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#SMX #21A @BenjArriola
Benj Arriola Technical SEO Director - The Control Group
SEO AUDIT
TOOLS, TIPS & TRICKS
#SMX #21A @BenjArriola
Benj Arriola
Technical	
  SEO	
  Director	
  
The	
  Control	
  Group	
  
#SMX #21A @BenjArriola
SEO Breakdown
SEO
On-Page
Server Settings
& Code
Web Designers, Web
Developers, Network
Administrat...
#SMX #21A @BenjArriola
SEO Diagnostics
Content Marketing
Foundational
Continuous
SEO
On-Page
Server Settings
& Code
Web De...
#SMX #21A @BenjArriola
	
  
	
  
Xenu	
  Link	
  Sleuth	
  
	
  
	
  
•  Free	
  
•  Uses	
  local	
  memory	
  
•  Can	
 ...
#SMX #21A @BenjArriola
Crawling Tools Data
SEO	
  Issue	
   Crawler	
  Data	
   What	
  Crawling	
  Tools	
  Can	
  Do	
  ...
#SMX #21A @BenjArriola
Information Architecture Tools
All	
  indexed	
  
subdomains	
  
	
  
Topic	
  Hierarchy	
  
	
  
T...
#SMX #21A @BenjArriola
Site Architecture & SEO
Helps	
  in	
  the	
  
planning	
  of	
  the	
  
generation	
  of	
  
XML	
...
#SMX #21A @BenjArriola
Diagnostics	
  
-­‐	
  Crawlable	
  
-­‐	
  Indexable	
  
-­‐	
  Visible	
  
-­‐	
  Keywords	
  
-­...
#SMX #21A @BenjArriola
Diagnostics	
  
-­‐	
  Crawlable	
  
-­‐	
  Indexable	
  
-­‐	
  Visible	
  
-­‐	
  Keywords	
  
-­...
#SMX #21A @BenjArriola
HTML,	
  JS,	
  CSS,	
  etc.	
  
•  Woorank	
  
•  Website	
  Grader	
  
•  SEO	
  Site	
  checkup	...
#SMX #21A @BenjArriola
Schema / Microformats
•  Just	
  because	
  microformats	
  do	
  not	
  exist	
  does	
  not	
  me...
#SMX #21A @BenjArriola
•  Disable	
  JS	
  &	
  CSS	
  
•  Web	
  Developer	
  Toolbar	
  
•  Headless	
  Browsers*	
  
• ...
#SMX #21A @BenjArriola
Page Speed
YSlow
•  Task	
  Runners*	
  
•  Grunt	
  	
  
•  Gulp	
  
•  Task	
  Runner	
  Automate...
#SMX #21A @BenjArriola
Mobile Optimization
•  Mobile	
  Phone	
  Emulator	
  
	
  
•  Browser	
  Resizer	
  
	
  
•  Googl...
#SMX #21A @BenjArriola
Objective	
  
•  Readability	
  
•  Duplicate	
  Content	
  
•  Thin	
  Content	
  
•  Panda	
  
• ...
#SMX #21A @BenjArriola
Readability
Readability	
  Scores:	
  
•  Flesch-­‐Kincaid,	
  Gunning-­‐Fog,	
  Coleman-­‐Liau,	
 ...
#SMX #21A @BenjArriola
Internal	
  Duplicate	
  Content	
  
Duplicate Content
External	
  Duplicate	
  Content	
  
#SMX #21A @BenjArriola
Thin Content
Roughly	
  estimate	
  if	
  pages	
  have	
  
this	
  content	
  by	
  determining	
 ...
#SMX #21A @BenjArriola
Panda Update
Overlay	
  dates	
  of	
  Google	
  
updates	
  on	
  your	
  Google	
  
Analytics	
  ...
#SMX #21A @BenjArriola
Competitor Content
Add	
  together	
  keywords	
  of	
  your	
  competitors	
  and	
  
subtract	
  ...
#SMX #21A @BenjArriola
Audience Insights
Not	
  just	
  a	
  plain	
  social	
  listening	
  tool	
  counting	
  mentions....
#SMX #21A @BenjArriola
Objective	
  
