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The Phillosophy of SEO Audits

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In order to succeed in todays highly competitive and dynamic organic search engine optimization reality, it's vital to be able to identify issues preventing a site from maximum visibility in search engines, and then getting user experience polished and refined enough to win.

This deck, from my presentation at the 2014 Pubcon conference in Las Vegas, conveys insights, critical thinking considerations, and how-to regarding performing a proper best practices SEO site audit.

Published in: Marketing
  • @Anand Srinivasan Anand, There may be a misunderstanding of what my slide communicated. I do not ignore any aspects of SEO. What I do is look at all the factors I believe go into SEO individually and as they relate to each other. However what I do not do is examine those across every page of a web site. If I am dealing with a 10,000 page web site, I do not need to look at 10,000 page Titles or whether bullet points and bold keywords exist on all 10,000 pages. Because I do strategic audits, I am looking for patterns of implementation where I start with the most important pages and drill down, but only to a certain point. Problem patterns will emerge from that. And I prioritize recommendations based on those.
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  • Great slides Alan. I however find myself in disagreement with your sixth slide (taking up too many tasks and going granular). In my opinion, an audit should indeed go comprehensive so that we could identify all the possible issues that one may have ignored by and large but could be identified and recitified. What do you think about this? I recently published a document on this myself. Would love to know what you think : http://www.slideshare.net/leadjoint/how-to-perform-an-seo-audit-the-ultimate-guide
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  • Nice slides Alan, it's alot about improving user experience on your website!!
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  • Thanks Kevin!
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  • Good stuff Alan. I expected no less.
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The Phillosophy of SEO Audits

  1. 1. SEO AUDITS Presented by: Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
  2. 2. Audit Experience @AlanBleiweiss
  3. 3. SEO AUDITS SEO is about UX As seen through the eyes Of search algorithms and manual reviewers @AlanBleiweiss
  4. 4. SEO AUDITS @AlanBleiweiss The Primary Purpose of an SEO Audit Is to Identify Search Engine UX Evaluation Weakness
  5. 5. SEO AUDITS Improving UX Evaluation Factors = More Relevant Visibility @AlanBleiweiss & Higher Conversion Potential
  6. 6. SEO AUDITS An Audit That Includes Too Many Tasks Will Overwhelm People Into Inaction Or Distract Resources @AlanBleiweiss
  7. 7. SEO AUDITS @AlanBleiweiss Strategic Site Audits •Overview Only •Not Too Granular •Provides Tasking Recommendations
  8. 8. SEO AUDITS e.g.; If You Identify Weakness In Keyword Selection • Show Examples • Recommend Better Phrase Selection • Show Examples of Better Phrases @AlanBleiweiss
  9. 9. SEO AUDITS e.g.; If You Identify Poor Topical Organization • Show Examples • Recommend Reorganization • Provide Example Reorganization Options @AlanBleiweiss
  10. 10. SEO AUDITS @AlanBleiweiss QUART – The 5 Super-Signals of SEO • Quality • Uniqueness • Authority • Relevance • Trust
  11. 11. SEO AUDITS When Is It Time To Perform @AlanBleiweiss A Strategic Audit?
  12. 12. SEO AUDITS @AlanBleiweiss When Revenue Is Inexplicably Down
  13. 13. SEO AUDITS @AlanBleiweiss When Traffic Takes A Nose Dive
  14. 14. SEO AUDITS @AlanBleiweiss When You’ve Been Slapped
  15. 15. SEO AUDITS When You Think Everything Is “Okay” @AlanBleiweiss
  16. 16. SEO AUDITS When You’ve Gone As Far As You Can On Your Own @AlanBleiweiss
  17. 17. SEO AUDITS •Main Site •Niche Domains / Sub-Domains •“Related” Sites •Inbound Link Footprint •Supporting Social Signals @AlanBleiweiss What Needs To Be Reviewed
  18. 18. SEO AUDITS @AlanBleiweiss What Needs To Be Reviewed Crawl / Processing Speed Topical Focus / Dilution Sub-Topical Organization UX Intuitiveness Signal Consistency / Confusion
  19. 19. SEO AUDITS @AlanBleiweiss Gather Data From Multiple Sources Screaming Frog Google Analytics Google Webmaster Tools / Bing Webmaster Tools URIValet.com / WebPageTest.org
  20. 20. SEO AUDITS @AlanBleiweiss Gather Data From Multiple Sources SEMRush Majestic SearchMetrics RavenTools Open Site Explorer Panguin Tool
  21. 21. SEO AUDITS @AlanBleiweiss Obvious Issues Require Attention
  22. 22. SEO AUDITS @AlanBleiweiss Obvious Issues Require Attention
  23. 23. SEO AUDITS @AlanBleiweiss Don’t Just Focus On The Obvious Issues Always be looking For odd data points
  24. 24. SEO AUDITS @AlanBleiweiss Always be looking For odd data points
  25. 25. SEO AUDITS @AlanBleiweiss Always be looking For odd data points
  26. 26. SEO AUDITS In the age of Penguin Link Velocity Matters Big Time! @AlanBleiweiss Always be looking For odd data points
  27. 27. SEO AUDITS @AlanBleiweiss Understand How Different Signals Impact Each Other
  28. 28. SEO AUDITS @AlanBleiweiss Understand How Different Signals Impact Each Other
  29. 29. SEO AUDITS @AlanBleiweiss Understand How Different Signals Impact Each Other
  30. 30. SEO AUDITS Architecture that is too flat Dilutes group topical focus @AlanBleiweiss URL Hierarchy Is it too flat? Is it too deep? MySite.com/ MySite.com/everypage
  31. 31. SEO AUDITS Duplicate Content Distracts, Dilutes & Deters Conversions @AlanBleiweiss
  32. 32. SEO AUDITS Serious Server Delays Alone Can Sometimes Crash your @AlanBleiweiss
  33. 33. SEO AUDITS Sometimes Just Resolving Crawl Inefficiency Can Fix Everything @AlanBleiweiss
  34. 34. SEO AUDITS Sometimes It’s Just A Single Known Algorithm Update Issue @AlanBleiweiss
  35. 35. SEO AUDITS @AlanBleiweiss Sometimes it’s More Complex
  36. 36. SEO AUDITS @AlanBleiweiss Social & Other Channels Matter to SEO
  37. 37. SEO AUDITS @AlanBleiweiss SEO is Not An Island Unto Itself
  38. 38. SEO AUDITS @AlanBleiweiss Plan for the Best Outcome
  39. 39. SEO AUDITS @AlanBleiweiss Set Realistic Expectations
  40. 40. SEO AUDITS Recovery Often Results In 30 – 60 day Rebound Cycle @AlanBleiweiss
  41. 41. SEO AUDITS Set Realistic Expectations An SEO Audit Should Strive For Perfect Implementation Yet Understand Fiscal & Resource Constraints @AlanBleiweiss
  42. 42. SEO AUDITS Set Realistic Expectations An SEO Audit Can’t Save A Business Overnight @AlanBleiweiss
  43. 43. SEO AUDITS Set Realistic Expectations @AlanBleiweiss An SEO Audit Can Get an Off-The-Rails Effort Back On Track
  44. 44. SEO AUDITS Set Realistic Expectations For a Step-By-Step “How-To” of My Audit Process Check Out My Slide Deck from Last Year’s Pubcon http://bit.ly/AuditHowTo @AlanBleiweiss

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