Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018

Pubcon Pro 2018: Advanced SEO Auditing
Advanced
SEO Auditing

About Me
• SEO Consultant, Hartzer Consulting
• Blogger/Writer BillHartzer.com
• Founder, DFWSEM Association (2004)
• US Brand Ambassador, Majestic.com
• Brand Ambassador, OnCrawl.com
• Practicing Organic/Natural SEO since 1996
• Formerly Senior VP, Advice Interactive (Advice Local)
• Senior SEO Strategist, Globe Runner
• Director of SEO, Standing Dog

SEO Audit Experience
• Started SEO auditing in 2008-ish
• SEO Audit Services, agency level
• SEO Audits as one-off projects
• SEO Audits at start of ongoing monthly SEO
• Full-time SEO Auditing started in 2016
• 100+ SEO Audits in past 2 years

Overview – Advanced SEO Audits
• Common SEO Mistakes I See
• Choosing Which Recommendations to Provide
• Overall SEO audit process
• Presenting Results and Recommendations
@bhartzer

What Isn’t an SEO Audit?
• Lots of SEO Tools out there. Over 90+ on my list.
• Audits are NOT just running some software or SaaS tool.
• It’s NOT an audit if you just run software or crawl a site.
@bhartzer

So What Is An SEO Audit?
It’s a process…
• It starts with crawling, gathering lots of data.
• It’s knowing which SEO software or SaaS tool to run, when.
• It’s Interpreting data and providing recommendations.
@bhartzer

SEO Audits are only as good as the experience
of the person doing the analysis.
@bhartzer

Recommendations must be implemented in
order for you to get value from an SEO Audit.
@bhartzer

Common Mistakes Most Sites Make in 2018
@bhartzer

Common Mistake: Bad HTTP/HTTPs Migration
@bhartzer

Common Mistake: Duplicate Content Issues
@bhartzer

Common Mistake: Mega Menus
@bhartzer
Fix:
• Internal Link Structure
• Review Silos
• Review Content clusters

Common Mistake: Site Structure Issues
@bhartzer
Run Sitebulb
• Review Silos
• Review Content clusters
• Other SEO audit issues
Award-Winning Sitebulb.com

Common Mistake: Orphaned Content & Pages
@bhartzer
Analyze Log File Data
• Find pages not in site structure
• Combine log files, Google
Search Console & Analytics
Data in analysis
OnCrawl.com

Common Mistake: Link Issues, Bad & Low
Quality Links
@bhartzer

Common Mistake: Over Optimization
On-page and onsite over optimization
• Keyword stuffing
• Poorly written meta data
• Not using proper heading tags, lists, etc.
@bhartzer

Common Mistake: Incorrect Usage of Code or
Directives
• Too much, or incorrect Schema markup (or not using it at all)
• Incorrect implementation of code or conflicting directives
- incorrect rel next/prev usage
- incorrect canonical tag directives
- incorrect robots.txt directives
@bhartzer

Choosing Which Recommendations to Provide
• We run the SEO tools, gather the data.
• We get information & data overload!
• What do you recommend? What do you fix?
• Focus on what will make an impact for the site, based on KPIs.
@bhartzer

What Will Make an Impact?
• Tools provide and show potential issues
(Sitebulb, SEMrush, Screaming Frog)
• Read and understand the issues.
• Make decisions based on the site.
• Size of site, type of site, content, current
rankings, other issues, can all play a role.
• It’s OK to ignore some issues!
• Some analysis just comes with experience.
@bhartzer

Overall SEO Audit Process
• Before You Begin
• Gather Data
• Analyze
• Present Results
@bhartzer

Before You Begin – Info to Gather
• Access to website (if possible), log file data
• Google Analytics, Search Console access
• Bing Webmaster Tools access
• Prior history: What SEO was done in past?
• Prior history: Domain Names used
• List of Domain Names owned, redirected
• List of Competitors
• Ask: anything else we need to know?
@bhartzer

Content – Review Content on Site &
Rankings
• Google Search Console - Search Analytics
• SEMrush.com Keyword Research
• Review Current Rankings
• SimilarWeb Traffic and Data
• SERPStat Data
• Google Analytics Data
@bhartzer

