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2015 SearchFest – SEMpdx
Performing a Technical SEO Audit
2015 SearchFest – Performing a Highly Technical SEO Audit
About Me
• Senior SEO Strategist, Globe Runner
• Founder, DFWSEM Association
• Brand Ambassador, Majestic.com
• Personal Blog: www.BillHartzer.com
• Practicing Organic/Natural SEO since 1996
2015 SearchFest – Performing a Highly Technical SEO Audit
Overview
• Gather Data
• Analyze
• Present Results
2015 SearchFest – Performing a Highly Technical SEO Audit
Before You Begin – Info from Client
• Google Analytics, Webmaster Tools access
• Bing Webmaster Tools access
• Prior history: SEO done in past?
• Prior history: Domain Names used
• List of Domain Names owned
• List of Domain Names redirected
• List of Competitors
• Ask: anything else we need to know?
2015 SearchFest – Performing a Highly Technical SEO Audit
Gathering Phase
• Gather the Data
• Save the Data (MS Excel, MS Word)
• Start making notes (Notepad)
2015 SearchFest – Performing a Highly Technical SEO Audit
Google Searches
• site:domain.com
• site:domain.com –site:www.domain.com
• Click last page of SERPs to get page count
2015 SearchFest – Performing a Highly Technical SEO Audit
Screaming Frog
2015 SearchFest – Performing a Highly Technical SEO Audit
OptiSpider
2015 SearchFest – Performing a Highly Technical SEO Audit
Integrity (aka Scrutiny)
What it does:
• Crawls site, reports redirects, 404 errors
• Mac only, finds more errors
2015 SearchFest – Performing a Highly Technical SEO Audit
Siteliner.com
2015 SearchFest – Performing a Highly Technical SEO Audit
Bing Webmaster Tools
2015 SearchFest – Performing a Highly Technical SEO Audit
Bing Webmaster Tools
• Spot issues to fix
2015 SearchFest – Performing a Highly Technical SEO Audit
Google Webmaster Tools
2015 SearchFest – Performing a Highly Technical SEO Audit
Google Webmaster Tools
2015 SearchFest – Performing a Highly Technical SEO Audit
Moz Campaign
2015 SearchFest – Performing a Highly Technical SEO Audit
SEMRush Site Audit
2015 SearchFest – Performing a Highly Technical SEO Audit
Website Log Files
• Weblog Storming, AwStats
2015 SearchFest – Performing a Highly Technical SEO Audit
Audit Site Structure
• Internal Link Structure
• Manual Review of Site
• URL Hierarchy
• Grouping of Topics
• GA: In-Page Analytics
2015 SearchFest – Performing a Highly Technical SEO Audit
Gather Off-Site Data
• It’s not all about on-site and on-page.
2015 SearchFest – Performing a Highly Technical SEO Audit
Google Webmaster Tools Links
2015 SearchFest – Performing a Highly Technical SEO Audit
Ahrefs Links
2015 SearchFest – Performing a Highly Technical SEO Audit
Majestic.com Links
2015 SearchFest – Performing a Highly Technical SEO Audit
Majestic.com Topic Review
2015 SearchFest – Performing a Highly Technical SEO Audit
Majestic Trust Flow, Citation Flow
• Trust Flow = Number of clicks from a seed set of
trusted sites to a given URL, or Domain
• Citation Flow = Number of citations to a given URL, or
Domain
2015 SearchFest – Performing a Highly Technical SEO Audit
Majestic Anchor Text Review
2015 SearchFest – Performing a Highly Technical SEO Audit
URIValet.com
• Check Server Headers
2015 SearchFest – Performing a Highly Technical SEO Audit
WebPageTest.org
• Page Performance
2015 SearchFest – Performing a Highly Technical SEO Audit
Miscellaneous Data to Review
• All sorts of extras
2015 SearchFest – Performing a Highly Technical SEO Audit
Site Speed, DNS Health
• Tools.Pingdom.com
2015 SearchFest – Performing a Highly Technical SEO Audit
Site Speed Review – Google
Analytics
2015 SearchFest – Performing a Highly Technical SEO Audit
Robots.txt Issues
• Default CMS file?
• Disallowing wrong?
• Using “allow”?
• Not specifying sitemap.xml URL
• Directives conflict with other signals
2015 SearchFest – Performing a Highly Technical SEO Audit
Sitemap Issues
• Google Webmaster Tools sitemaps
• New pages not updated on sitemap
• Issues with multiple sitemaps
• No sitemap file?
