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.

SEOday 19 - 6 ideas to add to your SEO analysis toolbox

283 views

Published on

This is the talk I gave at SEOday in Kolding on the 30th of January 2019 (despite me leaving the date on it as 2018...) In it I shared some ideas on how anyone can do deeper analysis in their campaigns.

Agenda synopsis:
"SEO auditing used to be set in stone. Most SEO tools will give you a list of errors with your site, based on principles that have been true for years.
But a common challenge we face is to see beyond common issues and build the confidence to really understand a site’s performance. Once those obvious errors are done, are we auditing the right things to spot what is holding our site back?
In this talk, Charlie will look at how you can go beyond tool checkboxes and take your on-site SEO analysis to the next level. We’ll go into how indexing reports, log file analysis, content
audits, user testing and more will take your thinking from tactical to strategic, and how everyone can start doing deeper SEO analysis."

Published in: Internet

SEOday 19 - 6 ideas to add to your SEO analysis toolbox

  1. 1. 6 ideas you need for your SEO analysis J a n u a r y 3 0 t h 2 018 K o l d i n g , D e n m a r k
  2. 2. H o w d o w e g e t a d e e p e r a n a l y s i s o f o u r s i t e ’ s p e r f o r m a n c e ? SEO checklists I n t r o d u c t i o n . @ p a g e s a u c e
  3. 3. M a k i n g t h e c o m p l i c a t e d e a s i e r The Checklist Manifesto I n t r o d u c t i o n . @ p a g e s a u c e
  4. 4. @ p a g e s a u c e
  5. 5. C h e c k l i s t s h e l p d e a l w i t h c o m p l e x e n v i r o n m e n t s & p r o c e s s e s Checklists for SEO @ p a g e s a u c e I n t r o d u c t i o n .
  6. 6. B u i l d y o u r o w n - d o n ’ t j u s t r e l y o n o t h e r p e o p l e ’ s Checklists for SEO @ p a g e s a u c e I n t r o d u c t i o n .
  7. 7. A t i c k b o x e x e r c i s e i s n ’ t e n o u g h a n y m o r e SEO is messy @ p a g e s a u c e I n t r o d u c t i o n .
  8. 8. E q u i p y o u r t o o l b o x w i t h m o r e a n a l y s i s o p t i o n s Build your own analyses @ p a g e s a u c e I n t r o d u c t i o n . t w i t t e r. c o m / C y r u s S h e p a r d / s t a t u s / 10 7 5 8 8 5 2 314 8 213 0 4 3 2
  9. 9. K n o w y o u r s i t e ’ s s e a r c h p e r f o r m a n c e a l i t t l e b e t t e r 1. Search Console @ p a g e s a u c e
  10. 10. I t ’ s i m p r o v e d a l o t i n t h e p a s t c o u p l e o f y e a r s Index coverage S e a r c h C o n s o l e . @ p a g e s a u c e
  11. 11. S e a r c h C o n s o l e . @ p a g e s a u c e I t ’ s i m p r o v e d a l o t i n t h e p a s t c o u p l e o f y e a r s Index coverage
  12. 12. S e a r c h C o n s o l e . @ p a g e s a u c e I t ’ s i m p r o v e d a l o t i n t h e p a s t c o u p l e o f y e a r s Index coverage
  13. 13. S e a r c h C o n s o l e . @ p a g e s a u c e I n d e x C o v e r a g e s h o w s t r u e s c a l e o f t h e w h o l e s i t e How big is your site?
  14. 14. S e a r c h C o n s o l e . @ p a g e s a u c e I n d e x C o v e r a g e s h o w s t r u e s c a l e o f t h e w h o l e s i t e How big is your site?
  15. 15. S e a r c h C o n s o l e . @ p a g e s a u c e F i n d e x c l u d e d p a g e s & a n a l y s e i f t h e y s h o u l d b e How big is your site?
