How to audit your online presence

Ensuring your online posts are reaching the correct demographic is crucial. Your firm’s online content should be engaging and reaching prospective customers, helping to drive business revenue. But how can we audit how well our posts engage with our target audience? This blog post takes a look at how to audit your online presence.

Using online analytical tools

A raft of digital tools exist that businesses can utilise to analyse how well content is doing online. One such tool is Semrush, which firms can use to grow organic traffic and run technical audits.

Social media management platform Hootsuite permits users to grow your posts’ reach on social media platforms such as X (formerly Twitter), LinkedIn, Instagram and Facebook. This tool allows firms to schedule and publish content to all your social channels and track posts’ effectiveness in real-time.

Similarweb can be used to analyse the traffic to your website. It can also be utilised in the researching of top-performing keywords and traffic sources.

Other tools such as Google Trends can aid you in discovering which terms and topics are trending, allowing you to tailor your content to reach a wider audience.

Meanwhile, Moz provides standard search engine optimisation (SEO) tools to help drive traffic to your website and track its performance via keywords and search engine rankings. 

Ensure your website is optimised for SEO

You may also wish to consider your SEO statistics in regard to your website. The higher your ranking on search engine result pages the more likely potential clients are to visit your website. Optimising your website for SEO purposes involves making use of keywords and terms in order to draw in prospective customers.

SEO can be categorised into two distinct groups: organic SEO and local SEO. Organic SEO aims to improve overall website visibility, whilst local SEO enhances visibility in more localised search engine results.

Organic SEO involves keyword research, building links, creating content and optimising page load times. These are crucial to boosting your website’s reachability and visibility amongst your target audience.

Local SEO helps businesses with a physical office or serve a particular geographic location. Optimising keywords for local clients helps your business rank higher in search engine results. Local SEO also involves encouraging customer reviews and managing local citations to generate positive feedback within your local area.

Understand your audience’s requirements

By understanding the needs of your audience, you can tailor your content to their requirements and make it engaging and informative. Consider carrying out a SWOT analysis, or Strengths, Weaknesses, Opportunities and Threats analysis.

SWOT analyses are commonly conducted to consider how close a firm is to achieving its goals and success benchmarks. This type of analysis allows small businesses to understand how their firm operates and can also help to improve specific marketing campaigns.