2015 SearchFest – Performing a Highly Technical SEO Audit
Subdomain Issues
• Duplicate content?
• Using subdomain rather than directory
• Wildcard subdomains turned on?
• www versus non-www issues
2015 SearchFest – Performing a Highly Technical SEO Audit
Canonical Issues
• Review canonical tags
• Not using canonical correctly
• Conflicting signals with canonical, others
• Canonical tags to help with dupe content
2015 SearchFest – Performing a Highly Technical SEO Audit
Use of Structured Data
• Taking advantage of Schema.org
• Not just for local addresses
• Reviews and Events
• Person, Place, Organization
• Products and Offers
2015 SearchFest – Performing a Highly Technical SEO Audit
Local Listings – Audit the listings
• Google My Business
• Bing Places for Business
• Yahoo! Local
2015 SearchFest – Performing a Highly Technical SEO Audit
Local Citations – Separate Audit
• Are citations correct?
• Same address, suite #, phone number?
2015 SearchFest – Performing a Highly Technical SEO Audit
Analysis Phase
• Analyze the Data
• Make Assumptions
& Recommendations
• You’re Fat!
• You need to exercise!
• OK, well maybe not like that…
2015 SearchFest – Performing a Highly Technical SEO Audit
Analysis Phase
• Analyze gathered data
• Look for Obvious Issues
• Look for Odd Data Points
• More notes!
2015 SearchFest – Performing a Highly Technical SEO Audit
Analyze Google Analytics
• Changes over time, year over year data
• Conversion Data
• Bounce Rates
• Pages Per Session
• Drops in Traffic:
Panda or Penguin?
2015 SearchFest – Performing a Highly Technical SEO Audit
Panda or Penguin Issues?
• Verify with SEMRush, Google Analytics
• Moz Google Algorithm Change History
moz.com/google-algorithm-change
• Panguin Tool
barracuda-digital.co.uk/panguin-tool/
2015 SearchFest – Performing a Highly Technical SEO Audit
Analyze Keyword Data, Rankings
• Look for keyword opportunities
Anything ranking on 2nd page?
• Review SEMRush Keyword Data
• Review GWT Search Query Report
2015 SearchFest – Performing a Highly Technical SEO Audit
Analyze On-Site Data
• Title Tags
• Meta Descriptions
• Headings H1, H2, etc.
• Internal Anchor Text
• External Links (outgoing links)
• Google Pages Indexed vs. Crawled
2015 SearchFest – Performing a Highly Technical SEO Audit
Analyze On-Site Data
• Conflicting signals? Overall Topic focus
• Conflicting signals?
Robots.txt vs. Canonical vs. Meta Robots vs. Nofollow
• Internal Duplicate Content
• Not Enough Unique Content
• Internal links within content present?
• Review Navigation
• Review Footer, footer links, copyright
2015 SearchFest – Performing a Highly Technical SEO Audit
Analyze Off-Site Data
• Link Velocity Matters (getting new links)
• Review anchor text (over optimized?)
• Diversity of anchor text
• Look for Toxic, Low Quality Links
• Run Link Risk, Link Detox report
2015 SearchFest – Performing a Highly Technical SEO Audit
Presentation Phase
• Present the Data
• Show the Results
• Make it look great!
• Action Plan
• Implementation Plan
2015 SearchFest – Performing a Highly Technical SEO Audit
Present The Results
• Use internal or formal doc needed?
• Who will implement?
• Client’s developer? Outside developer?
• Implement changes in-house?
• MS Word doc, spreadsheets with data
• PowerPoint needed for client meeting?
