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DMI Webinar Series 2014 
Topic 1: SEO AUDITS - a 3 Part Guide 
Part 1 - Identification 
! 
! 
Date: August 20th, 2014 
Pre...
Agenda 
13:00 to 13:45 GMT 
13:00 - 13:05 Welcome and Introduction! 
! 
13:05 - 13:15 What is an SEO audit, why is it impo...
! 
SEARCH ENGINE OPTIMISATION 
modification and refinement 
of a website to improve 
indexation & ranking by search engine...
! 
GOOD SEO NEEDS THE FOLLOWING 
a well structured website that can be accessed 
and indexed by search bots/spiders 
websi...
! 
sounds simple right? 
! 
…if only it was…
WHY… 
WHY IS SEO IMPORTANT?
Get found in the myriad of search results 
http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
Encourage Clickthroughs - Get listed on 1st SERP 
http://www.catalystsearchmarketing.com/pubs/google-ctr-study/ http://moz...
AUDIT PREP/RESEARCH 
! 
positioning
Competitive Search = More Paid Ads 
PAID 
SEARCH 
RESULTS! 
! 
! 
! 
! 
ORGANIC 
SEARCH 
RESULTS
Niche Search = Less Paid Ads 
PAID 
SEARCH 
RESULTS! 
! 
! 
! 
! 
ORGANIC 
SEARCH 
RESULTS
PAID 
SEARCH 
RESULTS! 
! 
! 
! 
! 
ORGANIC! 
LOCAL/MAP 
SEARCH 
RESULTS
Search Listings - Anatomy 
SEO/META TITLE (optimised) or Page Title (not optimised) 
PAGE URL 
SEO/META DESCRIPTION (optim...
! 
Identify Keywords 
Forecast Keyword Traffic
Search ReSearch - Keywords 
PAGE URL 
Type anything into the google search to see “search suggestions”! 
This is the first...
Search ReSearch - Keywords
Search ReSearch - Long Tail Keywords
Search ReSearch - Long Tail Keywords 
1. Long tail, is a very big proportion of the Web search traffic. ! 
2. Anywhere fro...
Search ReSearch - Long Tail Keywords 
1. Long tail, is a very big proportion of the Web search traffic. ! 
2. Anywhere fro...
Search ReSearch - Long Tail Keywords 
As a user’s query becomes more refined they are more likely to click on a first page...
Google Trends 
Shows relative popularity of a search term over time – not total search volume.! 
The numbers given are alw...
Google Trends 
https://www.google.ie/trends/explore#q=digital%20marketing&geo=IE&cmpt=q
Google AdWords - Keyword Planner 
https://adwords.google.ie/KeywordPlanner
SITE TOOLS & ANALYTICS 
! 
Google Webmaster Tools 
& Google Analytics
Google WMT - Verify A Site 
https://www.google.com/webmasters/tools/home?hl=en!
Google WMT - Why Use It?
Google WMT - Why Use It? 
Monitor your site's performance in Google Search results: 
! 
• Make sure that Google can access...
Google WMT - Key Tasks 
1. Data Highlighter – this is a tool allowing you to ‘tag’ 
structural and consistent elements of ...
Google WMT - 1.Data Highlighter Tool 
Supported data types 
! 
You can use Data Highlighter to 
teach Google about the fol...
Google WMT - 2. Search Queries
Google WMT - 4. Internal Links 
The number of internal links pointing to a page is a signal to search engines 
about the r...
Google WMT - 7. Crawl Errors
Google WMT - 9. Sitemaps 
Make sure your site has an XML sitemap created. The easiest way to check for 
this is to type in...
Google WMT - Site Settings - canonical domain 
The preferred domain is the one 
that you would liked used to index 
your s...
Google WMT - Geographic Target 
If your site has a generic top-level 
domain, such as .com or .org, 
and targets users in ...
Google WMT - Other Tools
Google WMT - Google Places/Business Center 
http://www.google.com/business/
Google WMT - Google Places/Business Center
Google WMT - Google Places/Business Center
Google WMT - Google Places/Business Center
Google WMT - Google Places/Business Center
Google WMT - Page Speed Insights
Google WMT - Why Page Speed Matters… 
A 1-­‐second delay in page load =me causes: 
• 11% fewer page views 
• 16% decrease ...
Google WMT - Page Speed Insights 
! 
But…most sites load on average in 
! 
7 seconds…
Google WMT - Connect to Analytics
Google WMT - Connect to Analytics
Google WMT - Connect to Analytics
Google WMT - Connect to Analytics
Google Analytics - A PowerHouse of Data
Google Analytics - Traffic Acquisition
Google Analytics - User Flow
Further Reading 
!
GOOGLE RANKING FACTORS 
! 
http://backlinko.com/google-ranking-factors 
!
