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SEO Audit Workshop: Framework, Techniques And Tools
 

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Care about learning 'SEO Audit Workshop: Framework, Techniques And Tools'. You will find this deck presented by Mohit Maheshwari, MD, New Media Guru during Digital Marketing Webinar for Digital Vidya. ...

Care about learning 'SEO Audit Workshop: Framework, Techniques And Tools'. You will find this deck presented by Mohit Maheshwari, MD, New Media Guru during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/

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    SEO Audit Workshop: Framework, Techniques And Tools SEO Audit Workshop: Framework, Techniques And Tools Presentation Transcript

    • Digital Marketing Webinar SEO Audit Workshop : Framework , Technique and Tools 11th June , 2014 | Mohit Maheshwari (CEO , NEW MEDIA GURU) www.newmediaguru.co.uk www.digitalvidya.com
    • by  Mohit  Maheshwari    
    •   Speaker    •  About  Mohit  Maheshwari  (MD  -­‐  NEW  MEDIA  GURU)   •  13+  years  in  the  Internet  and  Technology  Industry   •  Worked  with  clients  in  more  than  25+  countries   •  Clients  range  from  large  established  brands    to  agencies     and  start  ups  globally   •  Member  of  TiE  ,  SEMPO  ,  IAMAI     •  Member  NASSCOM  NPC  MarkeHng  team   •  AcHve  speaker  ,  consultant    and  digital  enthusiast       •  About  NEW  MEDIA  GURU  www.newmediaguru.co.uk   •  Full  service  Digital  markeHng  agency  which  offers  Web  SoluHons  (  CMS  ,   Ecommerce  ,  Custom  ApplicaHon  Development)    ,  Mobile  app  development  ,   Search  Engine  and  Social  Media    MarkeHng  services.   •  Team  of  85+  digital  professionals   •  Established    in  2007    in  London  with  primarily  UK  clients  to  begin  with   •  Presence  in  US  ,  UK  ,  Australia    and  clients  in  over  30+  countries   •  Selected  in  NASSCOM  OrbitshiV  program   •  Member  of  IAMAI  ,MicrosoV  partner  network  (MPN  )  ,  Amazon  ConsulHng   Partner  (APN)  ,  Google  CerHfied  Adwords  Partner  ,  SEMPO  member,  TiE  
    • Agenda       1.  SEO  Audit  Process   2.  SEO  Audits  Tools   3.  SEO  Audit  ReporHng   4.  AcHonable  steps  from  SEO  audit  
    •   Some  pointers  for  Webinar       •  Webinar  is  being  recorded  and  will  be  available  on  Digital  Vidya   website  and  NEW  MEDIA  GURU’s  website  Newmediaguru.co.uk   Recording  will  be  available  in  2-­‐3  days   •  Slide  deck  will  be  uploaded  on  Slideshare.net/mohiHnhere   •  It  is  impossible  to  include  all  tacHcs,    factors,  scenarios  we  usually   include  in  our  SEO  audits  in  a  30  minute  presentaHon.     •  SEO  audits  usually  take  1-­‐2  hours  for  a  basic  level  audit  to  even  4-­‐5   days  for  Mid  level  audits.     •  Advanced  SEO  audits  are  not  part  of  scope  of  this  webinar.   •  So  use  your  own  knowledge  and  do  indepth  R  and  D  before  coming  to   a  conclusion  for  your  website  or  specific  scenario.   •  SEO  is  a  dynamic  field  ,  so  keep  yourself  updated  with  latest  news     •  Follow  up  on  this  presentaHon  via  twi`er  @mohiHnhere  
    • The  Iceberg     Image  credits:  Flicker  
    • Surface   SEO     OR     ON  Page     Amplified     SEO     OR     Deep  SEO                 S   E   O           S   T   R   A   T   E   G   Y   Technical   Content   Social   Links   •  Keyword   Research   •  Site  structure   •  Site  speed   •  Browser  and   Device   •  AnalyMcs   •  ANribuMon   Tracking         •  Trends  Report   •  Content  Themes   •  Audience  Survey   •  Blogging   •  Survey   •  Reports   •  Ebooks   •  Interviews   •  Whitepapers      •  DistribuMon   •  AmplificaMon   •  Virality   •  Influencer   •  Outreach     •  Contest   •  Channels-­‐  G+       •  Earned  and  NOT   Built   •  Brand  keywords/ anchor  text   •  Campaign  driven   •  Votes  
    • SEO  above     the  surface:     On  Page  SEO   •  Site  structure   •  Content   •  Title  ,  Meta  etc   •  Site  speed   •  Code  cleaning   •  Internal  linking   •  Authorship   •  Schemas   •  Sitemaps   •  Site  errors   •  Server  errors   •  URL  structure       SEO  below     the  surface:     Off    Page  SEO     •  Link  building   •  Anchor  text   •  Keyword  density   •  Website   neighbourhood   •  Guest  posMng   •  ArMcle   •  Directory  submissions   •  Local  submissions   •  Press  Releases         OversimplificaHon   of  Modern  SEO  
    • The  Cute  people  
    • Are  NOT  So  Cute  if  YOU    SPAM  !!  
