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How an SEO Audit Can Improve Your Website’s Ranking

October 2018

You’ve tried everything you can think of, but you still can’t seem to give your site the high Google ranking you need. From experimenting with keywords to spending more time on content marketing, there are a lot of things you can try to boost page rank. Unfortunately, some of the tactics that might give your site the boost it needs—and some of the factors that might be holding your site back from a higher ranking—are probably the things you aren’t thinking of.

Related: Why Quality Matters in Law Firm SEO

Therein lies the value of an SEO audit. Hiring a professional take a top-to-bottom look at your website can help you identify the things that might be keeping your site stuck on the second page of a Google search. At the least, a detailed SEO audit will give you a list of new strategies you can try to increase your rank. You have nothing to lose and everything to gain by hiring someone to perform an SEO audit of your website.

The Multifaceted Nature of SEO
One mistake many law firms and other businesses make is assuming SEO is all about keywords. They think if they hire a content professional to write high-quality, keyword-optimized content, their rankings will immediately start to improve. Sometimes, an SEO-focused content writer is enough to change the fortunes of your website. However, SEO is a multifaceted marketing component—and many of the variables involved in the equation have nothing to do with content, writing, or keywords.

Your website could be lagging with search engines because it loads just a little too slowly, or because you haven’t done enough to make it truly mobile-friendly; Google penalizes websites for slow load times and poor mobile responsiveness. Perhaps a website you used to link to frequently in your content no longer exists—meaning you have broken links scattered throughout your website; Google dislikes broken links because they tarnish the user experience of your website. Maybe you never got an SSL certificate for your website; Google gives a ranking bump to sites that have made an effort to become more secure.

Those are just a few examples of things that could be hurting your website in the SEO department right now. Sometimes, these factors will be obvious to you: you should know if you’ve never obtained an SSL certificate, or if you’ve dragged your feet in building a real mobile version of your site. Sometimes, though, it’s easy to overlook the culprits that are hurting your site’s SEO. For example, if you use your site all the time, you might get used to the way it loads and not notice if it’s a bit slower than other sites. As for broken links, those can go overlooked for months—or even years.

Solve the Problem with an SEO Audit
An SEO audit can flag both the obvious and not-so-obvious factors that are costing your website credibility with Google and other search engine algorithms. At Inherent, we frequently work with businesses—with a special focus on law firms—to identify areas for website improvement that might deliver SEO ranking boosts. To learn more about these audits or to engage our services to audit your website now, get in touch today.