may reduce your website’s visibility on the search engine results page (SERP) that you have not been made aware of. A site audit can help you identify these weaknesses. A site audit is often the first step in any SEO strategy because it will provide insights to help your SEO manager allocate SEO efforts to the right places.
Think of a site audit as a means of putting your finger on the pulse and checking your website’s vitals. For instance, you may have excellent page load speed and a seamless user experience. However, if this user experience is not backed by quality content, it may not be providing you with all its potential benefits. Once a site audit has recognized this issue, your SEO experts will know to focus your campaign on content optimization.
The Google Search Console
The Google Search Console is one of the most revolutionary SEO tools today. The best part about this innovative tool is that it is entirely free. Google provides this website management platform to anyone who needs it, including website administrators, owners, web developers, and SEO strategists. The primary goal of the GSC is to provide you with actionable insights regarding your site’s performance, search ranking, and security. Aside from identifying and providing potential solutions regarding technical issues, the Google Search Console can show you the specific reasoning behind your website’s ranking.
A few examples of search engine ranking determiners include which queries return your website as a result and what keywords can best suggest relevancy to Google’s site crawl bots. Along those same lines, website owners can submit sitemaps or crawl requests to Google through the GSC. These actions are essential to SEO because one of the most critical aspects of SEO is consistent content creation.
However, suppose Google’s site crawlers have not been updated on your website’s new content or changes. In that case, you may not see a difference in organic site traffic or search rankings. A crawl request or sitemap is an excellent way of letting Google know that it’s time for an update. SEO experts use the GSC to gain additional insight regarding all the factors that make up your online presence.
Keywords are terms that let search engines know how relevant your content is. For instance, suppose you have an Indian restaurant. A few keywords that may tip a search engine off that a query is related to your business include halal, paneer, and curry dishes. An SEO team will conduct keyword research before optimizing your content to ensure that your SEO efforts are headed in the right direction towards your target audience. This competitive strategy is one of the most integral parts of an SEO project and the reason that content quality is so important.
Search engine optimization can be tough to get a handle on without the help of SEO tools. In part, this difficulty is exacerbated by the need for consistent content creation when it comes to SEO management. Monitoring your site’s metrics takes plenty of resources and vigilance to reap the rewards of a great SEO campaign. Thankfully, SEO agencies like LinkGraph have access to various tools like backlink analyzers, schema creators, and keyword researchers.