Highly Effective SEO Part 2: How Sick Is Your Website?

This is the second part of a multi-part series that explains the major factors of a successful SEO (search engine optimization) strategy. In this article, we will explain why your website’s overall health is important when starting an SEO campaign.


Highly Effective SEO Part 1: Is SEO Worth It?

Does Your Website Have a Cold Or the Flu?

Laying down the foundation for a successful SEO campaign requires your website to be in tip-top shape for search engines to read and evaluate its content. Fixing readability issues is known as Technical SEO. It absolutely makes no sense to start an SEO campaign unless the problems with the website are addressed and fixed.

Why is this important? Two reasons:

  1. Search engines have a finite amount of time to look at any website. If the website is difficult to read from a search engine standpoint after the time is up it will move on to the next website.
  2. Search engines score how easy it is for them to read the website and this has a factor when ranking your website from others.
  3. Search engines want to know what your website is all about. If the content is not clear and structured then the search engine will have problems indexing your website versus other websites for relevancy.

The Website Audit

The website audit will show all of the technical issues that need to be fixed to improve your website’s health. A comprehensive audit will also look into your website’s hosting server to identify changes that might need to be completed. Excellent SEO website audits will cover over 150 technical and SEO issues:

Some of the issues might include:

  • Missing or corrupt sitemap file(s)
  • Broken or missing navigation links
  • Missing or incorrect important descriptive information
  • Incorrect content structure
  • Improper installation of website security certificate(s) or other hosting issues interfering with search engines

Website Performance Tune-up

Another important factor in technical SEO is website performance or speed. Mentioned earlier search engines have a limited amount of time to read your website.

If a page on your website is slow to load this cuts down the number of pages and opportunities a search engine has to read and will affect your search engine rankings.

Why? Search engines are now factoring user experience. If a page takes too long to load most likely the viewer will hit the back button and leave the website never to return. An SEO website performance audit will point out any areas of improvement that are needed to get your website’s speed up and running.

Dot the I’s and Cross the T’s.

When search engines crawl your website’s content they look for a certain structure that helps them read content easier. Search engines not only read the content in hand they also index the content to the relevance of other pieces of content on the site and other sites. Much like an outline in an essay, your website’s content structure is an important part of search engines to read to your content effectively. The proper content structure also gives points when ranking your site over poorly structured sites. A comprehensive technical SEO audit will point out what changes are needed on content structure.

Moving Forward

Performing a comprehensive technical SEO audit and fixing the issues that result is in itself can be a considerable amount of work to get your website is in top shape for an SEO campaign. During this phase of the SEO campaign, many SEO agencies have to deploy additional resources to fix website issues while keeping the main SEO campaign on track.

While your website is getting a health check and a performance tune-up another aspect of the SEO campaign is underway: The Keyword Research. In the next article, we will explain the importance of keyword research and how it is used in a comprehensive content strategy.


Paul Archambault
Paul Archambault
Success Media Services develops visionary, creative and highly detailed digital platforms. There is a unique design DNA that we strive to find and define for every individual and unique client. We develop sites that look like a million dollars that are surprisingly affordable. Your platform will not look like thousands of other template-based sites. In other words, we capture all that is you. Prior to launching Success Media Services, I had the great fortune of having two vastly different careers that contribute to who I am and what I bring to clients. As a successful tech professional who brought innovation to Fortune 500 as well as mid-size companies. I had the opportunity to work with many talented individuals from across the country on a wide range of platforms and challenges. Prior to launching Success Media Services, I became an airline pilot and pursued a passion that pushed me to deal with ever-changing environments and to develop a resourcefulness that mirrored having people’s well-being and safety directly tied to my performance. These are the ethics that we offer to every client. You have an authentic business partner who works with works with full transparency in meeting your ambitions and giving you a digital strategy that is right-sized, useful, exciting, and above all, surprisingly effective. My success is based on one of today’s most needed skills. I am an active learner who devours information about innovation, practical solutions, creative design, as well as business and cultural trends. To convey our message in the simplest terms, you get a full business partner who will work with your ambitions, budget and will give you a digital strategy that is useful, exciting and above all, effective. Our commitment to not only exceed your expectations throughout our work together, we will do that in our first meeting. Our services include Website Design and Development; E-commerce Development; Video & Audio Production; Search Engine Optimization and Social Media Campaigns. A few representative client sites; 90consulting, Potential Selves, and Inspired Work Services.

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