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SEO Audits: Can you see the wood from the trees? | Susan Hallam | #SMX 2016


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Conducting an effective SEO audit is part science, and part art. Once you have determined the purpose of the audit, you will amass shed loads of data using the wide range of audit tools. A successful audit depends on your interpretation of the data and your skill at making sense of it all. In this session you will learn how you can present your findings in a way that is suitable for the target audience, whether a developer, a marketing professional, or a functional manager. Using three different case studies, Susan will run through a framework for the analysis and presentation of recommendations. No two audits are the same, and we will take a good hard look at an ecommerce example, an example of a site with a legacy of low quality SEO activity, and a site that thinks it may have experienced a penalty.

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SEO Audits: Can you see the wood from the trees? | Susan Hallam | #SMX 2016

  1. 1. #SMX #seoaudit @susanhallam Interpreting SEO audit data and creating effective recommendations SEO Audits: Can you see the wood from the trees?
  2. 2. #SMX #seoaudit @susanhallam Founder and MD Hallam Internet SMX London and Milan Moz Local Ranking Factors Search marketing since 1999 Susan Hallam
  3. 3. #SMX #seoaudit @susanhallam We love the tools
  4. 4. #SMX #seoaudit @susanhallam
  5. 5. #SMX #seoaudit @susanhallam Links, examples, useful stuff
  6. 6. #SMX #seoaudit @susanhallam Will generate stuff like this…
  7. 7. #SMX #seoaudit @susanhallam
  8. 8. #SMX #seoaudit @susanhallam What is the purpose of the audit Who is this audit for What are the key drivers What’s the background and history Four Simple Questions
  9. 9. #SMX #seoaudit @susanhallam SEO Audit Personas Name: Ecommerce Eddie Age: 36 Position: Owner Manager Company: Established Ecommerce Retailer He says: “I’ve been selling online for years, and up til now our growth has been powered by PPC. I want to get my site ranking organically in order to reduce my dependence on PPC.” Luddite Technically Literate Green Field Established Player No SEO Strategy Clear Strategic Focus Vague Audit Expectations Clear Audit Expectations Key Attributes The purpose of the audit Eddie has an existing site that is making him good profits. He is always looking for areas of improvement, but he is not looking for a site redesign. He wants to understand the audit and the scope of the SEO project. In reality he will hand the recommendations over to his developer and just wants to know how much will it cost and what will the results be. Eddie generally is looking for a quick fix, hence the PPC focus up til now. The amount of work that goes into a proper ecommerce SEO campaign bores and frustrates him. He knows SEO is not a quick fix. What he really wants is to spend less on his PPC and to have a sustainable SEO strategy. Who is the audit for? Background Information • Eddie has a set of very specific questions he wants answering • He has done his own SEO, dabbling at the edges • He migrated to a new site about 6 months ago • He has all his paid search data Eddie wants to understand the plan of action at a high level, the scope of the work, and the potential benefits. Eddie’s technical developer who will implement the changes subject to Eddie’s approval. They need a detailed plan of action and recommendation.
  10. 10. #SMX #seoaudit @susanhallam Just give me what I want Not what I asked for
  11. 11. #SMX #seoaudit @susanhallam The current situation Indexing and crawler issues Technical issues Site architecture On page issues Content issues Linking Organising your research International Mobile Ecommerce Video UX Semantic markup
  12. 12. #SMX #seoaudit @susanhallam Is this really what Eddie wants?
  13. 13. #SMX #seoaudit @susanhallam The current situation Critical issues Easy wins Long term strategies Presenting your findings for Eddie
  14. 14. #SMX #seoaudit @susanhallam Tactics Prioritised action plan Projects Timescales Presenting your findings for Eddie’s Developer
  15. 15. #SMX #seoaudit @susanhallam Education Relative scoring Benchmarking Checklists Presenting your findings to Eddie’s Marketing Professional
  16. 16. #SMX #seoaudit @susanhallam Google Penalties Greenfield SEO Brand new site Combining multiple sites or migrations CMS migration New strategy or focus Question 1: What is the purpose of the audit
  17. 17. #SMX #seoaudit @susanhallam Owner | Manager Marketing professional In house development team External developer Question 2: Who is the audit for?
  18. 18. #SMX #seoaudit @susanhallam New website launch Fire fighting: traffic is dropping & penalties More of the same High growth businesses Question 3: What are the key drivers?
  19. 19. #SMX #seoaudit @susanhallam Have you been doing SEO previously? Do you have previous SEO documentation to show us what you were doing? Have you had big website changes? Redesign? HTTPS? Has your digital strategy changed? Question 4: Background and history
  20. 20. #SMX #seoaudit @susanhallam Links, examples, useful stuff
  21. 21. #SMX #seoaudit @susanhallam 0115 948 0123 SEO Audits: Can you see the wood for the trees?