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SEO Audits that Maximize Growth #SMXL19

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Learn how to make your SEO audits strategical, easier to understand and actionable to maximize their efficiency and SEO results.

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SEO Audits that Maximize Growth #SMXL19

  1. 1. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti SEO AUDITS THAT MAXIMIZE GROWTH
  2. 2. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Raise your hand and leave it raised if you have gone through any of these scenarios…
  3. 3. #seoaudits at #smxl19 by @aleyda from @orainti You have invested weeks developing an SEO audit 
 going through all optimization challenges…
  4. 4. #seoaudits at #smxl19 by @aleyda from @orainti From a technical, content, link popularity perspective, using many data sources to validate the outcome Crawling & Indexing Content Quality Link Popularity Rankings & Traffic Audience & Competition
  5. 5. #seoaudits at #smxl19 by @aleyda from @orainti Search BehaviorContent Relevance Making sure you haven’t left anything out from your checklists of the different areas to be validated… * Effective crawling (linked errors, redirects, etc.) * Canonicalization configuration * Internal linking & navigation configuration * Facets, filters & paginations configuration * JavaScript reliance and rendering * Robots.txt configuration * XML Sitemaps usage * Web hierarchy & URL structure Crawling & Indexing * HTTPS Usage and Configuration * Website Speed Optimization * Structured Data Configuration * Mobile First Optimization * International Configuration (hreflang, geolocation) * AMP Configuration (for informational content) * URLs publishing, changes & elimination rules Link Popularity … ….
  6. 6. #seoaudits at #smxl19 by @aleyda from @orainti … but the client never finished implementing the SEO recommendations #seoaudits at #smxl19 by @aleyda from @orainti
  7. 7. #seoaudits at #smxl19 by @aleyda from @orainti The client started with the less important recommendations and took too much to implement so the results were seen too late… #seoaudits at #smxl19 by @aleyda from @orainti
  8. 8. #seoaudits at #smxl19 by @aleyda from @orainti The recommendations were implemented but in the erroneous pages… #seoaudits at #smxl19 by @aleyda from @orainti
  9. 9. #seoaudits at #smxl19 by @aleyda from @orainti The recommendations weren’t implemented since it wasn’t clear that certain resources were needed… #seoaudits at #smxl19 by @aleyda from @orainti
  10. 10. #seoaudits at #smxl19 by @aleyda from @orainti The issues were fixed based on what was recommended but they were undone in a subsequent update… #seoaudits at #smxl19 by @aleyda from @orainti
  11. 11. #seoaudits at #smxl19 by @aleyda from @orainti The recommendations were not executed until the traffic started to decline due to a search update… #seoaudits at #smxl19 by @aleyda from @orainti
  12. 12. #seoaudits at #smxl19 by @aleyda from @orainti YOUR SITE THE COMPETITION As a result we have a failed SEO process because 
 the lack of growth vs. the competition
  13. 13. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Are there too many hands up?
  14. 14. #seoaudits at #smxl19 by @aleyda from @orainti * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Crawling Mondays YouTube SEO Series Host * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * European Search Personality of the Year in 2018 #seoaudits at #smxl19 by @aleyda from @orainti I’m Aleyda Solis, International SEO Consultant & Founder... and I've been there too!
  15. 15. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti How can you develop SEO audits that achieve organic search traffic and conversion growth?
  16. 16. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti It's about making your analysis strategical based on an understanding of the site business and context Areas and pages to prioritize based on their role within the business Core queries to rank for based on business impact USP Required configurations that are needed to take into consideration Previous SEO results and challenges Business Model and goals Platform restrictions Industry challenges and requirements
  17. 17. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Not showing how the issues impact the site results Too long and difficult to read document Not prioritizing based on the impact and criticality Focusing on the issues without specifying cause and solutions Not establishing mechanisms to avoid the issues to happen again Not specifying the expected required resources to fix Taking too long to develop since you try to include every single problem While avoiding these main SEO audit challenges
  18. 18. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Taking too long to develop a full SEO audit since you try to include every single SEO problem
  19. 19. #seoaudits at #smxl19 by @aleyda from @orainti Doing a full SEO audit can take long and might not be always needed or efficient at the start… context matters! Recovery from rankings loss after Web migration SEO support for a change of Web platform or design New SEO proceses for a recently launched site Project Type Business Type Local B2B Startup National 
