How to Perform an SEO Audit

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How to perform a technical SEO Audit. From Bill Hartzer's session at the 2015 SearchFest conference in Portland, here is the presentation about performing a highly technical SEO Audit of a website. Bill Hartzer has literally performed hundreds of SEO Audits over the past 10 years, and is a master at performing highly technical SEO Audits of websites. He is the Senior SEO Strategist at Globe Runner, based in Dallas, Texas.

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How to Perform an SEO Audit

  1. 1. 2015 SearchFest – SEMpdx Performing a Technical SEO Audit
  2. 2. 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
  3. 3. 2015 SearchFest – Performing a Highly Technical SEO Audit Overview • Gather Data • Analyze • Present Results
  4. 4. 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?
  5. 5. 2015 SearchFest – Performing a Highly Technical SEO Audit Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad)
  6. 6. 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
  7. 7. 2015 SearchFest – Performing a Highly Technical SEO Audit Screaming Frog
  8. 8. 2015 SearchFest – Performing a Highly Technical SEO Audit OptiSpider
  9. 9. 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
  10. 10. 2015 SearchFest – Performing a Highly Technical SEO Audit Siteliner.com
  11. 11. 2015 SearchFest – Performing a Highly Technical SEO Audit Bing Webmaster Tools
  12. 12. 2015 SearchFest – Performing a Highly Technical SEO Audit Bing Webmaster Tools • Spot issues to fix
  13. 13. 2015 SearchFest – Performing a Highly Technical SEO Audit Google Webmaster Tools
  14. 14. 2015 SearchFest – Performing a Highly Technical SEO Audit Google Webmaster Tools
  15. 15. 2015 SearchFest – Performing a Highly Technical SEO Audit Moz Campaign
  16. 16. 2015 SearchFest – Performing a Highly Technical SEO Audit SEMRush Site Audit
  17. 17. 2015 SearchFest – Performing a Highly Technical SEO Audit Website Log Files • Weblog Storming, AwStats
  18. 18. 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
  19. 19. 2015 SearchFest – Performing a Highly Technical SEO Audit Gather Off-Site Data • It’s not all about on-site and on-page.
  20. 20. 2015 SearchFest – Performing a Highly Technical SEO Audit Google Webmaster Tools Links
  21. 21. 2015 SearchFest – Performing a Highly Technical SEO Audit Ahrefs Links
  22. 22. 2015 SearchFest – Performing a Highly Technical SEO Audit Majestic.com Links
  23. 23. 2015 SearchFest – Performing a Highly Technical SEO Audit Majestic.com Topic Review
  24. 24. 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
  25. 25. 2015 SearchFest – Performing a Highly Technical SEO Audit Majestic Anchor Text Review
  26. 26. 2015 SearchFest – Performing a Highly Technical SEO Audit URIValet.com • Check Server Headers
  27. 27. 2015 SearchFest – Performing a Highly Technical SEO Audit WebPageTest.org • Page Performance
  28. 28. 2015 SearchFest – Performing a Highly Technical SEO Audit Miscellaneous Data to Review • All sorts of extras
  29. 29. 2015 SearchFest – Performing a Highly Technical SEO Audit Site Speed, DNS Health • Tools.Pingdom.com
  30. 30. 2015 SearchFest – Performing a Highly Technical SEO Audit Site Speed Review – Google Analytics
  31. 31. 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
  32. 32. 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?
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 2015 SearchFest – Performing a Highly Technical SEO Audit Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local
  37. 37. 2015 SearchFest – Performing a Highly Technical SEO Audit Local Citations – Separate Audit • Are citations correct? • Same address, suite #, phone number?
  38. 38. 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…
  39. 39. 2015 SearchFest – Performing a Highly Technical SEO Audit Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes!
  40. 40. 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?
  41. 41. 2015 SearchFest – Performing a Highly Technical SEO Audit Panda or Penguin Issues? • Verify with SEMRush, Google Analytics • Moz Google Algorithm Change History moz.com/google-algorithm-change • Panguin Tool barracuda-digital.co.uk/panguin-tool/
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 2015 SearchFest – Performing a Highly Technical SEO Audit Presentation Phase • Present the Data • Show the Results • Make it look great! • Action Plan • Implementation Plan
  47. 47. 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?
  48. 48. 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
  49. 49. 2015 SearchFest – Performing a Highly Technical SEO Audit Finally – Additional Lists • List of Priority Issues • Present Action Plan for Implementing
  50. 50. 2015 NamesCon– Global SEO & Domain Preference – Thank You Contact Me Bill Hartzer Senior SEO Strategist Globe Runner SEO Email: Bill@GlobeRunner.com 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

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