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#seoauditsgrowth at #dmss by @aleyda from @orainti#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Developing SEO audits
that maximize growth
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Raise your hand if you have experienced
any of the following scenarios…
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
“I spent weeks doing an initial in-
depth SEO audit but the client
never implemented the
recommendations”
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
“The client spent 3 months
implementing the less important
changes of the SEO audit and we
won’t be able to see results soon”
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
“The client implemented the
specified changes based on the
SEO audit but in the wrong
pages”
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
“The implementation has been on
hold for months because it was
not clear they needed content
support for it when the SEO audit
was delivered”
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
“The client developer fixed the
identified issue right away as
specified in the SEO audit but
then said it wasn’t there in the
first place”
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
“The issue was initially eliminated
as recommended in the SEO audit
but it was again included in one of
the later releases”
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
“The issue had been documented
and recommended to fix in the
audit, but never executed until
the traffic started to decline”
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
These SEO challenges start when you develop the
initial SEO audit…
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
… and it’s your own responsibility to avoid them
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Featured in Forbes, Entrepreneur, Huffington Post
* European Search Personality of the Year in 2018
I’m Aleyda Solis
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
I help great brands to do SEO
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Today I’m going to share with you how to avoid
these SEO challenges
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
strategical prioritized actionable continuous
By developing SEO audits that maximize growth
#seoauditsgrowth at #dmss by @aleyda from @orainti
Strategical
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Links
POPULARITY
Content
RELEVANCE
Technical Configuration
CRAWLABILITY & INDEXABILITY
Your Site
Don’t start your SEO audit by only identifying
your own site optimization status
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
You need to
understand how the
top players are
already ranking and
the existing SERP
opportunities along
your own status, to
put your SEO actions
into context to be
competitive
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Links
POPULARITY



Content
RELEVANCE
Current Organic Search
Performance
Your
Competition
Identify your site status within the context

to make your SEO audit strategical
Audience Search Behavior and
SERP characteristics with
highest potential
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Technical Configuration
CRAWLABILITY & INDEXABILITY
Your Site
Content
RELEVANCE
Links
POPULARITY
Current Organic Search
Performance
Start with your current organic search
performance, that will be your starting point
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE THE GOOGLE SEARCH CONSOLE
Which are your
already best ranked
queries with the
highest search
volume and
clicks?
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE THE GOOGLE SEARCH CONSOLE
Compare your
mobile vs. desktop
metrics to identify
where are the
biggest
opportunities and
current preferences
#seoauditsgrowth at #dmss by @aleyda from @oraintiUSE THE DATA STUDIO REPORT FOR GOOGLE SEARCH CONSOLE: http://bit.ly/gscdatastudio
What’s your site top content per device? Identify
for which queries they perform best & worst
#seoauditsgrowth at #dmss by @aleyda from @orainti
Check the queries, pages & areas with recent
increases as well as decreases in rankings
USE SEMRUSH, AHREFS, SISTRIX
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
For which queries is your site shown in SERPs w/
features? In which are they included?
USE SEMRUSH, AHREFS, SISTRIX
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE SISTRIX
Check the top categories getting more and better 

rankings for your site from each device results
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE GOOGLE ANALYTICS
Map these with your current top converting 

site pages & categories per device & country
#seoauditsgrowth at #dmss by @aleyda from @orainti
Now you know which are your current most
valuable pages, areas & queries to prioritize
Queries Pages Areas
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Your
Competition
Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Links
POPULARITY



Content
RELEVANCE
Take into consideration your competitors ranking
status to prioritize those areas with gaps
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE SEMRUSH, AHREFS, SISTRIX
Verify which are
your main
competitors for
the desired
target market
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE SEMRUSH, AHREFS, SISTRIX
What’s your
organic search
visibility vs.
them in
Mobile &
Desktop?
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Which queries are driving more and better organic
visibility to your competitors vs. your own site?
USE SEMRUSH, AHREFS, SISTRIX
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Which are your competitors top pages? 

