Beyond web content: enhance your content’s SEO compatibility with Siteimprove

Published on June 27, 2024 by Rageswary Naganathan and Kavindi Abeysundara

In the ever-evolving digital landscape, search engine optimisation (SEO) is a crucial aspect of digital marketing and online presence.It is an essential tool used to create a positive online presence for a brand/business, solidify its website authority and reputation and increase organic traffic by ensuring it appears higher on search result pages, as websites that appear higher in search results are perceived to be more relevant, credible and trustworthy. This would ultimately ensure that these websites get more clicks, i.e., attract more visits from users who could potentially be converted into customers in time.

To measure and monitor SEO strategies, organisations use specialised SEO tools and software applications designed to enhance a website’s visibility on search engine results pages (SERPs). These tools aid in analysing, auditing and optimising the various aspects of a website to improve its search engine rankings. SEO tools and analytics provide valuable insights on user behaviour, search patterns and preferences.This data can help better understand the target audience in order to tailor content and marketing strategies accordingly.

Amid the plethora of SEO tools currently available, Siteimprove, BrightEdge, Skilltide, GA4, Moz, Ahrefs, SEMRUSH, Screaming Frog and Google Search Console are considered to be the market leaders in providing effective SEO support. Siteimprove is a comprehensive tool that offers a solution for every aspect of an online marketing strategy, complete with three solution packages:

• Inclusivity

• Content experience

• Marketing performance

With its user-friendly interface and detailed reporting capabilities, Siteimprove helps organisations continuously monitor and refine their digital strategies to achieve better results and maintain a robust online presence.

Enhancing content with Siteimprove

Siteimprove has been in the inclusivity game for a considerable amount of time (15+ years), but also collaborates with top accessibility organisations such as the International Association of Accessibility Professionals (IAAP) and the W3C, which participate actively  in the development of accessibility standards such as the Web Content Accessibility Guidelines (WCAG). The patented scoring system assesses the quality and usability of the content and with unique consolidated oversight businesses, can easily connect user analytics metrics directly to their desired content experience. Siteimprove is known for SEO and analytical tools that businesses can use to ensure smooth collaboration and workflows with its vast selection of integrations and prove the value of the work implemented with consistent insights.

Siteimprove has defined each element of a successful website and worked them into a simple scoring system named the Digital Certainty Index, a scoring model to reflect the changing digital environment across SEO, accessibility and other areas of web-content management.

The Digital Certainty Index (DCI)

The DCI uses more than 200 checkpoints to evaluate a website's performance against industry benchmarks that can be categorised under three key areas:

• Quality assurance

• SEO

• Accessibility

The DCI score measures a website's effectiveness while its sub-scores reflect how well it adheres to quality standards, how easily it can be found by search engines and whether it complies with accessibility requirements. It also provides detailed areas of improvement on how to enhance the website and provides practical suggestions on how each solution can be implemented. Each area of improvement is assigned a corresponding number of points, enabling the user to observe how their DCI score increases in real time as they address each of the areas of improvement.

With its proven record in accessibility and a DCI scoring model, we now consider how Siteimprove stacks up to the competition.

Comparison with competitors

Siteimprove provides the whole package: deeper insights, smarter reporting and personalised support, unlike other popular SEO solutions currently available in the market.

 

As the table above shows, Siteimprove covers every aspect of marketing strategy, tailored implementation and support and provides the most comprehensive, powerful and intuitive suite of tools in the market.

This side-by-side comparison proves that Siteimprove has improved the digital experience of the websites that have used its services.

Example of practical use

Managing 50 corporate websites and 16,000 webpages across 38 regions is a significant accomplishment for Scotiabank's robust digital presence. However, this achievement also posed several challenges for the company’s digital team. Nevertheless, within just a few weeks of integrating Siteimprove, Scotiabank recorded the following outcomes:

• Addressed significant deficiencies in its digital approach

• Significantly enhanced cross-organisational teamwork and website administration

• Developed protocols for detecting and rectifying website issues, including multiple broken links on public pages, leading to a 30-40% enhancement in its overall quality rating

After incorporating Siteimprove, Advancial established a reliable foundation for analysing the success of its marketing initiatives. Alongside automated quality-control features such as monitoring website health, checking spelling, identifying broken links and warning about image-compression issues, Advancial leverages Siteimprove's reporting capabilities to enhance engagement with its members and potential customers at crucial stages of the customer experience.

Similarly, many organisations prefer Siteimprove, as it has been recognised as an industry leader by companies such as G2, Capterra, Gartner Peer insights and Forrester.

