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Más de Bill Hartzer(20)


Search Engine Optimization, SEO Audits, and Analytics

  1. SEO & Domains: New gTLD Testing & Research Search Engine Optimization, Audits and Analytics
  2. About Me • CEO, Hartzer Consulting: • Blog: • Chief Data Scientist, • Founder, DFWSEM Association (2004) • US Brand Ambassador, • Brand Ambassador, • Practicing Organic/Natural SEO since 1996 • Former Senior VP, Advice Interactive • Senior SEO Strategist, Globe Runner • Director of SEO, Standing Dog
  3. Search Engine Optimization, SEO Audits • Search Engine Optimization Process • SEO Audits of websites • Questions about SEO
  4. How Do We Optimize? • Use an SEO Audit to identify issues, fix issues • Think about E-A-T Expertise Authority Trust • Keyword Research, Identify Topics, Keyword Lists Use PPC to identify best converting keywords
  5. Optimize Current Content • Optimize current pages first • One keyword (phrase) for each page • Identify competitors (pages ranking) • Compare your page with pages ranking • What do ranking pages have in common? Length of content on page Page structure & use of HTML tags, elements
  6. On-Page Optimization • Title Tags – Keyword in Title Tag • Meta Descriptions • Headings H1, H2, H3, H4, etc. • Use of italics, bold, lists, tables, etc. • Internal Anchor Text • External Links (outgoing links) • Enough content? Too much content?
  7. On-Page Optimization • Schema Types, Word Count
  8. Optimize Internal Links • Manually add internal links to optimized pages • Add links in sentences with keyword anchor text • Blog posts, articles – opportunity to add links • Links in navigation is not enough
  9. After Optimization – Ask for recrawl • Ask for a recrawl of page after optimization • Google Search Console – URL inspector tool, request indexing
  10. Additional Optimization - Repeat • Identify pages not ranking in top 100 results • Re-optimize/update/change those pages (even small tweaks) • URL inspector tool, request indexing again • Manual process, but works—up to 2,000 pages a day
  11. Search Engine Optimization Process • SEO Audit of website is key • Use crawlers, SEO tools to identify issues • Keyword research, topic research, use PPC conversion data • Optimize pages, add internal links • Manually submit URLs to Google Search Console
  12. Existing Websites: Why Start With an SEO Audit? Why is an SEO Audit a necessary first step? • Helps establish a baseline (traffic, rankings) • Helps identify technical issues • Helps identify what’s working • Audit results: list of action items • Audit results: strategic plan going forward
  13. SEO Audit Process • Before You Begin • Gather Data • Analyze
  14. 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 I need to know?
  15. Content – Review Content on Site & Rankings • Google Search Console - Performance • Keyword Research • Review Current Rankings • SimilarWeb Traffic and Data • SERPStat Data • Google Analytics Data
  16. Google Search Console • Performance: Search Results Discover • Pages Analysis What does Google Think?
  17. SEMrush –Traffic, Content Analysis • What is site ranking for? • Which content is ranking? • Potential opportunities?
  18. Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad)
  19. Google Searches • • Click to the last page of search results
  20. Crawlers • OnCrawl • Screaming Frog • Sitebulb • Deep Crawl • Siteliner
  21. Screaming Frog SEO Spider Reports: • Server Response codes • Meta Data • Canonical Tag data • Internal Link data • Traffic data (Analytics) • More
  22. Compare: Pages Crawled vs Pages Indexed • SERPS Redux bookmarklet, compare lists of URLs in MS Excel
  23. • Crawls site, scans content, identified duplicate content • Important to limit duplicate content on site • Duplicate content uses up crawl budget • Less pages crawled, less indexed and rank
  24. Bing Webmaster Tools • More data about your website than Google • Bing & Yahoo Data Combined • Website Verification Required
  25. Bing Webmaster Tools • Spot issues to fix
  26. Google Search Console • Website Verification • URL Inspection • Performance • Coverage data • Sitemaps • Mobile Usability • AMP Data
  27. Website Log Files, Crawl & Analytics • combines all • Import other data • Any data in .CSV file • Online, Offline Sales Data • Rankings Data • Call tracking Data
  28. Website Log Files, Crawl & Analytics • combines all, as well
  29. Audit Website Structure • Internal Link Structure • Manual Review of Site • URL Hierarchy • Grouping of Topics • GA: In-Page Analytics, Internal click data
  30. Sitebulb • Internal Link Structure • Review Silos • Review Content clusters • Other SEO audit issues
  31. Cora SEO Software • Measures over 800 ranking 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
  32. Gather Off-Site Data • It’s not all about on-site-and on-page optimization.
  33. Link Data • Google Search Console Links • • • Link Research Tools
  34. Topic Review • Topics of links pointing to your website • Should be same topic • Review off-topic links for link spam • Disavow/remove spam links
  35. 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
  36. Majestic Anchor Text Review • The keywords in text links (anchor text) is important • But must be natural: brand mentions more than exact keywords
  37. Page Load Speed • Faster loading sites can rank better • Google Pagespeed Insights •,
  38. Other Misc. Issues • Robots.txt issues • Robots.txt vs. Meta Noindex tags • HTTP vs. HTTPs Does site qualify • Subdomain issues Dev copy of site on subdomain? • Canonical Tag issues • Use of Structured Data
  39. Analyze Data, Create Tasks Lists, Fix Issues • SEO Audits designed to identify current issues • Analyze the data, identify technical issues • Create tasks lists, fix issues first • We can’t optimize if we don’t have a good foundation to work with.
  40. Contact Bill Hartzer Hartzer Consulting Email: Phone: (214) 236-4378 Web: Twitter: @bhartzer Facebook: SEO & Domains: New gTLD Testing & Research @bhartzer