Overhauling Your SEO (Part 1 of 2): Uncovering the Issues

SEO written on a Post-It note with a magnifying glass and crumpled up Post-It notes surrounding it on top of a wooden table

Just because your website looks professional from a design standpoint doesn’t mean it’s effective at drawing traffic behind the scenes. Organic traffic and conversions are some of the biggest indicators of a successful website, but it’s difficult to draw visitors if your pages aren’t being ranked on search engines. If you find your website isn’t getting the hits you know it deserves, perhaps uncovering the issues with your SEO and content that may be affecting your searchability is necessary. And with businesses slowed down due to COVID-19, now’s never been a better time.

How to Determine if You Need an SEO Overhaul

Before overhauling your search engine optimization (SEO), it’s important to recognize where the problem is to begin with. The best place to begin the hunt is via Google Analytics or a content management system (CMS) dashboard to track website traffic. The benefits of these applications include:

  • Track the Engagement: You can view which of your website content is receiving the most views and shares. This is useful if you want to enhance the material on your popular pages or blogs.
  • Set Conversion Goals: You’ll be able to track how well your website it meeting its objectives. You can configure goals such as email subscriptions, form submissions, and scheduled appointments.
  • Analyze Bounce Rate: A bounce is when a visitor leaves the site after only viewing one page. This is determined by the strength of content in your blogs.

There are several more benefits to CMS dashboards, but concerning SEO, these characteristics are especially useful. Once you sign your website up for an analytics tool, it’s best to wait at least a week before you evaluate the data.

Which Issues Indicate a Problem with Your SEO?

Any number of factors can weigh into outdated SEO – from a website redesign to updated SEO formulas – but the following are telltale signs of poor SEO:

  • Poor Search Engine Ranking: Your website can’t generate organic traffic if it can’t be found in the search results, whether your website has never ranked or faced a severe drop in rankings.
  • High Traffic But No Leads: SEO isn’t only about drawing traffic; it’s about drawing the right You want your traffic evolving into sales leads and form submissions – also known as conversions. Having short, rudimentary keywords can be a cause of this.
  • Paid Ads Aren’t Leading to Conversions: You may be investing resources in Facebook and Google Ads, but if those clicks aren’t meeting your conversion goals set up in Google Analytics – such as form submissions – you’re won’t achieve a return on investment.
  • No Traffic at All: No traffic means your efforts to draw consumers to your site are failing, and you require a new SEO strategy.

Once you’ve identified where you’re lacking, you can begin updating the components that make up SEO and even redesign your website if needed.

Uncovering the issues with your SEO and content can take some time, but if your business is experiencing a slowdown due to the COVID-19 pandemic, now would be an opportune time to revitalize your SEO. In next week’s blog, we will discuss what you can do to correct these issues. If you still need help locating the problems, we here at Vision Advertising have you covered with our two decades of search engine marketing experience. Contact us today for a consultation and discover where to look and how to improve your website’s SEO.

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About the author : Alex Geyer

Alex wears many hats, and not just because he’s bald. A writer by his background, Alex writes “social media content” for Vision – anything from social media statuses to blogs to whitepapers and beyond. In addition, he builds and maintains all search engine advertising for Vision’s clients, along with social media advertising for others. In his free time, he starts and stops writing novels, compiles tabletop roleplaying system conversions, and cooks a mean Chicken and Dumplings avec Peas. A videogame enthusiast, he is also developing his first video game with the startup game studio, Pretty Weird. He is terrible with plants*.

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