How to Drive Growth through your SEO Audits at #BrightonSEO

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Develop your audits by making them actionable, prioritized & strategical to drive growth in your SEO Process.

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How to Drive Growth through your SEO Audits at #BrightonSEO

  1. 1. HOW TO DRIVE GROWTH THROUGH YOUR SEO AUDITS #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  2. 2. I’m Aleyda Solis ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ I do SEO I Tweet I Share #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  3. 3. I Write I Speak I’m Featured I’m Aleyda Solis #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  4. 4. Are your SEO recommendations usually not implemented? #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  5. 5. Are your clients disappointed because they don’t see the expected results in the established time? #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  6. 6. Does this happen after spending weeks developing the SEO audit & recommendations? #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  7. 7. STOP, IT’S TIME TO 
 FOCUS #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  8. 8. The goal of an SEO audit is to achieve GROWTH #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  9. 9. Let’s Growth focus your Audits by making them: STRATEGICAL PRIORITIZED ACTIONABLE #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  10. 10. STRATEGICAL #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  11. 11. Technical Configuration CRAWLABILITY & INDEXABILITY Content RELEVANCE Links POPULARITY Your Site Don’t start your SEO audit by 
 identifying your optimization status #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  12. 12. Your Site Technical Configuration CRAWLABILITY & INDEXABILITY Content RELEVANCE Links POPULARITY #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti You need to first establishing its context 
 to make your audit strategical Current Organic Search Performance Current Organic Search Performance Audience Search Behavior & Industry Potential Your Competition
  13. 13. The Context of your Current Organic Search Performance #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Your Site Technical Configuration CRAWLABILITY & INDEXABILITY Content RELEVANCE Links POPULARITY Current Organic Search Performance Current Organic Search Performance
  14. 14. Which are your overall best ranked queries and their related metrics? #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Identify those with a top position but low CTR as well as the existing gap per device & country for each metric
  15. 15. What’s your site top content per device? Identify for which queries it performs best & worst #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  16. 16. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Obtain each one of the queries & related metrics for your top pages with URLProfiler
  17. 17. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Identify the areas bringing more organic search visibility per device & country by using OnPage.org Impact “Directories” Report
  18. 18. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Map these with your current top converting site pages & categories per device & country Identify those top converting pages that have a higher than average bounce rate
  19. 19. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Now you know which are your most valuable current pages, areas & queries and the ones with optimization potential
  20. 20. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti The Context of Your Competition Your Site Technical Configuration CRAWLABILITY & INDEXABILITY Content RELEVANCE Links POPULARITY Your Competition
  21. 21. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti What’s your organic search visibility vs. your competitors? Assess the gap: Do they target more queries, have better positions or both? Use SEMRush
  22. 22. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Identify the ones they target that you don’t or the ones both of you are not ranking well with Which Queries Are Driving this Organic Search Visibility & Traffic to your competitors vs. yours?
  23. 23. Which Queries your competitors used to rank for vs. your site but the visibility was lost? #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  24. 24. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Which Pages Are Driving Organic Search Visibility & Traffic to your competitors vs. yours? Identify which content they have and are getting traffic that you still don’t have
  25. 25. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Which Type of Results Features are your Competitors using to maximize their visibility? Remember that is not only improving rankings but maximizing your visibility with any feature
  26. 26. Use Sistrix Which of your competitors are getting the most out of mobile search & how they are doing it? #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  27. 27. By answering these you’ll be able to identify the opportunity gaps to fill vs your competition Too Granular Existing Pages Little Existing Competition No Rankings vs. Competitors #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  28. 28. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti The Context of Your Audience Search Behavior & Industry Potential Your Site Audience Search Behavior & Industry Potential Technical Configuration CRAWLABILITY & INDEXABILITY Content RELEVANCE Links POPULARITY
  29. 29. What other Queries does your audience search for? Expand per category, location, device Use KWFinder #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  30. 30. Use any of these other Keywords tools! 
 Check the Keyword Matrix Comparison #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti bit.ly/keywordmatrix
