Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
How to Drive Growth through your SEO Audits at #BrightonSEO
1. HOW TO DRIVE GROWTH
THROUGH YOUR SEO AUDITS
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
2. I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I do SEO I Tweet I Share
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
3. I Write I Speak I’m Featured
I’m Aleyda Solis
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
4. Are your SEO recommendations usually not
implemented?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
5. Are your clients disappointed because they don’t
see the expected results in the established time?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
6. Does this happen after spending weeks
developing the SEO audit & recommendations?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
7. STOP, IT’S TIME TO
FOCUS
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
8. The goal of an SEO audit
is to achieve
GROWTH
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
9. Let’s Growth focus your Audits by making
them:
STRATEGICAL PRIORITIZED ACTIONABLE
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
11. Technical Configuration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
Your Site
Don’t start your SEO audit by
identifying your optimization status
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
12. Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
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
13. The Context of your Current Organic Search
Performance
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
Current Organic
Search Performance
Current Organic Search
Performance
14. Which are your overall best ranked queries
and their related metrics?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Identify those with a
top position but low
CTR as well as the
existing gap per
device & country for
each metric
15. What’s your site top content per device? Identify
for which queries it performs best & worst
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
16. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Obtain each one of the queries & related
metrics for your top pages with URLProfiler
17. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Identify the areas bringing more organic search
visibility per device & country by using
OnPage.org Impact “Directories” Report
18. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
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
19. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Now you know which are your most valuable
current pages, areas & queries and the ones with
optimization potential
20. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
The Context of Your Competition
Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
Your
Competition
21. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
What’s your organic search visibility vs. your
competitors? Assess the gap: Do they target more
queries, have better positions or both?
Use SEMRush
22. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
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?
23. Which Queries your competitors used to rank for
vs. your site but the visibility was lost?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
24. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
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
25. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
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
26. Use Sistrix
Which of your competitors are getting the most
out of mobile search & how they are doing it?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
27. 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
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
28. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
The Context of Your Audience Search Behavior &
Industry Potential
Your Site
Audience Search Behavior &
Industry Potential
Technical Configuration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
29. What other Queries does your audience search for?
Expand per category, location, device
Use KWFinder
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
30. Use any of these other Keywords tools!
Check the Keyword Matrix Comparison
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
bit.ly/keywordmatrix
31. Establish the existing modifiers & permutations
to identify the audience search behavior
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
32. Gather their metrics: From search volume to
rankings, competition & seasonality
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
33. To Identify the relevant search potential per
query segment, and prioritize the highest ones
Use SEOmonitor
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
34. As well as to establish the existing gap between
your current content to target these queries
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
35. Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
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
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
37. Your Site
Now you can validate all of the SEO relevant
aspects by following a checklist, but…
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Content
RELEVANCE
Links
POPULARITY
Technical Configuration
CRAWLABILITY & INDEXABILITY
https://moz.com/blog/technical-site-audit-for-2015
38. Prioritizing the pages, areas & queries that are
most important, have highest potential & biggest
opportunity gap
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
https://moz.com/blog/technical-site-audit-for-2015
Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
39. Analyzing those specific pages in parallel
(faster as they’re fewer) to identify quick wins
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Crawl in list mode those top
pages, additionally to the usual
crawl with the spider mode to all
of the site
40. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Connecting the optimization status with the
identified opportunities to target
41. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
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
42. Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
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
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
44. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
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
45. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
It should explain how to implement each
action, with examples of every scenario along
with the identified pages to be tackled
46. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Summarize these recommendations too by
specifying their What, Why, Where, Who &
When to make them easier to execute
WHAT WHY WHERE WHO WHEN
47. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
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
WHAT WHY WHERE WHO WHEN
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
48. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
This will align the execution of the prioritized
recommendations with resources & timings
WHAT WHY WHERE WHO WHEN
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
49. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
… And if for some reason there are challenges
to implement any of the recommendations
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
WHAT WHY WHERE WHO WHEN
50. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
It can help to reprioritize the activities,
avoiding bottlenecks & keep launching
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
Add more content to listings w/
less than 5 products by featuring
related ones
Medium Medium
2nd level sub-
categories
2
Development &
Content
Matt &
Maria
2/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 3 Content Matt 3/9/2016
WHAT WHY WHERE WHO WHEN
51. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
This will facilitate not only the actionability but
also the accountability, coordination & resource
management too
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
Add more content to listings w/
less than 5 products by featuring
related ones
Medium Medium
2nd level sub-
categories
2
Development &
Content
Matt &
Maria
2/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 3 Content Matt 3/9/2016
How many highly important with low
optimization status have been re-prioritized?
Which resources & people have been correctly
advancing and which have had delays?
52. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Check out my #KoozaiTV video where I go
much more into detail about actionable reccos.
bit.ly/actionableseo
53. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
The goal should be that the specified
recommendations are effectively implemented
to achieve the results as expected
54. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
The goal should be that the specified
recommendations are effectively implemented
to achieve the results as expected
GROWTH
55. #SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Make your SEO audits great again!
STRATEGICAL PRIORITIZED ACTIONABLE
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
56. NOW IT’S YOUR TIME! THANKS :)
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti