Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018

488 views

Published on

In this presentation, Bill Hartzer of Hartzer Consulting talks about Advanced SEO Audits of websites. Presented at the Pubcon Las Vegas Conference, Pubcon Pro 2018.

Published in: Internet
  • Be the first to comment

Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018

  1. 1. Pubcon Pro 2018: Advanced SEO Auditing Advanced SEO Auditing
  2. 2. Pubcon Pro 2018: Advanced SEO Auditing About Me • SEO Consultant, Hartzer Consulting • Blogger/Writer BillHartzer.com • Founder, DFWSEM Association (2004) • US Brand Ambassador, Majestic.com • Brand Ambassador, OnCrawl.com • Practicing Organic/Natural SEO since 1996 • Formerly Senior VP, Advice Interactive (Advice Local) • Senior SEO Strategist, Globe Runner • Director of SEO, Standing Dog
  3. 3. Pubcon Pro 2018: Advanced SEO Auditing SEO Audit Experience • Started SEO auditing in 2008-ish • SEO Audit Services, agency level • SEO Audits as one-off projects • SEO Audits at start of ongoing monthly SEO • Full-time SEO Auditing started in 2016 • 100+ SEO Audits in past 2 years
  4. 4. Pubcon Pro 2018: Advanced SEO Auditing Overview – Advanced SEO Audits • Common SEO Mistakes I See • Choosing Which Recommendations to Provide • Overall SEO audit process • Presenting Results and Recommendations @bhartzer
  5. 5. Pubcon Pro 2018: Advanced SEO Auditing What Isn’t an SEO Audit? • Lots of SEO Tools out there. Over 90+ on my list. • Audits are NOT just running some software or SaaS tool. • It’s NOT an audit if you just run software or crawl a site. @bhartzer
  6. 6. Pubcon Pro 2018: Advanced SEO Auditing So What Is An SEO Audit? It’s a process… • It starts with crawling, gathering lots of data. • It’s knowing which SEO software or SaaS tool to run, when. • It’s Interpreting data and providing recommendations. @bhartzer
  7. 7. Pubcon Pro 2018: Advanced SEO Auditing SEO Audits are only as good as the experience of the person doing the analysis. @bhartzer
  8. 8. Pubcon Pro 2018: Advanced SEO Auditing Recommendations must be implemented in order for you to get value from an SEO Audit. @bhartzer
  9. 9. Pubcon Pro 2018: Advanced SEO Auditing Common Mistakes Most Sites Make in 2018 @bhartzer
  10. 10. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Bad HTTP/HTTPs Migration @bhartzer
  11. 11. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Duplicate Content Issues @bhartzer
  12. 12. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Mega Menus @bhartzer Fix: • Internal Link Structure • Review Silos • Review Content clusters
  13. 13. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Site Structure Issues @bhartzer Run Sitebulb • Internal Link Structure • Review Silos • Review Content clusters • Other SEO audit issues Award-Winning Sitebulb.com
  14. 14. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Orphaned Content & Pages @bhartzer Analyze Log File Data • Find pages not in site structure • Combine log files, Google Search Console & Analytics Data in analysis OnCrawl.com
  15. 15. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Link Issues, Bad & Low Quality Links @bhartzer
  16. 16. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Over Optimization On-page and onsite over optimization • Keyword stuffing • Poorly written meta data • Not using proper heading tags, lists, etc. @bhartzer
  17. 17. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Incorrect Usage of Code or Directives • Too much, or incorrect Schema markup (or not using it at all) • Incorrect implementation of code or conflicting directives - incorrect rel next/prev usage - incorrect canonical tag directives - incorrect robots.txt directives @bhartzer
  18. 18. Pubcon Pro 2018: Advanced SEO Auditing Choosing Which Recommendations to Provide • We run the SEO tools, gather the data. • We get information & data overload! • What do you recommend? What do you fix? • Focus on what will make an impact for the site, based on KPIs. @bhartzer
  19. 19. Pubcon Pro 2018: Advanced SEO Auditing What Will Make an Impact? • Tools provide and show potential issues (Sitebulb, SEMrush, Screaming Frog) • Read and understand the issues. • Make decisions based on the site. • Size of site, type of site, content, current rankings, other issues, can all play a role. • It’s OK to ignore some issues! • Some analysis just comes with experience. @bhartzer
  20. 20. Pubcon Pro 2018: Advanced SEO Auditing Overall SEO Audit Process • Before You Begin • Gather Data • Analyze • Present Results @bhartzer
