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.
Doing an awesome site audit @jonoalderson
DOING AN
AWESOME
SITE AUDIT
Doing an awesome site audit @jonoalderson
Closet web developer & Wordpress fanatic
Jono Alderson
Head of Insight @ Linkdex...
Doing an awesome site audit @jonoalderson
Technical SEO is
hugely important
Doing an awesome site audit @jonoalderson
...yet consistently terrible
Doing an awesome site audit @jonoalderson
Fixing things is often big
and complex
(technically and politically)
Doing an awesome site audit @jonoalderson
The ‘Site Audit’ is a process
for identification and
prioritisation of issues
Doing an awesome site audit @jonoalderson
Most SEO audits suck
Doing an awesome site audit @jonoalderson
audit graveyard
Doing an awesome site audit @jonoalderson
Nobody wants an audit.
Doing an awesome site audit @jonoalderson
Doing an awesome site audit @jonoalderson
Your responsibility is to
make things happen
Doing an awesome site audit @jonoalderson
The Process
Doing an awesome site audit @jonoalderson
Anticipate objections
Doing an awesome site audit @jonoalderson
Think about who you’re
talking to
Doing an awesome site audit @jonoalderson
Consider that you have
multiple audiences with
different needs
Doing an awesome site audit @jonoalderson
Know your audience
● C-Level
● Management*
● Marketing
● Tech
● Finance
● Legal
...
Doing an awesome site audit @jonoalderson
Know your audience
● If any one of these groups has any objections, you enter th...
Doing an awesome site audit @jonoalderson
Know your audience
● You need multiple flavours of deliverables to tackle this
1...
Doing an awesome site audit @jonoalderson
You will need...
Doing an awesome site audit @jonoalderson
You will need...
● Exhaustive keyword & market research
● Performance and/or com...
Doing an awesome site audit @jonoalderson
Long-form editorial
Doing an awesome site audit @jonoalderson
Long-form editorial
Required to get senior buy-in and backup to overrule other o...
Doing an awesome site audit @jonoalderson
Long-form editorial
Doing an awesome site audit @jonoalderson
Cheat sheet
Doing an awesome site audit @jonoalderson
Summarise the issue.
Two A4 sheets, size 10 font. No more, no less. 20 minutes p...
Doing an awesome site audit @jonoalderson
Itemised issues
Doing an awesome site audit @jonoalderson
Itemised issues
Doing an awesome site audit @jonoalderson
Storyboard
Doing an awesome site audit @jonoalderson
Storyboard
Name of issue
What is this: Lorem ipsum dolar sum
So what: Lorem ipsu...
Doing an awesome site audit @jonoalderson
Quick wins
Doing an awesome site audit @jonoalderson
Quick wins
● Use the ‘Cheat Sheet’ format
● Focus exclusively on simple, binary ...
Doing an awesome site audit @jonoalderson
audit graveyard
Doing an awesome site audit @jonoalderson
The audit(!)
Brief tips
Doing an awesome site audit @jonoalderson
Move slowly!
cook it slowly
Doing an awesome site audit @jonoalderson
The audit
● Focus on the cause, not the symptom.
○ Don’t focus on missing tags, ...
Doing an awesome site audit @jonoalderson
The audit
● Typically, the first cut focuses almost exclusively on indexation an...
Doing an awesome site audit @jonoalderson
Eyeball for patterns v.s. issues
● Discerning root cause:
○ Template level?
Wher...
Doing an awesome site audit @jonoalderson
Break out the tools
● Use these to validate, quantify, and to strip back layers ...
Doing an awesome site audit @jonoalderson
(!)
Doing an awesome site audit @jonoalderson
Jono Alderson
Head of Insight @ Linkdex
@jonoalderson
Upcoming SlideShare
Loading in …5
×

Doing an awesome site Audit - Jonathan Alderson - Linkdex - Brighton SEO 2015

1,066 views

Published on

At Brighton SEO 2015 Jonathan Alderson (Linkdex) spoke about Doing an awesome site audit. The ‘Site Audit’ is a process for identification and prioritisation of issues. Most SEO audits suck and nobody wants an audit. Yet your responsibility is to make things happen. But how?

Jonathan Alderson takes you through the process step by step.

Published in: Data & Analytics
  • I have always found it hard to meet the requirements of being a student. Ever since my years of high school, I really have no idea what professors are looking for to give good grades. After some google searching, I found this service ⇒ www.HelpWriting.net ⇐ who helped me write my research paper.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Doing an awesome site Audit - Jonathan Alderson - Linkdex - Brighton SEO 2015

