1. DMI Webinar Series 2014Topic 1: SEO AUDITS - a 3 Part GuidePart 1 - Identification!!Date: August 20th, 2014Presenter: Livia Henderson, DMI Tutor & Acadmic Liaison

2. Agenda13:00 to 13:45 GMT13:00 - 13:05 Welcome and Introduction!!13:05 - 13:15 What is an SEO audit, why is it important?!!13:15 - 13:30 Audit Prep/Research - positioning & keywords!!13:30 - 13:45 Using Webmaster Tools & Analytics for SEO.!!!Questions will be taken during each section and answered as we go along, !wherever appropriate.!Copyright Digital Marketing Institute 2014 3. !SEARCH ENGINE OPTIMISATIONmodification and refinementof a website to improveindexation & ranking by search enginesso that your audience can find you online!website + search engine + users 4. !GOOD SEO NEEDS THE FOLLOWINGa well structured website that can be accessedand indexed by search bots/spiderswebsite with content optimised for specificsearch termsrelevant and connected data 5. !sounds simple right?!if only it was 6. WHYWHY IS SEO IMPORTANT? 7. Get found in the myriad of search resultshttp://www.catalystsearchmarketing.com/pubs/google-ctr-study/ 8. Encourage Clickthroughs - Get listed on 1st SERPhttp://www.catalystsearchmarketing.com/pubs/google-ctr-study/ http://moz.com/blog/mission-imposserpble-2-user-intent-click-through-rates ! 9. AUDIT PREP/RESEARCH!positioning 10. Competitive Search = More Paid AdsPAIDSEARCHRESULTS!!!!!ORGANICSEARCHRESULTS 11. Niche Search = Less Paid AdsPAIDSEARCHRESULTS!!!!!ORGANICSEARCHRESULTS 12. PAIDSEARCHRESULTS!!!!!ORGANIC!LOCAL/MAPSEARCHRESULTS 13. Search Listings - AnatomySEO/META TITLE (optimised) or Page Title (not optimised)PAGE URLSEO/META DESCRIPTION (optimised) or First line of page text (not optimised)Search Terms or Keywords, are bolded in the Search Results listing 14. !Identify KeywordsForecast Keyword Traffic 15. Search ReSearch - KeywordsPAGE URLType anything into the google search to see search suggestions!This is the first step in trying to predict what keywords and phrases!users type in, to find what they are looking for.! 16. Search ReSearch - Keywords 17. Search ReSearch - Long Tail Keywords 18. Search ReSearch - Long Tail Keywords1. Long tail, is a very big proportion of the Web search traffic. !2. Anywhere from 20% to maybe 50% of all queries are in long tail format.!3. Google says around 18% or 20% of all searches are extremely long tail, meaningthey've never seen them before - very unique kinds of searches! 19. Search ReSearch - Long Tail Keywords1. Long tail, is a very big proportion of the Web search traffic. !2. Anywhere from 20% to maybe 50% of all queries are in long tail format.!3. Google says around 18% or 20% of all searches are extremely long tail, meaningthey've never seen them before - very unique kinds of searches! 20. Search ReSearch - Long Tail KeywordsAs a users query becomes more refined they are more likely to click on a first pageorganic result (~56% for four+ word queries v. ~30% for one-word queries). Theyalso tend to be spread more evenly throughout the 1-10 positions.!!http://moz.com/blog/mission-imposserpble-2-user-intent-click-through-rates! 21. Google TrendsShows relative popularity of a search term over time not total search volume.!The numbers given are always relative to one another, the region, the time frame,and the highest point on the chart. All numbers are shown normalised using a1-100 scale with 100 considered peak search volume. 22. Google Trendshttps://www.google.ie/trends/explore#q=digital%20marketing&geo=IE&cmpt=q 23. Google AdWords - Keyword Plannerhttps://adwords.google.ie/KeywordPlanner 24. SITE TOOLS & ANALYTICS!Google Webmaster Tools& Google Analytics 25. Google WMT - Verify A Sitehttps://www.google.com/webmasters/tools/home?hl=en! 26. Google WMT - Why Use It? 27. Google WMT - Why Use It?Monitor your site's performance in Google Search results:! Make sure that Google can access your content Submit new content for crawling and remove content you don't want seen Maintain your site with minimal disrup=on to search performance Monitor and resolve malware or spam issues so your site stays cleanDiscover how Google Searchand the worldsees your site: Which queries caused your site to appear in search results? Did some queries result in more traffic to your site than others? Are your product prices, company contact info, or events highlighted in rich searchresults? Which sites are linking to your website? Is your mobile site performing well for visitors searching on mobile? 