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SEO Audits - Performing a Technical SEO Audit from an Agency Perspective

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In this presentation, Bill Hartzer talks about SEO audits from an agency perspective. Presented at Pubcon Las Vegas 2017.

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SEO Audits - Performing a Technical SEO Audit from an Agency Perspective

  1. 1. Pubcon Las Vegas 2017: SEO Audits SEO Audits
  2. 2. Pubcon Las Vegas 2017: SEO Audits About Me • SEO Consultant, BillHartzer.com • Founder, DFWSEM Association (2004) • US Brand Ambassador, Majestic.com • The 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 Las Vegas 2017: SEO Audits Overview – SEO Audits from Agency Perspective • Before You Begin • Gather Data • Analyze • Present Results @bhartzer
  4. 4. 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 Las Vegas 2017: SEO Audits @bhartzer
  5. 5. Content – Review Content on Site & Rankings • Google Search Console - Search Analytics • SEMrush.com Keyword Research • Review Current Rankings • SimilarWeb Traffic and Data • SERPStat Data Pubcon Las Vegas 2017: SEO Audits @bhartzer
  6. 6. Google Search Console > Search Analytics > Pages Analysis What does Google think? Pubcon Las Vegas 2017: SEO Audits @bhartzer
  7. 7. Current rankings, Focus on Pages Ranking 5th to 20th Pubcon Las Vegas 2017: SEO Audits @bhartzer
  8. 8. Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad) Pubcon Las Vegas 2017: SEO Audits @bhartzer
  9. 9. Google Searches • site:domain.com • site:domain.com –site:www.domain.com • Click last page of SERPs to get page count Pubcon Las Vegas 2017: SEO Audits @bhartzer
  10. 10. Screaming Frog SEO Spider Adjust memory to crawl large site over 100k pages Pubcon Las Vegas 2017: SEO Audits @bhartzer
  11. 11. Compare: Pages Crawled vs Pages Indexed SERPS Redux bookmarklet, compare lists of URLs in MS Excel Pubcon Las Vegas 2017: SEO Audits @bhartzer
  12. 12. Integrity (aka Scrutiny) What it does: • Crawls site, reports redirects, 404 errors • Mac only, can find more site errors Pubcon Las Vegas 2017: SEO Audits @bhartzer
  13. 13. Siteliner.com Pubcon Las Vegas 2017: SEO Audits @bhartzer
  14. 14. Bing Webmaster Tools Pubcon Las Vegas 2017: SEO Audits @bhartzer
  15. 15. Bing Webmaster Tools • Spot issues to fix Pubcon Las Vegas 2017: SEO Audits @bhartzer
  16. 16. Pubcon Las Vegas 2017: SEO Audits @bhartzer Google Search Console • Search Analytics • Structured Data • HTML Improvements • Search Traffic • Crawl Data
  17. 17. SEMRush Site Audit Pubcon Las Vegas 2017: SEO Audits @bhartzer
  18. 18. Website Log Files • Weblog Storming, AwStats Pubcon Las Vegas 2017: SEO Audits @bhartzer
  19. 19. Website Log Files, Crawl & Analytics • OnCrawl combines all three Pubcon Las Vegas 2017: SEO Audits @bhartzer
  20. 20. Website Log Files, Crawl & Analytics • Deep Crawl combines all three, as well Pubcon Las Vegas 2017: SEO Audits @bhartzer
  21. 21. Audit Site Structure • Internal Link Structure • Manual Review of Site • URL Hierarchy • Grouping of Topics • GA: In-Page Analytics Pubcon Las Vegas 2017: SEO Audits @bhartzer
  22. 22. Gather Off-Site Data • It’s not all about on-site and on-page. Pubcon Las Vegas 2017: SEO Audits @bhartzer
  23. 23. Google Search Console Links Pubcon Las Vegas 2017: SEO Audits @bhartzer
  24. 24. Ahrefs Links Pubcon Las Vegas 2017: SEO Audits @bhartzer
  25. 25. Majestic.com Links Pubcon Las Vegas 2017: SEO Audits @bhartzer
  26. 26. Majestic.com Topic Review Pubcon Las Vegas 2017: SEO Audits @bhartzer
  27. 27. 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 Pubcon Las Vegas 2017: SEO Audits @bhartzer
  28. 28. Majestic Anchor Text Review Pubcon Las Vegas 2017: SEO Audits @bhartzer
  29. 29. WebPageTest.org • Page Performance Check: • Time to first byte • Compress images • Caching • Use of CDN • Waterfall Pubcon Las Vegas 2017: SEO Audits @bhartzer
