Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

From SEO Theory To Business Success - Turning SEO Audits in to Real World Profit

939 views

Published on

Slides from my talk at UnGagged Las Vegas 2017, where I spoke about ensuring your SEO audits help a business achieve tangible success.

Published in: Internet
  • Be the first to comment

From SEO Theory To Business Success - Turning SEO Audits in to Real World Profit

  1. 1. @badams #GetUnGagged @badams #GetUnGagged From SEO Theory To Business Success Turning SEO Audits in to Real-World Profit Barry Adams Polemic Digital 13 November
  2. 2. @badams #GetUnGagged Barry Adams ➢ Doing SEO since 1998 ➢ Founder of Polemic Digital ➢ Co-Chief at State of Digital
  3. 3. @badams #GetUnGagged @badams #GetUnGagged What is an SEO Audit?
  4. 4. @badams #GetUnGagged
  5. 5. @badams #GetUnGagged
  6. 6. @badams #GetUnGagged Start of an Improvement Process Analysis of a website using applied SEO theory to initiate a process towards improved organic search visibility. SEO Audit
  7. 7. @badams #GetUnGagged https://jamesclear.com/marginal-gains
  8. 8. @badams #GetUnGagged SEO Audit Model 1. Technology 2. Relevancy 3. Authority
  9. 9. @badams #GetUnGagged Web Search Engines Three distinct processes: 1. Crawler 2. Indexer 3. Query Engine
  10. 10. @badams #GetUnGagged Web Crawler (Googlebot) • Spiders the web; ➢ Starts with list of pages from previous crawls and XML sitemaps • Extracts hyperlinks and adds to crawl queue • Retrieves new and changed content • Access can be restricted with robots.txt
  11. 11. @badams #GetUnGagged Elements of the Crawler • Crawl ‘Politeness’; ➢ How fast can we crawl a site? • URL Importance; ➢ How often do we need to recrawl a URL? • HTML Parser; ➢ Can we find links in the crawled URL?
  12. 12. @badams #GetUnGagged Crawler: HTML Parser
  13. 13. @badams #GetUnGagged Indexer (Caffeine) • Analyses content • Analyses links • Analyses webpage layout • Can be influenced with meta tags
  14. 14. @badams #GetUnGagged Elements of the Indexer • Web Rendering Service; ➢ Renders webpages as a browser would (Chrome 41) • PageRanker; ➢ Calculates a URL’s PageRank • Canonicalisation; ➢ Determines the canonical URL
  15. 15. @badams #GetUnGagged PageRanker • Calculates each canonical page’s PageRank; ➢ Links, links, links ➢ Internal and external links both count ➢ PageRank Damping factor • Feeds back to the crawler; ➢ High PR = high crawl priority
  16. 16. @badams #GetUnGagged Web Rendering Service https://developers.google.com/search/docs/guides/rendering
  17. 17. @badams #GetUnGagged Web Rendering Service • Chrome 41 is the rendering engine • Stateless; ➢ No cookies are saved ➢ Local & Session Storage is cleared
  18. 18. @badams #GetUnGagged Query Engine • Tries to understand the intent of the search; ➢Context ➢Synonyms ➢Entities • Retrieves relevant pages from the index • Ranks pages based on; ➢Content relevance ➢Authority signals ➢Freshness
  19. 19. @badams #GetUnGagged SEO Audit Model Crawler Indexer Query Engine Technical SEO On-Page SEO Off-Page SEO
  20. 20. @badams #GetUnGagged C-Suite Developers / IT Marketing SEO and Corporate Roles Technical SEO On-Page SEO Off-Page SEO
  21. 21. @badams #GetUnGagged @badams #GetUnGagged Writing Audit Reports
  22. 22. @badams #GetUnGagged https://www.annielytics.com/comprehensive-self-guided-site-audit-checklist/
