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Website Audits – why is my marketing not working

The Greenlight Web team works with clients to make many improvements and advise on new content strategies to make our clients more visible to their target audiences. This often starts with a series of website audits to establish the baseline, establish a set of metrics to track improvement and conduct an annual re-audit.

Historically, our audits can include the following:

  • Speed and performance of the website
  • Website Security
  • Website SEO (Search Engine Optimisation)

In 2024, we have added a new dimension:

  • Website hosting carbon neutrality. Is your website energy efficient?

For most businesses, visibility on Google is a key driver and a measure of marketing success, so we thought it useful to share the key factors affecting that, and there are many in the world of SEO.

Web Audit

What are the key factors for Google ranking websites?

Google uses a complex algorithm with numerous factors to rank websites in search results. While the exact algorithm is proprietary and constantly evolving, here are some of the key factors that significantly impact Google rankings:

On-Page SEO Factors

Content Quality

High-quality, relevant, and informative content that meets user intent. Content should be well-researched, comprehensive, and provide value to the audience. A good page is described as a power page on which Google wants to rank, as it demonstrates knowledge sharing.

Keyword Optimisation

Proper use of relevant keywords in titles, headers, meta descriptions, and throughout the content. Don’t overdo it; keywords should be naturally integrated without keyword stuffing.

Meta Tags

Well-optimised meta titles and descriptions that accurately describe the content and include target keywords.

URL Structure

Clean, descriptive, and keyword-rich URLs that are easy to read and understand by both users and search engines.

Internal Linking

Proper internal linking to related content within the website to help search engines understand the site structure and distribute page authority. This has obvious benefits to users of the site when learning about your business.

Mobile Friendliness

A responsive design that ensures the website is accessible and usable on all devices, particularly mobile phones. Mobile phones have become the number one channel for website content.

Page Load Speed

Fast loading times for pages, as slow websites can negatively impact user experience and rankings.

User Experience (UX)

Easy navigation, intuitive design, and low bounce rates. Positive user experiences signal to Google that the site is valuable. Making your business easy to trade with is essential in the fast-paced modern economy, often more important than price.

Off-Page SEO Factors


High-quality backlinks from reputable and authoritative websites. The quality and relevance of the linking site are more important than the quantity of links.

Brand Mentions

Citations and mentions of the brand or website on other websites, even without a direct link, can positively influence rankings.

Social Signals

Engagement on social media platforms, such as shares, likes, and comments, which can indicate content popularity and relevance.


Evidence of event attendance and contribution demonstrate industry knowledge and involvement.

Technical SEO Factors


Ensuring that search engine bots can crawl and index the website without issues. This includes having a well-structured XML sitemap and a robots.txt file that doesn’t block important pages.

Schema Markup

Implementing structured data to help search engines understand the content and context of the website’s pages can enhance search visibility.

Secure Website (HTTPS)

Having an SSL certificate ensures the website is secure. HTTPS is a known ranking factor for Google.

Canonical Tags

Canonical tags can be used to prevent duplicate content issues by specifying the preferred version of a webpage.

Content Factors

Content Freshness

Regularly updated content to keep it relevant and current. Fresh content can attract more visitors and improve rankings.

Content Length

Longer, in-depth content often performs better in search rankings as it tends to be more comprehensive and detailed.

Multimedia Elements

Use images, videos, infographics, and other multimedia to enhance content quality and user engagement.

Local SEO Factors

Google Business Profile

An optimised and verified Google Business Profile with accurate business information, reviews, and photos.

Local Citations

Consistent and accurate NAP (Name, Address, Phone Number) information across local directories and citation sites.


Positive reviews on Google and other review platforms indicate trustworthiness and customer satisfaction.

Your SEO Agency should focus on these key factors to improve your website’s chances of ranking higher in Google search results, thereby increasing visibility, traffic, and potential conversions.

Google my Business

User Engagement Metrics

Click-Through Rate (CTR)

The percentage of users who click on a website’s link in the search results. Higher CTR can indicate the relevance and attractiveness of the search listing.

Dwell Time

The amount of time a visitor spends on a page. Longer dwell times suggest that the content is engaging and valuable.


Whether your goal is a direct sale on an e-commerce website or a sales enquiry on a business brochure website, outcomes are key.

Website Audit Web Traffic

Free Website Audits

Typically, when working with new clients or those interested in potentially using Greenlight Web, we will complete a set of basic audits using automated tools, with commentary from one of our SEO specialists.

The audits will score your website between A and F on each factor, identifying where you should consider improvements first.

Detailed Audits

Depending on the scale and complexity of your website and your business objectives, Greenlight Web will provide a quotation for completing an in-depth gap analysis of your website in relation to the key factors of Google’s algorithms and the key messages you want to be visible to potential clients, investors or other stakeholders.

To discuss or commission and audit please contact us

Many businesses blindly waste thousands each month on marketing services with inexperienced marketing managers internally or marketing companies externally. Occasionally, you need to validate that your marketing is as good as it can be.

Improve your return on investment with a regular audit.