SEO Site Audit Training: Close Your Next SEO Client

In 18 years, Bernard has started 4 companies, taken 3 web-
based companies to multi-million dollar status, launched
over 300 websites, and has managed over a thousand
marketing campaigns.
TOLL-FREE 1-800-250-6106 | US (415) 625-9700
UK (44) 203-769-7710 | AU (02) 8484-1116
SEO Site Audit Training: Close Your Next SEO Client
Meet The Expert
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bernard@seoreseller.com
/bernardsanjuaniii
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TOLL-FREE 1-800-250-6106 | US (415) 625-9700
UK (44) 203-769-7710 | AU (02) 8484-1116
What Happened During the Previous Webinar
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In the previous webinar, we walked you through
the six core metrics of SEO and the best practices
for effective optimization.
● Significance of the 6 core metrics in today’s SEO
● Importance of having search engine metrics in
groups
● SEOReseller’s 6 core metric groups (Authority, On-
Page, Off-Page, Behavior, Quality and Trust)
● SEO best practices to leverage each metric
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What’s Next:
Discussion Overview
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Upcoming Product
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What's the best way to
maximize conversion?
Our Integrated Search and Social
Retargeting Solutions maximizes
conversion of high-intent visitors from
your website and social media pages.
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What’s Next:
What is a Site Audit?
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Discussion Overview
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In this webinar, we’ll talk about how to effectively use each part of your SEO Site Audit to win new clients,
recommend the right solutions, and begin a successful SEO campaign.
Objective: To be able to go through an SEO Site Audit with an existing or potential client, and explain the important
findings in terms they can understand.
Pro Tip: Do NOT maven your way through an SEO Site Audit meeting.
5 Major Components of a Site Audit
● Keyword Selection
● Accessibility and Indexability
● On-Page
● Off-Page
● Penalties and Warnings
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What is a Site Audit?
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● Process of identifying elements that keep a website
from ranking.
What’s Next:
Purpose of a Site Audit
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Site Audits are performed…
1. Before a campaign
2. Upon intake
3. At the 5th month of an SEO campaign to assess
its performance, and spot other opportunities
4. Upon client request

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Purpose of a Site Audit?
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Purpose of a Site Audit:
● Spot opportunities and recommend the right
solutions
● Find out: is this a battle you can win?
● Gives you ability to establish expertise and set
client expectations
What’s Next:
Keyword Selection
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In SEO, all problems
are opportunities.

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Keyword Selection
Feel free to send your questions to us via chat and our
panelist will answer them during the Q&A portion.
What’s Next:
Keyword Selection
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Keyword Selection
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What is Keyword Selection?
•Determines which keywords the campaign will set as a goal
•The yardstick the campaign will be measured against
Keyword Research and Selection are two different art forms.
•Keyword Research - A task SEO’s can easily handle on their own
•Keyword Selection - A collaboration between Project Managers,
SEO Analysts, and Clients
o SEO’s will want to choose the keywords they can rank for
o Clients will want keywords that correspond to tactical or
strategic goals
o Both see eye-to-eye on strategic keywords
What’s Next:
Keyword Selection
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Keyword Selection
What You Need To Know
Keyword Research:
● Google Webmaster Tools - Content Keywords tab
● AdWords Keyword Planner - Keyword Ideas function
○ Take it with a grain of salt. Remember, it’s an AdWords tool, and
meant to entice you to bid on more keywords.
Keyword Selection:
•Understand the client’s business, the services they offer, and the queries
their customers use on search to look for those services
•Set expectations with clients in case they want keywords that can’t be won.
This is also why our packages have built-in Keyword and Search Volume
Keyword Limits - so you can pick the battles you can win.
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What’s Next:
Keyword Limits – Organic SEO Packages
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Keyword Limits – Organic SEO Packages
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What’s Next:
Accessibility and Indexability
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No. of
Keywords
No. of Keyword Groups Monthly Search Volume
Organic Silver 10 2 4,000 (2,000/Keyword
Group)
Organic Gold 20 4 8,000 (2,000/Keyword
Group)
Organic Platinum 30 6 12,000 (2,000/Keyword
Group)
Organic Platinum Plus 40 8 16,000 (2,000/Keyword
Group)

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What’s Next:
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What You Need to Know
● Checks whether the website and target pages are crawled
and indexed by Search Engines.
● When you conduct a search, you’re not actually searching
the web. You’re searching that Engine’s index of the web.
If the Search Engine doesn’t have either a documented or
rendered copy of your site, any SEO activity is useless.
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How to Spot Site Indexing Issues or Ranking Opportunities
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1. Site Search
• Indicates number of pages of your client’s website indexed
by Google
• site:www.example.com
2. Site search + keyword
• Used to find potential target pages on your client’s website
that can rank for that keyword
• site:www.example.com example keyword
3. Crawl Errors
• Do any of the target pages return a 404 Error?
• Check with Google Webmaster Tools if a page reflects
against several keywords, not just one.
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What’s Next:

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How to Spot Site Indexing Issues or Ranking Opportunities
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What’s Next:
On-Page
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4. XML Sitemap
• Lists all publicly accessible web pages
5. Robots.txt
• The Robots Exclusion Protocol provides instructions to Search Engine
web crawlers whether to index a site or not.
6. Orphan Pages
• Pages that can’t be followed from other pages in your client’s website
won’t be indexed by search crawlers, unless they are linked externally.
Typically put up for PPC campaigns.

