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searchHOU 2019: Beginning to Advanced Auditing
SEO Audits: From Beginning
to Advanced Auditing
searchHOU 2019: Beginning to Advanced 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
searchHOU 2019: Beginning to Advanced Auditing
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
Official New Words in 2008:
• Bitcoin
• burner phone
• dumpster fire
• mainsplain
• photobomb
searchHOU 2019: Beginning to Advanced Auditing
Overview – SEO Audits
• Common SEO Mistakes I See
• Choosing Which Recommendations to Provide
• Overall SEO audit process
• Presenting Results and Recommendations
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
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
searchHOU 2019: Beginning to Advanced Auditing
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
searchHOU 2019: Beginning to Advanced Auditing
SEO Audits are only as good as the experience
of the person doing the analysis.
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
Recommendations must be implemented in
order for you to get value from an SEO Audit.
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
Common Mistakes Most Sites Make
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
Common Mistake: Bad HTTP/HTTPs Migration
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
Common Mistake: Duplicate Content Issues
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
Common Mistake: Mega Menus
@bhartzer
Fix:
• Internal Link Structure
• Review Silos
• Review Content clusters
searchHOU 2019: Beginning to Advanced Auditing
Common Mistake: Site Structure Issues
@bhartzer
Run Sitebulb
• Internal Link Structure
• Review Silos
• Review Content clusters
• Other SEO audit issues
Award-Winning Sitebulb.com
searchHOU 2019: Beginning to Advanced Auditing
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
searchHOU 2019: Beginning to Advanced Auditing
Common Mistake: Link Issues, Bad & Low
Quality Links
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
Common Mistake: Over Optimization
On-page and onsite over optimization
• Keyword stuffing
• Poorly written meta data
• Not using proper heading tags, lists, etc.
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
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
searchHOU 2019: Beginning to Advanced Auditing
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
searchHOU 2019: Beginning to Advanced Auditing
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
searchHOU 2019: Beginning to Advanced Auditing
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?
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Google
Search Console
> Search Analytics
> Pages Analysis
What does
Google think?
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Gathering Phase
• Gather the Data
• Save the Data (MS Excel, MS Word)
• Start making notes (Notepad)
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Google Searches
• site:domain.com
• site:domain.com –site:www.domain.com
• Click last page of SERPs to get page count
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Crawlers
• OnCrawl
• Screaming Frog
• Sitebulb
• Deep Crawl
• Siteliner
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Screaming Frog
SEO Spider
Adjust to crawl
large site over
100k pages
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Compare:
Pages Crawled
vs
Pages Indexed
SERPS Redux
bookmarklet,
compare lists of
URLs in MS Excel
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Integrity (aka Scrutiny)
What it does:
• Crawls site, reports redirects, 404 errors
• Mac only, can find more site errors
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Siteliner.com
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Bing Webmaster Tools
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Bing Webmaster Tools
• Spot issues to fix
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Google Search Console
• Search Analytics
• Structured Data
• HTML Improvements
• Search Traffic
• Crawl Data
SEMRush Site Audit
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Website Log Files
• Weblog Storming, AwStats
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Website Log Files, Crawl & Analytics
• OnCrawl combines all three
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Website Log Files, Crawl & Analytics
• Deep Crawl combines all three, as well
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Search Engine Tools
• Google Search Console
• Bing Webmaster Tools
• Other Google Tools
Audit Site Structure
• Internal Link Structure
• Manual Review of Site
• URL Hierarchy
• Grouping of Topics
• GA: In-Page Analytics
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Run Sitebulb
• Internal Link Structure
• Review Silos
• Review Content clusters
• Other SEO audit issues
Sitebulb.com
searchHOU 2019: Beginning to Advanced Auditing
@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/
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Sample Cora SEO Software Results
• Roadmap for keyword
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Gather Off-Site Data
• It’s not all about on-site and on-page.
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Link Data
• Google Search Console Links
• Majestic
• Ahrefs
• Link Research Tools
Google Search Console Links
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Ahrefs Links
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Majestic.com Links
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Majestic.com Topic Review
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Majestic Anchor Text Review
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Local Listings – Audit the listings
• Google My Business
• Bing Places for Business
• Yahoo! Local
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Local Citations – Separate Audit
• Are citations correct?
• Same address, suite #, phone number?
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Miscellaneous Data to Review
• All sorts of extras
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Site Speed, DNS Health
• Tools.Pingdom.com
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Site Speed Review – Google Analytics
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Robots.txt Issues
• Default CMS file?