  21. 21. Before You Begin – Info to Gather • Access to website (if possible), log file data • Google Analytics, Search Console access • Bing Webmaster Tools access • Prior history: What SEO was done in past? • Prior history: Domain Names used • List of Domain Names owned, redirected • List of Competitors • Ask: anything else we need to know? Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  22. 22. Content – Review Content on Site & Rankings • Google Search Console - Search Analytics • SEMrush.com Keyword Research • Review Current Rankings • SimilarWeb Traffic and Data • SERPStat Data • Google Analytics Data Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  23. 23. Google Search Console > Search Analytics > Pages Analysis What does Google think? Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  24. 24. Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad) Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  25. 25. Crawlers • OnCrawl • Screaming Frog • Sitebulb • Deep Crawl • Siteliner Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  26. 26. Pubcon Pro 2018: Advanced SEO Auditing @bhartzer Search Engine Tools • Google Search Console • Bing Webmaster Tools • Other Google Tools
  27. 27. Audit Site Structure • Internal Link Structure • Manual Review of Site • URL Hierarchy • Grouping of Topics • GA: In-Page Analytics Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  28. 28. Gather Off-Site Data • It’s not all about on-site and on-page. Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  29. 29. Pubcon Pro 2018: Advanced SEO Auditing @bhartzer Link Data • Google Search Console Links • Majestic • Ahrefs • Link Research Tools
  30. 30. Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  31. 31. Local Citations – Separate Audit • Are citations correct? • Same address, suite #, phone number? Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  32. 32. Analysis Phase • Analyze the Data • Make Assumptions • Make Recommendations • Analyze the road • Analyze the conditions… Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  33. 33. Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes! Pubcon Pro 2018: Advanced SEO Auditing @bhartzer@bhartzer
  34. 34. Presentation Phase • Present the Data • Show the Results • Make it look great! • Action Plan • Implementation Plan Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  35. 35. Present The Results • Use internal or formal doc needed? • Who will implement? • Implement changes in-house? Outsource? • MS Word doc, spreadsheets with data • PowerPoint needed for presentation? Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  36. 36. Present The Results - Document • Cover Page • Table of Contents • Overview (summary, positives, negatives) • Website Crawlability (404s, 301s, One-Page issues) • Content Optimization (site arch., keyword issues) • Linking (Internal links, externals links, link profile) • Overall Recommendations Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  37. 37. Finally – Additional Lists • List of Priority Issues • Present Action Plan for Implementing Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  38. 38. SEO Audit Toolset • Google Page Speed Test • Mobile Friendly Test • Google Search Console - time downloading a page (if slower than 2 seconds to get the code, they'll abandon the crawl) • Webpagetest.org (diversity of testing environments is helpful... browser types, locations, connection speeds) Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  39. 39. SEO Audit Toolset • WebPageTest • Google Search Console • Google Analytics • GPSi page speed insights • G Structured Data Test • GSC Disavow • GSC Fetch & Render • Marie Haynes' Disavow Blacklist Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  40. 40. SEO Audit Toolset • Google Mobile Test • Google AMP Test • Bing Mobile Test • W3c mobileOK Checker • Deep Crawl • Google AW Keyword Planner • Moz Keyword Explorer • What is my IP Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  41. 41. SEO Audit Toolset • Builtwith • Server Software Detection • SEO Server Header Checker Tool • SSL Server Test powered by Qualsys SSL Labs • Redirect Checker • Serpstat • semrush • GA Code Checker Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  42. 42. SEO Audit Toolset • W3c CSS Validator • W3c Markup Validator • hreflang testing tool • tracker map • OSE, Majestic, Ahrefs, Link Research Tools, Kerboo • Bing Webmaster Tools • Panguin tool • OnCrawl Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  43. 43. Contact Bill Hartzer Hartzer Consulting Email: Bill@BillHartzer.com Phone: (214) 236-4378 Web: https://www.hartzer.com Twitter: @bhartzer Facebook: http://www.facebook.com/bhartzer Pubcon Pro 2018: Advanced SEO Auditing @bhartzer

×