28. Google WMT - Key Tasks1. Data Highlighter this is a tool allowing you to tagstructural and consistent elements of site content, forincreased exposure in the SERP- hNps://support.google.com/webmasters/topic/2692946?hl=en&ref_topic=45991612. Search Queries - how are users finding you3. Links to Your Site - who links to your content4. Internal Links - measure of page importance5. Index Status - how many files on your site are indexed orblocked by the googlebot6. Remove URLs this is a tool that allows you to removeany link to your site from google search.7.Crawl Errors8. Fetch as Google monitor how Google fetches a specificURL on your site, allows resubmission to index.9. Sitemaps Submit your own sitemaps (.xml file), forincreased accuracy and indexing speed. This is a corebenefit of webmaster tools, controlling what google, canand cannot see on your site.!1!!!!2!3!4!!!5!6!!7!!8!9 29. Google WMT - 1.Data Highlighter ToolSupported data types!You can use Data Highlighter toteach Google about the followingtypes of data on your site:! Ar=cles Events Local Businesses Restaurants Products Sodware Applica=ons Movies TV Episodes Books 30. Google WMT - 2. Search Queries 31. Google WMT - 4. Internal LinksThe number of internal links pointing to a page is a signal to search enginesabout the relative importance of that page. If an important page does notappear in this list, or if a less important page has a relatively large number ofinternal links, you should consider reviewing your internal link structure. 32. Google WMT - 7. Crawl Errors 33. Google WMT - 9. SitemapsMake sure your site has an XML sitemap created. The easiest way to check forthis is to type in www.site.com/sitemap.xml. 34. Google WMT - Site Settings - canonical domainThe preferred domain is the onethat you would liked used to indexyour site's pages (sometimes thisis referred to as the canonicaldomain) 35. Google WMT - Geographic TargetIf your site has a generic top-leveldomain, such as .com or .org,and targets users in a particulargeographic location, 36. Google WMT - Other Tools 37. Google WMT - Google Places/Business Centerhttp://www.google.com/business/ 38. Google WMT - Google Places/Business Center 39. Google WMT - Google Places/Business Center 40. Google WMT - Google Places/Business Center 41. Google WMT - Google Places/Business Center 42. Google WMT - Page Speed Insights 43. Google WMT - Why Page Speed MattersA 1-second delay in page load =me causes: 11% fewer page views 16% decrease in customer sa=sfac=on 7% loss in conversions (source: Aberdeen Group)!Reasons Users Dont Wait: 47% of people expect a web page to load in two seconds or less. 40% will abandon a web page if it takes more than three seconds to load. 52% of online shoppers say quick page loads are affect their loyalty to a site. 44. Google WMT - Page Speed Insights!Butmost sites load on average in!7 seconds 45. Google WMT - Connect to Analytics 46. Google WMT - Connect to Analytics 47. Google WMT - Connect to Analytics 48. Google WMT - Connect to Analytics 49. Google Analytics - A PowerHouse of Data 50. Google Analytics - Traffic Acquisition 51. Google Analytics - User Flow 52. Further Reading! 53. GOOGLE RANKING FACTORS!http://backlinko.com/google-ranking-factors! 54. Conclusion!Currently Google owns standard search at 66.9 percent (Bing at 14.8percent) and mobile search at 89.9 percent (Yahoo at 5.8 percent).!However, social media channels and increased browsing via apps isimpacting on its dominance. Good SEO stills reign supreme for SERP rank,and will for a long time, but social integration will begin to be a factor -something which Bing are embracing with Gusto!Best thing and the worst thing about SEO?Its constantly changing! You have to adapt with it if you want to stay on top.