by Sarah Martisek, Bayshore Solutions Digital Marketing Team


Search Engine Optimization is a term you most likely hear daily. How it integrates with your business, how it integrates with your social media and the importance of mobile. Every time Google thinks about changing an algorithm, your internal team is “All hands on deck.” One consistency of SEO is that it is always changing, consistently shifting its practices every six weeks on average. The one thing that hasn’t changed is the importance of SEO.

SEO can seem overwhelming and intangible so where does one begin? An internal SEO review can be a great start. By reviewing your SEO, you can identify vulnerability and recognize areas for improvement to start deploying a strategy. Regular reviews will help you know when your website needs SEO attention.

We often hear that SEO already was applied, but SEO is not a “set it and forget it” approach that will succeed. Dive into your Google Analytics account and start to analyze where your website traffic derives from:

  • If your organic traffic is 60% or above then your strategy is working well. Your approach should not differ much, but again, you should analyze this again (monthly) to ensure your analytics is still healthy. Consider a competitor audit and take a look at what tactics and strategies are applied, how they rank and how you can advance your rank from the keyword even more.
  • If your organic traffic is between 20% and 60% you can spare to be a little daring in with what you try in your optimization plan.
  • If your traffic is 10% or less from organic search, you need SEO improvement.  You should put in place an audit to develop a strategy  and tactics for increasing search traffic to your business website.

In general an SEO analysis will give insight to things such as:

  • How certain keywords are performing and where do you stand in comparison to your competition?
  • What keywords are people using to search for your website?
  • Where your website needs optimization. Was there a slow load time? Are there broken links? Are you mobile friendly?
  • Can you leverage this information to create future white papers, blog posts, contests or more?

When we post the second part of this series, we will look into the components you should be analyzing in an SEO review and how to properly direct one.

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