Date post: | 17-Jan-2017 |
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#SMX #21A @BenjArriolaBenj Arriola Technical SEO Director - The Control Group
SEO AUDITTOOLS, TIPS & TRICKS
#SMX #21A @BenjArriola
Benj Arriola
Technical SEO DirectorThe Control Group
#SMX #21A @BenjArriola
SEO Breakdown
SEOOn-Page
Server Settings& Code
Web Designers, Web Developers,
Network Administrators
Content Writers
Off-Page LinksBuzz Makers,
Viral Marketers,
Content Promotion
SEO Diagnostics
Content Marketing
Foundational
Continuous
Content Marketing
SEO Diagnosti
cs
#SMX #21A @BenjArriola
SEO Diagnostics
Content Marketing
Foundational
Continuous
SEOOn-Page
Server Settings& Code
Web Designers, Web Developers,
Network Administrators
Content Writers
Off-Page LinksBuzz Makers,
Viral Marketers,
Content Promotion
Content Marketing
SEO Diagnosti
cs
Objective• Crawlable, Indexable• Information
Architecture• Optimized HTML
code• JS Frameworks• Page Speed• Mobile Optimization
SEO BreakdownTechnical SEO Diagnostic
#SMX #21A @BenjArriola
Xenu Link Sleuth
• Free• Uses local memory• Can export tab
delimited files• Very large sites can
be challenging• Scripting tools help
• Inexpensive• SaaS, runs in the
cloud• Not OS dependent• Not memory
dependent• Can run with your
computer off.• Tracks more SEO
factors.
Crawling Tools
• Inexpensive• Uses local memory• PC & Mac• Many other SEO
factors checked, existence of duplicate titles, audit of heading tags, etc.
#SMX #21A @BenjArriola
Crawling Tools DataSEO Issue Crawler Data What Crawling Tools
Can DoBroken Links Missing pages Identify all links leading
to missing pagesBad HTTP Status Headers
HTTP Headers List all 4xx, 5xx, non-301 redirects
No XML Sitemap Full URL List Generate XML Sitemaps
Blocked URLs Robots.txt or Noindex Meta Tag
List all pages block
AJAX Usage HTML code crawl Identify all pages using AJAX
OpenGraph Tags HTML code crawl Identify all pages with missing OpenGraph Tags
Thin Content Word Count Identify pages with thin content
Duplicate Content URL list, Titles and Meta Descriptions
Identify duplicate titles and meta descriptions. List down URL patterns that may contain duplicate content.
SEO Issue Crawler Data What Crawling Tools Can Do
Broken Links Missing pages Identify all links leading to missing pages
Bad HTTP Status Headers
HTTP Headers List all 4xx, 5xx, non-301 redirects
No XML Sitemap Full URL List Generate XML Sitemaps
Blocked URLs Robots.txt or Noindex Meta Tag
List all pages block
AJAX Usage HTML code crawl Identify all pages using AJAX
OpenGraph Tags HTML code crawl Identify all pages with missing OpenGraph Tags
Thin Content Word Count Identify pages with thin content
Duplicate Content URL list, Titles and Meta Descriptions
Identify duplicate titles and meta descriptions. List down URL patterns that may contain duplicate content.
Duplicate Content• www/no-www
example.com & www.example.com• Trailing slash
example.com & example.com/• Folder index/default page
/index.html, /default.htm, /index.php• Empty/Default/Zero Variables
?x=&y=1, ?x=0&y=1, ?y=1• Dynamic Parameter Order
?x=1&y=1, ?y=1&x=1• Tracking IDs/Session ID’s
?utm_source=social, ?sid=ncKFUECak• Page 1 Pagination
/products/, /products/page1• Print Version
/faqs/, /faqs/print, /faqs/?print=1• Faceted Navigation
/shoes/men/running/nike, /shoes/running/men/
• Infinite Loop/Recursive Folders/new/prod-x/, /new/new/prod-x/, /new/new/new/prod-x/
• Mobile Sitemobile.example.com, /m, /mobile, /mobi
• Secure & Non-Securehttp://example.com & https://example.com
#SMX #21A @BenjArriola
Information Architecture Tools
All indexed subdomains
Topic Hierarchy
Taxonomy / Folksonomy
…and a gazillion more out there…
#SMX #21A @BenjArriola
Site Architecture & SEO
Helps in the planning of the generation of XML sitemaps
Should be in a similar structure as the breadcrumb navigation
Reflects a similar topic hierarchy
• Topic Hierarchy
• Taxonomy• Folksonomy• Keyword
Research• Categorizati
on• Grouping by
Tags
Analyzing the existing site architecture may lead to many other things
Site Architectu
reTopic
Buckets
Breadcrumb
Navigation
URL Structure
XML Sitemap
#SMX #21A @BenjArriola
Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page SpeedContent
Marketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial
Linkable Assets
Passes Link Juice
Improves
RankingPasses Domain
Authority It is important to have everything under the same domain to maximize domain authority.
Site Architecture & SEO
#SMX #21A @BenjArriola
Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page SpeedContent
Marketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial
Linkable Assets
Passes Link Juice
Improves
RankingPasses Domain
Authority It is important to have everything under the same domain to maximize domain authority.
