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  • Writer's pictureWendy Monkley

What is a digital audit and why is it important?

You may need to do a digital audit again, or for the first time if your business has never done one. A digital audit can be extremely beneficial for your brand, whether you’re looking to increase traffic, have a more user-friendly e-commerce site, or have a more cohesive and consistent brand voice.

What is a digital audit and why is it important?

A digital audit is performed to assess a business’s active media channels. Digital audits specifically assess the SEO of the website, the content, social media channels, the website as a whole, digital branding, and pay-per-click content. It also functions to assess how effective these active media channels are in the current campaigns being run by the business. Having digital audits done is important for all businesses with an online and/or social media presence. With a digital audit, businesses will be able to plan and execute successful media plans and gain insight into the historical performance of their active media channels to know what works and what to improve in the future. It also gives businesses insight into their competitors and shows them where the possible gaps are in their marketing.

The process of digital audits

There are eight different types of digital audits, which are:

1. Customer Experience Journey

A customer experience journey is all the human and digital points that customers follow when completing specific tasks on a specific media channel. A digital audit will assess this and determine if there are unnecessary obstacles. This type of audit is beneficial because it allows the business to gain an overview of customer engagement.

2.Social Media Assessment

A social media assessment functions to assess the business’s social media strategy/strategies as well as its performance. Businesses that are unhappy with the performance of their social media strategies or have low engagement would benefit from this digital audit.

3. Storytelling Audit

A storytelling audit assesses the voice of the business and the story they project across its active media channels. To be successful, the voice and story should be consistent and be competitive. This is quite beneficial if the business has different individuals managing different parts of the business’ active media channels. After this audit, the business would have better consistency and project a better, longer-lasting impression.

4. Baymard Assessment

A Baymard assessment is a proprietary tool that functions to assess a website’s performance regarding on-site search, filtering, product descriptions, loading speed, and readability layout. This audit functions to gain insight into UX improvements that can be made and how a business’ e-commerce site compares to competitors.

5. Heuristic Assessment

A Heuristic assessment assesses a website by comparing guidelines and design principles across search, performance, visual design, form behaviour, and more. This audit gives businesses an overview of their web solution and what can be improved.

6. SEO Assessment

An SEO assessment evaluates how a website ranks on an organic search across major search engines. This audit assesses HTML structure, site crawlability, and keywords. It will provide structural and content strategies which will function to rank the website higher during searches. If a business has low traffic or poor ranking in searches, it would need an SEO assessment.

7. SEM Assessment

An SEM assessment assesses a website’s search engine marketing strategy. By examining keyword campaigns and competitor usage of paid digital marketing efforts, this audit will provide keyword analysis and a comparison between competitors. If a business’ website is not ranking highly in searches, this audit will provide suggestions on keywords that the website should use to gain higher search rankings and traffic.

8. Builtwith

Builtwith is another proprietary tool that assesses the architectural components of a website. Basically, this audit determines what websites are built. Additionally, it also determines e-commerce data and user behaviour analytics. If a business’ website has been built by an outsourced business, this audit will be useful to gain a higher understanding.

How DC Lab can help you conduct your digital audit

DC Lab’s digital marketing audit process offers businesses a ‘snapshot’ of their current digital marketing health and compares them with industry competitors. The main purpose of the audit is to identify the relative strengths and weaknesses of the business’s current digital marketing activities and highlight opportunities for improvement. After this, DC Lab will develop a digital strategy based on these findings.

The Bottom Line

No matter what type of business you have, your business needs to undergo a digital audit to be current and keep up with your competitors. Contact DC Lab today to start the process and improve your online presence today.

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