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Pubcon Austin 2018: SEO Audits
Tips and Techniques
for an SEO Site Audit
Pubcon Austin 2018: SEO Audits
About Me
• SEO Consultant, Hartzer Consulting
• Blogger/Writer BillHartzer.com
• Founder, DFWSEM Association (2004)
• US Brand Ambassador, Majestic.com
• The 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
Pubcon Austin 2018: SEO Audits
Overview – SEO Audits
• 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?
Pubcon Austin 2018: SEO Audits
@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
Pubcon Austin 2018: SEO Audits
@bhartzer
Google
Search Console
> Search Analytics
> Pages Analysis
What does
Google think?
Pubcon Austin 2018: SEO Audits
@bhartzer
Current rankings, Focus on Pages Ranking 5th to
20th
Pubcon Austin 2018: SEO Audits
@bhartzer
Gathering Phase
• Gather the Data
• Save the Data (MS Excel, MS Word)
• Start making notes (Notepad)
Pubcon Austin 2018: SEO Audits
@bhartzer
Google Searches
• site:domain.com
• site:domain.com –site:www.domain.com
• Click last page of SERPs to get page count
Pubcon Austin 2018: SEO Audits
@bhartzer
Screaming Frog
SEO Spider
Adjust memory to
crawl large site
over 100k pages
Pubcon Austin 2018: SEO Audits
@bhartzer
Compare:
Pages Crawled
vs
Pages Indexed
SERPS Redux
bookmarklet,
compare lists of
URLs in MS Excel
Pubcon Austin 2018: SEO Audits
@bhartzer
Integrity (aka Scrutiny)
What it does:
• Crawls site, reports redirects, 404 errors
• Mac only, can find more site errors
Pubcon Austin 2018: SEO Audits
@bhartzer
Siteliner.com
Pubcon Austin 2018: SEO Audits
@bhartzer
Bing Webmaster Tools
Pubcon Austin 2018: SEO Audits
@bhartzer
Bing Webmaster Tools
• Spot issues to fix
Pubcon Austin 2018: SEO Audits
@bhartzer
Pubcon Austin 2018: SEO Audits
@bhartzer
Google Search Console
• Search Analytics
• Structured Data
• HTML Improvements
• Search Traffic
• Crawl Data
SEMRush Site Audit
Pubcon Austin 2018: SEO Audits
@bhartzer
Website Log Files
• Weblog Storming, AwStats
Pubcon Austin 2018: SEO Audits
@bhartzer
Website Log Files, Crawl & Analytics
• OnCrawl combines all three
Pubcon Austin 2018: SEO Audits
@bhartzer
Website Log Files, Crawl & Analytics
• Deep Crawl combines all three, as well
Pubcon Austin 2018: SEO Audits
@bhartzer
Audit Site Structure
• Internal Link Structure
• Manual Review of Site
• URL Hierarchy
• Grouping of Topics
• GA: In-Page Analytics
Pubcon Austin 2018: SEO Audits
@bhartzer
Run Sitebulb
• Internal Link Structure
• Review Silos
• Review Content clusters
• Other SEO audit issues
Sitebulb.com
Pubcon Austin 2018: SEO Audits
@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/
Pubcon Austin 2018: SEO Audits
@bhartzer
Sample Cora SEO Software Results
• Roadmap for keyword
Pubcon Austin 2018: SEO Audits
@bhartzer
Gather Off-Site Data
• It’s not all about on-site and on-page.
