Mobile and Desktop SEO Audits - Rocks Digital Marketing Conference 2018

Rocks Digital 2018: Mobile & Desktop SEO Audits
About Me
• SEO Consultant, Hartzer.com
• Blogger, BillHartzer.com
• Founder, DFWSEM Association (2004)
• US Brand Ambassador, Majestic.com
• Brand Ambassador, OnCrawl.com
• Formerly Senior VP, Advice Interactive
• Senior SEO Strategist, Globe Runner
• Director of SEO, Standing Dog
• Practicing Organic/Natural SEO since 1996
@bhartzer

Mobile SEO Audit?
Desktop SEO Audit?
Both?
@bhartzer

Is Mobile or Desktop More Important?
• Depends on the website
• Some websites only get small percentage of mobile visits
• Check GA
@bhartzer

Important for Mobile SEO Audits
• Mobile friendliness
• Page load speed
• Are mobile pages performing?
• Schema, Rich Snippets, AMP?
@bhartzer

Important for Mobile SEO Audits
• Review mobile bot crawling activity
• Mobile 1st index ready?
• Mobile 1st indexing enabled? Message in Google Search Console
@bhartzer

Start with Mobile SEO Audit Basics - Validation
• Validate if site is Mobile Friendly
• Google "mobile friendly test"
@bhartzer

Mobile SEO Audit Basics - Crawling
• Crawl site using mobile user agent
• Screaming Frog
• Sitebulb
@bhartzer

Basic Mobile SEO Audit Questions
• Responsive design?
• Redirect to subdomain for mobile? Is it indexed?
• Are best performing pages mobile friendly? GA, GSC?
• Mobile interstitials being used? Use App banners
• How is site ranking on mobile?
@bhartzer

Basic Mobile SEO Audit Questions
• Are competitors ranking on mobile?
• Does the site have an app?
• Need mobile app visibility in search?
• Create deep links to app content
https://developer.android.com/training/app-links/deep-linking
• Site using proper schema code and rich snippets?
• Site using AMP? Check the Google AMP test?
@bhartzer

Mobile vs. Desktop: Content Parity Audit
• Crawl with mobile user agent, compare with desktop ua
• Check mobile vs. desktop:
- number of pages
- number of indexable pages
- noindex tags
- robots.txt settings
- number of words on pages
• Screaming Frog UA setting, compare crawl data
• Sitebulb - 2 crawls (1 desktop, 1 mobile), compare crawls
• OnCrawl – Review Bot crawling activity, GA activity
@bhartzer

Mobile vs. Desktop: Content Parity Audit
• Compare Number of Outlinks on Desktop vs Mobile
http://www.thegooglecache.com/mobile-links.php
• Compare Source Code on Desktop vs. Mobile (if you have
two different pages)
https://www.diffchecker.com/diff
@bhartzer

Desktop SEO Audits
• Many issues have affect mobile and desktop
• Include those mobile checks with larger SEO audits
Key Points for Desktop SEO Audits
• Site Structure
• Internal Links
• Duplicate Content, Crawl Budget
• Structured Data
• On-page Factors
• External Links
@bhartzer

Overview - My 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

Current rankings, Focus on Pages Ranking 5th to
20th
@bhartzer

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

Google Searches
• site:domain.com
• site:domain.com –site:www.domain.com
• Click last page of SERPs to get page count
@bhartzer

Screaming Frog SEO Spider
Adjust to crawl
large site over
100k pages
@bhartzer

Compare: Pages Crawled vs Pages Indexed
SERPS Redux
bookmarklet,
compare lists of
URLs in MS Excel
@bhartzer

Integrity (aka Scrutiny)
What it does:
• Crawls site, reports redirects, 404 errors
• Mac only, can find more site errors
@bhartzer

Siteliner.com
@bhartzer

Bing Webmaster Tools
@bhartzer

Bing Webmaster Tools
• Spot issues to fix
@bhartzer

Google Search Console
• Search Analytics
• Structured Data
• HTML Improvements
• Search Traffic
• Crawl Data
@bhartzer

SEMRush Site Audit
@bhartzer

Website Log Files
• Weblog Storming, AwStats
@bhartzer

Website Log Files, Crawl & Analytics
• OnCrawl combines all three
@bhartzer

Website Log Files, Crawl & Analytics
• Deep Crawl combines all three, as well
@bhartzer

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

Run Sitebulb
• Internal Link Structure
• Review Silos
• Review Content clusters
• Other SEO audit issues
Sitebulb.com
@bhartzer