  16. 16. S e a r c h C o n s o l e . @ p a g e s a u c e F i n d e x c l u d e d p a g e s & a n a l y s e i f t h e y s h o u l d b e How big is your site?
  17. 17. S e a r c h C o n s o l e . @ p a g e s a u c e G e t a c l o s e r l o o k i n t o w h a t ’ s h a p p e n i n g w i t h a U R L URL inspection
  18. 18. S e a r c h C o n s o l e . @ p a g e s a u c e G e t a c l o s e r l o o k i n t o w h a t ’ s h a p p e n i n g w i t h a U R L URL inspection
  19. 19. S e a r c h C o n s o l e . @ p a g e s a u c e M a k e I n d e x C o v e r a g e p a r t o f y o u r t e c h c h e c k l i s t How big is your site? g s q i . c o m / m a r k e t i n g - b l o g / h o w - t o - f i n d - t r u e - s i z e - o f - y o u r - s i t e - i n d e x - c o v e r a g e - r e p o r t i n g /
  20. 20. G e t t i n g k n e e - d e e p i n c r a w l d a t a 2. Log file analysis @ p a g e s a u c e
  21. 21. L o g f i l e a n a l y s i s i s n o l o n g e r j u s t f o r d e e p t e c h S E O a n a l y s i s It’s not a scary task L o g f i l e s . @ p a g e s a u c e
  22. 22. L o g f i l e a n a l y s i s i s n o l o n g e r j u s t f o r d e e p t e c h S E O a n a l y s i s It’s not a scary task L o g f i l e s . @ p a g e s a u c e
  23. 23. L o g f i l e a n a l y s i s i s n o l o n g e r j u s t f o r d e e p t e c h S E O a n a l y s i s It’s not a scary task L o g f i l e s . @ p a g e s a u c e b l o g . s t r a t e g i q . c o / a n - s e o s - g u i d e - t o - o b t a i n i n g - y o u r - l o g - f i l e s - 9 6 6 6 e 8 9 e 2 a 4 4
  24. 24. L o g f i l e s s h o w w h a t h a p p e n s b e t w e e n c r a w l i n g & i n d e x i n g The missing link L o g f i l e s . @ p a g e s a u c e
  25. 25. F i n d w a y s t o h e l p G o o g l e c r a w l y o u r i m p o r t a n t p a g e s Analysis for days L o g f i l e s . @ p a g e s a u c e
  26. 26. F i n d w a y s t o h e l p G o o g l e c r a w l y o u r i m p o r t a n t p a g e s Analysis for days L o g f i l e s . @ p a g e s a u c e • W h i c h p a g e s / f o l d e r s a r e r e q u e s t e d ? • A r e l o w - v a l u e p a g e s c r a w l e d ? • W h i c h t y p e s o f G o o g l e b o t v i s i t t h e s i t e ? • W h a t e r r o r s d o s e a r c h e n g i n e s s e e ? • W h a t p a g e s i n m y c u r r e n t s i t e s t r u c t u r e d o e s G o o g l e b o t n o t v i s i t ? • W h i c h p a g e s d o e s G o o g l e b o t v i s i t t h a t a r e n ’ t i n m y c u r r e n t s i t e s t r u c t u r e ? • D o e s c r a w l d e p t h a f f e c t h o w o f t e n p a g e s a r e c r a w l e d ? • W h a t a r e t h e b i g g e s t a n d s l o w e s t p a g e s G o o g l e b o t c o m e s a c r o s s ?
  27. 27. T h e r e ’ s l o t s o f h e l p f o r u s i n g l o g f i l e s i n y o u r S E O w o r k Getting started L o g f i l e s . @ p a g e s a u c e b u i l t v i s i b l e . c o m / l o g - f i l e - a n a l y s i s /
  28. 28. T h e r e ’ s l o t s o f h e l p f o r u s i n g l o g f i l e s i n y o u r S E O w o r k Getting started L o g f i l e s . @ p a g e s a u c e s c r e a m i n g f r o g . c o . u k / 2 2 - w a y s - t o - a n a l y s e - l o g - f i l e s /
