Daniel Martin May 20, 2021 Website Assessment: The Definitive Guide For your website to be effective, you have to evaluate your website from time to time. Website assessment may be a tedious process, but it can make your website perform to its full capacity. Digital marketers are always finding new ways to outrank their competitors. But if you and your competitor are using the same techniques for SEO, then your website is no better than theirs. Thus, competitor analysis is integral when doing a full website assessment. This is when website assessment takes a crucial role. This guide will help you optimize your website further through assessment. So sit back and grab some pen and paper. We’ll discuss everything you need to know about website assessment. What is Website Assessment? Every website needs maintenance every once in a while. There may be usability issues that are undetected unless you make a complete website assessment. These issues can affect your website’s performance and authority. Website assessment is the method of testing your website to see if there are underlying issues. It’s a measure of how well your site performs and its weaknesses. However, you don’t need to evaluate your website every day. You can assess your website monthly or even quarterly, provided that your site is performing well. What Do I Gain From Website Assessment? As a website owner, there’s a lot of benefits from evaluating your website. You’ll be able to see your website from the viewer’s perspective and see what’s working and what’s not. You will also see if your site is swarmed with ads and pop-ups. Your blog will also improve if you examine your website. Is your blog fully optimized? Is your content beneficial for your readers? If not, you can fill these content gaps and improve your site’s authority. And, of course, the best benefit you can get from evaluating your website is increased conversion. What Do I Evaluate From My Website? When doing a web assessment, you can’t just assess everything on your website. It will take too much of your time and effort. Only assess what you need to assess on a website. Here’s a list of the things that you need to evaluate: SEO The first thing that you need to check when doing an assessment is your SEO. Check if your website is ranking well and examine where you lack. This includes all the technical aspects of SEO. Evaluate the on-page and off-page SEO of your website and audit the technical issues that you encounter. This could affect your website’s performance on search engines. To evaluate other types of SEO, you can read more about it here. User Engagement User engagement can be a measure of how valuable your website is for your visitors. If your visitors find your website useful, they’re more engaged in your content. This could lead to a more profitable outcome for your website. You can assess user engagement through user behavior analytics. If you know how they (visitors) behave once they land on your website, you’ll have a holistic idea of what they’re looking for. Branding Aside from your company’s branding, you can also measure the strength of your branding through your referring domains. You can check for unlinked brand mentions and gain new referring domains. This will strengthen your website’s authority. Look and Feel Your website’s appearance plays a big role to keep your visitors engaged on your website. To make a professional website, you should make it look and feel professional. Take a long look at your site and see which elements do not fit the mix. Feel free to remove or edit elements that are unnecessary for your website. Remember that a clean and simple design is a professional design. Website Security You should take a moment to check your website security again. This will prevent any exploitation of your website. If your website gets hacked, search engines and visitors will lose trust in your website. Enhance your website security to make sure that no important website data will leak. This will protect your website from random cyberattacks. Accessibility to Search Engines For your website to be indexed by search engines, you have to optimize your sitemap for site crawlers as well. If site crawlers were able to navigate between pages with ease, your website will be favored by search engines. If your site is navigable by search engines, it’s a good indicator that your website’s navigation is easy and accessible to your visitors. Factors to Consider When Evaluating Your Website 1. Technical SEO Parameters The first thing that you need to examine in your website is your technical SEO parameters. If your visitors have to wait for a few seconds each time they load a page, they will leave your site without hesitation. This will also leave a bad user experience. These technical SEO parameters will determine your website’s performance on search engines. To improve your website’s performance, you need to evaluate 4 different parameters in SEO. These parameters are: Website loading speedFunctionality and UseContentCompatibility Google PageSpeed Insight shows a detailed assessment of your website. You can use Google PageSpeed Insights to measure your site loading speed. This tool will give you an analysis of your website’s performance based on these SEO parameters. Another useful parameter in PageSpeed Insights is the first contentful paint (FCP). This gives you the amount of time it took for the first text/image to load. The optimal FCP scoring is anything less than 2 seconds. You can hire an SEO reseller to assess your website and provide solutions to critical problems. You won’t have to worry about checking these technical SEO parameters one by one. 2. SEO Score SEO score is a parameter that will show your website’s rating compared to other websites. It also indicates whether your website needs further optimization. This parameter is dependent on 4 subcategories: technical SEO, content, mobile compatibility, and user experience. Failure to meet the standards for these subcategories may damage your SEO score. Using SEOptimer tool will give audit results based on 5 criteria. There are online tools that can measure your website’s SEO score. SEOptimer is a great tool to audit your website and see if your website needs improvement. This tool also bases its audit results on 5 major criteria (on-page SEO, links, usability performance, and social engagements). 3. Spam Score A spam score is like an SEO score, except you’re analyzing how spammy your website is. It’s a risk assessment criteria to see if your website will receive penalties from Google. 