Are they transactional or informational?
USE SEMRUSH, AHREFS, SISTRIX
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
For which search features are your competitors
included that you still haven’t?
USE SEMRUSH, AHREFS, SISTRIX
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
No Rankings vs.
Competitors
Too Granular
Existing Pages
Little Existing
Competition
You’ll now identify the gap vs. the competition and
identify more areas to prioritize in the audit
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Technical Configuration
CRAWLABILITY & INDEXABILITY
Your Site
Content
RELEVANCE
Links
POPULARITY
Audience Search Behavior and
SERP characteristics with
highest potential
Identify your audience search behavior and SERP
characteristics to prioritize those with highest potential
#seoauditsgrowth at #dmss by @aleyda from @orainti
Establish the query patterns of your audience
search behavior using existing terms
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE SEMRUSH, KWFINDER, AHREFS
Generate ideas of potential new queries for each
category and area, to identify additional targets
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE SEMRUSH, KWFINDER, AHREFS
Assess their search volume, intent and potential
SERP features to target
#seoauditsgrowth at #dmss by @aleyda from @orainti
Taking into consideration theirseasonality as well as
competition level
USE SEMRUSH, KWFINDER, AHREFS
#seoauditsgrowth at #dmss by @aleyda from @orainti
Prioritizing those for which you already have content
and have the highest growth potential
SEOMONITORUSE SEOMONITOR
#seoauditsgrowth at #dmss by @aleyda from @orainti
You’ll have now those areas with highest potential
besides the ones you’re already targeting
SEOMONITORUSE SEOMONITORUSE SEOMONITOR
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Links
POPULARITY
Content
RELEVANCE
Your
Competition
Current Organic
Search Performance
Audience Search
Behavior &
Industry Potential
Current Organic Search
Performance
Your
Competition
Audience Search Behavior and
SERP characteristics with
highest potential
All this will provide context to focus the audit to
the areas more likely to drive growth faster
#seoauditsgrowth at #dmss by @aleyda from @orainti
Prioritized
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Links
POPULARITY
Content
RELEVANCE


Technical Configuration
CRAWLABILITY & INDEXABILITY
Your Site
Now you can analyze your site technical, content
optimization and link popularity status
https://www.searchenginejournal.com/the-ultimate-seo-audit-checklist/196993/
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Your Site
Links
POPULARITY


Content
RELEVANCE
Technical Configuration
CRAWLABILITY & INDEXABILITY
Prioritizing those areas already identified w/ an
existing gap, more potential & opportunity
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Analyzing those specific pages in parallel 

(faster as they’re fewer) to identify quick wins
Screaming Frog, Deepcrawl, Ryte, Botify, OnCrawl
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Connecting the optimization status with the
identified areas and opportunities to target
Screaming Frog, Deepcrawl, Ryte, Botify, OnCrawl
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiScreaming Frog, Deepcrawl, Ryte, Botify, OnCrawl
Verify if they should self-canonicalize instead if targeting
high potential queries and possibility to optimize contentUnblock the new URLs to be crawled & indexed
301-redirect 4xx errors to new
working URL destinations
High
Update links & 301-redirect to HTTPS
version of the URLs
High
Medium
High
They are meant to be ranked so should be indexable