  23. 23. @badams #GetUnGagged Only IncludeWhat Needs The checklist should be provided as an attachment
  24. 24. @badams #GetUnGagged Omit The Trivial Stuff .
  25. 25. @badams #GetUnGagged
  26. 26. @badams #GetUnGagged Concise and Light on Jargon If you can’t explain it simply, you don’t understand it yourself
  27. 27. @badams #GetUnGagged
  28. 28. @badams #GetUnGagged
  29. 29. @badams #GetUnGagged
  30. 30. @badams #GetUnGagged
  31. 31. @badams #GetUnGagged Three Main Audiences 1. C-Suite 2. Marketers 3. Tech
  32. 32. @badams #GetUnGagged C-Suite • Summary of key points; ➢ No jargon • Don’t Apportion Blame; ➢ You need to keep marketing & tech on side • Show Them The Money; ➢ Estimate the positive impact of your recommendations
  33. 33. @badams #GetUnGagged Marketing • Your Job = Make Marketing Look Good • SEO is a process; ➢ Not a one-off activity • Competitors aren’t doing everything right either; ➢ Don’t imitate, innovate • Give them the tools; ➢ Teach a man how to fish…
  34. 34. @badams #GetUnGagged Tech • Speak Their Language; ➢ Understand their paradigm • Basic Concepts You Need To Get Across: ➢ How search engines work ➢ URLs are sacred ➢ SEO benefits Tech • Don’t Tell Them How, Tell Them Why; ➢Outcome focused – they can find their own path
  35. 35. @badams #GetUnGagged @badams #GetUnGagged Implementation
  36. 36. @badams #GetUnGagged Turn Them In To (Novice) SEOs
  37. 37. @badams #GetUnGagged https://developers.google.com/
  38. 38. @badams #GetUnGagged
  39. 39. @badams #GetUnGagged Show Them The Rewards
  40. 40. @badams #GetUnGagged Persistence
  41. 41. @badams #GetUnGagged
  42. 42. @badams #GetUnGagged @badams #GetUnGagged What I’ve Learned About SEO From 60+ SEO Audits…
  43. 43. @badams #GetUnGagged
  44. 44. @badams #GetUnGagged What is The Maximum Length of a Title Tag?
  45. 45. @badams #GetUnGagged Visual limit: ± 70 characters / 512 pixels Index limit: ? • https://www.davidnaylor.co.uk/how-many-page-title-characters-does-google-index.html • https://moz.com/blog/title-tags-is-70-characters-the-best-practice-whiteboard-friday • https://www.hobo-web.co.uk/title-tags/
  46. 46. @badams #GetUnGagged
  47. 47. @badams #GetUnGagged
  48. 48. @badams #GetUnGagged 110 Characters
  49. 49. @badams #GetUnGagged Title Tag = Headline + Brand 110 – 3 = 107 – (# of Brand Name characters) = Max Headline Length in CMS
  50. 50. @badams #GetUnGagged How Up To Date are Error Reports in Google Search Console?
  51. 51. @badams #GetUnGagged
  52. 52. @badams #GetUnGagged Search Console Reports 1. Crawler 2. Indexer 3. Query Engine
  53. 53. @badams #GetUnGagged NotVery Up-To-Date…
  54. 54. @badams #GetUnGagged Are XML Sitemaps for Discovery?
  55. 55. @badams #GetUnGagged
  56. 56. @badams #GetUnGagged Web Crawl is Supreme
  57. 57. @badams #GetUnGagged
  58. 58. @badams #GetUnGagged XML Sitemaps • XML Sitemaps supplement web crawls; ➢ They never replace a crawlable site • URLs in XML sitemap have slightly higher crawl priority; ➢ No guarantee for crawling or indexing • Priority & Changefreq tags are ignored; ➢ Lastmod tag is taken in to account
  59. 59. @badams #GetUnGagged How Many XML Sitemaps Can You Include in a Sitemap Index?
  60. 60. @badams #GetUnGagged
  61. 61. @badams #GetUnGagged However…
  62. 62. @badams #GetUnGagged
  63. 63. @badams #GetUnGagged @badams #GetUnGagged ThankYou Follow me: @badams Email me: barry@polemicdigital.com

×