 News Site International Marketplace Website Size Medium Big Small …. …. SEO Maturity Medium High Low
  20. 20. #seoaudits at #smxl19 by @aleyda from @orainti The SEO audit focus will change based on the project goal, business, Website size and SEO maturity Recovery from rankings loss after Web migration SEO support for a change of Web platform or design New SEO proceses for a recently launched site Project Type Business Type Local B2B Startup National 
 News Site International Marketplace Website Size Medium Big Small …. …. SEO Maturity Medium High Low
  21. 21. #seoaudits at #smxl19 by @aleyda from @orainti YOUR SITE LINKS POPULARITY TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY CONTENT RELEVANCE WEBSITE TYPE 
 (SIZE, BUSINESS MODEL, ETC.) AUDIENCE BEHAVIOR SITE RANKINGS COMPETITORS RANKINGS GOALS RESOURCES & RESTRICTIONS SEO AREAS WITH DIRECT/ HIGHER INFLUENCE CRITICAL CONFIGURATIONS 
 TO CHECK WEBSITE AREAS 
 AND PAGES TYPES FOCUS ONCRITERIA TO PRIORITIZE It should be targeted and prioritized for efficiency based on the site and project characteristics and goals SERP BEHAVIOR SEO EXPERIENCE
  22. 22. #seoaudits at #smxl19 by @aleyda from @orainti SEO AUDIT PRESENTATION SEO AUDIT DEVELOPMENT SEO PROCESS DEVELOPMENT CLIENT INPUT 
 AND FEEDBACK CLIENT VALIDATION The SEO audit should be refined & prioritized w/ your client feedback and validation to make it relevant & feasible too REFINED SEO RECOMMENDATIONS VALIDATED SEO RECOMMENDATIONS
  23. 23. #seoaudits at #smxl19 by @aleyda from @oraintiThanks @izzieonfire! https://twitter.com/izzionfire/status/1160920277703897092 We can't expect to have "standardized" answers that will be suitable for every scenario, validation is necessary for effectiveness and viability
  24. 24. #seoaudits at #smxl19 by @aleyda from @orainti IDENTIFY AND FIX MAIN TECHNICAL AND CONTENT CHALLENGES IN NEW SITE 2 FIX WEB MIGRATION ISSUES & RECOVER TRAFFIC 1 Your SEO analysis should be continuous and developed incrementally and iteratively to drive the SEO process too LACK OF CONTENT RESOURCES BASIC CONTENT RESOURCES IDENTIFY AND START TACKLING BIGGER OPPORTUNITIES IN MARKET VS COMPETITORS 3 … N …
  25. 25. #seoaudits at #smxl19 by @aleyda from @orainti Remember that the goal of an SEO audit is not to deliver a document with all of the SEO issues and opportunities…
  26. 26. #seoaudits at #smxl19 by @aleyda from @orainti The goal of the audit is to be the source and driver 
 of the SEO process to achieve growth
  27. 27. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Focusing on the issues without specifying the cause and solutions
  28. 28. #seoaudits at #smxl19 by @aleyda from @orainti It’s critical to understand what causes and how issues 
 are found, to tackle both in the recommendations Errors URLs
 (4xx, 5xx) Redirected URLs
 (301s, 302s) Canonicalized URLs Noindexed URLs … … WHAT CAUSE THEM? HOW THEY’RE FOUND? PLATFORM BUG NOT SET RULES … LINKING PAGES XML SITEMAPS … HOW TO FIX THEM
  29. 29. #seoaudits at #smxl19 by @aleyda from @orainti Identify how each of the core issues are generated, 
 in which pages they’re happening and the scenarios RYTE
  30. 30. #seoaudits at #smxl19 by @aleyda from @orainti Segment the analysis by area and type, to identify its role on the site and assess the required action to fix it
  31. 31. #seoaudits at #smxl19 by @aleyda from @orainti Describe how each issue is generated and found across 
 the different areas of the site with screenshots Type A Type B Scenario 1
  32. 32. #seoaudits at #smxl19 by @aleyda from @orainti Should 301 Redirect Links to Should link instead Feature examples of how each of the identified scenarios should be fixed based on their role on the site
  33. 33. #seoaudits at #smxl19 by @aleyda from @orainti PAGES OF X TYPES THAT ARE CANONICALIZED TO OTHERS TO WHAT PAGES DO THEY CANONICALIZE? FROM WHAT PAGES ARE THEY LINKED? Do these URLs need to be canonicalized to others? Do these canonicalized URLs need to be linked from these pages? If so, do these links need to be crawlable? Are they canonicalizing to the relevant indexable URLs? Are the links followed? Attach all the relevant data to facilitate that 
 the issues are fixed across all of the instances
  34. 34. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Not showing how the issues impact the site results
  35. 35. #seoaudits at #smxl19 by @aleyda from @orainti Integrate rankings, traffic and conversions data sources to identify and show the issues impact RYTE
  36. 36. #seoaudits at #smxl19 by @aleyda from @orainti Show the traffic and conversions that the pages with issues used to get before and you’re missing now
  37. 37. #seoaudits at #smxl19 by @aleyda from @orainti Show how the competition is outranking you due 
 to the identified issue, from technical, content or links YOUR PAGE COGNITIVESEO
  38. 38. #seoaudits at #smxl19 by @aleyda from @orainti You Competitor Competitor Competitor Targeted Queries by 