•  Link	
  Quantity	
  
•  Link	
  Quality	
  
•  Bad	
  Links	
  
•  Penguin	
  
Bac...
#SMX #21A @BenjArriola
Backlink Data Sources
The	
  Search	
  
Engines	
  
The	
  Crawlers	
  
The	
  tools	
  
that	
  co...
#SMX #21A @BenjArriola
Quality vs. Quantity
Quantity	
   Quality	
  
#SMX #21A @BenjArriola
Quality vs. Quantity
Quantity	
   Quality	
  
§  Quantity	
  
§  Google	
  Webmaster	
  Tools	
  ...
#SMX #21A @BenjArriola
•  Moz	
  Tool	
  Bar	
  
Domain	
  Authority	
  
	
  
•  Link	
  Research	
  Tools	
  
Power*Trust...
#SMX #21A @BenjArriola
Bad Links / Toxic Links
Unnatural	
  Link	
  Detection	
  
#SMX #21A @BenjArriola
Enterprise SEO Platforms
#SMX #21A @BenjArriola
Enterprise SEO Platforms
Enterprise	
  SEO	
  Platforms	
  
§  They	
  are	
  not	
  just	
  repor...
#SMX #21A @BenjArriola
Summary
SEO	
  Content	
  Audit	
  Technical	
  SEO	
  Diagnostic	
   Backlink	
  Profile	
  Analysi...
#SMX #21A @BenjArriola
SEE YOU AT THE NEXT #SMX
THANK YOU!
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SEO Audit Tools, Tips and Tricks By Benj Arriola

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Essential Steps For Performing An Effective SEO Audit. PRESENTATION: SEO Audit Tools, Tips and Tricks - Given by Benj Arriola, @benjarriola - The Control Group, Technical SEO Director. #SMX #21A

