In business, there are many factors that can determine whether or not you grow, develop, learn and expand, these could be physical factors such as the quality and quantity of staff in your workforce or the development of products. They could also be digital factors such as the way in which you market your company online.
In an ever changing social climate the businesses that seem to be reaching their targets and expanding quicker are those who have embraced the internet and social networks.
Setting up a company website is a vital tool, it offers not only the ability to communicate to your clients, but to sell and promote to them whilst also attracting new business. It is therefore vital that your website is fully functional and ranks as high as possible on the search engines, so that you can be found easily by users.
The best possible way for you to get the most from your website and to make sure that it is both performing and working at full capacity is through link auditing.
What is link auditing?
Link auditing is the process of going through either the links that you have placed on your website or the backlinks (incoming links from other domains) that feature on the site and making sure that they follow a strict set of guidelines.
According to a study by the digital research provider StatCounter, Google’s current share of the current UK search engine market is 89.55%, which means that keeping on the right side of them and their ethical linking rules will stand you in good stead.
Back in April 2012, Google released their Penguin algorithm which uncovered and devalued those websites with an unethical backlink profile, the idea is to make their search engine more accurate and less ‘spammy’ offering a best user experience and rewarding those sites who have played by the rules and performed within the guidelines.
In order to detect the quality of a backlink Google will release their search engine robots (known as spiders) on to you page. These spiders will look at the links and check for several things including whether or not the links look natural. They will also look at the authority of the linking site, the relevance of the link’s anchor text and the subject matter appearing on the linking page. Failure to comply to the rules set out by Google could lead to a Google penalty.
A Google penalty in its simplest form is a restriction placed on a website as a result of negative and unethical backlinking, in most cases the penalty will restrict the prominence of a website in SERPs (Search Engine Results Page) until the problem has been resolved and the backlinks are cleaned or removed. In the most serious cases a site can find itself being removed from SERPs altogether.
The importance of auditing
The above factors touch on the various problems that you could encounter should you not use ethical links on your website, so what are the positives?
Well, there are many reasons to perform a site audit and the results that they produce can be huge both in terms of revenue and traffic, here are the most important reasons for performing an audit:
1. Improving existing links
2. Optimising images
3. Engaging with new audiences
4. Avoiding penalties
5. Repairing broken links
Once an audit has been completed then you should have a clear idea of where you website sits within SERPs, you will also have a clear understanding of what you need to do in order to boost performance. In truth the audit will form the first step on the ladder to recovery, and ultimately boost SERPs positioning and growth.
For further information about the process of link auditing and removal why not visit the award winning digital agency, Click Consult. Their dedicated staff will be pleased to assist you.