Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018

Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio

Eche un vistazo a continuación

1 de 43 Anuncio
Anuncio

Más Contenido Relacionado

Presentaciones para usted (20)

Similares a Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018 (20)

Anuncio

Más reciente (20)

Anuncio

Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018

  1. 1. Pubcon Pro 2018: Advanced SEO Auditing Advanced SEO Auditing
  2. 2. Pubcon Pro 2018: Advanced SEO Auditing About Me • SEO Consultant, Hartzer Consulting • Blogger/Writer BillHartzer.com • Founder, DFWSEM Association (2004) • US Brand Ambassador, Majestic.com • Brand Ambassador, OnCrawl.com • Practicing Organic/Natural SEO since 1996 • Formerly Senior VP, Advice Interactive (Advice Local) • Senior SEO Strategist, Globe Runner • Director of SEO, Standing Dog
  3. 3. Pubcon Pro 2018: Advanced SEO Auditing SEO Audit Experience • Started SEO auditing in 2008-ish • SEO Audit Services, agency level • SEO Audits as one-off projects • SEO Audits at start of ongoing monthly SEO • Full-time SEO Auditing started in 2016 • 100+ SEO Audits in past 2 years
  4. 4. Pubcon Pro 2018: Advanced SEO Auditing Overview – Advanced SEO Audits • Common SEO Mistakes I See • Choosing Which Recommendations to Provide • Overall SEO audit process • Presenting Results and Recommendations @bhartzer
  5. 5. Pubcon Pro 2018: Advanced SEO Auditing What Isn’t an SEO Audit? • Lots of SEO Tools out there. Over 90+ on my list. • Audits are NOT just running some software or SaaS tool. • It’s NOT an audit if you just run software or crawl a site. @bhartzer
  6. 6. Pubcon Pro 2018: Advanced SEO Auditing So What Is An SEO Audit? It’s a process… • It starts with crawling, gathering lots of data. • It’s knowing which SEO software or SaaS tool to run, when. • It’s Interpreting data and providing recommendations. @bhartzer
  7. 7. Pubcon Pro 2018: Advanced SEO Auditing SEO Audits are only as good as the experience of the person doing the analysis. @bhartzer
  8. 8. Pubcon Pro 2018: Advanced SEO Auditing Recommendations must be implemented in order for you to get value from an SEO Audit. @bhartzer
  9. 9. Pubcon Pro 2018: Advanced SEO Auditing Common Mistakes Most Sites Make in 2018 @bhartzer
  10. 10. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Bad HTTP/HTTPs Migration @bhartzer
  11. 11. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Duplicate Content Issues @bhartzer
  12. 12. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Mega Menus @bhartzer Fix: • Internal Link Structure • Review Silos • Review Content clusters
  13. 13. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Site Structure Issues @bhartzer Run Sitebulb • Internal Link Structure • Review Silos • Review Content clusters • Other SEO audit issues Award-Winning Sitebulb.com
  14. 14. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Orphaned Content & Pages @bhartzer Analyze Log File Data • Find pages not in site structure • Combine log files, Google Search Console & Analytics Data in analysis OnCrawl.com
  15. 15. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Link Issues, Bad & Low Quality Links @bhartzer
  16. 16. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Over Optimization On-page and onsite over optimization • Keyword stuffing • Poorly written meta data • Not using proper heading tags, lists, etc. @bhartzer
  17. 17. Pubcon Pro 2018: Advanced SEO Auditing Common Mistake: Incorrect Usage of Code or Directives • Too much, or incorrect Schema markup (or not using it at all) • Incorrect implementation of code or conflicting directives - incorrect rel next/prev usage - incorrect canonical tag directives - incorrect robots.txt directives @bhartzer
  18. 18. Pubcon Pro 2018: Advanced SEO Auditing Choosing Which Recommendations to Provide • We run the SEO tools, gather the data. • We get information & data overload! • What do you recommend? What do you fix? • Focus on what will make an impact for the site, based on KPIs. @bhartzer
  19. 19. Pubcon Pro 2018: Advanced SEO Auditing What Will Make an Impact? • Tools provide and show potential issues (Sitebulb, SEMrush, Screaming Frog) • Read and understand the issues. • Make decisions based on the site. • Size of site, type of site, content, current rankings, other issues, can all play a role. • It’s OK to ignore some issues! • Some analysis just comes with experience. @bhartzer
  20. 20. Pubcon Pro 2018: Advanced SEO Auditing Overall SEO Audit Process • Before You Begin • Gather Data • Analyze • Present Results @bhartzer
