At SMX West, one of the recurring themes I heard during sessions, and in conversations, was the idea of search engine optimization (SEO) audits. I've been recommending and using SEO audits for years as an effective tool for getting buy-in, fresh perspectives, filling in the gaps of in-house knowledge and confirming that your strategy is on the right track.
The SEO Site Audit article in search engine land is something that may help you build the case to your manager for getting a site audit, identifying many reasons why a search engine optimization site audit makes sense for any company.
What I didn't include in the article is an in-house reality: Many in-house SEOs have limitations in their knowledge because they have only been working one, or a limited number of, site(s). You can avoid being called out by recognizing this reality and engaging someone to bring a fresh perspective to the table. Even I had to face this reality, and it's how I sold the need for working with external consultants.
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