A typical digital audit reviews a standard set of online metrics, and compares them to expected baselines.
A good digital audit tells you how those metrics and KPIs will influence your organization’s performance and objectives.
A regularly scheduled digital audit help you better understand;
- Your Competitors; their tactics, results, and potential threats,
- Your Customers; to better understand their perspective on your market,
- Yourself; to ensure you remain objective and relevant with your digital marketing efforts.
First, what is a Competitive Digital Audit?
A digital audit looks at the various elements that make up an organization’s online presence, and evaluates them relative to a standardized set of criteria.
A typical digital audit might look at a number of elements, including – but not limited to – the following;
- Traffic – the number, source, and makeup of the visitors to your website and other online profiles.
- Organic Search – the keywords that are driving traffic to your site, the activities and network that supports that search activity
- Paid Search – the search terms, budgets and cost of site traffic that is generated through Search Engine Marketing
- Social Activity – the size, scope, frequency, and quality of your organizations contact with audience members, in various social channels
- Ratings & Reviews – the number, quality, and score of your customer reviews – and your response and vulnerability to reviews.
- Content – the relevance, scale, depth, format and currency of your content.
- Customer Service – the channels, tools, frequency, and quality of your interaction with customers through digital channels
- Regulatory & Compliance – how well your digital assets measure up to accepted standards for security, accessibility, privacy, technical performance and other benchmarks.
A good digital audit doesn’t just look at the raw numbers and results, but also provides guidance as to the performance, results, implications and outcomes of these results, and how they drive business objectives.
Our competitive audits provide this insight into the performance of your website, as well as the websites of your major competitors, (typically up to 4). They identify the strengths and weaknesses of your competitors’ websites as well as the potential threats they represent and opportunities you have to improve your performance based on what your competitors are doing.
Why Do You Need a Competitive Digital Audit?
We can give you 3 good reasons.
1. Because of your competitors
Without knowing how you rank against your competitors, it is impossible to know which competitors are your greatest threats, how to beat them or where you should focus your efforts. If you don’t do competitive analysis, or don’t do it often enough, you risk falling behind the competition. Analysing your competitors gives you the information needed to give you an idea of where you stand in comparison to them – allowing you to alter and improve your online strategy if that is what’s necessary to become more successful than them.
2. Because of your customers
Your customers are already doing a competitive analysis of their own, so you need to know what they are likely to find. Customers find and evaluate products and services by comparing them online first before ever interacting with the company, and first impressions count! You need to know if your website is causing any problems for your customers which you might not be aware of when you‘re looking at your website all day every day. You will have no problem navigating round the site – this makes it easy to overlook any problems a user may have. The common features of hard to navigate websites can be uncovered through an audit.
3. Because of you!
You have made decisions and taken action based on what you understand about your strengths and weaknesses, your assets & liabilities, your SWOT. But is your understanding correct? Does your website reflect your understanding? You owe it to yourself to find out if your website is properly optimised and doing everything it can to help you reach your goals.