SEO Audit Workshop: Framework, Techniques And Tools

Digital Marketing Webinar
SEO Audit Workshop : Framework ,
Technique and Tools
11th June , 2014 | Mohit Maheshwari
(CEO , NEW MEDIA GURU) www.newmediaguru.co.uk
www.digitalvidya.com

Speaker

•  About
Mohit
Maheshwari
(MD
-‐
NEW
MEDIA
GURU)

•  13+
years
in
the
Internet
and
Technology
Industry

•  Worked
with
clients
in
more
than
25+
countries

•  Clients
range
from
large
established
brands

to
agencies

and
start
ups
globally

•  Member
of
TiE
,
SEMPO
,
IAMAI

•  Member
NASSCOM
NPC
MarkeHng
team

•  AcHve
speaker
,
consultant

and
digital
enthusiast

•  About
NEW
MEDIA
GURU
www.newmediaguru.co.uk

•  Full
service
Digital
markeHng
agency
which
oﬀers
Web
SoluHons
(
CMS
,

Ecommerce
,
Custom
ApplicaHon
Development)

,
Mobile
app
development
,

Search
Engine
and
Social
Media

MarkeHng
services.

•  Team
of
85+
digital
professionals

•  Established

in
2007

in
London
with
primarily
UK
clients
to
begin
with

•  Presence
in
US
,
UK
,
Australia

and
clients
in
over
30+
countries

•  Selected
in
NASSCOM
OrbitshiV
program

•  Member
of
IAMAI
,MicrosoV
partner
network
(MPN
)
,
Amazon
ConsulHng

Partner
(APN)
,
Google
CerHﬁed
Adwords
Partner
,
SEMPO
member,
TiE

Agenda

1.
SEO
Audit
Process

2.
SEO
Audits
Tools

3.
SEO
Audit
ReporHng

4.
AcHonable
steps
from
SEO
audit

Some
pointers
for
Webinar

•  Webinar
is
being
recorded
and
will
be
available
on
Digital
Vidya

website
and
NEW
MEDIA
GURU’s
website
Newmediaguru.co.uk

Recording
will
be
available
in
2-‐3
days

•  Slide
deck
will
be
uploaded
on
Slideshare.net/mohiHnhere

•  It
is
impossible
to
include
all
tacHcs,

factors,
scenarios
we
usually

include
in
our
SEO
audits
in
a
30
minute
presentaHon.

•  SEO
audits
usually
take
1-‐2
hours
for
a
basic
level
audit
to
even
4-‐5

days
for
Mid
level
audits.

•  Advanced
SEO
audits
are
not
part
of
scope
of
this
webinar.

•  So
use
your
own
knowledge
and
do
indepth
R
and
D
before
coming
to

a
conclusion
for
your
website
or
specific
scenario.

•  SEO
is
a
dynamic
field
,
so
keep
yourself
updated
with
latest
news

•  Follow
up
on
this
presentaHon
via
twièr
@mohiHnhere

The
Iceberg

Image
credits:
Flicker

Surface

SEO

OR

ON
Page

Amplified

SEO

OR

Deep
SEO

S

E

O

S

T

R

A

T

E

G

Y

Technical

Content

Social

Links

•  Keyword

Research

•  Site
structure

•  Site
speed

•  Browser
and

Device

•  AnalyMcs

•  ANribuMon

Tracking

•  Trends
Report

•  Content
Themes

•  Audience
Survey

•  Blogging

•  Survey

•  Reports

•  Ebooks

•  Interviews

•  Whitepapers

•  DistribuMon

•  AmplificaMon

•  Virality

•  Influencer

•  Outreach

•  Contest

•  Channels-‐
G+

•  Earned
and
NOT

Built

•  Brand
keywords/
anchor
text

•  Campaign
driven

•  Votes

SEO
above

the
surface:

On
Page
SEO

•  Site
structure

•  Content

•  Title
,
Meta
etc

•  Site
speed

•  Code
cleaning

•  Internal
linking

•  Authorship

•  Schemas

•  Sitemaps

•  Site
errors

•  Server
errors

•  URL
structure

SEO
below

the
surface:

Oﬀ

Page
SEO

•  Link
building

•  Anchor
text

•  Keyword
density

•  Website

neighbourhood

•  Guest
posMng

•  ArMcle

•  Directory
submissions

•  Local
submissions

•  Press
Releases

OversimpliﬁcaHon

of
Modern
SEO

Are
NOT
So
Cute
if
YOU

SPAM
!!

SEO
AUDIT

Philosophy
,
Framework,
Tools
,
Process
,

Project
management

Why
do
you
need
SEO
Audit
?

