search engine marketing

Search Engine Optimization Audit: B.C. Machining, Inc.

Audits are performed on a website in order to determine how much & what kind of SEO and design work must be performed on a website. In this case, we looked at B.C. Machining, Inc., a custom machine shop located in Conneaut, Ohio. We then compared it to a local competitor, Wagner Machine, Inc.

Aesthetics and Responsiveness

First off, we took a look at the aesthetics of the website — was it visually pleasing? B.C. Machining, Inc.’s website was very plain and consisted of only five pages. The homepage had virtually no information besides the business name, address and phone number, and their contact page consisted of nothing more than a wall of text. Every other page was similarly lacking in content. Some chunks of text were also a bit difficult to read as they had little contrast between the font and the background photos. There was also no mobile responsiveness. Wagner Machine, Inc., on the other hand, had a much more visually-interesting website with easy-to-read text, significantly more content per page, and mobile responsiveness.

Search Engine Optimization Audit

Next, we examined things like the number of h1 tags on each website’s page or the amount of photos with alt tags. We found that B.C. Machining Inc. had no h1 tags or alt tags, whereas Wagner Machine Inc. had both. These tags are important because, when choosing what order to show websites in, Google looks to h1 and alt tags to help it determine what the website is about and where to rank it in a search result for keywords that appear in those alt tags and h1 tags. Having more descriptive h1 tags and alt tags helps Google understand what the website is about and helps rank it higher.

Google Analytics

Finally, we looked at how many pages Google’s bots indexed on each website. B.C. Machining Inc. had 5 pages, which is low. Wagner Machine Inc. had only 34 pages, but that’s almost seven times what B.C. Machining Inc. had, which will give Wagner Machine Inc. a greater chance of ranking high in results for searches such as “custom machining in ohio”.

If you want more details, check out the video below. If you’d like to have us do an audit on your website, you can contact us here.



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