17 spam flags are analyzed to know your spam score. Moz’s Link Explorer Tool finds these spam flags and compiles them to calculate your site’s spam score. Link Explorer Tool from Moz helps check your backlinks for spammy links. We all know that spamming is punishable by search engines. By determining the spam score of your website, you can make sure that you’re not crossing the line. 4. DA and aDR Moz Domain Authority (DA) and Ahrefs Domain Rating (aDR) are two parameters that are important in website assessment. These parameters tell you how effective your SEO strategies are. These are measured through backlink checker tools like Moz Domain Analysis Tool and Ahrefs Site Explorer Tool. Domain Authority (Moz) and Domain Rating (Ahrefs) of LinkDoctor.io. However, these parameters do not affect your SERP ranking. They simply show you a numerical rating of your website’s SEO and link profile. Both are scaled from 0-100 and getting a perfect score means your website is spotless. 5. Site Architecture and Navigation Think of your website as a place and your visitors as newcomers. Imagine their frustration if they get lost on your website. That’s why you have to carefully plan your site architecture and navigation. The trick here is to lessen the number of clicks needed for your visitor to see what they’re looking for. LinkDoctor™ recommends keeping the number of clicks below 3. Site Architecture of LinkDoctor showcasing an F-viewing pattern. Your site should also have a clear funnel to help your audience find what they’re looking for. Sitemaps are very useful for users and web crawlers when navigating your website. You can use the Z or F viewing pattern to help your audience navigate through your site. 6. Website Quality To assess the quality of your website, you need to look at your content. Ask yourself a few questions if you, as a reader, benefit from your content. Your audience must understand the purpose of your website by providing useful and helpful content for them. And to keep your website of top-notch quality, you have to provide accessible and high-quality content. Remember that the primary goal of your website is to help users. If your blog posts provide legitimate and reliable information to your niche, they will see your site as a reputable one. A thorough examination of the range and depth of your content will help you optimize the quality of your website. 7. Website Identity and Authority Your website must have an identity that people can recognize. Your website will leave an impression on users – and we know that first impression lasts. Observe what first impression you’ll get by visiting your website. Author profile of Daniel Martin and social proof connecting the author to a LinkedIn profile. Author profiles and expertise will show a “social proof” of your content’s legitimacy and authority. Letting your users know that real people are working on your website can increase their trust. This will reflect on the reputation of your website. During website analysis, make sure that your website shows social proof. People will remember your site based on your social identity. 8. Branding When doing web analysis, you also have to take a look at those websites that mention your brand. These are unclaimed natural backlinks that are readily available. These unlinked brand mentions can be used as part of your link building strategy. List of domains referring to LinkDoctor’s website using Ahrefs Site Checker Tool. You can check your referring domains using Ahrefs Site Checker Tool. This tool will give you a list of domains that refer to your site. You can also do it manually by searching “domain.com” -inurl:domain.com on Google. A list of domains referring to LinkDoctor™ can be searched manually on Google. You can also check those sites that stopped linking to your site. Ask the website owner for the reason why they removed your link and if they can get it back. 9. User Engagement Now we’ll look at how your audience perceives your website. When analyzing your site’s user engagement, you must put yourself in your user’s perspective. You need to find out how your users behave on your website. By doing so, you will have an idea about what your users interact with on your website. HotJar behavior analytics software tracks the user’s behavior on your website. There are behavior analytics tools that you can use online. One good example is HotJar. This tool gives you a detailed heatmap that tracks the user’s mouse activity on your site. 10. Reviews and Ratings When doing an assessment, it’s important to include the reviews and ratings that you get from other people. Keeping track of the reviews that you receive gives you a general idea of what users think about your website. Online reviews are trusted by consumers, much like how we approach personal recommendations. Getting a five-star rating is a good indication that your SEO efforts and impressions are excellent. LinkDoctor has a 4.3 TrustScore rating, making it an excellent website according to reviews. You can do an automated tracking of your site’s reviews by using online listening tools. These tools will monitor social indicators and reviews earned by your website. Automating your assessment for reviews will save you a lot of time. 10. Social Media Engagement Social media was once a place where you can talk to your friends online. Now, because of its popularity, it also serves as a marketing platform. Through active engagements with your followers, you can turn these leads into customers. That’s why it’s also essential to track your social media engagements. Make sure to manage your social media profiles and have meaningful interactions with your followers. These posts are often favored and prioritized by Facebook and LinkedIn. An example of a LinkedIn post with 89 organic impressions. To improve your social media engagements, make sure that you’re timing your posts well. Look at your audience’s active hours and strategically post useful content during these times. Be consistent with your efforts and be true with your audience interactions. FAQs What is website assessment? Website assessment is the examination of your website to know what issues are you experiencing. A website is analyzed through a number of factors, including SEO, user engagement, and quality of information. What is the importance of evaluating a website? If you own a website, you should evaluate your website from time to time. It’s important to evaluate your website to know if you’re experiencing minor issues. These minor issues can affect your site’s performance. What is a good website? A good website is a functional website that’s easily crawlable and indexable by search engines. A good site also loads fast anywhere in the world and is compatible with any device. There should be no errors in loading every page of a good website. Final Word Doing a full website assessment will reveal your website’s shortcomings and minor issues. By knowing the issues, you will be able to optimize your site even better and resolve these issues. After reading this guide, you’ll be equipped with the knowledge and the tools necessary for web assessment. Make sure to look out for these factors and parameters to improve your website’s overall performance. Daniel Martin Dani started his career in an aviation company and worked his way up the ranks into positions of leadership, where he feels most at home. Now, he’s building winning SEO teams that are able to solve complex problems with simple, effective solutions.