•  SEO
audit
is
a
health
check
of
your

website

•  It
allows
you
to
discover
criHcal

issues
you
might
be
ignoring
or
not

aware
oﬀ

•  It
helps
in
managing
potenHal
risks

and
threats

•  It
helps
in
creaHng
an
acHon
plan

for
SEO
,
Risk
MiHgaHon
and
tweaks

in
strategy

•  Helps
in
sehng
priority

•  Creates
roadmap
for
Web

development
teams
,
SEO
,
Content

team
,
Social
team

Some
Recommended
tools
for
Site
Audit

Purpose

Tool

Site
crawling

Screaming
Frog
SEO
Spider
(
Free
and
paid)

Xenu’s
Link
Sleuth
(
Free
-‐Only
good
for
broken
links
reporHng)

Webmaster
,

Keywords
and

AnalyHcs

Google
AnalyHcs
,
Google
Websmaster
,
Bing
webmaster

Google
Adwords
Keyword
planner

Local
SEO
Audits
Getlisted
/
Moz
Local
(
CitaHons)

Whitespark
(
CitaHons)

Brightlocal
(
CitaHons)

Site
Performance

check

Pingdom
,
Gtmetrix
,
Yslow
,
New
Relic

SEO
On
page
Audits
Raven
Tools
,
Moz

Link
proﬁle
Audits
Moz
,
MajesHc
SEO
,
Raventools

CompeHtor
Audits
Moz
,
MajesHc
SEO
,
Raventools

Checklist
template
Anne
Cushings
Site
Audit
Check
list
(
make
your
own
custom
version
on

case
basis)

Tools
for
ReporHng
Excel
,
Word
,
Powerpoint

Screenshots

-‐
Jing
–
Free
,
SnagIt(
Paid)

Audit
Philosophy

•  Importance
of
check
lists
in

our
work

•  How
to
create
check
lists

(
one
pager
for
each
theme)

•  How
to
ensure
check
list

cross
link
and
co
relate

to

the
broader
objecHve

•  Process
to
creaHng
checklist

•  For
improving
what
you

learn

•  For
teaching
team
members,

educaHng
clients
,
other

partners

Checklist
in
acHon
via
PM
Tools

Anee
Cushing’s
-‐
Biggest
Site
Audit
Checklist

Create
your
own
version
–
based
on
case
by
case
needs

h`p://goo.gl/5HCxJK

SEO
Audit
Reports

•  SEO
Audit
report
preparaHon
Tips

•  Use
Screenshots
tools

-‐
Jing
(
Free)
,
Snagit(
paid)
,
Videos
recording

if

explaining
complicated

material
to
developer
sihng
outside
your
oﬃce

or
remotely
with
agency

•  Audit
items
should
be
grouped
themaHcally
for
easy
understanding

•  Technical

•  Link
Analysis

•  Content
and
Social
Analysis

•  CompeHtor
Analysis

•  Ensure
you
add
table
of
content

•  Interlink
the
document
and
cross
refer
with
the
excel
sheets
to
be
precise

•  Don’t
leave
things
open
to
interpretaHon.
Give
speciﬁc
examples
to
the

developer
where
need
be

•  Add
Excel
docs
as
SupporHng
document
with
the
main
report

•  Based
on
your
audit
outcome

,Create
a
Todo
list
sorted
by
priority
A
,
B
,

C
for
the
developer
and
Digital
MarkeHng

team
(
SEO
,
Content
,
Link

building
,
CitaHon
etc)

SEO
Audit
report
resources

Template
Website
Audit

Books

Danny
Dovers
SEO
book
–
SEO
secrets
h`p://goo.gl/m6e3LK

Checklist

template

1.  Anne
Cushings
Site
Audit
Check
list
(
make
your
own
custom

version
on
case
by
case
basis)
h`p://goo.gl/ULIq3b

2.  Technical
Site
Audit
checklist
h`p://goo.gl/sE8ywV

3.  Danny
Dovers
15
minutes
Audit
check
list

h`p://goo.gl/DhZ0zv

4. 
60
minute
SEO
checklist
h`p://goo.gl/O2Dt0b

SEO
audit
Case

study

AJ
Kohns
case
study
h`p://goo.gl/08NfMu

Main
document

template

Neil
Patel’s
Quicksprout
version
h`p://goo.gl/jBV8sd

NMG
Audit
report
templates

SEO
Audit
Report
:
Master
Document

NMG
Audit
report
templates

SEO
ImplementaHon
schedule
:
PrioriHzed

NMG
Audit
report
templates

Analysis
Sheet
:
SupporHng
documents

SEO
AUDIT

ExecuHng
the
Audit

Technical
Audit

Accessibility,
Indexability,

On
page
Factors
,
Penalty
check

Link
Proﬁle
Audit

Oﬀ
page
Factors

Content
+
Social

Audit

CompeHtor
Audit

SEO
AUDIT

Technical
Audit
Checkpoints

Areas
Website
Audit

Technical
Audit
•  Accessibility

•  Site
Performance

•  Index
ability

•  Search
Engine
Penalty

SemanHc

Audit
•  Content
Analysis

•  Link
Analysis

CompeHtor

Audit

•  Link
Graph

•  Type
and
No.
of
links

•  Link
Authority

•  Nature
of
links
(Built
or
Earned)

Ensuring
Site
Accessibility

•  Robots.txt

•  Check
if
it’s
there
?