  31. 31. Establish the existing modifiers & permutations to identify the audience search behavior #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  32. 32. Gather their metrics: From search volume to rankings, competition & seasonality #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  33. 33. To Identify the relevant search potential per query segment, and prioritize the highest ones Use SEOmonitor #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  34. 34. As well as to establish the existing gap between your current content to target these queries #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  35. 35. Your Site Technical Configuration CRAWLABILITY & INDEXABILITY Content RELEVANCE Links POPULARITY Your Competition All this provides a context that your audit & Recommendations can focus on to drive growth Current Organic Search Performance Audience Search Behavior & Industry Potential #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  36. 36. PRIORITIZED #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  37. 37. Your Site Now you can validate all of the SEO relevant aspects by following a checklist, but… #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Content RELEVANCE Links POPULARITY Technical Configuration CRAWLABILITY & INDEXABILITY https://moz.com/blog/technical-site-audit-for-2015
  38. 38. Prioritizing the pages, areas & queries that are most important, have highest potential & biggest opportunity gap #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti https://moz.com/blog/technical-site-audit-for-2015 Your Site Technical Configuration CRAWLABILITY & INDEXABILITY Content RELEVANCE Links POPULARITY
  39. 39. Analyzing those specific pages in parallel 
 (faster as they’re fewer) to identify quick wins #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Crawl in list mode those top pages, additionally to the usual crawl with the spider mode to all of the site
  40. 40. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Connecting the optimization status with the identified opportunities to target
  41. 41. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Add the new, updated URLs with right name convention They are meant to be ranked so should be indexable and differentiated with specifically relevant content Update links & 301-redirect to only crawl on the protocol to index & rank Unblock the new URLs to be crawled & indexed 301s should go to the relevant new URLs & stop being linked Start 301-redirecting 4xx errors to new URL destinations High High Medium High MediumLow Prioritizing the different actions based on how critical towards growth they are
  42. 42. Your Site Technical Configuration CRAWLABILITY & INDEXABILITY Content RELEVANCE Links POPULARITY High Medium Low As well as the overall optimization areas, 
 to target all aspects towards the ones that matter the most #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  43. 43. ACTIONABLE #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  44. 44. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti As a result of the audit you should create an action-driven recommendation doc that is descriptive, prioritized & easy to go through bit.ly/recostemplate
  45. 45. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti It should explain how to implement each action, with examples of every scenario along with the identified pages to be tackled
  46. 46. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Summarize these recommendations too by specifying their What, Why, Where, Who & When to make them easier to execute WHAT WHY WHERE WHO WHEN
  47. 47. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Include them in a matrix along each action at a granular level to answer them, to be featured in the doc & also kept to be updated WHAT WHY WHERE WHO WHEN Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2016 Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016 Add more content to listings w/ less than 5 products by featuring related ones Medium Medium 2nd level sub- categories 3 Development & Content Matt & Maria 3/9/2016
  48. 48. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti This will align the execution of the prioritized recommendations with resources & timings WHAT WHY WHERE WHO WHEN Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2016 Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016 Add more content to listings w/ less than 5 products by featuring related ones Medium Medium 2nd level sub- categories 3 Development & Content Matt & Maria 3/9/2016
  49. 49. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti … And if for some reason there are challenges to implement any of the recommendations Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2016 Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016 Add more content to listings w/ less than 5 products by featuring related ones Medium Medium 2nd level sub- categories 3 Development & Content Matt & Maria 3/9/2016 WHAT WHY WHERE WHO WHEN
  50. 50. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti It can help to reprioritize the activities, avoiding bottlenecks & keep launching Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2016 Add more content to listings w/ less than 5 products by featuring related ones Medium Medium 2nd level sub- categories 2 Development & Content Matt & Maria 2/9/2016 Deduplicate & Optimize Titles High Medium Blog category pages 3 Content Matt 3/9/2016 WHAT WHY WHERE WHO WHEN
  51. 51. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti This will facilitate not only the actionability but also the accountability, coordination & resource management too Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2016 Add more content to listings w/ less than 5 products by featuring related ones Medium Medium 2nd level sub- categories 2 Development & Content Matt & Maria 2/9/2016 Deduplicate & Optimize Titles High Medium Blog category pages 3 Content Matt 3/9/2016 How many highly important with low optimization status have been re-prioritized? Which resources & people have been correctly advancing and which have had delays?
  52. 52. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Check out my #KoozaiTV video where I go much more into detail about actionable reccos. bit.ly/actionableseo
  53. 53. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti The goal should be that the specified recommendations are effectively implemented to achieve the results as expected
  54. 54. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti The goal should be that the specified recommendations are effectively implemented to achieve the results as expected GROWTH
  55. 55. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti Make your SEO audits great again! STRATEGICAL PRIORITIZED ACTIONABLE #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
  56. 56. NOW IT’S YOUR TIME! THANKS :) #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti

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