MKEsearch 2018 | CSI: Forensic SEO AuditsRenee Girard
Intro to SEO Forensics >> bit.ly/audit-blog-2018
(Mostly) Free SEO Tools >> bit.ly/seo-tools-2018
SVS Tutorial >> bit.ly/svs-tutorial
SVS Matrix >> bit.ly/pubcon-svs
Revisions made post-Pubcon Florida for the MKEsearch event:
When to do log file analysis -- NEW
Mobile assessment for mobile-first indexing -- NEW
Rendering assessment from Google I/O -- NEW
Event >> https://mkesearch.org/upcoming-events/seo-planning-site-migrations-and-csi-seo-audits
Fuel Good 2018: Running Effective Projects in O365Sparkrock
A presentation on the new configuration of O365 Groups, SharePoint Team Sites, Planner, and Yammer, including using project sites and including people from outside your organization in your collaborative project sites.
Managing website migration searchmetrics summit 2018 - victoria olsinaVictoria Olsina
Presentation for Searchmetrics London Summit 2018.
You can read more about it on my website: http://victoriaolsina.com/managing-website-migration-the-complexity-of-implementing-change-within-a-big-organisation
Quick-Start Guide for Outsourcing Software Development Brian Estep
Considering outsourcing software development but unsure of where and how to get started? Use our quick-start guide as an introduction to evaluating outsourcing solutions, selecting the right partner and setting your project up for success.
Advanced Analytics Implementations at EA scaleAni Lopez
Designing and managing advanced analytics implementations for 35+ digital properties, across more than 10 different production teams, is not an easy task. It became even more challenging when the analytics team at Electronic Arts (EA) was required to migrate from Adobe Site Catalyst to Google Analytics Premium to Google Universal Analytics, all within the span of 18 months. Of course, all of this had to be done while still keeping pace with the company’s frenzied schedule for publishing blockbuster games, each of which requires new sites and countless marketing campaigns. See how we used Tealium iQ™ tag management system to achieve our objectives.
MKEsearch 2018 | CSI: Forensic SEO AuditsRenee Girard
Intro to SEO Forensics >> bit.ly/audit-blog-2018
(Mostly) Free SEO Tools >> bit.ly/seo-tools-2018
SVS Tutorial >> bit.ly/svs-tutorial
SVS Matrix >> bit.ly/pubcon-svs
Revisions made post-Pubcon Florida for the MKEsearch event:
When to do log file analysis -- NEW
Mobile assessment for mobile-first indexing -- NEW
Rendering assessment from Google I/O -- NEW
Event >> https://mkesearch.org/upcoming-events/seo-planning-site-migrations-and-csi-seo-audits
Fuel Good 2018: Running Effective Projects in O365Sparkrock
A presentation on the new configuration of O365 Groups, SharePoint Team Sites, Planner, and Yammer, including using project sites and including people from outside your organization in your collaborative project sites.
Managing website migration searchmetrics summit 2018 - victoria olsinaVictoria Olsina
Presentation for Searchmetrics London Summit 2018.
You can read more about it on my website: http://victoriaolsina.com/managing-website-migration-the-complexity-of-implementing-change-within-a-big-organisation
Quick-Start Guide for Outsourcing Software Development Brian Estep
Considering outsourcing software development but unsure of where and how to get started? Use our quick-start guide as an introduction to evaluating outsourcing solutions, selecting the right partner and setting your project up for success.
Advanced Analytics Implementations at EA scaleAni Lopez
Designing and managing advanced analytics implementations for 35+ digital properties, across more than 10 different production teams, is not an easy task. It became even more challenging when the analytics team at Electronic Arts (EA) was required to migrate from Adobe Site Catalyst to Google Analytics Premium to Google Universal Analytics, all within the span of 18 months. Of course, all of this had to be done while still keeping pace with the company’s frenzied schedule for publishing blockbuster games, each of which requires new sites and countless marketing campaigns. See how we used Tealium iQ™ tag management system to achieve our objectives.
SEO: Just Enough To Be Dangerous Today, Tomorrow & BeyondRenee Girard
Organic Search is the effective and cheap fuel that’s built to sustain your acquisition engine for years. Learn how Google search works and what you need to do today to ensure your users can discover your website easier through Search Engine Optimization.
What is SEO and why should I care?
How does Google search work?
Making the business case for SEO and SEO integration
Hot topics for the future
What to do about them so you can sleep at night
- Voice search
- Mobile and emerging technologies
- The ever-shrinking organic SERP
(Mostly) Free SEO Tools >> http://bit.ly/seo-tools-2018
Event >> https://www.thevalleymke.org/events/seo
AI-Powered SEO with Botify: Automation in Prevention, Execution, and Implemen...In Marketing We Trust
For our last Data-Driven Digital community webinar, we spoke about AI-powered SEO with Botify and automation in prevention, execution and implementation at scale with Agata Adamczak, SEO Specialist and client partner director at Botify.
Learn how to automate common and complex SEO tasks to free up your time and headspace.
Historically, SEOs have had to operate extensive spreadsheets to build reports and analyse data and conduct manual checks to stay on top of their website’s technical health. With most time spent on reporting and audits that left little time for action and strategy.
You’ll learn:
*How to crawl (including JavaScript) at scale
*How to use Botify to determine what tasks will drive the biggest impact
*How to automate technical recommendations
*How to protect your website and resolve issues before you’re impacted in rankings, useability or performance
*How to automate keyword performance reporting at scale
*And much more
Ask the Expert – Best Practices for a High Performing SiteDynatrace
Featuring Ben Rushlo, Dynatrace VP of Synthetic and UEM Services
Hear from Ben as he discusses key factors in building and maintain a high performing web site. Ben and his team of performance experts help hundreds of Dynatrace customers each year optimize their sites and he will share some of the common themes and best practices, including:
• What is fast enough?