and differentiated with specifically relevantcontent
Medium
Update links to go to final URL
destination instead of 301s
Low
Prioritizing the different actions based on how
easy to do and critical towards growth they are
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
From a
technical,
content as well
as link
popularity
perspective
CognitiveSEO, Ahrefs, Majestic
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Taking into consideration the role that each aspect
plays in the site rankings vs. the existing competition
CognitiveSEO, Ahrefs, Majestic
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Your Site
Content
RELEVANCE
Links
POPULARITY
High
Medium
Technical Configuration
CRAWLABILITY & INDEXABILITY
Low
As well as the overall site status, 

prioritizing those that matter the most
#seoauditsgrowth at #dmss by @aleyda from @orainti
Actionable
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Prioritized SEO recommendations w/ steps to
follow should be provided as a result of the audit
bit.ly/recostemplate
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Each
recommendation
should describe the
concept, importance,
identified issue and
recommended
actions for each
scenario,
highlighting if there
are critical areas to
prioritize
bit.ly/recostemplate
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
They should document each SEO issue scenario with
screenshots, showing how to fix them with examples
Should 301 Redirect
Links to
Should link instead to
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
While attaching a list with all the relevant instances
found of each issue to fix
Full	URL HTTP	Status	CodeInlink	URL Inlink	URL	Status
https://www.buyma.hk/contents/adidas-3d-bags/ 404 https://www.buyma.hk/contents/new_in/ follow
https://www.buyma.hk/contents/adidas-3d-bags/ 404 https://www.buyma.hk/contents/ follow
https://www.buyma.hk/contents/jewelry/aw/bracelets/ 404 https://www.buyma.hk/contents/jewelry/aw/ follow
https://www.buyma.hk/brands/velentino/ 404 https://www.buyma.hk/contents/shoes/aw/ follow
https://www.buyma.hk/brands/velentino/ 404 https://www.buyma.hk/contents/chanel/ follow
https://www.buyma.hk/brands/women/shoes/sneakers/slip-on/ 404 https://www.buyma.hk/contents/luxury-sneakers/women/ follow
https://www.buyma.hk/brands/bags/ 404 https://www.buyma.hk/newsletter/luxury-outerwear-20170903/ follow
https://www.buyma.hk/brand/stussy/ 404 https://www.buyma.hk/newsletter/street-brands-20170814/ follow
https://www.buyma.hk/brand/stussy/ 404 https://www.buyma.hk/newsletter/puma-bts-sneakers-20170821/ follow
https://www.buyma.hk/brand/stussy/ 404 https://www.buyma.hk/newsletter/anti-social-social-club-20170807/ follow
https://www.buyma.hk/brands/chi-chi-london/brands/ 404 https://www.buyma.hk/newsletter/party-dress-outfit-20170122/ follow
https://www.buyma.hk/newsletter/spring-dresses-20170210/h/items/find/women/clothing/dresses/?colors=pink&tags=383404 https://www.buyma.hk/newsletter/spring-dresses-20170210/ follow
https://www.buyma.hk/newsletter/spring-dresses-20170210/h/items/find/women/clothing/dresses/?colors=pink&tags=168404 https://www.buyma.hk/newsletter/spring-dresses-20170210/ follow
https://www.buyma.hk/newsletter/spring-dresses-20170210/h/items/find/women/clothing/dresses/?colors=blue&tags=158404 https://www.buyma.hk/newsletter/spring-dresses-20170210/ follow
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
The recommendations should be summarized in a
prioritized index to make them easier to find & share
Recommendations
Level of
Importance
Current
Optimization
Level
Content
Support
Technical
Support
Promotion
Support
Implementation
Priority
Document Page
No.
