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May 14–16, 2014
#CZLTO | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Assess. Diagnose. Fix:
How to Become a Leading SEO Mechanic
Bill Hartzer
Globe Runner
Senior SEO Strategist
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Overview
• When you need to perform an SEO audit
• What tools you can use
• How to spot SEO issues you need to fix
• SEO Audit Checklist
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
When you Need to Perform an SEO Audit
• Changes in rankings or traffic
• Development: before a site goes live
• Development: before a website redesign
• Once every 6 months, or annually
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
What Tools You Can Use
• Traffic Tools
• Webmaster Tools (Bing, Google)
• Crawlers - crawl sites that gather data
• Link Tools - show links to your site
• Link Audit Tools - audits links to your site
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Traffic Tools
• Google Analytics
• SEMRush
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Traffic Tools
• Google Analytics
• Use to analyze traffic for drops, changes
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Traffic Tools
• SEMRush
• Analyze changes in rankings
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Webmaster Tools
• Bing Webmaster Tools
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Bing Webmaster Tools
• Spot Issues To Fix:
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Webmaster Tools
• Google Webmaster Tools
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Google Webmaster Tools
• Spot Issues to Fix
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: OptiSpider
• What it does:
• Crawls site, analyzes internal links on site.
• Analyzes topic/reputation of site, pages
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: OptiSpider
• Spot Issues to Fix:
• Mismatch between anchor text and topic
of pages
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Screaming Frog SEO Spider
• What it does: crawls site, grabs data
• Titles, Meta Desc., Heading Tags, more
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Screaming Frog SEO Spider
• Spot Issues to Fix:
• Review Title Tags, all meta data, headings
• Review 404 errors, redirects, URL issues
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Integrity (Scrutiny)
• What it does:
• Crawls site, reports redirects, 404 errors
• Mac only, finds more errors than other crawlers
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Integrity (Scrutiny)
• Spot Issues to Fix:
• 404 errors and 301 redirects (internal and
external bad links)
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Majestic SEO
• What it does: Reports links to your site.
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Majestic SEO
• Spot Issues to Fix:
• Topical Trust Flow
• Anchor Text of Links
• Referring Domains
• Links to Site
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Ahrefs
• What it does: Reports Links to Site
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Ahrefs
• Spot Issues to Fix:
• Anchor Text
• Referring Domains, Outgoing Domain Links
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: OSE, Moz.com
• What it does:
• Open Site Explorer Reports Links
• Moz.com (Keyword Difficulty Report)
• Moz.com has lots of other reports
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: OSE, Moz.com
• Spot Issues to Fix:
• Keyword Difficulty Report, Review DA, PA
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Audit Tools: Link Research Tools
• What it does: Lots of reports
• Link Detox Identifies Risk of Links to Site
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Audit Tools: Link Research Tools
• Spot Issues to Fix:
• Remove Toxic Links to Site, then Disavow
• Review Suspicious Links
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Globe Runner SEO Audit Checklist
• Search Engine Reputation
• Search Engine Exposure
• Web Site Structure
• Link Popularity
• Internal Link Structure
• Site Meta Data
• Social Media (accounts, engagement)
• Domain Name(s) owned
• Local (NAP data, citations, reviews, etc.)
Contact me for copy of 10 Page SEO Audit Checklist.
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Thank You
Contact Me
Bill Hartzer
Senior SEO Strategist
Globe Runner SEO
Email: Bill@GlobeRunnerSEO.com
Mobile: (214) 236-4378
Office: (972) 538-0260 Ext. 7076
Direct: (469) 645-1231
Web: http://www.globerunner.com
Blog: http://www.billhartzer.com
Twitter: @bhartzer

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Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic

  • 1. May 14–16, 2014 #CZLTO | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic Bill Hartzer Globe Runner Senior SEO Strategist
  • 2. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Overview • When you need to perform an SEO audit • What tools you can use • How to spot SEO issues you need to fix • SEO Audit Checklist
  • 3. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive When you Need to Perform an SEO Audit • Changes in rankings or traffic • Development: before a site goes live • Development: before a website redesign • Once every 6 months, or annually
  • 4. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive What Tools You Can Use • Traffic Tools • Webmaster Tools (Bing, Google) • Crawlers - crawl sites that gather data • Link Tools - show links to your site • Link Audit Tools - audits links to your site
  • 5. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Traffic Tools • Google Analytics • SEMRush
  • 6. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Traffic Tools • Google Analytics • Use to analyze traffic for drops, changes
  • 7. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Traffic Tools • SEMRush • Analyze changes in rankings
  • 8. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Webmaster Tools • Bing Webmaster Tools
  • 9. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Bing Webmaster Tools • Spot Issues To Fix:
  • 10. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Webmaster Tools • Google Webmaster Tools
  • 11. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Google Webmaster Tools • Spot Issues to Fix
  • 12. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: OptiSpider • What it does: • Crawls site, analyzes internal links on site. • Analyzes topic/reputation of site, pages
  • 13. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: OptiSpider • Spot Issues to Fix: • Mismatch between anchor text and topic of pages
  • 14. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: Screaming Frog SEO Spider • What it does: crawls site, grabs data • Titles, Meta Desc., Heading Tags, more
  • 15. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: Screaming Frog SEO Spider • Spot Issues to Fix: • Review Title Tags, all meta data, headings • Review 404 errors, redirects, URL issues
  • 16. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: Integrity (Scrutiny) • What it does: • Crawls site, reports redirects, 404 errors • Mac only, finds more errors than other crawlers
  • 17. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Crawlers: Integrity (Scrutiny) • Spot Issues to Fix: • 404 errors and 301 redirects (internal and external bad links)
  • 18. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: Majestic SEO • What it does: Reports links to your site.
  • 19. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: Majestic SEO • Spot Issues to Fix: • Topical Trust Flow • Anchor Text of Links • Referring Domains • Links to Site
  • 20. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: Ahrefs • What it does: Reports Links to Site
  • 21. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: Ahrefs • Spot Issues to Fix: • Anchor Text • Referring Domains, Outgoing Domain Links
  • 22. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: OSE, Moz.com • What it does: • Open Site Explorer Reports Links • Moz.com (Keyword Difficulty Report) • Moz.com has lots of other reports
  • 23. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Tools: OSE, Moz.com • Spot Issues to Fix: • Keyword Difficulty Report, Review DA, PA
  • 24. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Audit Tools: Link Research Tools • What it does: Lots of reports • Link Detox Identifies Risk of Links to Site
  • 25. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Link Audit Tools: Link Research Tools • Spot Issues to Fix: • Remove Toxic Links to Site, then Disavow • Review Suspicious Links
  • 26. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Globe Runner SEO Audit Checklist • Search Engine Reputation • Search Engine Exposure • Web Site Structure • Link Popularity • Internal Link Structure • Site Meta Data • Social Media (accounts, engagement) • Domain Name(s) owned • Local (NAP data, citations, reviews, etc.) Contact me for copy of 10 Page SEO Audit Checklist.
  • 27. @bhartzer May 14–16, 2014 | #CZLTO | @ClickZLive Thank You Contact Me Bill Hartzer Senior SEO Strategist Globe Runner SEO Email: Bill@GlobeRunnerSEO.com Mobile: (214) 236-4378 Office: (972) 538-0260 Ext. 7076 Direct: (469) 645-1231 Web: http://www.globerunner.com Blog: http://www.billhartzer.com Twitter: @bhartzer