1. #SMX #24A @BenjArriola
Benj Arriola Technical SEO Director, The Control Group
Tools of the Trade
for Running SEO Audits

2. #SMX #24A @BenjArriola
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
SEO
Company
$$$
Country
Job/Task
Employed Entrepreneur Employed
Philippines United States
Agency
Chemist
Web Designer / Developer
SEO
Social PPC
In-House
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
SEO
Company
$$$
Country
Job/Task
Employed Entrepreneur Employed
Philippines United States
Agency
Chemist
Web Designer / Developer
SEO
Social PPC
In-House
Benj Arriola
Technical SEO Director
The Control Group

3. #SMX #24A @BenjArriola
SEO Breakdown
SEO
On-Page
Server Settings
& Code
Web Designers, Web
Developers, Network
Administrators
Content Writers
Off-Page Links
Buzz Makers,
Viral Marketers,
Content
Promotion
SEO Diagnostics
Content Marketing
Foundational
Continuous
Content
Marketing
SEO
Diagnostics

4. #SMX #24A @BenjArriola
SEO Breakdown
SEO Diagnostics
Content Marketing
Foundational
Continuous
Technical SEO Diagnostic
 Objective
 Crawlable, Indexable
 Information Architecture
 Optimized HTML code
 Page Speed

5. #SMX #24A @BenjArriola
Technical SEO Diagnostic
 Objective
 Crawlable, Indexable
 Information Architecture
 Optimized HTML code
 Page Speed
SEO Issue Crawler Data What Crawling Tools
Can Do
Broken Links Missing pages Identify all links leading to
missing pages
Bad HTTP Status Headers HTTP Headers List all 4xx, 5xx, non-301
redirects
No XML Sitemap Full URL List Generate XML Sitemaps
Blocked URLs Robots.txt or Noindex Meta
Tag
List all pages block
AJAX Usage HTML code crawl Identify all pages using
AJAX
OpenGraph Tags HTML code crawl Identify all pages with
missing OpenGraph Tags
Thin Content Word Count Identify pages with thin
content
Duplicate Content URL list, Titles and Meta
Descriptions
Identify duplicate titles and
meta descriptions. List
down URL patterns that
may contain duplicate
content.
SEO Issue Crawler Data What Crawling Tools
Can Do
Broken Links Missing pages Identify all links leading to
missing pages
Bad HTTP Status Headers HTTP Headers List all 4xx, 5xx, non-301
redirects
No XML Sitemap Full URL List Generate XML Sitemaps
Blocked URLs Robots.txt or Noindex Meta
Tag
List all pages block
AJAX Usage HTML code crawl Identify all pages using
AJAX
OpenGraph Tags HTML code crawl Identify all pages with
missing OpenGraph Tags
Thin Content Word Count Identify pages with thin
content
Duplicate Content URL list, Titles and Meta
Descriptions
Identify duplicate titles and
meta descriptions. List
down URL patterns that
may contain duplicate
content.
www/no-www
Trailing slash
Folder index/default page
Empty/Default/Zero Variables
Dynamic Parameter Order
Tracking IDs/Session ID’s
Page 1 Pagination
Print Version
Faceted Navigation
Infinite Loop/Recursive Folders
Mobile Site
Secure & Non-Secure
example.com & www.example.com
example.com & example.com/
/index.html, /default.htm, /index.php
?x=&y=1, ?x=0&y=1, ?y=1
?x=1&y=1, ?y=1&x=1
?utm_source=social, ?sid=ncKFUECak
/products/, /products/page1
/faqs/, /faqs/print, /faqs/?print=1
/shoes/men/running/nike, /shoes/running/men/
/new/prod-x/, /new/new/prod-x/, /new/new/new/prod-x/
mobile.example.com, /m, /mobile, /mobi
http://example.com & https://example.com

6. #SMX #24A @BenjArriola
Technical SEO Diagnostic
 Objective
 Crawlable, Indexable
 Information Architecture
 Optimized HTML code
 Page Speed
• Free
• Uses local memory
• Can export tab
delimited files
• Very large sites can
be challenging
• Scripting tools help
• Inexpensive
• Uses local memory
• PC & Mac
• Many other SEO
factors checked,
existence of duplicate
titles, audit of heading
tags, etc.
• Inexpensive
• SaaS, runs in the cloud
• Not OS dependent
• Not memory dependent
• Can run with your computer off.
• Tracks more SEO factors.