Run Cora SEO Software
• Measures over 300 factors
• Calculates which ones matter most
• Run on site’s main keywords
• See the most important factors for each keyword
• On-site, on-page, and offsite factors included
• Shows you what factors your site is missing based on
correlation data of top 100 results for that keyword
• https://www.hartzer.com/cora/
@bhartzer

Sample Cora SEO Software Results
• Roadmap for keyword
@bhartzer

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

Google Search Console Links
@bhartzer

Ahrefs Links
@bhartzer

Majestic.com Links
@bhartzer

Majestic.com Topic Review
@bhartzer

Majestic Trust Flow, Citation Flow
• Trust Flow = # of clicks from seed set of trusted sites to a URL or Domain
• Citation Flow = Number of citations to a given URL, or Domain
@bhartzer

Majestic Anchor Text Review
@bhartzer

WebPageTest.org
• Page Performance
Check:
• Time to first byte
• Compress images
• Caching
• Use of CDN
• Waterfall
@bhartzer

Miscellaneous Data to Review
• All sorts of extras
@bhartzer

Site Speed, DNS Health
• Tools.Pingdom.com
@bhartzer

Site Speed Review – Google Analytics
@bhartzer

Robots.txt Issues
• Default CMS file?
• Disallowing wrong?
• Using “allow”?
• Not specifying sitemap.xml URL
• Directives conflict with other signals
@bhartzer

Sitemap Issues
• New pages not updated on sitemap
• Multiple sitemap issues
• No sitemap file?
@bhartzer

Subdomain Issues
• Duplicate content?
• Using subdomain rather than directory
• Wildcard subdomains turned on?
• www versus non-www issues
@bhartzer

Canonical Issues
• Review canonical tags
• Not using canonical correctly
• Conflicting signals with canonical, others
• Canonical tags to help with dupe content
@bhartzer

Use of Structured Data
• Taking advantage of Schema.org
• Not just for local addresses
• Reviews and Events
• Person, Place, Organization
• Products and Offers
@bhartzer

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

Analyze Google Analytics
• Changes over time, year over year data
• Conversion Data
• Bounce Rates
• Pages Per Session
• Drops in Traffic:
Panda or Penguin
in past few years?
@bhartzer

Panda, Penguin, Search Engine Traffic Issues
From Past?
• Verify with SEMRush, Google Analytics, SimilarWeb
• Moz Google Algorithm Change History
moz.com/google-algorithm-change
• Marie Haynes Google Algo Update History
mariehaynes.com/algo-changes-and-more/
@bhartzer

Analyze Keyword Data, Rankings
• Look for keyword opportunities
Anything ranking on 2nd page?
• Review SEMRush Keyword Data
• Review GSC Search Analytics
@bhartzer

Analyze On-Site Data
• Title Tags
• Meta Descriptions
• Headings H1, H2, H3, H4, etc.
• Internal Anchor Text
• External Links (outgoing links)
• Canonical Tags
• Hreflang Issues
• Google Pages Indexed vs. Crawled
@bhartzer

Analyze On-Site Data
• Conflicting signals? Overall Topic focus
• Conflicting signals?
Robots.txt vs. Canonical vs. Meta Robots vs. Nofollow
• Internal Duplicate Content
• Not Enough Unique Content
• Internal links within content present?
• Review Navigation
• Review Footer, footer links, copyright
@bhartzer

Analyze Off-Site Data
• Link Velocity Matters (getting new links)
• Review anchor text (over optimized?)
• Diversity of anchor text
• Look for Toxic, Low Quality Links
• Run Link Risk, Link Detox report
@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
• WebPageTest
• Google Search Console
• Google Analytics
• GPSi page speed insights
• G Structured Data Test
• GSC Disavow
• GSC Fetch & Render
• Marie Haynes' Disavow Blacklist
• Builtwith
• Server Software Detection
• SEO Server Header Checker Tool
• SSL Server Test
@bhartzer
• 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
• Redirect Checker
• Serpstat
• Semrush
• GA Code Checker

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
• Cora
@bhartzer
Mobile SEO Audit Tools
• Google Mobile Friendly Test
• Structured Data Testing Tool
• Google Rich Results Test
• Google Pagespeed Insights
• Schema Markup Generator
• URL Checker
• Bulk URL Checker

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

Mobile and Desktop SEO Audits - Rocks Digital Marketing Conference 2018

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