Everyday we are documenting and writing up JIRA tickets, talking with developers or clients, sending emails, submitting bugs, creating SEO recommendations, and much more. So what do business owners, clients, product teams and IT actually care about? Dave walks through his years of working in the agency, in-house and consulting spaces to help you get the most out of your time spent digging and doing various explainers and writeups.
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Managing Director - Dave Rohrer, YAHOO
1. KEYNOTE
Dave Rohrer
DIRECTOR OF AUDIENCE MANAGEMENT
YAHOO!
Creating Actionable
SEO Deliverables
CHICAGO, IL ~ MAY 3 - 4, 2023
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
3. THIS IS A SLIDE TITLE, Yes the session description too!
Everyday we are documenting and writing up JIRA tickets, talking with developers or
clients, sending emails, submitting bugs, creating SEO recommendations, and much
more. So, what do business owners, clients, product teams and IT care about? Dave
walks through his years of working in the agency, in-house and consulting spaces to
help you get the most out of your time spent digging and doing various explainers and
writeups.
◦ Take away:
▫ Focusing on what matters for partners and clients
▫ Deliverable examples for Content Audit and Technical Audit you can use.
▫ A dive into metrics and data points to reference when showing wins or trying to get buy-in.
◦ Quick Review Over!
Digimarcon Chicago w/ @daver 3
5. Digimarcon Chicago w/ @daver 5
Integrating SEO within the Product Triangle via Aleyda Solis
https://www.aleydasolis.com/en/search-engine-optimization/seo-product-triangle/
6. Digimarcon Chicago w/ @daver 6
5 examples of product-led SEO via Kevin Indig
https://www.kevin-indig.com/5-examples-of-product-led-seo/
7. Digimarcon Chicago w/ @daver 7
Product-Led SEO, Book by Eli Schwartz
https://www.elischwartz.co/book
8. What is your plan?
Digimarcon Chicago w/ @daver 8
10. Goals Strategic Initiatives Tactics
1.Organic page
1 for X, Y, and
Z
2.Increase lead
volume by X%
3.Content
related
4.Social Media
related
Dave’s Goals: Increase Organic Leads X% & Site Conversion by X%
Conversion Strategy
SEO Strategy
Social Media Strategy
Content Strategy
1. Specific Tactic 1
2. Specific Tactic 2
3. Specific Tactic 3
4. Specific Tactic 4
1. Specific Tactic 1
2. Specific Tactic 2
3. Specific Tactic 3
4. Specific Tactic 4
1. Specific Tactic 1
2. Specific Tactic 2
3. Specific Tactic 3
4. Specific Tactic 4
1. Specific Tactic 1
2. Specific Tactic 2
3. Specific Tactic 3
4. Specific Tactic 4
11. 2. Education
What are you selling?
What does your internal audience(s) know about it?
12. Who knows what? How much does each group/person know?
Digimarcon Chicago w/ @daver 12
SEO PPC
Int/Ext
Writers
Creative or
Design
Analytics or
Data
C Suites
Social
Media
Legal or
Security
Developers Marketing IT ETC….
13. Personalize Training for Each Group
Digimarcon Chicago w/ @daver 13
o What parts of the site/CMS does a group care about? i.e., Blog,
Checkout, Content, etc.
o How technical is that group?
o What content sections of the site are important?
o Who from each group should get a training?
o How deep down the rabbit hole is enough, but not too much?
o How often does this need to happen? Once? Once a year? Once a
quarter?
14. First Some Questions for You Before You Start:
Digimarcon Chicago w/ @daver 14
Always ask these ahead of getting a
project started:
o What could go wrong?
o Is there a required due date?
o What do you think will really go
wrong?
o Is your schedule aggressive but
realistic?
o What or how do you plan to
manage all the moving parts?
o Have you talked to all the people
you need? Really all the people?
18. People & Teams
SEO PPC
Int/Ext
Writers
Creative or
Design
Analytics or
Data
C Suites
Social
Media
Legal or
Security
Developers Marketing IT ETC….
Digimarcon Chicago w/ @daver 18
21. All the Bosses
Digimarcon Chicago w/ @daver 21
o Who are the decision makers that can make your project happen (in
and out of company)
o Who are the people that control the resources, people or budget
that can help your project?
o Who could stand to gain from your project? Think big and wide.
22. Digimarcon Chicago w/ @daver 22
E99 – How to Sell Your Project to Leadership
https://www.businessof.digital/podcast/e99/
23. 4. Align Goals
Often overlooked, but aligning goals can save a project
down the road.
