Strategical SEO Audits that Drive Growth at #DigitalOlympus

#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Strategical SEO Audits that Drive Growth
Actionable Tips to Identify the Issues & Opportunities that Matter Most
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti

I’M ALEYDA SOLIS
I DO SEO
ORAINTI.COM
I TWEET
@ALEYDA
I SHARE
FB.COM/ALEYDASEOTIPS/
I SPEAKI WRITE

SEO Audits > Checklist
Validating the current status of your SEO is just the start

#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Your audits should not only validate & assess all of the
areas influencing your site organic search status
Technical Conﬁguration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
Your Site

But also take into consideration your current search
performance, behavior & potential of target audience
Current Organic
Search Performance
Your Site
Content
RELEVANCE
Links
POPULARITY
Audience Search
Behavior &
Industry Potential

Current Organic
Search Performance
Audience Search
Behavior &
Industry Potential
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
.. as well as the existing situation vs. your competition
Your Site
Content
RELEVANCE
Links
POPULARITY
Your Competition

Current Organic
Search Performance
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
To prioritize & target your SEO processes actions accordingly
Your Site
Content
RELEVANCE
Links
POPULARITY
Your Competition
High
Low
Medium
Medium
Low
Low
Audience Search
Behavior &
Industry Potential

Here you have a few questions to make your audits
strategical & target them to drive growth

Let’s start by understanding your current organic
search performance vs. your competitors
Current Organic Search Performance

Which are your current best ranked queries and their related
metrics per device? Clicks, Impressions, Position
Identify those with a top
position but low CTR as
well as the existing gap
per device for each
metric

Do the same analysis with your content: which queries are they
ranking and for which they have a best & worst performance?

Easily go through the queries for
each page by using URLprofiler

Or onpage.org! Use Onpage too to identify your areas &
categories bringing more organic search visibility

What’s your organic search visibility vs. your competitors?
It’s about a higher volume or better positions?
Puregym has more trafﬁc
with less terms: Target
More volume or has
better Rankings?
Use SEMRush

Which Queries Are Driving this Organic Search Visibility
& Traffic to your competitors vs. Your Site?
Identify the ones
they target that you
don’t or the ones
both of you are not
ranking well with
Use SEMRush

Which Pages Are Driving Organic Search Visibility
& Traffic to your competitors vs. Your Site?
Identify which
content they have
and are getting
trafﬁc with that you
still don’t
Use SEMRush

These questions will likely allow you to identify
quick wins to prioritize your SEO actions targeting!
Top pages that your
competition is already
leveraging to get top
organic visibility & trafﬁc
Top queries that you’re still
not ranking well but you
already have content for
+
Top queries that your
competitors are already
ranking well for but you are
not
Top pages that both your
competitors and you are
not ranking that well with
high volume queries
+
Top queries for which
you’re already ranking well
but you have a low CTR
Top queries per device that
you’re still not leveraging
with speciﬁcally relevant
content but it will be easy to
create

Now let’s assess the existing search potential
and the gap vs. your own & competition status
Audience Search Behavior & Industry Potential

What additional queries do your audience have?
Expand per category, location & characteristics
Identify which
content they have
and are getting
trafﬁc with that you
still don’t
Use SEMRush

Check also those that your competition used to
rank with in the past but have lost over time
Identify the potential
reason for the lost:
Change of content or
Web structure?
Use SEMRush

Which of these queries categories & locations have a
positive search trend & higher mobile search volume?
Use Google’s Keyword Tool

Which of your competitors are making the most out of the
identified mobile search potential & how are they doing it?
Identify the speciﬁc queries & pages
they’re using to target them: Compare
them to yours!
Use Sistrix

What’s the identified top queries difficulty & which ones offer
the opportunity to increase visibility w/ SERPs functionalities?
Use SEMRush

These questions will likely allow you to prioritize
queries with higher growth opportunities
Queries with high search
volume and low difficulty
level that you already
have pages for but
you’re not ranking with
Queries with low-medium
search volume & low
difficulty level with a growth
trend over time
+
Top Relevant Queries that
your competition used to
rank for but are not
targeting anymore
Queries with high
difficulty level but SERP
functionality that is easily
targetable
+
Queries with high search
volume & low-medium
difficulty that you’re not
targeting but is easy &
meaningful to create
content for
Specific Mobile search
queries that you’re still not
targeting with your Mobile
Web presence

Let’s verify your link popularity status
& the gap vs. your competition
Link proﬁle & preferences

What’s your site link authority
vs. your competitors?
Identify if it’s a matter of
link volume or popularity
Use CognitiveSEO

Which Websites are linking to your
competitors that are still not linking to you?
Do their unique links
coincide with the ones of
higher authority?

Which Pages Are Getting More links
to your competitors vs. Your Site?
Compare the targeted queries & topics and
correlate with those with higher visibility

What type of sites are providing more links
to your competitors vs. your own?
Identify the share of site wide, high
domain inﬂuence & links per country.

What’s the share of highly optimized
links vs. “spontaneous” ones
Is there any speciﬁc tactic that can
be identiﬁed from these links
characteristics?

Which of your links and those of your
competitors are going to error pages?

Based on the identified characteristics: What
type of links you should prioritize to create?

And last but not least, how you’re optimizing your pages from
a technical and content perspective for those priority queries
Content & technical Optimization

Verify if your non-indexable, redirected, canonicalized,
blocked or error pages coincide with those that you should
use to target your highest potential queries
Prioritize the technical optimization of
those pages that will target the queries
with highest potential

Prioritize the optimization of content & key elements -titles,
descriptions, headings, text, images- for those targeting top
queries
Start optimizing the key content
elements of those pages with the
highest opportunities

Are you not sure if you should target the query or not?
Follow this Flow-Chart!

By Following these questions & process your audits will
prioritize those actions that will drive the highest growth

Questions?

Strategical SEO Audits that Drive Growth at #DigitalOlympus

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