  30. 30. Miscellaneous Data to Review • All sorts of extras Pubcon Las Vegas 2017: SEO Audits @bhartzer
  31. 31. Site Speed, DNS Health • Tools.Pingdom.com Pubcon Las Vegas 2017: SEO Audits @bhartzer
  32. 32. Site Speed Review – Google Analytics Pubcon Las Vegas 2017: SEO Audits @bhartzer
  33. 33. Robots.txt Issues • Default CMS file? • Disallowing wrong? • Using “allow”? • Not specifying sitemap.xml URL • Directives conflict with other signals Pubcon Las Vegas 2017: SEO Audits @bhartzer
  34. 34. Sitemap Issues • New pages not updated on sitemap • Multiple sitemap issues • No sitemap file? Pubcon Las Vegas 2017: SEO Audits @bhartzer
  35. 35. Subdomain Issues • Duplicate content? • Using subdomain rather than directory • Wildcard subdomains turned on? • www versus non-www issues Pubcon Las Vegas 2017: SEO Audits @bhartzer
  36. 36. Canonical Issues • Review canonical tags • Not using canonical correctly • Conflicting signals with canonical, others • Canonical tags to help with dupe content Pubcon Las Vegas 2017: SEO Audits @bhartzer
  37. 37. Use of Structured Data • Taking advantage of Schema.org • Not just for local addresses • Reviews and Events • Person, Place, Organization • Products and Offers Pubcon Las Vegas 2017: SEO Audits @bhartzer
  38. 38. Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local Pubcon Las Vegas 2017: SEO Audits @bhartzer
  39. 39. Local Citations – Separate Audit • Are citations correct? • Same address, suite #, phone number? Pubcon Las Vegas 2017: SEO Audits @bhartzer
  40. 40. Analysis Phase • Analyze the Data • Make Assumptions • Make Recommendations • Analyze the road • Analyze the conditions… Pubcon Las Vegas 2017: SEO Audits @bhartzer
  41. 41. Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes! Pubcon Las Vegas 2017: SEO Audits @bhartzer@bhartzer
  42. 42. 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? Pubcon Las Vegas 2017: SEO Audits @bhartzer
  43. 43. 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/ Pubcon Las Vegas 2017: SEO Audits @bhartzer
  44. 44. Analyze Keyword Data, Rankings • Look for keyword opportunities Anything ranking on 2nd page? • Review SEMRush Keyword Data • Review GSC Search Analytics Pubcon Las Vegas 2017: SEO Audits @bhartzer
  45. 45. Analyze On-Site Data • Title Tags • Meta Descriptions • Headings H1, H2, etc. • Internal Anchor Text • External Links (outgoing links) • Google Pages Indexed vs. Crawled Pubcon Las Vegas 2017: SEO Audits @bhartzer
  46. 46. 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 Pubcon Las Vegas 2017: SEO Audits @bhartzer
  47. 47. 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 Pubcon Las Vegas 2017: SEO Audits @bhartzer
  48. 48. Presentation Phase • Present the Data • Show the Results • Make it look great! • Action Plan • Implementation Plan Pubcon Las Vegas 2017: SEO Audits @bhartzer
  49. 49. 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 Las Vegas 2017: SEO Audits @bhartzer
  50. 50. 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 Las Vegas 2017: SEO Audits @bhartzer
  51. 51. Finally – Additional Lists • List of Priority Issues • Present Action Plan for Implementing Pubcon Las Vegas 2017: SEO Audits @bhartzer
  52. 52. 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 Las Vegas 2017: SEO Audits @bhartzer
  53. 53. 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 Las Vegas 2017: SEO Audits @bhartzer
  54. 54. 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 Las Vegas 2017: SEO Audits @bhartzer
  55. 55. 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 Las Vegas 2017: SEO Audits @bhartzer
  56. 56. 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 Las Vegas 2017: SEO Audits @bhartzer
  57. 57. Contact Bill Hartzer SEO Consultant Email: Bill@BillHartzer.com Phone: (214) 236-4378 Web: https://www.billhartzer.com Twitter: @bhartzer Facebook: http://www.facebook.com/bhartzer Pubcon Las Vegas 2017: SEO Audits @bhartzer

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