Your online presence can add major value to your brand’s reputation. It can make reputation management easier by creating a consistent, reliable voice that builds credibility. How people find you online and what they do when they find you all depends on how you manage your online presence. There are many resources to help enhance your online presence, like proper SEO, blogging, social media and media relations. However, there’s one process that is often overlooked due to busy schedules and poor planning but is vital to your brand’s reputation: web audits.
Even if you have all your technical ducks in a row, you can still lose credibility and deter potential customers but not regularly auditing and evaluating your online presence. Spelling errors, bad links, duplicate content and cobweb-filled copy can all deteriorate your brand.
Regularly auditing your online presence can bring in more traffic, build credibility and enhance your online reputation. My recommendation is a monthly audit where you take into account your website, social media communities and blog. I usually do this at the end of each month so as to have a clean slate and fresh start for the month to come.
There are free tools you can use to make the auditing process more streamlined. Here is an example of how to audit your online presence in the form of a monthly audit:
- Look for duplicate content
- Ensure blog posts are properly optimized
- Review analytics
- Review keywords
- Review site copy for accuracy
- Refresh site copy as needed
- Test all site links to ensure they are working properly
- Update your site news section (this is a BIG one that I see companies regularly overlooking)
- Review all of your social media communities for streamlined content, functioning links:
Pinterest
Audit all Facebook pages
Audit Youtube videos descriptions, links and profile page
Audit Twitter
Audit all Google+ profiles
Audit Tumblr - Refresh your social media marketing as needed (cover photos, banners, backgrounds, profile photos)
- If you have an email opt-in (and you really should), consider changing up the wording/look if it’s not performing well.
- This is also a good time to review your e-newsletter template.
You will naturally uncover other items that need updated/adjusted to better represent your brand and that’s another great advantage of auditing regularly. You can discover new ways and better tactics for reaching your customers and being more relevant. It is a process to comb through everything but look at it as an investment and labor of love for your brand …
You get what you put in.
Do you regularly audit your online presence? What else would you add to this list?