    • SEO  AUDIT     Philosophy  ,  Framework,  Tools  ,  Process  ,     Project  management  
    •   Why  do  you  need  SEO  Audit  ?     •  SEO  audit  is  a  health  check  of  your   website   •  It  allows  you  to  discover  criHcal   issues  you  might  be  ignoring  or  not   aware  off     •  It  helps  in  managing  potenHal  risks   and  threats   •  It  helps  in  creaHng  an  acHon  plan   for  SEO  ,  Risk  MiHgaHon  and  tweaks   in  strategy   •  Helps  in  sehng  priority   •  Creates  roadmap  for  Web   development  teams  ,  SEO  ,  Content   team  ,  Social  team  
    • Some  Recommended  tools  for  Site  Audit   Purpose     Tool   Site  crawling     Screaming  Frog  SEO  Spider  (  Free  and  paid)   Xenu’s  Link  Sleuth  (  Free  -­‐Only  good  for  broken  links  reporHng)   Webmaster  ,   Keywords  and   AnalyHcs   Google  AnalyHcs  ,  Google  Websmaster  ,  Bing  webmaster   Google  Adwords  Keyword  planner     Local  SEO  Audits   Getlisted  /  Moz  Local  (  CitaHons)   Whitespark  (  CitaHons)   Brightlocal  (  CitaHons)   Site  Performance   check   Pingdom  ,  Gtmetrix  ,  Yslow  ,  New  Relic     SEO  On  page  Audits   Raven  Tools  ,  Moz     Link  profile  Audits   Moz  ,  MajesHc  SEO  ,  Raventools   CompeHtor  Audits   Moz  ,  MajesHc  SEO  ,  Raventools   Checklist  template   Anne  Cushings  Site  Audit  Check  list  (  make  your  own  custom  version  on   case  basis)   Tools  for  ReporHng   Excel  ,  Word  ,  Powerpoint   Screenshots    -­‐  Jing  –  Free  ,  SnagIt(  Paid)  
    • Audit  Philosophy   •  Importance  of  check  lists  in   our  work   •  How  to  create  check  lists   (  one  pager  for  each  theme)   •  How  to  ensure  check  list   cross  link  and  co  relate    to   the  broader  objecHve   •  Process  to  creaHng  checklist     •  For  improving  what  you   learn   •  For  teaching  team  members,   educaHng  clients  ,  other   partners  
    • Checklist  in  acHon  via  PM  Tools  
    • Anee  Cushing’s  -­‐  Biggest  Site  Audit  Checklist  
    • Create  your  own  version  –  based  on  case  by  case  needs   h`p://goo.gl/5HCxJK  
