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SEO Audits & Anomalies: Fixing What's Broken By Kristine Schachinger

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From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: Solving Complex SEO Problems When Standard Fixes Don't Apply. PRESENTATION: SEO Audits & Anomalies: Fixing What's Broken - Given by Kristine Schachinger, @schachin - SitesWithoutWalls.com, Owner. #SMX #21A3

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SEO Audits & Anomalies: Fixing What's Broken By Kristine Schachinger

  1. 1. #SMX #21A3 @schachin Solving Complex SEO Issues When Standard Fixes Don’t Apply! SEO Audits and Anomalies Fixing What’s Broken.
  2. 2. #SMX #21A3 @schachin FOUNDER SITES WITHOUT WALLS •  CONSULTANT •  STARTED CODING/DESIGN in 1998 •  ACCESSIBILITY in 2002 •  SEO in 2004 •  SPECIALIZES IN SITE HEALTH/TECHNICAL AUDITS •  twitter @SCHACHIN •  email KRISTINE@SITESWITHOUTWALLS.com •  Lives in Vegas ! (Cobbler has no shows there is no website J ) WRITES FOR SEARCH ENGINE LAND AND A FEW OTHERS Who Am I? KRISTINE SCHACHINGER
  3. 3. #SMX #21A3 @schachin Why are we here?
  4. 4. #SMX #21A3 @schachin
  5. 5. #SMX #21A3 @schachin And users.. Always users…
  6. 6. #SMX #21A3 @schachin Assumption for this talk is your site is not doing well or as well as you hoped with Google AND/OR Users
  7. 7. #SMX #21A3 @schachin So where do we start?
  8. 8. #SMX #21A3 @schachin
  9. 9. #SMX #21A3 @schachin Ask the client for a client history…
  10. 10. #SMX #21A3 @schachin Client history is like a medical history You are like a doctor, you don’t care how much they drank last night you just need them to be honest. Because things like bad links can kill… a site that is… @schachin Get a Site History
  11. 11. #SMX #21A3 @schachin Know the client is almost always wrong about that history… or what is is wrong… The client history is for guidance, not accuracy. Remember you are the detective.
  12. 12. #SMX #21A3 @schachin And they don’t always tell you the FULL STORY...
  13. 13. #SMX #21A3 @schachin Remember YOU are the detective!
  14. 14. #SMX #21A3 @schachin Good audit work relies on good forensic work.
  15. 15. #SMX #21A3 @schachin GET THE DETAILS… Sample Questions. •  Have they every had a penalty? •  Do they know what a penalty is? •  Have they ever bought links? •  Do they know what link buying is? •  Was their domain new or old? •  What do they think is wrong with their site? •  Not that they will likely know, but you need to know what they think they know about the issue
  16. 16. #SMX #21A3 @schachin Trust, but Verify! Check their story…
  17. 17. #SMX #21A3 @schachin Panguin Tool - Check for Potential Algorithm Issues @schachin
  18. 18. #SMX #21A3 @schachin KEEP in MIND Panda Rollouts cannot be accurately determined after 4th Quarter 2015! (Rolled into the main algos- still rolling!) @schachin
  19. 19. #SMX #21A3 @schachin@schachin
  20. 20. #SMX #21A3 @schachin Just because it walks like a duck & talks like a duck…..
  21. 21. #SMX #21A3 @schachin This looks like a penalty
  22. 22. #SMX #21A3 @schachin Still looks like a penalty…
  23. 23. #SMX #21A3 @schachin When we check year over year
  24. 24. #SMX #21A3 @schachin It is not. That client has a seasonal business. Do not assume! EVER. It may walk like a duck & talk like a duck… and not be a duck.
  25. 25. #SMX #21A3 @schachin Okay so we have the history Now what?
  26. 26. #SMX #21A3 @schachin
  27. 27. #SMX #21A3 @schachin EVERY site analysis starts with a crawl …
  28. 28. #SMX #21A3 @schachin
  29. 29. #SMX #21A3 @schachin
  30. 30. #SMX #21A3 @schachin
  31. 31. #SMX #21A3 @schachin •  Content ONLY Word Count •  Canonicals •  Redirect Chains •  AJAX Crawlability •  Response Codes •  Title and Meta Duplicates •  Title and Meta Length •  Twitter Cards •  URL Construction A few of helpful reports.
  32. 32. #SMX #21A3 @schachin Let’s check it out à
  33. 33. #SMX #21A3 @schachin
  34. 34. #SMX #21A3 @schachin Some Screaming Frog Reports (on desktop)
  35. 35. #SMX #21A3 @schachin Now Some Deep Crawl Reports (on desktop)
  36. 36. #SMX #21A3 @schachin So much you can do… So Use this SERP for more J https://www.google.com/search?q=screaming+frog+things&ie=utf-8&oe=utf-8 @schachin
  37. 37. #SMX #21A3 @schachin Check Your Core SEO. If the foundations are weak, the rest won’t matter.
