How to Drive Growth through your SEO Audits at #BrightonSEO

HOW TO DRIVE GROWTH
THROUGH YOUR SEO AUDITS
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti

I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I do SEO I Tweet I Share

I Write I Speak I’m Featured
I’m Aleyda Solis

Are your SEO recommendations usually not
implemented?

Are your clients disappointed because they don’t
see the expected results in the established time?

Does this happen after spending weeks
developing the SEO audit & recommendations?

STOP, IT’S TIME TO  
FOCUS

The goal of an SEO audit
is to achieve
GROWTH

Let’s Growth focus your Audits by making
them:
STRATEGICAL PRIORITIZED ACTIONABLE

STRATEGICAL

Technical Conﬁguration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
Your Site
Don’t start your SEO audit by  
identifying your optimization status

Your Site
Content
RELEVANCE
Links
POPULARITY
You need to ﬁrst establishing its context  
to make your audit strategical
Current Organic
Search Performance
Current Organic Search
Performance
Audience Search Behavior &
Industry Potential
Your
Competition

The Context of your Current Organic Search
Performance
Your Site
Content
RELEVANCE
Links
POPULARITY
Current Organic
Search Performance
Current Organic Search
Performance

Which are your overall best ranked queries
and their related metrics?
Identify those with a
top position but low
CTR as well as the
existing gap per
device & country for
each metric

What’s your site top content per device? Identify
for which queries it performs best & worst

Obtain each one of the queries & related
metrics for your top pages with URLProﬁler

Identify the areas bringing more organic search
visibility per device & country by using
OnPage.org Impact “Directories” Report

Map these with your current top converting
site pages & categories per device & country
Identify those top
converting pages that
have a higher than
average bounce rate

Now you know which are your most valuable
current pages, areas & queries and the ones with
optimization potential

The Context of Your Competition
Your Site
Content
RELEVANCE
Links
POPULARITY
Your
Competition

What’s your organic search visibility vs. your
competitors? Assess the gap: Do they target more
queries, have better positions or both?
Use SEMRush

Identify the ones
they target that you
don’t or the ones
both of you are not
ranking well with
Which Queries Are Driving this Organic Search
Visibility & Traﬃc to your competitors vs. yours?

Which Queries your competitors used to rank for
vs. your site but the visibility was lost?

Which Pages Are Driving Organic Search
Visibility & Traﬃc to your competitors vs. yours?
Identify which content they
have and are getting trafﬁc
that you still don’t have

Which Type of Results Features are your
Competitors using to maximize their visibility?
Remember that is not only
improving rankings but
maximizing your visibility
with any feature

Use Sistrix
Which of your competitors are getting the most
out of mobile search & how they are doing it?

By answering these you’ll be able to identify the
opportunity gaps to ﬁll vs your competition
Too Granular
Existing Pages
Little Existing
Competition
No Rankings vs.
Competitors

The Context of Your Audience Search Behavior &
Industry Potential
Your Site
Audience Search Behavior &
Industry Potential
Content
RELEVANCE
Links
POPULARITY

What other Queries does your audience search for?
Expand per category, location, device
Use KWFinder

Use any of these other Keywords tools!  
Check the Keyword Matrix Comparison
bit.ly/keywordmatrix

Establish the existing modiﬁers & permutations
to identify the audience search behavior

Gather their metrics: From search volume to
rankings, competition & seasonality

To Identify the relevant search potential per
query segment, and prioritize the highest ones
Use SEOmonitor

As well as to establish the existing gap between
your current content to target these queries

Your Site
Content
RELEVANCE
Links
POPULARITY
Your
Competition
All this provides a context that your audit &
Recommendations can focus on to drive growth
Current Organic
Search Performance
Audience Search
Behavior &
Industry Potential

PRIORITIZED

Your Site
Now you can validate all of the SEO relevant
aspects by following a checklist, but…
Content
RELEVANCE
Links
POPULARITY
https://moz.com/blog/technical-site-audit-for-2015

Prioritizing the pages, areas & queries that are
most important, have highest potential & biggest
opportunity gap
https://moz.com/blog/technical-site-audit-for-2015
Your Site
Content
RELEVANCE
Links
POPULARITY

Analyzing those speciﬁc pages in parallel  
(faster as they’re fewer) to identify quick wins
Crawl in list mode those top
pages, additionally to the usual
crawl with the spider mode to all
of the site

Connecting the optimization status with the
identiﬁed opportunities to target

Add the new, updated URLs with right name convention
They are meant to be ranked so should be indexable
and differentiated with specifically relevant content
Update links & 301-redirect to only
crawl on the protocol to index & rank
Unblock the new URLs to be crawled & indexed
301s should go to the relevant new
URLs & stop being linked
Start 301-redirecting 4xx errors
to new URL destinations
High
High
Medium
High
MediumLow
Prioritizing the different actions based on how
critical towards growth they are

Your Site
Content
RELEVANCE
Links
POPULARITY
High
Medium
Low
As well as the overall optimization areas,  
to target all aspects towards the ones that
matter the most

ACTIONABLE

As a result of the audit you should create an
action-driven recommendation doc that is
descriptive, prioritized & easy to go through
bit.ly/recostemplate

It should explain how to implement each
action, with examples of every scenario along
with the identiﬁed pages to be tackled

Summarize these recommendations too by
specifying their What, Why, Where, Who &
When to make them easier to execute
WHAT WHY WHERE WHO WHEN

Include them in a matrix along each action at a
granular level to answer them, to be featured
in the doc & also kept to be updated
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index
color facets
High Low
Listings & product
pages
1 Development Maria 1/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016
Add more content to listings w/
less than 5 products by featuring
related ones
Medium Medium
2nd level sub-
categories
3
Development &
Content
Matt &
Maria
3/9/2016

This will align the execution of the prioritized
recommendations with resources & timings
color facets
High Low
Listings & product
pages
related ones
Medium Medium
2nd level sub-
categories
3
Development &
Content
Matt &
Maria
3/9/2016

… And if for some reason there are challenges
to implement any of the recommendations
color facets
High Low
Listings & product
pages
related ones
Medium Medium
2nd level sub-
categories
3
Development &
Content
Matt &
Maria
3/9/2016

It can help to reprioritize the activities,
avoiding bottlenecks & keep launching
color facets
High Low
Listings & product
pages
related ones
Medium Medium
2nd level sub-
categories
2
Development &
Content
Matt &
Maria
2/9/2016

This will facilitate not only the actionability but
also the accountability, coordination & resource
management too
color facets
High Low
Listings & product
pages
related ones
Medium Medium
2nd level sub-
categories
2
Development &
Content
Matt &
Maria
2/9/2016
How many highly important with low
optimization status have been re-prioritized?
Which resources & people have been correctly
advancing and which have had delays?

Check out my #KoozaiTV video where I go
much more into detail about actionable reccos.
bit.ly/actionableseo

The goal should be that the speciﬁed
recommendations are eﬀectively implemented
to achieve the results as expected

The goal should be that the speciﬁed
recommendations are eﬀectively implemented
to achieve the results as expected
GROWTH

Make your SEO audits great again!
STRATEGICAL PRIORITIZED ACTIONABLE

NOW IT’S YOUR TIME! THANKS :)

How to Drive Growth through your SEO Audits at #BrightonSEO

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How to Drive Growth through your SEO Audits at #BrightonSEO