24. Align Goals - Stakeholders
Digimarcon Chicago w/ @daver 24
25. Align Goals – Do They Line Up?
Digimarcon Chicago w/ @daver 25
26. Align Goals – From Top Down (SEO Example)
Digimarcon Chicago w/ @daver 26
27. Align Goals – From Top Down (PPC Example)
Digimarcon Chicago w/ @daver 27
28. Align Goals – From Top Down (Product Example)
Digimarcon Chicago w/ @daver 28
29. Goals Strategic Initiatives Tactics
1.Organic page
1 for X, Y, and
Z
2.Increase lead
volume by X%
3.Content
related
4.Social Media
related
Dave’s Goals: Increase Organic Leads X% & Site Conversion by X%
Conversion Strategy
SEO Strategy
Social Media Strategy
Content Strategy
1. Specific Tactic 1
2. Specific Tactic 2
3. Specific Tactic 3
4. Specific Tactic 4
1. Specific Tactic 1
2. Specific Tactic 2
3. Specific Tactic 3
4. Specific Tactic 4
1. Specific Tactic 1
2. Specific Tactic 2
3. Specific Tactic 3
4. Specific Tactic 4
1. Specific Tactic 1
2. Specific Tactic 2
3. Specific Tactic 3
4. Specific Tactic 4
30. Metrics & Goals + Align W/ Biz =
Digimarcon Chicago w/ @daver 30
33. Kickoff Meeting - Rules of Engagement aka Tug of War BEGINS
Digimarcon Chicago w/ @daver 33
34. Kickoff Meeting - Goals
Digimarcon Chicago w/ @daver 34
Same Page
Sponsor or Contact’s
Goals
Business Goals Resourcing
35. Kickoff Meeting – New Project
Digimarcon Chicago w/ @daver 35
1. The same things from your
Internal Kickoff
1. Who, what where for
meetings
2. Internal and External
Resources
3. Goals
2. Talk through project and scope
3. What branding is to be
followed?
1. Are there brand guidelines?
4. How often are reports due?
Monthly? Weekly? Yearly?
5. Who all has final say?
6. Who owns stake holder
relationships?
7. Who is sending out internal
communications?
8. What teams are involved?
1. Dev?
2. Paid Search?
3. Legal?
9. Do you have access to tools, data,
resources?
10.Establish ongoing meeting
schedule and Next Steps.
36. Meetings - They Will Keep Happening
Digimarcon Chicago w/ @daver 36
47. R&R - Rankings & Shelf Space
Digimarcon Chicago w/ @daver 47
Page 1
o 2 of 5 images
o 4 of 9 listings
Page 2
o 6 of 10 listings
Breakdown:
o My Sites - 4 (3 sites)
o Conferences - 2
o Social/Profile Sites - 4
48. R&R - Rankings & Shelf Space Report
Digimarcon Chicago w/ @daver 48
49. R&R – How to Create Rankings & Shelf Space Report
Digimarcon Chicago w/ @daver 49
How to do it:
o Select a decent set of keywords. Min 100
o Pick 2-4 Competitors
o Break into Products, Services, Categories, Business Lines, Something. Min
10-20
o Monitor rankings at least 1-2 times a week, average them for month
o Display it over time in some manner!
50. R&R - Just always remember this with deliverables and reporting.
Digimarcon Chicago w/ @daver 50
So what? Via https://twitter.com/pjhfusco
53. Do You Need an Audit? And if so, what kind and how deep?
Give this a read if you are
thinking of blindly doing an
audit every month, quarter
and in some cases every
year -
https://newsletter.seomba.
com/p/lets-never-talk-
about-seo-audits
Think about why and what
you are doing.
What is the goal? Are
there known issues?
Digimarcon Chicago w/ @daver 53
54. Measure everything.
Determine what scales but more importantly, what matters.
Below is a great example from https://bertiecharlton.com/rethinking-technical-seo-audits/ which
you should also fully read.
Scale
10,000 out of 1,000,000 pages (1%) have missing page titles.
Performance
10,000 pages with missing page titles make up 20% of all organic traffic.
Opportunity
10,000 pages with missing page titles rank for keywords making up 35% of the search volume
for all keywords found in Search Console.
What adds value? What scales? What aligns and will help you and other
teams hit their goals?
Now apply this to your deliverable. Digimarcon Chicago w/ @daver 54
55. Just always remember this with deliverables and reporting.
Digimarcon Chicago w/ @daver 55
56. Why SEO Processes Fail?
Data and research of 500+ responses via @aleyda at https://www.aleydasolis.com/en/search-
engine-optimization/how-to-winning-seo-website-audit-growth/
Digimarcon Chicago w/ @daver 56
59. Focus on Your Self
Digimarcon Chicago w/ @daver 59
They say, "don't blame these kids, just focus on yourself, Ren"
(Ooh)
https://www.youtube.com/watch?v=6_hnhVDtzTY
61. K.I.S.S - Checklists
Only 70 or so items here! https://www.distilled.net/technical-seo-audit-checklist/
Over 180 items from
https://docs.google.com/spreadsheets/d/1SPBUSPpz43PeYY0C
jv2mUVuo5oReDclyIuoRcyZdsSw/edit#gid=1234651138
Digimarcon Chicago w/ @daver 61
62. Maybe Not so Simple?
242 items from https://andydrinkwater.com/seo-audit-
checklist/
This is a long combo checklist I started some years (don’t actively use) with well over 250
items and growing.