• Typical “pain points” for slow performance
• Top 10 common performance mistakes
• The unique challenges of responsive design
A website migration can be one of the most stressful situations that an SEO will encounter. There are so many things to consider and so many potential issues that it can be daunting.
These slides are from a webinar hosted by SiteVisibility in which Marcos Alvarez (Senior SEO Analyst at SiteVisibility & BrightonSEO trainer) and Rachel Pearson (Digital Marketing Manager at SiteVisibility and Founder of Brighton Digital Women) run through each of the aspects that you'll need to consider from an SEO perspective when working on a web migration.
They discuss the different types of migrations and provide a road map of all the activities that should take place before, during and after the launch, from redirect maps to setting up the new platform.
You'll learn:
- What a website migration is
- The different types of web migrations
- The pre-migration activities you'd need to undertake (Staging site, benchmark, URL mapping...)
- The activity you need to undertake during the Migration (Redirect implementation, speed up indexation, initial tests...)
- The post migration activities you'll need to check off (Compare benchmark, regular checks...)
Using Web Data to Drive Revenue and Reduce CostsConnotate
This presentation is designed to help companies strengthen their competitive advantage by leveraging publicly available Web sources.
Entrepreneurs, global industry leaders and enterprises of all sizes are turning Web data into lucrative opportunities – creating new revenue-generating products, reducing costs and re-engineering workflows to optimize pricing, streamline reporting, ensure compliance, engage interactively with clients and more.
This presentation uses a variety of success stories to illustrate ways in which businesses can use Web data to drive revenue and streamline operations.
Agile software requirements management with Impact Mapping and BDDFred Heath
In this talk, Fred Heath will explain how to capture and model Requirements and translate them to Executable Specifications, using a combination of Behaviour-Driven Development, some established techniques like Impact Mapping and some new ones such as Business Process Alignment and the D3 method. It will also illustrate how to correctly create Features and will outline an algorithmic approach for creating code that realizes the client's requirements.
Lean Solutions – Agile Transformation at the United States Postal ServiceITSM Academy, Inc.
The postal business is changing at a rapid pace and the Postal Service must continue to change quickly to remain relevant and competitive in the marketplace. The Postal Service implemented the Agile methodology, replacing the traditional waterfall methodology to improve project communication, increase customer satisfaction, realize business benefits quickly, and improve overall quality. Please join us as Mark outlines the challenges Postal faced before using Agile, how Agile has been implemented across the enterprise, lessons learned, benefits and where they are headed next with Agile Transformation.
Digitech Solution is the top most leading best digital marketing agency in Pune. We offer the SEO, SEM, Email Marketing, Content Marketing & SMO, etc
https://thedigitechsolutions.com/
#Best digital marketing company in pune #Digital marketing company in pune #Bestdigitalmarketingcompanyinpune #digitalmarketingcompanyinpune
Jhon Arzu-Gil
Application Development Specialist
Houston, TX 77026
Jarzugil20@gmail.com
+1 248 938 5567
Application Developer Programming Specialist
I spent my first 5 years programming learning the Vanillas they never change and with those you can build any framework. My foundation started with HTML, CSS, JavaScript, SQL, and PHP because almost 80% of the internet uses it. Then I chose "Write Once Run Everywhere “Java '' as my main language knowing 58.99 percent of global website traffic is mobile and Over 60% of the world’s population has a cell phone. Of those mobile phones, almost 80% of those are smartphones. I have certification in everything from Big Data, A.I, Machine Learning, Blockchain, Data Science and Security. Working in the data analytics department at a Big Tech Company has
taught me that everything from utilizing open-source software and applications like Python and Juniper Notebook's to proprietary applications like SAP Analytics Cloud concepts like Master Data, Transaction Data etc are universal with not only project experience but hands on experience as well. If you check out the google play store and my android developer account you can see the 3 apps I developed and uploaded where anyone on the planet with an Android phone can download and run in minutes.. If you visit my personal website you can view the source code and libraries https://www.arzugil.com you browse through my portfolio. Also I’m experienced in marketing like Amazon PPC Advertising, Facebook Advertising, Google Advertising, Snapchat Advertising, TikTok Advertising, and Twitter Advertising.
Skills
• Full-stack development (5 years) • Azure (3 years)
• Python (5 years)
• Agile (3 years)
• AWS (3 years)
• SAP Analytics Cloud (3 years)
• Mobile applications (5 years)
• Android development (5 years)
• Java (5 years)
• PHP (5 years)
• MySQL (5 years)
• SAP HANA (3 years)
• Software Development (5 years) • Machine learning (4 years)
• JavaScript (5 years)
• iOS development (1 year)
• Jira (3 years)
• SQL (5 years)
• Git (5 years)
• C/C++ (5 years)
• Scrum (3 years)
• User Interface (UI) (5 years)
• Microsoft SQL Server (5 years)
• Application Development (5 years) • Unit Testing (3 years)
• Bootstrap (5 years)
• XML (5 years)
• Business Requirements (5 years) • GitHub (5 years)
• Test Cases (3 years)
• HTML5 (5 years)
• Cloud Computing (5 years)
• APIs (4 years)
• Computer Networking (3 years) • Linux (5 years)
• Data Warehouse (5 years)
• Scripting (5 years)
• REST (3 years)
• Docker (3 years)
• Web Services (5 years)
• Node.js (3 years)
• CI/CD (5 years)
Languages
• English - Expert
• Spanish - Intermediate
Links
https://cloudtechnologycomputing.com
https://arzugil.com
https://github.com/Jgil20 https://play.google.com/store/apps/dev?id=8040499476760752928&hl=en_US&gl=US https://www.credly.com/users/jhon-arzu-gil.8cf7cffc/badges
https://www.linkedin.com/in/jhongil
The State of Performance in the WordPress EcosystemRick Viscomi
In this talk we will be using these tools to focus on the state of performance in the WordPress ecosystem; is it faster, and more importantly, why or why not?
