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Performing an SEO Audit of Your Website

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In this presentation, Bill Hartzer will start by showing several crawlers to grab the data we need, and then start analyzing those results and make recommendations for changes. He'll cover everything from the tools needed to crawl and analyze sites, plus other tools and services, such as Google Webmaster Tools, that you can use to help gather the data.

Publicado en: Internet
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Performing an SEO Audit of Your Website

  1. 1. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Performing an SEO Audit of Your Website
  2. 2. 2015 SEO Meetup Fort Worth – Performing an SEO Audit About Me • Senior SEO Strategist, Globe Runner • Founder, DFWSEM Association • Brand Ambassador, Majestic.com • Personal Blog: www.BillHartzer.com • Practicing Organic/Natural SEO since 1996
  3. 3. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Overview • Gather Data • Analyze • Present Results
  4. 4. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Before You Begin – Info from Client • Google Analytics, Webmaster Tools access • Bing Webmaster Tools access • Prior history: SEO done in past? • Prior history: Domain Names used • List of Domain Names owned • List of Domain Names redirected • List of Competitors • Ask: anything else we need to know?
  5. 5. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad)
  6. 6. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Google Searches • site:domain.com • site:domain.com –site:www.domain.com • Click last page of SERPs to get page count
  7. 7. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Screaming Frog
  8. 8. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Integrity (aka Scrutiny) What it does: • Crawls site, reports redirects, 404 errors • Mac only, finds more errors
  9. 9. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Siteliner.com
  10. 10. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Bing Webmaster Tools
  11. 11. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Bing Webmaster Tools • Spot issues to fix
  12. 12. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Google Webmaster Tools
  13. 13. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Google Search Console
  14. 14. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Moz Campaign
  15. 15. 2015 SEO Meetup Fort Worth – Performing an SEO Audit SEMRush Site Audit
  16. 16. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Website Log Files • Weblog Storming, AwStats
  17. 17. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Audit Site Structure • Internal Link Structure • Manual Review of Site • URL Hierarchy • Grouping of Topics • GA: In-Page Analytics
  18. 18. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Gather Off-Site Data • It’s not all about on-site and on-page.
  19. 19. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Google Search Console Links
  20. 20. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Ahrefs Links
  21. 21. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Majestic.com Links
  22. 22. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Majestic.com Topic Review
  23. 23. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Majestic Trust Flow, Citation Flow • Trust Flow = Number of clicks from a seed set of trusted sites to a given URL, or Domain • Citation Flow = Number of citations to a given URL, or Domain
  24. 24. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Majestic Anchor Text Review
  25. 25. 2015 SEO Meetup Fort Worth – Performing an SEO Audit URIValet.com • Check Server Headers
  26. 26. 2015 SEO Meetup Fort Worth – Performing an SEO Audit WebPageTest.org • Page Performance
  27. 27. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Miscellaneous Data to Review • All sorts of extras
  28. 28. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Site Speed, DNS Health • Tools.Pingdom.com
  29. 29. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Site Speed Review – Google Analytics
  30. 30. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Robots.txt Issues • Default CMS file? • Disallowing wrong? • Using “allow”? • Not specifying sitemap.xml URL • Directives conflict with other signals
  31. 31. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Sitemap Issues • Google Webmaster Tools sitemaps • New pages not updated on sitemap • Issues with multiple sitemaps • No sitemap file?
  32. 32. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Subdomain Issues • Duplicate content? • Using subdomain rather than directory • Wildcard subdomains turned on? • www versus non-www issues
  33. 33. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Canonical Issues • Review canonical tags • Not using canonical correctly • Conflicting signals with canonical, others • Canonical tags to help with dupe content
  34. 34. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Use of Structured Data • Taking advantage of Schema.org • Not just for local addresses • Reviews and Events • Person, Place, Organization • Products and Offers
  35. 35. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local
  36. 36. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Local Citations – Separate Audit • Are citations correct? • Same address, suite #, phone number?
  37. 37. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Analysis Phase • Analyze the Data • Make Assumptions & Recommendations • You’re Fat! • You need to exercise! • OK, well maybe not like that…
  38. 38. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes!
  39. 39. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Analyze Google Analytics • Changes over time, year over year data • Conversion Data • Bounce Rates • Pages Per Session • Drops in Traffic: Panda or Penguin?
  40. 40. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Panda or Penguin Issues? • Verify with SEMRush, Google Analytics • Moz Google Algorithm Change History moz.com/google-algorithm-change • Panguin Tool barracuda-digital.co.uk/panguin-tool/
  41. 41. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Analyze Keyword Data, Rankings • Look for keyword opportunities Anything ranking on 2nd page? • Review SEMRush Keyword Data • Review GWT Search Query Report
  42. 42. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Analyze On-Site Data • Title Tags • Meta Descriptions • Headings H1, H2, etc. • Internal Anchor Text • External Links (outgoing links) • Google Pages Indexed vs. Crawled
  43. 43. 2015 SEO Meetup Fort Worth – Performing an SEO Audit 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
  44. 44. 2015 SEO Meetup Fort Worth – Performing an SEO Audit 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
  45. 45. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Presentation Phase • Present the Data • Show the Results • Make it look great! • Action Plan • Implementation Plan
  46. 46. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Present The Results • Use internal or formal doc needed? • Who will implement? • Client’s developer? Outside developer? • Implement changes in-house? • MS Word doc, spreadsheets with data • PowerPoint needed for client meeting?
  47. 47. 2015 SEO Meetup Fort Worth – Performing an SEO Audit 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
  48. 48. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Finally – Additional Lists • List of Priority Issues • Present Action Plan for Implementing
  49. 49. 2015 SEO Meetup Fort Worth – Performing an SEO Audit Contact Me Bill Hartzer Senior SEO Strategist Globe Runner SEO Email: Bill@GlobeRunner.com Mobile: (214) 236-4378 Office: (972) 538-0260 Web: http://www.globerunner.com Blog: https://www.billhartzer.com Twitter: @bhartzer Facebook: http://www.facebook.com/bhartzer

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