Lenovo Partner Network The SEO Journey Series...Lenovo Partner Network /The SEO Journey Series...

Lenovo Partner Network The SEO Journey Series

2

30-MinuteSEO AuditWorkbook

Produced by Method Savvy

Lenovo Partner Network / The SEO Journey Series Workbook 30-Minute SEO Audit 2

Table of Contents

• How does your website look on Google today? 2 minutes• Know your Audience - Persona Basics 10 minutes• Website SEO Checkup 3 minutes• Page Content Checkup 10 minutes• Start your Keyword Lists 5 minutes• Technical SEO Tools Bonus• Quick Onsite SEO Checklist Bonus



How doesyour website look on Google today?


Total time for exercise: 2 minutes



Google Desktop SERP

Keyword/PhraseLong Tail Keyword

Schema and Position Zero

<Title> TagURI: URL and SlugMeta Description

Competition


Head over to google.com in an Incognito (Private) Window in your browser. Keyboard Shortcut : Ctrl + Shift + n or + Shift + n More Information on Private Browsing

Search for your complete company name.

What organic position does your website come up in? ________________

What is the Title Link of your Homepage displayed by Google?

____________________________________________________________

What is the Meta Description displayed by Google?

____________________________________________________________

____________________________________________________________

____________________________________________________________

What is the URL displayed by Google?

____________________________________________________________


1.

2.

3.

4.

5.

PRO TIP:• Have questions? Be sure to

watch Session 2 - Activating SEO Fundamentals for guidance.

• Refer to the Webinar 1 Workbook for a glossary of terms.

Worksheet 1: Google Your Company



Keyword Research BasicsUnderstanding what your ideal visitors are searching for can help you craft your content to be compelling, relevant, and human-centered.



Know yourAudienceSuccessful SEO strategy requires you to look at your website content from the perception of your ideal visitor.

You must have EMPATHY for all your visitors.• Think like they think.• Explore their current understanding of their problems.• Understand where they are in their customer journey and their intended destination.• Identify the topics and answers that will prove meaningful in response to their search query.


Know your audience


Successful SEO strategy requires you to look at your website content from the perception of your ideal visitor.

It is much easier to provide content to a known person than to a list of demographics.Using personas for your customers allows you to personify your key demographics, allowing you to put a face and a name to your sales targets.

Creating personas for your key target groups allows you to ensure you are providing relevant content for each of their needs.

• Customers• Staff/Team Members• Vendors• Visitors




Sample Persona


Develop 3 personas: Ideal Customer, First time Visitor, Staff/Team member

• How old are they? ________to _______ yrs old

• Describe their family:

________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

• What city do they live in? Work in? ____________________________________________

________________________________________________________________________

• What is their educational background?

_________________________________________________________________________

• What do they like to do in their free time?

_________________________________________________________________________

_________________________________________________________________________


Persona Worksheet Audience: Ideal Customer

Persona Name:

Page 1 of 2



In the following exercise, answer the following to the best of your ability.

• What industry are they in? ___________________________________________________

• What is their job title? _______________________________________________________

• What are their responsibilities? ________________________________________________

________________________________________________________________________

• How many years of experience do they have?____________________________________

• What specialized skills or tools are required in their position?

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________


Persona Worksheet Audience: Ideal Customer

Persona Name:

Page 2 of 2





________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________


________________________________________________________________________


_________________________________________________________________________

• What do you they to do in their free time?

_________________________________________________________________________

_________________________________________________________________________


Persona Worksheet Audience: Staff/Team Member

Persona Name:

Page 1 of 2






________________________________________________________________________



_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________



Persona Worksheet Audience: Staff/Team Member

Persona Name:

Page 2 of 2





________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________


________________________________________________________________________


_________________________________________________________________________

• What do they like to do in their free time?

_________________________________________________________________________

_________________________________________________________________________


Persona Worksheet Audience: First Time Visitor

Persona Name:

Page 1 of 2






________________________________________________________________________



_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________



Persona Worksheet Audience: First Time Visitor

Persona Name:

Page 2 of 2



SEO Ranking Factors There are three core sets of factors that impact search engine ranking performance.

1 2 3

Content Technical AuthorityQuality,trustworthinessand experienceassociated withon-page content

Contextualsignals thatsupport indexation

Signals of trustand influence


The goal of SEO is to get the best links to your website in front of your ideal target Audiences for the content they are looking for.

Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 17


Website SEOCheckup



Tools for your Audit

You are going to need a few tools to conduct this content Audit. Because Google is the 1000 lb Gorilla in the space, we will be using tools that evaluate Google Search.

Google Chrome Browser: https://chrome.google.com/

Google Mobile Testing Tool: https://search.google.com/test/mobile-friendly

Checkbot: SEO, Web Speed & Security Tester for Google Chrome: (install this before moving forward, guide on next page) https://chrome.google.com/webstore/detail/checkbot-seo-web-speed-se/dagohlmlhagincbfilmkadjgmdnkjinl



For the page reviews, we recommend using a Chrome Browser Extension called ClickBot that will surface SEO elements within each of your pages with one simple click.