  38. 38. #SMX #21A3 @schachin SearchEngineLand Periodic Table of SEO SUCCESS FACTORS
  39. 39. #SMX #21A3 @schachin If you have reviewed all these factors and your site is still not performing, what next?
  40. 40. #SMX #21A3 @schachin Make sure your site is indexing properly.
  41. 41. #SMX #21A3 @schachin •  Google Operators •  Technical SEO •  Google Analytics •  Google Search Console ------à And their Anomalies What Next?
  42. 42. #SMX #21A3 @schachin •  Google + Google Operators •  Number of Pages Indexed •  site:www.domian.tld (not Site) •  Find Subdomains •  site:domain.tld but leave of the www or use a *.domain.tld •  Remove from Search “-” •  site:domain.ltd –subdomain.domain.tld or site:domain.tld -folder What Next?
  43. 43. #SMX #21A3 @schachin Multiple Home Pages creates duplicate content issues for the spider and can be fitered out of the SERPS! Make sure you have only ONE home address. TIP This seems common sense, but in audits we run across this a lot more often than you would expect. Why?
  44. 44. #SMX #21A3 @schachin For instance, what is the indexed domain structure? www or non-www (check with site:domain.com vs site:www.domain.com) Make sure the site redirects the domain from www to non-www or vice versa. ALSO that there are no homepage extensions like default.html or index.aspx ------à And their Anomalies
  45. 45. #SMX #21A3 @schachin •  Google Operators •  Technical SEO •  Google Analytics •  Google Search Console ------à And their Anomalies What Next?
  46. 46. #SMX #21A3 @schachin What is Technical SEO?
  47. 47. #SMX #21A3 @schachin Technical SEO is About Best Practices… •  Servers •  Scripting/Code •  Speed..Speed… and well Speed •  Site Architecture •  Indexabilty •  Crawability •  Mobile That are related to Google’s Algorithms To name a few… •  Hummingbird •  Panda •  Penguin •  Pigeon •  Pirate •  Page Layout
  48. 48. #SMX #21A3 @schachin Technical SEO is about Measuring the Site Foundation Against Google’s Guidelines & Their Algorithms Often Overlooked! Great Way to Make Gains. Simply!
  49. 49. #SMX #21A3 @schachin First…
  50. 50. #SMX #21A3 @schachin Technical SEO CHECKPOINT Is there a Manual Action (penalty)?
  51. 51. #SMX #21A3 @schachin Manual Actions
  52. 52. #SMX #21A3 @schachin Manual Actions. If yes, is it… •  Partial? •  Or Full Site?
  53. 53. #SMX #21A3 @schachin What Manual Actions Are There?
  54. 54. #SMX #21A3 @schachin Manual Actions https://support.google.com/webmasters/answer/2604824?hl=en
  55. 55. #SMX #21A3 @schachin Algorithmic Devaluations Technically, algorithm changes such as Panda or Penguin are NOT penalties. Unlike a manual action, you can gain OR lose with Google algorithms.
  56. 56. #SMX #21A3 @schachin So what are we looking at?
  57. 57. #SMX #21A3 @schachin Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED. • Http vs Https • Robots • SiteMaps • Canonicals • Redirects & 404s • Architecture • Navigation • Code • Meta Tags • Schema Tagging • Google Analytics Tracking @schachin
  58. 58. #SMX #21A3 @schachin •  Http vs Https •  DO they have mixed status? •  If they moved to https, did they change it everywhere? •  Did they redirect pages? •  Robots •  SiteMaps •  Canonicals •  Redirects & 404s •  Architecture •  Navigation •  Code •  Meta Tags •  Schema Tagging •  Google Analytics Tracking Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED.
  59. 59. #SMX #21A3 @schachin •  Http vs Https •  Robots.txt •  Do they have one? •  Is it written correctly? (test it) •  Are they using it when they should be using no-index? •  Robots.txt blocks the page crawl, but not the URL indexing •  Are they blocking CSS &/or JS? •  (can check this also in Search Console) •  SiteMaps •  Canonicals •  Redirects & 404s •  Architecture •  Navigation •  Code •  Meta Tags •  Schema Tagging •  Google Analytics Tracking Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED.
  60. 60. #SMX #21A3 @schachin •  Http vs Https •  Robots.txt •  SiteMaps •  Do they have one? •  Is it written correctly? (test it) •  Check their sitemaps for •  Limits •  Types (video, image, page) •  Index Sitemaps (use them!) •  TIP Google does not use priority or date modifiers •  Canonicals •  Redirects & 404s •  Architecture •  Navigation •  Code •  Meta Tags •  Schema Tagging •  Google Analytics Tracking Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED.