•  Is
it
opHmized
?

For
more
info:

robotstxt
.org

Google
Robots.txt
Guide

What
is
Robots.txt?

Ensuring
Site
Accessibility

•  Robots
Meta
tags

•  Check
if
it’s
there
?

•  Is
it
placed
properly
?

Ensuring
Site
Accessibility

•  H`p
Status
Code

Always
inventory
site’s
redirecHon
techniques.

Use
301
ONLY

-‐
NO
302
HTTP
Redirects

5
Common
HTTP
ERRORS

•  HTTP
ERROR
500
(Internal
Server
Error)

•  HTTP
ERROR
403
(Forbidden)

•  HTTP
ERROR
404
(
Not
Found)

•  HTTP
ERROR
400
(Bad
Request)

•  HTTP
ERROR
401
(Unauthorized)

Tools:
Google
Webmaster,
Screaming
frog,
Xenu

Ensuring
Site
Accessibility

•  Sitemap

•  Is
the
Sitemap
a
well-‐formed
XML
document?
Does
it
follow
the

Sitemap
protocol?

•  Has
the
Sitemap
been
submi`ed
to
your
webmaster
tools
accounts?

•  Did
you
ﬁnd
pages
in
the
site
crawl
that
do
not
appear
in
the

Sitemap?

•  Are
there
pages
listed
in
the
Sitemap
that
do
not
appear
in
the
site

crawl?

More
Info:
What
is
Sitemap

Sitemap
Tools:

Xenu,
Screaming
frog,
www.xml-‐sitemaps.com

Ensuring
Site
Accessibility

•  Website
Architecture

•  Is
it
user
friendly?

•  No.
of
clicks
to
reach
important
pages
?

•  Are
NavigaHonal
links
are
easily
accessible
to
user
?

•  Is
site
navigaHon
built
using
ﬂash
or
Javascript
?

More
Info:
Importance
of
link
architecture

Tools:

*GA:
Behavior
>
Site
Content
>
Content
Drilldown

**BWT:
Reports
&
Data
>
Index
Explorer

*Google
AnalyHcs,
**
Bing
Webmaster
Tool

Ensuring
Site
Accessibility

•  Site
Performance

•  Google
Page
Speed

•  Pingdom

•  Gtmetrix

•  Advanced
Tool:

•  New
Relic

Checking
Indexability

•  Site:command

•  Index
Sanity
check

•  Page
Searches

•  Brand
Searches

•  Search
Engine
Penalty

Checking
Indexability

•  Site:Command
(
1000
Z
view)

•  It
is
a
rough
esHmate

• 
EsHmated
index
count
can
help
idenHfy
one
of
three
scenarios:

•  The
index
and
actual
counts
are
roughly
equivalent

•  The
index
count
is
significantly
smaller
than
the
actual
count

•  The
index
count
is
significantly
larger
than
the
actual
count

•  If
you
suspect
a
duplicate
content
issue,
append
"&start=990"
to
the
end
of
the
URL
in
your

browser
and
then,
look
for
Google's
duplicate
content
warning
at
the
boòm
of
the
page.
The

warning
message
will
look
similar
to
this:

.

Checking
Indexability

•  Index
Sanity
check
(100
Ft
view)

•  We
need
to
make
sure
the
search
engines
are
indexing
the
site's
most

important
pages.

•  Page
searches

•  search
for
a
speciﬁc
page's
URL
to
check
if
it
is

indexed:

•  If
you
don't
ﬁnd
the
page,
double
check
its
accessibility.
If
the
page

is
accessible,
you
should
check
if
the
page
has
been
penalized.

