If you own a chiropractic practice, it’s extremely important that your website is following SEO best practices. This ensures that Google and other search engines can crawl your website properly and that potential visitors find your website when looking for relevant products or services. For some owners, this can be an overly technical affair better left to professionals. For others, it’s simply a stretch of internal resources that would be better spent on actually running the business rather than maintaining or editing a website. No matter which way you look at it, your company’s website is your online business card and an important part of your sales funnel.
This means that your website needs to be updated to ensure your company’s online presence is as accurate as possible to both search engines and visitors. Such an audit can be helpful in a variety of ways. First, it can be used as a gauge to determine if your website needs a professional to evaluate it further. For others, it can be a simple review to make sure that whoever has done SEO on your website has done it correctly. This guide should provide a quick and easy audit for business owners to conduct on their very own website. No technical skills will be required and should take no more than 30 minutes of your time.
1. Duplicate Homepage
The first step in the audit process is to determine if your homepage is duplicated. A duplicate homepage causes severe issues with search engines and can hurt your website’s online visibility (and even rankings). To determine this, simply type in your website with the prefix “www” in a browser. Play close attention to the URL. If it changes and removes the “www” this is great. Move on to the next step. If you still see the “www” we need to do one more step. Now type in your website without the “www” like example.com. Does the URL change and add the “www” or does it remain the same? If it stays the same, then you have a duplicate homepage problem that needs to be corrected.
2. Keyword Targeting
Another important element of any website is to ensure that your website has the necessary keywords in the HTML code. This tells search engines that your website is a law office or a doctor’s clinic. Without this meta data information, your website is essentially blank in the online world. To check this, simply right click on the homepage and click on “view page source.” A new page should open up that has a lot of code. No need to be intimidated. This should be over soon. Now press “CTRL + F” and a search window box should open. Type in the word “title” and the browser should take you to where the word “title” appears. It should look something like this <title> with some text </title>. Do you see some keywords that describe or reflect your business or do you just see “homepage” or it’s completely blank? If it’s any of the last two, then you need someone to do proper keyword research and update meta data for your website.
This is another area that could be problematic for your company’s online presence. If you have three services or products, it’s vital to have separate individual pages for each. This means that each product or service should have its own URL, page and relevant content. This is very important as it allows search engines to recognize that you have three separate products, which would show up in search results. If you have all your products listed on a single page, then you would need to get help from your web developer to create separate pages for each.
4. Contact Page
I see this issue quite often. The website’s contact us form is going to an e-mail address that no one checks. You could be losing many potential leads because of this. Test this by filling out a contact us form and making sure someone in your office is actually receiving the message. If no one receives the message, get in touch with the website developer and ask them to redirect these contact form messages to the appropriate person. Make sure to re-check once the developer has fixed the issue.
5. Verify Business Information
Another problem I constantly see is when the contact details (telephone), business address and hours of operation have been listed incorrectly or not been updated. Make sure to check the entire website to ensure that the telephone number, physical address and hours of operation are 100% accurate for both search engines and visitors. This is even more important if your business serves a local geographic area where potential customers actually need to visit your business. You definitely don’t want them showing up at the wrong address!
And there you have it. A simple and effective SEO audit which small business owners can conduct on their own. By going through the above steps, you ensure that your website meets the bear minimum requirements to be properly crawled and indexed by search engines. This in turn will increase the likelihood of potential visitors finding your website.
Please keep in mind, this basic audit does not substitute a professional SEO audit (which is much more exhaustive). This is more like a DIY audit, which should put you in the right direction or provide some additional talking points when you do decide on hiring an SEO consultant or agency. If you have any questions, please list them in the comments section below.