7. #SMX #24A @BenjArriola
• Free
• Uses local memory
• Can export tab
delimited files
• Very large sites can
be challenging
• Scripting tools help
• Inexpensive
• Uses local memory
• PC & Mac
• Many other SEO
factors checked,
existence of duplicate
titles, audit of heading
tags, etc.
• Inexpensive
• SaaS, runs in the cloud
• Not OS dependent
• Not memory dependent
• Can run with your computer off.
• Tracks more SEO factors.
Technical SEO Diagnostic
 Objective
 Crawlable, Indexable
 Information Architecture
 Optimized HTML code
 Page Speed

8. #SMX #24A @BenjArriola
Diagnostics
- Crawlable
- Indexable
- Visible
- Keywords
- Taxonomies
- Microformats
- Page SpeedContent
Marketing
- Informative
- Valuable
- Interesting
- Resource
- Intriguing
- Inspiring
- Up-To-Date
- Useful
- Funny
- Controversial
Linkable
Assets
Passes Link Juice
Improves
Ranking
Site Architecture & SEO
Passes Domain Authority It is important to have everything under the
same domain to maximize domain authority.

9. #SMX #24A @BenjArriola
Diagnostics
- Crawlable
- Indexable
- Visible
- Keywords
- Taxonomies
- Microformats
- Page SpeedContent
Marketing
- Informative
- Valuable
- Interesting
- Resource
- Intriguing
- Inspiring
- Up-To-Date
- Useful
- Funny
- Controversial
Link
Bait
Passes Link Juice
Improves
Ranking
Passes Domain Authority It is important to have everything under the
same domain to maximize domain authority.
Targets related keywords
Branded Search
Targets more specific long tails
Targets more general fat heads
Site Architecture & SEO

10. #SMX #24A @BenjArriola
Helps in the
planning of
the generation
of XML
sitemaps
Should be in
a similar
structure as
the
breadcrumb
navigation
Reflects a
similar topic
hierarchy
• Topic
Hierarchy
• Taxonomy
• Folksonomy
• Keyword
Research
• Categorization
• Grouping by
Tags
Planning
the site
architecture
leads to many
other things
Site Architecture & SEO

11. #SMX #24A @BenjArriola
Information Architecture Tools for SEO
 All indexed
subdomains
 Topic
Hierarchy
 Taxonomy /
Folksonomy
…and a gazillion more
out there…

12. #SMX #24A @BenjArriola
Technical SEO Diagnostic
 Objective
 Crawlable, Indexable
 Information Architecture
 Optimized HTML code
 Page Speed
 Objective
 Crawlable, Indexable
 Information Architecture
 Optimized HTML code
 Page Speed

13. #SMX #24A @BenjArriola
 HTML, JS, CSS, Etc.
 Woorank
 Website Grader
 SEO Site checkup
 Iwebchk
 W3C HTML Validator
 Schema / Microformats
Code Audit Tools

14. #SMX #24A @BenjArriola
Technical SEO Diagnostic
 Objective
 Crawlable, Indexable
 Information Architecture
 Optimized HTML code
 Page Speed
 Objective
 Crawlable, Indexable
 Information Architecture
 Optimized HTML code
 Page Speed

15. #SMX #24A @BenjArriola
Page Speed Tools
YSlow

16. #SMX #24A @BenjArriola
Technical SEO DiagnosticSEO Content Audit
 Objective
 Readable by Users &
Search Engines
 Duplicate Content
 Thin Content
 Linkable Assets
 Panda
 Competitor Content

17. #SMX #24A @BenjArriola
SEO Content Audit
 Objective
 Readable by Users &
Search Engines
 Duplicate Content
 Thin Content
 Linkable Assets
 Panda
 Competitor Content