    • SEO  Audit  Reports    •  SEO  Audit  report  preparaHon  Tips   •  Use  Screenshots  tools    -­‐  Jing  (  Free)  ,  Snagit(  paid)  ,  Videos  recording    if   explaining  complicated    material  to  developer  sihng  outside  your  office   or  remotely  with  agency   •  Audit  items  should  be  grouped  themaHcally  for  easy  understanding   •  Technical   •  Link  Analysis   •  Content  and  Social  Analysis   •  CompeHtor  Analysis   •  Ensure  you  add  table  of  content   •  Interlink  the  document  and  cross  refer  with  the  excel  sheets  to  be  precise   •  Don’t  leave  things  open  to  interpretaHon.  Give  specific  examples  to  the   developer  where  need  be   •  Add  Excel  docs  as  SupporHng  document  with  the  main  report   •  Based  on  your  audit  outcome    ,Create  a  Todo  list  sorted  by  priority  A  ,  B  ,   C  for  the  developer  and  Digital  MarkeHng    team  (  SEO  ,  Content  ,  Link   building  ,  CitaHon  etc)  
    • SEO  Audit  report  resources           Template   Website  Audit   Books     Danny  Dovers  SEO  book  –  SEO  secrets  h`p://goo.gl/m6e3LK     Checklist   template   1.  Anne  Cushings  Site  Audit  Check  list  (  make  your  own  custom   version  on  case  by  case  basis)  h`p://goo.gl/ULIq3b   2.  Technical  Site  Audit  checklist  h`p://goo.gl/sE8ywV   3.  Danny  Dovers  15  minutes  Audit  check  list   h`p://goo.gl/DhZ0zv   4.   60  minute  SEO  checklist  h`p://goo.gl/O2Dt0b       SEO  audit  Case   study   AJ  Kohns  case  study  h`p://goo.gl/08NfMu     Main  document   template   Neil  Patel’s  Quicksprout  version  h`p://goo.gl/jBV8sd      
    • NMG  Audit  report  templates           SEO  Audit  Report  :  Master  Document  
    • NMG  Audit  report  templates     SEO  ImplementaHon  schedule  :  PrioriHzed  
    • NMG  Audit  report  templates     Analysis  Sheet  :  SupporHng  documents  
    • SEO  AUDIT     ExecuHng  the  Audit  
    •       Technical  Audit   Accessibility,  Indexability,   On  page  Factors  ,  Penalty  check   Link  Profile  Audit   Off  page  Factors     Content  +  Social   Audit   CompeHtor  Audit   SEO  AUDIT  
    • Technical  Audit      
    • Technical  Audit  Checkpoints     Areas   Website  Audit   Technical  Audit   •  Accessibility     •  Site  Performance   •  Index  ability   •  Search  Engine  Penalty     SemanHc    Audit   •  Content  Analysis   •  Link  Analysis   CompeHtor   Audit   •  Link  Graph   •  Type  and  No.  of  links   •  Link  Authority   •  Nature  of  links  (Built  or  Earned)  
    • Ensuring  Site  Accessibility   •  Robots.txt   •  Check  if  it’s  there  ?   •  Is  it  opHmized  ?       For  more  info:   robotstxt  .org   Google  Robots.txt  Guide   What  is  Robots.txt?    
    • Ensuring  Site  Accessibility   •  Robots  Meta  tags   •  Check  if  it’s  there  ?   •  Is  it  placed  properly  ?    