AppSphere 15 - HUT Group Leverages Analytics to Turbocharge Business OutcomesAppDynamics
DevOps teams in E-commerce companies are often asked to provide answers to recurring business questions like:
- Why were sales softer than expected today/last week/last month?
- Who was responsible for softer sales? Technology or pricing?
With 100s of KPIs being collected for many different applications resulting in thousands of graphs, sifting through this data could take days. Sometimes, no answers would be found even after days.
In this talk, we will show how AppDynamics has reduced the mean time to get these answers from days to a few hours.
Relevance Yacht in conjunction with Relevance Web Marketing has run a seminar for the Young Professionals in Yachting in Monaco exploring the evolution of digital marketing in the Yachting Industry.
Read 26 slides including impressive digital facts in 2016, a timeline of digital yacht marketing, past present and future of digital marketing, SEO & the Google Algorithm in 2016, some great digital marketing methods to increase conversions, top marketing channels for UK, 10 website tools for digital marketing, 5 amazing ways to produce content, common digital marketing mistakes and misconceptions, how to measure your results, yachting photography and video, and the workshop.
Contact rumble@relevanceweb.com for any questions or leave some comments below.
3 Brilliant Ways Proven To Get Your Online Courses To The Top Of GoogleLambda Solutions
This session will show you exactly how to get your courses to the top of Google’s search results, without having to break the bank paying for advertising spots, even if you know absolutely nothing about digital marketing! Watch Now!
AgileCamp Dallas: Unpacking Business Value (Mironov)Rich Mironov
From the development side, we often think of Business Value as accurate, one-dimensional, and easy to auto-sort. We unpack this a bit, and try to get back to real customer value. Core analogy: is freeze-dried astronaut ice cream really ice cream? Do our paying customers care about business value points, or only real improvements they can directly experience?
A keynote at AgileCamp Dallas, 19 Oct 2015
Data-Driven SEO: Correlation Does Not Equal CausationRenee Girard
Data-Driven SEO: Correlation Does Not Equal Causation
Talk for Mississippi State University's Advanced Statistics Class, 11/2020
TLDR: https://starwarsintrocreator.kassellabs.io/#!/CMLLbd91eqIcOecTDDtN
SEO Resources: http://bit.ly/seo-tools-2018
More Related Content
Similar to Pubcon Florida 2018 | CSI: Forensic SEO Audits
SEO: Just Enough To Be Dangerous Today, Tomorrow & BeyondRenee Girard
Organic Search is the effective and cheap fuel that’s built to sustain your acquisition engine for years. Learn how Google search works and what you need to do today to ensure your users can discover your website easier through Search Engine Optimization.
What is SEO and why should I care?
How does Google search work?
Making the business case for SEO and SEO integration
Hot topics for the future
What to do about them so you can sleep at night
- Voice search
- Mobile and emerging technologies
- The ever-shrinking organic SERP
(Mostly) Free SEO Tools >> http://bit.ly/seo-tools-2018
Event >> https://www.thevalleymke.org/events/seo
AI-Powered SEO with Botify: Automation in Prevention, Execution, and Implemen...In Marketing We Trust
For our last Data-Driven Digital community webinar, we spoke about AI-powered SEO with Botify and automation in prevention, execution and implementation at scale with Agata Adamczak, SEO Specialist and client partner director at Botify.
Learn how to automate common and complex SEO tasks to free up your time and headspace.
Historically, SEOs have had to operate extensive spreadsheets to build reports and analyse data and conduct manual checks to stay on top of their website’s technical health. With most time spent on reporting and audits that left little time for action and strategy.
You’ll learn:
*How to crawl (including JavaScript) at scale
*How to use Botify to determine what tasks will drive the biggest impact
*How to automate technical recommendations
*How to protect your website and resolve issues before you’re impacted in rankings, useability or performance
*How to automate keyword performance reporting at scale
*And much more
Ask the Expert – Best Practices for a High Performing SiteDynatrace
Featuring Ben Rushlo, Dynatrace VP of Synthetic and UEM Services
Hear from Ben as he discusses key factors in building and maintain a high performing web site. Ben and his team of performance experts help hundreds of Dynatrace customers each year optimize their sites and he will share some of the common themes and best practices, including:
• What is fast enough?
• Typical “pain points” for slow performance
• Top 10 common performance mistakes
• The unique challenges of responsive design
A website migration can be one of the most stressful situations that an SEO will encounter. There are so many things to consider and so many potential issues that it can be daunting.
These slides are from a webinar hosted by SiteVisibility in which Marcos Alvarez (Senior SEO Analyst at SiteVisibility & BrightonSEO trainer) and Rachel Pearson (Digital Marketing Manager at SiteVisibility and Founder of Brighton Digital Women) run through each of the aspects that you'll need to consider from an SEO perspective when working on a web migration.
They discuss the different types of migrations and provide a road map of all the activities that should take place before, during and after the launch, from redirect maps to setting up the new platform.
You'll learn:
- What a website migration is
- The different types of web migrations
- The pre-migration activities you'd need to undertake (Staging site, benchmark, URL mapping...)
- The activity you need to undertake during the Migration (Redirect implementation, speed up indexation, initial tests...)
- The post migration activities you'll need to check off (Compare benchmark, regular checks...)
Using Web Data to Drive Revenue and Reduce CostsConnotate
This presentation is designed to help companies strengthen their competitive advantage by leveraging publicly available Web sources.
Entrepreneurs, global industry leaders and enterprises of all sizes are turning Web data into lucrative opportunities – creating new revenue-generating products, reducing costs and re-engineering workflows to optimize pricing, streamline reporting, ensure compliance, engage interactively with clients and more.
This presentation uses a variety of success stories to illustrate ways in which businesses can use Web data to drive revenue and streamline operations.