Crawling, indexing and internal linking High Low No Yes No 3 31
Canonicalization High Low No Yes No 2 44
Robots.txt configuration High Medium No Yes No 11 52
XML Sitemap configuration High Medium No Yes No 10 57
Structured Data Usage Medium Medium No Yes No 9 61
Pages Speed Medium Low No Yes No 8 66
Mobile Web Configuration Medium Medium No Yes No 12 70
International Web Configuration High Medium Yes Yes No 1 75
Main Content Optimization High Low Yes Yes No 4 81
Title Tags Optimization High Low  Yes Yes No 5 100
Meta Descriptions Optimization Medium Low Yes Yes No 6 107
Headings Optimization Medium High  Yes Yes No 7 111
Link Popularity High High Yes No Yes 13 115
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Which can be also used to coordinate their execution
specifying each action and highlighting priority areas
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index
color facets
High Low
Listings & product
pages
1 Development Maria 1/9/2018
Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2018
Add more content to listings w/
less than 5 products byfeaturing
related ones
Medium Medium
2nd level sub-
categories
3
Development &
Content
Matt &
Maria
3/9/2018
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index
color facets
High Low
Listings & product
pages
1 Development Maria 1/9/2018
Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2018
Add more content to listings w/
less than 5 products byfeaturing
related ones
Medium Medium
2nd level sub-
categories
3
Development &
Content
Matt &
Maria
3/9/2018
Defining the teams in charge, as well as the
resources and timings assigned to each action
what why where who when
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index
color facets
High Low
Listings & product
pages
1 Development Maria 1/9/2018
Add more content to listings w/
less than 5 products byfeaturing
related ones
Medium Medium
2nd level sub-
categories
2
Development &
Content
Matt &
Maria
2/9/2018
Deduplicate & Optimize Titles High Medium Blog category pages 3 Content Matt 3/9/2018
Helping to reprioritize them if necessary,
avoiding bottlenecks & do what matter most
what why where who when
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index
color facets
High Low
Listings & product
pages
1 Development Maria 1/9/2018
Add more content to listings w/
less than 5 products byfeaturing
related ones
Medium Medium
2nd level sub-
categories
2
Development &
Content
Matt &
Maria
2/9/2018
Deduplicate & Optimize Titles High Medium Blog category pages 3 Content Matt 3/9/2018
Facilitating the actionability of the audit as well
as the coordination & resource management
How many highly important with
low optimization status have been
reprioritized?
Which teams have been correctly
advancing and which have had
delays?
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Which can be also shared and combined with any
project management system you already use
#seoauditsgrowth at #dmss by @aleyda from @orainti
Continuous
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Even if the identified SEO issues are fixed,
schedule frequent crawls to verify their status
DEEPCRAWL, RYTE, BOTIFY
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiContentKing, Little Warden
You can also set real time SEO configuration
monitoring systems to check your priority pages
#seoauditsgrowth at #dmssconference by @aleyda from @oraintiContentKing, Little Warden
Which will alert you when something is changed
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
By sending also notifications via emails
ContentKing, Little WardenContentKing, Little Warden
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Which you should also set not only for technical
and content changes, but also link related ones
AHREFS
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
That should be also correlated w/ rank tracking
changes that now also help to identify problems
SEOMONITOR
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Integrate these alerts with your project management
system to facilitate their follow-up
ZAPIER
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Remember that SEO is a continuous, incremental/
iterative process and auditing should be too
PRE-RELEASE
VALIDATION: OK?IMPLEMENTATION
YES
NO
YES
ON-GOING
VALIDATION
RELEASE
NO
FIX
POST-
RELEASE
VALIDATION:
OK?
YES
NO
FIXFIX
ON-GOING
VALIDATION: OK?
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
By doing all this you’ll target your SEO auditing
process to maximize and accelerate growth
strategical prioritized actionable continuous
#seoauditsgrowth at #dmssconference by @aleyda from @orainti
Like this
#seoauditsgrowth at #dmss by @aleyda from @orainti
NOW IT’S YOUR TIME!It’s time to grow your SEO
audits!