  29. 29. T h e r e ’ s l o t s o f h e l p f o r u s i n g l o g f i l e s i n y o u r S E O w o r k Getting started L o g f i l e s . @ p a g e s a u c e m o z . c o m / b l o g / l o g - f i l e - a n a l y s i s
  30. 30. B u i l d a f u l l p i c t u r e o f y o u r s i t e ’ s c o n t e n t s u c c e s s 3. Content inventory @ p a g e s a u c e
  31. 31. I n v e n t o r y h e l p s y o u m a k e t o u g h d e c i s i o n s Taking stock of content I n v e n t o r i e s . @ p a g e s a u c e
  32. 32. C o n t e n t i n v e n t o r i e s a r e a p a r t o f S E O s t i l l t o b e e m b r a c e d I n v e n t o r i e s . @ p a g e s a u c e Not a new idea m o z . c o m / b l o g / c o n t e n t - a u d i t
  33. 33. I n v e n t o r i e s . @ p a g e s a u c e Not a new idea b r a i n t r a f f i c . c o m / b l o g / h o w - t o - a u d i t - b i g - w e b s i t e s G e t a 10 , 0 0 0 f t a n d a 10 f t v i e w o f y o u r c o n t e n t ’ s s u c c e s s
  34. 34. @ p a g e s a u c e
  35. 35. Yo u c a n u s e a v a r i e t y o f t o o l s t o b u i l d y o u r i n v e n t o r y I n v e n t o r i e s . @ p a g e s a u c e Getting started
  36. 36. D o a r e p r e s e n t a t i v e o r s t r i p p e d d o w n v e r s i o n I n v e n t o r i e s . @ p a g e s a u c e Getting started c o n t e n t m a r k e t i n g i n s t i t u t e . c o m / 2 018 / 0 2 / c o n t e n t - a u d i t - h o u r s /
  37. 37. D o a r e p r e s e n t a t i v e o r s t r i p p e d d o w n v e r s i o n I n v e n t o r i e s . @ p a g e s a u c e Getting started u s a b i l i t y. g o v / h o w - t o - a n d - t o o l s / m e t h o d s / c o n t e n t - i n v e n t o r y. h t m l
  38. 38. F i n d m o r e o p p o r t u n i t i e s f o r k e y w o r d i m p r o v e m e n t 4. Better keyword analysis @ p a g e s a u c e
  39. 39. U s e t o o l s & y o u r o w n a n a l y s i s t o r e v i e w t h e d e p t h o f y o u r c o n t e n t TF-IDF & co-occurence K e y w o r d a n a l y s i s . @ p a g e s a u c e m o z . c o m / b l o g / 7 - a d v a n c e d - s e o - c o n c e p t s
  40. 40. R y t e , S E M r u s h & o t h e r t o o l s o f f e r r a n k i n g c o n t e n t a n a l y s i s Content success K e y w o r d a n a l y s i s . @ p a g e s a u c e e n . r y t e . c o m / p r o d u c t / c o n t e n t - s u c c e s s /
  41. 41. R y t e , S E M r u s h & o t h e r t o o l s o f f e r r a n k i n g c o n t e n t a n a l y s i s Content success K e y w o r d a n a l y s i s . @ p a g e s a u c e e n . r y t e . c o m / p r o d u c t / c o n t e n t - s u c c e s s /
  42. 42. W h a t c o m m o n q u e r i e s a r e i n o u r m a r k e t ? Analyse query classes K e y w o r d a n a l y s i s . @ p a g e s a u c e b l i n d f i v e y e a r o l d . c o m / q u e r y - c l a s s e s
  43. 43. A n a l y s e h o w y o u r c o n t e n t w i l l s a t i s f y i n t e n t 5. User journey mapping @ p a g e s a u c e
  44. 44. H o w s u i t e d a r e t a r g e t l a n d i n g p a g e s a r e f o r t h e i n t e n d e d a u d i e n c e ? Target personas U s e r j o u r n e y s . @ p a g e s a u c e h u b s p o t . c o m / m a k e - m y - p e r s o n a
  45. 45. I s y o u r c o n t e n t a t t r a c t i v e t o t h o s e s e a r c h i n g f o r y o u r p r o d u c t o r s e r v i c e ? Target personas U s e r j o u r n e y s . @ p a g e s a u c e d e m o g r a p h i c s . i o
