Digital Marketing Audit

We conduct an analysis of a current situation for our client with regards to digital marketing

We Help You to Understand Your Business Better

Goals: 

  • To understand where the client is with their digital marketing strategy and initiatives
  • To understand how current SWOT could be used to devise a growth plan

Types: 

  • Full marketing audit
  • Service based (Analytics, SEO, PPC, Email or UX)

Scope of Full Marketing Audit

Market analysis (SWOT, PEST, 5 Forces)

Company USP and product benefits

Marketing activity analysis

Competitor analysis (traffic, engagement, channels, keywords)

Goal analysis

Analytics setup analysis

Website performance analysis

SEO audit (accessibility, relevancy and authority)

PPC audit (Google Ads, Facebook Ads)

Email audit

UX audit

      Analytics Checklist

      Tracking – Check installed marketing tags and tools 

      Website performance – Where is traffic coming from, what are the trends, user demographics, goals setup, check new vs returning traffic, find most popular pages, find most frequent landing pages, investigate performance by channel, UTMs usage, page load speed. 

       

      Competitor Analysis

      Tools: SimilarWeb, Spyfu. 

      Compare traffic against competition. Compare your engagement against competition. Compare traffic channels against competition. Compare social traffic and direct traffic. Map the keywords (Spyfu). Compare keywords vs competition over time. 

       

      SEO audit (accessibility, relevancy and authority) 

       

      Tools: BuzzSumo, Google Search Console, Page Inspector Tool, Ahrefs, Google’s Data Markup Helper (optional) 

       

      Check for site errors in search console. Check for URL errors. Check sitemap. Check internal links. Check external links. Check HTML errors. Check pages architecture. Check alt text in images. 

       

      Look at search analytics. Optimise your website for search engines. 

       

      Optimise blog content against the following: Primary target keyword is in the URL. Primary keyword is in the title of the page or blog post, ideally at the beginning of the title. Also include your primary keyword in at least one subheader. Primary target keyword is in the page/post’s meta description. 

       

      Primary target keyword is included in the first 100 words of your post or page. 

       

      Primary keyword is included in the file name, alt text, and description of your images. Your title has an <H1> headline tag, and subheaders use <H2>headline tags. Insert at least 2-3 long-tail keywords and LSI keywords naturally into your post or page. Social sharing buttons to promote engagement. 

       

      Long-form content with 1,600+ words. Your page speed and load time are optimized for a better user experience. Your page is secure with an HTTPS certificate. Your page has at least 2-3 internal links to relevant content. 

       

      The content of your page answers one or more questions, and is relevant and high quality. Add schema markup to your pages’ HTML code to help search engines understand the data on those pages. 

       

      Domain page authority (open moz – https://moz.com/researchtools/ose). Look at link quality. Check anchor text (Ahrefs). Check branded keywords. Check how brand is displayed in searches. Analyse social sharing activity (yours and competitors via Buzzsumo). Compare engagement by content type. Compare engagement by content length. 

       

      Some tactics for building links: 

       

      The first step toward getting people to link to your site? Create content they want to consume. That’s really the driving force behind high-quality backlinks. Develop engaging, valuable content and then promote, promote, promote. 

       

      We recommend identifying the keywords people are searching, and then building blog posts and longer-form pieces around those. You can also analyze competitor content that ranks well to discern what resonates with your market. Use Google Trends to discover topics people are actively searching. 

       

      Creating timely content is key to boosting your exposure (which increase chances of backlinks), so look for news hooks around which you can write a blog post or pitch a guest article to an industry publication. This positions your company as an authority and creates incentives for followers and influencers to link to your site. 

       

      Landing interviews for articles, TV segments, and podcasts is great for credibility-boosting, too. Build relationships with journalists and bloggers who often interview experts for timely insights in their coverage areas. 

       

      Look for opportunities to link to old content that becomes relevant again through a particular industry event or milestone. Even better, update popular content and do a more in-depth piece to garner a fresh wave of interest. 

       

      Internal link-building is a good way to build authority as well, so make sure your old blog posts link to new ones (and vice versa). Be sure to check your backlink profile: Is it up-to-date? If you find a broken link, reach out to whomever shared it and ask him to update it with the current URL. 

       

      An easy way to score a content win is to peek at your competitors’ broken links. Build your own posts and videos around those topics to deliver unique value in your market. 

       

      Industry reports and studies always generate links, so publishing comprehensive guides or lists will attract serious shares. You can also ask if a site is interested in linking to your resources. As long as what you’re offering is relevant to their audience, it never hurts to inquire. 

      PPC Audit 

       

      Tools: Google Ads, Spyfu. 

       

      Google Ads: 

       

      Is the Google Ads tracking code implemented properly on your site? Use a Chrome extension called Google Tag Assistant to check that. 

       

      Make sure you don’t have any duplicate keywords in your ad groups so that you don’t compete with yourself. 

       

      Did you add negative keywords that might bring traffic not relevant to your business? 

       

      Are similar keywords grouped together? 

       

      Do your ads target only locations where your business operates? 

       

      Is your landing page messaging congruent with keywords and ad copy? 

       

      Is the landing page path descriptive so that people know what to expect after clicking your ad? 

       

      Did you place keywords in ad copy (especially headline)? Do your ads have a clear call to action? 

       

      Did you double check your ad copy for spelling mistakes? 

       

      Are you using ad extensions? They are proven to increase CTRs so it’s a no-brainer to add them to your ads. 

       

      How many ad variations are you testing per ad group? You should aim for at least three. 

       

      Is your budget adjusted according to ad performance? Are conversions tracked properly? 

       

      Are your campaigns set to run in search only or Google Display Network too? Search + GDN is the default option when creating Google Ads campaigns. 

       

      Are you targeting all devices? If you’re promoting an app it might be worth either reducing bids on desktops and tablets or excluding them altogether. 

       

      Did you link Google Ads and GA accounts? 

       

      Are there any campaigns that perform well but are limited by budget? Are there any campaigns underperforming that should have their budget cut? 

       

      Are there any remarketing campaigns implemented? 

       

      Are you using a consistent naming convention for your campaigns? 

       

      Facebook Ads: 

       

      How many ads are there in your ad sets? Test several different ads to know what type of imagery and messaging resonates best with a given audience and then scale the most effective ones. 

       

      Isn’t their frequency too high? This will cause banner blindness and your prices to go up. What’s the maximum frequency? It really depends but you should keep an eye on your campaigns’ performance as they approach 5. If the CPC starts to increase too rapidly, then it’s a sign for a creative refresh. 

       

      Are all ads UTM-tagged? In order to track your campaigns in GA, you have to tag all your URLs. If you’ve never done this before, you can use Google’s URL builder. 

       

      Do your ads have engagement? Engagement (reactions, comments, shares), if positive, works as social proof, which is a strong factor deciding if people will want to buy from you or use your services. 

       

      Are you moderating negative and spam comments? They make a bad impression about your ad and decrease your credibility. 

       

      Are you interacting with users commenting on your ads? This shows others that you actually care about your customers and their opinions. 

       

      Email (CRM) audit 

      It is usually very custom-built

       

      UX audit 

      Please get back to us with your query

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