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

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Slides from my talk at the 2017 Marketing Business Summit in Milan, where I spoke about how to deliver effective SEO audits that can help a company improve its online performance.

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

  1. 1. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Barry Adams Polemic Digital From SEO Theory To Business Success; Turning SEO Audits in to Real-World Profit
  2. 2. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Barry Adams ➢ Doing SEO since 1998 ➢ Founder of Polemic Digital ➢ Co-Chief Editor at StateofDigital.com
  3. 3. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit SEO Audits
  4. 4. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit
  5. 5. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Results
  6. 6. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Results
  7. 7. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit WHAT IS AN SEO AUDIT?
  8. 8. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit
  9. 9. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit
  10. 10. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Start of an Improvement Process Analysis of a website using applied SEO theory to initiate a process towards improved organic search visibility. SEO Audit
  11. 11. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit https://jamesclear.com/marginal-gains
  12. 12. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit SEO Audit Model 1. Technology 2. Relevancy 3. Authority
  13. 13. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Web Search Engines Three distinct processes: 1. Crawler 2. Indexer 3. Query Engine
  14. 14. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit 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
  15. 15. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit 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?
  16. 16. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Crawler (HTML Parser)
  17. 17. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Indexer (Caffeine) • Analyses content • Analyses links • Analyses webpage layout • Can be influenced with meta tags
  18. 18. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit 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
  19. 19. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit 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
  20. 20. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Web Rendering Service https://developers.google.com/search/docs/guides/rendering
  21. 21. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Web Rendering Service • Chrome 41 rendering engine • Stateless; – No cookies are saved – Local & Session Storage is cleared
  22. 22. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit 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
  23. 23. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit SEO Audit Model Crawler Indexer Query Engine Technical SEO On-Page SEO Off-Page SEO
  24. 24. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit C-Suite Developers / IT Marketing SEO and Corporate Roles Technical SEO On-Page SEO Off-Page SEO
  25. 25. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit WRITING AUDIT REPORTS
  26. 26. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit https://www.annielytics.com/comprehensive-self-guided-site-audit-checklist/
  27. 27. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Only Include What Needs The checklist should be provided as an attachment
  28. 28. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Omit The Trivial Stuff .
  29. 29. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Prioritise Your Recommendations
  30. 30. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Concise and Light on Jargon If you can’t explain it simply, you don’t understand it yourself
  31. 31. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Provide Examples
  32. 32. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Explain the ‘Why’
  33. 33. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit No PowerPoint
  34. 34. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Understand Your Audience
  35. 35. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Three Main Audiences 1. C-Suite 2. Marketers 3. Tech
  36. 36. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit 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
  37. 37. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit 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…
  38. 38. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit 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
  39. 39. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit IMPLEMENTATION
  40. 40. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Educate Turn Them In To (Novice) SEOs
  41. 41. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit https://developers.google.com/
  42. 42. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit https://developers.google.com/web/tools/lighthouse/
  43. 43. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Measure Show Them The Rewards
  44. 44. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Persistence
  45. 45. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Iterate Guide Them Towards Next-Level Tactics
  46. 46. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Successful SEO Audits- Summarised • SEO Audits are just the beginning; – SEO is a process, not a product • Use a clear structure & model; – Make things as simple as possible • Understand your audiences; – Speak their language and understand their needs
  47. 47. MARKETING BUSINESS SUMMIT 2017, 23 - 24 NOVEMBRE – MILANO – www.mbsummit.it - Vietata la Riproduzione @badams #MBSummit Thank You Follow me: @badams Email me: barry@polemicdigital.com

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