Presentation on how to audit your website, delivered by Footprint Digital for New Anglia Growth Hub

1. See the wood AND the trees.
The Digital Marketing Audit

2. Slide 2
• Don’t pay attention to your diet,
or exercise, or mental health, or
your teeth or your physical
wellbeing then the system does
not run optimally.
• MOT of your health
• Look at the whole
Slide 2
Learn how to see. Realize that everything
connects to everything else”
– Leonardo Da Vinci
Everything connects

3. • Tracking Audit - which checks how well set up your tracking is
• Google Analytics Audit - which reviews the historical performance of your site
• Initial Keyword Research and benchmark ranking - in which we research what keywords
would generate the most amount of business and benchmark where your site is currently
positioned in search
• SEO Technical Audit - In which we assess the SEO strengths and weaknesses of your website
• PPC Account Audit/ Feasibility Audit - in which we review an existing Google Ads account or
assess the likelihood of success across paid advertisting platforms
• Competitor Analysis - in which we compare your site to 5 competitors
Slide 3

4. • Is Google Analytics set up?
• Is Google Search Console set up?
• Is eCommerce tracking set up?
Is Phone call tracking set up?
Have you set up filters for bots, spam, multiple views?
• Is your live chat tracking set up?
• Are mailto goals configured?
• Is email tracking set up?
Is video tracking set up?
• Are all of your goals being tracked?
• Have you integrated with 3rd party data sources?
• Are downloads being tracked?
• Are Social Media interactions being tracked?
• Is event tracking set up for outbound clicks?
Tracking Audit
Slide 4

5. • Where is your traffic coming from? Organic,
Direct, Referral, Paid, Social, Email, Campaign
• Do you need a better website? Look at Bounce
Rate, Pages Per Session, Session Duration.
• Are people engaged in my site? Look at the
sessions duration report.
• Which pages are letting my site down? Pivot
landing page bounces against the site averages
to find pages letting you down.
• Is your mobile experience engaging? Compare
mobile bounce rate, pages per session, session
duration and page load time with desktop
performance.
• Should I translate my site into other languages?
Use the language report to see visitor figures in
different languages.
• Should I be doing more to keep people interested
in our website? Use the count of sessions report
to see how often people come back.
Google Analytics Audit
Slide 5

6. • In which we research what
keywords would generate
the most amount of business.
• In which we show how a site is
currently ranking in search
engines.
• Google Keyword Planner
• Ranking Tools
Initial keyword research and benchmark ranking
Slide 6

7. Over 200 factors analysed!
SEO technical audit
Slide 7
• Manual Penalty
• Website Exposure
• Accessibility & Indexation
• Site Architecture
• Website Integrity
• Mobile Optimisation
• Navigation & Internal Linking
• Titles & Meta Descriptions
• Code & Mark-Up
• Content Availability
• Content Opportunity
• Content Duplication
• Site Speed
• InternationalTargeting
• Social Media & Engagement
• Link Integrity
• Website Security

8. • CONVERSION &TRACKING
• BUDGETALLOCATION
• CAMPAIGN SETTINGS
• BID STRATEGY
• DELIVERY METHOD
• AD SCHEDULING
• AD ROTATION
• GEOGRAPHICTARGETING
• DEVICETARGETING
• AUDIENCE & DEMOGRAPHICTARGETING
• NETWORKTARGETING
• ACCOUNT STRUCTURE
• ADGROUPANALYSIS
• ADCOPY ANALYSIS
• KEYWORD ANALYSIS
• KEYWORD MATCHTYPES
• SEARCHTERM ANALYSIS
• NEGATIVE KEYWORDS
• QUALITY SCORE
• LANDING PAGE RELEVANCY
• AD EXTENSIONS
• SITELINK EXTENSIONS
• CALLOUT EXTENSIONS
• STRUCTURED SNIPPET EXTENSIONS
• CALL EXTENSIONS
• LOCATION EXTENSIONS
• REMARKETING
• ACCOUNT HISTORY
PPC account / PPC feasibility audit
Slide 8

9. • Homepage comparison
• Product/ Service Page
Comparison
• Contact Us form Comparison
• Brand Straplines
• Unique Selling Points
• Homepage Introductory
Paragraph
• The volume of calls to action used
• Testimonials
• Awards, Qualifications,
Accreditations andAssociations
Competitor analysis
Slide 9