    • Ensuring  Site  Accessibility   •  H`p  Status  Code   Always  inventory  site’s  redirecHon  techniques.   Use  301  ONLY    -­‐  NO  302  HTTP  Redirects     5  Common  HTTP  ERRORS       •  HTTP  ERROR  500  (Internal  Server  Error)   •  HTTP  ERROR  403  (Forbidden)   •  HTTP  ERROR  404  (  Not  Found)   •  HTTP  ERROR  400  (Bad  Request)   •  HTTP  ERROR  401  (Unauthorized)     Tools:  Google  Webmaster,  Screaming  frog,  Xenu  
    • Ensuring  Site  Accessibility   •  Sitemap   •  Is  the  Sitemap  a  well-­‐formed  XML  document?  Does  it  follow  the   Sitemap  protocol?   •  Has  the  Sitemap  been  submi`ed  to  your  webmaster  tools  accounts?     •  Did  you  find  pages  in  the  site  crawl  that  do  not  appear  in  the   Sitemap?     •  Are  there  pages  listed  in  the  Sitemap  that  do  not  appear  in  the  site   crawl?     More  Info:  What  is  Sitemap       Sitemap  Tools:   Xenu,  Screaming  frog,  www.xml-­‐sitemaps.com  
    • Ensuring  Site  Accessibility   •  Website  Architecture   •  Is  it  user  friendly?   •  No.  of  clicks  to  reach  important  pages  ?   •  Are  NavigaHonal  links  are  easily  accessible  to  user  ?   •  Is  site  navigaHon  built  using  flash  or  Javascript  ?             More  Info:  Importance  of  link  architecture   Tools:     *GA:  Behavior  >  Site  Content  >  Content  Drilldown   **BWT:  Reports  &  Data  >  Index  Explorer   *Google  AnalyHcs,  **  Bing  Webmaster  Tool  
    • Ensuring  Site  Accessibility   •  Site  Performance   •  Google  Page  Speed     •  Pingdom     •  Gtmetrix       •  Advanced  Tool:     •  New  Relic    
    • Checking  Indexability   •  Site:command   •  Index  Sanity  check   •  Page  Searches   •  Brand  Searches   •  Search  Engine  Penalty    
    • Checking  Indexability   •  Site:Command  (  1000  Z  view)   •  It  is  a  rough  esHmate   •   EsHmated  index  count  can  help  idenHfy  one  of  three  scenarios:   •  The  index  and  actual  counts  are  roughly  equivalent     •  The  index  count  is  significantly  smaller  than  the  actual  count     •  The  index  count  is  significantly  larger  than  the  actual  count           •  If  you  suspect  a  duplicate  content  issue,  append  "&start=990"  to  the  end  of  the  URL  in  your   browser  and  then,  look  for  Google's  duplicate  content  warning  at  the  bo`om  of  the  page.  The   warning  message  will  look  similar  to  this:          .      
    • Checking  Indexability   •  Index  Sanity  check  (100  Ft  view)   •  We  need  to  make  sure  the  search  engines  are  indexing  the  site's  most   important  pages.   •  Page  searches   •  search  for  a  specific  page's  URL  to  check  if  it  is    indexed:       •  If  you  don't  find  the  page,  double  check  its  accessibility.  If  the  page   is  accessible,  you  should  check  if  the  page  has  been  penalized.   •  Brand  Searches      
    • Check  and  Resolve  Search  Engine  Penalty  (if  any)   •  Check  for  search  engine  penalHes   •  On  Page  Ranking  Factors   •  Off  Page  Ranking  Factors  
    • Check  for  Penalty   If  your  site  is  penalized    don’t  be  scared            
    • Check  for  Penalty   Fix  the  Site's  Penalized  Behavior  
    • Check  for  Search  Engine  Penalty   1. Make  Sure  You've  Actually  Been   Penalized   2. IdenHfy  the  Reason(s)  for  the   Penalty   3. Fix  the  Site's  Penalized  Behavior   4. Request  ReconsideraHon    
    • Check  for  Penalty   •  Make  Sure  You've  Actually  Been  Penalized   •  Google  AnalyMcs:   •  Google  Webmaster:  If  you  see  something  likewise  this,  there  is  some   issue.   •  Also  check  webmaster  message  as  well.    
