The Art & Science of Site Audits Adam Audette SEO with Many Hats

Site audits are extremely intensive Rely on experience Problem solving is crucial Basics can easily be taught Takes time to learn deeply

Site audits are extremely intensive

Rely on experience

Problem solving is crucial

Basics can easily be taught

Takes time to learn deeply

I’m the SEO with many hats (and they’re all white)

Brief Background 2 nd generation search marketer John Audette, Outrider President at AudetteMedia, Inc Search Marketing Boutique Oversee SEO at Zappos With Zappos since 2001 Lead SEO Strategy for international agency Key partnership with AudetteMedia

2 nd generation search marketer

John Audette, Outrider

President at AudetteMedia, Inc

Search Marketing Boutique

Oversee SEO at Zappos

With Zappos since 2001

Lead SEO Strategy for international agency

Key partnership with AudetteMedia

Part Art... Follow your nose Use your experience Requires diligence Requires trust

Follow your nose

Use your experience

Requires diligence

Requires trust

Part Science... Use tools to diagnose Undergo calculated investigation Check for set factors Document carefully

Use tools to diagnose

Undergo calculated investigation

Check for set factors

Document carefully

On-page Domains Sections & Categories Pages Media A Framework for SEO Audits

On-page

Domains

Sections & Categories

Pages

Media

Off-page Backlinks (quantity, quality) Social Media Signals Cache Date(s), Indexed Pages Toolbar PageRank A Framework for SEO Audits

Off-page

Backlinks (quantity, quality)

Social Media Signals

Cache Date(s), Indexed Pages

Toolbar PageRank

The Big 4 Factors URLs Site Architecture & Navigation Product-level Pages Site Latency

URLs

Site Architecture & Navigation

Product-level Pages

Site Latency

What about Deliverables? Summarize Keep it Prioritized Keep it Actionable Build in Follow-up Sizzle Matters

Summarize

Keep it Prioritized

Keep it Actionable

Build in Follow-up

Sizzle Matters

SIZZLE!

Documenting Issues Problem Impact Recommended Solution(s)

Problem

Impact

Recommended Solution(s)

Some Cool Tools Google Searches site: + inurl: / intitle: Lynx / SEO-browser.com Charles / ySlow Various Toolbars WAVE Web Developer SEO Book

Google Searches

site: + inurl: / intitle:

Lynx / SEO-browser.com

Charles / ySlow

Various Toolbars

WAVE

Web Developer

SEO Book

More Cool Tools Linkscape SEMRush wget Log Analysis

Linkscape

SEMRush

wget

Log Analysis

http://www.audettemedia.com/blog/seo-diagnostics-tool

SEO for Information Architecture http://www.audettemedia.com/blog/seo-guide-information-architecture

Thank you! Adam Audette @audette www.audettemedia.com