Published in: Marketing

SEO Audit Tools, Tips and Tricks By Benj Arriola

  1. 1. #SMX #21A @BenjArriola Benj Arriola Technical SEO Director - The Control Group SEO AUDIT TOOLS, TIPS & TRICKS
  2. 2. #SMX #21A @BenjArriola Benj Arriola Technical  SEO  Director   The  Control  Group  
  3. 3. #SMX #21A @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. 4. #SMX #21A @BenjArriola SEO Diagnostics Content Marketing Foundational Continuous SEO On-Page Server Settings & Code Web Designers, Web Developers, Network Administrators Content Writers Off-Page Links Buzz Makers, Viral Marketers, Content Promotion Content   Marketing   SEO   Diagnostics   Objective   •  Crawlable,  Indexable   •  Information  Architecture   •  Optimized  HTML  code   •  JS  Frameworks   •  Page  Speed   •  Mobile  Optimization   SEO BreakdownTechnical SEO Diagnostic
  5. 5. #SMX #21A @BenjArriola     Xenu  Link  Sleuth       •  Free   •  Uses  local  memory   •  Can  export  tab  delimited   files   •  Very  large  sites  can  be   challenging   •  Scripting  tools  help             •  Inexpensive   •  SaaS,  runs  in  the  cloud   •  Not  OS  dependent   •  Not  memory  dependent   •  Can  run  with  your   computer  off.   •  Tracks  more  SEO  factors.   Crawling Tools         •  Inexpensive   •  Uses  local  memory   •  PC  &  Mac   •  Many  other  SEO  factors   checked,  existence  of   duplicate  titles,  audit  of   heading  tags,  etc.    
  6. 6. #SMX #21A @BenjArriola Crawling Tools Data 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.   Duplicate  Content   •  www/no-­‐www   example.com  &  www.example.com   •  Trailing  slash   example.com  &  example.com/   •  Folder  index/default  page   /index.html,  /default.htm,  /index.php   •  Empty/Default/Zero  Variables   ?x=&y=1,  ?x=0&y=1,  ?y=1   •  Dynamic  Parameter  Order   ?x=1&y=1,  ?y=1&x=1   •  Tracking  IDs/Session  ID’s   ?utm_source=social,  ?sid=ncKFUECak   •  Page  1  Pagination   /products/,  /products/page1   •  Print  Version   /faqs/,  /faqs/print,  /faqs/?print=1   •  Faceted  Navigation   /shoes/men/running/nike,  /shoes/running/men/   •  Infinite  Loop/Recursive  Folders   /new/prod-­‐x/,  /new/new/prod-­‐x/,  /new/new/new/prod-­‐x/   •  Mobile  Site   mobile.example.com,  /m,  /mobile,  /mobi   •  Secure  &  Non-­‐Secure   http://example.com  &  https://example.com  
  7. 7. #SMX #21A @BenjArriola Information Architecture Tools All  indexed   subdomains     Topic  Hierarchy     Taxonomy  /   Folksonomy   …and  a  gazillion   more  out  there…  
  8. 8. #SMX #21A @BenjArriola Site Architecture & SEO 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   Analyzing  the   existing  site   architecture   may  lead  to   many  other   things  
  9. 9. #SMX #21A @BenjArriola Diagnostics   -­‐  Crawlable   -­‐  Indexable   -­‐  Visible   -­‐  Keywords   -­‐  Taxonomies   -­‐  Microformats   -­‐  Page  Speed  Content   Marketing   -­‐  Informative   -­‐  Valuable   -­‐  Interesting   -­‐  Resource   -­‐  Intriguing   -­‐  Inspiring   -­‐  Up-­‐To-­‐Date   -­‐  Useful   -­‐  Funny   -­‐  Controversial   Linkable   Assets   Passes  Link  Juice   Improves   Ranking   Passes  Domain  Authority   It  is  important  to  have  everything  under  the   same  domain  to  maximize  domain  authority.   Site Architecture & SEO
  10. 10. #SMX #21A @BenjArriola Diagnostics   -­‐  Crawlable   -­‐  Indexable   -­‐  Visible   -­‐  Keywords   -­‐  Taxonomies   -­‐  Microformats   -­‐  Page  Speed  Content   Marketing   -­‐  Informative   -­‐  Valuable   -­‐  Interesting   -­‐  Resource   -­‐  Intriguing   -­‐  Inspiring   -­‐  Up-­‐To-­‐Date   -­‐  Useful   -­‐  Funny   -­‐  Controversial   Linkable   Assets   Passes  Link  Juice   Improves   Ranking   Passes  Domain  Authority   It  is  important  to  have  everything  under  the   same  domain  to  maximize  domain  authority.   Site Architecture & SEO Targets  related  keywords   Branded  Search   Targets  more  specific  long  tails   Targets  more  general  fat  heads  
  11. 11. #SMX #21A @BenjArriola HTML,  JS,  CSS,  etc.   •  Woorank   •  Website  Grader   •  SEO  Site  checkup   •  Iwebchk     •  W3C  HTML  Validator   •  HTML  Validator  Firefox  Plugin   Code Audit Tools •  Code  auditing  tools  are  not  100%  perfect  and  may   not  be  100%  in-­‐line  with  your  SEO  beliefs.   •  Can  automate  some  task  making  it  easier  to  check   some  SEO  issues.   •  Having  valid  HTML  markup  is  a  good  practice  but   does  not  necessarily  give  a  significant  boost  in   rankings.  
