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Comprehensive Online Presence Audit

The online space can be hard to navigate, especially when it comes to digital marketing. You need a trained pair of eyes that knows exactly what to look for to help you make sense of it all. We provide full, detailed audits of your Sydney business online presence so that you know exactly what’s working and what’s not, and why. To get a full summary report, contact us today:

Comprehensive Website Audit

If you’re reading this, chances are you’re not getting the number or type of customers you want. We provide a free, comprehensive, no-obligation audit of your business’ online presence.

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The HiPPO Phenomenon - The Importance of Data in Digital Marketing

In any social setting where there’s a hierarchy of rank, the opinion of the person with the bigger paycheck (Highest Paid Person’s Opinion) often overrides the opinion of those whose paycheck is smaller, regardless of whether it’s true or not. A manager’s opinon overrides that of a team member’s, the CEO’s opinion overrides that of a manager’s.


This “business management” approach simply does not work when it comes to digital marketing. An uninformed opinion – i.e. soft data – means nothing in the face of an informed opinion. Soft data means nothing in the face of statistics – i.e. hard data. Poor hard data means nothing in the face of better hard data.


Simply relying on the biggest HiPPO in the room, and not relying on hard data for your digital marketing strategy is a recipe for failure. In order to obtain and analyse good, useable, meaningful hard data, you need to regularly audit your website and overall online presence and analyse conversion effectiveness.

Why You Need To Audit Your Sydney Business Website

The Digital Landscape is constantly evolving. Search Engines determine which business websites to rank and display by their search algorithm. Google, for example, modifies and updates their search algorithm hundreds to thousands of times per year. If your business website isn’t optimised to these ongoing changes, it will fall behind your competition who are keeping with the constantly evolving digital landscape.


Furthermore, your competitors are all vying for the top ranking positions in search result pages. Without keeping an eye on not only your own, but also your competitors’ digital marketing strategies, you will slip behind the competition and your online presence will eventually fade into oblivion.


Lastly, market demand changes over time. Your website might have been built when people were looking for a specific service in a specific manner. As time progress, the taste and demand for that service and how it’s searched for changes. By monitoring these changes and auditing your website and overall online presence to keep up with these market changes, you’re positioning yourself and your business for lasting success.

Data-Driven Digital Marketing - Quantifying the Sales Conversion Process

Business owners like yourself understand the importance of data and metric important to growing a business – “what are my operating costs?”, “what is my revenue for this year?”, etc, the list goes on. Digital marketing is no different. Broadly speaking, digital marketing has two main goals:

  1. Optimising visitor traffic
  2. Optimising visitor conversion

Only by collecting hard data on the above two metrics can we get a clear picture on who and how people are finding your website, and how effectively they’re converting to paying customers. In the absence of such data, forget effectiveness, you’re left wondering if your website is converting visitors at all.


By collecting the relevant data and quantifying this process, we can optimise the anantomy of the conversion process and strategise the most cost-effective way of your digital marketing strategy. That way you make your online presence highly visible, bring in more customers. and convert them to paying customers. Bottom line, data-driven digital marketing raises your business’ bottom line!

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Table of Content

Website Audit and Analysis
Ultimate Guide

In order to evaluate the performance of your digital marketing strategy for your local Sydney business, you need to assess critical factors that not only drive traffic to your website, but also convert visitors to paying customers. This is the ultimate guide to conducting a website audit and analysis for your business website in an easy to digestible way so that you can start bringing in more leads.   

Conversion Optimised Website Design

When someone visits your business website, how likely are they to take the desired call to action? There are certain inviolable web design principles when it comes to conversion rate optimisation: * Hierarchical Web Sitemap * 5-Second Rule * Sympathetic UX Design * Clear and Obvious Call-To-Action …the details of each of which can be found under “Lead-Generating, Conversion-Optimised Website Design” in Web Design Services.

Technical SEO

Technical SEO refers to the “behind-the-scenes” unseen factors of Search Engine Optimisation techniques. These factors are not usually observed by visitors, nor are they consciously aware of them. Search Engines, however, give a lot of weight to these factors in determining how highly to rank a website. This in turn affects the amount of traffic that is drawn to the website, and ultimately, the number of potential customers to your business.

Sitemap Structure

A sitemap is a file that records what pages, images, videos etc make up a website and also provides information on the relative location of each file. Having a logical categorised sitemap stemming from a well-structured website aids Search Engine crawlers in determining how well to rank the website.

Internal Linking

Internal Links are hyperlinks that simply take you to some location within the same website, and can visually be seen as an interconnective network of links between the pages of your website. Google weights internal links just as much as external links (or “backlinks”) and so, the more quality internal links you’re able to put in place, the better it is for your website’s SEO.

Broken Links

Broken links are hyperlinks that don’t work. This is obviously bad for user experience since when we click on a link, we expect to be taken to a new page with relevant information following on from the page we were just on. Making sure there are no broken links across your business website is a sure-fire way to boost its SEO.

