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Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic

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This presentation outlines how to assess, gather data, and perform a successful SEO audit of your or your client's websites. During the SEO process, it's important to know the tools and when and where to use them.

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Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic

  1. 1. May 14–16, 2014 #CZLTO | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic Bill Hartzer Globe Runner Senior SEO Strategist
  2. 2. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Overview • When you need to perform an SEO audit • What tools you can use • How to spot SEO issues you need to fix • SEO Audit Checklist
  3. 3. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive When you Need to Perform an SEO Audit • Changes in rankings or traffic • Development: before a site goes live • Development: before a website redesign • Once every 6 months, or annually
  4. 4. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive What Tools You Can Use • Traffic Tools • Webmaster Tools (Bing, Google) • Crawlers - crawl sites that gather data • Link Tools - show links to your site • Link Audit Tools - audits links to your site
  5. 5. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Traffic Tools • Google Analytics • SEMRush
  6. 6. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Traffic Tools • Google Analytics • Use to analyze traffic for drops, changes
  7. 7. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Traffic Tools • SEMRush • Analyze changes in rankings
  8. 8. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Webmaster Tools • Bing Webmaster Tools
  9. 9. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Bing Webmaster Tools • Spot Issues To Fix:
  10. 10. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Webmaster Tools • Google Webmaster Tools
  11. 11. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Google Webmaster Tools • Spot Issues to Fix
  12. 12. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: OptiSpider • What it does: • Crawls site, analyzes internal links on site. • Analyzes topic/reputation of site, pages
  13. 13. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: OptiSpider • Spot Issues to Fix: • Mismatch between anchor text and topic of pages
  14. 14. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: Screaming Frog SEO Spider • What it does: crawls site, grabs data • Titles, Meta Desc., Heading Tags, more
  15. 15. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: Screaming Frog SEO Spider • Spot Issues to Fix: • Review Title Tags, all meta data, headings • Review 404 errors, redirects, URL issues
  16. 16. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: Integrity (Scrutiny) • What it does: • Crawls site, reports redirects, 404 errors • Mac only, finds more errors than other crawlers
  17. 17. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: Integrity (Scrutiny) • Spot Issues to Fix: • 404 errors and 301 redirects (internal and external bad links)
  18. 18. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: Majestic SEO • What it does: Reports links to your site.
  19. 19. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: Majestic SEO • Spot Issues to Fix: • Topical Trust Flow • Anchor Text of Links • Referring Domains • Links to Site
  20. 20. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: Ahrefs • What it does: Reports Links to Site
  21. 21. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: Ahrefs • Spot Issues to Fix: • Anchor Text • Referring Domains, Outgoing Domain Links
  22. 22. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: OSE, Moz.com • What it does: • Open Site Explorer Reports Links • Moz.com (Keyword Difficulty Report) • Moz.com has lots of other reports
  23. 23. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: OSE, Moz.com • Spot Issues to Fix: • Keyword Difficulty Report, Review DA, PA
  24. 24. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Audit Tools: Link Research Tools • What it does: Lots of reports • Link Detox Identifies Risk of Links to Site
  25. 25. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Audit Tools: Link Research Tools • Spot Issues to Fix: • Remove Toxic Links to Site, then Disavow • Review Suspicious Links
  26. 26. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Globe Runner SEO Audit Checklist • Search Engine Reputation • Search Engine Exposure • Web Site Structure • Link Popularity • Internal Link Structure • Site Meta Data • Social Media (accounts, engagement) • Domain Name(s) owned • Local (NAP data, citations, reviews, etc.) Contact me for copy of 10 Page SEO Audit Checklist.
  27. 27. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Thank You Contact Me Bill Hartzer Senior SEO Strategist Globe Runner SEO Email: Bill@GlobeRunnerSEO.com Mobile: (214) 236-4378 Office: (972) 538-0260 Ext. 7076 Direct: (469) 645-1231 Web: http://www.globerunner.com Blog: http://www.billhartzer.com Twitter: @bhartzer

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