Pubcon Austin 2018: SEO Audits
@bhartzer
Google Search Console Links
Pubcon Austin 2018: SEO Audits
@bhartzer
Ahrefs Links
Pubcon Austin 2018: SEO Audits
@bhartzer
Majestic.com Links
Pubcon Austin 2018: SEO Audits
@bhartzer
Majestic.com Topic Review
Pubcon Austin 2018: SEO Audits
@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
Pubcon Austin 2018: SEO Audits
@bhartzer
Majestic Anchor Text Review
Pubcon Austin 2018: SEO Audits
@bhartzer
WebPageTest.org
• Page Performance
Check:
• Time to first byte
• Compress images
• Caching
• Use of CDN
• Waterfall
Pubcon Austin 2018: SEO Audits
@bhartzer
Miscellaneous Data to Review
• All sorts of extras
Pubcon Austin 2018: SEO Audits
@bhartzer
Site Speed, DNS Health
• Tools.Pingdom.com
Pubcon Austin 2018: SEO Audits
@bhartzer
Site Speed Review – Google Analytics
Pubcon Austin 2018: SEO Audits
@bhartzer
Robots.txt Issues
• Default CMS file?
• Disallowing wrong?
• Using “allow”?
• Not specifying sitemap.xml URL
• Directives conflict with other signals
Pubcon Austin 2018: SEO Audits
@bhartzer
Sitemap Issues
• New pages not updated on sitemap
• Multiple sitemap issues
• No sitemap file?
Pubcon Austin 2018: SEO Audits
@bhartzer
Subdomain Issues
• Duplicate content?
• Using subdomain rather than directory
• Wildcard subdomains turned on?
• www versus non-www issues
Pubcon Austin 2018: SEO Audits
@bhartzer
Canonical Issues
• Review canonical tags
• Not using canonical correctly
• Conflicting signals with canonical, others
• Canonical tags to help with dupe content
Pubcon Austin 2018: SEO Audits
@bhartzer
Use of Structured Data
• Taking advantage of Schema.org
• Not just for local addresses
• Reviews and Events
• Person, Place, Organization
• Products and Offers
Pubcon Austin 2018: SEO Audits
@bhartzer
Local Listings – Audit the listings
• Google My Business
• Bing Places for Business
• Yahoo! Local
Pubcon Austin 2018: SEO Audits
@bhartzer
Local Citations – Separate Audit
• Are citations correct?
• Same address, suite #, phone number?
Pubcon Austin 2018: SEO Audits
@bhartzer
Analysis Phase
• Analyze the Data
• Make Assumptions
• Make Recommendations
• Analyze the road
• Analyze the conditions…
Pubcon Austin 2018: SEO Audits
@bhartzer
Analysis Phase
• Analyze gathered data
• Look for Obvious Issues
• Look for Odd Data Points
• More notes!
Pubcon Austin 2018: SEO Audits
@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?
Pubcon Austin 2018: SEO Audits
@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/
Pubcon Austin 2018: SEO Audits
@bhartzer
Analyze Keyword Data, Rankings
• Look for keyword opportunities
Anything ranking on 2nd page?
• Review SEMRush Keyword Data
• Review GSC Search Analytics
Pubcon Austin 2018: SEO Audits
@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
Pubcon Austin 2018: SEO Audits
@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
Pubcon Austin 2018: SEO Audits
@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
Pubcon Austin 2018: SEO Audits
@bhartzer
Presentation Phase
• Present the Data
• Show the Results
• Make it look great!
• Action Plan
• Implementation Plan
Pubcon Austin 2018: SEO Audits
@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?
