How to live clinic and shares hidden tactics to find top-performing pages and uncover the adjustments that will drive the greatest impact on traffic and conversions.

1. Presentation Title
Subtitle
Month, #, Year
How to Audit
Your Content and Website
…for SEO and Lead Generation

2. image source: Marco Verch, Flickr

3. Website Audit
Traffic Source Thank You Page

4. Website Audit
Google Thank You
Page

5. Website Audit
Contact
Page
Call to
Action
Service
Page
Homepage
Google Thank You
Page

6. Website Audit
Contact
Page
Call to
Action
Service
Page
Homepage
Google Thank You
Page

7. Website Audit
Contact
Page
Call to
Action
Service
Page
Homepage
Google Thank You
Page
1
2
3
4
5

8. 1. The Contact Page

10. Tens of thousands of people use our products every day. If
you're considering moving to the cloud, we're here to help.

12. You’re about to learn how 20,000+ CPG pros
manage $10B in trade spend.
Just share a bit about yourself and
we’ll be in touch within 24 hours.

13. Measure & Optimize

14. Website Audit
Universal Analytics: Funnel Visualization Report

15. Website Audit
GA4: Path Exploration

16. 2. Calls to Action

17. Website Audit
BENEFITS COSTS

18. Website Audit
RETURN INVESTMENT

19. Website Audit

20. Website Audit

21. Website Audit

22. Website Audit
Usually, we can find a time within 24 hours

23. Website Audit
Usually, we can find a time within 24 hours

24. Website Audit
Usually, we can find a time within 24 hours

25. Website Audit
Usually, we can find a time within 24 hours

26. Website Audit

27. Measure & Optimize

28. Website Audit
Universal Analytics: Navigation Summary

29. Website Audit
GA4: Path Exploration

30. 3. Service Pages

31. Website Audit
source: NN Group
Causes of User Failure

32. Website Audit
CLARITY CONFUSION

34. Take me back to that moment when
you first realized you needed help.

35. What else did you try?
What didn’t you love about it?

36. Starting out, what was the biggest
challenge you were hoping to solve?

37. What can you do now (or do better)
that you couldn’t do before?

38. When evaluating options,
what was most important to you?

39. Website Audit
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

40. Website Audit
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

41. Website Audit
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

42. Website Audit
What was the biggest
challenge you were
hoping to solve?
I wanted better
insights, not just
dashboards
You already have
dashboards, but you’re
still not getting insights.
Marketing Client

43. Website Audit
What can you do now
that you couldn’t do
before?
Now I don’t have
to run that report
every time
Stop running the same
reports again and again
Marketing Client

44. What questions are you just sick
and tired of answering?

45. Website Audit
What questions are you sick
and tired of answering?
“What if I want to
cancel my contract?”
Cancel anytime.
Marketing Sales

46. Website Audit
EVIDENCE UNCERTAINTY

47. Evidence that they’re legit!

49. Largest text is vague
Testimonial is vague,
boring and fake
Not a real person
They’re on a separate page

51. Website Audit
Logo
Headline
Face, name,
title, company
Target keyphrase
Elements of a great testimonial

52. Website Audit
Pile of unsupported
marketing claims
Page filled with evidence

53. How many unsupported marketing
claims are on our homepage?

55. Website Audit
1. Short descriptive headline
2. Keyword focus
3. Quick visual credibility
4. Meaningful subheads
5. Answers to top questions
6. Short paragraphs
Service Page Checklist
7. Testimonials / social proof
8. Strong supportive visuals
9. Faces of your people
10. Data and statistics
11. Clean, simple flow
12. Depth and detail (800+ words)
13. Compelling call to action

56. Website Audit
1. Short descriptive headline
2. Keyword focus
3. Quick visual credibility
4. Meaningful subheads
5. Answers to top questions
6. Short paragraphs
Service Page Checklist
7. Testimonials / social proof
8. Strong supportive visuals
9. Faces of your people
10. Data and statistics
11. Clean, simple flow
12. Depth and detail (800+ words)
13. Compelling call to action