Conclusion 
! 
Currently Google owns standard search at 66.9 percent (Bing at 14.8 
percent) and mobile search at 89.9 per...
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DMI Webinar Series - SEO Audits (Part 1 of 3)

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Part 1 of a 3 part Series on SEO Audits
Slides associated with the Google+ Hangout from August 20th, 2014 at https://plus.google.com/u/0/events/cdmu4pmjcn8sj045hjiglph142s

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DMI Webinar Series - SEO Audits (Part 1 of 3)

  1. 1. DMI Webinar Series 2014 Topic 1: SEO AUDITS - a 3 Part Guide Part 1 - Identification ! ! Date: August 20th, 2014 Presenter: Livia Henderson, DMI Tutor & Acadmic Liaison
  2. 2. Agenda 13:00 to 13:45 GMT 13:00 - 13:05 Welcome and Introduction! ! 13:05 - 13:15 What is an SEO audit, why is it important?! ! 13:15 - 13:30 Audit Prep/Research - positioning & keywords! ! 13:30 - 13:45 Using Webmaster Tools & Analytics for SEO.! ! ! Questions will be taken during each section and answered as we go along, ! wherever appropriate.! Copyright © Digital Marketing Institute 2014
  3. 3. ! SEARCH ENGINE OPTIMISATION modification and refinement of a website to improve indexation & ranking by search engines so that your audience can find you online ! website + search engine + users
  4. 4. ! GOOD SEO NEEDS THE FOLLOWING a well structured website that can be accessed and indexed by search bots/spiders website with content optimised for specific search terms relevant and connected data
  5. 5. ! sounds simple right? ! …if only it was…
  6. 6. WHY… WHY IS SEO IMPORTANT?
  7. 7. Get found in the myriad of search results http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
  8. 8. Encourage Clickthroughs - Get listed on 1st SERP http://www.catalystsearchmarketing.com/pubs/google-ctr-study/ http://moz.com/blog/mission-imposserpble-2-user-intent-click-through-rates !
  9. 9. AUDIT PREP/RESEARCH ! positioning
  10. 10. Competitive Search = More Paid Ads PAID SEARCH RESULTS! ! ! ! ! ORGANIC SEARCH RESULTS
  11. 11. Niche Search = Less Paid Ads PAID SEARCH RESULTS! ! ! ! ! ORGANIC SEARCH RESULTS
  12. 12. PAID SEARCH RESULTS! ! ! ! ! ORGANIC! LOCAL/MAP SEARCH RESULTS
  13. 13. Search Listings - Anatomy SEO/META TITLE (optimised) or Page Title (not optimised) PAGE URL SEO/META DESCRIPTION (optimised) or First line of page text (not optimised) Search Terms or Keywords, are bolded in the Search Results listing
  14. 14. ! Identify Keywords Forecast Keyword Traffic
  15. 15. Search ReSearch - Keywords PAGE URL Type anything into the google search to see “search suggestions”! This is the first step in trying to predict what keywords and phrases! users type in, to find what they are looking for.!
  16. 16. Search ReSearch - Keywords
  17. 17. Search ReSearch - Long Tail Keywords
  18. 18. Search ReSearch - Long Tail Keywords 1. Long tail, is a very big proportion of the Web search traffic. ! 2. Anywhere from 20% to maybe 50% of all queries are in long tail format.! 3. Google says around 18% or 20% of all searches are extremely long tail, meaning they've never seen them before - very unique kinds of searches!
  19. 19. Search ReSearch - Long Tail Keywords 1. Long tail, is a very big proportion of the Web search traffic. ! 2. Anywhere from 20% to maybe 50% of all queries are in long tail format.! 3. Google says around 18% or 20% of all searches are extremely long tail, meaning they've never seen them before - very unique kinds of searches!
  20. 20. Search ReSearch - Long Tail Keywords As a user’s query becomes more refined they are more likely to click on a first page organic result (~56% for four+ word queries v. ~30% for one-word queries). They also tend to be spread more evenly throughout the 1-10 positions.! ! http://moz.com/blog/mission-imposserpble-2-user-intent-click-through-rates!
  21. 21. Google Trends Shows relative popularity of a search term over time – not total search volume.! The numbers given are always relative to one another, the region, the time frame, and the highest point on the chart. All numbers are shown normalised using a 1-100 scale with 100 considered peak search volume.
  22. 22. Google Trends https://www.google.ie/trends/explore#q=digital%20marketing&geo=IE&cmpt=q
  23. 23. Google AdWords - Keyword Planner https://adwords.google.ie/KeywordPlanner
  24. 24. SITE TOOLS & ANALYTICS ! Google Webmaster Tools & Google Analytics
  25. 25. Google WMT - Verify A Site https://www.google.com/webmasters/tools/home?hl=en!