Pubcon Austin 2018: SEO Audits
@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
Pubcon Austin 2018: SEO Audits
@bhartzer
Finally – Additional Lists
• List of Priority Issues
• Present Action Plan for Implementing
Pubcon Austin 2018: SEO Audits
@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)
Pubcon Austin 2018: SEO Audits
@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
Pubcon Austin 2018: SEO Audits
@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
Pubcon Austin 2018: SEO Audits
@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
Pubcon Austin 2018: SEO Audits
@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
Pubcon Austin 2018: SEO Audits
@bhartzer
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
Pubcon Austin 2018: SEO Audits
@bhartzer

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Tips and Techniques for Performing an SEO Audit

  • 1. Pubcon Austin 2018: SEO Audits Tips and Techniques for an SEO Site Audit
  • 2. Pubcon Austin 2018: SEO Audits About Me • SEO Consultant, Hartzer Consulting • Blogger/Writer BillHartzer.com • Founder, DFWSEM Association (2004) • US Brand Ambassador, Majestic.com • The 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. Pubcon Austin 2018: SEO Audits Overview – SEO Audits • Before You Begin • Gather Data • Analyze • Present Results @bhartzer
  • 4. 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? Pubcon Austin 2018: SEO Audits @bhartzer
  • 5. 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 Pubcon Austin 2018: SEO Audits @bhartzer
  • 6. Google Search Console > Search Analytics > Pages Analysis What does Google think? Pubcon Austin 2018: SEO Audits @bhartzer
  • 7. Current rankings, Focus on Pages Ranking 5th to 20th Pubcon Austin 2018: SEO Audits @bhartzer
  • 8. Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad) Pubcon Austin 2018: SEO Audits @bhartzer
  • 9. Google Searches • site:domain.com • site:domain.com –site:www.domain.com • Click last page of SERPs to get page count Pubcon Austin 2018: SEO Audits @bhartzer
  • 10. Screaming Frog SEO Spider Adjust memory to crawl large site over 100k pages Pubcon Austin 2018: SEO Audits @bhartzer
  • 11. Compare: Pages Crawled vs Pages Indexed SERPS Redux bookmarklet, compare lists of URLs in MS Excel Pubcon Austin 2018: SEO Audits @bhartzer
  • 12. Integrity (aka Scrutiny) What it does: • Crawls site, reports redirects, 404 errors • Mac only, can find more site errors Pubcon Austin 2018: SEO Audits @bhartzer
  • 13. Siteliner.com Pubcon Austin 2018: SEO Audits @bhartzer
  • 14. Bing Webmaster Tools Pubcon Austin 2018: SEO Audits @bhartzer
  • 15. Bing Webmaster Tools • Spot issues to fix Pubcon Austin 2018: SEO Audits @bhartzer
  • 16. Pubcon Austin 2018: SEO Audits @bhartzer Google Search Console • Search Analytics • Structured Data • HTML Improvements • Search Traffic • Crawl Data
  • 17. SEMRush Site Audit Pubcon Austin 2018: SEO Audits @bhartzer
  • 18. Website Log Files • Weblog Storming, AwStats Pubcon Austin 2018: SEO Audits @bhartzer
  • 19. Website Log Files, Crawl & Analytics • OnCrawl combines all three Pubcon Austin 2018: SEO Audits @bhartzer
  • 20. Website Log Files, Crawl & Analytics • Deep Crawl combines all three, as well Pubcon Austin 2018: SEO Audits @bhartzer
  • 21. Audit Site Structure • Internal Link Structure • Manual Review of Site • URL Hierarchy • Grouping of Topics • GA: In-Page Analytics Pubcon Austin 2018: SEO Audits @bhartzer
  • 22. Run Sitebulb • Internal Link Structure • Review Silos • Review Content clusters • Other SEO audit issues Sitebulb.com Pubcon Austin 2018: SEO Audits @bhartzer
  • 23. 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/ Pubcon Austin 2018: SEO Audits @bhartzer
  • 24. Sample Cora SEO Software Results • Roadmap for keyword Pubcon Austin 2018: SEO Audits @bhartzer
  • 25. Gather Off-Site Data • It’s not all about on-site and on-page. Pubcon Austin 2018: SEO Audits @bhartzer
  • 26. Google Search Console Links Pubcon Austin 2018: SEO Audits @bhartzer
  • 27. Ahrefs Links Pubcon Austin 2018: SEO Audits @bhartzer