Google
Search Console
> Search Analytics
> Pages Analysis
What does
Google think?
@bhartzer

Gathering Phase
• Gather the Data
• Save the Data (MS Excel, MS Word)
• Start making notes (Notepad)
@bhartzer

Crawlers
• OnCrawl
• Screaming Frog
• Sitebulb
• Deep Crawl
• Siteliner
@bhartzer

@bhartzer
Search Engine Tools
• Google Search Console
• Bing Webmaster Tools
• Other Google Tools

Audit Site Structure
• Manual Review of Site
• URL Hierarchy
• Grouping of Topics
• GA: In-Page Analytics
@bhartzer

Gather Off-Site Data
• It’s not all about on-site and on-page.
@bhartzer

@bhartzer
Link Data
• Google Search Console Links
• Majestic
• Ahrefs
• Link Research Tools

Local Listings – Audit the listings
• Google My Business
• Bing Places for Business
• Yahoo! Local
@bhartzer

Local Citations – Separate Audit
• Are citations correct?
• Same address, suite #, phone number?
@bhartzer

Analysis Phase
• Analyze the Data
• Make Assumptions
• Make Recommendations
• Analyze the road
• Analyze the conditions…
@bhartzer

Analysis Phase
• Analyze gathered data
• Look for Obvious Issues
• Look for Odd Data Points
• More notes!
@bhartzer@bhartzer

Presentation Phase
• Present the Data
• Show the Results
• Make it look great!
• Action Plan
• Implementation Plan
@bhartzer

Present The Results
• Use internal or formal doc needed?
• Who will implement?
• Implement changes in-house? Outsource?
• MS Word doc, spreadsheets with data
• PowerPoint needed for presentation?
@bhartzer

Present The Results - Document
• Cover Page
• Table of Contents
• Overview (summary, positives, negatives)
• Website Crawlability (404s, 301s, One-Page issues)
• Content Optimization (site arch., keyword issues)
• Linking (Internal links, externals links, link profile)
• Overall Recommendations
@bhartzer

Finally – Additional Lists
• List of Priority Issues
• Present Action Plan for Implementing
@bhartzer

SEO Audit Toolset
• Google Page Speed Test
• Mobile Friendly Test
• Google Search Console - time downloading a page (if slower
than 2 seconds to get the code, they'll abandon the crawl)
• Webpagetest.org (diversity of testing environments is
helpful... browser types, locations, connection speeds)
@bhartzer

SEO Audit Toolset
• WebPageTest
• Google Search Console
• Google Analytics
• GPSi page speed insights
• G Structured Data Test
• GSC Disavow
• GSC Fetch & Render
• Marie Haynes' Disavow Blacklist
@bhartzer

SEO Audit Toolset
• Google Mobile Test
• Google AMP Test
• Bing Mobile Test
• W3c mobileOK Checker
• Deep Crawl
• Google AW Keyword Planner
• Moz Keyword Explorer
• What is my IP
@bhartzer

SEO Audit Toolset
• Builtwith
• Server Software Detection
• SEO Server Header Checker Tool
• SSL Server Test powered by Qualsys SSL Labs
• Redirect Checker
• Serpstat
• semrush
• GA Code Checker
@bhartzer

SEO Audit Toolset
• W3c CSS Validator
• W3c Markup Validator
• hreflang testing tool
• tracker map
• OSE, Majestic, Ahrefs, Link Research Tools, Kerboo
• Bing Webmaster Tools
• Panguin tool
• OnCrawl
@bhartzer

Contact
Bill Hartzer
Hartzer Consulting
Email: Bill@BillHartzer.com
Phone: (214) 236-4378
Web: https://www.hartzer.com
Twitter: @bhartzer
Facebook: http://www.facebook.com/bhartzer
@bhartzer

Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (16)

Ähnlich wie Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018

Ähnlich wie Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018 (20)

Mehr von Bill Hartzer

Mehr von Bill Hartzer (13)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Bill Hartzer - Advanced SEO Audits - Pubcon Las Vegas 2018