Agile software requirements management with Impact Mapping and BDDFred Heath
In this talk, Fred Heath will explain how to capture and model Requirements and translate them to Executable Specifications, using a combination of Behaviour-Driven Development, some established techniques like Impact Mapping and some new ones such as Business Process Alignment and the D3 method. It will also illustrate how to correctly create Features and will outline an algorithmic approach for creating code that realizes the client's requirements.
Lean Solutions – Agile Transformation at the United States Postal ServiceITSM Academy, Inc.
The postal business is changing at a rapid pace and the Postal Service must continue to change quickly to remain relevant and competitive in the marketplace. The Postal Service implemented the Agile methodology, replacing the traditional waterfall methodology to improve project communication, increase customer satisfaction, realize business benefits quickly, and improve overall quality. Please join us as Mark outlines the challenges Postal faced before using Agile, how Agile has been implemented across the enterprise, lessons learned, benefits and where they are headed next with Agile Transformation.
Digitech Solution is the top most leading best digital marketing agency in Pune. We offer the SEO, SEM, Email Marketing, Content Marketing & SMO, etc
https://thedigitechsolutions.com/
#Best digital marketing company in pune #Digital marketing company in pune #Bestdigitalmarketingcompanyinpune #digitalmarketingcompanyinpune
Jhon Arzu-Gil
Application Development Specialist
Houston, TX 77026
Jarzugil20@gmail.com
+1 248 938 5567
Application Developer Programming Specialist
I spent my first 5 years programming learning the Vanillas they never change and with those you can build any framework. My foundation started with HTML, CSS, JavaScript, SQL, and PHP because almost 80% of the internet uses it. Then I chose "Write Once Run Everywhere “Java '' as my main language knowing 58.99 percent of global website traffic is mobile and Over 60% of the world’s population has a cell phone. Of those mobile phones, almost 80% of those are smartphones. I have certification in everything from Big Data, A.I, Machine Learning, Blockchain, Data Science and Security. Working in the data analytics department at a Big Tech Company has
taught me that everything from utilizing open-source software and applications like Python and Juniper Notebook's to proprietary applications like SAP Analytics Cloud concepts like Master Data, Transaction Data etc are universal with not only project experience but hands on experience as well. If you check out the google play store and my android developer account you can see the 3 apps I developed and uploaded where anyone on the planet with an Android phone can download and run in minutes.. If you visit my personal website you can view the source code and libraries https://www.arzugil.com you browse through my portfolio. Also I’m experienced in marketing like Amazon PPC Advertising, Facebook Advertising, Google Advertising, Snapchat Advertising, TikTok Advertising, and Twitter Advertising.
Skills
• Full-stack development (5 years) • Azure (3 years)
• Python (5 years)
• Agile (3 years)
• AWS (3 years)
• SAP Analytics Cloud (3 years)
• Mobile applications (5 years)
• Android development (5 years)
• Java (5 years)
• PHP (5 years)
• MySQL (5 years)
• SAP HANA (3 years)
• Software Development (5 years) • Machine learning (4 years)
• JavaScript (5 years)
• iOS development (1 year)
• Jira (3 years)
• SQL (5 years)
• Git (5 years)
• C/C++ (5 years)
• Scrum (3 years)
• User Interface (UI) (5 years)
• Microsoft SQL Server (5 years)
• Application Development (5 years) • Unit Testing (3 years)
• Bootstrap (5 years)
• XML (5 years)
• Business Requirements (5 years) • GitHub (5 years)
• Test Cases (3 years)
• HTML5 (5 years)
• Cloud Computing (5 years)
• APIs (4 years)
• Computer Networking (3 years) • Linux (5 years)
• Data Warehouse (5 years)
• Scripting (5 years)
• REST (3 years)
• Docker (3 years)
• Web Services (5 years)
• Node.js (3 years)
• CI/CD (5 years)
Languages
• English - Expert
• Spanish - Intermediate
Links
https://cloudtechnologycomputing.com
https://arzugil.com
https://github.com/Jgil20 https://play.google.com/store/apps/dev?id=8040499476760752928&hl=en_US&gl=US https://www.credly.com/users/jhon-arzu-gil.8cf7cffc/badges
https://www.linkedin.com/in/jhongil
The State of Performance in the WordPress EcosystemRick Viscomi
In this talk we will be using these tools to focus on the state of performance in the WordPress ecosystem; is it faster, and more importantly, why or why not?
AppSphere 15 - HUT Group Leverages Analytics to Turbocharge Business OutcomesAppDynamics
DevOps teams in E-commerce companies are often asked to provide answers to recurring business questions like:
- Why were sales softer than expected today/last week/last month?
- Who was responsible for softer sales? Technology or pricing?
With 100s of KPIs being collected for many different applications resulting in thousands of graphs, sifting through this data could take days. Sometimes, no answers would be found even after days.
In this talk, we will show how AppDynamics has reduced the mean time to get these answers from days to a few hours.
Relevance Yacht in conjunction with Relevance Web Marketing has run a seminar for the Young Professionals in Yachting in Monaco exploring the evolution of digital marketing in the Yachting Industry.
Read 26 slides including impressive digital facts in 2016, a timeline of digital yacht marketing, past present and future of digital marketing, SEO & the Google Algorithm in 2016, some great digital marketing methods to increase conversions, top marketing channels for UK, 10 website tools for digital marketing, 5 amazing ways to produce content, common digital marketing mistakes and misconceptions, how to measure your results, yachting photography and video, and the workshop.
Contact rumble@relevanceweb.com for any questions or leave some comments below.
3 Brilliant Ways Proven To Get Your Online Courses To The Top Of GoogleLambda Solutions
This session will show you exactly how to get your courses to the top of Google’s search results, without having to break the bank paying for advertising spots, even if you know absolutely nothing about digital marketing! Watch Now!
AgileCamp Dallas: Unpacking Business Value (Mironov)Rich Mironov
From the development side, we often think of Business Value as accurate, one-dimensional, and easy to auto-sort. We unpack this a bit, and try to get back to real customer value. Core analogy: is freeze-dried astronaut ice cream really ice cream? Do our paying customers care about business value points, or only real improvements they can directly experience?
A keynote at AgileCamp Dallas, 19 Oct 2015
Similar to Pubcon Florida 2018 | CSI: Forensic SEO Audits (20)
Data-Driven SEO: Correlation Does Not Equal CausationRenee Girard
Data-Driven SEO: Correlation Does Not Equal Causation
Talk for Mississippi State University's Advanced Statistics Class, 11/2020
TLDR: https://starwarsintrocreator.kassellabs.io/#!/CMLLbd91eqIcOecTDDtN
SEO Resources: http://bit.ly/seo-tools-2018
DFWSEM State of Search Conference 2017 | SEO Recap Renee Girard
Text-heavy notes and key takeaways from the SEO tracks I attended in Dallas, Texas for the State of Search conference on October 9th and 10th.
Slideshares referenced:
https://www.slideshare.net/crumplezone/paradigm-shifts-can-seo-survive-google
https://www.slideshare.net/johnleoweber/state-of-search-2017-cross-channel-marketing-by-john-leo-weber?qid=5ae4f63a-59dc-4e05-82c3-a67c5af6ef8c&v=&b=&from_search=7
https://www.slideshare.net/jonhenshaw/forget-amp-make-fast-sites?qid=44296fcd-b690-4fd4-bd75-467cdc6aaff5&v=&b=&from_search=1
https://www.slideshare.net/goralewicz/javascript-indexing-and-seo-the-naked-truth-state-of-search-2017-80617471
https://www.slideshare.net/MarthavanBerkel/structured-data-from-az-managing-your-knowledge-graph-state-of-search?qid=3d2086c7-af58-4036-8767-71394027902e&v=&b=&from_search=1
https://www.slideshare.net/TomAnthony/seo-by-hypothesis
https://www.slideshare.net/DawnFitton/cruft-busting-technical-debt-code-smell-and-refactoring-for-seo-state-of-search
https://www.slideshare.net/alanbleiweiss/owning-the-answer-box-knowledge-graph-and-featured-snippets
More Traffic. More Business. How to Boost Your Blog Traffic with SEORenee Girard
Learn how to use the basics of search engine optimization to gain new readers to your blog. Used in conjunction with the One Metric Blog Scorecard found here: http://bit.ly/blog-scorecard
Authors: Renee Girard and Lindsie Nelson
How traffic acquisition and engagement drive digital marketing strategies.
Guest lecture for Assistant Professor of Marketing, Brian Spaid, Ph.D. for October 2015
Didn't get to go to SMX Advanced? Lucky for you, I've put together the major highlights from all the organic track sessions. Enjoy!
Credit to all the amazing presenters: Jenny Halasz, Jessica Bowman, Rand Fishkin, Marcus Tober, Eric Enge, Maile Ohye, and Christine Smith.
http://www.slideshare.net/SearchMarketingExpo/technical-seo-signals-you-need-to-send-to-google
http://www.slideshare.net/SearchMarketingExpo/what-happened-by-jessica-bowman
http://www.slideshare.net/SearchMarketingExpo/periodic-table-of-seo-ranking-factors-2015-edition-by-marcus-tober
http://www.slideshare.net/SearchMarketingExpo/googles-rich-answers-in-search-how-to-make-them-work-for-you-by-ericenge
http://www.slideshare.net/SearchMarketingExpo/ranking-signals-of-the-future-where-engines-might-be-heading-by-rand-fishkin
http://www.slideshare.net/SearchMarketingExpo/tales-of-an-seo-detective-by-christine-smith
Local SEO and Local PPC: Pigeon, Paid, & PlacesRenee Girard
Local Search is loco! Renee and Cassy break things down with the basics on how local search actually works, key ranking factors (citations, review, backlinks, on-page), and placement opportunities for organic and paid results.
LOCAL PPC:
- Setting up geo-targeting
- Defining reach
- Measuring performance
- Adjusting bids (use data, duh)
- Link Google My Business to AdWords
LOCAL SEO:
- Google Pigeon
- Algorithm ranking factors
- Claim citations
- Verify Google My Business
- Get reviews
Local or Bust! An Intro to Google Local & All Things Links - WordCamp MKE 201...Renee Girard
It’s free, easy, and literally takes less than 10 minutes to set up your business on Google Search, Google Maps, and Google+. The world of local search is only growing and can help your business get found by searchers faster than they would have.
Senior Search Marketing Specialists, Rachel and Renee will walk you through the basics of setting up your Google Local profiles then cover the following topics:
Enhancing your listings
Building local citations
Acquiring external links
Even though Google’s algorithms change hundreds of times each year, there are some things that remain constant…links…the currency of the web. Yes, even when it comes to local search, links still make up a large percentage of the pie.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Perficient Digital
Renee Girard
@renee_girard
• An SEO since 2012
• 6+years ofdigital agency experience
• SMB toFortune 1000 clients
• Guest lecturer at Marquette University
andUniversity ofWisconsin-Milwaukee
2
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@renee_girard | #pubcon
Hurry Up andWait
of enterprise SEOs wait at least a
year for critical technicalchanges to
be implemented
48%
Source: https://moz.com/blog/how-long-are-seos-waiting-for-their-most-important-changes
7. Perficient Digital 7
@renee_girard | #pubcon
Computer Forensic Investigation Model
Source: Taylor,Haggerty& Gresty(2007)OrganisationalModelforComputer
ForensicsInvestigations
• Identify the purpose of investigation
• Identify resources required
Stage 1
InvestigationPreparation
• Identify sources of digitalevidence
• Preserve digitalevidence
Stage 2
Evidence Acquisition
• Identify tools and technique to use
• Process data
• Interpret analysis results
Stage 3
Analysisof Evidence
• Report findings
• Present findings
Stage 4
Results Dissemination
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@renee_girard | #pubcon
SEO Forensic Investigation
Investigation Preparation Evidence
Acquisition
Results
Dissemination
Evidence
Analysis
Stage 1 Stage 2 Stage 3 Stage 4
Perficient Digital
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@renee_girard | #pubcon
Case of AggressiveBot Crawling
Crime: Aggressive botbehavior
causedsiteoutages
Perpetrator: Bingbotmadeup 69%
ofall eventsbutonly10% oforganic
traffic
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@renee_girard | #pubcon
Case of BrokenIP-Based Geolocation
Crime: IP-basedredirects createdcrawlbarriersand
rewrittentitletags
Perpetrator: Canadareceived 34%–50% ofall Googlebot
events
20. Perficient Digital
Page Prioritization
Inventory
20
@renee_girard | #pubcon
Step 1: Createan inventory byexporting pages from all available tools intotheir own tab
Step 2: Compileall pages intoa single column on a new tab anddedupe
Step 3: Addcolumns forcritical metrics andVLOOKUPtheir values fromtheir respective tab
Step 4: Crawlthe list andadd HTTP status codes
Step 5: Adda column for PriorityScore that sums up all metrics
22. Perficient Digital
Page Template Review
22
@renee_girard | #pubcon
Step 1: Identify page templates
Ex.– CMS,category, subcategory, facet, product, blog post
Step 2: Run each template through compliance checks
Step 3: Determine issues that occur globally oracross certain templates
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@renee_girard | #pubcon
Page Template Review Example
#
Area of Examination
Examination
Doesit Exist? Does it Comply? Findings
Category Template: https://domain.com/sample-url
1 Title Tags Yes Yes
2 Meta Descriptions Yes Yes Increase characters/pixels
3 Meta Robots Tag Yes Yes
4 Header Tags Yes Yes Optimize header tags
5 Unique Text Yes No Need unique, optimized copy
6 Facets/Filters Yes No Discuss options for crawl control
7 Images Yes No Add alt text
8 Pagination Yes No Discuss rel=next/prev options
9 Structured Data No -- Add breadcrumb markup
10 Load More No --
11 Video No -- Discuss adding video
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@renee_girard | #pubcon
GoogleSheets Action Items
# Issue Priority Recommendation Owner Dev Deliverable DateFixed
Topic
1 What?
Outline the
subtopic or
orconcern
Sowhat?
Critical,High,
High, Medium,
Now what?
Listpotential
solutions andyour
recommendation
Who?
Assign who is
responsible for
implementation
Outline if dev
resources will be
be required
Link tosupporting
supporting document in
When?
Document date of
implementation
37. Perficient Digital
Executive Summary
37
Executive Summary
100-footview of what was done, how it was done, and top areas of concern.
Summarizedtable of issues listing low LOE and high-business-impact items first.
# Issue Priority RecommendationsSummary
Topic
1 What? So what? Now what?
Perficient Digital
Good afternoon! Congrats for making it through day 1 of Pubcon
Today I'm excited to discuss my CSI approach to SEO audits using forensic investigation
My name is Renee Girard and I’m a Senior Organic Search Strategist
I’ve been on the agency side for the past 6 years (which in agency years is more like 12)
SEO for clients medium to enterprise Fortune 1000 clients
With SEO so underrepresented in higher education, I’ve had the privilege to have the opportunity to teach SEO to undergrad business students at my alma mater, UW-Milwaukee and at Marquette University
I work at Perficient Digital which is Perficent’s digital agency
I am out of the Milwaukee, Wisconsin office so if i seem too happy to be here, it’s because it’s literally 35 degrees back home right now and still considered “SPRING BREAK!”
We’re hiring for SEO, PPC, and CRO nationwide! Go to PD.com/careers or connect with me if you’re interested or know someone who might be.
The audit is responsible for solving SEO crimes, but bad audits should be considered a crime in itself
I’ve seen a lot of them and I’m sure you have to
Traits of subpar audits:
GENERIC = UNDERWHELMING = SO WHAT?
It’s the one that looks generic or boilerplate as if the auditor simply just did a find and replace on the client name, left underwhelmed and asking “SO WHAT?
TMI = OVERWHELMING = NOW WHAT?
or...It’s the one that came from the auditor that lacked sufficient experience and got overwhelmed ending up stuck in the weeds and cycle of analysis paralysis and information overload, left asking “ok everything is broken, but NOW WHAT?”
I know from my own experience how easy it is to overload everyone with too much information which quickly leads to going over budget
The last technical audit i did could have gone down that route as i was tasked to audit
One of the largest hat retailers with at least 9 million pages, over 1,200 GMB listings, reaching 2 regions served in both English and French
The result: I audited over 150 areas of this giant site to create a 53 page audit document, added over 50 new JIRA tickets, spent over 4 hours in meetings with the client mostly because they refused to read those 53 pages.
Then, had to still wait 4 months for 1 of those JIRA tickets to get implemented
4 months isn’t bad compared to a 2016 survey that found almost half or 48% of SEOs working for big companies had to wait at least a year for any critical technical changes to get done
Audits are all too often a hurry up and wait scenario
Audit is needed because performance may be suffering, you spend hours developing the audit, then the tickets sit in a JIRA project graveyard because there’s NEVER enough dev hours.
Nothing getting done makes it challenging to maximize your SEO investment since often any optimizations you do may be limited by technical barriers.
After that experience, I discovered a four-stage organizational model that’s used as the high-level process for computer or digital forensics investigations to solve cyber crimes.
This model can easily be applied as a guide to SEO audit investigations
This adopted forensic approach to SEO audits starts with investigation preparation followed by evidence acquisition, then leads into thorough evidence analysis and results dissemination.
These four stages combined with actionable deliverables, can help the client and SEO investigator understand:
Risks
Short term and long term opportunities for growth
Quick wins -- everyone’s favorite!!
