The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009

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

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

Part Art...
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

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

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

The Big 4 Factors
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

SIZZLE!

Documenting Issues
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

More Cool Tools
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

The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009

by Adam Audette on Jun 11, 2009

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The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009 — Presentation Transcript