• Disallowing wrong?
• Using “allow”?
• Not specifying sitemap.xml URL
• Directives conflict with other signals
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Sitemap Issues
• New pages not updated on sitemap
• Multiple sitemap issues
• No sitemap file?
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Subdomain Issues
• Duplicate content?
• Using subdomain rather than directory
• Wildcard subdomains turned on?
• www versus non-www issues
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Canonical Issues
• Review canonical tags
• Not using canonical correctly
• Conflicting signals with canonical, others
• Canonical tags to help with dupe content
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Use of Structured Data
• Taking advantage of Schema.org
• Not just for local addresses
• Reviews and Events
• Person, Place, Organization
• Products and Offers
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Analysis Phase
• Analyze the Data
• Make Assumptions
• Make Recommendations
• Analyze the road
• Analyze the conditions…
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Analysis Phase
• Analyze gathered data
• Look for Obvious Issues
• Look for Odd Data Points
• More notes!
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer@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?
searchHOU 2019: Beginning to Advanced Auditing
@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/
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Analyze Keyword Data, Rankings
• Look for keyword opportunities
Anything ranking on 2nd page?
• Review SEMRush Keyword Data
• Review GSC Search Analytics
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Presentation Phase
• Present the Data
• Show the Results
• Make it look great!
• Action Plan
• Implementation Plan
searchHOU 2019: Beginning to Advanced Auditing
@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?
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer
Finally – Additional Lists
• List of Priority Issues
• Present Action Plan for Implementing
searchHOU 2019: Beginning to Advanced Auditing
@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)
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@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
searchHOU 2019: Beginning to Advanced Auditing
@bhartzer

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Beginning to Advanced SEO Auditing

  • 1. searchHOU 2019: Beginning to Advanced Auditing SEO Audits: From Beginning to Advanced Auditing
  • 2. searchHOU 2019: Beginning to Advanced 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
  • 3. searchHOU 2019: Beginning to Advanced Auditing 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 Official New Words in 2008: • Bitcoin • burner phone • dumpster fire • mainsplain • photobomb
  • 4. searchHOU 2019: Beginning to Advanced Auditing Overview – SEO Audits • Common SEO Mistakes I See • Choosing Which Recommendations to Provide • Overall SEO audit process • Presenting Results and Recommendations @bhartzer
  • 5. searchHOU 2019: Beginning to Advanced Auditing 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
  • 6. searchHOU 2019: Beginning to Advanced Auditing 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
  • 7. searchHOU 2019: Beginning to Advanced Auditing SEO Audits are only as good as the experience of the person doing the analysis. @bhartzer
  • 8. searchHOU 2019: Beginning to Advanced Auditing Recommendations must be implemented in order for you to get value from an SEO Audit. @bhartzer
  • 9. searchHOU 2019: Beginning to Advanced Auditing Common Mistakes Most Sites Make @bhartzer
  • 10. searchHOU 2019: Beginning to Advanced Auditing Common Mistake: Bad HTTP/HTTPs Migration @bhartzer
  • 11. searchHOU 2019: Beginning to Advanced Auditing Common Mistake: Duplicate Content Issues @bhartzer
  • 12. searchHOU 2019: Beginning to Advanced Auditing Common Mistake: Mega Menus @bhartzer Fix: • Internal Link Structure • Review Silos • Review Content clusters
  • 13. searchHOU 2019: Beginning to Advanced Auditing Common Mistake: Site Structure Issues @bhartzer Run Sitebulb • Internal Link Structure • Review Silos • Review Content clusters • Other SEO audit issues Award-Winning Sitebulb.com
  • 14. searchHOU 2019: Beginning to Advanced Auditing 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
  • 15. searchHOU 2019: Beginning to Advanced Auditing Common Mistake: Link Issues, Bad & Low Quality Links @bhartzer
  • 16. searchHOU 2019: Beginning to Advanced Auditing Common Mistake: Over Optimization On-page and onsite over optimization • Keyword stuffing • Poorly written meta data • Not using proper heading tags, lists, etc. @bhartzer
  • 17. searchHOU 2019: Beginning to Advanced Auditing 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
  • 18. searchHOU 2019: Beginning to Advanced Auditing 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
  • 19. searchHOU 2019: Beginning to Advanced Auditing 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
  • 20. searchHOU 2019: Beginning to Advanced Auditing Overall SEO Audit Process • Before You Begin • Gather Data • Analyze • Present Results @bhartzer
  • 21. 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? searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 22. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 23. Google Search Console > Search Analytics > Pages Analysis What does Google think? searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 24. Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad) searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 25. Google Searches • site:domain.com • site:domain.com –site:www.domain.com • Click last page of SERPs to get page count searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 26. Crawlers • OnCrawl • Screaming Frog • Sitebulb • Deep Crawl • Siteliner searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 27. Screaming Frog SEO Spider Adjust to crawl large site over 100k pages searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 28. Compare: Pages Crawled vs Pages Indexed SERPS Redux bookmarklet, compare lists of URLs in MS Excel searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 29. Integrity (aka Scrutiny) What it does: • Crawls site, reports redirects, 404 errors • Mac only, can find more site errors searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 30. Siteliner.com searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 31. Bing Webmaster Tools searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 32. Bing Webmaster Tools • Spot issues to fix searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 33. searchHOU 2019: Beginning to Advanced Auditing @bhartzer Google Search Console • Search Analytics • Structured Data • HTML Improvements • Search Traffic • Crawl Data
