Date post: | 15-Jul-2015 |
Category: |
Internet |
Upload: | bill-hartzer |
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2015 SearchFest – SEMpdx
Performing a Technical SEO Audit
2015 SearchFest – Performing a Highly Technical SEO Audit
About Me
• Senior SEO Strategist, Globe Runner• Founder, DFWSEM Association• Brand Ambassador, Majestic.com• Personal Blog: www.BillHartzer.com• Practicing Organic/Natural SEO since 1996
2015 SearchFest – Performing a Highly Technical SEO Audit
Overview• Gather Data• Analyze• Present Results
2015 SearchFest – Performing a Highly Technical SEO Audit
Before You Begin – Info from Client• Google Analytics, Webmaster Tools access
• Bing Webmaster Tools access• Prior history: SEO done in past?• Prior history: Domain Names used
• List of Domain Names owned• List of Domain Names redirected• List of Competitors
• Ask: anything else we need to know?
2015 SearchFest – Performing a Highly Technical SEO Audit
Gathering Phase• Gather the Data• Save the Data (MS Excel, MS Word)• Start making notes (Notepad)
2015 SearchFest – Performing a Highly Technical SEO Audit
Google Searches• site:domain.com• site:domain.com –site:www.domain.com
• Click last page of SERPs to get page count
2015 SearchFest – Performing a Highly Technical SEO Audit
Screaming Frog
2015 SearchFest – Performing a Highly Technical SEO Audit
OptiSpider
2015 SearchFest – Performing a Highly Technical SEO Audit
Integrity (aka Scrutiny)What it does:• Crawls site, reports redirects, 404 errors• Mac only, finds more errors
2015 SearchFest – Performing a Highly Technical SEO Audit
Siteliner.com
2015 SearchFest – Performing a Highly Technical SEO Audit
Bing Webmaster Tools
2015 SearchFest – Performing a Highly Technical SEO Audit
Bing Webmaster Tools• Spot issues to fix
2015 SearchFest – Performing a Highly Technical SEO Audit
Google Webmaster Tools
2015 SearchFest – Performing a Highly Technical SEO Audit
Google Webmaster Tools
2015 SearchFest – Performing a Highly Technical SEO Audit
Moz Campaign
2015 SearchFest – Performing a Highly Technical SEO Audit
SEMRush Site Audit
2015 SearchFest – Performing a Highly Technical SEO Audit
Website Log Files• Weblog Storming, AwStats
2015 SearchFest – Performing a Highly Technical SEO Audit
Audit Site Structure• Internal Link Structure• Manual Review of Site• URL Hierarchy• Grouping of Topics• GA: In-Page Analytics
2015 SearchFest – Performing a Highly Technical SEO Audit
Gather Off-Site Data• It’s not all about on-site and on-page.
2015 SearchFest – Performing a Highly Technical SEO Audit
Google Webmaster Tools Links
2015 SearchFest – Performing a Highly Technical SEO Audit
Ahrefs Links
2015 SearchFest – Performing a Highly Technical SEO Audit
Majestic.com Links
2015 SearchFest – Performing a Highly Technical SEO Audit
Majestic.com Topic Review
2015 SearchFest – Performing a Highly Technical SEO Audit
Majestic Trust Flow, Citation Flow• Trust Flow = Number of clicks from a seed set of
trusted sites to a given URL, or Domain• Citation Flow = Number of citations to a given URL, or
Domain
2015 SearchFest – Performing a Highly Technical SEO Audit
Majestic Anchor Text Review
2015 SearchFest – Performing a Highly Technical SEO Audit
URIValet.com• Check Server Headers
2015 SearchFest – Performing a Highly Technical SEO Audit
WebPageTest.org• Page Performance
2015 SearchFest – Performing a Highly Technical SEO Audit
Miscellaneous Data to Review• All sorts of extras
2015 SearchFest – Performing a Highly Technical SEO Audit
Site Speed, DNS Health• Tools.Pingdom.com
2015 SearchFest – Performing a Highly Technical SEO Audit
Site Speed Review – Google Analytics
2015 SearchFest – Performing a Highly Technical SEO Audit
Robots.txt Issues
• Default CMS file?• Disallowing wrong?• Using “allow”?• Not specifying sitemap.xml URL• Directives conflict with other signals
2015 SearchFest – Performing a Highly Technical SEO Audit
Sitemap Issues• Google Webmaster Tools sitemaps• New pages not updated on sitemap• Issues with multiple sitemaps• No sitemap file?