  21. 21. Before You Begin – Info to Gather • Access to website (if possible), log file data • Google Analytics, Search Console access • Bing Webmaster Tools access • Prior history: What SEO was done in past? • Prior history: Domain Names used • List of Domain Names owned, redirected • List of Competitors • Ask: anything else we need to know? Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  22. 22. Content – Review Content on Site & Rankings • Google Search Console - Search Analytics • SEMrush.com Keyword Research • Review Current Rankings • SimilarWeb Traffic and Data • SERPStat Data • Google Analytics Data Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  23. 23. Google Search Console > Search Analytics > Pages Analysis What does Google think? Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  24. 24. Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad) Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  25. 25. Crawlers • OnCrawl • Screaming Frog • Sitebulb • Deep Crawl • Siteliner Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  26. 26. Pubcon Pro 2018: Advanced SEO Auditing @bhartzer Search Engine Tools • Google Search Console • Bing Webmaster Tools • Other Google Tools
  27. 27. Audit Site Structure • Internal Link Structure • Manual Review of Site • URL Hierarchy • Grouping of Topics • GA: In-Page Analytics Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  28. 28. Gather Off-Site Data • It’s not all about on-site and on-page. Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  29. 29. Pubcon Pro 2018: Advanced SEO Auditing @bhartzer Link Data • Google Search Console Links • Majestic • Ahrefs • Link Research Tools
  30. 30. Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  31. 31. Local Citations – Separate Audit • Are citations correct? • Same address, suite #, phone number? Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  32. 32. Analysis Phase • Analyze the Data • Make Assumptions • Make Recommendations • Analyze the road • Analyze the conditions… Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  33. 33. Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes! Pubcon Pro 2018: Advanced SEO Auditing @bhartzer@bhartzer
  34. 34. Presentation Phase • Present the Data • Show the Results • Make it look great! • Action Plan • Implementation Plan Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  35. 35. Present The Results • Use internal or formal doc needed? • Who will implement? • Implement changes in-house? Outsource? • MS Word doc, spreadsheets with data • PowerPoint needed for presentation? Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  36. 36. Present The Results - Document • Cover Page • Table of Contents • Overview (summary, positives, negatives) • Website Crawlability (404s, 301s, One-Page issues) • Content Optimization (site arch., keyword issues) • Linking (Internal links, externals links, link profile) • Overall Recommendations Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  37. 37. Finally – Additional Lists • List of Priority Issues • Present Action Plan for Implementing Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  38. 38. SEO Audit Toolset • Google Page Speed Test • Mobile Friendly Test • Google Search Console - time downloading a page (if slower than 2 seconds to get the code, they'll abandon the crawl) • Webpagetest.org (diversity of testing environments is helpful... browser types, locations, connection speeds) Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  39. 39. SEO Audit Toolset • WebPageTest • Google Search Console • Google Analytics • GPSi page speed insights • G Structured Data Test • GSC Disavow • GSC Fetch & Render • Marie Haynes' Disavow Blacklist Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  40. 40. SEO Audit Toolset • Google Mobile Test • Google AMP Test • Bing Mobile Test • W3c mobileOK Checker • Deep Crawl • Google AW Keyword Planner • Moz Keyword Explorer • What is my IP Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  41. 41. SEO Audit Toolset • Builtwith • Server Software Detection • SEO Server Header Checker Tool • SSL Server Test powered by Qualsys SSL Labs • Redirect Checker • Serpstat • semrush • GA Code Checker Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  42. 42. SEO Audit Toolset • W3c CSS Validator • W3c Markup Validator • hreflang testing tool • tracker map • OSE, Majestic, Ahrefs, Link Research Tools, Kerboo • Bing Webmaster Tools • Panguin tool • OnCrawl Pubcon Pro 2018: Advanced SEO Auditing @bhartzer
  43. 43. Contact Bill Hartzer Hartzer Consulting Email: Bill@BillHartzer.com Phone: (214) 236-4378 Web: https://www.hartzer.com Twitter: @bhartzer Facebook: http://www.facebook.com/bhartzer Pubcon Pro 2018: Advanced SEO Auditing @bhartzer

×