Following a simple seo checklist is great for most sites, but what happens when it doesnt work? this talk from smx london covers off when to reaudit and when brand might be your best solution to gain that all important traffic.

1. @hannahjthorpe #SMX
#15A

2. @hannahjthorpe #SMX
#15A
Solving
Complex SEO
Problems

3. @hannahjthorpe #SMX
#15A
A little about me…
Managing
Director
at
White.net
Technical
SEO
&
Content
Marketing
Range
of
brands
– Luxury,
Travel,
Retail

4. @hannahjthorpe #SMX
#15A
So, how do I
rank?

5. @hannahjthorpe #SMX
#15A
"Gosh,
it
feels
overwhelming
to
try
and
explain
to
someone
outside
the
SEO
profession
how
to
get
a
web
page
ranked."
https://moz.com/blog/rank-­‐in-­‐2018-­‐seo-­‐checklist

6. @hannahjthorpe #SMX
#15A

7. @hannahjthorpe #SMX
#15A
Thanks for
listening…

8. @hannahjthorpe #SMX
#15A
https://searchenginewatch.com/2017/02/02/what-­‐can-­‐we-­‐learn-­‐from-­‐winners-­‐losers-­‐search-­‐2016/

9. @hannahjthorpe #SMX
#15A
Do
another
technical
audit
Focus
on
brand

10. @hannahjthorpe #SMX
#15A
When
to
re-­‐audit

11. @hannahjthorpe #SMX
#15A
Your first
audit was
implemented
sporadically…

12. @hannahjthorpe #SMX
#15A
.. and now your
ecosystem is
constantly
changing…

13. @hannahjthorpe #SMX
#15A
…without a
change
control
process…

14. @hannahjthorpe #SMX
#15A
…and lots of
different
people
working in it.

15. @hannahjthorpe #SMX
#15A
So, that’s
everyone
then?

16. @hannahjthorpe #SMX
#15A
Audit better
Think
about
being
actionable
Understand
the
individuals
involved
Prioritise time
vs.
impact Quantify
everything

17. @hannahjthorpe #SMX
#15A
Being Actionable
Does
the
site
have
GTM?
Who
has
FTP
access?
Are
they
in-­‐house?
What’s
been
able
to
be
actioned
previously?
What
CMS
is
the
site
on?
What
percentage
of
pages
are
you
trying
to
change?
How
many
people
have
to
sign
off
your
change?
How
long
do
all
your
suggested
changes
take
to
make?
Where’s
the
resource?
What
other
integrations
are
on
site?

18. @hannahjthorpe #SMX
#15A
Individuals
1. Job role
2. Accountabilities
3. KPI’s
4. Internal supporters
5. Internal conflicts
6. Work history
7. Time available
8. Knowledge of SEO
9. Extra details – hobbies, family, etc.

19. @hannahjthorpe #SMX
#15A
Prioritise
Task Time? Who? Complexity? Impact? Priority
Think
about
individual
tasks
vs.
milestone
tasks
Understand
where
your
resource
is
coming
from
for
implementation

20. @hannahjthorpe #SMX
#15A
Quantify everything
Content
King
-­‐ contentkingapp.com

21. @hannahjthorpe #SMX
#15A
Audit Alerts

22. @hannahjthorpe #SMX
#15A
Index
Bloat
Crawl
Efficiency

23. @hannahjthorpe #SMX
#15A
Index
Bloat

24. @hannahjthorpe #SMX
#15A
Your indexation is weird.

25. @hannahjthorpe #SMX
#15A
This 302s to www.asos.com/men/
oh hey Australia (not a subdomain)
Another subdomain
Subdomain

26. @hannahjthorpe #SMX
#15A
Test your sitemaps
Greenlane Marketing
-­‐ http://bit.ly/sitemap-­‐extension

27. @hannahjthorpe #SMX
#15A
Crawl
“Efficiency”

28. @hannahjthorpe #SMX
#15A
Your crawl efficiency is non-existent.

29. @hannahjthorpe #SMX
#15A
Robots.txt wildcards

30. @hannahjthorpe #SMX
#15A
But, what if that
doesn’t work/isn’t
possible/consumes
all your time?

31. @hannahjthorpe #SMX
#15A
Focus on
brand

32. @hannahjthorpe #SMX
#15A
Who
ranks first
for
“Adidas
trainers”

33. @hannahjthorpe #SMX
#15A

34. @hannahjthorpe #SMX
#15A
What if it’s
so new and
unique, no
one
searches?

35. @hannahjthorpe #SMX
#15A

36. @hannahjthorpe #SMX
#15A
Marketing
teams have so
much data on
this stuff…

37. @hannahjthorpe #SMX
#15A
... yet we don’t
work alongside
‘brand’ enough.

38. @hannahjthorpe #SMX
#15A
The Process
Know
what’s
out
there
and
why
Understand
your
market
Show
you
understand
your
customers
Build
genuine
connections
Be at
the
forefront
of
your
customers’
minds
Become
the
expected
result

39. @hannahjthorpe #SMX
#15A
Understand your market size
https://marketfinder.thinkwithgoogle.com/intl/en_us/
Maybe we should all just
move to Brazil…
… but there’s more money in
Germany so…

40. @hannahjthorpe #SMX
#15A
Build genuine connections
Xtensio Persona
Builder

41. @hannahjthorpe #SMX
#15A
Surveys
Pollfish

42. @hannahjthorpe #SMX
#15A
People like familiar functionality

43. @hannahjthorpe #SMX
#15A
Become the expected result
Go offline
Billboards, TV,
Leaflets

44. @hannahjthorpe #SMX
#15A
Optimise for Featured Snippets

45. @hannahjthorpe #SMX
#15A
Measuring
this stuff is
hard

46. @hannahjthorpe #SMX
#15A
[brand] + [product] search volume

47. @hannahjthorpe #SMX
#15A
CTR vs. Average Position

48. @hannahjthorpe #SMX
#15A
Key takeaways
Part
of
an
SEO’s
job
is
implementing
an
audit,
so
get
stakeholders
on
board
SEO
is
more
complex
than
just
a
checklist
– it’s
unique
to
every
business
Technical
audits
may
not
always
have
the
impact
you
want
Check
your
crawl
efficiency
and
index
bloat
to
determine
technical
strength
If
an
audit
doesn’t
work
and
your
technical
is
good,
focus
on
brand
building
Looking
to
new
channels
and
offline,
will
boost
SEO
down
the
line

49. @hannahjthorpe #SMX
#15A
Thank
you!
@hannahjthorpe
hannah@white.net

50. @hannahjthorpe #SMX
#15A
Do you do
PPC?
We’re
hiring
https://bit.ly/2wSmxZx