How to Perform SEO Audits

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Pubcon Vegas 2013 slide deck on how to perform forensic SEO audits on web sites regardless of the size of the site

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  • How to Perform SEO Audits

    1. 1. How to Perform SEO Audits Presented by: Alan Bleiweiss http://AlanBleiweiss.com @AlanBleiweiss
    2. 2. Alan Bleiweiss • Forensic SEO Consultant • SEO Services Since 2001 • Audit Sites w/up to 150 million pages @AlanBleiweiss
    3. 3. Why An Audit Is Vital • Discover Issues You Weren’t Even Aware Of • Know Where To Prioritize Efforts • Establish a Step by Step Action Plan • Everyone Works From The Same Roadmap @AlanBleiweiss
    4. 4. Why An Audit Is Vital • Get Real Results @AlanBleiweiss
    5. 5. Why An Audit Is Vital • Become Sustainable @AlanBleiweiss
    6. 6. Caveats • It’s impossible to include every factor, every tactic, and every consideration I include in my audits in a 20 minute presentation. • Every situation is unique, so take what works for you from this presentation, and leave the rest. @AlanBleiweiss
    7. 7. How To Perform SEO Audits • • • • • • Strategic Vs. Tactical Pre-Contract Questions Info Needed To Get Started Data To Gather Evaluation Process The Action Plan - What To Include @AlanBleiweiss
    8. 8. Strategic SEO Audits – – – – – High Level / Bigger Picture Macro View Sample & Scan Top Priority Recommendations Only Don’t Overwhelm the Client @AlanBleiweiss
    9. 9. Tactical SEO Audits – One Tactical Audit to address each issue found in strategic audit – 1st Step in the implementation Sequence – Granular Focus – Details Matter @AlanBleiweiss
    10. 10. Pre-Contract Questions • What is the domain you want audited? • Why do you think you need an audit? • What are your goals? – Short / mid-term / long term @AlanBleiweiss
    11. 11. Info to Get Started • List all the sites, domains, sub-domains you own – Check with site:domain.com –www – site:domain.com –www –subd –subd2 etc. • Have you received a manual penalty notice? • What SEO have you done since January 1? • Provide admin access to Analytics/GWT/BWT @AlanBleiweiss
    12. 12. Data to Gather • Competitive Landscape – G Pgs Indexed / Inbound Followed Links / Inbound Followed Roots / LTR Ratio @AlanBleiweiss
    13. 13. Data to Gather • SEMRush Top Competitor Visibility Timeline Charts @AlanBleiweiss
    14. 14. Data to Gather • SEMRush Rankings sort by highest volume @AlanBleiweiss
    15. 15. Data to Gather • SEMRush Ranking Changes @AlanBleiweiss
    16. 16. Data to Gather • OSE Followed Links Export @AlanBleiweiss
    17. 17. Data to Gather • OSE Followed Link Anchor LTR @AlanBleiweiss
    18. 18. Data to Gather • GWT top Linking Domains Export @AlanBleiweiss
    19. 19. Data to Gather • GWT Internal Links @AlanBleiweiss
    20. 20. Data to Gather • GWT Index Status @AlanBleiweiss
    21. 21. Data to Gather • GWT Visibility Timeline @AlanBleiweiss
    22. 22. Data to Gather • GWT Site Messages @AlanBleiweiss
    23. 23. Data to Gather • Don’t Ignore “Manual Actions” Section @AlanBleiweiss
    24. 24. Data to Gather • GA Year Over Year Comparisons If Applicable @AlanBleiweiss
    25. 25. Data to Gather • GWT Sitemap Report @AlanBleiweiss
    26. 26. Data to Gather • GWT Structured Data Report @AlanBleiweiss
    27. 27. Data to Gather • GWT Crawl Error Reports @AlanBleiweiss
    28. 28. Data to Gather • Site Processing Speed /CSS/Markup Errors – – GA / URIValet / WebPageTest /W3C Validators @AlanBleiweiss
    29. 29. Data to Gather • GA Slowest Page Processing Speeds @AlanBleiweiss