18. #SMX #24A @BenjArriola
 Readable by Users
 Free Readability Scores
 Clarity Grader
 Mobile Phone Emulator
 Readable by Search
Engines
 Web Developer Toolbar
 User Agent Switcher
 Google Cache
 Mobile Sites
Readability

19. #SMX #24A @BenjArriola
 Objective
 Readable by Users &
Search Engines
 Duplicate Content
 Thin Content
 Linkable Assets
 Panda
 Competitor Content
 Objective
 Readable by Users &
Search Engines
 Duplicate Content
 Thin Content
 Linkable Assets
 Panda
 Competitor Content
SEO Content Audit
 Internal
 External

20. #SMX #24A @BenjArriola
 Objective
 Readable by Users &
Search Engines
 Duplicate Content
 Thin Content
 Linkable Assets
 Panda
 Competitor Content
SEO Content Audit
Can run a mass check on all pages for a word count.
More of a manual check to see if there is some type
of content that is desirable to link to.
Connect you Google Analytics account to overlay your
site’s historical timeline to mark algorithm update dates.

21. #SMX #24A @BenjArriola
 Objective
 Readable by Users &
Search Engines
 Duplicate Content
 Thin Content
 Linkable Assets
 Panda
 Competitor Content
SEO Content Audit
More of a manual check to see what type
of content your competitors have to offer.
Research on competitor keywords

22. #SMX #24A @BenjArriola
SEO Content AuditBacklink Profile Analysis
 Objective
 Link Quantity
 Link Quality
 Bad Links
 Penguin

23. #SMX #24A @BenjArriola
The Search
Engines
SEO Content Audit
 Objective
 Link Quantity
 Link Quality
 Bad Links
 Penguin The Crawlers
The tools
that connect to the
tools above
Backlink Profile Analysis
and a lot more…

24. #SMX #24A @BenjArriola
Backlink Factor Metrics
Quantity Quality

25. #SMX #24A @BenjArriola
Quantity Quality
 Quantity
 Google Webmaster Tools
 Bing Webmaster Tools
 Majestic
 Moz OpenSiteExplorer
 aHrefs
 Sistrix
 Link Research Tools
 CognitiveSEO
 SEMRush
Backlink Factor Metrics
Cemper Power*Trust
 Quality (Power)
 Google PageRank
 # of Backlinks of the
Backlink
 Total Backlinks of the
Domain
 Keyword Focused
 Majestic Citation Flow
 Follow or No Follow
 Hosting Country
 Site Wide vs. Single
Page
 Cemper PowerTM
 Quality (Authority & Trust)
 TrustRank
 Google Indexed
 Moz Page Authority
 Moz Domain Authority
 IP Diversity
 Anchor Text Diversity
 Majestic Trust Flow
 Deep Linking
 Domain Age
 Domain Name Extensions
 .gov/.edu/.org
 ccTLD
 Cemper TrustTM

26. #SMX #24A @BenjArriola
SEO Content AuditBacklink Profile Analysis
 Objective
 Link Quantity
 Link Quality
 Bad Links
 Penguin
 Objective
 Link Quantity
 Link Quality
 Bad Links
 Penguin
Unnatural Link Detection

27. #SMX #24A @BenjArriola
Enterprise SEO Platforms

28. #SMX #24A @BenjArriola
Enterprise SEO Platforms
In alphabetical order…
 Enterprise SEO Platforms
 They are not just reporting tools, they are analysis tools to help make better SEO decisions.
 Data from multiple sources are not just displayed together, but also correlated to each other.
 Saves tons of man hours in producing reports from pulling data manually from various sources and
putting them together using spreadsheets like MS Excel, Google Spreadsheets, etc.
 Spend more time analyzing and optimizing than generating report views.

29. #SMX #24A @BenjArriola
SEO Content AuditTechnical SEO Diagnostic
Summary
Backlink Profile Analysis
Enterprise SEO Platform
YSlow
Links to all tools will be available on: http://bit.ly/smx24a

30. #SMX #24A @BenjArriola
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
Download This Presentation
bit.ly/smx24a
Includes Links To
All Tools Mentioned
Benj Arriola
Technical SEO Director
The Control Group