    • Check  for  Penalty   •  IdenHfy  the  Reason(s)  for  the  Penalty     Helpful  Tool  :  Panguin  Tool  2.0  by  Barracuda  Digital   hFp://goo.gl/10BL1i    
    • Check  for  Penalty   •  Take  a  deep  dive  on  what  type  of  penalty  is   applied  on  your  website     (Check  On  page  +  Offpage  factor)   •  Few  Usual  Suspects   •  Unnatural  Links  –  Penguin   •  Panda     •  User  Generated  Content  spam   •  Paid  links  in  advertorials  and  perhaps  elsewhere   •  Paid  links  in  the  form  of  discount  offers   •  Selling  links  to  other  websites   •  Cloaking   •  Doorway  pages    
    • Check  for  Penalty   •  Request  ReconsideraHon   “Google  wants  to  see  you  have  made  genuine  efforts  to  liS  penalty!”           Google  doc  tracking  all  efforts  and   giving  report  to  Google  at   ReconsideraHon  stage   Submit  your  case  with  proper   explanaHon:  (Example  email)    
    •   On  Page  Ranking  Factors    •  URLs   •  URL  based  duplicate  content   •  Content  (  plus  check  for)   •  InformaHon  Architecture   •  Keyword  Cannibalism   •  Duplicate  Content   •  HTML  Markup   •  Titles   •  Meta  DescripHons   •  Other  <head>  Tags   •  Images  –  should  contain  descripHve  name  along  with  Alt  and   Htle  tag.   •  Outlinks  –  No.  of  outbond  links  to  other  website   •  Other  <body>  Tags  –  like  Heading  tag  
    • On  Page  Ranking  Factors    •  Tools  to  check  and  resolve  on  page  issues       Name   Website   MOZ   Moz.com   Screaming  Frog     www.screamingfrog.co.uk/seo-­‐spider/     Google  Webmaster  tool   h`ps://www.google.com/webmasters/ tools/   Site  Liner   siteliner.com   Google  Page  Speed   h`ps://developers.google.com/speed/ pagespeed/insights   MajesHc  SEO   majesHcseo.com   Google  AnalyHcs   h`p://www.google.com/analyHcs/   Schema  Validator   Schema  Validator   Raven  tools   raventools.com  
    •   On  Page  Ranking  Factors    •  Resolving  issues  and  tracking  :  MOZ  ,  GWT  ,Raven      
    • Other  Pro  Tips  (  General)     •  Check  domain  expiry  and  if  it’s  <1  year,  we  recommend  it  to   book  for  next  10  years   •  Check  what  sort  of  plugins  are  there,  if  some  important   plugins  are  missing  recommend  those  to  developer   •  Check  what  backup  plan  is  there  in  case  of  virus  a`ack  or   hacking  a`empt,  in  case  it’s  not  available  recommend  it  to   developer   •  Check  website  hosHng  and  recommend  some  be`er  hosHng   soluHons  like  AWS  or  some  other  cloud  hosHng  provider   •  In  Ecommerce  recommend  a  cart  abandonment  email   soluHon.    
    •   Off  Page  Ranking  Factors    •  Popularity   •  Trustworthiness   •  Backlink  Profile   •  Authority   •  Social  Engagement   •  CitaHon  –  Local  SEO  
    • Off  Page  Ranking  Factors    •  Analyze  Links  :  MOZ  ,  GWT  ,  Ahrefs  ,  Raven  Tools  
    • Off  Page  Ranking  Factors    •  Anchor  text  distribuHon  :  Tool  Ahrefs   •  Keep  Dollar  keyword  %  age  less  and  brand  keyword  significantly  higher    in   Anchor  text.  Use  Co  CitaHon   •  Ensure  the  link  profile  has  no  follow  links  and  not  just  do  follow    
    •   CompeHHve  Analysis    •  Compare  your  link  profile    with  CompeHtors  Link  Profile   Complete  details  on  this  method  on  this  post      :  Link  Profile  Tool  
    •   CompeHtor  link  analysis  :  OSE      
    • CitaHon  Building  and  Tracking    
    • CitaHon  Building  and  Tracking    
    • CONTENT  AUDIT      