2015 SearchFest – Performing a Highly Technical SEO Audit
Subdomain Issues• Duplicate content?• Using subdomain rather than directory• Wildcard subdomains turned on?• www versus non-www issues
2015 SearchFest – Performing a Highly Technical SEO Audit
Canonical Issues• Review canonical tags• Not using canonical correctly• Conflicting signals with canonical, others• Canonical tags to help with dupe content
2015 SearchFest – Performing a Highly Technical SEO Audit
Use of Structured Data• Taking advantage of Schema.org• Not just for local addresses• Reviews and Events• Person, Place, Organization• Products and Offers
2015 SearchFest – Performing a Highly Technical SEO Audit
Local Listings – Audit the listings• Google My Business• Bing Places for Business• Yahoo! Local
2015 SearchFest – Performing a Highly Technical SEO Audit
Local Citations – Separate Audit• Are citations correct?• Same address, suite #, phone number?
2015 SearchFest – Performing a Highly Technical SEO Audit
Analysis Phase• Analyze the Data• Make Assumptions
& Recommendations
• You’re Fat!• You need to exercise!
• OK, well maybe not like that…
2015 SearchFest – Performing a Highly Technical SEO Audit
Analysis Phase• Analyze gathered data• Look for Obvious Issues• Look for Odd Data Points• More notes!
2015 SearchFest – Performing a Highly Technical SEO Audit
Analyze Google Analytics
• Changes over time, year over year data• Conversion Data• Bounce Rates• Pages Per Session• Drops in Traffic:
Panda or Penguin?
2015 SearchFest – Performing a Highly Technical SEO Audit
Panda or Penguin Issues?
• Verify with SEMRush, Google Analytics
• Moz Google Algorithm Change Historymoz.com/google-algorithm-change
• Panguin Toolbarracuda-digital.co.uk/panguin-tool/
2015 SearchFest – Performing a Highly Technical SEO Audit
Analyze Keyword Data, Rankings• Look for keyword opportunities
Anything ranking on 2nd page?• Review SEMRush Keyword Data• Review GWT Search Query Report
2015 SearchFest – Performing a Highly Technical SEO Audit
Analyze On-Site Data• Title Tags• Meta Descriptions• Headings H1, H2, etc.• Internal Anchor Text• External Links (outgoing links)• Google Pages Indexed vs. Crawled
2015 SearchFest – Performing a Highly Technical SEO Audit
Analyze On-Site Data• Conflicting signals? Overall Topic focus• Conflicting signals?
Robots.txt vs. Canonical vs. Meta Robots vs. Nofollow
• Internal Duplicate Content• Not Enough Unique Content• Internal links within content present?• Review Navigation• Review Footer, footer links, copyright
2015 SearchFest – Performing a Highly Technical SEO Audit
Analyze Off-Site Data• Link Velocity Matters (getting new links)• Review anchor text (over optimized?)• Diversity of anchor text• Look for Toxic, Low Quality Links• Run Link Risk, Link Detox report
2015 SearchFest – Performing a Highly Technical SEO Audit
Presentation Phase
• Present the Data• Show the Results• Make it look great!
• Action Plan• Implementation Plan
2015 SearchFest – Performing a Highly Technical SEO Audit
Present The Results• Use internal or formal doc needed?• Who will implement?• Client’s developer? Outside developer?• Implement changes in-house?• MS Word doc, spreadsheets with data• PowerPoint needed for client meeting?
2015 SearchFest – Performing a Highly Technical SEO Audit
Present The Results - Document• Cover Page
• Table of Contents
• Overview (summary, positives, negatives)
• Website Crawlability (404s, 301s, One-Page issues)
• Content Optimization (site arch., keyword issues)
• Linking (Internal links, externals links, link profile)
• Overall Recommendations
2015 SearchFest – Performing a Highly Technical SEO Audit
Finally – Additional Lists• List of Priority Issues• Present Action Plan for Implementing
2015 NamesCon– Global SEO & Domain Preference – Thank You
Contact Me
Bill Hartzer
Senior SEO Strategist
Globe Runner SEO
Email: [email protected]
Mobile: (214) 236-4378
Office: (972) 538-0260
Web: http://www.globerunner.com
Blog: https://www.billhartzer.com
Twitter: @bhartzer
Facebook: http://www.facebook.com/bhartzer