Meta Data

Humans are really good at making sense of visual media: images, videos, etc. Machines, while getting better, are not. When Search Engine crawlers visit your website, they can easily “read” and catalogue textual information, but struggle to understand visual information. But as the saying goes “a picture is worth a thousand words”, visual content is a necessary and complementary data type. To help those poor Search Engine crawlers, we give visual data some accompanying text only visible to those crawlers, which basically summarises what they are about, thereby helping them “read” the visual content. This accompanying text is known as “meta data”, “alt text”, or “meta tags”.

Content SEO

Content SEO, by contrast, are the elements of Search Engine Optimisation that are visible to and consumed by visitors. As such, the consideration for these factors lean more towards the “human experience” rather than the “machine (i.e. Search Engine crawler) experience”.

Keyword Focused Domain Name

From an SEO point of view, the domain name is made up of two parts: the unique identifier, and the TLD (“top-level domain”). Consider the URL of our website: hivizwebsolutions.com.au; “hivizwebsolutions” is the unique identifier and “.com.au” is the TLD. The unique identifer, being the “first impression” of the context of a website, must be relevant to what your business is about, and so the name of your business is typically recommended. The TLD on the other hand clues the visitor in on the geographic proximity of a website over another. For example. as an Australian viewer, which website feels more “local” to you: “successlawyers.com.au” or “successlawyers.ru”?

Keyword Focused Content

When someone visits a certain webpage, they have an idea of what information they’re looking for. If this expectation isn’t met, they will bounce off and seek another page that delivers what they’re after. Understanding what this need is, and capturing the essence of it in 2-3 focus keywords sends a strong signal to visitors what the page is about and better captures the attention of visitors who are interested in and seeking that content.

A caveat to this is that if you stuff your content with the focus keywords for the purposes of “signalling”, it reads spammy and is actually counterproductive to retaining the attention of your visitors. So consider using synonyms and different phrasings to make sure the content always sounds natural.  

NAP Consistency

NAP is an acronym for “Name, Address, Phone”, arguably the 3 most important details of a business. Imagine you spoke to a business owner and one day he mentioned a phone number to contact him, then another day he mentions another number, and on another day he mentions yet again a different number. How confused would you be how likely are you to give him your business? It might sound obvious, but having a consistent NAP throughout your website is a quick win that leads to a better user experience and higher conversion rates.

Rich Snippets

Rich snippets are “snippets” of your website that appear in SERPs (search engine result pages) when people search for something online. Some presentations of these snippets are more “attractive” than others. For example, if you searched for “dentist Sydney”, are you more likely to click on the link with the rich snippet “Best Dentist in Sydney | Guaranteed Smiles!” or the one with just “Sydney Dentist”? Crafting rich snippets in a more marketable way increases the odds of people clicking through to your business website over your competitors.

Data-Driven Digital Marketing Analytics

In assessing the effectiveness of a digital marketing strategy, we rely on data. And data comes in many forms. When we assess the “quality” of a data set, we can categorise them into a hierarchy of importance and reliability relative to other data sets. In audting your business’ online presence, it’s crucial to understand what type of data you’re using to inform your digital marketing decisions. The following are presented in the order of increasing data hierarchy.

Opinion-Driven Approach

An opinion-driven approach to digital marketing provides a good starting point for kickstarting your business website and overall online presence. Each person has their own idea about how things should look and proceed. However, just like everything else, it is wise to listen to the opinion of experts over the opinion of others, as their opinions are based on experience and expertise, not conjecture. It’s also wise to cross-reference these opinions, regardless if theyre are experts or not, so that you have better understanding of what sort of opinions people are putting forth. That way, you get the most varied data in the form of opinions from a wide range of experts, allowing you as the business owner to make the most well-informed decision.

Industry Best-Practices or Competition Emulation

Data acquired from proven success stories across the industry over time become formulated into best-practices and provide a good starting point for businesses without their own website. Best-practices such as: * Visitors know what the business is about within 5 seconds of landing on the website * Call-To-Action button clear and obvious * Contact number initiates call on mobile devices The better the competition from whom you emulate, the higher the likelihood of success for youself.

Historical Performance Data and Analysis

Whilst expert opinions and industry best practices provide a good starting point, they can never quantify their effectiveness. In order to collect the hard data to actually investigate how well a digital marketing strategy is performing, analytics tools must come into play. These tools capture “events”; analysing these events over a period of time allows you to see a historical record of “who visited your website when and performed what action where”. If the results show that visitors aren’t finding your website in the way you initially thought they would, or they’re not taking the right action on a specific page as originally designed, you now have hard data to inform you how to modify and optimise your digital marketing strategy towards your success metrics, without having to rely on opinion-based conjecture.

Real Time A/B Split Testing

Real Time A/B Split Testing means that you essentially deliver two (or more) different variations of your content to different people visiting your website. This provides real-time data on which of the variations performs better for which audience in a parallelised fashion. If this seems a bit far-fetched, consider Google and Amazon, the biggest digital-marketers in history. Google and Amazon conduct A/B Split Tests all the time. In fact, it is more than likely that you are currently being delivered a split-test version of Google and Amazon, rather than the “official” version. In this way, they paint a picture of which users are interacting with their services in what ways in real time. Then they rinse and repeat with different iterations to produce the most optimised presentation of content to attract visitors and convert them to paying customers. If Google and Amazon are doing this, you better believe this works. And you better believe you need to implement this for the success of your own local Sydney business.
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