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Establishing an Audit Framework

If you're an Internet marketer and have to do any kind of site audits, you may benefit from this presentation. It culminates in a Google Doc with 300+ audit checkpoints.

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Establishing an Audit Framework

  1. 1. establishing an audit frameworkannie cushingseer interactive @anniecushing
  2. 2. do you approach audits this way?seer interactive @anniecushing
  3. 3. most expensive mistakes we see regularly
  4. 4. 1. subdomain reporting errors in GA @anniecushing
  5. 5. @anniecushing
  6. 6. pro tips to minimize chaos add an annotation to analytics change in beginning of month concatenate in excelseer interactive @anniecushing
  7. 7. 2. index bloatseer interactive @anniecushing
  8. 8. causes of bloat borked internal linking search results pages ecommerce parameters faceted navigationseer interactive @anniecushing
  9. 9. 5.8 million pages indexed! @anniecushing
  10. 10. @anniecushing
  11. 11. @anniecushing
  12. 12. That’s a reduction of 10k+ visits!Custom GA Report: @anniecushing
  13. 13. let’s do some math 5.8 million pages indexed in Google 37k pages received organic traffic 645 drove revenue for Feb .6% of pages indexed received traffic .01% of pages indexed generated revenue
  14. 14. seer interactive @anniecushing
  15. 15. 3. ppc traffic reporting in organicseer interactive @anniecushing
  16. 16. totally random aside @anniecushing
  17. 17. I wasn’t the only one fooled @anniecushing
  18. 18. others:PPCCPC @anniecushing
  19. 19. or use this advanced segment @anniecushing
  20. 20. 4. dirty sitemaps “Your sitemaps need to be clean. We have a 1% allowance for dirt in a sitemap. Examples of dirt are if we click on a URL and we see a redirect, a 404 or a 500 code. If we see more than a 1% level of dirt, we begin losing trust in the sitemap”. — Duane Forrester
  21. 21. seer interactive @anniecushing
  22. 22. 5. sitemap hasn’t been submitted FACT: Sitemaps are so easy to submit, surely everyone does it.seer interactive @anniecushing
  23. 23. since caffeine in june 2010, google has an easier time finding sites’ pagesseer interactive @anniecushing
  24. 24. but bing has a harder time and is more dependent on sitemaps to find sites’ pagesseer interactive @anniecushing
  25. 25. 6. loss of valuable links homepage that 302s pages with links that 404 pages that 500seer interactive @anniecushing
  26. 26. a potential solution a checklist of 300+ checkpoints google doc for ease of updatingseer interactive @anniecushing
  27. 27. organization of google doc
  28. 28. find tabs quickly
  29. 29. include screenshot urls in observations More: @anniecushing
  30. 30. seer interactive @anniecushing
  31. 31. seer interactive @anniecushing
  32. 32. seer interactive @anniecushing
  33. 33. seer interactive @anniecushing
  34. 34. seer interactive @anniecushing
  35. 35. seer interactive @anniecushing
  36. 36. tools google doc @anniecushing
  37. 37. links to these google docs interactive @anniecushing
  38. 38. extras in the post tips on how to structure and format audit in word link to both google docs @anniecushing