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.
Who is this Casey guy? 
• Head of Online Support for Planet Ocean 
• Head of Online Support for Planet Ocean 
• Lead SEO C...
1. How does Google Grade a Page? 
“Quality Rater Guidelines” 
@MediaWyse + Casey Markee
Google Quality Rater Guidelines – Finding Trust 
1. Rater Guidelines are 160 pages. They guide “Quality Raters” (which are...
Google Quality Rater Guidelines – Finding Trust 
1. Does the website LOOK trustworthy? 
2. Does the content appear “expert...
2. Why Should you do your own Audit? 
“Hint: It’s MUCH cheaper!” 
@MediaWyse + Casey Markee
3. What does a Site Audit Cover? 
“More than you think.” 
@MediaWyse + Casey Markee
Possible Site Audit Issues & Focus Areas: 
Branding 
Backlink Analysis 
Keyword Research 
Audio & Video 
Accessibility Sit...
How to Conduct a Site Audit = KISS Method 
@MediaWyse + Casey Markee
How to Conduct a Site Audit = KISS Method 
@MediaWyse + Casey Markee
4. Audit Tools and Data Pulls 
“Where to look is half the battle!” 
@MediaWyse + Casey Markee
Audit Tools/Data – Google Webmaster Tools 
@MediaWyse + Casey Markee
Audit Tools/Data – Google Analytics 
@MediaWyse + Casey Markee
Audit Tools/Data – Screaming Frog
Audit Tools/Data – Moz Site Crawl 
@MediaWyse + Casey Markee
Audit Tools/Data – Toolbar Plugins 
@MediaWyse + Casey Markee
Audit Tools/Data – Toolbar Plugins 
@MediaWyse + Casey Markee
Audit Tools/Data – Free Auditing Tools! 
@MediaWyse + Casey Markee
5. Keyword Research 
“That data is still out there, find it!” 
@MediaWyse + Casey Markee
Keyword Research – Solving “Not Provided”
Keyword Research – SEMRush 
@MediaWyse + Casey Markee
Keyword Research – Google Webmaster Tools 
@MediaWyse + Casey Markee
Keyword Research – Google Adwords Keyword Planner 
@MediaWyse + Casey Markee
6. On-Site Optimization 
“How does your site look to Google?” 
@MediaWyse + Casey Markee
On-Site Optimization: Relevance 
@MediaWyse + Casey Markee
On-Site Optimization: Relevance 
@MediaWyse + Casey Markee
On-Site Optimization: Meta Tags/Data 
@MediaWyse + Casey Markee
On-Site Optimization: Meta Tags/Data 
@MediaWyse + Casey Markee
On-Site Optimization: Meta Tags/Data 
@MediaWyse + Casey Markee
On-Site Optimization: Image Optimization 
@MediaWyse + Casey Markee
On-Site Optimization: Meta Tags/Data 
1. Title Tags are THE most important SEO 
Metric: 60-65 Characters Max. Is that Targ...
On-Site Optimization: Site Appearance 
@MediaWyse + Casey Markee
On-Site Optimization: Site Appearance 
@MediaWyse + Casey Markee
On-Site Optimization: Site Appearance 
@MediaWyse + Casey Markee
On-Site Optimization: Site Appearance 