  1. 1. Doing an awesome site audit @jonoalderson DOING AN AWESOME SITE AUDIT
  2. 2. Doing an awesome site audit @jonoalderson Closet web developer & Wordpress fanatic Jono Alderson Head of Insight @ Linkdex @jonoalderson Technical SEO + analytics geek
  3. 3. Doing an awesome site audit @jonoalderson Technical SEO is hugely important
  4. 4. Doing an awesome site audit @jonoalderson ...yet consistently terrible
  5. 5. Doing an awesome site audit @jonoalderson Fixing things is often big and complex (technically and politically)
  6. 6. Doing an awesome site audit @jonoalderson The ‘Site Audit’ is a process for identification and prioritisation of issues
  7. 7. Doing an awesome site audit @jonoalderson Most SEO audits suck
  8. 8. Doing an awesome site audit @jonoalderson audit graveyard
  9. 9. Doing an awesome site audit @jonoalderson Nobody wants an audit.
  10. 10. Doing an awesome site audit @jonoalderson
  11. 11. Doing an awesome site audit @jonoalderson Your responsibility is to make things happen
  12. 12. Doing an awesome site audit @jonoalderson The Process
  13. 13. Doing an awesome site audit @jonoalderson Anticipate objections
  14. 14. Doing an awesome site audit @jonoalderson Think about who you’re talking to
  15. 15. Doing an awesome site audit @jonoalderson Consider that you have multiple audiences with different needs
  16. 16. Doing an awesome site audit @jonoalderson Know your audience ● C-Level ● Management* ● Marketing ● Tech ● Finance ● Legal ● Third parties
  17. 17. Doing an awesome site audit @jonoalderson Know your audience ● If any one of these groups has any objections, you enter the spiral of doom ● People will anticipate other people’s objections (good neighbor syndrome) and/or find reasons to defer ● Success depends upon perfect, unquestioned, immediate consensus ● "We’ll just need to run it past..." sounds like progress, but it’s is the spiral of doom
  18. 18. Doing an awesome site audit @jonoalderson Know your audience ● You need multiple flavours of deliverables to tackle this 1) Some quick wins* 2) A long-form, editorial audit 3) A spreadsheet of itemised, prioritised issues 4) Cheat sheets for each individual issue 5) A storyboard style presentation
  19. 19. Doing an awesome site audit @jonoalderson You will need...
  20. 20. Doing an awesome site audit @jonoalderson You will need... ● Exhaustive keyword & market research ● Performance and/or commercial data ● To challenge conventional thinking on what an audit looks like, and how long it takes*
  21. 21. Doing an awesome site audit @jonoalderson Long-form editorial
  22. 22. Doing an awesome site audit @jonoalderson Long-form editorial Required to get senior buy-in and backup to overrule other objections. ● Compellingly model commercial impact/opportunity ● Communicate using their language ● Instill fear and/or greed ● Demonstrate capability ● Identify and outline issues ● Manage the politics ● Differentiate between commercial impact and commercial opportunity
  23. 23. Doing an awesome site audit @jonoalderson Long-form editorial
  24. 24. Doing an awesome site audit @jonoalderson Cheat sheet
  25. 25. Doing an awesome site audit @jonoalderson Summarise the issue. Two A4 sheets, size 10 font. No more, no less. 20 minutes per sheet. Standardisation is important. Cheat sheet ● Overview of issue ● Summary ● Impact (with metrics) ● Absolute priority score ● Date completed & impact ● Other areas (of organisational or resource) impact ● User story ● Brief for fix* ● Benefits from fixing (with affected metrics) ● Implications of not fixing (as above) ● Possible risks ● On-going maintenance or process reqs Business World Tech World
  26. 26. Doing an awesome site audit @jonoalderson Itemised issues
  27. 27. Doing an awesome site audit @jonoalderson Itemised issues
  28. 28. Doing an awesome site audit @jonoalderson Storyboard
  29. 29. Doing an awesome site audit @jonoalderson Storyboard Name of issue What is this: Lorem ipsum dolar sum So what: Lorem ipsum dolar sum
  30. 30. Doing an awesome site audit @jonoalderson Quick wins
  31. 31. Doing an awesome site audit @jonoalderson Quick wins ● Use the ‘Cheat Sheet’ format ● Focus exclusively on simple, binary issues ● Pick on symptoms if you need to
  32. 32. Doing an awesome site audit @jonoalderson audit graveyard
  33. 33. Doing an awesome site audit @jonoalderson The audit(!) Brief tips
  34. 34. Doing an awesome site audit @jonoalderson Move slowly! cook it slowly
  35. 35. Doing an awesome site audit @jonoalderson The audit ● Focus on the cause, not the symptom. ○ Don’t focus on missing tags, broken redirects, etc. Find the why. ○ Group things by the why, and use the symptoms for reference + justification ○ Separate isolated/misc issue into line items in your line-items doc ● Chase the money (and time is money, too). ○ 1,000 hours of work on a broken blog subdomain, or 10 hours of work on an ecommerce template?
  36. 36. Doing an awesome site audit @jonoalderson The audit ● Typically, the first cut focuses almost exclusively on indexation and/or error control. ○ Until this is (at least partially) tackled, it’s hard to diagnose anything else. ○ Manage people’s expectations around this ● Start with Google before you break out the tools ○ site: searches ○ inurl: (or -inurl:) ○ filetype: (xml, html, swf) ○ (URL Profiler does some cool duplication stuff)
  37. 37. Doing an awesome site audit @jonoalderson Eyeball for patterns v.s. issues ● Discerning root cause: ○ Template level? Where is the problem? ○ Page/URL level? What type of thing is it? ○ Front end or back end (or other)? What kind of skill set is needed? ● Separating opportunity from issue, and fact from opinion ● Collect and sort issues as you go; iterate the documentation
  38. 38. Doing an awesome site audit @jonoalderson Break out the tools ● Use these to validate, quantify, and to strip back layers of the onion ● Don’t be afraid to go broad; include user testing, heat-mapping, crawls - reinforce the points you’re already making ● New/extra issues can expand on existing ones, or be woven into the story ● Piggyback on other people’s learnings and processes, e.g., the Moz 2015 checklist.
  39. 39. Doing an awesome site audit @jonoalderson (!)
  40. 40. Doing an awesome site audit @jonoalderson Jono Alderson Head of Insight @ Linkdex @jonoalderson

×