We begin with pre-investigation prep work as stage 1
Obtain warrants to access the following necessities:
Analytics
GSC/BWT
Log files if they have access to them
Third-party tools they are paying for that you wouldn’t have access to otherwise
While you’re waiting for clearance, conduct an in-depth discovery interview with your key stakeholders and align on the audit’s overall mission
Designed for the investigator to understand the client’s past and current landscapes in both business and digital.
Make sure you design the questionnaire to cover the basics and customize as needed.
Get to know their business quick:
who are their stakeholders, KPIs, business goals, competitors, and unique value props.
Get to know their digital strategy quick:
outline their past and present SEO and paid search efforts and site relaunches, and keywords critical to their business
Now that you’ve done the necessary prep work, it’s time to collect evidence for stage 2
Before jumping right into an audit checklist, save yourself time later by first doing some initial assessments and data pulls
Then proceed with an audit checklist
I recommend the free and paid checklists provided by Annie Cushing as a foundation
Like any good detective, catalog evidence with screenshots, save everything, and take detailed notes
You never know when you may need this later for an audit appendix
Goals: Help you to understand what are most likely the top issues or at least the places where you will need to dig deeper later
GSC
Going through messages, configurations, check for manual action penalties, and review the new GSC reports
BWT
Who here uses BWT for auditing?
For those who use it, you already know that BWT aggregates all subdomains into one account and reports all XML sitemaps even if you haven’t submitted them UNLIKE GSC
Sitewide crawl or segmented crawl (SF, DC)
Connect APIs for more data, crawl as different user-agents (Googlebot for smartphones vs. Googlebot regular for mobile-first indexing), text-only vs. JavaScript rendering
Analytics
If you don’t trust it, do a quick check with SF extraction for UA-ID and GTM container
If you still don’t trust it, get a separate analytics audit and leave it to the experts
SEOs shouldn't do analytics audits!
Crime: duplicate subdomains and staging sites were indexed, earning legitimate links, and wasting valuable crawl budget -- very common problem when you use multiple CMSs
Case solved with BWT inbound links report, text to columns, pivot table to identify 18 subdomains
Didn’t know exists, shouldn’t have existed, shouldn’t be indexed
Then did additional 301 redirects and added authentication for staging sites
More advanced assessments that really will set your audit apart from the rest
Includes log file analysis, page prioritization inventory, page template review, Search Visibility Matrix, and a rendering assessment
Escalate what CANNOT wait
Use best judgement and raise the alarm when appropriate
If you see a critical red flag, PLEASE do not wait until you’ve finished the audit
Analyzing log files is the only way to truly see the site how a bot does
Using SF Log File Analyser, I’ve been able to discover audit findings that can only be confirmed by logs
Examples include: aggressive bot crawling where Bing made up 69% of all events even though they only received 10% of traffic (typical of Bing)
Helped me to then take the necessary actions to slow them down with crawl delays.
Also been able to discover crawl barriers caused by forcing IP-based geolocation. Client served in 6 regions, but not US. Any bot or user with an IP address outside of the 6 regions served were forced to the CA homepage by default.
Google SERP rewrote title tags from other regions to include “Canada”
Since Googlebot’s servers are mostly in the US, the redirect kept forcing them to crawl the default Canada site causing the Canada directory to get almost 50% of all Googlebot events compared to the other 5 regions.
Create an inventory of the most important pages and give them a priority score
Create an inventory of the pages from tools like SEMRush, analytics, Majestic into their own tab
Add all the URLs in to a new tab and dedupe
Add columns with vlookup statements to pull in critical metrics like traffic, revenue, links, and rankings
Crawl the list and add HTTP status codes
Add a sum column to give a Priority Score to each page
Page prioritization scores can be used for almost any report to help prioritize efforts of greatest impact
Ex. - list of 404s. Instead of providing a list from GSC crawl errors, use that list as an input then FILTER the HTTP status column to 40X errors
Identify template-specific issues through a series of compliance checks
Find different page templates by manually reviewing the site and prioritization inventory
Run each page template through a list of compliance checks (customize)
Use that to determine if there are key issues occurring globally or template-specific
Outline key areas of examination like the ones I've listed below then audit if that component exists in the first place and if it does, if it complies to best practices
Ex. - For category template, yes, facets exist, but no they do not comply, because let’s say they are eating valuable crawl resources and causing index bloat. Findings = discuss options for crawl control.
SVS: Simple calculation that gives a numeric score to indicate search visibility of a keyword.
Purpose: demonstrate the value of ranking on page 1 of Google’s organic results for keywords with high search volume.
The higher the score, generally the better the visibility (doesn’t measure traffic or correlate to conversion)Calculation: Search Volume X (1/Position of one particular keyword)
Matrix: Google Sheets that I created which automatically calculates the SVS of your client and their top four competitors as a whole and for any particular keywords or keyword phrases
Provides far more context and value to the client instead of just reporting off the top with “competitor x ranks for 25% more keywords” < client dominates search visibility for keywords containing the word “hat” or “hats” but falls behind with “store”
Download free matrix and read the full tutorial on how to use it with these bitly links
Rendering assessment -- Googlebot is no longer the once “blind 5 year old” and is generally able to render and understand web pages like a modern-ish browser. There are caveats and limitations like the 5 second rule, crawl budget, client-side vs. server-side rendering, which JS framework is being used, but in general, here’s the simplest way to do a rendering assessment:
Audit that all essentials tags, links, and content are present in both versions of the page
Initial HTML
Rendered DOM
Decrypt the discrepancies between the two
If missing from rendered DOM, Google may not crawl/index (Google prefers rendered DOM)
If only in the rendered DOM:
Non-Google search engines may not crawl/index (limited JS rendering still)
Identify user event dependencies
Post load events not rendered
Remember: Google CANNOT click, scroll, or hover
Initial HTML
View page source
Fetch as Googlebot -- HTML snapshot (how the crawler sees the page within 5 seconds of rendering)
Screaming Frog’s original HTML column under View Source tab
Rendered DOM
Inspect element in Chrome 41 << Copy outerHTML
Google’s Rich Results Testing Tool << View Source Code -- MOST ACCURATE OPTION (uses Chrome 41)
Screaming Frog’s rendered HTML column under View Source tab -- BEST OPTION FOR MANY PAGES, but uses Chrome 60 instead of what Google uses (Chrome 41)
Screaming Frog renders JS using Chrome 60 so wont be exact
All the resources of a page (JS, CSS, imagery) need to be available to be crawled, rendered and indexed.
