One of the most common questions that I get asked from business owners and marketing managers is…What is a digital audit and why do I need one for my business?
One of the easiest ways that I can describe a digital audit to someone in layman’s terms is that it is equivalent to assessing your digital health.
For the same reasons you may go to the doctor for a routine checkup to screen for any deficiencies that may be harmful to your physical health, the audit takes vital signs of your companies digital health. It measures the digital presence and performance by looking at three key areas: website optimization, social media channel engagement, and online business directory listing information accuracy (name, address, phone, etc.). It specifically addresses the presence and performance issues below:
- Online presence: Is your site indexed properly on the three major search engines? Is your site multi-screen compatible? In other words, is the site responsive/adjust on any size device? What is your social media presence and which channels are you using? How is your presence on major search directories in Google Maps, Yahoo! Local, etc. where people go to search for products and services?
- Online performance: Does your site have content that informs and engages your target audience? Is your site optimized for search engines? What is the popularity of the business on social media, how may likes, followers, etc? What is the online reputation of the business, reviews? What are the key words used in the site to determine search ranking on major search engines?
Just like a doctor will interpret any test screenings from an MRI or a blood specimen to determine if you have a clean bill of health or not, the audit calculates an aggregate digital health score by addressing all the questions above. It will bring to light all the areas where you are hitting or missing the mark in your digital strategy.
Before making a decision to move forward with any digital marketing services and choosing a digital marketing agency, be sure to ask for a digital audit. In most cases, there should be no cost for a basic audit. This will give your business an honest and accurate assessment of your company’s digital health and lay the groundwork for a smart digital strategy.