Web and social media audit: essential for your social and digital strategy
Posted: Tue Dec 10, 2024 6:04 am
Before we get into the nitty-gritty, let's settle the killer question: do we say un audit or une audit? The answer is un audit , and we pronounce the final "t."
Now let's get down to business.
A web and social media audit is a real strategic lever. This audit allows you to evaluate your digital presence, identify the strengths and weaknesses of your online strategy and refine your approach to maximize the return on your investment. A regular audit is a tool that will allow you to remain competitive, continually improve your performance and transform your digital presence into a powerful asset.
What is a web and social media audit?
An audit is an assessment of website and social media performance metrics. In other words, it is an inventory that helps determine how a brand is doing on social media or the web through an in-depth analysis of its online presence.
Conducting an audit involves assessing the effectiveness of your website, engagement on your social networks, the quality of your content, and the performance of your digital campaigns. This assessment includes an SEO ( search engine optimization ) analysis to determine whether your site is well optimized for search engines, as well as a competitor analysis to compare your performance to that of your main rivals.
The web audit allows you to take stock of the strengths, weaknesses and potential handicaps of a site to possibly improve its SEO and performance, but also to develop a thoughtful and effective content strategy . Thanks to the audit, we define the points to improve as well as the objectives and priorities in the short, medium and long term.
At Spritz, we carry out two types of audits: web audit and social media audit.
Web audit (SEO component)
SEO audit is a complete analysis of the natural referencing factors that allow to improve the performance, traffic and visibility of a website in search engines. The objective? Correct existing errors and evaluate the indexing and accessibility potential based on the main technical elements influencing organic referencing.
The three areas covered by the web audit
Navigation and indexing (technical SEO). Analysis of the structure of a site and the technical elements that allow search engines to find and index it. This involves identifying anything that could harm its SEO and formulating recommendations to optimize it.
Robots.txt, 301 redirection, 404 errors, HREFlang, sitemaps … Doesn’t that mean anything to you? No worries! Popularizing, simplifying and explaining are part of our mandate, and our audits are done in such a way as to equip you and allow you to understand the merits of the measures to be taken.
Internal analysis ( on-page SEO ). Here, we are talking about analyzing the site's content, structure, keywords, texts, visuals and any other element of the site that helps search engines and users understand its content. Identifying tags (H1, H2, H3, etc.), optimizing metatags ( SEO titles and descriptions) and evaluating the speed of the website are all part of on-page SEO analysis .
Off-site analysis ( off-site SEO ). Off-site analysis reveals the website's positioning in relation to its competitive environment to help search engines determine the trust and value placed on it.
Here are some examples of questions answered in this part of the analysis:
Is the site recognized as a credible source of information by Google?
Are there multiple external links from other sites pointing to the site?
Are these links quality (giving more authority to the site)?
How satisfied are people who visit the site after a search? Is rcs database the site relevant to Internet users' searches?
Web audit (SEM component)
Are you running search engine marketing (SEM) campaigns? The web audit also covers current and past campaigns. In this context, keywords will be suggested based on competition and search volume, and then findings and recommendations will be made.
Social Media Audit
This is the analysis of a brand’s social presence on Instagram, TikTok, Facebook, YouTube, LinkedIn, etc. The number of fans , subscribers, impressions and views, reach and engagement are all scrutinized. A portrait of the community is also drawn up during the audit (language, age, gender, locations, etc.).
What questions does a social media audit answer?
Are accounts and profiles optimized?
Which platforms perform best?
What portrait can we paint of the community?
Does the packaging represent the brand well and is it appropriate for each platform?
Which posts get the most engagement?
What are the good moves and the bad moves?
Are community management and monitoring in line with best practices?
Are the key messages clear?
Is the content strategy adequate?
Is the posting frequency appropriate?
What recommendations can be made?
Why do a web and social media audit?
A web audit helps you understand exactly how your brand is perceived online and identify pain points that could be holding you back from growth. For example, if your social media campaign isn’t performing as expected, your audit may reveal targeting issues or content that isn’t tailored to your audience. Conducting an audit will allow you to focus your efforts on what’s working and fix what’s not to maximize the effectiveness of your digital strategy.
Social and digital marketing is constantly evolving. What works today may not be relevant tomorrow. An audit of your website and social media is therefore essential to take advantage of current practices and trends.
Get quantitative data. An audit will give you the exact time to get the results you are looking for. Maybe your site is working better than you think and you just need to optimize it. Or maybe its SEO would be better if a few elements of certain pages were modified. Anything is possible; you just have to think about it!
Optimize your SEO . The audit will help you identify gaps in your natural referencing and adjust your SEO strategy to improve your positioning on search engines.
