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Diagnosing Technical SEO Issues - Adam Audette - SMX East 2009

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A deck I prepared for SMX East in October of 2009. This presentation outlines my company's approach to diagnosing very technical SEO issues, such as crawling and indexation. Tools are provided alongside a summary of the most important factors we investigate.

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Diagnosing Technical SEO Issues - Adam Audette - SMX East 2009

  1. 1. Dianosing Technical SEO Issues Adam Audette SEO with Many Hats SMX East - October 2009
  2. 2. <ul><li>Look for patterns </li></ul><ul><li>Takes some experience </li></ul><ul><li>Problem solving is crucial </li></ul><ul><li>Basics can easily be taught </li></ul><ul><li>Takes time to perfect </li></ul><ul><li>Teams are your best bet </li></ul>
  3. 3. I’m the SEO with many hats (and they’re all white)
  4. 4. Part Art... <ul><li>Follow your nose </li></ul><ul><li>Use your experience </li></ul><ul><li>Stay diligent </li></ul><ul><li>Use your resources </li></ul>
  5. 5. Part Science... <ul><li>Use tools to diagnose </li></ul><ul><li>Undergo systematic investigation </li></ul><ul><li>Check for set factors </li></ul><ul><li>Document carefully </li></ul>
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  7. 7. <ul><li>On-page </li></ul><ul><ul><li>Domains </li></ul></ul><ul><ul><li>Navigations </li></ul></ul><ul><ul><li>Sections & Categories </li></ul></ul><ul><ul><li>Pages </li></ul></ul><ul><ul><li>Media </li></ul></ul>A Framework for SEO Audits
  8. 8. <ul><li>Off-page </li></ul><ul><ul><li>Backlinks (quantity, quality) </li></ul></ul><ul><ul><li>Social Media Signals </li></ul></ul><ul><ul><li>Cache Date(s), Indexed Pages </li></ul></ul><ul><ul><li>Toolbar PageRank </li></ul></ul>A Framework for SEO Audits
  9. 9. The Big 4 Factors <ul><ul><li>URLs </li></ul></ul><ul><ul><li>Site Architecture & Navigation </li></ul></ul><ul><ul><li>Product-level Pages </li></ul></ul><ul><ul><li>Site Latency </li></ul></ul>
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  16. 16. Some Cool Tools <ul><li>Google Searches </li></ul><ul><ul><ul><li>site: + inurl: / intitle: </li></ul></ul></ul><ul><ul><li>Lynx / SEO-browser.com </li></ul></ul><ul><ul><li>Charles / ySlow </li></ul></ul><ul><ul><li>Various Toolbars </li></ul></ul><ul><ul><ul><li>WAVE </li></ul></ul></ul><ul><ul><ul><li>Web Developer </li></ul></ul></ul><ul><ul><ul><li>SEO Book </li></ul></ul></ul>
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  27. 27. More Cool Tools <ul><ul><li>Linkscape </li></ul></ul><ul><ul><li>SEMRush </li></ul></ul><ul><ul><li>wget or curl </li></ul></ul><ul><ul><li>Log Analysis </li></ul></ul>
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  30. 30. http://www.audettemedia.com/blog/seo-diagnostics-tool
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  32. 32. SEO for Information Architecture http://www.audettemedia.com/blog/seo-guide-information-architecture
  33. 33. Thank you! Adam Audette @audette www.audettemedia.com

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