#seoauditsgrowth at #dmssconference by @aleyda from @orainti

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Developing SEO audits that maximize growth #dmssconference

  • 1. #seoauditsgrowth at #dmss by @aleyda from @orainti#seoauditsgrowth at #dmssconference by @aleyda from @orainti Developing SEO audits that maximize growth
  • 2. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Raise your hand if you have experienced any of the following scenarios… #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 3. #seoauditsgrowth at #dmssconference by @aleyda from @orainti “I spent weeks doing an initial in- depth SEO audit but the client never implemented the recommendations” #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 4. #seoauditsgrowth at #dmssconference by @aleyda from @orainti “The client spent 3 months implementing the less important changes of the SEO audit and we won’t be able to see results soon” #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 5. #seoauditsgrowth at #dmssconference by @aleyda from @orainti “The client implemented the specified changes based on the SEO audit but in the wrong pages” #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 6. #seoauditsgrowth at #dmssconference by @aleyda from @orainti “The implementation has been on hold for months because it was not clear they needed content support for it when the SEO audit was delivered” #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 7. #seoauditsgrowth at #dmssconference by @aleyda from @orainti “The client developer fixed the identified issue right away as specified in the SEO audit but then said it wasn’t there in the first place” #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 8. #seoauditsgrowth at #dmssconference by @aleyda from @orainti “The issue was initially eliminated as recommended in the SEO audit but it was again included in one of the later releases” #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 9. #seoauditsgrowth at #dmssconference by @aleyda from @orainti “The issue had been documented and recommended to fix in the audit, but never executed until the traffic started to decline” #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 10. #seoauditsgrowth at #dmssconference by @aleyda from @orainti These SEO challenges start when you develop the initial SEO audit… #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 11. #seoauditsgrowth at #dmssconference by @aleyda from @orainti … and it’s your own responsibility to avoid them #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 12. #seoauditsgrowth at #dmssconference by @aleyda from @orainti * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of the Year in 2018 I’m Aleyda Solis
  • 13. #seoauditsgrowth at #dmssconference by @aleyda from @orainti I help great brands to do SEO
  • 14. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Today I’m going to share with you how to avoid these SEO challenges #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 15. #seoauditsgrowth at #dmssconference by @aleyda from @orainti strategical prioritized actionable continuous By developing SEO audits that maximize growth
  • 16. #seoauditsgrowth at #dmss by @aleyda from @orainti Strategical #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 17. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Links POPULARITY Content RELEVANCE Technical Configuration CRAWLABILITY & INDEXABILITY Your Site Don’t start your SEO audit by only identifying your own site optimization status
  • 18. #seoauditsgrowth at #dmssconference by @aleyda from @orainti You need to understand how the top players are already ranking and the existing SERP opportunities along your own status, to put your SEO actions into context to be competitive
  • 19. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Your Site Technical Configuration CRAWLABILITY & INDEXABILITY Links POPULARITY
 
 Content RELEVANCE Current Organic Search Performance Your Competition Identify your site status within the context
 to make your SEO audit strategical Audience Search Behavior and SERP characteristics with highest potential
  • 20. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Technical Configuration CRAWLABILITY & INDEXABILITY Your Site Content RELEVANCE Links POPULARITY Current Organic Search Performance Start with your current organic search performance, that will be your starting point
  • 21. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE THE GOOGLE SEARCH CONSOLE Which are your already best ranked queries with the highest search volume and clicks?
  • 22. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE THE GOOGLE SEARCH CONSOLE Compare your mobile vs. desktop metrics to identify where are the biggest opportunities and current preferences
  • 23. #seoauditsgrowth at #dmss by @aleyda from @oraintiUSE THE DATA STUDIO REPORT FOR GOOGLE SEARCH CONSOLE: http://bit.ly/gscdatastudio What’s your site top content per device? Identify for which queries they perform best & worst
  • 24. #seoauditsgrowth at #dmss by @aleyda from @orainti Check the queries, pages & areas with recent increases as well as decreases in rankings USE SEMRUSH, AHREFS, SISTRIX
  • 25. #seoauditsgrowth at #dmssconference by @aleyda from @orainti For which queries is your site shown in SERPs w/ features? In which are they included? USE SEMRUSH, AHREFS, SISTRIX
  • 26. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE SISTRIX Check the top categories getting more and better 
 rankings for your site from each device results
  • 27. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE GOOGLE ANALYTICS Map these with your current top converting 
 site pages & categories per device & country
  • 28. #seoauditsgrowth at #dmss by @aleyda from @orainti Now you know which are your current most valuable pages, areas & queries to prioritize Queries Pages Areas
  • 29. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Your Competition Your Site Technical Configuration CRAWLABILITY & INDEXABILITY Links POPULARITY
 
 Content RELEVANCE Take into consideration your competitors ranking status to prioritize those areas with gaps
  • 30. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE SEMRUSH, AHREFS, SISTRIX Verify which are your main competitors for the desired target market
  • 31. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE SEMRUSH, AHREFS, SISTRIX What’s your organic search visibility vs. them in Mobile & Desktop?
