Basic online presence audit
Audit requested: 6/19/15
Audit delivered: 6/22/15
Website: http://kplasticsurgery.com/, a retail-customer-oriented WordPress website with 400+ internal HTML elements and over 300 images.
The audit is here: http://goatcloud.com/basic-online-presence-audit-k-plastic-surgery/. We created this URL (web address) just for you. Search engines have been directed to not index this page (so it shouldn’t show up in search results) and it is otherwise shielded on this site from others seeing it. You need the URL to find it. You can certainly share this URL with anyone you like, but we won’t be sharing it unless you tell us to.
You’ll see that this is a very basic audit. Why? Simply put, we would need to charge for anything more than a basic audit. Further, we use this template for all of our basic audits. Does that mean that this audit is not personalized for you? No! A real live human (Cliff Rohde, our Chief Executive Goat) looked at your website and reviewed your online presence and thought about it. Our observations are below.
Before you read them, please know that no website is perfect. Every website, including GoatCloud’s, is always in need of some tweaking because the demands of being online change all the time. Know too that problems identified below can be fixed!
- The faster the site, the greater the reward from visitors and search engines alike.
- Audit: Average to above average, desktop and mobile (and better than most we review). Adding expires headers and leveraging a content delivery network (CDN) could help. About 6% of images are over 100kb.
- The world is turning increasingly to smaller devices for online activity. It’s imperative that a website look great and be completely functional on smaller devices (smartphones, tablets) and desktops alike.
- Audit: Site appears mobile friendly. Great!
- Today’s web is interconnected. Facilitating the sharing of your content can bring additional visitors to your website.
- Audit: Social sharing elements found on blog posts only, and only for Twitter, Facebook and LinkedIn. Add RSS feed.
- Basic social media accounts (Facebook, Twitter, Google+, LinkedIn) should be deployed, also those used by your customers or relevant to your industry. Getting the more likes, follows, etc. the better. Make sure to use your social assets if you have them, and to brand them consistently. Use them primarily to communicate, not overtly sell.
- Audit: Facebook, Twitter and Google+ found. Great! For professionals such as doctors, consider LinkedIn, too. Research of the social media services/accounts themselves not conducted.
- Sites should be structured well and have basic settings in place to permit search engines to know what is on the site and where.
- Audit: Page titles missing on many patient pages. Majority of page titles repeat company name, which is unnecessary. About 9-15% page titles too long. Meta descriptions substantially missing, including on substantive pages. XML and HTML sitemaps found (probably want to remove thank you pages from same). Good! Some basic search engine results are below, Google numbers to the left, Bing to the right. The lower the number the better. Numbers between 1-10 represent placement on the first page of search results:
- Contact information must be easy to find. A consistent NAP (name, address and phone) across the web and online business directories is imperative. Especially critical for local businesses seeking local customers.
- Audit: Local business citations inconsistent or incomplete or duplicated. Contact info nicely present on all pages. Good use of scripted local schema.
3d party links to site
- The more links back to your site from relevant, well-trafficked sites, and other sites, the better.
- Audit: 8 referring domains linking with 17 total links (source: Majestic). Many more desirable. Link spam rating low or 0 (Open Site Explorer). Good!
- Sites are for users, but search engines pay attention to what type of experience you’re delivering. Linking to pages that no longer exist is a bummer for visitors.
- Audit: None found.
- It is essential to measure traffic so that you know what is working on your site and what isn’t. Google Analytics (GA) is the (free) gold standard.
- Audit: GA code found, but may not be collecting demographic data. Consider too remarketing code for Adwords advertising. Using Google Tag Manager. Good! Other trackers also being used.
- Nothing helps to generate organic search traffic to your website like the regular creation of compelling, original content in your own words, images, videos or sounds.
- Audit: Fair amount of informative content, including regularly updated blog Good! Think about videos or audio/podcast. Virtual office tour is pretty cool.
- Sites should have obvious Calls to Action (CTAs), whether it’s to call, sign up for email newsletter, schedule a speaker, or a white paper, or what have you.
- Audit: Consultation CTA found on many pages. Newsletter sign up diminished (might want to emphasize that, as some potential clients might be “on the fence” and not be ready for a consult). Coolsculpting June 2015 offer was hard to find.
- Sites need to be secure, with updated software.
- Audit: RevSlider plugin may be out of date. Major issue: Both HTTP and HTTPS versions of the site appear to exist. HTTPS is not rendering appropriately, giving error messages (certificate mismatch), which can frighten visitors. Search engines may treat HTTPS and HTTP as different sites, reducing search engine love for each.
- In many respects, site looks fine and has good content. It is in better shape than the great majority of sites we are asked to review. Some work on the site and online presence is recommended. Basic SEO elements identified above should be resolved. Site recommended to be HTTP or HTTPS, not both. Include more social sharing. Ensure local SEO reviewed.
A couple of words on social media
Using social media (Facebook, Twitter, LinkedIn, Google+, Twitter, Pinterest, Instagram, and etc.) can be a very effective way to broadcast your message and engage in dialog with your target audience. Here are some basic tips:
- Always link back to your website on any social media outlet.
- Search engines favor websites that have connected and integrated social media accounts.
- Understand how the individual social media outlet works and how its users use it. For instance, you are limited to 140 characters of text on Twitter, but not on Facebook or Google+. Facebook tends to be “chattier” and permit more of a dialogue than does Twitter. Google+ has a reputation of appealing to more technology-oriented individuals. More women than men use Pinterest.
- Know what social media outlet(s) your target audience is more apt to use and establish a presence there.
- If you establish an account, you have to use it! Social media accounts that look empty and unused are shunned.
- Make sure that if you hire someone to manage your social media accounts that they know your voice. You do not want the wrong messages to be broadcast to your audience.
- Communicate. Be informational and entertaining; pitch goods and services infrequently.
- Remember that social media is about being social – permit, and respond to, communication back to you.
- Share your website content on social media outlets. “Repackage” it into the right format.
Some other words, on online advertising
Organic or unpaid search results are commonly misperceived as “free”. Yet a successful organic search campaign can take months of hard work, whether it’s your own or your vendor’s. Whether it’s time or money spent, or both, that doesn’t seem so free to us.
Online advertising, such as through Google’s or Bing’s ad systems, or via Facebook or Twitter (and other social media outlets) is a way to deliver traffic to your site immediately, though you also pay out of pocket immediately. But that does not mean it’s not cost effective.
We develop strategic, targeted, effective online ad campaigns. Learn about our pay-per-click (PPC) (also known as SEM or search engine marketing) ad services here. And did you know that Google permits qualifying non-profits to advertise on their network for free?
Here are some online tools to help you to review and improve your own online presence:
- Open Site Explorer: http://opensiteexplorer.org
- Hubspot Marketing Grader: http://marketing.grader.com
- MXToolbox: http://mxtoolbox.com
- GTMetrix: http://gtmetrix.com
- Moz Local: http://moz.com/local
We hope you found this no-obligation audit of value. If so, please give us a positive rating/review on Google+: http://plus.google.com/+Goatcloud.
It goes without saying that we work on all these issues. And more! You can learn more about what we can do for you to improve your online presence here.