1.
SEO AUDITS
Presented by:
Alan Bleiweiss
@AlanBleiweiss
http://AlanBleiweiss.com

2.
Audit Experience
@AlanBleiweiss

3.
SEO AUDITS
SEO is about UX
As seen through the eyes
Of search algorithms
and manual reviewers
@AlanBleiweiss

4.
SEO AUDITS
@AlanBleiweiss
The Primary Purpose of
an SEO Audit
Is to Identify Search Engine
UX Evaluation Weakness

5.
SEO AUDITS
Improving UX Evaluation Factors =
More Relevant Visibility
@AlanBleiweiss
&
Higher Conversion Potential

6.
SEO AUDITS
An Audit That Includes Too Many Tasks
Will Overwhelm People Into Inaction
Or Distract Resources
@AlanBleiweiss

7.
SEO AUDITS
@AlanBleiweiss
Strategic Site Audits
•Overview Only
•Not Too Granular
•Provides Tasking Recommendations

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.
SEO AUDITS
e.g.; If You Identify Poor Topical Organization
• Show Examples
• Recommend Reorganization
• Provide Example Reorganization Options
@AlanBleiweiss

10.
SEO AUDITS
@AlanBleiweiss
QUART –
The 5 Super-Signals of SEO
• Quality
• Uniqueness
• Authority
• Relevance
• Trust

11.
SEO AUDITS
When Is It Time To Perform
@AlanBleiweiss
A Strategic Audit?

12.
SEO AUDITS
@AlanBleiweiss
When Revenue Is Inexplicably Down

13.
SEO AUDITS
@AlanBleiweiss
When Traffic Takes A Nose Dive

14.
SEO AUDITS
@AlanBleiweiss
When You’ve Been Slapped

15.
SEO AUDITS
When You Think Everything Is “Okay”
@AlanBleiweiss

16.
SEO AUDITS
When You’ve Gone As Far As You Can On Your Own
@AlanBleiweiss

17.
SEO AUDITS
•Main Site
•Niche Domains / Sub-Domains
•“Related” Sites
•Inbound Link Footprint
•Supporting Social Signals
@AlanBleiweiss
What Needs To Be Reviewed

18.
SEO AUDITS
@AlanBleiweiss
What Needs To Be Reviewed
Crawl / Processing Speed
Topical Focus / Dilution
Sub-Topical Organization
UX Intuitiveness
Signal Consistency / Confusion

19.
SEO AUDITS
@AlanBleiweiss
Gather Data From Multiple Sources
Screaming Frog
Google Analytics
Google Webmaster Tools / Bing Webmaster Tools
URIValet.com / WebPageTest.org

20.
SEO AUDITS
@AlanBleiweiss
Gather Data From Multiple Sources
SEMRush Majestic
SearchMetrics RavenTools
Open Site Explorer Panguin Tool

21.
SEO AUDITS
@AlanBleiweiss
Obvious Issues
Require Attention

22.
SEO AUDITS
@AlanBleiweiss
Obvious Issues
Require Attention

23.
SEO AUDITS
@AlanBleiweiss
Don’t Just Focus On
The Obvious Issues
Always be looking
For odd data points

24.
SEO AUDITS
@AlanBleiweiss
Always be looking
For odd data points

25.
SEO AUDITS
@AlanBleiweiss
Always be looking
For odd data points

26.
SEO AUDITS
In the age of Penguin
Link Velocity Matters Big Time!
@AlanBleiweiss
Always be looking
For odd data points

27.
SEO AUDITS
@AlanBleiweiss
Understand How
Different Signals
Impact Each Other

28.
SEO AUDITS
@AlanBleiweiss
Understand How
Different Signals
Impact Each Other

29.
SEO AUDITS
@AlanBleiweiss
Understand How
Different Signals
Impact Each Other

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.
SEO AUDITS
Duplicate Content Distracts, Dilutes & Deters Conversions
@AlanBleiweiss

32.
SEO AUDITS
Serious Server Delays Alone Can Sometimes Crash your @AlanBleiweiss

33.
SEO AUDITS
Sometimes Just Resolving Crawl Inefficiency Can Fix Everything
@AlanBleiweiss

34.
SEO AUDITS
Sometimes It’s Just A Single Known Algorithm Update Issue
@AlanBleiweiss

35.
SEO AUDITS
@AlanBleiweiss
Sometimes it’s More Complex

36.
SEO AUDITS
@AlanBleiweiss
Social & Other Channels
Matter to SEO

37.
SEO AUDITS
@AlanBleiweiss
SEO is Not An Island Unto Itself

38.
SEO AUDITS
@AlanBleiweiss
Plan for the Best Outcome

39.
SEO AUDITS
@AlanBleiweiss
Set Realistic Expectations

40.
SEO AUDITS
Recovery Often Results In 30 – 60 day Rebound Cycle
@AlanBleiweiss

41.
SEO AUDITS
Set Realistic Expectations
An SEO Audit Should Strive
For Perfect Implementation
Yet Understand Fiscal & Resource Constraints
@AlanBleiweiss

42.
SEO AUDITS
Set Realistic Expectations
An SEO Audit Can’t Save
A Business Overnight
@AlanBleiweiss

43.
SEO AUDITS
Set Realistic Expectations
@AlanBleiweiss
An SEO Audit
Can Get an Off-The-Rails Effort
Back On Track

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