  • 32. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Which queries are driving more and better organic visibility to your competitors vs. your own site? USE SEMRUSH, AHREFS, SISTRIX
  • 33. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Which are your competitors top pages? 
 Are they transactional or informational? USE SEMRUSH, AHREFS, SISTRIX
  • 34. #seoauditsgrowth at #dmssconference by @aleyda from @orainti For which search features are your competitors included that you still haven’t? USE SEMRUSH, AHREFS, SISTRIX
  • 35. #seoauditsgrowth at #dmssconference by @aleyda from @orainti No Rankings vs. Competitors Too Granular Existing Pages Little Existing Competition You’ll now identify the gap vs. the competition and identify more areas to prioritize in the audit
  • 36. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Technical Configuration CRAWLABILITY & INDEXABILITY Your Site Content RELEVANCE Links POPULARITY Audience Search Behavior and SERP characteristics with highest potential Identify your audience search behavior and SERP characteristics to prioritize those with highest potential
  • 37. #seoauditsgrowth at #dmss by @aleyda from @orainti Establish the query patterns of your audience search behavior using existing terms
  • 38. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE SEMRUSH, KWFINDER, AHREFS Generate ideas of potential new queries for each category and area, to identify additional targets
  • 39. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiUSE SEMRUSH, KWFINDER, AHREFS Assess their search volume, intent and potential SERP features to target
  • 40. #seoauditsgrowth at #dmss by @aleyda from @orainti Taking into consideration theirseasonality as well as competition level USE SEMRUSH, KWFINDER, AHREFS
  • 41. #seoauditsgrowth at #dmss by @aleyda from @orainti Prioritizing those for which you already have content and have the highest growth potential SEOMONITORUSE SEOMONITOR
  • 42. #seoauditsgrowth at #dmss by @aleyda from @orainti You’ll have now those areas with highest potential besides the ones you’re already targeting SEOMONITORUSE SEOMONITORUSE SEOMONITOR
  • 43. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Your Site Technical Configuration CRAWLABILITY & INDEXABILITY Links POPULARITY Content RELEVANCE Your Competition Current Organic Search Performance Audience Search Behavior & Industry Potential Current Organic Search Performance Your Competition Audience Search Behavior and SERP characteristics with highest potential All this will provide context to focus the audit to the areas more likely to drive growth faster
  • 44. #seoauditsgrowth at #dmss by @aleyda from @orainti Prioritized #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 45. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Links POPULARITY Content RELEVANCE 
 Technical Configuration CRAWLABILITY & INDEXABILITY Your Site Now you can analyze your site technical, content optimization and link popularity status https://www.searchenginejournal.com/the-ultimate-seo-audit-checklist/196993/
  • 46. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Your Site Links POPULARITY 
 Content RELEVANCE Technical Configuration CRAWLABILITY & INDEXABILITY Prioritizing those areas already identified w/ an existing gap, more potential & opportunity
  • 47. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Analyzing those specific pages in parallel 
 (faster as they’re fewer) to identify quick wins Screaming Frog, Deepcrawl, Ryte, Botify, OnCrawl
  • 48. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Connecting the optimization status with the identified areas and opportunities to target Screaming Frog, Deepcrawl, Ryte, Botify, OnCrawl
  • 49. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiScreaming Frog, Deepcrawl, Ryte, Botify, OnCrawl Verify if they should self-canonicalize instead if targeting high potential queries and possibility to optimize contentUnblock the new URLs to be crawled & indexed 301-redirect 4xx errors to new working URL destinations High Update links & 301-redirect to HTTPS version of the URLs High Medium High They are meant to be ranked so should be indexable and differentiated with specifically relevantcontent Medium Update links to go to final URL destination instead of 301s Low Prioritizing the different actions based on how easy to do and critical towards growth they are