Site Architecture & SEO
Targets related keywords Branded
Search
Targets more specific long tails
Targets more general fat heads
#SMX #21A @BenjArriola
HTML, JS, CSS, etc.• Woorank• Website Grader• SEO Site checkup• Iwebchk
• W3C HTML Validator• HTML Validator Firefox Plugin
Code Audit Tools
• Code auditing tools are not 100% perfect and may not be 100% in-line with your SEO beliefs.
• Can automate some task making it easier to check some SEO issues.
• Having valid HTML markup is a good practice but does not necessarily give a significant boost in rankings.
#SMX #21A @BenjArriola
Schema / Microformats
• Just because microformats do not exist does not mean it is loosing a lot in search engine ranking.
• Microformats help out more in SERP appearance, help triggering rich snippets, and knowledge graphs.• Rich snippets descriptions & knowledge graphs may or
may not be helping you gain website traffic.• Microformats though not a strong ranking factor, if it
helps improve clickthrough rates, then the CTR can help improve ranking.
#SMX #21A @BenjArriola
• Disable JS & CSS• Web Developer Toolbar
• Headless Browsers*• Phantom JS• Selenium
• Prerender*• Prerender.io
JS Frameworks Using Heavy AJAXExamples of JS
Frameworks that can cause lots of SEO issues.
#SMX #21A @BenjArriola
Page Speed
YSlow
• Task Runners*• Grunt • Gulp
• Task Runner Automate:• Code
Minifying/Uglyfying• JS and CSS file
Consolidation• Image Quality /
Resolution Optimization
• Shortening Variables
• Removing Unnecessary Comments
#SMX #21A @BenjArriola
Mobile Optimization
• Mobile Phone Emulator
• Browser Resizer
• Google Pagespeed Insights
• Google Mobile Friendly Test
#SMX #21A @BenjArriola
Objective• Readability• Duplicate Content• Thin Content• Panda• Competitor
Content
SEO Content Audit
#SMX #21A @BenjArriola
ReadabilityReadability Scores:• Flesch-Kincaid, Gunning-Fog, Coleman-
Liau, SMOG Index, Automated Readability Index
• These tools automatically compute the readability scores of a webpage.
• Opinions vary on the results of test if they are effective measures of appropriate school grade levels of comprehension.
#SMX #21A @BenjArriola
Internal Duplicate Content
Duplicate Content
External Duplicate Content
#SMX #21A @BenjArriola
Thin Content
Roughly estimate if pages have this content by determining the word count on all pages.
#SMX #21A @BenjArriola
Panda Update
Overlay dates of Google updates on your Google Analytics Timeline
#SMX #21A @BenjArriola
Competitor Content
Add together keywords of your competitors and subtract keywords that already exist on your site to find new keyword opportunities.
#SMX #21A @BenjArriola
Audience Insights
Not just a plain social listening tool counting mentions. Find more on net sentiment, passion intensity, trending term associations, brand reputation, conversation drivers (people, sites and location), popular content and more!
#SMX #21A @BenjArriola
Objective• Link Quantity• Link Quality• Bad Links• Penguin
Backlink Profile Analysis
#SMX #21A @BenjArriola
Backlink Data Sources
The SearchEngines
The Crawlers
The toolsthat connect to thetools above
and a lot more…
#SMX #21A @BenjArriola
Quality vs. Quantity
Quantity Quality
#SMX #21A @BenjArriola
Quality vs. Quantity
Quantity Quality Quantity
Google Webmaster Tools
Bing Webmaster Tools Majestic Moz OpenSiteExplorer aHrefs Sistrix Link Research Tools CognitiveSEO SEMRush
Cemper Power*Trust
Quality (Power) Google PageRank # of Backlinks of the
Backlink Total Backlinks of the
Domain Keyword Focused Majestic Citation Flow Follow or No Follow Hosting Country Site Wide vs. Single
Page Cemper PowerTM
Quality (Authority & Trust)
TrustRank Google Indexed Moz Page Authority Moz Domain Authority IP Diversity Anchor Text Diversity Majestic Trust Flow Deep Linking Domain Age Domain Name Extensions
.gov/.edu/.org ccTLD
Cemper TrustTM
#SMX #21A @BenjArriola
• Moz Tool BarDomain Authority
• Link Research Tools Power*Trust
• Open SEO Stats
Browser Plugins for Score of Authority, Trust & Credibility
#SMX #21A @BenjArriola
Bad Links / Toxic Links
Unnatural Link Detection
#SMX #21A @BenjArriola
Enterprise SEO Platforms
#SMX #21A @BenjArriola
Enterprise SEO PlatformsIn alphabetical order…
Enterprise SEO Platforms They are not just reporting tools, they are analysis tools to help make better SEO
decisions. Data from multiple sources are not just displayed together, but also correlated to each
other. Saves tons of man hours in producing reports from pulling data manually from various
sources and putting them together using spreadsheets like MS Excel, Google Spreadsheets, etc.
Spend more time analyzing and optimizing than generating report views.
#SMX #21A @BenjArriola
Technical SEO Diagnostic
Summary
SEO Content
Audit
Backlink Profile Analysis
Enterprise SEO Platform
YSlow
Links to all tools will be available on: http://engineering.thecontrolgroup.com
#SMX #21A @BenjArriolaSEE YOU AT THE NEXT #SMX
THANK YOU!