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On-Page
What’s Next:
On-Page Elements
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On-Page Elements
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2 Kinds of On-Page Elements:
1. Content
● Text
● Images
2. Meta-Content
Content is the single most powerful ranking factor there
is.
● SEO study to find the optimum number of keywords
needed to be on a page in order for it to rank.
● 100 non-commercial keywords.
● Findings: Google ranks content with 1600 words or
more for informational terms.
What’s Next:
Meta Content
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What You Need to Know:
Proper Keyword Targeting
The keyword must be present on the
page to rank for that keyword.
Example: website selling music
instruments that wants to rank for
Gibson electric guitars.

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Meta Content
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Meta Content:
● Title Tags
● Meta Description
● Meta Keywords
● Alt Tags
Headers
● Because of Latent Dirichlet Allocation
(LDA), content is more powerful when it’s
to the top and to the left.
● This is where Headers are typically found.
What’s Next:
Meta Content
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Meta Content
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Links (External and Internal)
● External links - links outside the client’s website.
● Client’s website must try to consolidate as much
authority on your page by minimizing outbound
links.
● Internal links - links to other pages on the
client’s website.
● Vouch for a page that you want to rank for a
keyword.
Site Architecture
● Proper SEO siloing, especially for most important
ranking pages. (e.g. page that wants to rank for a
keyword should be supported by pages with
contextually related terms)
What’s Next:
Common On-Page SEO Problems to Watch Out For
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Common On-Page SEO Problems to Watch Out For
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What’s Next:
Algorithmic Compatibility vs. Marketing Voice
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Most Common Culprit: Duplicate Content
● Why does Google penalize duplicate
content?
● Google Rule #3: Build for the User
Example: Generic Websites with the
same content sold to businesses in
the same industry.
Source: MarketingCharts.com | Data Source: SEMrush

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What’s Next:
Off-Page
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Off-Page
What’s Next:
Off-Page Elements
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Off-Page Elements
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Backlinks
● Other pages that link back to your client’s website
(“backlinks”)
● Establishes the digital footprint of your client’s
website.
● Experienced SEO’s know how to spot the non-value
adding links
● Google Webmaster Tools, under Search Traffic and
Google Search Console
Anchor Text Distribution- The text that contains a link to
your client’s site or page. The more varied and relevant the
anchor text in links are to the site or page, the better.
What’s Next:
Off-Page Elements
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Off-Page Elements
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What to Watch Out For
1. Is the branding term the dominant link back to the site?
• When a generic or money keyword ranks above the brand, the
digital footprint is typically contrived. This is a red flag to Google.
2. Bad Links - Links from low-quality websites negatively affect
your client’s site. (What good SEO was 10 years ago)
3. Link Velocity - Rate at which your client’s website builds
backlinks. Triggers an investigation from Search Engines.
What’s Next:
Penalties and Warnings
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Pro Tip:
Don’t bash the link-building activities of the previous provider.
Focus the conversation on the present, and how to move forward.

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Penalties and Warnings
What’s Next:
Penalties
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Penalties
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When the website has been hit with a penalty, you CANNOT
proceed with optimization until it has been addressed.
● Search Engines already have a trust issue with the client’s
website.
● Address trust issue with Search Engine first before any SEO
activity can have a positive impact.
Two ways we detect penalties:
1. With Google Search Console
2. Without Google Search Console Access: Algaroo and FE
International Penalty Indicator
What’s Next:
Panda – Site-Wide Match - Unnatural Links
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Penguin
Only algorithm update to
penalize websites for past
activity
Panda
Algorithm update that
penalizes the website
based on its present state

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Panda – Site-Wide Match - Unnatural Links
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What’s Next:
Panda – Site-Wide Match - Thin Content
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Panda – Site-Wide Match - Thin Content
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What’s Next:
Panda - Duplicate Content
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Panda - Duplicate Content
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What’s Next:
Panda – Site-Wide Match - Pure Spam
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Panda – Site-Wide Match - Pure Spam
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What’s Next:
Penguin - Partial Matches - Unnatural Links
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Penguin - Partial Matches - Unnatural Links
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What’s Next:
Penguin Penalty
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Penguin Penalty
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What’s Next:
Link Clean-Up
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Link Clean-Up
Presence of penalties and warnings = additional
investment in Link Cleanup
Challenge: Convince clients to invest.
• No way around this conversation. Either they will invest
with your agency, or they will invest with someone else.
• Why invest at all? Because SEO is free traffic!
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What’s Next:
Synthesis
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Synthesis
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SEO Site Audit - Process of identifying elements that keep a website from ranking. Use it to spot
opportunities, recommend the right solutions, and set client expectations
Keyword Selection - Understand client’s business, set proper expectations by agreeing on keywords that
the website can feasibly rank for.
Accessibility and Indexability - Check whether the website and target pages are crawled and indexed by
Search Engines.
On-Page - Content is King. The keyword must be present on the page to rank for that keyword.
Off-Page - Watch out for low anchor text distribution, bad links, and unnatural link velocity.
Penalties and Warnings - address trust issues with Search Engines first before proceeding to SEO activity
What’s Next:
For Our Partners
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For Our Partners
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What’s Next:
Q&A Session
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SEO Site Audit
(Downloadable PDF Training Guide)
http://bit.ly/site-audit-guide

Schedule a Call
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Feel free to call us at any time for questions.
TOLL-FREE 1-800-250-6106
AUS (02) 8484-1116
US (415) 625-9700
info@seoreseller.com
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SEO Site Audit Training: Close Your Next SEO Client

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SEO Site Audit Training: Close Your Next SEO Client