Increase engagement . By analyzing the performance of your content, you will better understand what attracts your audience and can therefore adjust your publications to maximize their engagement. You will become aware of your good and bad moves, and you will be able to take them into account in your future editorial calendars.
Now let's get down to business.
A web and social media audit is a real strategic lever. This audit allows you to evaluate your digital presence, identify the strengths and weaknesses of your online strategy and refine your approach to maximize the return on your investment. A regular audit is a tool that will allow you to remain competitive, continually improve your performance and transform your digital presence into a powerful asset.
What is a web and social media audit?
An audit is an assessment of website and social media performance metrics. In other words, it is an inventory that helps determine how a brand is doing on social media or the web through an in-depth analysis of its online presence.
Conducting an audit involves assessing the effectiveness of your website, engagement on your social networks, the quality of your content, and the performance of your digital campaigns. This assessment includes an SEO ( search engine optimization ) analysis to determine whether your site is well optimized for search engines, as well as a competitor analysis to compare your performance to that of your main rivals.
The web audit allows you to take stock of the strengths, weaknesses and potential handicaps of a site to possibly improve its SEO and performance, but also to develop a thoughtful and effective content strategy . Thanks to the audit, we define the points to improve as well as the objectives and priorities in the short, medium and long term.
At Spritz, we carry out two types of audits: web audit and social media audit.
Web audit (SEO component)
SEO audit is a complete analysis of the natural referencing factors that allow to improve the performance, traffic and visibility of a website in search engines. The objective? Correct existing errors and evaluate the indexing and accessibility potential based on the main technical elements influencing organic referencing.
The three areas covered by the web audit
Navigation and indexing (technical SEO). Analysis of the structure of a site and the technical elements that allow search engines to find and index it. This involves identifying anything that could harm its SEO and formulating recommendations to optimize it.
Robots.txt, 301 redirection, 404 errors, HREFlang, sitemaps … Doesn’t that mean anything to you? No worries! Popularizing, simplifying and explaining are part of our mandate, and our audits are done in such a way as to equip you and allow you to understand the merits of the measures to be taken.
Internal analysis ( on-page SEO ). Here, we are talking about analyzing the site's content, structure, keywords, texts, visuals and any other element of the site that helps search engines and users understand its content. Identifying tags (H1, H2, H3, etc.), optimizing metatags ( SEO titles and descriptions) and evaluating the speed of the website are all part of on-page SEO analysis .
Off-site analysis ( off-site SEO ). Off-site analysis reveals the website's positioning in relation to its competitive environment to help search engines determine the trust and value placed on it.
Here are some examples of questions answered in this part of the analysis:
Is the site recognized as a credible source of information by Google?
Are there multiple external links from other sites pointing to the site?
Are these links quality (giving more authority to the site)?
How satisfied are people who visit the site after a search? Is rcs database the site relevant to Internet users' searches?
Web audit (SEM component)
Are you running search engine marketing (SEM) campaigns? The web audit also covers current and past campaigns. In this context, keywords will be suggested based on competition and search volume, and then findings and recommendations will be made.
Social Media Audit
This is the analysis of a brand’s social presence on Instagram, TikTok, Facebook, YouTube, LinkedIn, etc. The number of fans , subscribers, impressions and views, reach and engagement are all scrutinized. A portrait of the community is also drawn up during the audit (language, age, gender, locations, etc.).
What questions does a social media audit answer?
Are accounts and profiles optimized?
Which platforms perform best?
What portrait can we paint of the community?
Does the packaging represent the brand well and is it appropriate for each platform?
Which posts get the most engagement?
What are the good moves and the bad moves?
Are community management and monitoring in line with best practices?
Are the key messages clear?
Is the content strategy adequate?
Is the posting frequency appropriate?
What recommendations can be made?
Why do a web and social media audit?
A web audit helps you understand exactly how your brand is perceived online and identify pain points that could be holding you back from growth. For example, if your social media campaign isn’t performing as expected, your audit may reveal targeting issues or content that isn’t tailored to your audience. Conducting an audit will allow you to focus your efforts on what’s working and fix what’s not to maximize the effectiveness of your digital strategy.
Social and digital marketing is constantly evolving. What works today may not be relevant tomorrow. An audit of your website and social media is therefore essential to take advantage of current practices and trends.
Get quantitative data. An audit will give you the exact time to get the results you are looking for. Maybe your site is working better than you think and you just need to optimize it. Or maybe its SEO would be better if a few elements of certain pages were modified. Anything is possible; you just have to think about it!
Optimize your SEO . The audit will help you identify gaps in your natural referencing and adjust your SEO strategy to improve your positioning on search engines.
Increase engagement . By analyzing the performance of your content, you will better understand what attracts your audience and can therefore adjust your publications to maximize their engagement. You will become aware of your good and bad moves, and you will be able to take them into account in your future editorial calendars.