SEMpathfinder
 

DIY Online Presence Audit

The first step to growing the online presence of your business is to understand the current state of your brand’s presence online. Once you know where you are starting from, you can put together a plan to improve your brand presence and achieve your marketing goals. 

Of course, you can hire a professional to do this for you. However if you prefer to do it yourself, then it’s important to know what to look for. Start by asking yourself some basic questions:

  • Where are potential customers finding your business online?

  • What is the message they are reading about your brand?

  • What are your customers saying about your business?

  • How easy is it for them to get in touch with you?

 
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Website Review

 

Your website is the most important part of you brand’s online presence. It’s the online real estate you own and you have 100% control over it. 

When it comes to improving your online presence, your website is the first place to start.

Homepage

  • Does your homepage make it clear what product/service your business offers? 

  • Is there descriptive copy

Product/Service Landing Pages

  • Does the landing page explain the problem/pain your product/service helps to solve?

  • Is there a clear call to action?

SEO Factors

  • Is your website optimized for search engines? 

  • Are you properly utilizing title tags, meta descriptions, H1 tags, and alt text? 

  • Have you carefully chosen which keywords to use throughout your website?

Content

  • What is the message you are telling potential customers about your business? 

  • Do you have content that answers their most common questions and alleviates their fears?


Search Engine Analysis

 

While it’s important for you to start with your website, your customers start by searching for your brand in a search engine. Before you get the opportunity to convince a potential customer to purchase your product or service, you need to make sure they can find your business at the moment they are looking for it.

That’s why your second priority should be to improve your brand’s online presence in search engines.

Brand Name Search

  • Does your website come up as the top result when you search for your brand name?

  • What else shows up on the first page of search results?

Product/Service Search

  • Does your business show up on the first page of results when you search for your product or service?

Google My Business/Bing My Places

  • Have you claimed your business listings on Google and Bing? 

  • Is the information provided accurate? 

  • Have you optimized the listing with a clear description and several photos?

Pay Per Click

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Online Reputation Report

 

These days consumers spend time researching their options online before making a purchase decision. Which is why it is crucial for your business to have a positive reputation online.

Without a positive reputation, your potential customers won’t be sure if they can trust your product/service. 

Directories and Citations

  • Have you claimed your business on the top review websites? 

  • Is the information accurate and uniform across the citations?

Online Reviews

  • Are you aware of what your customers are saying about your business? 

  • Are you responding to the reviews customers are writing? 

  • Are you encouraging your customers to leave you a review?

Earned Media?

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Social Media Profiles

 

Social media has rapidly grown to dominate internet users time over the past decade. Over time social media has evolved from a way to stay connected with friends and family to a way to stay connected with the rest of the world.

If your business isn’t effectively using social media, then chances are you are missing an opportunity to connect with potential customers.

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Competitor Comparison

 

Beyond understanding your brand’s online presence, it is also important to keep tabs on your competition’s online presence. The more you learn about what your competition is doing, the more prepared you will be to out perform them online.

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