May 14–16, 2014

#CZLTO | @ClickZLive

The Global Conference Series Designed by Digital Marketers, for Digital Marketers

Assess. Diagnose. Fix:How to Become a Leading SEO Mechanic

Bill HartzerGlobe RunnerSenior SEO Strategist

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Overview

• When you need to perform an SEO audit• What tools you can use• How to spot SEO issues you need to fix• SEO Audit Checklist

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

When you Need to Perform an SEO Audit

• Changes in rankings or traffic• Development: before a site goes live• Development: before a website redesign• Once every 6 months, or annually

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

What Tools You Can Use

• Traffic Tools• Webmaster Tools (Bing, Google)• Crawlers - crawl sites that gather data• Link Tools - show links to your site• Link Audit Tools - audits links to your site

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Traffic Tools

• Google Analytics• SEMRush

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Traffic Tools

• Google Analytics• Use to analyze traffic for drops, changes

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Traffic Tools

• SEMRush• Analyze changes in rankings

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Webmaster Tools

• Bing Webmaster Tools

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Bing Webmaster Tools

• Spot Issues To Fix:

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Webmaster Tools

• Google Webmaster Tools

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Google Webmaster Tools

• Spot Issues to Fix

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Crawlers: OptiSpider

• What it does:• Crawls site, analyzes internal links on site.• Analyzes topic/reputation of site, pages

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Crawlers: OptiSpider

• Spot Issues to Fix:• Mismatch between anchor text and topic

of pages

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Crawlers: Screaming Frog SEO Spider

• What it does: crawls site, grabs data• Titles, Meta Desc., Heading Tags, more

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Crawlers: Screaming Frog SEO Spider

• Spot Issues to Fix:• Review Title Tags, all meta data, headings• Review 404 errors, redirects, URL issues

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Crawlers: Integrity (Scrutiny)

• What it does:• Crawls site, reports redirects, 404 errors• Mac only, finds more errors than other crawlers

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Crawlers: Integrity (Scrutiny)

• Spot Issues to Fix:• 404 errors and 301 redirects (internal and

external bad links)

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Link Tools: Majestic SEO

• What it does: Reports links to your site.

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Link Tools: Majestic SEO

• Spot Issues to Fix:• Topical Trust Flow• Anchor Text of Links• Referring Domains• Links to Site

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Link Tools: Ahrefs

• What it does: Reports Links to Site

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Link Tools: Ahrefs

• Spot Issues to Fix:• Anchor Text• Referring Domains, Outgoing Domain Links

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Link Tools: OSE, Moz.com

• What it does:• Open Site Explorer Reports Links• Moz.com (Keyword Difficulty Report)• Moz.com has lots of other reports

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Link Tools: OSE, Moz.com

• Spot Issues to Fix:• Keyword Difficulty Report, Review DA, PA

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Link Audit Tools: Link Research Tools

• What it does: Lots of reports• Link Detox Identifies Risk of Links to Site

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Link Audit Tools: Link Research Tools

• Spot Issues to Fix:• Remove Toxic Links to Site, then Disavow• Review Suspicious Links

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Globe Runner SEO Audit Checklist• Search Engine Reputation• Search Engine Exposure• Web Site Structure• Link Popularity• Internal Link Structure• Site Meta Data• Social Media (accounts, engagement)• Domain Name(s) owned• Local (NAP data, citations, reviews, etc.)

Contact me for copy of 10 Page SEO Audit Checklist.

@bhartzer

May 14–16, 2014 | #CZLTO | @ClickZLive

Thank You

Contact Me

Bill HartzerSenior SEO StrategistGlobe Runner SEOEmail: Bill@GlobeRunnerSEO.comMobile: (214) 236-4378Office: (972) 538-0260 Ext. 7076Direct: (469) 645-1231

Web: http://www.globerunner.comBlog: http://www.billhartzer.comTwitter: @bhartzer