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Virtual highway. SEO traffic audit on the website

5 minutes of reading
Virtual highway. SEO traffic audit on the website
Category SEO

If you want to grow your traffic, it’s important to take an honest look at where your website stands right now. A traffic audit can reveal inefficiencies, security flaws, opportunities to attract new visitors, and more—all crucial information that will help you determine what changes you need to make to your website and your business model in order to be successful long-term. Even if you think your website is doing just fine, conducting an audit can give you the fresh perspective you need on your strategy and its success rate.


What is traffic in the SEO world?

Traffic is the number of visitors coming to your website from search engines. The higher the traffic, the better ranking you’ll have in SERPS, and if we are talking about e-commerce: the more potential customers you’ll have.

Why is it important?

It can help you understand where your visitors are coming from, what they’re looking for, and how well your site is performing in search results. Additionally, analyzing your traffic can give you insights into which marketing channels are most effective at driving visitors to your site. After all, different channels work better for different businesses. You might find that social media has been very successful for your business, while Google AdWords has not delivered any significant return on investment.

Visibility of the website in the SERP

The visibility of your website in the search engine results pages is important for driving traffic to your site. There are a number of factors that can influence your visibility, including the quality and quantity of your content, your website’s design and user experience, and your off-site strategy. By conducting a traffic audit, you can get an idea of how visible your site is in the SERP and what you can do to improve it.

How to conduct an audit of website traffic?

Before you can even begin to improve your website traffic, you need to know where it’s coming from and how it’s performing. That’s where a traffic audit comes in. By conducting this analysis you can get a better understanding of what’s working and what isn’t.

There are a few key things you need to look at when conducting an audit of your website traffic. Before you begin, you need to obtain the data so that you can answer a series of questions.First, you need to identify your goals. What are you trying to achieve with your website? Once you have your goals in mind, you need to take a look at your traffic data.

  • How much traffic are you getting?
  • Where is it coming from?
  • What pages on your site are getting the most traffic?
  • What keywords are they searching for?
  • Do you use social media marketing and advertising effectively?
  • Is your site mobile-friendly?
  • Is your site secure?

All of these questions should be addressed during a thorough audit. Finally, what about competitors or comparative sites in your industry? Which sites receive more traffic than yours does? Which ones perform better on social media networks like Facebook and Twitter? These all need to be analyzed before making any decisions about how to proceed with an online presence.

Free tools: Google Analytics and Google Search Console

We’ll start with Google Analytics. In terms of the data sought, this is the only source of reliable information. The analysis and audit carried out with the use of other tools will be estimates, which does not mean that they are not worth looking at.

The first step in conducting a traffic audit is to gather data. Google Analytics is a great resource for this, as it provides:

  • real-time reports (you will learn more about traffic at a specific point in time),
  • customer reports (you will learn more about the gender and age of the audience, the demographic structure and the devices they use),
  • acquisition reports (you will learn more about where your users come from),
  • behavior reports (you will find out how much time the recipients spend on it, what search engines they use or what subpages they use),
  • conversion reports (you will find out how many conversions are generated by traffic, what is the bounce rate).

Once you have all of this data, you can start to analyze it to see where your traffic is coming from and what kind of traffic is most valuable to your website.

Google Search Console is another free tool from Google that lets you see how often your site appears in search results, and which keywords people are using to find it. You can also use this tool to see how your website’s traffic has changed over time. To get started, simply sign up for a free account and add your website. Once the data starts rolling in, Google will show you some key performance indicators such as impressions and clicks, while allowing you to dig deeper into data specific to your domain like the number of pages crawled or indexable pages.

Paid tools: Senuto, Semstorm, Ahrefs

Tools like Senuto, Semstorm, and Ahrefs are helpful for conducting a thorough traffic audit on your website and highlighting areas of opportunity. These tools will provide insights into the quality and quantity of traffic from search results, as well as other data that can help you figure out what changes need to be made. For example, these tools will show you which keywords are driving the most traffic (so you know what words people are searching for) or how many backlinks your site has (so you know where people find your site).

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What's next?

To sum it all up, conducting an audit is an important part of understanding your website’s traffic. By taking the time to do this analysis, you can make informed decisions about how to improve your website’s. Additionally, this process can be repeated on a regular basis to ensure that your website’s traffic is always improving.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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