57. Adds pixels and visual noise
without adding value

58. Our products
Ideas & Insights
Our Customers

59. Our products
Our baking and pastry products
Ideas & Insights
New Ideas from Inside Our Bakery
Our Customers
100 Years of Quality Baking Ingredients

60. Measure & Optimize

61. Website Audit
Universal Analytics: Goals Overview Report (with segment)

62. Website Audit
Segment that excludes visitors
who started on an article

63. Website Audit
GA4: Pages and Screens report (with filter)

64. Website Audit
GA4: Pages and Screens report (with filter)

65. 4. Search-Optimized Site Structure

66. Website Audit
Type of keyphrase Searcher’s intent
KNOW (Informational) Looking for answers
Wants to do it themselves
DO (Commercial) Has a product/service in mind
Considering options
GO (Navigational / Branded) Looking up a company
Wants to get to a website

67. Website Audit
Type of keyphrase Searcher’s intent
KNOW (Informational) Looking for answers
Wants to do it themselves
DO (Commercial) Has a product/service in mind
Considering options
GO (Navigational / Branded) Looking up a company
Wants to get to a website
problem aware
solution aware
brand aware

68. Website Audit
Type of keyphrase Searcher’s intent
KNOW (Informational) Looking for answers
Wants to do it themselves
DO (Commercial) Has a product/service in mind
Considering options
GO (Navigational / Branded) Looking up a company
Wants to get to a website
“Can a microscope
see cells?”
“microscope repair
Chicago”
“SciencePlus”

69. Website Audit
The three types of search intent
KNOW (Informational)
DO (Commercial)
GO (Navigational)
source: Bernard Jansen, et al
80%
10%
10%

70. Which page on my site is the most
relevant page for that phrase?

72. Navigational query (automatic)

73. Navigational query (automatic)
Commercial query (most competitive)

74. Navigational query (automatic)
Commercial query (most competitive)
Commercial query (specific)

75. Navigational query (automatic)
Commercial query (most competitive)
Commercial query (specific)
Informational query (low-intent)

76. Navigational query (automatic)
Commercial query (most competitive)
Commercial query (specific)
Commercial query (specific, niche)
Informational query (low-intent)

77. GO
DO
DO
DO
KNOW

78. Why would Google think it’s
a top 10 page for that topic?

79. Website Audit
69 million pages are
relevant for the phrase
These are the top 10

80. A detailed page

81. A detailed page
focused on the primary keyphrase

82. A detailed page
focused on the primary keyphrase
and includes the related phrases and
subtopics.

83. Target keyphrase
“parts”
“eyepiece”
“lens”
“problems”
“troubleshooting”
“fix”
…

84. Target keyphrase
“microscopy”
“servicing”
“maintenance”

85. Target keyphrase
Questions and answers that
are relevant to the topic

86. Website Audit
The URL
The target phrase

87. Website Audit
Suggested
frequency
Your
frequency

88. Website Audit
Word Count
(yours vs. target)
Content Score
(yours vs. target)

89. Target the topic,
not just the keyphrase

90. Measure & Optimize

91. Website Audit
Universal Analytics: Landing Pages report (with segment)
MoM changes to organic
traffic to all landing pages

92. Website Audit
GA4: Pages and Screens report (with filter)

93. Website Audit
Google Search Console: Search results > specific URL > queries
Number of phrases
for which the page ranks

94. 5. Email Signup CTAs
and Blog Templates

97. Why (specifically) would
someone signup for this?

98. Website Audit

99. 1. Prominence
2. Promise
3. Proof
The 3 P’s of Signup Boxes

100. Optimize the Navigation
What are visitors clicking on?

104. 5 Questions to ask your
navigation summary
1. Any small links getting clicked a lot?
2. Any big buttons getting missed?
3. Are calls to action effective?
4. What gets clicked the most in the main nav?
5. What never gets clicked in the main nav?

105. Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com

106. FAQ Page Analysis
Using data to understand visitors’ needs…

110. How are they using this FAQ page?

111. How frequently are these
FAQ questions asked?

114. Tips from your
FAQ page heatmap
1. Move: the top Qs onto relevant pages
2. Reorder: the list, put top Qs at the top
3. Remove: the FAQs that aren’t really
frequently asked

121. What page did they search from?
That could be a clue…