The Phillosophy of SEO Audits
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SEO AUDITS Presented by: Alan Bleiweiss @AlanBleiweiss http://AlanBleiweiss.com
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In order to succeed in todays highly competitive and dynamic organic search engine optimization reality, it's vital to be able to identify issues preventing a site from maximum visibility in search engines, and then getting user experience polished and refined enough to win. This deck, from my presentation at the 2014 Pubcon conference in Las Vegas, conveys insights, critical thinking considerations, and how-to regarding performing a proper best practices SEO site audit.
Transcript of The Phillosophy of SEO Audits
SEO AUDITS
Presented by:Alan Bleiweiss
@AlanBleiweiss http://AlanBleiweiss.com
Audit Experience
@AlanBleiweiss
SEO AUDITS
@AlanBleiweiss
SEO is about UXAs seen through the eyesOf search algorithms and manual reviewers
SEO AUDITS
@AlanBleiweiss
The Primary Purpose ofan SEO Audit
Is to Identify Search Engine UX Evaluation Weakness
SEO AUDITS
@AlanBleiweiss
Improving UX Evaluation Factors = More Relevant Visibility
& Higher Conversion Potential
SEO AUDITS
@AlanBleiweiss
An Audit That Includes Too Many TasksWill Overwhelm People Into Inaction
Or Distract Resources
SEO AUDITS
@AlanBleiweiss
Strategic Site Audits•Overview Only
•Not Too Granular•Provides Tasking Recommendations
SEO AUDITS
@AlanBleiweiss
e.g.; If You Identify Weakness In Keyword Selection• Show Examples• Recommend Better Phrase Selection• Show Examples of Better Phrases
SEO AUDITS
@AlanBleiweiss
e.g.; If You Identify Poor Topical Organization• Show Examples• Recommend Reorganization• Provide Example Reorganization Options
SEO AUDITS
@AlanBleiweiss
QUART – The 5 Super-Signals of SEO
• Quality• Uniqueness• Authority• Relevance• Trust
SEO AUDITS
@AlanBleiweiss
When Is It Time To Perform
A Strategic Audit?
SEO AUDITS
@AlanBleiweiss
When Revenue Is Inexplicably Down
SEO AUDITS
@AlanBleiweiss
When Traffic Takes A Nose Dive
SEO AUDITS
@AlanBleiweiss
When You’ve Been Slapped
SEO AUDITS
@AlanBleiweiss
When You Think Everything Is “Okay”
SEO AUDITS
@AlanBleiweiss
When You’ve Gone As Far As You Can On Your Own
SEO AUDITS
@AlanBleiweiss
•Main Site•Niche Domains / Sub-Domains•“Related” Sites•Inbound Link Footprint•Supporting Social Signals
What Needs To Be Reviewed
SEO AUDITS
@AlanBleiweiss
Crawl / Processing Speed
Topical Focus / Dilution
Sub-Topical Organization
UX Intuitiveness
Signal Consistency / Confusion
What Needs To Be Reviewed
SEO AUDITS
@AlanBleiweiss
Screaming Frog
Google Analytics
Google Webmaster Tools / Bing Webmaster Tools
URIValet.com / WebPageTest.org
Gather Data From Multiple Sources
SEO AUDITS
@AlanBleiweiss
SEMRush Majestic
SearchMetrics RavenTools
Open Site Explorer Panguin Tool
Gather Data From Multiple Sources
SEO AUDITS
@AlanBleiweiss
Obvious IssuesRequire Attention
SEO AUDITS
@AlanBleiweiss
Obvious IssuesRequire Attention
SEO AUDITS
@AlanBleiweiss
Don’t Just Focus On The Obvious Issues
Always be lookingFor odd data points
SEO AUDITS
@AlanBleiweiss
Always be lookingFor odd data points
SEO AUDITS
@AlanBleiweiss
Always be lookingFor odd data points
SEO AUDITS
@AlanBleiweiss
In the age of PenguinLink Velocity Matters Big Time!
Always be lookingFor odd data points
SEO AUDITS
@AlanBleiweiss
Understand How Different Signals Impact Each Other
SEO AUDITS
@AlanBleiweiss
Understand How Different Signals Impact Each Other
SEO AUDITS
@AlanBleiweiss
Understand How Different Signals Impact Each Other
SEO AUDITS
@AlanBleiweiss
URL Hierarchy
Is it too flat?
Is it too deep?MySite.com/MySite.com/everypage
Architecture that is too flatDilutes group topical focus
SEO AUDITS
@AlanBleiweiss
Duplicate Content Distracts, Dilutes & Deters Conversions
SEO AUDITS
@AlanBleiweiss
Serious Server Delays Alone Can Sometimes Crash your SEO
SEO AUDITS
@AlanBleiweiss
Sometimes Just Resolving Crawl Inefficiency Can Fix Everything
SEO AUDITS
@AlanBleiweiss
Sometimes It’s Just A Single Known Algorithm Update Issue
SEO AUDITS
@AlanBleiweiss
Sometimes it’s More Complex
SEO AUDITS
@AlanBleiweiss
Social & Other ChannelsMatter to SEO
SEO AUDITS
@AlanBleiweiss
SEO is Not An Island Unto Itself
SEO AUDITS
@AlanBleiweiss
Plan for the Best Outcome
SEO AUDITS
@AlanBleiweiss
Set Realistic Expectations
SEO AUDITS
@AlanBleiweiss
Panda Recovery Often Results In 30 – 60 day Rebound Cycle
SEO AUDITSSet Realistic Expectations
@AlanBleiweiss
An SEO Audit Should Strive For Perfect Implementation
Yet Understand Fiscal & Resource Constraints
SEO AUDITSSet Realistic Expectations
@AlanBleiweiss
An SEO Audit Can’t SaveA Business Overnight
SEO AUDITSSet Realistic Expectations
@AlanBleiweiss
An SEO AuditCan Get an Off-The-Rails Effort
Back On Track
SEO AUDITSSet Realistic Expectations
@AlanBleiweiss
For a Step-By-Step “How-To” of My Audit Process Check Out My
Slide Deck from Last Year’s Pubconhttp://bit.ly/AuditHowTo