  • 50. #seoauditsgrowth at #dmssconference by @aleyda from @orainti From a technical, content as well as link popularity perspective CognitiveSEO, Ahrefs, Majestic
  • 51. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Taking into consideration the role that each aspect plays in the site rankings vs. the existing competition CognitiveSEO, Ahrefs, Majestic
  • 52. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Your Site Content RELEVANCE Links POPULARITY High Medium Technical Configuration CRAWLABILITY & INDEXABILITY Low As well as the overall site status, 
 prioritizing those that matter the most
  • 53. #seoauditsgrowth at #dmss by @aleyda from @orainti Actionable #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 54. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Prioritized SEO recommendations w/ steps to follow should be provided as a result of the audit bit.ly/recostemplate
  • 55. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Each recommendation should describe the concept, importance, identified issue and recommended actions for each scenario, highlighting if there are critical areas to prioritize bit.ly/recostemplate
  • 56. #seoauditsgrowth at #dmssconference by @aleyda from @orainti They should document each SEO issue scenario with screenshots, showing how to fix them with examples Should 301 Redirect Links to Should link instead to
  • 57. #seoauditsgrowth at #dmssconference by @aleyda from @orainti While attaching a list with all the relevant instances found of each issue to fix Full URL HTTP Status CodeInlink URL Inlink URL Status https://www.buyma.hk/contents/adidas-3d-bags/ 404 https://www.buyma.hk/contents/new_in/ follow https://www.buyma.hk/contents/adidas-3d-bags/ 404 https://www.buyma.hk/contents/ follow https://www.buyma.hk/contents/jewelry/aw/bracelets/ 404 https://www.buyma.hk/contents/jewelry/aw/ follow https://www.buyma.hk/brands/velentino/ 404 https://www.buyma.hk/contents/shoes/aw/ follow https://www.buyma.hk/brands/velentino/ 404 https://www.buyma.hk/contents/chanel/ follow https://www.buyma.hk/brands/women/shoes/sneakers/slip-on/ 404 https://www.buyma.hk/contents/luxury-sneakers/women/ follow https://www.buyma.hk/brands/bags/ 404 https://www.buyma.hk/newsletter/luxury-outerwear-20170903/ follow https://www.buyma.hk/brand/stussy/ 404 https://www.buyma.hk/newsletter/street-brands-20170814/ follow https://www.buyma.hk/brand/stussy/ 404 https://www.buyma.hk/newsletter/puma-bts-sneakers-20170821/ follow https://www.buyma.hk/brand/stussy/ 404 https://www.buyma.hk/newsletter/anti-social-social-club-20170807/ follow https://www.buyma.hk/brands/chi-chi-london/brands/ 404 https://www.buyma.hk/newsletter/party-dress-outfit-20170122/ follow https://www.buyma.hk/newsletter/spring-dresses-20170210/h/items/find/women/clothing/dresses/?colors=pink&tags=383404 https://www.buyma.hk/newsletter/spring-dresses-20170210/ follow https://www.buyma.hk/newsletter/spring-dresses-20170210/h/items/find/women/clothing/dresses/?colors=pink&tags=168404 https://www.buyma.hk/newsletter/spring-dresses-20170210/ follow https://www.buyma.hk/newsletter/spring-dresses-20170210/h/items/find/women/clothing/dresses/?colors=blue&tags=158404 https://www.buyma.hk/newsletter/spring-dresses-20170210/ follow
  • 58. #seoauditsgrowth at #dmssconference by @aleyda from @orainti The recommendations should be summarized in a prioritized index to make them easier to find & share Recommendations Level of Importance Current Optimization Level Content Support Technical Support Promotion Support Implementation Priority Document Page No. Crawling, indexing and internal linking High Low No Yes No 3 31 Canonicalization High Low No Yes No 2 44 Robots.txt configuration High Medium No Yes No 11 52 XML Sitemap configuration High Medium No Yes No 10 57 Structured Data Usage Medium Medium No Yes No 9 61 Pages Speed Medium Low No Yes No 8 66 Mobile Web Configuration Medium Medium No Yes No 12 70 International Web Configuration High Medium Yes Yes No 1 75 Main Content Optimization High Low Yes Yes No 4 81 Title Tags Optimization High Low  Yes Yes No 5 100 Meta Descriptions Optimization Medium Low Yes Yes No 6 107 Headings Optimization Medium High  Yes Yes No 7 111 Link Popularity High High Yes No Yes 13 115
