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SEO Consultant - SEO Audits from Beginning to Advanced Auditing

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SEO Consultant - SEO Audits from Beginning to Advanced Auditing

  1. 1. Beginning to Advanced Auditing SEO Audits: From Beginning to Advanced Auditing
  2. 2. Beginning to Advanced 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. Beginning to Advanced 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 Official New Words in 2008: • Bitcoin • burner phone • dumpster fire • mainsplain • photobomb
  4. 4. Beginning to Advanced Auditing Overview – SEO Audits • Common SEO Mistakes I See • Choosing Which Recommendations to Provide • Overall SEO audit process • Presenting Results and Recommendations @bhartzer
  5. 5. Beginning to Advanced 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. Beginning to Advanced 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. Beginning to Advanced Auditing SEO Audits are only as good as the experience of the person doing the analysis. @bhartzer
  8. 8. Beginning to Advanced Auditing Recommendations must be implemented in order for you to get value from an SEO Audit. @bhartzer
  9. 9. Beginning to Advanced Auditing Common Mistakes Most Sites Make @bhartzer
  10. 10. Beginning to Advanced Auditing Common Mistake: Bad HTTP/HTTPs Migration @bhartzer
  11. 11. Beginning to Advanced Auditing Common Mistake: Duplicate Content Issues @bhartzer
  12. 12. Beginning to Advanced Auditing Common Mistake: Mega Menus @bhartzer Fix: • Internal Link Structure • Review Silos • Review Content clusters
  13. 13. Beginning to Advanced 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. Beginning to Advanced 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. Beginning to Advanced Auditing Common Mistake: Link Issues, Bad & Low Quality Links @bhartzer
  16. 16. Beginning to Advanced 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. Beginning to Advanced 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. Beginning to Advanced 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. Beginning to Advanced 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. Beginning to Advanced 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? Beginning to Advanced 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 Beginning to Advanced Auditing @bhartzer
  23. 23. Google Search Console > Performance > Queries What does Google think? Beginning to Advanced Auditing @bhartzer
  24. 24. Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad) Beginning to Advanced Auditing @bhartzer
  25. 25. Google Searches • site:domain.com • site:domain.com –site:www.domain.com • Click last page of SERPs to get page count Beginning to Advanced Auditing @bhartzer
  26. 26. Crawlers • OnCrawl • Screaming Frog • Sitebulb • Deep Crawl • Siteliner Beginning to Advanced Auditing @bhartzer
  27. 27. Siteliner.com Beginning to Advanced Auditing @bhartzer
  28. 28. SEMRush Site Audit Beginning to Advanced Auditing @bhartzer
  29. 29. Website Log Files, Crawl & Analytics • OnCrawl combines all three Beginning to Advanced Auditing @bhartzer
  30. 30. Gather Off-Site Data • It’s not all about on-site and on-page. Beginning to Advanced Auditing @bhartzer
  31. 31. Beginning to Advanced Auditing @bhartzer Link Data • Google Search Console Links • Majestic • Ahrefs • Link Research Tools
  32. 32. 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 Beginning to Advanced Auditing @bhartzer
  33. 33. Majestic Anchor Text Review Beginning to Advanced Auditing @bhartzer
  34. 34. Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local Beginning to Advanced Auditing @bhartzer
  35. 35. Analysis Phase • Analyze the Data • Make Assumptions • Make Recommendations • Analyze the road • Analyze the conditions… Beginning to Advanced Auditing @bhartzer
  36. 36. Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes! Beginning to Advanced Auditing @bhartzer@bhartzer
  37. 37. Analyze Keyword Data, Rankings • Look for keyword opportunities Anything ranking on 2nd page? • Review SEMRush Keyword Data • Review GSC Search Analytics Beginning to Advanced Auditing @bhartzer
  38. 38. 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 Beginning to Advanced Auditing @bhartzer
  39. 39. 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 Beginning to Advanced Auditing @bhartzer
  40. 40. 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 Beginning to Advanced Auditing @bhartzer

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