2015 SearchFest – Performing a Highly Technical SEO Audit
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
2015 SearchFest – Performing a Highly Technical SEO Audit
Finally – Additional Lists
• List of Priority Issues
• Present Action Plan for Implementing
2015 NamesCon– Global SEO & Domain Preference – Thank You
Contact Me
Bill Hartzer
Senior SEO Strategist
Globe Runner SEO
Email: Bill@GlobeRunner.com
Mobile: (214) 236-4378
Office: (972) 538-0260
Web: http://www.globerunner.com
Blog: https://www.billhartzer.com
Twitter: @bhartzer
Facebook: http://www.facebook.com/bhartzer

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How to Perform an SEO Audit

  • 1. 2015 SearchFest – SEMpdx Performing a Technical SEO Audit
  • 2. 2015 SearchFest – Performing a Highly Technical SEO Audit About Me • Senior SEO Strategist, Globe Runner • Founder, DFWSEM Association • Brand Ambassador, Majestic.com • Personal Blog: www.BillHartzer.com • Practicing Organic/Natural SEO since 1996
  • 3. 2015 SearchFest – Performing a Highly Technical SEO Audit Overview • Gather Data • Analyze • Present Results
  • 4. 2015 SearchFest – Performing a Highly Technical SEO Audit Before You Begin – Info from Client • Google Analytics, Webmaster Tools access • Bing Webmaster Tools access • Prior history: SEO done in past? • Prior history: Domain Names used • List of Domain Names owned • List of Domain Names redirected • List of Competitors • Ask: anything else we need to know?
  • 5. 2015 SearchFest – Performing a Highly Technical SEO Audit Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad)
  • 6. 2015 SearchFest – Performing a Highly Technical SEO Audit Google Searches • site:domain.com • site:domain.com –site:www.domain.com • Click last page of SERPs to get page count
  • 7. 2015 SearchFest – Performing a Highly Technical SEO Audit Screaming Frog
  • 8. 2015 SearchFest – Performing a Highly Technical SEO Audit OptiSpider
  • 9. 2015 SearchFest – Performing a Highly Technical SEO Audit Integrity (aka Scrutiny) What it does: • Crawls site, reports redirects, 404 errors • Mac only, finds more errors
  • 10. 2015 SearchFest – Performing a Highly Technical SEO Audit Siteliner.com
  • 11. 2015 SearchFest – Performing a Highly Technical SEO Audit Bing Webmaster Tools
  • 12. 2015 SearchFest – Performing a Highly Technical SEO Audit Bing Webmaster Tools • Spot issues to fix
  • 13. 2015 SearchFest – Performing a Highly Technical SEO Audit Google Webmaster Tools
  • 14. 2015 SearchFest – Performing a Highly Technical SEO Audit Google Webmaster Tools
  • 15. 2015 SearchFest – Performing a Highly Technical SEO Audit Moz Campaign
  • 16. 2015 SearchFest – Performing a Highly Technical SEO Audit SEMRush Site Audit
  • 17. 2015 SearchFest – Performing a Highly Technical SEO Audit Website Log Files • Weblog Storming, AwStats
  • 18. 2015 SearchFest – Performing a Highly Technical SEO Audit Audit Site Structure • Internal Link Structure • Manual Review of Site • URL Hierarchy • Grouping of Topics • GA: In-Page Analytics
  • 19. 2015 SearchFest – Performing a Highly Technical SEO Audit Gather Off-Site Data • It’s not all about on-site and on-page.
  • 20. 2015 SearchFest – Performing a Highly Technical SEO Audit Google Webmaster Tools Links
  • 21. 2015 SearchFest – Performing a Highly Technical SEO Audit Ahrefs Links
  • 22. 2015 SearchFest – Performing a Highly Technical SEO Audit Majestic.com Links
  • 23. 2015 SearchFest – Performing a Highly Technical SEO Audit Majestic.com Topic Review
  • 24. 2015 SearchFest – Performing a Highly Technical SEO Audit Majestic Trust Flow, Citation Flow • Trust Flow = Number of clicks from a seed set of trusted sites to a given URL, or Domain • Citation Flow = Number of citations to a given URL, or Domain
  • 25. 2015 SearchFest – Performing a Highly Technical SEO Audit Majestic Anchor Text Review
  • 26. 2015 SearchFest – Performing a Highly Technical SEO Audit URIValet.com • Check Server Headers
  • 27. 2015 SearchFest – Performing a Highly Technical SEO Audit WebPageTest.org • Page Performance
  • 28. 2015 SearchFest – Performing a Highly Technical SEO Audit Miscellaneous Data to Review • All sorts of extras
  • 29. 2015 SearchFest – Performing a Highly Technical SEO Audit Site Speed, DNS Health • Tools.Pingdom.com
  • 30. 2015 SearchFest – Performing a Highly Technical SEO Audit Site Speed Review – Google Analytics
  • 31. 2015 SearchFest – Performing a Highly Technical SEO Audit Robots.txt Issues • Default CMS file? • Disallowing wrong? • Using “allow”? • Not specifying sitemap.xml URL • Directives conflict with other signals
  • 32. 2015 SearchFest – Performing a Highly Technical SEO Audit Sitemap Issues • Google Webmaster Tools sitemaps • New pages not updated on sitemap • Issues with multiple sitemaps • No sitemap file?
