Here is the presentation of my recent webinar that i conducted for @semrush. This will help marketers understand and audit the website properly.

1. SEO Audit
#seosurgeryindia
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2. Site - https://www.paladion.net/
About paladion –
It is a cyber security solution providing company. They take pride in providing in
AI driven MDR (Managed Detection and Response Services).
Area of expertise -
• Threat Anticipation
• Threat Hunting
• Security Monitoring
• Incident Analysis
• Incident Response
• Breach Management

3. SEO Audit Index - Paladion
>> Organic positioning & Index break up
>> On page - Issues and insights
>> Internal Linking structure & Analysis
>> Link profile
>> How to built links (via content marketing)
>> Tips for SEO’s

4. >>Organicpositioning&IndexBreakup
https://www.paladion.net/
Registered On 2/19/2000
Age of the domain 18 years
Http to https Migration Apr-17
Tools & Source :
https://www.semrush.com/in/info/paladion.net+(by+organic)
Screaming Frog ( Inbound & outbound links)
Traffic
Organic traffic (India & US) 5k
Keywords contribution (Approx) 4k
Total Index
Total pages in the website 973
Index status (Google) 870
Inbound and outbound HTML links 1573
Blog pages 400 blogs

5. >>Organicpositioning&CompetitionBreakup
Source - https://www.semrush.com/info/paladion.net

6. >>Onpage-Issuesandinsights
Short titles https://www.paladion.net/threat-anticipation-service
https://www.paladion.net/threat-hunting-service
https://www.paladion.net/security-monitoring-service
Structure Need a well organised structure (Services maintained in a folder)
Image load issues https://www.paladion.net/blogs/control-flow-myths-busted-in-java
Sitemap No priority defined
Footer Same link with multiple anchor tags defined
Page load time
Test 1
Fast broad band (25Mbps) (Mumbai area)
https://gtmetrix.com/reports/www.paladion.net/nCNeVmfn'
Test 2
3g mobile (1.6Mbps) (Mumbai area)
https://gtmetrix.com/reports/www.paladion.net/J3zHB8Vs
Tip : Most ideal way is to drill down via analytics > Geo localtion > City
Tools used : Semrush, Gtmetrics & Screaming frog for titles

7. >>InternalLinkingstructure&Analysis
Tools used : Screaming frog & Excel
Index catered – collation of inbound and outbound links.
200 301 302 303 400 401 403 404 415 500 999
Total 1103 177 38 1 5 2 5 203 1 6 1
0
200
400
600
800
1000
1200
NumberofURL's
Overall Index Response Codes
Observation –
20% of the pages are filled with errors, not the most ideal state for a website

8. >>InternalLinkingstructure&Analysis
Tools used : Screaming frog report
Structure of the website – 60% of the pages are below page depth 4, making it difficult
to crawl. The website should have a folder level hierarchy to make it easy for the bot to
crawl

9. >>Linkprofile
Source -
https://www.semrush.com/analytics/backlinks/overview/paladion.net:root_domain
Observation –
1) No of referring domains vs backlink ratio is high.
2) Optimum use of content marketing can be done for better link building

10. >>Howtobuiltlinks(viacontentmarketing)
SEM Rush for topics & questions
https://www.semrush.com/topic-research/5ab1ee013be7693aed1b140e/
SEO content template
https://www.semrush.com/seo-content-template/id/5ab1efaf3be7695c1deab841/
Other ideas
• Partner with brands to offer them free audit and ask for link back
• Brand mentions - recently won the award in 2017
• Re-brand content. Some are written in 2006, it is now time to upgrade
• Scan major portals for free, give them cyber security solution.
Content marketing using personal profiles
• http://bit.ly/2GPAk4b - Economic times article
• http://bit.ly/2ps9DuL - PDF on website
>> Classic case where the brand could have leveraged linked from this article.

11. >>TipsforSEO’s
Tips
• Use annotations in GA for recording release dates/Google updates. It will help
in understanding/analyzing the impact
• Use tools like semrush, algoroo, mozcast to understand ranking trends.
• Use screaming frog to crawl your competitor website and implement the best
internal linking strategy
• Use Analytics edge to extract ALL URL’s from webmaster tools. Update the
report on screaming frog to check errors.
• Use Gtmetrics URL monitor option to assure the page is performing better.
•

12. #peace