 Non-optimized Pages Show how these issues are impacting your search potential vs. your competitors SEMRUSH
  39. 39. #seoaudits at #smxl19 by @aleyda from @orainti The traffic they're already attracting with these pages that outrank you due to the identified issues
  40. 40. #seoaudits at #smxl19 by @aleyda from @orainti Show also how the issues harm not only SEO but 
 the relevant pages conversions and revenue too
  41. 41. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Not prioritizing based on the impact and criticality Too long and difficult to read document Not specifying the expected required resources to fix
  42. 42. #seoaudits at #smxl19 by @aleyda from @orainti 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Scree nshot SCENARIO 1 HOW CAN IT BE FIXED? Scree nshot SCENARIO 1 Scree nshot SEO EFFECT OPTIMIZATION STATUS IMPLEMENTATION DIFFICULTY IMPLEMENTATION RESOURCES BUSINESS IMPORTANCE 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Scree nshot SCENARIO 1 HOW CAN IT BE FIXED? Scree nshot SCENARIO 1 Scree nshot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High For each identified issue specify actions to take w/ importance, difficulty, resources, showing how to fix it
  43. 43. #seoaudits at #smxl19 by @aleyda from @orainti Type A Type B Scenario 1: Update the canonicalization tag to self-refer to URLs without /us/ Make them easy to follow with examples, 
 screenshots and actionable instructions
  44. 44. #seoaudits at #smxl19 by @aleyda from @orainti HIGH PRIORITY 
 HIGH IMPACT WITH LOW DIFFICULTY MEDIUM PRIORITY
 HIGH IMPACT WITH MEDIUM DIFFICULTY
 MEDIUM IMPACT WITH LOW DIFFICULTY LOW PRIORITY MEDIUM IMPACT WITH MEDIUM DIFFICULTY HIGH IMPACT WITH HIGH DIFFICULTY DON’T PRIORITIZE MEDIUM IMPACT WITH HIGH DIFFICULTY LOW IMPACT IMPACT 1 3 2 + DIFFICULTY + - 2 3 Establish an implementation priority based on the 
 impact and difficulty of each recommendation
  45. 45. #seoaudits at #smxl19 by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IDEAL PRIORITY NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 X Page A LOW MEDIUM MEDIUM YES YES NO TBD Y Page B MEDIUM LOW MEDIUM YES YES NO TBD Z Page C LOW LOW MEDIUM YES YES NO TBD Put them in context in a recommendations matrix documenting their characteristics and priority
  46. 46. #seoaudits at #smxl19 by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IDEAL PRIORITY SEO ITERATION TO INCLUDE IT NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 1ST INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 1ST 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 2ND DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND X Page A LOW MEDIUM MEDIUM YES YES NO TBD NONE Y Page B MEDIUM LOW MEDIUM YES YES NO TBD NONE Z Page C LOW LOW MEDIUM YES YES NO TBD NONE Keeping only those to be ideally included in the 
 initial SEO iterations due to their high priority
  47. 47. #seoaudits at #smxl19 by @aleyda from @orainti Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONE S MEDIO BAJO NA TECNICO 1 1. Recommendation to improve X Screensh ot Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensho t Scenario 1 How can it be fixed? Screensho t Scenario 1 Screensho t Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 2 2. Recommendation to fix Y Screensho t Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 3 3. Recommendation to improve Z Screensh ot START WITH HIGHEST PRIORITY Organizing your SEO recommendations starting with 
 the highest priority one so they can be read first
  48. 48. #seoaudits at #smxl19 by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANC E CURRENT OPTIMIZATI ON CONTENT SUPPORT TECH SUPPORT LINKBUILDIN G SUPPORT IDEAL PRIORITY PAGE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 1 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 10 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 15 Using the recommendations matrix as an audit summary 
 and index to facilitate going through them
  49. 49. #seoaudits at #smxl19 by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANC E CURRENT OPTIMIZATI ON CONTENT SUPPORT TECH SUPPORT LINKBUILDIN G SUPPORT IDEAL PRIORITY IMPLEMENTAT ION DIFFICULTY VALIDATE D PRIORITY PAGE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 LOW 1 1 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 MEDIUM 2 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 MEDIUM 4 10 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 MEDIUM 3 15 Presenting the recommendations, while validating their difficulty, feasibility & priority w/ stakeholders
  50. 50. #seoaudits at #smxl19 by @aleyda from @orainti YOUR SITE CONTENT RELEVANCE LINKS POPULARITYHIGH MEDIUM TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY LOW PR COPYWRITING DEVELOPMENT Verifying together the availability of the connected resources that will be required in each SEO area
  51. 51. #seoaudits at #smxl19 by @aleyda from @orainti VIA XML SITEMAP? VIA HTTP HEADER? VIA GTM? VIA EDGE SEO / CDN? HTML HEAD CAN’T BE EDITED TO IMPLEMENT HREFLANG Is there anything critical not doable to execute? Why? Find alternatives with similar outcomes!
