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Mobile and Desktop SEO Audits - Rocks Digital Marketing Conference 2018

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In this presentation about Mobile SEO audits and Desktop SEO audits, Bill Hartzer talks about performing a mobile SEO audit versus a desktop SEO audit. SEO tools are mentioned, as well as the process for performing an SEO audit on a website.

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Mobile and Desktop SEO Audits - Rocks Digital Marketing Conference 2018

  1. 1. Mobile & Desktop SEO Audits
  2. 2. Rocks Digital 2018: Mobile & Desktop SEO Audits About Me • SEO Consultant, Hartzer.com • Blogger, BillHartzer.com • Founder, DFWSEM Association (2004) • US Brand Ambassador, Majestic.com • Brand Ambassador, OnCrawl.com • Formerly Senior VP, Advice Interactive • Senior SEO Strategist, Globe Runner • Director of SEO, Standing Dog • Practicing Organic/Natural SEO since 1996 @bhartzer
  3. 3. Mobile SEO Audit? Desktop SEO Audit? Both? @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  4. 4. Is Mobile or Desktop More Important? • Depends on the website • Some websites only get small percentage of mobile visits • Check GA @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  5. 5. Important for Mobile SEO Audits • Mobile friendliness • Page load speed • Are mobile pages performing? • Schema, Rich Snippets, AMP? @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  6. 6. Important for Mobile SEO Audits • Review mobile bot crawling activity • Mobile 1st index ready? • Mobile 1st indexing enabled? Message in Google Search Console @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  7. 7. Start with Mobile SEO Audit Basics - Validation • Validate if site is Mobile Friendly • Google "mobile friendly test" @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  8. 8. Mobile SEO Audit Basics - Crawling • Crawl site using mobile user agent • Screaming Frog • Sitebulb @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  9. 9. Basic Mobile SEO Audit Questions • Responsive design? • Redirect to subdomain for mobile? Is it indexed? • Are best performing pages mobile friendly? GA, GSC? • Mobile interstitials being used? Use App banners • How is site ranking on mobile? @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  10. 10. Basic Mobile SEO Audit Questions • Are competitors ranking on mobile? • Does the site have an app? • Need mobile app visibility in search? • Create deep links to app content https://developer.android.com/training/app-links/deep-linking • Site using proper schema code and rich snippets? • Site using AMP? Check the Google AMP test? @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  11. 11. Mobile vs. Desktop: Content Parity Audit • Crawl with mobile user agent, compare with desktop ua • Check mobile vs. desktop: - number of pages - number of indexable pages - noindex tags - robots.txt settings - number of words on pages • Screaming Frog UA setting, compare crawl data • Sitebulb - 2 crawls (1 desktop, 1 mobile), compare crawls • OnCrawl – Review Bot crawling activity, GA activity @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  12. 12. Mobile vs. Desktop: Content Parity Audit • Compare Number of Outlinks on Desktop vs Mobile http://www.thegooglecache.com/mobile-links.php • Compare Source Code on Desktop vs. Mobile (if you have two different pages) https://www.diffchecker.com/diff @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  13. 13. Desktop SEO Audits • Many issues have affect mobile and desktop • Include those mobile checks with larger SEO audits Key Points for Desktop SEO Audits • Site Structure • Internal Links • Duplicate Content, Crawl Budget • Structured Data • On-page Factors • External Links @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  14. 14. Overview - My SEO Audit Process • Before You Begin • Gather Data • Analyze • Present Results @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  15. 15. 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? @bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits
  16. 16. 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 Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  17. 17. Google Search Console > Search Analytics > Pages Analysis What does Google think? Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  18. 18. Current rankings, Focus on Pages Ranking 5th to 20th Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  19. 19. Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad) Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  20. 20. Google Searches • site:domain.com • site:domain.com –site:www.domain.com • Click last page of SERPs to get page count Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  21. 21. Screaming Frog SEO Spider Adjust to crawl large site over 100k pages Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  22. 22. Compare: Pages Crawled vs Pages Indexed SERPS Redux bookmarklet, compare lists of URLs in MS Excel Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  23. 23. Integrity (aka Scrutiny) What it does: • Crawls site, reports redirects, 404 errors • Mac only, can find more site errors Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  24. 24. Siteliner.com Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  25. 25. Bing Webmaster Tools Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  26. 26. Bing Webmaster Tools • Spot issues to fix Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  27. 27. Google Search Console • Search Analytics • Structured Data • HTML Improvements • Search Traffic • Crawl Data Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  28. 28. SEMRush Site Audit Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  29. 29. Website Log Files • Weblog Storming, AwStats Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  30. 30. Website Log Files, Crawl & Analytics • OnCrawl combines all three Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  31. 31. Website Log Files, Crawl & Analytics • Deep Crawl combines all three, as well Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  32. 32. Audit Site Structure • Internal Link Structure • Manual Review of Site • URL Hierarchy • Grouping of Topics • GA: In-Page Analytics Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  33. 33. Run Sitebulb • Internal Link Structure • Review Silos • Review Content clusters • Other SEO audit issues Sitebulb.com Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  34. 