@MediaWyse + Casey Markee
On-Site Optimization: Site Appearance 
@MediaWyse + Casey Markee
On-Site Optimization: Structured Data 
@MediaWyse + Casey Markee
On-Site Optimization: Structured Data 
Detailed Schema.org CHEAT SHEET from Ann Smarty! 
+ Casey Markee 
@MediaWyse
On-Site Optimization: Page Speed 
@MediaWyse + Casey Markee
On-Site Optimization: Page Speed 
@MediaWyse + Casey Markee
On-Site Optimization: Page Speed 
Google Page Speed Tool: Go check your Site right now! 
https://developers.google.com/spe...
On-Site Optimization: Mobile Design 
@MediaWyse + Casey Markee
On-Site Optimization: Mobile Design 
@MediaWyse + Casey Markee
On-Site Optimization: Mobile Design
On-Site Optimization: Mobile Design 
@MediaWyse + Casey Markee
7. Content Auditing 
“Content is the Queen of good rankings!” 
@MediaWyse + Casey Markee
Content Auditing 
@MediaWyse + Casey Markee
Content Auditing: Export and Grade 
@MediaWyse + Casey Markee
Content Auditing: On-Site Duplicate Content 
@MediaWyse + Casey Markee
Content Auditing: Off-Site Duplicate Content 
@MediaWyse + Casey Markee
Content Auditing: What about “Bad” Content? 
@MediaWyse + Casey Markee
8. Backlink Review 
“Backlinks remain the KING of rankings!” 
@MediaWyse + Casey Markee
Backlink Review: Popularity 
@MediaWyse + Casey Markee
Backlink Review: Google Webmaster Tools 
@MediaWyse + Casey Markee
Backlink Review: Majestic SEO 
@MediaWyse + Casey Markee
Backlink Review: Link Toxicity 
@MediaWyse + Casey Markee
Backlink Review: What about “Bad” Links? 
Remove Disavow Nofollow Noindex 
@MediaWyse + Casey Markee
@MediaWyse + Casey Markee
Google Link Building Targets & Victims: 
Forum Signatures Blogrolls 
Directory Submissions 
Reciprocal Links 
Social Bookm...
Google Link Building Targets & Victims: 
Forum Signatures Blogrolls 
Directory Submissions 
Reciprocal Links 
Social Bookm...
Backlinks Review: Google? 
@MediaWyse + Casey Markee
The 4 Tenants of Google-Friendly Links: 
1. Does the link provide clear 
value to the user? 
2. Is the link niche-relevant...
The 4 Tenants of Google-Friendly Links: 
And most importantly…. 
4. Was the link given or 
“earned” freely? 
@MediaWyse + ...
Some Final Thoughts 
Regular Site Reviews Keep you Focused! 
 Understand E-A-T & Quality Ratings 
 Save Money & Time by ...
And Remember this about Site Auditing… 
@MediaWyse + Casey Markee
Connect with me Online @ 
Today’s Presenter is… 
Become a Fan on Facebook: 
http://www.facebook.com/MediaWyse 
Follow Case...
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Do Search Engines Trust your Site? How to Perform an SEO Site Audit
Upcoming SlideShare
Loading in …5
×