    • Why  Do  You  Need  Content  Audit?   A  content  audit  will  help   you  collect  informaHon   you  need  to:     •  Review  current   informaHon  architecture   (site  structure,  navigaHon   systems)   •  Website  InformaHon   architecture  for  new   design   •  Develop  your  content   matrix     Image  courtesy  :  DisHlled  
    • How  to  Perform  a  Content  Audit   Step  1  -­‐  Get  list  of  your  webpages   Extract  a  report  from  your  CMS  (  if  feature  available).     You  may  be  able  to  collect  extra  informaHon  about  each  page,   like  the  metadata  (page  Htle,  keywords),  Heading  tags,  Image  alt   tag,  canonical  url  etc.     If  CMS  does  not  support  ,  you   could  use  one  of  these  free   tools  to  crawl  your  site   (  limitaHons  apply)  :     Screaming  Frog  (  Paid)   Xenu  Link  Sleuth  (Windows)    
    • How  to  Perform  a  Content  Audit   Step  –  2  Create  a  spreadsheet  with  all  of  your  data.     A  few  good  things  to  add  to  your  spreadsheet  include:     •  Date  of  the  audit   •  Title  of  the  content   •  Category   •  Keywords  and  audience   •  Timely  or  evergreen   •  Needs  changing   •  Traffic   •  Social  popularity   •  URL   •  Author  
    • How  to  Perform  a  Content  Audit   Step  3:  Collect  Traffic  and  Conversion  Data     Add  a  few  extra  columns  at  the  end  to  accommodate  the  following  (  from  GWT)  :   1.  Impressions   2.  Clicks   3.  Click-­‐Through  Rate   4.  If  available,  Average  rank.             Bonus  Metrics  (  from  GWT  and  GA)  :     •  Top  3  referring  (non  branded)  keywords  for  each  page     •  Bounce  Rate,  Exit  Rate,  or  Time  on  Page.   •  Unique  Page  Views  –  With  this,  you’ll  idenHfy  pages     which  visitors  are  acHvely  consuming,  regardless      of  source.       Tools  used  –  Google  AnalyMcs,  Google  Webmaster  
    • How  to  Perform  a  Content  Audit   Step  4  –  Detect  Duplicate  content  (internal)   Tool  Name   Website   SEOmoz    Crawl  Test   Moz.com   Screaming  Frog:  Hash   (Apply  condiHonal   formahng  to  column  to   catch  duplicates)   www.screamingfrog.co.uk/seo-­‐spider/   GWT   For  HTML  improvement  –  Duplicate   Htles  ,  Long  Htles  etc   DMCA  ,  Copyscape   DMCA,  Copyscape  -­‐  Content  protecHon   (  external)   Siteliner   Detects  internal  duplicate  content  
    • How  to  Perform  a  Content  Audit   Step  5  -­‐  Study  CompeMtors     Take  a  deep  dive  into  your  compeHtors'  content  assets  to   do  a  side-­‐by-­‐side  comparison.     •  Where  are  the  content  gaps?     •  Which  content  assets  are  they  targeHng  the  same   audience  with?   •  How  is    their  content  be`er  ?     Tools  used  -­‐  MajesHcSEO,  Ahrefs,  or  Open  Site  Explorer  
    • Ways  to  Get  More  From  Your  Top  Content   •  Repurpose  top  content    -­‐     –  Ebook  to  Blog  ,  Blog  to  ebook   –  Blog  to  Info  graphic   –  Whitepaper  to  Videos   –  Videos  to  blogpost   •  Update  top  content   –  Make  it  latest  ,  fresh  ,  integrate  social  interacHon  /  cha`er   •  SEO  opHmize  top  content   •  Conversion  opHmize   –  Call  to  acHon  ,  forms  ,  Phone  no.  ,  email  newsle`er   subscripHon    
    •      +   The    Iceberg     Check  out    Slides        hNp://goo.gl/yXrjsh              Video  -­‐  hNp://goo.gl/7xmgkR    
    •     Thank  You     Mohit  Maheshwari   mohit@newmediaguru.co.uk     www.facebook.com/newmediaguru     @new_media_guru     @mohiHnhere   h`p://in.linkedin.com/in/mohiHnhere   www.newmediaguru.co.uk    
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