  12. 12. #SMX #21A @BenjArriola Schema / Microformats •  Just  because  microformats  do  not  exist  does  not  mean  it  is  losing  a  lot  in   search  engine  ranking.   •  Microformats  help  out  more  in  SERP  appearance,  help  triggering  rich   snippets,  and  knowledge  graphs.   •  Rich  snippets  descriptions  &  knowledge  graphs  may  or  may  not  be   helping  you  gain  website  traffic.   •  Microformats  though  not  a  strong  ranking  factor,  if  it  helps  improve   clickthrough  rates,  then  the  CTR  can  help  improve  ranking.  
  13. 13. #SMX #21A @BenjArriola •  Disable  JS  &  CSS   •  Web  Developer  Toolbar   •  Headless  Browsers*   •  Phantom  JS   •  Selenium   •  Prerender*   •  Prerender.io   JS Frameworks Using Heavy AJAX Examples  of  JS  Frameworks  that   can  cause  lots  of  SEO  issues.  
  14. 14. #SMX #21A @BenjArriola Page Speed YSlow •  Task  Runners*   •  Grunt     •  Gulp   •  Task  Runner  Automate:   •  Code  Minifying/ Uglyfying   •  JS  and  CSS  file   Consolidation   •  Image  Quality  /   Resolution   Optimization   •  Shortening  Variables   •  Removing  Unnecessary   Comments  
  15. 15. #SMX #21A @BenjArriola Mobile Optimization •  Mobile  Phone  Emulator     •  Browser  Resizer     •  Google  PageSpeed  Insights     •  Google  Mobile  Friendly  Test  
  16. 16. #SMX #21A @BenjArriola Objective   •  Readability   •  Duplicate  Content   •  Thin  Content   •  Panda   •  Competitor   Content   SEO Content Audit
  17. 17. #SMX #21A @BenjArriola Readability Readability  Scores:   •  Flesch-­‐Kincaid,  Gunning-­‐Fog,  Coleman-­‐Liau,   SMOG  Index,  Automated  Readability  Index   •  These  tools  automatically  compute  the  readability   scores  of  a  webpage.   •  Opinions  vary  on  the  results  of  test  if  they  are   effective  measures  of  appropriate  school  grade   levels  of  comprehension.  
  18. 18. #SMX #21A @BenjArriola Internal  Duplicate  Content   Duplicate Content External  Duplicate  Content  
  19. 19. #SMX #21A @BenjArriola Thin Content Roughly  estimate  if  pages  have   this  content  by  determining  the   word  count  on  all  pages.  
  20. 20. #SMX #21A @BenjArriola Panda Update Overlay  dates  of  Google   updates  on  your  Google   Analytics  Timeline  
  21. 21. #SMX #21A @BenjArriola Competitor Content Add  together  keywords  of  your  competitors  and   subtract  keywords  that  already  exist  on  your  site  to   find  new  keyword  opportunities.  
  22. 22. #SMX #21A @BenjArriola Audience Insights Not  just  a  plain  social  listening  tool  counting  mentions.  Find   more  on  net  sentiment,  passion  intensity,  trending  term   associations,  brand  reputation,  conversation  drivers  (people,   sites  and  location),  popular  content  and  more!  
  23. 23. #SMX #21A @BenjArriola Objective   •  Link  Quantity   •  Link  Quality   •  Bad  Links   •  Penguin   Backlink Profile Analysis
  24. 24. #SMX #21A @BenjArriola Backlink Data Sources The  Search   Engines   The  Crawlers   The  tools   that  connect  to  the   tools  above   and  a  lot  more…  
  25. 25. #SMX #21A @BenjArriola Quality vs. Quantity Quantity   Quality  
  26. 26. #SMX #21A @BenjArriola Quality vs. Quantity Quantity   Quality   §  Quantity   §  Google  Webmaster  Tools   §  Bing  Webmaster  Tools   §  Majestic   §  Moz  OpenSiteExplorer   §  aHrefs   §  Sistrix   §  Link  Research  Tools   §  CognitiveSEO   §  SEMRush   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  
  27. 27. #SMX #21A @BenjArriola •  Moz  Tool  Bar   Domain  Authority     •  Link  Research  Tools   Power*Trust       •  Open  SEO  Stats   Browser Plugins for Score of Authority, Trust & Credibility
  28. 28. #SMX #21A @BenjArriola Bad Links / Toxic Links Unnatural  Link  Detection  
  29. 29. #SMX #21A @BenjArriola Enterprise SEO Platforms
  30. 30. #SMX #21A @BenjArriola Enterprise SEO Platforms 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.   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.  
  31. 31. #SMX #21A @BenjArriola Summary SEO  Content  Audit  Technical  SEO  Diagnostic   Backlink  Profile  Analysis   Enterprise  SEO  Platform   YSlow Links  to  all  tools  will  be  available  on:  http://engineering.thecontrolgroup.com  
  32. 32. #SMX #21A @BenjArriola SEE YOU AT THE NEXT #SMX THANK YOU!

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