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#SMX #21A @Itstricchi
Jessie Stricchiola ~ CEO, Alchemist Media Inc.
SEO AUDITS:
Key Elements of
Discovery & Planning
#SMX #21A @Itstricchi
Jessie Stricchiola
▪ SEO Since 1997
▪ Founder & CEO, Alchemist Media Inc.
▪ Co-Founder, SEMPO.org
▪ ...
#SMX #21A @Itstricchi
Audit Discovery: Purpose of the Audit
▪  New Site / Startup
▪  First Time Audit (no prior SEO)
▪  Si...
#SMX #21A @Itstricchi
Audit Discovery: Client Background
▪  Startup or Established Business?
▪  Who Will Be Point of Conta...
#SMX #21A @Itstricchi
Audit Discovery: Property Background
▪  Subdomains / Mobile Versions / HTTPS / Schema
▪  Organic Eff...
#SMX #21A @Itstricchi
Audit Discovery: Site Tour
▪  Broad Topic Landing Pages
▪  Sub-Topic Focus Pages
▪  User Account Pag...
#SMX #21A @Itstricchi
Audit Planning: Site Redesigns & Migrations
▪  Determine Launch Timeline
▪  Acquire Wireframes and S...
#SMX #21A @Itstricchi
Audit Planning: Traffic Drops & Penalties
▪  Check/Document Historical Data (GSC, BWT, GA)
▪  Obtain...
#SMX #21A @Itstricchi
Summary
▪  Be Clear About the Purpose of the Audit
▪  Identify Client and Property Background Inform...
#SMX #XXA @Itstricchi
SEE YOU AT THE NEXT #SMX
THANK YOU!
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SEO Audits Key Elements of Discovery and Planning By Jessie Stricchiola

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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 Audits Key Elements of Discovery and Planning - Given by Jessie Stricchiola, @itstricchi - Alchemist Media Inc., CEO. #SMX #21A

Published in: Marketing

SEO Audits Key Elements of Discovery and Planning By Jessie Stricchiola

  1. 1. #SMX #21A @Itstricchi Jessie Stricchiola ~ CEO, Alchemist Media Inc. SEO AUDITS: Key Elements of Discovery & Planning
  2. 2. #SMX #21A @Itstricchi Jessie Stricchiola ▪ SEO Since 1997 ▪ Founder & CEO, Alchemist Media Inc. ▪ Co-Founder, SEMPO.org ▪ Co-Author, The Art of SEO (O’Reilly, ’09, ’12, ’15) ▪ Qualified Subject Matter Expert in Litigation Matters
  3. 3. #SMX #21A @Itstricchi Audit Discovery: Purpose of the Audit ▪  New Site / Startup ▪  First Time Audit (no prior SEO) ▪  Site Redesign / CMS Migration ▪  Domain/Subdomain Migration ▪  Diagnosing Traffic Drops / Penalties ▪  Site “Checkup” Audit (prior SEO)
  4. 4. #SMX #21A @Itstricchi Audit Discovery: Client Background ▪  Startup or Established Business? ▪  Who Will Be Point of Contact / What is Their Skill Level? ▪  Development & Engineering - Internal, External, or Both? ▪  Prior Agency Relationships? Why Did They End? ▪  Identify In-House SEO “Owners” and Resources
  5. 5. #SMX #21A @Itstricchi Audit Discovery: Property Background ▪  Subdomains / Mobile Versions / HTTPS / Schema ▪  Organic Efforts (Implementations & Impact) ▪  Technical (Redesigns / CMS Migrations / Performance) ▪  Analytics Status (Views / Filters & Configs / KPIs) ▪  GSC/BWT History (Indexation / Analytics / Notifications) ▪  Paid Search Data
  6. 6. #SMX #21A @Itstricchi Audit Discovery: Site Tour ▪  Broad Topic Landing Pages ▪  Sub-Topic Focus Pages ▪  User Account Pages ▪  Product Pages ▪  Pagination Pages
  7. 7. #SMX #21A @Itstricchi Audit Planning: Site Redesigns & Migrations ▪  Determine Launch Timeline ▪  Acquire Wireframes and Site Architecture ▪  Identify New CMS’s SEO Needs (plugins, modules, etc.) ▪  Plan for Q/A and Crawling/Editing Staging Site
  8. 8. #SMX #21A @Itstricchi Audit Planning: Traffic Drops & Penalties ▪  Check/Document Historical Data (GSC, BWT, GA) ▪  Obtain Crawl, Backlink, and Related Data ▪  Investigate Historical Link-Building and SEO Efforts ▪  Inquire About Historical Remediation Efforts
  9. 9. #SMX #21A @Itstricchi Summary ▪  Be Clear About the Purpose of the Audit ▪  Identify Client and Property Background Information ▪  Establish Timelines - Historical & Planned ▪  Understand the Site’s Content Areas
  10. 10. #SMX #XXA @Itstricchi SEE YOU AT THE NEXT #SMX THANK YOU!

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