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SEO AUDITS
2
RANKING FACTORS
RELEVANCE Authority
Unnatural
BacklinksTechnical
Issues
AUTHORITY
3
RANKING FACTORS
RELEVANCE Authority
Unnatural
BacklinksTechnical
Issues
AUTHORITY
TECHNICAL
ISSUES
UNNATURAL
BACKLINKS
4
FOUR SEO AUDITS
RELEVANCE
AUDIT
AUTHORITY
AUDIT
TECHNICAL
AUDIT
BACKLINK
AUDIT
5
QUESTIONS FOR AN SEO AUDIT
RELEVANCE
AUDIT
How authoritative is my
website compared to my
online competition for the
keywords I’m targeting?
SEO Competitive Analysis – August
Do I have a significant
amount of unnatural
backlinks pointing to my
website?
Am I targeting the most
valuable keywords to the
highest converting
pages?
SEO Keyword Research and Site
Architecture – September
AUTHORITY
AUDIT
TECHNICAL
AUDIT
BACKLINK
AUDIT
Am I hindering the ability
of search engine bots to
quickly crawl and index
my website?
6© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS
RESERVED.
TECHNICAL AUDIT
Can the Search Engine Bots
Crawl my Website?
What are the
bots crawling?
What are the
bots seeing?
How fast are the
bots crawling?
7© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS
RESERVED.
TWO MOST COMMON PROBLEMS
www.website.com/robots.txt view-source:www.website.com
<meta name="robots"
content=
"noindex, nofollow">
META ROBOTS TAGROBOTS.TXT
User-agent: *
Disallow: /
Can Search Engines
Crawl my Website?
Can the
bots crawl?
8© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS
RESERVED.
SEARCH OPERATORS
Can the
bots crawl?
site:domain
info:URL
9© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS
RESERVED.
GOOGLE WEBMASTER TOOLS
Can the
bots crawl?
10© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS
RESERVED.
SPIDER TOOLS
What are they
crawling?
Look for:
• Duplicate Content
• Missing Content
Screaming Frog (<500 URLs) or XENU Link Sleuth
11© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS
RESERVED.
VIEWING THE TEXT
Look for:
• Navigation links
• Hidden text
• Missing text
cache:www.yourwebsite.com
What do
they see?
12© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS
RESERVED.
PAGE SPEED
How fast can
they crawl?
Look for:
• Page Load Time
< 10 sec.
• Time to First
Byte < 0.5 sec
• Faster than your
competitors!
13© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS
RESERVED.
BACKLINK AUDIT
Look for:
• Spikes in number of
linking domains
• Low quality domains
• Exact Anchor text
RELEVANCE AUTHORITY TECHNICAL
FREE:
• Xenu Link Sleuth
• Google Webmaster Tools
• Feed the Bot
• seo-browser
SMB:
• Moz On-Page Grader
• Moz Crawl Test
• Screaming Frog
Enterprise:
• Deep Crawl
http://moz.com/blog/technic
al-site-audit-for-2015
FREE:
• Open Link Profiler
SMB:
• Moz Open Site Explorer
• SEMrush
Enterprise:
• MajesticSEO
• Ahrefs
http://moz.com/blog/illustrat
ed-seo-competitive-analysis-
workflow
FREE:
• SEO Tools Rank Checker
• Google Keyword Planner
• Ubersuggest
SMB:
• Moz Rank Tracker
• Moz Keyword Difficulty
Enterprise:
• Conductor or seoClarity
• KW Finder
http://backlinko.com/keywor
d-research
TOOLS AND RESOURCES
LINK AUDITS
FREE:
• Google Webmaster Tools
SMB:
• Google Webmaster Tools
• Moz OSE Spam Analysis
Enterprise:
• Link Detox
• LinkRisk
http://searchenginewatch.co
m/sew/how-
to/2273639/how-to-use-
googles-disavow-links-tool-
the-right-way

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SEO Audits

  • 5. 5 QUESTIONS FOR AN SEO AUDIT RELEVANCE AUDIT How authoritative is my website compared to my online competition for the keywords I’m targeting? SEO Competitive Analysis – August Do I have a significant amount of unnatural backlinks pointing to my website? Am I targeting the most valuable keywords to the highest converting pages? SEO Keyword Research and Site Architecture – September AUTHORITY AUDIT TECHNICAL AUDIT BACKLINK AUDIT Am I hindering the ability of search engine bots to quickly crawl and index my website?
  • 6. 6© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS RESERVED. TECHNICAL AUDIT Can the Search Engine Bots Crawl my Website? What are the bots crawling? What are the bots seeing? How fast are the bots crawling?
  • 7. 7© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS RESERVED. TWO MOST COMMON PROBLEMS www.website.com/robots.txt view-source:www.website.com <meta name="robots" content= "noindex, nofollow"> META ROBOTS TAGROBOTS.TXT User-agent: * Disallow: / Can Search Engines Crawl my Website? Can the bots crawl?
  • 8. 8© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS RESERVED. SEARCH OPERATORS Can the bots crawl? site:domain info:URL
  • 9. 9© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS RESERVED. GOOGLE WEBMASTER TOOLS Can the bots crawl?
  • 10. 10© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS RESERVED. SPIDER TOOLS What are they crawling? Look for: • Duplicate Content • Missing Content Screaming Frog (<500 URLs) or XENU Link Sleuth
  • 11. 11© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS RESERVED. VIEWING THE TEXT Look for: • Navigation links • Hidden text • Missing text cache:www.yourwebsite.com What do they see?
  • 12. 12© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS RESERVED. PAGE SPEED How fast can they crawl? Look for: • Page Load Time < 10 sec. • Time to First Byte < 0.5 sec • Faster than your competitors!
  • 13. 13© 2015 SOLARWINDS WORLDWIDE, LLC. ALL RIGHTS RESERVED. BACKLINK AUDIT Look for: • Spikes in number of linking domains • Low quality domains • Exact Anchor text
  • 14. RELEVANCE AUTHORITY TECHNICAL FREE: • Xenu Link Sleuth • Google Webmaster Tools • Feed the Bot • seo-browser SMB: • Moz On-Page Grader • Moz Crawl Test • Screaming Frog Enterprise: • Deep Crawl http://moz.com/blog/technic al-site-audit-for-2015 FREE: • Open Link Profiler SMB: • Moz Open Site Explorer • SEMrush Enterprise: • MajesticSEO • Ahrefs http://moz.com/blog/illustrat ed-seo-competitive-analysis- workflow FREE: • SEO Tools Rank Checker • Google Keyword Planner • Ubersuggest SMB: • Moz Rank Tracker • Moz Keyword Difficulty Enterprise: • Conductor or seoClarity • KW Finder http://backlinko.com/keywor d-research TOOLS AND RESOURCES LINK AUDITS FREE: • Google Webmaster Tools SMB: • Google Webmaster Tools • Moz OSE Spam Analysis Enterprise: • Link Detox • LinkRisk http://searchenginewatch.co m/sew/how- to/2273639/how-to-use- googles-disavow-links-tool- the-right-way