Why A Great Site Audit Is Great For Business

Guest post from Annie Cushing of Annielytics.com


annie cushing
Annie Cushing

When is being audited a good thing?

When it sheds light on the aligned goals of multiple stake holders across departments and leads to increased leads, conversions, and closes.

That’s why a thorough, professional site audit should be at the top of the list for any organization that wants to enhance visibility, improve effectiveness, and increase revenues. Because a site audit — a real, top down, under-the-hood site audit with recommendations, priorities, and action steps written in language the C-Suite can understand and department heads can implement — is priceless.

A real site audit isn’t just going to highlight critical (if mundane) issues like links, keywords, and page titles; it’s going to find opportunities in PPC, multimedia, social media, and branding.

Market Motive’s seo course covers site audit and other major search engine optimization techniques.

And consequently, it’s going to empower IT, Marketing, and Management to define some common goals and come together for strategic and tactical harmony.

Sounds like a slow jam coming on, right?

Well if all that actionable feedback is the jam, the SEO Audit is the choreography that gets you from A to B. Effectively reviewing a site, and presenting the findings in a way everyone can benefit from, is a delicate dance that takes a little practice to perfect.


If you’re the SEO who’s doing the audit, your report can’t just be a data puke. You need to present data in a way that helps the organization implement your recommendations. And you’ll be known as the SEO who delivers valuable, actionable data that makes a business impact.

If you’re the one who’s contracted the audit, you need to know a valuable audit from a suboptimal audit. Knowing what kind of information a great audit should provide, knowing the right questions to ask, and having enough of a vocabulary to decipher and implement the report in a meaningful way, is what makes the audit actionable for you. (And you’ll be known as the manager who demands and gets bottom line value out of an audit initiative.)

So if you wanna know what to ask for (or what to present) to create a great, actionable site audit:


I’ve spent the past few years (and hundred of audits) developing my personal checklist of data points, a framework that guides my audit process. I’ve shared this checklist at numerous conferences, and I’ve posted it as a shared Google Doc for you to take and use, free. Find it here: audit-checklist

It gives you guidance, tools and recommendations on auditing for issues of:

  • Architecture

  • Links
  • On Page SEO
  • Content
  • Keywords
  • Analytics
  • Ecommerce
  • Internationalization
  • Semantic Markup
  • PPC
  • Video
  • Business Strategy
  • Social Media
  • Design
  • Branding


If you like that freebie, you’ll love this one.

word docLater this month, I’ll be on a free SEO webinar workshop hosted by Todd Malicoat and Market Motive. We’re going to be talking all things audit, including the hows and wherefores of presenting information with the all-important actionable next steps that make audits so valuable.

And if you’re there on the call, I’ll be sharing a Word template that takes many of the instructions from my audit checklist and embeds them in a fully formatted Word Template, with an interactive table of contents.

This document also provides detailed instructions that you will be able to use as a guide. Many of these annotations include screenshots and step-by-step instructions for how to get the data you’ll need to evaluate.

I really want to show you how to organize, conduct, and report on, a thorough, valuable site audit. And I want to share this powerful new documentation.

But you have to attend to get it!

Please join us… Todd and I are planning on having some great fun, and sending you away with skills and tools you can put to work immediately.

Learn more about search engine optimization techniques here.

About Annie Cushing

My name is Annie Cushing, and I love everything to do with making data sexy. Let’s face it: Every business has limited resources and wants to apply those resources as wisely as possible. But we’re also busy and have a bajillion to do items nipping at our heels on a daily basis.

I’ve played just about every role one can play when it comes to creating and promoting content online. I’ve written it, edited it, marketed it, optimized it, acquired links for it, emailed about it, pimped it on social media, you name it.

I will give you practical strategies to help you put your data in stilettos and make it work the pole. I’ll show you how to use tools like the ubiquitous Google Analytics, as well as various tools that help you analyze social media success and even competitive intelligence. (That’s when you’ll have to buckle your seat belt and return your tray to its upright position. :-)

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