  52. 52. #seoaudits at #smxl19 by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY PAGE PERSON IN CHARGE IMPLEMENTA TION DATE LAUNCHING DATE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO LOW 1 1 MARIA 01/08/2019 15/08/2019 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO MEDIUM 2 5 MARIA 15/08/2019 30/08/2019 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO MEDIUM 4 10 JAVIER 30/08/2019 15/09/2019 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO MEDIUM 3 15 JAVIER 15/09/2019 30/09/2019 WHAT WHYWHERE WHO WHEN Use the matrix to set a feasible execution calendar validated with stakeholders
  53. 53. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Not establishing mechanisms to avoid the issues to happen again
  54. 54. #seoaudits at #smxl19 by @aleyda from @orainti PRE-LAUNCH VALIDATION: OK? IMPLEMENTATION YES NO YES CONTINOUS VALIDATION LAUNCH NO FIX POST- LAUNCHING VALIDATION: OK? YES NO FIXFIX CONTINOUS VALIDATION: OK? EVERY TUESDAY EVERY THURSDAY CONTINUOUS Define a validation process to follow when implementing recommendations and doing any site releases
  55. 55. #seoaudits at #smxl19 by @aleyda from @orainti You can schedule your continuous SEO crawls and validations to run and be delivered automatically #seoaudits at #smxl19 by @aleyda from @oraintiRYTE
  56. 56. #seoaudits at #smxl19 by @aleyda from @orainti Set rules to tackle the identified issues systemically within the platform
  57. 57. #seoaudits at #smxl19 by @aleyda from @orainti For example, for the different scenarios of pages with thin content INDEXABLE CATEGORY PAGES WITH <3 INVENTORY & NO SPECIFIC DESCRIPTION HAS > N TRAFFIC OBFUSCATE LINKS, ELIMINATE FROM XML SITEMAPS AND CANONICALIZE PARENT CATEGORY TARGETS QUERY > Y SEARCH VOLUME HAS FEATURED >3 PRODUCTS IN LAST X MONTHS NO YES NO YES YESNO KEEP INDEXED AND ADD SPECIFIC DESCRIPTION
  58. 58. #seoaudits at #smxl19 by @aleyda from @orainti Set real time SEO monitoring and alerts systems, to be warned if anything changes unexpectedly CONTENTKING & LITTLE WARDEN
  59. 59. #seoaudits at #smxl19 by @aleyda from @orainti Like missed or changed hreflang tags in indexable pages from specific site sections or pages types
  60. 60. #seoaudits at #smxl19 by @aleyda from @orainti Applying also Web traffic and rankings data, to prioritize the alerts of those pages with certain minimum value, like those that become non- indexable that have any former activity
  61. 61. #seoaudits at #smxl19 by @aleyda from @orainti Setting the alerts to be directly delivered to your communication or PM systems, whether with a built-in integration…
  62. 62. #seoaudits at #smxl19 by @aleyda from @orainti … or configuring your own integrations that also allow you to further set tasks and assign them already using third-party systems, like Integromat INTEGROMAT
  63. 63. #seoaudits at #smxl19 by @aleyda from @oraintiThanks @Chrisgreen87! https://twitter.com/chrisgreen87/status/1157019788729827333 It’s about simplifying and prioritizing to facilitate your SEO audit execution without overwhelming stakeholders
  64. 64. #seoaudits at #smxl19 by @aleyda from @orainti Following these principles to make your SEO audits 
 more agile and cost-effective Strategical Contextual Segmented Prioritized Actionable Incremental Iterative
  65. 65. #seoaudits at #smxl19 by @aleyda from @orainti Not showing how the issues impact the site results Too long and difficult to read document Not prioritizing based on the impact and criticality Focusing on the issues without specifying cause and solutions Not establishing mechanisms to avoid the issues to happen again Not specifying the expected required resources to fix Taking too long to develop since you try to include every single problem While avoiding these SEO audits main challenges
  66. 66. #seoaudits at #smxl19 by @aleyda from @orainti … It's time to maximize your SEO audits results! THIS YEAR LAST YEAR
  67. 67. #seoaudits at #smxl19 by @aleyda from @orainti * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Crawling Mondays YouTube SEO Series Host * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * European Search Personality of the Year in 2018 #seoaudits at #smxl19 by @aleyda from @orainti Thank you! Questions?

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