  46. 46. U n d e r s t a n d t h e i n t e n t b e h i n d y o u r m a i n k e y w o r d t a r g e t s Map by intent U s e r j o u r n e y s . @ p a g e s a u c e f t f . a g e n c y / t o t a l - a d d r e s s a b l e - o n l i n e - m a r k e t /
  47. 47. A n a l y s e y o u r s i t e b y k e y w o r d t a r g e t A N D b y i n t e n t U s e r j o u r n e y s . @ p a g e s a u c e y o u t u b e . c o m / w a t c h ? v = 4 m 1 B R d F 5 I c 0 Map by intent
  48. 48. A n a l y s e h o w s u i t e d y o u r t a r g e t l a n d i n g p a g e s a r e f o r t h e i r a u d i e n c e U s e r j o u r n e y s . @ p a g e s a u c e y o u t u b e . c o m / w a t c h ? v = 4 m 1 B R d F 5 I c 0 Map by intent
  49. 49. W h a t i n t e n t s d o e s G o o g l e t h i n k y o u r c o n t e n t i s h e l p f u l f o r ? U s e r j o u r n e y s . @ p a g e s a u c e Map by intent m o z . c o m / b l o g / s i n g l e - b e s t - s e o - t i p - f o r - i m p r o v e d - w e b - t r a f f i c
  50. 50. W h a t i n t e n t s d o e s G o o g l e t h i n k y o u r c o n t e n t i s h e l p f u l f o r ? U s e r j o u r n e y s . @ p a g e s a u c e Map by intent m o z . c o m / b l o g / s i n g l e - b e s t - s e o - t i p - f o r - i m p r o v e d - w e b - t r a f f i c
  51. 51. W h a t i n t e n t s d o e s G o o g l e t h i n k y o u r c o n t e n t i s h e l p f u l f o r ? U s e r j o u r n e y s . @ p a g e s a u c e Map by intent m o z . c o m / b l o g / s i n g l e - b e s t - s e o - t i p - f o r - i m p r o v e d - w e b - t r a f f i c
  52. 52. O p e n y o u r e y e s t o h o w t h e r e a l - w o r l d u s e s y o u r s i t e 6. User testing @ p a g e s a u c e
  53. 53. N o t h i n g i s b e t t e r a t r e v e a l i n g y o u r s i t e s i s s u e s Get actionable insight U s e r t e s t i n g . @ p a g e s a u c e c r a z y e g g . c o m / r e c o r d i n g s
  54. 54. N o t h i n g i s b e t t e r a t r e v e a l i n g y o u r s i t e s i s s u e s Get actionable insight U s e r t e s t i n g . @ p a g e s a u c e u s e r t e s t i n g . c o m
  55. 55. B o n u s t i p - t e s t y o u r c o m p e t i t o r s t o f i n d w h a t w o r k s i n y o u r s e c t o r Learn from others U s e r t e s t i n g . @ p a g e s a u c e t r y. w h a t u s e r s d o . c o m / f r e e - t r i a l /
  56. 56. Yo u c a n c o n s i s t e n t l y r e f i n e y o u r o r g a n i c ‘ a d v e r t ’ Test your SERP snippets U s e r t e s t i n g . @ p a g e s a u c e c t r. t o o l s
  57. 57. T h r e e a s p e c t s t o b e m o r e t h a n c h e c k l i s t - d e e p SEO is for the inquisitive T L D R . @ p a g e s a u c e C o n t e n t - Use inventories & analysis tools to f ind what’s w orking U s e r s - Plan user journeys from k e y w o r d t o c o n t e n t t o c a l l - t o - a c t i o n a n d t e s t y o u r p e r f o r m a n c e Te c h n i c a l - Don’t be satisfied with c r a w l a n a l y s i s a l o n e - k n o w w h a t i s being found and indexed
  58. 58. F i n d o u t h o w y o u c a n h e l p b u i l d a b e t t e r s i t e SEO is for the inquisitive T L D R . @ p a g e s a u c e
  59. 59. bit.ly/ seoday19 -ideas T a k . @pagesauce charlie@chopped.io linkedin.com/in/ charlie-williams/

×