34. Run Cora SEO Software • Measures over 300 factors • Calculates which ones matter most • Run on site’s main keywords • See the most important factors for each keyword • On-site, on-page, and offsite factors included • Shows you what factors your site is missing based on correlation data of top 100 results for that keyword • https://www.hartzer.com/cora/ Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  35. 35. Sample Cora SEO Software Results • Roadmap for keyword Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  36. 36. Gather Off-Site Data • It’s not all about on-site and on-page. Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  37. 37. Google Search Console Links Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  38. 38. Ahrefs Links Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  39. 39. Majestic.com Links Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  40. 40. Majestic.com Topic Review Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  41. 41. Majestic Trust Flow, Citation Flow • Trust Flow = # of clicks from seed set of trusted sites to a URL or Domain • Citation Flow = Number of citations to a given URL, or Domain Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  42. 42. Majestic Anchor Text Review Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  43. 43. WebPageTest.org • Page Performance Check: • Time to first byte • Compress images • Caching • Use of CDN • Waterfall Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  44. 44. Miscellaneous Data to Review • All sorts of extras Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  45. 45. Site Speed, DNS Health • Tools.Pingdom.com Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  46. 46. Site Speed Review – Google Analytics Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  47. 47. Robots.txt Issues • Default CMS file? • Disallowing wrong? • Using “allow”? • Not specifying sitemap.xml URL • Directives conflict with other signals Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  48. 48. Sitemap Issues • New pages not updated on sitemap • Multiple sitemap issues • No sitemap file? Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  49. 49. Subdomain Issues • Duplicate content? • Using subdomain rather than directory • Wildcard subdomains turned on? • www versus non-www issues Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  50. 50. Canonical Issues • Review canonical tags • Not using canonical correctly • Conflicting signals with canonical, others • Canonical tags to help with dupe content Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  51. 51. Use of Structured Data • Taking advantage of Schema.org • Not just for local addresses • Reviews and Events • Person, Place, Organization • Products and Offers Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  52. 52. Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  53. 53. Local Citations – Separate Audit • Are citations correct? • Same address, suite #, phone number? Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  54. 54. Analysis Phase • Analyze the Data • Make Assumptions • Make Recommendations • Analyze the road • Analyze the conditions… Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  55. 55. Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes! Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  56. 56. Analyze Google Analytics • Changes over time, year over year data • Conversion Data • Bounce Rates • Pages Per Session • Drops in Traffic: Panda or Penguin in past few years? Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  57. 57. Panda, Penguin, Search Engine Traffic Issues From Past? • Verify with SEMRush, Google Analytics, SimilarWeb • Moz Google Algorithm Change History moz.com/google-algorithm-change • Marie Haynes Google Algo Update History mariehaynes.com/algo-changes-and-more/ Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  58. 58. Analyze Keyword Data, Rankings • Look for keyword opportunities Anything ranking on 2nd page? • Review SEMRush Keyword Data • Review GSC Search Analytics Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  59. 59. Analyze On-Site Data • Title Tags • Meta Descriptions • Headings H1, H2, H3, H4, etc. • Internal Anchor Text • External Links (outgoing links) • Canonical Tags • Hreflang Issues • Google Pages Indexed vs. Crawled Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  60. 60. Analyze On-Site Data • Conflicting signals? Overall Topic focus • Conflicting signals? Robots.txt vs. Canonical vs. Meta Robots vs. Nofollow • Internal Duplicate Content • Not Enough Unique Content • Internal links within content present? • Review Navigation • Review Footer, footer links, copyright Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  61. 61. Analyze Off-Site Data • Link Velocity Matters (getting new links) • Review anchor text (over optimized?) • Diversity of anchor text • Look for Toxic, Low Quality Links • Run Link Risk, Link Detox report Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  62. 62. Presentation Phase • Present the Data • Show the Results • Make it look great! • Action Plan • Implementation Plan Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  63. 63. 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? Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  64. 64. 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 Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  65. 65. Finally – Additional Lists • List of Priority Issues • Present Action Plan for Implementing Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer
  66. 66. 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 • Builtwith • Server Software Detection • SEO Server Header Checker Tool • SSL Server Test Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer • 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 • Redirect Checker • Serpstat • Semrush • GA Code Checker
  67. 67. 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 • Cora Rocks Digital 2018: Mobile & Desktop SEO Audits @bhartzer Mobile SEO Audit Tools • Google Mobile Friendly Test • Structured Data Testing Tool • Google Rich Results Test • Google Pagespeed Insights • Schema Markup Generator • URL Checker • Bulk URL Checker
  68. 68. Contact Bill Hartzer SEO Consultant Email: Bill@BillHartzer.com Phone: (214) 236-4378 Web: https://www.hartzer.com Twitter: @bhartzer Facebook: http://www.facebook.com/bhartzer Rocks Digital 2018: Mobile & Desktop SEO Audits

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