© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Technical SEO auditing: how
healthy is your site?
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
1. Historic performance
2. SEO issues
3. Recommendations
William Nye | Senior Technical Consultant | william@builtvisible.com
Today we’re going to review an affiliate
site from an organic perspective.
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
How do we identify SEO issues?
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Technical
Crawl Efficiency
Navigation
Best Practice
Authority
Content Marketing
Outreach
Link acquisition
Relevancy
Keyword Targeting
On-page optimisation
SEO
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
playslotcasinos.com
Domain info
• Domain registered on 14/11/2013
• First crawled by
web.archive.org: 10/3/2014
• 343 indexed search results
• Static HTML build
• Responsive
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Historic performance
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Historic performance
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Is it still ranking?
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Current rankings
109 299 525
1719
11567
0
2000
4000
6000
8000
10000
12000
14000
1-5 6-10 11-15 16-20 26-30
#ofKeywords
Desktop Organic Rankings (US) – Positions 1-30
Ranking in the top 10 for 408 terms monitored by SEMrush. Ranking in the top 30 for 14219.
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Search opportunity
Total opportunity only around 3k p/m for ranking keywords – but this doesn’t include long tail.
1530 1460 3900
8940
89700
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
1-5 6-10 11-15 16-20 26-30
SearchesPerMonth
Organic Search Opportunity (US) – Positions 1-30
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Top SEO issues
• Link profile
• Site quality
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Link profile
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Link growth overtime
Large quantity of linking domains discovered October 2014 - Jan 2015; big increase in visibility.
0
100
200
300
400
500
600
700
800
Referring Domains for playslotscasinos.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Link attrition
Only 11% of the links recorded are still alive. Low quality usually results in high attrition.
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Link quality
Low quality linking root domains with low topical relevancy and commercial anchor texts.
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Link quality
Unsurprisingly most linking root domains are < 10 Trust Flow (data from Majestic).
0
10
20
30
40
50
60
1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80
Trust Flow Per Domain
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
• Quality: Site needs better links to rank effectively, over the long
term
• Anchor Text: Commercial anchor text usage should be minimal
• Topical Relevancy: More relevant links needed
Next steps: Full link profile should be reviewed and the worst links
disavowed
William Nye | Senior Technical Consultant | william@builtvisible.com
Link profile recommendations
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Site quality
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Quality updates
Later decreases correlate highly with updates aimed at content quality and user intent.
Panda 4.2
Phantom 3
Core Update
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Places an emphasis on E-A-T: expertise, authoritativeness and
trustworthiness
Signs of lowest quality pages
• Pages or websites that are created to make money with little to no
attempt to help users
• Pages or websites created with no expertise or pages which are highly
untrustworthy, unreliable, unauthoritative, inaccurate or misleading
• Violations of the Google Webmaster Quality Guidelines.
William Nye | Senior Technical Consultant | william@builtvisible.com
Source: http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
Google quality rater guidelines
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Site design
Low quality templated design doesn’t inspire trust. This leads to bad user engagement.
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Link quality
Unique textual content but it’s very low in quality. Updates like Phantom have been punishing
sites were textual content doesn’t match user intent.
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
• Textual Content: Rewrite copy, only including text that matches the
intent of the page. Emphasis on quality of content produced
• Design: Improve the design for both mobile and desktop users with
an emphasis on trustworthiness and usability
• E-A-T: Continued focus around E-A-T throughout the site
William Nye | Senior Technical Consultant | william@builtvisible.com
Quality recommendations
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Why should I care?
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Because the opportunities are rapidly
diminishing
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
The elephant penguin in the room
• 85 weeks since the last refresh on
18/10/2014
• Next update is supposedly “real time”
• Apparently it’s coming soon
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
What should affiliates do?
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Focus on producing websites that provide
real value
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
The best affiliate sites already do this
William Nye | Senior Technical Consultant | william@builtvisible.com
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Link quality
Try and find a point of difference – whether it’s the quality of the site, exclusivity in what you
offer or another USP.
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Whatever Google does, someone, somewhere, will always
find a way to beat the system.
However, using these tactics will always be higher risk.
Affiliates need to pick the right model for their business.
William Nye | Senior Technical Consultant | william@builtvisible.com
Final thoughts
© Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Thanks!
William Nye | Senior Technical Consultant | william@builtvisible.com

Technical SEO Auditing: How healthy is your site?

