Evaluation

Description

Rothbright’s digital marketing audit is a comprehensive examination of all the practices, strategies, and outcomes of what a business has been doing to establish and improve its online presence. The Rothbright audit aims to identify strengths, weaknesses, opportunities, and threats to provide actionable recommendations for improvement. The Rothbright Audit covers ten (10) core areas:

1. Website Analysis:
   • Usability & Design: Check if the site is user-friendly, mobile-responsive, and visually appealing.
   • Content: Assess the quality, relevance, and structure of the content.
   • Site Performance: Analyze site speed, uptime, and overall functionality.
   • SEO: Check for on-page SEO factors such as meta tags, URLs, header tags, keyword usage, etc.
   • Conversion Rate Optimization (CRO): Analyze CTAs, landing pages, and funnel effectiveness.
2. Search Engine Optimization (SEO):
   • On-page SEO: Examine content quality, keyword usage, meta descriptions, internal linking, etc.
   • Off-page SEO: Evaluate backlink profile, domain authority, and other external ranking factors.
   • Technical SEO: Review site structure, crawlability, sitemap, robots.txt, etc.
3. Content Marketing:
   • Content Quality and Relevance: Check for consistency, accuracy, and engagement metrics.
   • Content Distribution: Examine platforms and methods used to share content.
   • Content Calendar: Assess content planning and regularity.
4. Social Media:
   • Platforms: Identify which platforms are being used and assess their relevance to the target audience.
   • Engagement: Measure likes, shares, comments, and overall interaction.
   • Content: Evaluate consistency, quality, and frequency of posts.
5. Paid Advertising:
   • Pay-per-click (PPC): Review ad copy, keywords, budget, and return on ad spend (ROAS).
   • Display & Remarketing: Examine ad design, placement, and conversion rates.
   • Social Media Advertising: Check the effectiveness of ads on platforms like Facebook, Instagram, LinkedIn, etc.
6. Email Marketing:
   • List Health & Segmentation: Analyze subscriber growth, list cleanliness, and segmentation effectiveness.
   • Campaign Performance: Check open rates, click-through rates, and conversion.
   • Content & Design: Evaluate the relevance and visual appeal of emails.
7. Analytics & KPIs:
   • Tracking Setup: Ensure that Google Analytics and other tracking tools are correctly installed.
   • Traffic Sources: Evaluate the sources bringing traffic (organic, paid, referral, direct, etc.).
   • Key Performance Indicators: Analyze the business’s defined KPIs to see if they align with objectives and are being achieved.
8. Online Reputation Management:
   • Reviews & Ratings: Examine customer reviews and ratings on platforms like Google, Yelp, etc.
   • Response Strategy: Assess how and when the business responds to reviews and feedback.
9. Affiliate & Referral Marketing:
   • Analyze performance, relationships, and returns from affiliate and referral programs.
10. Competitive Analysis:
    • Market Position: Determine where the business stands in comparison to competitors.
    • Competitor Strategies: Analyze what competitors are doing in the digital space and identify any gaps or opportunities for your business.

After evaluating these areas, we provide actionable insights in a backlog and recommendations to optimize the digital marketing strategy, drive more conversions, and improve ROI.