How to check your website for SEO success

4 specific SEO analyses you can perform yourself - and why they are crucial for your visibility

Is your website in top shape when it comes to SEO - or are you just guessing?

If you're technically responsible for your company's digital presence, you know that guesswork rarely gets results. Many B2B companies work with websites that have been online for years - but are rarely reviewed in depth to make sure they actually perform as they should.

In this article, you will learn practical and tangible steps on how to analyse your website for search engine optimisation (SEO). These steps focus on specific areas that can make a big difference to your visibility and business - without requiring you to be an SEO expert.

Why is an SEO analysis important for B2B companies?

SEO is not just for fashion brands and webshops. For B2B companies working with technical solutions and services, the same fundamental principle applies:

If no one finds your website - you won't get any enquiries.

An SEO analysis is a systematic way to understand how your site is performing in the search engines - and most importantly, what you can do to improve it. If you want to measure and continuously adjust your digital strategy, SEO analysis is a necessary tool.

Below are 4 simple but effective steps you can take today to analyse your website.

Step 1: Map how your customers experience your site (Website UX & structural analysis)

Start by putting on your customer glasses. When a potential customer visits your website, how quickly do they understand what you offer? Can they easily find the information they're looking for? And do they click through - or do they leave?

Think about the following:

• Is the menu logical and easy to navigate?
• Do you use clear headlines and calls-to-action (CTAs)?
• Is there a common thread in the content that guides the user naturally?
• Is the site mobile-friendly and quick to load?

Et relevant tip her er at bruge værktøjer som Hotjar eller Microsoft Clarity to see where users click and how they move around the site. Without that data, you're guessing blindly.

Step 2: Check how search engines read your site

When Google “reads” your site, it's not with emotion - it's with an algorithm. Therefore, you need to ensure that your site is technically optimised and accessible to search engines.

Here are some key points you should review:

• Does your website have an XML sitemap and is it submitted correctly in Google Search Console?
• Is the page structure in order with correct use of H1, H2 and H3?
• Are there dead links or redirects that confuse search engines?
• Is the speed optimal? Use e.g. PageSpeed Insights
• Are the images optimised and named correctly?

As a minimum, you should use tools like Ahrefs, SEMrush eller Screaming Frog SEO Spider til at crawle dit site. Det giver dig indblik i, hvordan dine sider bliver opfattet “bag kulissen”.

Pro tip:

Also, check if your website uses Schema Markup - it helps Google better understand what the content is about. This can improve your chances of appearing in featured snippets.

Step 3: Content analysis - Are you talking to your users (and search engines) or to yourself?

Content is more than just pretty words - it's the driving force behind organic traffic. That's why you need to ask yourself (and your team) these questions:

• Do your headlines match what your customers are searching for?
• Are you using technical terms that no one outside your industry understands?
• Is there enough text on your pages and is the content in-depth enough?
• Do you use internal links to guide the user to relevant content?
• Is the content up-to-date and relevant to your audience in 2024?

It's a good idea to review your most important product and service pages and compare them to the competition. Who explains best, most accurately and most convincingly?

Also think about keyword usage

SEO is still largely influenced by the keywords you use. Make sure to include relevant keywords:

• Page titles and meta-descriptions
• Headings and body text
• Alt tags on images
• URL structure

But avoid keyword stuffing - it doesn't work and makes your texts hard to read.

Step 4: Analyse your competitors - what do they do (better) than you?

You don't necessarily have to copy your competitors - but you should know what they do. And why they might be doing better than you in Google.

A thorough competitor analysis can show you:

• Which keywords they rank for
• Which pages of theirs get the most traffic
• How their link structure and backlinks are built
• Whether they use content marketing actively, e.g. blog posts or guides

Use Ahrefs or SEMrush, for example, to do this analysis. From this, you can get an overview of what opportunities you have to produce better or more targeted content.

Bonus: Are there links for you?

An important area that many B2B companies overlook is backlinks. Who is linking to you - and why? Or more importantly: Who should link to you, but don't do it (yet)?

Backlinks from relevant sites in your industry are worth their weight in gold and one of the most crucial factors in Google's algorithm. You may also want to look at whether you have “dead” backlinks that go to pages that have been deleted - this damages your credibility.

How do you move on from here?

Analysing your website for SEO success is not a one-and-done project. It requires ongoing attention and adjustments.

But you can go a long way by taking the first steps yourself:

• Take a critical look at your user experience and structure.
• Get an overview of the underlying technical elements.
• Review your content and keywords.
• And keep an eye on the competition and your ranking in search results.

If you want to streamline this process and ensure that you are working according to a structured SEO strategy, we can help with both analysis and implementation.

Reach out to us here and let's see if we can take your visibility to the next level.