  61. 61. #SMX #21A3 @schachin •  Http vs Https •  Robots.txt •  SiteMaps •  Canonicals •  Do they have them? •  Are they written correctly? •  Do they follow the rules for writing canonicals? •  https://support.google.com/webmasters/answer/139066?hl=en •  http://googlewebmastercentral.blogspot.com/2013/04/5-common-mistakes-with-relcanonical.html •  Redirects & 404s •  Architecture •  Navigation •  Code •  Meta Tags •  Schema Tagging •  Google Analytics Tracking Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED.
  62. 62. #SMX #21A3 @schachin •  Http vs Https •  Robots.txt •  SiteMaps •  Canonicals •  Redirects & 404s •  Are they using 302 or 301? •  Very important in new site launches •  TIP Google will convert (in their crawls) 302s to 301s after about 6 months. •  GOOGLE says it doesn’t matter, but that is not found in practice •  TIP Google Search Console will only remove links for 3-6 months •  How many 404s? Are you bleeding links? Should they be 410? •  Architecture •  Navigation •  Code •  Meta Tags •  Schema Tagging •  Google Analytics Tracking Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED.
  63. 63. #SMX #21A3 @schachin •  Http vs Https •  Robots.txt •  SiteMaps •  Canonicals •  Redirects & 404s •  Architecture •  Is the structure vertical or horizontal? •  TIP Google prefers wide and flat over deep and tall •  Are you giving Google a proper content outline? •  Think 10th grade English Class •  Are you specific, certain and clear? •  Navigation •  Code •  Meta Tags •  Schema Tagging •  Google Analytics Tracking Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED.
  64. 64. #SMX #21A3 @schachin •  Http vs Https •  Robots.txt •  SiteMaps •  Canonicals •  Redirects & 404s •  Architecture •  Navigation •  Are you using proper navigation? •  Are you constructing a contextual view of your site? •  Are you throwing in the kitchen sink? (There are some use cases for this, but not many) •  Do you have evergreen navigation? IMPORTANT! •  TIP Users can only process 5-8 piece of information at a time •  Code •  Meta Tags •  Schema Tagging •  Google Analytics Tracking Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED.
  65. 65. #SMX #21A3 @schachin •  Http vs Https •  Robots.txt •  SiteMaps •  Canonicals •  Redirects & 404s •  Architecture •  Navigation •  Code •  Valid HTML is not a ranking factor, but things that make up valid HTML are ranking factors. •  TIPS Make sure your title tag is the first (after head), use absolute not relative URLS, alt text in a link is the same as text, use ul/li for navigation and keep your code light/clean. •  Meta Tags •  Schema Tagging •  Google Analytics Tracking Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED.
  66. 66. #SMX #21A3 @schachin •  Http vs Https •  Robots.txt •  SiteMaps •  Canonicals •  Redirects & 404s •  Architecture •  Navigation •  Code •  Schema Tagging •  Just do it! Really. Microdata is Google preferred. Use the Highlighter in GSC! •  TIP Any data point can be used in the KG without copyright violation. •  Check Google Search Console for mark-up validity. •  Google Analytics Tracking Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED.
  67. 67. #SMX #21A3 @schachin •  Http vs Https •  Robots.txt •  SiteMaps •  Canonicals •  Redirects & 404s •  Architecture •  Navigation •  Code •  Schema Tagging •  Google Analytics Tracking •  Make sure it is implemented correctly, especially UTM parameters •  Address any errors •  TIP! You can check your implementation with the Chrome Plug-in Tag debugger Technical SEO – VERY IMPORTANT. OFTEN OVERLOOKED.
  68. 68. #SMX #21A3 @schachin What else?
  69. 69. #SMX #21A3 @schachin Speed…. You know fast…. Like really fast…
  70. 70. #SMX #21A3 @schachin Two Tests WebpageTest.org and of course Google Pagespeed Insights
  71. 71. #SMX #21A3 @schachin
  72. 72. #SMX #21A3 @schachin
  73. 73. #SMX #21A3 @schachin Watch your stack flow & resource calls. Very important in mobile!
  74. 74. #SMX #21A3 @schachin What’s weighing your site down?
  75. 75. #SMX #21A3 @schachin How is your Time to First Byte? Needs to be under .80ms! What about compression? CDNs? Are you pre-compressing your images BEFORE upload?
  76. 76. #SMX #21A3 @schachin And Google….
  77. 77. #SMX #21A3 @schachin You want an 85 min – 90+ is best
  78. 78. #SMX #21A3 @schachin Remember Page Speed Insights DOES NOT MEASURE speed. It measures the load time of the objects in the DOM. TIP SCORES of 90 or ABOVE are Best. All sites should be above an 80 Mobile was determined by Desktop, but now will be separate. Speed has higher impact on mobile results.
  79. 79. #SMX #21A3 @schachin Is there more? Why YES there is! Let’s Review Search Console and Google Analytics. (Go to desktop)
  80. 80. #SMX #21A3 @schachin Solving Complex SEO Issues When Standard Fixes Don’t Apply! SEO Audits and Anomalies Fixing What’s Broken.

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