Digimarcon Chicago w/ @daver 62
63. More Resources aka Examples
Digimarcon Chicago w/ @daver 63
Resources:
o List of resources -
https://learningseo.io/execute-
seo/seo-audits-recommendations/
o Technical Audit for Humans -
https://docs.google.com/spreadsheet
s/d/1s3qFVyQHNoKxdPFZX0KNwfpj
10UjlsWQJhkmE-
9dM7s/edit#gid=1103542176
o Audit checklist from Distilled -
https://www.distilled.net/technical-
seo-audit-checklist/
o Annie’s great checklist -
https://www.annielytics.com/reso
urces/annielytics-site-audit-
checklist/
o WordPress checklist -
https://docs.google.com/spreads
heets/d/1SPBUSPpz43PeYY0Cj
v2mUVuo5oReDclyIuoRcyZdsS
w/edit#gid=1234651138
o Checklist by iQ SEO -
https://docs.google.com/spreads
heets/d/1XbUesSJsMQrg3Jwg2I
oFvWAnzVuJJtSOZlqWlmbcJPo
/edit#gid=1934022618
64. My Technical Audit Tips
Digimarcon Chicago w/ @daver 64
Tips:
o Focus on what is wrong.
o Ignore what is correct or working.
o Focus on Scale.
o Prioritize each item.
o Always QA fixes.
o PPT, checklist, Word, on the fly – do what makes sense for you but I
recommend that at least some documentation is best (even if it is just you).
o Dust off an audit 3 or 6 months later. What is still broken? What is broken
again? What new issues have been revealed?
o Pick the format that works for you and your “client”. Client can be a CMO,
business owner, your boss, developer, CTO, client, multiple people @ your
client, etc..
o So what?
66. Goals & Reasons
Digimarcon Chicago w/ @daver 66
What is your goal aka why are you doing this?
o New client/job and want to understand what is on the site.
o New client/job and want to understand what is working.
o Doing a redesign/site move and want to clean things up.
o PURGE ALL THE THINGS.
67. Tool Box
Digimarcon Chicago w/ @daver 67
What you will need:
o Crawler – Screaming Frog, Sitebulb, Lumar, Botify, OnCrawl (and
there are many more out there) - I love Xenu but not for this.
o Excel. Sorry, Google Sheets is just for sharing when done unless
you have a tiny site.
o Analytics access – GA or whatever you have.
o Google Search Console. No excuses.
o Google Search Console scraper/API tool – there are a few out there
depending on your budget
o Link Tool – Majestic, SEMrush, Ahrefs all work great.
o Elbow grease and lots of RAM on your computer if you have a huge
site.
68. Content Audit Examples
Digimarcon Chicago w/ @daver 68
o Orbit Media’s Checklist & Template -
https://www.orbitmedia.com/blog/website-content-audit/
o Ashley Segura (of TopHatRank) gives step by step directions -
https://www.searchenginejournal.com/on-page-seo/content-
audit-checklist/
o Nielsen Norman Group’s template -
https://www.nngroup.com/articles/content-audits/
o Google Sheets Template from Distilled -
https://www.distilled.net/resources/content-audit-template/
o Multiple ways to content audit via Wordstream -
https://www.wordstream.com/blog/ws/2021/08/10/content-audit
o Great breakdown but template is behind a form -
https://terakeet.com/blog/content-audit/
o WEBRIS - https://webris.org/content-audit/
69. My Audit & Process
Digimarcon Chicago w/ @daver 69
70. My Audit & Process - Breakdown
Digimarcon Chicago w/ @daver 70
o Basics – URL, Page Status (200, 301, 404)
o Page Type
o Subfolder
o Notes
o Keyword Assignment
o Metas
o GSC
o Internal Links
o External Links
o GSC – Visit Data
o GSC - Inspection
o GA
71. What I think of a Content Audit:
Digimarcon Chicago w/ @daver 71
73. • Once was a web developer.
• Spent 10+ years in-house
and 10+ years at agencies
• I have worked with many
Internet Retailer 500 and
Fortune 100 businesses.
• I have helped many startups
and businesses get started
with SEO and PPC.
• Every company I have
worked for has been bought
or spun off (yes really).
• That is a photo of my boss –
he is ~9 now.
Who Is Dave Rohrer