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Establishing an Audit Framework
The document discusses an audit framework emphasizing common mistakes such as subdomain reporting errors, index bloat, and dirty sitemaps. It highlights the importance of maintaining clean sitemaps and provides a checklist of over 300 checkpoints for audits. Additionally, it offers tips for structuring and formatting the audit documentation effectively.
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Establishing an Audit Framework
- 1. establishing an auditframework annie cushing seer interactive @anniecushing
- 2. do you approachaudits this way? seer interactive @anniecushing
- 3. most expensive mistakeswe see regularly
- 4. 1. subdomain reportingerrors in GA @anniecushing
- 5. www.seerinteractive.com rcs.seerinteractive.com @anniecushing
- 6. pro tips tominimize chaos add an annotation to analytics change in beginning of month concatenate in excel seer interactive @anniecushing
- 7. 2. index bloat seerinteractive @anniecushing
- 8. causes of bloat borked internal linking search results pages ecommerce parameters faceted navigation seer interactive @anniecushing
- 9. 5.8 million pagesindexed! @anniecushing
- 10.
- 11.
- 12. That’s a reductionof 10k+ visits! Custom GA Report: bit.ly/SJdX0t @anniecushing
- 13. let’s do somemath 5.8 million pages indexed in Google 37k pages received organic traffic 645 drove revenue for Feb .6% of pages indexed received traffic .01% of pages indexed generated revenue
- 14. seer interactive @anniecushing
- 15. 3. ppc trafficreporting in organic seer interactive @anniecushing
- 16. totally random aside @anniecushing
- 17. I wasn’t theonly one fooled @anniecushing
- 18. others: PPC CPC @anniecushing
- 19. or use thisadvanced segment bit.ly/exclude-ppc @anniecushing
- 20. 4. dirty sitemaps “Your sitemaps need to be clean. We have a 1% allowance for dirt in a sitemap. Examples of dirt are if we click on a URL and we see a redirect, a 404 or a 500 code. If we see more than a 1% level of dirt, we begin losing trust in the sitemap”. — Duane Forrester
- 21. seer interactive @anniecushing
- 22. 5. sitemap hasn’tbeen submitted FACT: Sitemaps are so easy to submit, surely everyone does it. seer interactive @anniecushing
- 23. since caffeine injune 2010, google has an easier time finding sites’ pages seer interactive @anniecushing
- 24. but bing hasa harder time and is more dependent on sitemaps to find sites’ pages seer interactive @anniecushing
- 25. 6. loss ofvaluable links homepage that 302s pages with links that 404 pages that 500 seer interactive @anniecushing
- 26. a potential solution a checklist of 300+ checkpoints google doc for ease of updating seer interactive @anniecushing
- 27.
- 28.
- 29. include screenshot urlsin observations More: http://bit.ly/screenshot-apps @anniecushing
- 30. seer interactive @anniecushing
- 31. seer interactive @anniecushing
- 32. seer interactive @anniecushing
- 33. seer interactive @anniecushing
- 34. seer interactive @anniecushing
- 35. seer interactive @anniecushing
- 36. tools google doc @anniecushing
- 37. links to thesegoogle docs bit.ly/audit-post seer interactive @anniecushing
- 38. extras in thepost tips on how to structure and format audit in word link to both google docs @anniecushing
Editor's Notes
- #3 intimidating – current audit three passeschaoticmy goal: reduce the chaos by providing a framework
- #4 I’m going to talk about some of the more expensive mistakes we see to provide some context – and hit on solutions.I’m not going to go into deep detail on the solutions b/c you’ll get that in the document I’ll share at the end.
- #5 if your site has multiple subdomains (www, blog, reviews, etc.) AND you use GA, there’s a filter that’s CRITICAL.if you don’t include this filter the traffic for all your subdomains will be blended into blob.biggest victim: homepage of your main domain b/c each subdomain’s homepage is going to be dumped into the homepage, sabotaging all your homepage metrics.you also won’t be able to segment by subdomain.
- #6 CLICKclick on admin > select your profile >
- #7 CLICK
- #9 CLICKborked internal linking:common to find links to non-canonical pages in navigation, breadcrumbs, and even the logo.search results:links to search results instead of the static page.parameters:sort, color, type, size, etc.both gwt and bwt give you a list of parameters they find in your site.for large ecommerce sites these parameters can result in literally millions of pages of low-quality duplicate content.faceted navigation:these are filters that help users pare down paginated results.if they use parameters, they can add to the malaise.
- #10 CLICKit used to be you had to enter site:yourdomain.com to see how many pages google has indexed. now gwt gives you a historical view of your indexed pages.
- #11 CLICKwhen i looked at their organic traffic for that month, I saw this …47,225this number is MUCH higher than reality
- #12 CLICKwhen i looked at their organic traffic for that month, I saw this …47,225this number is MUCH higher than reality
- #13 CLICKwhen i looked at their organic traffic for that month, I saw this …47,225this number is MUCH higher than reality
- #14 CLICK
- #17 CLICK
- #18 CLICK
- #19 CLICK
- #20 CLICK
- #21 Sr Product Manager for Bing Webmaster Tools
- #22 bing is such a girl
- #23 CLICK
- #25 CLICK
- #26 CLICK302s:One client had more than 20,000 links to their homepage from high-authority sites. They never built a single link - were all natural.Martha Stewart, MSNBC, CNN, etc. All b/c they were featured in a movie.They changed their CMS and redirected / to /home.Equivalent of packaging all of your links into one link.404:Recently client had 404 pages with links from high-authority news sites and even the house of reprentatives.one of our associates, ethan, found these and is doing link reclamation, which can be infinitely more valuable for high-authority sites than link building!
- #27 CLICK
- #28 tabs along the bottom
- #29 tabs along the bottom
- #35 make a note about how to use ahrefs but noticed that the page had a lot of charts on it, so I included a screenshot of the chart you want to look for.
- #36 you’ll see this notation a lot.>’s mean drill down