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The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009

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The Art and Science of SEO Site Audits includes approaches, deliverables, tools and MacGyver.

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The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009

  1. 1. The Art & Science of Site Audits Adam Audette SEO with Many Hats
  2. 2. <ul><li>Site audits are extremely intensive </li></ul><ul><li>Rely on 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 learn deeply </li></ul>
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  4. 4. I’m the SEO with many hats (and they’re all white)
  5. 5. Brief Background <ul><li>2 nd generation search marketer </li></ul><ul><ul><ul><ul><li>John Audette, Outrider </li></ul></ul></ul></ul><ul><li>President at AudetteMedia, Inc </li></ul><ul><ul><ul><li>Search Marketing Boutique </li></ul></ul></ul><ul><li>Oversee SEO at Zappos </li></ul><ul><ul><ul><li>With Zappos since 2001 </li></ul></ul></ul><ul><li>Lead SEO Strategy for international agency </li></ul><ul><ul><ul><li>Key partnership with AudetteMedia </li></ul></ul></ul>
  6. 6. Part Art... <ul><li>Follow your nose </li></ul><ul><li>Use your experience </li></ul><ul><li>Requires diligence </li></ul><ul><li>Requires trust </li></ul>
  7. 7. Part Science... <ul><li>Use tools to diagnose </li></ul><ul><li>Undergo calculated investigation </li></ul><ul><li>Check for set factors </li></ul><ul><li>Document carefully </li></ul>
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  13. 13. <ul><li>On-page </li></ul><ul><ul><li>Domains </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
  14. 14. <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
  15. 15. 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>
  16. 16. What about Deliverables? <ul><li>Summarize </li></ul><ul><li>Keep it Prioritized </li></ul><ul><li>Keep it Actionable </li></ul><ul><li>Build in Follow-up </li></ul><ul><li>Sizzle Matters </li></ul>
  17. 17. SIZZLE!
  18. 18. Documenting Issues <ul><li>Problem </li></ul><ul><li>Impact </li></ul><ul><li>Recommended Solution(s) </li></ul>
  19. 19. 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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  32. 32. More Cool Tools <ul><ul><li>Linkscape </li></ul></ul><ul><ul><li>SEMRush </li></ul></ul><ul><ul><li>wget </li></ul></ul><ul><ul><li>Log Analysis </li></ul></ul>
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  35. 35. http://www.audettemedia.com/blog/seo-diagnostics-tool
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  37. 37. SEO for Information Architecture http://www.audettemedia.com/blog/seo-guide-information-architecture
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  39. 39. Thank you! Adam Audette @audette www.audettemedia.com

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