    30. 30. Data to Gather • GA Page Processing Speed Short Term & Historic @AlanBleiweiss
    31. 31. Data to Gather • Google Page Speed Insights Grades @AlanBleiweiss
    32. 32. Data to Gather • WebPageTest.org Page Grades @AlanBleiweiss
    33. 33. Data to Gather • Screaming Frog Sample Crawl – 10,000 pages max for a strategic audit – Export Important Data • • • • • • • • Redirected Links Dead End Links Page Titles H1 tags HTML Page WordCounts (on 200 status pages only) Meta Descriptions Meta Keywords Meta Robots @AlanBleiweiss
    34. 34. Data to Gather • Screaming Frog Sample Crawl Value @AlanBleiweiss
    35. 35. Data to Gather • Social Media Engagement @AlanBleiweiss
    36. 36. Other Data To Gather • When Appropriate Also Include – – – – – – Local Directory Listing Report City Specific Keyword Rankings Panguin Tool Timeline Report eCommerce Trends Report Indexation & Inbound Link Report for SubDomains Indexation & Inbound Link Report for Niche Domains @AlanBleiweiss
    37. 37. Evaluation Process • Look for Patterns that cause you to scratch you head • Look for Obvious Outliers • Ask – Does this signal confirm QUART? – – – – – Quality Uniqueness Authority Relevance Trust @AlanBleiweiss
    38. 38. Evaluation Process • Look for Conflicting Signals – Robots.txt vs. Canonical vs. Meta Robots vs. Nofollow – Topical Focus • • • • • • Page Title – Phrase 1 & Phrase 2 URL – Phrase 3 Breadcrumb – Phrase 4 H1 Phrase 5 Content Phrases 1, 3, 4, 6, 11 Inbound Links Phrases 7 through 55 @AlanBleiweiss
    39. 39. Evaluation Process • Look for Conflicting Signals – Topical Dilution • “Related Content” Widget • “Also Viewed” Widget • “Top Articles” Widget • Not Enough Volume of Unique Content @AlanBleiweiss
    40. 40. Evaluation Process • Duplicate Content Issues – www vs. non-www vs. https vs numeric IP – On-site search – Faceted navigation • Most Popular / Highest to Lowest / Red / Newest / On Sale – Too many pages with extremely thin content – Multi-Site Duplication @AlanBleiweiss
    41. 41. Action Plan • Cover Sheet • Table of Contents • Executive Summary – Overview – Positive bullet points – Negative bullet points @AlanBleiweiss
    42. 42. Action Plan • PRIORITY ISSUE – – – – – – – – Problem Why this is important Example URLs Data Snippets Reference to Tab X in accompanying Spreadsheet Screen-Shots Conclusion Recommendation @AlanBleiweiss
    43. 43. Action Plan • PRIORITY ISSUE – Problem – Why this is important – Sub-Issue 1 • • • • Example URLs Reference to Tab X in accompanying Spreadsheet Screen-Shots Data Snippets – Sub-Issue 2 • • • • Example URLs Reference to Tab X in accompanying Spreadsheet Screen-Shots Data Snippets – Conclusion – Recommendation @AlanBleiweiss
    44. 44. Action Plan • Don’t Forget Disclaimers – – – Can’t know which links are passing false positive signals May see short term drop in organics during transition Can’t guarantee when stability will occur • Acknowledge that other non-SEO business cases may override recommendations @AlanBleiweiss
    45. 45. SEO Audit Tools & Resources • • • • • • • • • • • • http://OpenSiteExplorer.org http://URIValet.com http://WebPageTest.org http://AuthorityLabs.com http://SEMRush.com http://jigsaw.w3.org/css-validator/ http://validator.w3.org/ http://www.google.com/webmasters/tools/richsnippets https://developers.google.com/speed/pagespeed/insights/ http://www.screamingfrog.co.uk/seo-spider/ http://barracuda-digital.co.uk/panguintool/ http://moz.com/google-algorithm-change @AlanBleiweiss
    46. 46. In Conclusion Be Awesome Don’t Be An #Asshat Presented by: Alan Bleiweiss http://AlanBleiweiss.com @AlanBleiweiss

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