Questions to answer when auditing your digital presence

There can be no question that a digital presence is important for businesses in the 21st century. But simply having a website is only the beginning – you need to know how it’s performing and set goals that you can measure your progress towards. A vital piece of the puzzle is auditing your digital presence regularly, and this involves looking at certain questions and being honest about the answers to evaluate your success.

Identify your digital assets

Your digital assets can generally be defined under two primary headings:

What is Domain Authority?

Domain Authority (DA) is a score that represents how your website ranks on search engines. It ranges from 1 to 100 and higher scores represent a greater chance of ranking highly on search engine results pages (SERPs). It is calculated by pulling data from specialist web indexes and includes dozens of key factors.

For many businesses, local SEO is a powerful way to attract customers. This connects on-page and off-page assets as you work to target keywords relating to your locality in all marketing efforts to win local customers. Google Business Profiles are one of the leading ways people discover local businesses, so your audit should definitely include these if they are relevant to your success.

Audit of digital presence

Questions to ask regarding your on-page assets

This starts with your website, where you need to find answers to the following questions:

Next, you should look at your paid marketing efforts. Consider the following questions:

The final part of the on-page assets audit revolves around organic marketing:

Once you have been over all these questions, you will give yourself a good idea of where you are at with regard to your on-page assets. This helps evaluate the state of your digital presence and make decisions about setting goals for the future.

Questions to ask regarding your off-page assets

Auditing your off-page assets largely depends on precisely what channels and strategies you are using. For this guide, we will cover some common considerations and broad approaches to strategy that might be helpful for your business.

First up, let’s talk about social media:

Now, let’s think about the management of your online brand and reputation:

One important consideration is the measurability of your off-page assets:

Finally, here are some questions you should be asking to guide the development of your strategy:

Final thoughts

If you are yet to carry out the first audit of your online digital assets, the list of questions in this article may seem daunting. But you should feel reassured by the fact that going over this exercise is an effective way to make sense of your digital presence. You will be better equipped to understand what is working and what is not, giving you greater control over your own destiny.

Once you have found the answers to these questions, you are in a strong position to look to the future and bring about more positive results from your digital marketing efforts. It will provide you with a greater depth of information that can inform your decision-making in terms of where to invest and how to offer your customers the most effective online experience with your business.

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