Does your site have an AURA about it?

By Jordan Southern topicIcon SEO, Website


Is your website getting the attention it deserves?

On the face of it, this seems a simple question. However, the reality is that many elements that go into making a successful site - and if you’re not on top of all of them, your online performance will suffer.

Perhaps the most basic goal of our digital campaigns is to increase the amount of traffic a site gets. But if your pages don’t perform well when this traffic arrives, a successful campaign becomes that much harder to achieve.

This is where the AURA system can help. These four steps can set you on the way to creating an efficient site that delights visitors old and new.

What is an AURA?

AURA is a system that addresses many of a website’s key targets. Creating an AURA strengthens the potential of all areas of your digital campaign, from broad tasks such content marketing and PPC through to the finer details like the user-friendliness.

Your website’s AURA can be divided into the following key areas:


You can build authority by creating amazing content that people in your industry will love. This content can take many forms, such as blog posts, on-site apps, infographics, or videos – the list goes on.


It’s very important to build up content that visitors want to read. This helps them learn more about your business, and ideally it should be high enough quality that people will feel compelled to share it with others.

If people are flocking to your content then sharing it and linking to it, your authority with search engines will increase. They will see that you are a go-to source of information within your industry and trust that you will provide the answers their users are looking for.


Making the site user friendly is vital for conversion rates. Bringing traffic in is important, but it isn’t an end goal. If your site provides a poor user experience, it’s unlikely that this traffic will translate into conversions.

But what can you do to make your site user friendly? Factors such as ensuring the site is easy to navigate, has relevant internal links to other related content and a good page speed could be instrumental in keeping your users engaged.

Failing to look after these aspects could cause visitors to bounce off your site and into the clutches of a competitor.


This may seem a bit of an obvious one, but making sure the information on your site is relevant to your target audience is essential to driving conversions.

Providing useful information in an engaging way is important – tell users what makes your business and its services special. Your content should build trust and gain authority.

Additionally, you need to make sure that your calls-to-action are relevant. If a user wants to convert, you should make it easy as possible for them to do so.

You should also make sure that it’s easy for users to make conversions in line with your campaign goals, whether that’s buying a product, signing up for a newsletter or filling in an enquiry form.


Your desktop site may be head and shoulders above your rivals, but ensuring it’s accessible from mobile and tablets is very important.

With the growth of smart phones, mobiles are starting to become the dominator of search - and since April Google’s mobile algorithm update has been producing separate search results just for mobile users.

Making your site mobile friendly through responsive design or by creating a dedicated mobile website will ensure you are. (You can test how mobile friendly your website is by clicking here).

Why do we call it an AURA?

Because that’s exactly what it is. Implementing all four of these steps would set you well on the way to creating an aura around your site and signaling to search engines just how good it is.

Of course, this is only the foundation to the campaign structure. You need to build upon it with elements such as irresistible content marketing, an efficient approach to PPC and a strong social strategy.

If you can achieve that, then over time the AURA of your site will become impossible to resist.

Get in touch

Speak to one of our specialists about how we can help you improve your websites AURA and request a free digital marketing consultation by clicking here. Or sign up to receive all our latest updates by completing the form below:

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