  • 59. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Which can be also used to coordinate their execution specifying each action and highlighting priority areas Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2018 Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2018 Add more content to listings w/ less than 5 products byfeaturing related ones Medium Medium 2nd level sub- categories 3 Development & Content Matt & Maria 3/9/2018
  • 60. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2018 Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2018 Add more content to listings w/ less than 5 products byfeaturing related ones Medium Medium 2nd level sub- categories 3 Development & Content Matt & Maria 3/9/2018 Defining the teams in charge, as well as the resources and timings assigned to each action what why where who when
  • 61. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2018 Add more content to listings w/ less than 5 products byfeaturing related ones Medium Medium 2nd level sub- categories 2 Development & Content Matt & Maria 2/9/2018 Deduplicate & Optimize Titles High Medium Blog category pages 3 Content Matt 3/9/2018 Helping to reprioritize them if necessary, avoiding bottlenecks & do what matter most what why where who when
  • 62. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2018 Add more content to listings w/ less than 5 products byfeaturing related ones Medium Medium 2nd level sub- categories 2 Development & Content Matt & Maria 2/9/2018 Deduplicate & Optimize Titles High Medium Blog category pages 3 Content Matt 3/9/2018 Facilitating the actionability of the audit as well as the coordination & resource management How many highly important with low optimization status have been reprioritized? Which teams have been correctly advancing and which have had delays?
  • 63. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Which can be also shared and combined with any project management system you already use
  • 64. #seoauditsgrowth at #dmss by @aleyda from @orainti Continuous #seoauditsgrowth at #dmssconference by @aleyda from @orainti
  • 65. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Even if the identified SEO issues are fixed, schedule frequent crawls to verify their status DEEPCRAWL, RYTE, BOTIFY
  • 66. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiContentKing, Little Warden You can also set real time SEO configuration monitoring systems to check your priority pages
  • 67. #seoauditsgrowth at #dmssconference by @aleyda from @oraintiContentKing, Little Warden Which will alert you when something is changed
  • 68. #seoauditsgrowth at #dmssconference by @aleyda from @orainti By sending also notifications via emails ContentKing, Little WardenContentKing, Little Warden
  • 69. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Which you should also set not only for technical and content changes, but also link related ones AHREFS
  • 70. #seoauditsgrowth at #dmssconference by @aleyda from @orainti That should be also correlated w/ rank tracking changes that now also help to identify problems SEOMONITOR
  • 71. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Integrate these alerts with your project management system to facilitate their follow-up ZAPIER
  • 72. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Remember that SEO is a continuous, incremental/ iterative process and auditing should be too PRE-RELEASE VALIDATION: OK?IMPLEMENTATION YES NO YES ON-GOING VALIDATION RELEASE NO FIX POST- RELEASE VALIDATION: OK? YES NO FIXFIX ON-GOING VALIDATION: OK?
  • 73. #seoauditsgrowth at #dmssconference by @aleyda from @orainti By doing all this you’ll target your SEO auditing process to maximize and accelerate growth strategical prioritized actionable continuous
  • 74. #seoauditsgrowth at #dmssconference by @aleyda from @orainti Like this
  • 75. #seoauditsgrowth at #dmss by @aleyda from @orainti NOW IT’S YOUR TIME!It’s time to grow your SEO audits! #seoauditsgrowth at #dmssconference by @aleyda from @orainti