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@badams@badams
How to perform a
Technical SEO Audit
Barry Adams
Polemic Digital
@badams
@badams
“This guy is a dick.”
- A client’s lead dev
@badams@badams
My SEO Audit Model
@badams
Web Search Engines
Crawler Indexer Ranker
@badams
@badams
The Three Pillars of SEO
Technology
Relevancy
Authority
@badams
Relation toWeb Search
Technology Crawler
Relevancy Indexer
Authority Query Engine
@badams
Relation toWeb Search
Technology Crawler
Relevancy Indexer
Authority Query Engine
@badams
1.Technology
Technical SEO is about;
• Crawl optimisation
• Load speed
• Mobile SEO
• JavaScript
• International S...
@badams
2. Relevancy
On-page SEO is about;
• Keyword/topical focus
• Information Architecture
• Page structure
• Content q...
@badams
3. Authority
Authority & Ranking is about;
• Link building
• Internal linking
• Social signals
• Spamming the shit...
@badams
‘Technical’ SEO Audit
Technology Crawler
Relevancy Indexer
Authority Query Engine
@badams@badams
What is an SEO Audit?
@badams
@badams
@badams
Start of an Improvement Process
Analysis of a website using applied SEO theory to initiate a
process towards impro...
@badams
https://jamesclear.com/marginal-gains
@badams@badams
Before The Audit…
@badams
Google Search Console
@badams
@badams
Access
Must-have:
• Google Search Console
Nice to have:
• Web Analytics
• Server Log Files
@badams@badams
Audit Tools
@badams
Initial Scan
@badams DeepCrawl
@badams Screaming Frog
@badams Google Search Console
@badams Google Search Console
@badams GTmetrix
@badams SEOInfo
@badams Wappalyzer
@badams Link Redirect Trace
@badams@badams
The Actual Audit
@badams
Checklist
@badams
The Key to a Good Audit
@badams
The Key to a Good Audit
Pattern Recognition
@badams
@badams
Identify Templates
1. Homepage
2. Category page
3. Product/Service page
4. Blog/News overview page
5. Post/Article...
@badams@badams
Writing The Report
@badams
It will be shared
@badams
Make it Actionable
@badams
Only IncludeWhat Needs
The checklist should be provided as an attachment
@badams
Omit The Trivial Stuff
.
@badams
@badams
Prioritise Backwards
1. Ranking Issues;
➢ If a page is indexed, what prevents it from ranking?
2. Indexing Issues;...
@badams
Concise and Light on Jargon
If you can’t explain it simply, you don’t understand it yourself
@badams
@badams
@badams
@badams
@badams
Three Main Audiences
1. C-Suite 2. Marketers 3. Tech
@badams
C-Suite
• Summary of key points;
➢ No jargon
• Don’t Apportion Blame;
➢ You need to keep marketing & tech on side
...
@badams
Marketing
• Your Job = Make Marketing Look Good
• SEO is a process;
➢ Not a one-off activity
• Competitors aren’t ...
@badams
Tech
• Speak Their Language;
➢ Understand their paradigm
• Basic Concepts You Need To Get Across:
➢ How search eng...
@badams
“This guy is a dick.”
- A client’s lead dev
@badams
Barry Adams
➢ Doing SEO since 1998
➢ Specialist in Technical SEO & News SEO
➢ Co-Chief Editor at StateofDigital.co...
@badams@badams
Questions?
barry@polemicdigital.com
www.polemicdigital.com
@polemicdigital
@badams
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How to perform a Technical SEO Audit

Slides from my talk at the Optimisey Cambridge SEO meetup in March 2019, where I spoke about my approach to technical SEO audits.

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How to perform a Technical SEO Audit

  1. 1. @badams@badams How to perform a Technical SEO Audit Barry Adams Polemic Digital
  2. 2. @badams
  3. 3. @badams “This guy is a dick.” - A client’s lead dev
  4. 4. @badams@badams My SEO Audit Model
  5. 5. @badams Web Search Engines Crawler Indexer Ranker
  6. 6. @badams
  7. 7. @badams The Three Pillars of SEO Technology Relevancy Authority
  8. 8. @badams Relation toWeb Search Technology Crawler Relevancy Indexer Authority Query Engine
  9. 9. @badams Relation toWeb Search Technology Crawler Relevancy Indexer Authority Query Engine
  10. 10. @badams 1.Technology Technical SEO is about; • Crawl optimisation • Load speed • Mobile SEO • JavaScript • International SEO
  11. 11. @badams 2. Relevancy On-page SEO is about; • Keyword/topical focus • Information Architecture • Page structure • Content quality • Structured Data • Accessibility
  12. 12. @badams 3. Authority Authority & Ranking is about; • Link building • Internal linking • Social signals • Spamming the shit out of Google
  13. 13. @badams ‘Technical’ SEO Audit Technology Crawler Relevancy Indexer Authority Query Engine
  14. 14. @badams@badams What is an SEO Audit?
  15. 15. @badams
  16. 16. @badams
  17. 17. @badams Start of an Improvement Process Analysis of a website using applied SEO theory to initiate a process towards improved organic search visibility. SEO Audit
  18. 18. @badams https://jamesclear.com/marginal-gains
  19. 19. @badams@badams Before The Audit…
  20. 20. @badams Google Search Console
  21. 21. @badams
  22. 22. @badams Access Must-have: • Google Search Console Nice to have: • Web Analytics • Server Log Files
  23. 23. @badams@badams Audit Tools
  24. 24. @badams Initial Scan
  25. 25. @badams DeepCrawl
  26. 26. @badams Screaming Frog
  27. 27. @badams Google Search Console
  28. 28. @badams Google Search Console
  29. 29. @badams GTmetrix
  30. 30. @badams SEOInfo
  31. 31. @badams Wappalyzer
  32. 32. @badams Link Redirect Trace
  33. 33. @badams@badams The Actual Audit
  34. 34. @badams Checklist
  35. 35. @badams The Key to a Good Audit
  36. 36. @badams The Key to a Good Audit Pattern Recognition
  37. 37. @badams
  38. 38. @badams Identify Templates 1. Homepage 2. Category page 3. Product/Service page 4. Blog/News overview page 5. Post/Article page 6. Static Content page 7. … ?
  39. 39. @badams@badams Writing The Report
  40. 40. @badams It will be shared
  41. 41. @badams Make it Actionable
  42. 42. @badams Only IncludeWhat Needs The checklist should be provided as an attachment
  43. 43. @badams Omit The Trivial Stuff .
  44. 44. @badams
  45. 45. @badams Prioritise Backwards 1. Ranking Issues; ➢ If a page is indexed, what prevents it from ranking? 2. Indexing Issues; ➢ If a page is being crawled, why isn’t it indexed properly? 3. Crawling issues; ➢ Why is a page not being crawled?
  46. 46. @badams Concise and Light on Jargon If you can’t explain it simply, you don’t understand it yourself
  47. 47. @badams
  48. 48. @badams
  49. 49. @badams
  50. 50. @badams
  51. 51. @badams Three Main Audiences 1. C-Suite 2. Marketers 3. Tech
  52. 52. @badams 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
  53. 53. @badams 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…
  54. 54. @badams 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
  55. 55. @badams “This guy is a dick.” - A client’s lead dev
  56. 56. @badams Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at StateofDigital.com ➢ Columnist for SearchEngineLand.com
  57. 57. @badams@badams Questions? barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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