  • 34. SEMRush Site Audit searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 35. Website Log Files • Weblog Storming, AwStats searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 36. Website Log Files, Crawl & Analytics • OnCrawl combines all three searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 37. Website Log Files, Crawl & Analytics • Deep Crawl combines all three, as well searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 38. searchHOU 2019: Beginning to Advanced Auditing @bhartzer Search Engine Tools • Google Search Console • Bing Webmaster Tools • Other Google Tools
  • 39. Audit Site Structure • Internal Link Structure • Manual Review of Site • URL Hierarchy • Grouping of Topics • GA: In-Page Analytics searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 40. Run Sitebulb • Internal Link Structure • Review Silos • Review Content clusters • Other SEO audit issues Sitebulb.com searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 41. 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/ searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 42. Sample Cora SEO Software Results • Roadmap for keyword searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 43. Gather Off-Site Data • It’s not all about on-site and on-page. searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 44. searchHOU 2019: Beginning to Advanced Auditing @bhartzer Link Data • Google Search Console Links • Majestic • Ahrefs • Link Research Tools
  • 45. Google Search Console Links searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 46. Ahrefs Links searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 47. Majestic.com Links searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 48. Majestic.com Topic Review searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 49. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 50. Majestic Anchor Text Review searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 51. Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 52. Local Citations – Separate Audit • Are citations correct? • Same address, suite #, phone number? searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 53. Miscellaneous Data to Review • All sorts of extras searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 54. Site Speed, DNS Health • Tools.Pingdom.com searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 55. Site Speed Review – Google Analytics searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 56. Robots.txt Issues • Default CMS file? • Disallowing wrong? • Using “allow”? • Not specifying sitemap.xml URL • Directives conflict with other signals searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 57. Sitemap Issues • New pages not updated on sitemap • Multiple sitemap issues • No sitemap file? searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 58. Subdomain Issues • Duplicate content? • Using subdomain rather than directory • Wildcard subdomains turned on? • www versus non-www issues searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 59. Canonical Issues • Review canonical tags • Not using canonical correctly • Conflicting signals with canonical, others • Canonical tags to help with dupe content searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 60. Use of Structured Data • Taking advantage of Schema.org • Not just for local addresses • Reviews and Events • Person, Place, Organization • Products and Offers searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 61. Analysis Phase • Analyze the Data • Make Assumptions • Make Recommendations • Analyze the road • Analyze the conditions… searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 62. Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes! searchHOU 2019: Beginning to Advanced Auditing @bhartzer@bhartzer
  • 63. 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? searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 64. 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/ searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 65. Analyze Keyword Data, Rankings • Look for keyword opportunities Anything ranking on 2nd page? • Review SEMRush Keyword Data • Review GSC Search Analytics searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 66. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 67. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 68. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 69. Presentation Phase • Present the Data • Show the Results • Make it look great! • Action Plan • Implementation Plan searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 70. 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? searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 71. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 72. Finally – Additional Lists • List of Priority Issues • Present Action Plan for Implementing searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 73. 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) searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 74. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 75. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 76. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 77. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer
  • 78. 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 searchHOU 2019: Beginning to Advanced Auditing @bhartzer