  • 33. 2015 SearchFest – Performing a Highly Technical SEO Audit Subdomain Issues • Duplicate content? • Using subdomain rather than directory • Wildcard subdomains turned on? • www versus non-www issues
  • 34. 2015 SearchFest – Performing a Highly Technical SEO Audit Canonical Issues • Review canonical tags • Not using canonical correctly • Conflicting signals with canonical, others • Canonical tags to help with dupe content
  • 35. 2015 SearchFest – Performing a Highly Technical SEO Audit Use of Structured Data • Taking advantage of Schema.org • Not just for local addresses • Reviews and Events • Person, Place, Organization • Products and Offers
  • 36. 2015 SearchFest – Performing a Highly Technical SEO Audit Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local
  • 37. 2015 SearchFest – Performing a Highly Technical SEO Audit Local Citations – Separate Audit • Are citations correct? • Same address, suite #, phone number?
  • 38. 2015 SearchFest – Performing a Highly Technical SEO Audit Analysis Phase • Analyze the Data • Make Assumptions & Recommendations • You’re Fat! • You need to exercise! • OK, well maybe not like that…
  • 39. 2015 SearchFest – Performing a Highly Technical SEO Audit Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes!
  • 40. 2015 SearchFest – Performing a Highly Technical SEO Audit Analyze Google Analytics • Changes over time, year over year data • Conversion Data • Bounce Rates • Pages Per Session • Drops in Traffic: Panda or Penguin?
  • 41. 2015 SearchFest – Performing a Highly Technical SEO Audit Panda or Penguin Issues? • Verify with SEMRush, Google Analytics • Moz Google Algorithm Change History moz.com/google-algorithm-change • Panguin Tool barracuda-digital.co.uk/panguin-tool/
  • 42. 2015 SearchFest – Performing a Highly Technical SEO Audit Analyze Keyword Data, Rankings • Look for keyword opportunities Anything ranking on 2nd page? • Review SEMRush Keyword Data • Review GWT Search Query Report
  • 43. 2015 SearchFest – Performing a Highly Technical SEO Audit Analyze On-Site Data • Title Tags • Meta Descriptions • Headings H1, H2, etc. • Internal Anchor Text • External Links (outgoing links) • Google Pages Indexed vs. Crawled
  • 44. 2015 SearchFest – Performing a Highly Technical SEO Audit Analyze On-Site Data • Conflicting signals? Overall Topic focus • Conflicting signals? Robots.txt vs. Canonical vs. Meta Robots vs. Nofollow • Internal Duplicate Content • Not Enough Unique Content • Internal links within content present? • Review Navigation • Review Footer, footer links, copyright
  • 45. 2015 SearchFest – Performing a Highly Technical SEO Audit Analyze Off-Site Data • Link Velocity Matters (getting new links) • Review anchor text (over optimized?) • Diversity of anchor text • Look for Toxic, Low Quality Links • Run Link Risk, Link Detox report
  • 46. 2015 SearchFest – Performing a Highly Technical SEO Audit Presentation Phase • Present the Data • Show the Results • Make it look great! • Action Plan • Implementation Plan
  • 47. 2015 SearchFest – Performing a Highly Technical SEO Audit Present The Results • Use internal or formal doc needed? • Who will implement? • Client’s developer? Outside developer? • Implement changes in-house? • MS Word doc, spreadsheets with data • PowerPoint needed for client meeting?
  • 48. 2015 SearchFest – Performing a Highly Technical SEO Audit 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
  • 49. 2015 SearchFest – Performing a Highly Technical SEO Audit Finally – Additional Lists • List of Priority Issues • Present Action Plan for Implementing
  • 50. 2015 NamesCon– Global SEO & Domain Preference – Thank You Contact Me Bill Hartzer Senior SEO Strategist Globe Runner SEO Email: Bill@GlobeRunner.com Mobile: (214) 236-4378 Office: (972) 538-0260 Web: http://www.globerunner.com Blog: https://www.billhartzer.com Twitter: @bhartzer Facebook: http://www.facebook.com/bhartzer