What’s the difference between a technical SEO audit and a content SEO strategy from an agency?

A technical SEO audit examines a website’s infrastructure, identifying issues that may hinder search engine crawling and indexing. A content SEO strategy focuses on optimising on-page elements, such as keywords and content structure, to improve search visibility and user engagement. Both are essential for a comprehensive SEO approach, but they target different aspects of a website’s performance.

Why Both Matter

Imagine you’re running a SaaS company. Your website is your primary sales tool. If search engines can’t crawl it properly, potential customers won’t find you. That’s where a technical SEO audit comes in. It’s like a car service for your website, ensuring everything’s running smoothly under the hood. Think of it as checking the engine, brakes, and oil levels.

Now, even if your site is technically sound, you still need content that attracts and engages users. This is where a content SEO strategy shines. It ensures your blog posts, landing pages, and other content pieces are optimised to rank well and resonate with your audience. It’s about crafting content that not only appeals to search engines but also genuinely helps your potential customers.

In short, a technical SEO audit gets your site in shape, while a content SEO strategy makes sure your message hits the mark. Both are crucial for success.

Steps to Success

If you’re considering which to tackle first, here’s some advice:

• Start with a technical audit: Before you polish your content, ensure your website is accessible to search engines. Fix broken links, improve site speed, and ensure mobile friendliness.

• Analyse your content: Once your site is technically sound, examine your current content. Identify gaps and opportunities for optimisation.

• Develop a content plan: Create a strategy that focuses on target keywords, user intent, and valuable information. This ensures your content is not only found but also appreciated by your audience.

• Monitor and adjust: SEO isn’t a one-time task. Regularly review both your technical setup and content performance. Adapt to changes in search algorithms and user behaviour.

These steps aren’t one-size-fits-all. A good seo optimisation agency can tailor these processes to your specific needs, ensuring you get the best results.

A Bit of Perspective

Here’s my take: think of technical SEO as the foundation of a house. Without it, everything else crumbles. But a strong foundation alone doesn’t make a home inviting. That’s where content comes in.

Content is the décor, the personal touch that makes your site welcoming and engaging. It’s what turns a visitor into a customer. So, while both elements are distinct, they’re interconnected. Neglecting one can undermine the other.

In my experience, companies often focus heavily on one and neglect the other. Don’t fall into that trap. Balance is key. A holistic approach combining both technical and content strategies will set you up for long-term success.

So, grab a coffee, take a look at your website, and see where you might need a tune-up. You’ll thank yourself later.