In addition to being recognised by the industry for its services, Siteimprove has helped elevate the brand-content experience by creating error-free, SEO-optimised content powered by key content insights.

Elevating the brand-content experience

Siteimprove's suite of web-accessibility solutions enable brands to effortlessly align with the global standards outlined in the Web Content Accessibility Guidelines (WCAG) at every level. Eliminating obstacles that negatively impact user interaction ensures an inclusive digital footprint that not only upholds the brand's integrity, but also enhances the overall user experience.

Key features that help increase content experience include the following:

1. Automated accessibility checks

Siteimprove offers automated testing that follows WCAG closely. This enables businesses to identify problems and mistakes across levels of adherence. With automated testing, businesses can assess several pages across multiple websites simultaneously, helping to prioritise areas of the site requiring immediate focus. Siteimprove also conducts automated accessibility assessments on PDFs, ensuring they are both accessible and user-centric.

2. Guidance and practical recommendations

Siteimprove helps ensure that users of its software can reach the essential information, fostering an all-encompassing brand encounter. It transforms accessibility benchmarks into pertinent and achievable tasks and offers lucid descriptions of problems, guidance on how to address them and pointers on authorised approaches to WCAG.

3. Issue highlighting

It uses Page Reports to instantly identify accessibility concerns directly on webpages or in the underlying source code, eliminating the need for time-consuming scrolling to pinpoint the issue. CMS deep linking seamlessly enables easy navigation from viewing the problem on the Siteimprove platform to the relevant page in the content management system for prompt resolution. Furthermore, Page Reports enables cross-verifying content for additional quality-assurance issues such as broken links, spelling errors or SEO problems that could be detrimental to user engagement.

Siteimprove plans to transform SEO as it moves in the marketplace and advances beyond helping brands of all types enhance their digital accessibility. We detail below how Siteimprove has revolutionised the SEO landscape so far.

Innovative approaches to transforming SEO

Revolutionising SEO in today's dynamic digital landscape involves embracing innovative strategies that leverage cutting-edge technologies and evolving user behaviours. As search engines become smarter and user intent gains prominence, a multifaceted approach is essential.

Local SEO continues to evolve with geo-targeting and location-based optimisation, catering to the surge in "near me" searches. Google My Business (GMB) is a platform that connects enterprises with customers. The integration of GMB within Siteimprove empowers businesses to oversee all their local Google listings seamlessly through the Siteimprove platform. This ensures a comprehensive and fine-tuned encounter for users of the website interacting with these listings.

How Acuity Knowledge Partners can help

We offer a comprehensive range of services related to managing web content. These services cover a wide spectrum, including tasks such as maintaining and updating content, publishing material, creating web assets, conducting content audits and transferring platforms.

We use Siteimprove to perform routine content audits to detect broken links and instances of duplicated or absent content, rectify identified issues to guarantee the website's adherence to SEO and web standards, validate the compliance duration of all marketing material hosted on the website and internal document repositories, archive expired content accordingly and periodically create backup copies of web pages in PDF format to meet regulatory obligations.

We can further deep dive into Siteimprove Connectors, which are pre-built integrations within business apps that enable using Siteimprove insights to effectively optimise the digital presence.

• Business intelligence – Effortlessly present business insights and Siteimprove data in a simple, interactive manner using data visualisation tools such as Google Data Studio, Klipfolio, SEO Tools for Excel, Power BI and Tableau.

• Marketing automation – Enhance the quality and layout of website pages, blog articles and landing pages by integrating Siteimprove with marketing automation platforms such as Marketo and Hubspot.

• Siteimprove premium plugins – Use plugins similar to Optimizely and Adobe Experience Manager to optimise websites and digital assets, helping to prioritise and delegate tasks to optimise internal workflow to ensure error-proof websites.

Footnotes:

1. https://www.forbes.com/advisor/business/seo-strategy/

2. https://www.siteimprove.com/why-siteimprove/

3. https://www.siteimprove.com/glossary/wcag-compliance-checker/

4. https://www.siteimprove.com/dci/

5. https://www.siteimprove.com/competitor-comparison/ 

6. https://www.siteimprove.com/customers/scotiabank/

7. https://www.siteimprove.com/customers/advancial/

8. https://www.siteimprove.com/platform/accessibility/

9. https://www.siteimprove.com/blog/revolutionize-the-replatform-how-we-transformed-our-redesign

10. https://www.siteimprove.com/integrations/connectors/

11. https://www.siteimprove.com/integrations/cms-plugin/

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