To install Clickbot:

In your Chrome Browser, visit https://chrome.google.com/webstore/detail/checkbot- seo-web-speed-se/dagohlmlhagincbfilmkadjgmdnkjinl

Click the ‘Add to Chrome’ Button

Once added you should see this icon in your Chrome toolbar at the top right of your browser:

Clickbot For Webpage Reviews



For the page reviews, we recommend using a Chrome Browser Extension called ClickBot that will surface SEO elements within each of your pages with one simple click.

To install Clickbot:

In your Chrome Browser, visit https://chrome.google.com/webstore/detail/checkbot- seo-web-speed-se/dagohlmlhagincbfilmkadjgmdnkjinl

Click the ‘Add to Chrome’ Button

Once added you should see this icon in your Chrome toolbar at the top right of your browser:

Clickbot Guide



For the Audit you are about to perform, you will be utilizing the following areas of Clickbot. Check back here for help with each of these sections.

(Note we do not cover all areas displayed in the Clickbot Extension, only the areas we address in this audit.)

1. Title Tag - Displays current title tag on the page, and the number of characters long the title is.

2. Meta Description - Displays the current Meta Description used by Google Results for the page.

3. Content Analysis - This is an aggregated view of all of the content, organized into keywords, on your page and counted. This can uncover the use of keywords and content on each page as Google Bots may view it.

4. Alt Attribute - This area displays the number of images found on the page as well as if those images have Alternative Description takes for the images on the page, and if any are missing.

5. Displays if there is a Robots.txt file in use on your site allowing or disallowing bots to crawl your site.

6. Displays the use of a SiteMap on your site that is defined in your Robots.txt file.

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2

3

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5

6

Try visiting your site with www and without www. Does the URL change? (Were you redirected from www.example.com/ to example.com/ or to a different location?)

Does your site have a lock next to the URL? This is an indication of your site being secure. Note here this can change from page to page if there is insecure content on any given page.

Your website



Your website

Using the Checkbot: SEO, (Google Chrome Extension) evaluate the following: Does your site have a robots.txt file?This file is important to passing information to crawlers, like the location of your sitemap.

Does your site have an XML sitemap installed? Tool to check if you have a sitemap: https://seositecheckup.com/tools/sitemap-test

This file, which is helpful for crawlers, allows you to provide discoverable links to all of the pages on your website you would like the search engine crawler to look at. You can remove pages from this map as well, if you do not want the pages to be as easy to discover.




Page ContentCheckup



Content Audit for your Personas

Now that you have personas in mind, we will guide you through an audit of the content on your website to see if you are sending the right messages to your Target Audiences.



Google links to single pages, so we want to look at single pages as we audit your website.

Review your website’s content

Pick three pages on your website that you want people to land on.

Suggestions: • Homepage• Product page (if you have ecommerce) • About Us page • A well written article/blog post

SETUP: Navigate to the URL of the page in the Chrome Browser. Enter that URL into the Page URL Line at the top of each of the worksheet pages. Now think of a Persona from the Persona Worksheets to compare this page against. Add that Persona Name to the top of each page. Now with this lens, review the content for that URL.





Webpage Worksheet: Webpage 1: Page 1 of 3

Page URL: _______________________________________

Persona: _______________________________________

• Using the lens of your defined Persona, what are your first impressions and the resulting feelings and trustworthiness your persona would feel about the page?

____________________________________________________________________________

___________________________________________________________________________

____________________________________________________________________________

• Is the page visually appealing? Why or Why Not?

____________________________________________________________________________

_____________________________________________________________________________________________

_________________________________________________________________________

__________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________


Using the Checkbot: SEO, (Google Chrome Extension) evaluate the following:

• Does your page have a title tag (browser tab) that describes your site? What is that title Tag:

________________________________________________________________________

________________________________________________________________________

• Does the title describe the content on the page? Is the title compelling for the Persona?

________________________________________________________________________

________________________________________________________________________

• Does your page have a meta description that describes the content on your site? What is the meta description, if available:

________________________________________________________________________

________________________________________________________________________



Page URL: _______________________________________

Persona: _______________________________________

• This content should reinforce the content on the page, and provide more information than your title is able to do. How would your persona interpret the meta description?

________________________________________________________________________

________________________________________________________________________

*Refer to diagrams on page 21 for guidance with Checkbot to fill in these answers.



Content Analysis:

What are the 3 best Keywords/Phrases the tool identified for this page (Ignore keywords that are your company name for all pages other than your homepage):

1. ________________________________________________________________________

2. ________________________________________________________________________

3. ________________________________________________________________________

How many times were these three terms mentioned on the page?

1. ________________________________________________________________________

2. ________________________________________________________________________

3. ________________________________________________________________________

Are the identified keywords valuable to your Persona?

________________________________________________________________________



Page URL: _______________________________________

Persona: _______________________________________

Is your content free of Spelling and Grammar mistakes?

Is your content easy to read and understand how you want a user to navigate the page?

Do all images have Alternative Text (alt) tags? Alt text should describe the contents of the image.




