See the wood for the trees by conducting a digital marketing audit

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

2. Footprint Digital | Essex University | Digital Marketing Audit
Everything Connects
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
“Learn how to see.
Realise that everything
connects to everything el
se”
Leonardo Da Vinci

3. Footprint Digital | Essex University | Digital Marketing Audit
Digital Marketing Audit
Improve your digital marketing performance
with a full diagnostic digital marketing audit
Benchmark current performance
Assess online market opportunities
Prioritise areas for improvement.
20%
20%
30%
20%
10%
£750
“The audit
meeting was
a breath of fresh
air to be honest.”
Parv Sagoo,
SimplyMeds Online

4. Footprint Digital | Essex University | Digital Marketing Audit
Digital Marketing Audit Process
Business Questions Provide Access Conduct Audit Deliver in person
1 2 3 4

5. Footprint Digital | [Essex University | Digital Marketing Audit
Tracking Audit
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?

6. Google Analytics Audit
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 volumes using bounce rate &
bounces against the site averages to find the pages that most let 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.
Footprint Digital | Essex University | Digital Marketing Audit

7. Footprint Digital | Essex University | Digital Marketing Audit
Initial Keyword Research and
Benchmark Ranking report
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
RankingTools.
“The audit
meeting was
a breath of fresh
air to be honest.”
Parv Sagoo,
SimplyMeds Online
“So much information
and all very
constructive. We've
already started
making changes on
our site.”
Dom Hampton,
Attend2it

8. SEOTechnical Audit
In which we assess the SEO strengths and weaknesses of
your website.We look at over 200 factors!
Google Search Console
Screaming Frog
Footprint Digital Site Assessor
RankingTools.
Footprint Digital | Essex University | Digital Marketing Audit

9. Footprint Digital | Essex University | Digital Marketing Audit
PPC Feasibility Audit 20%
20%
30%
20%
10% PPCAudit
KEYWORDANALYSIS
KEYWORD MATCHTYPES
SEARCHTERMANALYSIS
NEGATIVE KEYWORDS
QUALITY SCORE
LANDING PAGE RELEVANCY
AD EXTENSIONS
SITELINK EXTENSIONS
CALLOUT EXTENSIONS
STRUCTUREDSNIPPET EXTENSIONS
CALL EXTENSIONS
CONVERSION &TRACKING
BUDGETALLOCATION
CAMPAIGN SETTINGS
BID STRATEGY
DELIVERY METHOD
AD SCHEDULING
AD ROTATION
GEOGRAPHICTARGETING
DEVICETARGETING
AUDIENCE & DEMOGRAPHICTARGETING
NETWORKTARGETING

10. 20%
10%
40%
40%
40%
• UK businesses that want
to target the UK market
• UK businesses that want to
target international markets
• International businesses that
want to target the UK market
GeographicalTargeting

11. Footprint Digital | Essex University | Digital Marketing Audit
Competitor Analysis
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 and Associations