  • 1.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Technical SEO auditing: how healthy is your site? William Nye | Senior Technical Consultant | william@builtvisible.com
  • 2.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential 1. Historic performance 2. SEO issues 3. Recommendations William Nye | Senior Technical Consultant | william@builtvisible.com Today we’re going to review an affiliate site from an organic perspective.
  • 3.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential How do we identify SEO issues? William Nye | Senior Technical Consultant | william@builtvisible.com
  • 4.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Technical Crawl Efficiency Navigation Best Practice Authority Content Marketing Outreach Link acquisition Relevancy Keyword Targeting On-page optimisation SEO
  • 5.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com playslotcasinos.com Domain info • Domain registered on 14/11/2013 • First crawled by web.archive.org: 10/3/2014 • 343 indexed search results • Static HTML build • Responsive
  • 6.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Historic performance William Nye | Senior Technical Consultant | william@builtvisible.com
  • 7.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Historic performance
  • 8.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Is it still ranking? William Nye | Senior Technical Consultant | william@builtvisible.com
  • 9.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Current rankings 109 299 525 1719 11567 0 2000 4000 6000 8000 10000 12000 14000 1-5 6-10 11-15 16-20 26-30 #ofKeywords Desktop Organic Rankings (US) – Positions 1-30 Ranking in the top 10 for 408 terms monitored by SEMrush. Ranking in the top 30 for 14219.
  • 10.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Search opportunity Total opportunity only around 3k p/m for ranking keywords – but this doesn’t include long tail. 1530 1460 3900 8940 89700 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000 1-5 6-10 11-15 16-20 26-30 SearchesPerMonth Organic Search Opportunity (US) – Positions 1-30
  • 11.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Top SEO issues • Link profile • Site quality William Nye | Senior Technical Consultant | william@builtvisible.com
  • 12.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Link profile William Nye | Senior Technical Consultant | william@builtvisible.com
  • 13.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Link growth overtime Large quantity of linking domains discovered October 2014 - Jan 2015; big increase in visibility. 0 100 200 300 400 500 600 700 800 Referring Domains for playslotscasinos.com
  • 14.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Link attrition Only 11% of the links recorded are still alive. Low quality usually results in high attrition.
  • 15.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Link quality Low quality linking root domains with low topical relevancy and commercial anchor texts.
  • 16.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Link quality Unsurprisingly most linking root domains are < 10 Trust Flow (data from Majestic). 0 10 20 30 40 50 60 1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 Trust Flow Per Domain
  • 17.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential • Quality: Site needs better links to rank effectively, over the long term • Anchor Text: Commercial anchor text usage should be minimal • Topical Relevancy: More relevant links needed Next steps: Full link profile should be reviewed and the worst links disavowed William Nye | Senior Technical Consultant | william@builtvisible.com Link profile recommendations
  • 18.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Site quality William Nye | Senior Technical Consultant | william@builtvisible.com
  • 19.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Quality updates Later decreases correlate highly with updates aimed at content quality and user intent. Panda 4.2 Phantom 3 Core Update
  • 20.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Places an emphasis on E-A-T: expertise, authoritativeness and trustworthiness Signs of lowest quality pages • Pages or websites that are created to make money with little to no attempt to help users • Pages or websites created with no expertise or pages which are highly untrustworthy, unreliable, unauthoritative, inaccurate or misleading • Violations of the Google Webmaster Quality Guidelines. William Nye | Senior Technical Consultant | william@builtvisible.com Source: http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf Google quality rater guidelines
  • 21.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Site design Low quality templated design doesn’t inspire trust. This leads to bad user engagement.
  • 22.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Link quality Unique textual content but it’s very low in quality. Updates like Phantom have been punishing sites were textual content doesn’t match user intent.
  • 23.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential • Textual Content: Rewrite copy, only including text that matches the intent of the page. Emphasis on quality of content produced • Design: Improve the design for both mobile and desktop users with an emphasis on trustworthiness and usability • E-A-T: Continued focus around E-A-T throughout the site William Nye | Senior Technical Consultant | william@builtvisible.com Quality recommendations
  • 24.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Why should I care? William Nye | Senior Technical Consultant | william@builtvisible.com
  • 25.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Because the opportunities are rapidly diminishing William Nye | Senior Technical Consultant | william@builtvisible.com
  • 26.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com The elephant penguin in the room • 85 weeks since the last refresh on 18/10/2014 • Next update is supposedly “real time” • Apparently it’s coming soon
  • 27.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential What should affiliates do? William Nye | Senior Technical Consultant | william@builtvisible.com
  • 28.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Focus on producing websites that provide real value William Nye | Senior Technical Consultant | william@builtvisible.com
  • 29.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential The best affiliate sites already do this William Nye | Senior Technical Consultant | william@builtvisible.com
  • 30.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential William Nye | Senior Technical Consultant | william@builtvisible.com Link quality Try and find a point of difference – whether it’s the quality of the site, exclusivity in what you offer or another USP.
  • 31.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Whatever Google does, someone, somewhere, will always find a way to beat the system. However, using these tactics will always be higher risk. Affiliates need to pick the right model for their business. William Nye | Senior Technical Consultant | william@builtvisible.com Final thoughts
  • 32.
    © Copyright 2017Builtvisible. All rights reserved. Private and Confidential Thanks! William Nye | Senior Technical Consultant | william@builtvisible.com

Editor's Notes

  • #6 ADD SPECIFIC TECHNICAL DETAILS – FROM WN, TB OR DB