Page URL: _______________________________________

Persona: _______________________________________


____________________________________________________________________________

___________________________________________________________________________

____________________________________________________________________________


____________________________________________________________________________

_____________________________________________________________________________________________

_________________________________________________________________________

__________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________




________________________________________________________________________

________________________________________________________________________


________________________________________________________________________

________________________________________________________________________


________________________________________________________________________

________________________________________________________________________



Page URL: _______________________________________

Persona: _______________________________________


________________________________________________________________________

________________________________________________________________________




Content Analysis:


1. ________________________________________________________________________

2. ________________________________________________________________________

3. ________________________________________________________________________


1. ________________________________________________________________________

2. ________________________________________________________________________

3. ________________________________________________________________________


________________________________________________________________________



Page URL: _______________________________________

Persona: _______________________________________







Page URL: _______________________________________

Persona: _______________________________________


____________________________________________________________________________

___________________________________________________________________________

____________________________________________________________________________


____________________________________________________________________________

_____________________________________________________________________________________________

_________________________________________________________________________

__________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________




________________________________________________________________________

________________________________________________________________________


________________________________________________________________________

________________________________________________________________________


________________________________________________________________________

________________________________________________________________________



Page URL: _______________________________________

Persona: _______________________________________


________________________________________________________________________

________________________________________________________________________




Content Analysis:


1. ________________________________________________________________________

2. ________________________________________________________________________

3. ________________________________________________________________________


1. ________________________________________________________________________

2. ________________________________________________________________________

3. ________________________________________________________________________


________________________________________________________________________



Page URL: _______________________________________

Persona: _______________________________________




Start yourKeyword Lists




Keyword List



Basic Keyword Research Template:

From the Keywords that you identified for each page, add them to a Keyword list for your website.

Remember: We do not need to target your company name. Your company should be able to rank highly on your site, without needing modification.

Fill in your Keyword list data



In your browser, head over to https://ubersuggest.com/

Using ubersuggest.com, search for each of your keywords. With the information returned by UberSuggest, fill in the keyword data, and use the URL of the page you pulled the keyword from as the Target Content (URL)

Add more Keywords



While you are reviewing the keywords from UberSuggest, be sure to add any other terms that might be more favorable for you to target, if any of your terms are too difficult. Be sure to fill in their information as well. Remember: do not remove words you have researched, so you are sure to not research them again.

More about content and applying your keywords in Session 4



Be sure to check out Session 4 of the SEO Journey to learn more about Keyword and Content Strategy to learn how to apply your keywords and create targeted content for your personas.

TechnicalSEO Tools



Total time for exercise: Bonus

Tools for a more technical Audit



You are going to need a few tools to conduct a more technical Content Audit.

For your website:

• Google Search Console: https://search.google.com/u/0/search-console/

• Google Analytics: https://analytics.google.com/analytics/web/

• Yoast: WordPress SEO Plugin: https://yoast.com/ (or your preferred plugin)

• Google PageSpeed Insights: https://developers.google.com/speed/pagespeed/insights/

Quick onsiteSEO checklist



Total time for exercise: Bonus

Onsite SEO Checklist



Website:

Does your Site have a Title tag (Yoast) (Easy)

Does your Site have a Site Description (Easy)

Are the URL slugs throughout the site human-readable (Novice)

For each page:

Does the page have a title? (Easy)

Does the page have a meta description? (Easy)

Review your content (Easy to Advanced):

Is the content easy to read and follow? (Easy)

Do you use the language of your personas? (Novice)

Images:

Does each image have a relevant Alternate Image tag? (Easy)

Do your image file names describe the photo? (Novice)

Do images load fast or slow on your page? (Easy)

Is each image the right size (not a big image made small) for the screen (Novice)

Are you using the correct image type and compression level for your image (Advance)

Are you using Schema Markup on your page? (Advanced)

Once your site has launched



Is your site secured with an SSL Certificate (https)? (Advanced)

Is your site Connected and Verified with:

Google Search Console? (Novice)

Google Analytics? (Novice)

Bing Webmaster Tools? (Novice)

Sitemap:

Does your site have a Sitemap? (Easy)

Submit your sitemap URL to Google Search Console to request

site crawl (Novice)

Audits and updates to continue to make over time:



Review your Analytics Reports for changes in traffic monthly or as needed (Novice)

Make updates to your content and meta tags strategically (Easy to Advanced)

Fix broken links or redirect pages with 301 redirects or update working links

(Novice to Advanced)

Continue to update and add new content to fill in Keyword gaps (Easy)

Share your content on Social to gain traffic (Easy)

Improve Site Load Speeds using Google PageSpeed Insights (Advanced)

Lenovo Partner Network The SEO Journey Series

Method Savvy is a marketing consultancy that helps ambitious leaders find better ways to grow their brand and business. Our three focus areas, brand, experience, and growth acceleration, help create connected brand experiences that influence behavioral change at scale. SEO is one of many components we specialize in that help brands build a foundation for the ecosystem they want.

Lenovo Partner Network The SEO Journey Series...Lenovo Partner Network /The SEO Journey Series...

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