Do Search Engines Trust your Site? How to Perform an SEO Site Audit

2,245 views

Published on

Learn how Google sees your site and what to look for when auditing your own content, links, and on-site practices. Is your site trustworthy? Find out in this #StateofSearch Site Audit presentation from auditor Casey Markee.

Published in: Internet
  • Be the first to comment

Do Search Engines Trust your Site? How to Perform an SEO Site Audit

  1. 1. Who is this Casey guy? • Head of Online Support for Planet Ocean • Head of Online Support for Planet Ocean • Lead SEO Consultant w/ SearchEngineNews.com • Lead SEO Consultant w/ Search Engine News • Owner of SEO Consultancy Media Wyse • President & Owner of SEO Firm Media Wyse • Author of 400+ SEO & SMO articles • Author of 200+ Search Engine News Articles • 15+ years actual working SEO Experience • 12+ Years actual Working SEO Experience • Has conducted 300+ site audits! • Klout score of 65! (1000’s of SMO • Trained subscribers) SEO teams on five continents • Co-Author of the “Unfair Advantage Guide to • Dozens of Link Bait Pieces at the Top of Winning the Search Engine Wars” Google • Contributor to “The Web Untangled: The Handbook for Building an Online Business” • Rabid KU Jayhawks fan. Rock Chalk! @MediaWyse + Casey Markee
  2. 2. 1. How does Google Grade a Page? “Quality Rater Guidelines” @MediaWyse + Casey Markee
  3. 3. Google Quality Rater Guidelines – Finding Trust 1. Rater Guidelines are 160 pages. They guide “Quality Raters” (which are private citizens hired by Google) on how to “rate and provide feedback on websites.” 2. Rater Guidelines are based on user intent and utility. Raters can use five different scales to classify the average page: @MediaWyse + Casey Markee
  4. 4. Google Quality Rater Guidelines – Finding Trust 1. Does the website LOOK trustworthy? 2. Does the content appear “expertly” written? 3. Does the website content fulfill a need? 4. Does the website content match the query result which brought you to the page? 5. Do navigational and outbound links work? 6. Does it looks like the site is regularly maintained? Is the information current? 7. Is the site or page user-friendly? (loads fast, little ads, good content, etc.) @MediaWyse + Casey Markee
  5. 5. 2. Why Should you do your own Audit? “Hint: It’s MUCH cheaper!” @MediaWyse + Casey Markee
  6. 6. 3. What does a Site Audit Cover? “More than you think.” @MediaWyse + Casey Markee
  7. 7. Possible Site Audit Issues & Focus Areas: Branding Backlink Analysis Keyword Research Audio & Video Accessibility Site Architecture Internal Linking Content Blog Marketing Social Engagement Ecommerce Indexing On-Site Optimization Conversion Structured Data Heatmap Analysis Page Speed Pay-Per-Click Review Business Strategy Reputation Management Analytics Public Relations Social Media Outreach @MediaWyse + Casey Markee
  8. 8. How to Conduct a Site Audit = KISS Method @MediaWyse + Casey Markee
  9. 9. How to Conduct a Site Audit = KISS Method @MediaWyse + Casey Markee
  10. 10. 4. Audit Tools and Data Pulls “Where to look is half the battle!” @MediaWyse + Casey Markee
  11. 11. Audit Tools/Data – Google Webmaster Tools @MediaWyse + Casey Markee
  12. 12. Audit Tools/Data – Google Analytics @MediaWyse + Casey Markee
  13. 13. Audit Tools/Data – Screaming Frog
  14. 14. Audit Tools/Data – Moz Site Crawl @MediaWyse + Casey Markee
  15. 15. Audit Tools/Data – Toolbar Plugins @MediaWyse + Casey Markee
  16. 16. Audit Tools/Data – Toolbar Plugins @MediaWyse + Casey Markee
  17. 17. Audit Tools/Data – Free Auditing Tools! @MediaWyse + Casey Markee
  18. 18. 5. Keyword Research “That data is still out there, find it!” @MediaWyse + Casey Markee
  19. 19. Keyword Research – Solving “Not Provided”
  20. 20. Keyword Research – SEMRush @MediaWyse + Casey Markee
  21. 21. Keyword Research – Google Webmaster Tools @MediaWyse + Casey Markee
  22. 22. Keyword Research – Google Adwords Keyword Planner @MediaWyse + Casey Markee
  23. 23. 6. On-Site Optimization “How does your site look to Google?” @MediaWyse + Casey Markee
  24. 24. On-Site Optimization: Relevance @MediaWyse + Casey Markee
  25. 25. On-Site Optimization: Relevance @MediaWyse + Casey Markee
  26. 26. On-Site Optimization: Meta Tags/Data @MediaWyse + Casey Markee
  27. 27. On-Site Optimization: Meta Tags/Data @MediaWyse + Casey Markee
  28. 28. On-Site Optimization: Meta Tags/Data @MediaWyse + Casey Markee
  29. 29. On-Site Optimization: Image Optimization @MediaWyse + Casey Markee
