I have a website that has been neglected for a couple of years and has seen a decrease in traffic since Google's updates. I would like to give it some attention by conducting a thorough audit to identify areas for improvement and determine the direction to take based on data. However, I have forgotten some of the strategies I previously used and may not be aware of any recent improvements. The website has Google Search Console, Google Analytics, and is affiliated with Amazon Associates. I would appreciate any advice on how to approach auditing and improving the site.
A thorough audit for a website neglected for a few years requires a multi-pronged approach.
Start by analyzing Google Search Console data. This will show you which pages are performing well and which are struggling. Look for any drop in impressions or clicks, particularly after Google’s updates. This will identify areas needing immediate attention.
Next, delve into Google Analytics to understand your audience. Check if the demographics, interests, and behavior of your visitors have changed over time. This can help tailor your content strategy and improve engagement.
Website speed and performance are crucial for SEO and user experience. Use tools like PageSpeed Insights to assess loading times and identify bottlenecks. Optimizing images, minimizing HTTP requests, and using a Content Delivery Network (CDN) can significantly improve performance.
Technical SEO is vital for older websites. Ensure proper sitemaps, robots.txt, structured data implementation, and mobile-friendliness. Broken links, outdated content, and duplicate pages should be addressed. Tools like Screaming Frog can help identify and resolve these issues.
Content audit is another essential step. Review your existing content for relevance, freshness, and quality. Outdated information needs to be updated, and low-performing content may need to be refreshed or removed.
Backlink analysis is critical to understand your site’s authority and identify any toxic links. Tools like Ahrefs and SEMrush can help with this process. Disavowing bad backlinks can improve your search ranking.
Amazon Associates program requires specific attention. Ensure your affiliate links are working correctly and that you are following Amazon’s guidelines. Optimizing product pages and descriptions for specific keywords can increase conversion rates.
Finally, consider user experience (UX). Is the website intuitive and easy to navigate? Are calls to action clear and engaging? Improving UX can significantly boost conversion rates and user satisfaction.
Remember, auditing is an ongoing process. Regularly checking your website’s performance and making necessary adjustments will ensure its success in the long run.