Google still require clean, unique URLs for a page, and links to be to be in proper HTML anchor tags (you can offer a static link, as well as calling a JavaScript function).
The rendered page snapshot is taken at 5 seconds, so content needs to be loaded by that time, or it just won’t be indexed for each web page.
If you run a search and can’t find them within the source, then they will be dynamically generated in the DOM and will only be viewable in the rendered code.
rendered DOM is what Google will eventually use to index a webpage’s content
When in JS rendering mode, you can now store the raw HTML and the rendered HTML to inspect the DOM from the “view source” tab SF
Side-by-side comparison for pages -- uses Chrome 60
Ex. - added meta robots tags of NOINDEX, FOLLOW via Adobe’s DTM to deindex a section of the site
Raw/original HTML shows INDEX, FOLLOW but rendered HTML shows NOINDEX, FOLLOW
Auditing many Magento 2 sites I’ve found a discrepancy between text-only and JavaScript rendered SF crawls
Crime: Text-only showed product images had no internal or inlinks pointing to them
Crime: JS rendering with store HTML options showed the inlinks to the images from the product pages in the rendered HTML and reported them in the missing alt text report
Perp: Magnifying widget needs JS and default M2 behavior is missing alt text for the main images on product detail pages
Stage 3: Evidence Analysis -- Stage 3 is evidence analysis
Now that we’ve collected the key evidence, it’s time to connect each clue by identifying relationships that exist between them whether that be direct or indirect
Prioritize each piece of collected evidence
What is the expected level of effort compared to the anticipated business impact
Is this a threat or opportunity? Do no harm.
Is this something that’s fundamentally broken and therefore a must-have or just a nice-to-have?
Evidence analysis from many perspectives but obviously we need to take a primary lens from a search engine viewpoint
Do this by determining if there are any barriers that would prevent a page from getting through the entire search engine process starting from
Initial page discovery, crawling, indexing, retrieval, and finally ranking
Since these steps are generally mutually exclusive, any barriers that exist are considered a relative point of failure
Priority must be crawl!
Stage 4: Results Dissemination -- the final and most important stage of forensic investigation because strong deliverables that cater to your stakeholders regardless of their knowledge of SEO can make all the difference for getting things done post-audit
Report findings in real-time giving the client visibility into issues as they are being discovered
Google Sheets Action Items list
Present and deliver results to the stakeholders
Executive summary
Audit Word Doc -- could also have a supplementary PP deck
Appendix -- reference appendix items from all deliverables to make it easy for everyone to reference especially devs who need examples and C-suites that need it for context and visualization
All audit deliverables should answer these three questions
What? So What? Now What?
Google Sheet updated in real-time
Update the list of issues, recommendations, and priorities in real-time as a master record of everything that is and isn’t implemented
Gives client opportunity to act on issues as they are recorded
This is the first part of the audit Word document and could be the only part C-Suite will actually read. Make sure it’s GOOD
What was done
How it was done
Top areas of concern and opportunity
Summarized issues table by priority
List recommendations that are low expected effort and high expected business impact first.
List should follow the what? So what? Now what? model
Separate the audit into topics and subtopics
Start with the “what” to outline a brief introduction to the topic
then follow the current state or the “so what”
Then the recommended state” which is the “now what”
Priority which I usually choose a scale from low to critical - correspond with JIRA or PM tool
Topic: Structured data
What? Overview
Education to level out any knowledge gaps on the value of implementing structured data
Such as indexing, CTR, and rich results
Subtopic: Missing or incorrect schema.org markup
So what? Current state
Outline how you audited this topic, all issues discovered, and the opportunity cost/risk of not doing anything
Such as missing, irrelevant, syntax, Google guideline violation = manual action penalty, rich result ineligibility
Now what? Recommended state
Outline what fixes should be implemented and how
Such as GTM vs. inline JSON-LD or microdata
Priority level -- severity
Risk: manual action penalty
Opp: rich results
Quick wins: already implemented but not validating
Gone through the four stages of forensic investigation -- Case closed? If only it was that easy...
Post-Audit Implementation -- is easily the most challenging
How many have delivered an audit that went nowhere?
Commit: After completing the SEO forensics, collaborate with the client to commit to a short-term and long-term action plan.
Align: Since audits typically focus on technical SEO which can take up limited development resources, it’s important to understand the IT ticket workflow and current backlog.
Create tickets even if they sit in a backlog
Review backlog: You may have no choice but to wait months or even years for anything to get done. Adjust and reprioritize tickets every few months or as needed.
Document and share results: anything that actually gets done, get buy-in
Hold stakeholders accountable but within reason
Pick your battles carefully but articulate opp costs to illustrate money being left on the table
A more effective model to auditing that cuts through boilerplate audits
Each stage allows you to go from completing necessary investigation prep work, to acquiring and analyzing evidence, to disseminating the results to your stakeholders
Ensure you present your findings with strategic/actionable deliverables including a discovery Q&A, Action Items, Executive Summary, Word Document, and Appendix that answer the WHAT, SO WHAT, and NOW WHAT
Get things done by committing to a post-audit action plan that aligns with their current priorities
NOW Case closed. Justice has been SERVED.
You guys like free stuff? Of course you do. Here’s a bunch of it. You’re welcome.
Check out the deck, blog post, mostly free tools, resources, and Chrome plugins for your next audit, and the SVS Matrix
Thanks everyone!
Slides are available on Slideshare
Tweet me questions