  30. 30. On-Site Optimization: Meta Tags/Data 1. Title Tags are THE most important SEO Metric: 60-65 Characters Max. Is that Target Keyword in the Page Title? Why not? 2. Fill-out a Custom 155 Max META Description (or use a SERP pixel tool) . Describe your blog post or article. Write for the user, not the search engine! 3. Fill-out both the Alt Tags and Title Tags on all your post images. 4. Each page should have ONE H1 tag. You can have as many H2-H5 tags as you like. But only ONE H1 tag! 5. Keep images below 80KB in size, use Smush.it to optimize before load-in. 6. Automate on-page Blogging SEO with the Yoast SEO plugin. @MediaWyse + Casey Markee
  31. 31. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
  32. 32. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
  33. 33. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
  34. 34. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
  35. 35. On-Site Optimization: Site Appearance @MediaWyse + Casey Markee
  36. 36. On-Site Optimization: Structured Data @MediaWyse + Casey Markee
  37. 37. On-Site Optimization: Structured Data Detailed Schema.org CHEAT SHEET from Ann Smarty! + Casey Markee @MediaWyse
  38. 38. On-Site Optimization: Page Speed @MediaWyse + Casey Markee
  39. 39. On-Site Optimization: Page Speed @MediaWyse + Casey Markee
  40. 40. On-Site Optimization: Page Speed Google Page Speed Tool: Go check your Site right now! https://developers.google.com/speed/pagespeed/insights/ @MediaWyse + Casey Markee
  41. 41. On-Site Optimization: Mobile Design @MediaWyse + Casey Markee
  42. 42. On-Site Optimization: Mobile Design @MediaWyse + Casey Markee
  43. 43. On-Site Optimization: Mobile Design
  44. 44. On-Site Optimization: Mobile Design @MediaWyse + Casey Markee
  45. 45. 7. Content Auditing “Content is the Queen of good rankings!” @MediaWyse + Casey Markee
  46. 46. Content Auditing @MediaWyse + Casey Markee
  47. 47. Content Auditing: Export and Grade @MediaWyse + Casey Markee
  48. 48. Content Auditing: On-Site Duplicate Content @MediaWyse + Casey Markee
  49. 49. Content Auditing: Off-Site Duplicate Content @MediaWyse + Casey Markee
  50. 50. Content Auditing: What about “Bad” Content? @MediaWyse + Casey Markee
  51. 51. 8. Backlink Review “Backlinks remain the KING of rankings!” @MediaWyse + Casey Markee
  52. 52. Backlink Review: Popularity @MediaWyse + Casey Markee
  53. 53. Backlink Review: Google Webmaster Tools @MediaWyse + Casey Markee
  54. 54. Backlink Review: Majestic SEO @MediaWyse + Casey Markee
  55. 55. Backlink Review: Link Toxicity @MediaWyse + Casey Markee
  56. 56. Backlink Review: What about “Bad” Links? Remove Disavow Nofollow Noindex @MediaWyse + Casey Markee
  57. 57. @MediaWyse + Casey Markee
  58. 58. Google Link Building Targets & Victims: Forum Signatures Blogrolls Directory Submissions Reciprocal Links Social Bookmarking Article Directories Mass Guest Posting Advertorials Blog Comments Widget Links Spun Content Paid Links Design by Links Anchor Text Rich Links Forums Press Releases Web 2.0 Links @MediaWyse + Casey Markee
  59. 59. Google Link Building Targets & Victims: Forum Signatures Blogrolls Directory Submissions Reciprocal Links Social Bookmarking Article Directories Mass Guest Posting Advertorials Blog Comments Widget Links Spun Content Paid Links Design by Links Anchor Text Rich Links Forums Press Releases Web 2.0 Links @MediaWyse + Casey Markee
  60. 60. Backlinks Review: Google? @MediaWyse + Casey Markee
  61. 61. The 4 Tenants of Google-Friendly Links: 1. Does the link provide clear value to the user? 2. Is the link niche-relevant and worthy of Google consideration? 3. Does the link actually get clicked and send some measureable form of trackable analytics traffic? @MediaWyse + Casey Markee
  62. 62. The 4 Tenants of Google-Friendly Links: And most importantly…. 4. Was the link given or “earned” freely? @MediaWyse + Casey Markee
  63. 63. Some Final Thoughts Regular Site Reviews Keep you Focused!  Understand E-A-T & Quality Ratings  Save Money & Time by doing your own Audit!  Start your Audit w/Google Webmaster Tools.  Page Speed + Mobile SEO = Awesome!  Use SiteLiner and Copyscape to Monitor your Content!  Links are still KING. Implement Google-Friendly Link Building!
  64. 64. And Remember this about Site Auditing… @MediaWyse + Casey Markee
  65. 65. Connect with me Online @ Today’s Presenter is… Become a Fan on Facebook: http://www.facebook.com/MediaWyse Follow Casey on Twitter: http://Twitter.com/MediaWyse Connect with Casey on Linkedin: http://www.linkedin/com/in/caseymarkee Circle Casey on Google+: https://plus.google.com/+CaseyMarkee Follow Casey on SlideShare: http://www.slideshare.net/CaseyMarkeeMBA

×