How to perform an on-page local SEO audit to help improve your site's organic performance.

2. About Me
● Global SEO Strategist at IBM
● Conference speaker: Pubcon, Rocks
Digital, SearchHOU, and State of
Search
● Served as a judge at the 2018 and
2019 US Search Awards
● Listed as one of the top 140 SEOs to
follow by Search Engine Journal
● Frequent contributor to Search Engine
Journal
@jesseseogeek

3. Before we move forward
!!!DISCLAIMER!!!
The thoughts and opinions I share in
this presentation are my own and do
not reflect those of IBM.
@jesseseogeek

4. ● How to perform a technical audit
● Common technical issues
● Creating a strategy that scales
● Multi-source insights
● Getting the most out of markup
data
@jesseseogeek
Key Takeaways

6. “You have to get the
basics right before
you can even begin
to think about
improving.”
- Bill Hunt
@jesseseogeek
Bill Hunt keynoting at Pubcon 2016

7. To Build a Strong House,
You Have to Establish a
Strong Foundation. If
you don’t...
@jesseseogeek

8. @jesseseogeek

10. A technical audit will
let you know what
foundational issues
your site has.
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Technical Audits

11. @jesseseogeek
Technical Audits
Rankings improvements post-technical audit

13. @jesseseogeek
Crawling a Site
Common Tools for Crawling Sites

14. Don’t be afraid to use
multiple tools for
crawling if you are
able to.
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Crawling a Site

15. @jesseseogeek
Crawling a Site

16. What are common
technical issues a
local site might run
into?
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Crawling a Site

17. ● Internal redirects
● Broken links
● Incorrect implementation of pagination
● Unwanted indexable pages
● Incorrectly coded links
● Hidden text
● Nefarious pages created by the last
SEO company
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Common Technical Issues

18. @jesseseogeek
The List Goes On!

19. Don’t stop with your
site. Take a look at
the server where
your site is hosted!
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Crawling a Site

21. Google Search
Console should be
your best friend,
even after finishing
your audit.
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Utilizing Google Search Console

22. @jesseseogeek
Make GSC Your Thunder Buddy

23. See if GSC is
returning any crawl
errors that your main
crawl didn’t catch.
@jesseseogeek
Utilizing Google Search Console

24. @jesseseogeek
Always use URL Inspection

26. @jesseseogeek
Markup Data is Key for Success

27. Markup data helps give
Google a better
understanding of what
your site is about.
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Why is Markup Data Important

28. @jesseseogeek
Why is Markup Data Important

29. Use Google’s Structured
Data Testing Tool to
validate you markup
code
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Structured Data Validation

30. When possible make
sure to use service
specific location markup
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Structured Data Validation

31. @jesseseogeek
Service Specific Markup
Location Markup Service-Specific
Location Markup

33. Make sure you are
not cannibalizing
your content!
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Content Cannibalization

34. @jesseseogeek
Content Cannibalization

36. Single-location
businesses should use
the homepage to
target the main service
and service area
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Creating Scalable Strategies

37. Ask yourself if the
business has the
potential to expand to
multiple locations?
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Creating Scalable Strategies

38. @jesseseogeek
Multiple Location Strategy

39. Multi-location
businesses should have
pages to represent each
physical location
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Multiple Location Strategy

41. Follow Me On Social
@jesseseogeek
Have questions?
Hit me up on any social media platforms. My
handle on all platforms is @jesseseogeek. I’d
be more than happy to continue the
conversation.
Read my SEJ article on this topic at
http://bit.ly/2mkK6Wh