  26. 26. Google WMT - Why Use It?
  27. 27. Google WMT - Why Use It? Monitor your site's performance in Google Search results: ! • Make sure that Google can access your content • Submit new content for crawling and remove content you don't want seen • Maintain your site with minimal disrup=on to search performance • Monitor and resolve malware or spam issues so your site stays clean Discover how Google Search—and the world—sees your site: • Which queries caused your site to appear in search results? • Did some queries result in more traffic to your site than others? • Are your product prices, company contact info, or events highlighted in rich search results? • Which sites are linking to your website? • Is your mobile site performing well for visitors searching on mobile?
  28. 28. Google WMT - Key Tasks 1. Data Highlighter – this is a tool allowing you to ‘tag’ structural and consistent elements of site content, for increased exposure in the SERP -­‐ hNps://support.google.com/webmasters/topic/2692946? hl=en&ref_topic=4599161 2. Search Queries -­‐ how are users finding you 3. Links to Your Site -­‐ who links to your content 4. Internal Links -­‐ measure of page importance 5. Index Status -­‐ how many files on your site are indexed or blocked by the googlebot 6. Remove URLs – this is a tool that allows you to remove any link to your site from google search. 7.Crawl Errors 8. Fetch as Google – monitor how Google fetches a specific URL on your site, allows resubmission to index. 9. Sitemaps – Submit your own sitemaps (.xml file), for increased accuracy and indexing speed. This is a core benefit of webmaster tools, controlling what google, can and cannot see on your site. ! 1! !!! 2! 3! 4! !! 5! 6! ! 7! ! 8! 9
  29. 29. Google WMT - 1.Data Highlighter Tool Supported data types ! You can use Data Highlighter to teach Google about the following types of data on your site: ! • Ar=cles • Events • Local Businesses • Restaurants • Products • Sodware Applica=ons • Movies • TV Episodes • Books
  30. 30. Google WMT - 2. Search Queries
  31. 31. Google WMT - 4. Internal Links The number of internal links pointing to a page is a signal to search engines about the relative importance of that page. If an important page does not appear in this list, or if a less important page has a relatively large number of internal links, you should consider reviewing your internal link structure.
  32. 32. Google WMT - 7. Crawl Errors
  33. 33. Google WMT - 9. Sitemaps Make sure your site has an XML sitemap created. The easiest way to check for this is to type in www.site.com/sitemap.xml.
  34. 34. Google WMT - Site Settings - canonical domain The preferred domain is the one that you would liked used to index your site's pages (sometimes this is referred to as the canonical domain)
  35. 35. Google WMT - Geographic Target If your site has a generic top-level domain, such as .com or .org, and targets users in a particular geographic location,
  36. 36. Google WMT - Other Tools
  37. 37. Google WMT - Google Places/Business Center http://www.google.com/business/
  38. 38. Google WMT - Google Places/Business Center
  39. 39. Google WMT - Google Places/Business Center
  40. 40. Google WMT - Google Places/Business Center
  41. 41. Google WMT - Google Places/Business Center
  42. 42. Google WMT - Page Speed Insights
  43. 43. Google WMT - Why Page Speed Matters… A 1-­‐second delay in page load =me causes: • 11% fewer page views • 16% decrease in customer sa=sfac=on • 7% loss in conversions (source: Aberdeen Group) ! Reasons Users Don’t Wait: • 47% of people expect a web page to load in two seconds or less. • 40% will abandon a web page if it takes more than three seconds to load. • 52% of online shoppers say quick page loads are affect their loyalty to a site.
  44. 44. Google WMT - Page Speed Insights ! But…most sites load on average in ! 7 seconds…
  45. 45. Google WMT - Connect to Analytics
  46. 46. Google WMT - Connect to Analytics
  47. 47. Google WMT - Connect to Analytics
  48. 48. Google WMT - Connect to Analytics
  49. 49. Google Analytics - A PowerHouse of Data
  50. 50. Google Analytics - Traffic Acquisition
  51. 51. Google Analytics - User Flow
  52. 52. Further Reading !
  53. 53. GOOGLE RANKING FACTORS ! http://backlinko.com/google-ranking-factors !
  54. 54. Conclusion ! Currently Google owns standard search at 66.9 percent (Bing at 14.8 percent) and mobile search at 89.9 percent (Yahoo at 5.8 percent). ! However, social media channels and increased browsing via apps is impacting on it’s dominance. Good SEO stills reign supreme for SERP rank, and will for a long time, but social integration will begin to be a factor - something which Bing are embracing with Gusto… ! Best thing and the worst thing about SEO? It’s constantly changing! You have to adapt with it if you want to stay on top.

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