  • 28. Majestic.com Links Pubcon Austin 2018: SEO Audits @bhartzer
  • 29. Majestic.com Topic Review Pubcon Austin 2018: SEO Audits @bhartzer
  • 30. 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 Pubcon Austin 2018: SEO Audits @bhartzer
  • 31. Majestic Anchor Text Review Pubcon Austin 2018: SEO Audits @bhartzer
  • 32. WebPageTest.org • Page Performance Check: • Time to first byte • Compress images • Caching • Use of CDN • Waterfall Pubcon Austin 2018: SEO Audits @bhartzer
  • 33. Miscellaneous Data to Review • All sorts of extras Pubcon Austin 2018: SEO Audits @bhartzer
  • 34. Site Speed, DNS Health • Tools.Pingdom.com Pubcon Austin 2018: SEO Audits @bhartzer
  • 35. Site Speed Review – Google Analytics Pubcon Austin 2018: SEO Audits @bhartzer
  • 36. Robots.txt Issues • Default CMS file? • Disallowing wrong? • Using “allow”? • Not specifying sitemap.xml URL • Directives conflict with other signals Pubcon Austin 2018: SEO Audits @bhartzer
  • 37. Sitemap Issues • New pages not updated on sitemap • Multiple sitemap issues • No sitemap file? Pubcon Austin 2018: SEO Audits @bhartzer
  • 38. Subdomain Issues • Duplicate content? • Using subdomain rather than directory • Wildcard subdomains turned on? • www versus non-www issues Pubcon Austin 2018: SEO Audits @bhartzer
  • 39. Canonical Issues • Review canonical tags • Not using canonical correctly • Conflicting signals with canonical, others • Canonical tags to help with dupe content Pubcon Austin 2018: SEO Audits @bhartzer
  • 40. Use of Structured Data • Taking advantage of Schema.org • Not just for local addresses • Reviews and Events • Person, Place, Organization • Products and Offers Pubcon Austin 2018: SEO Audits @bhartzer
  • 41. Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local Pubcon Austin 2018: SEO Audits @bhartzer
  • 42. Local Citations – Separate Audit • Are citations correct? • Same address, suite #, phone number? Pubcon Austin 2018: SEO Audits @bhartzer
  • 43. Analysis Phase • Analyze the Data • Make Assumptions • Make Recommendations • Analyze the road • Analyze the conditions… Pubcon Austin 2018: SEO Audits @bhartzer
  • 44. Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes! Pubcon Austin 2018: SEO Audits @bhartzer@bhartzer
  • 45. 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? Pubcon Austin 2018: SEO Audits @bhartzer
  • 46. 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/ Pubcon Austin 2018: SEO Audits @bhartzer
  • 47. Analyze Keyword Data, Rankings • Look for keyword opportunities Anything ranking on 2nd page? • Review SEMRush Keyword Data • Review GSC Search Analytics Pubcon Austin 2018: SEO Audits @bhartzer
  • 48. 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 Pubcon Austin 2018: SEO Audits @bhartzer
  • 49. 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 Pubcon Austin 2018: SEO Audits @bhartzer
  • 50. 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 Pubcon Austin 2018: SEO Audits @bhartzer
  • 51. Presentation Phase • Present the Data • Show the Results • Make it look great! • Action Plan • Implementation Plan Pubcon Austin 2018: SEO Audits @bhartzer
  • 52. 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? Pubcon Austin 2018: SEO Audits @bhartzer
  • 53. 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 Pubcon Austin 2018: SEO Audits @bhartzer
  • 54. Finally – Additional Lists • List of Priority Issues • Present Action Plan for Implementing Pubcon Austin 2018: SEO Audits @bhartzer
  • 55. 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) Pubcon Austin 2018: SEO Audits @bhartzer
  • 56. 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 Pubcon Austin 2018: SEO Audits @bhartzer
  • 57. 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 Pubcon Austin 2018: SEO Audits @bhartzer
  • 58. 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 Pubcon Austin 2018: SEO Audits @bhartzer
  • 59. 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 Pubcon Austin 2018: SEO Audits @bhartzer
  • 60. 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 Pubcon Austin 2018: SEO Audits @bhartzer