•  Brand
Searches

Check
and
Resolve
Search
Engine
Penalty
(if
any)

•  Check
for
search
engine
penalHes

•  On
Page
Ranking
Factors

•  Oﬀ
Page
Ranking
Factors

Check
for
Penalty

If
your
site
is
penalized

don’t
be
scared

Check
for
Penalty

Fix
the
Site's
Penalized
Behavior

Check
for
Search
Engine
Penalty

1. Make
Sure
You've
Actually
Been

Penalized

2. IdenHfy
the
Reason(s)
for
the

Penalty

3. Fix
the
Site's
Penalized
Behavior

4. Request
ReconsideraHon

Check
for
Penalty

•  Make
Sure
You've
Actually
Been
Penalized

•  Google
AnalyMcs:

•  Google
Webmaster:
If
you
see
something
likewise
this,
there
is
some

issue.

•  Also
check
webmaster
message
as
well.

Check
for
Penalty

•  IdenHfy
the
Reason(s)
for
the
Penalty

Helpful
Tool
:
Panguin
Tool
2.0
by
Barracuda
Digital

hFp://goo.gl/10BL1i

Check
for
Penalty

•  Take
a
deep
dive
on
what
type
of
penalty
is

applied
on
your
website

(Check
On
page
+
Oﬀpage
factor)

•  Few
Usual
Suspects

•  Unnatural
Links
–
Penguin

•  Panda

•  User
Generated
Content
spam

•  Paid
links
in
advertorials
and
perhaps
elsewhere

•  Paid
links
in
the
form
of
discount
oﬀers

•  Selling
links
to
other
websites

•  Cloaking

•  Doorway
pages

Check
for
Penalty

•  Request
ReconsideraHon

“Google
wants
to
see
you
have
made
genuine
eﬀorts
to
liS
penalty!”

Google
doc
tracking
all
eﬀorts
and

giving
report
to
Google
at

ReconsideraHon
stage

Submit
your
case
with
proper

explanaHon:
(Example
email)

On
Page
Ranking
Factors

•  URLs

•  URL
based
duplicate
content

•  Content
(
plus
check
for)

•  InformaHon
Architecture

•  Keyword
Cannibalism

•  Duplicate
Content

•  HTML
Markup

•  Titles

•  Meta
DescripHons

•  Other
<head>
Tags

•  Images
–
should
contain
descripHve
name
along
with
Alt
and

Htle
tag.

•  Outlinks
–
No.
of
outbond
links
to
other
website

•  Other
<body>
Tags
–
like
Heading
tag

On
Page
Ranking
Factors

•  Tools
to
check
and
resolve
on
page
issues

Name
Website

MOZ
Moz.com

Screaming
Frog

www.screamingfrog.co.uk/seo-‐spider/

Google
Webmaster
tool
h`ps://www.google.com/webmasters/
tools/

Site
Liner
siteliner.com

Google
Page
Speed
h`ps://developers.google.com/speed/
pagespeed/insights

MajesHc
SEO
majesHcseo.com

Google
AnalyHcs
h`p://www.google.com/analyHcs/

Schema
Validator
Schema
Validator

Raven
tools
raventools.com

On
Page
Ranking
Factors

•  Resolving
issues
and
tracking
:
MOZ
,
GWT
,Raven

Other
Pro
Tips
(
General)

•  Check
domain
expiry
and
if
it’s
<1
year,
we
recommend
it
to

book
for
next
10
years

•  Check
what
sort
of
plugins
are
there,
if
some
important

plugins
are
missing
recommend
those
to
developer

•  Check
what
backup
plan
is
there
in
case
of
virus
aàck
or

hacking
aèmpt,
in
case
it’s
not
available
recommend
it
to

developer

•  Check
website
hosHng
and
recommend
some
beèr
hosHng

soluHons
like
AWS
or
some
other
cloud
hosHng
provider

•  In
Ecommerce
recommend
a
cart
abandonment
email

soluHon.

Oﬀ
Page
Ranking
Factors

•  Popularity

•  Trustworthiness

•  Backlink
Proﬁle

•  Authority

•  Social
Engagement

•  CitaHon
–
Local
SEO

Oﬀ
Page
Ranking
Factors

•  Analyze
Links
:
MOZ
,
GWT
,
Ahrefs
,
Raven
Tools

Off
Page
Ranking
Factors

•  Anchor
text
distribuHon
:
Tool
Ahrefs

•  Keep
Dollar
keyword
%
age
less
and
brand
keyword
significantly
higher

in

Anchor
text.
Use
Co
CitaHon

•  Ensure
the
link
profile
has
no
follow
links
and
not
just
do
follow

CompeHHve
Analysis

•  Compare
your
link
profile

with
CompeHtors
Link
Profile

Complete
details
on
this
method
on
this
post

:
Link
Profile
Tool

CompeHtor
link
analysis
:
OSE

CitaHon
Building
and
Tracking

Why
Do
You
Need
Content
Audit?

A
content
audit
will
help

you
collect
informaHon

you
need
to:

•  Review
current

informaHon
architecture

(site
structure,
navigaHon

systems)

•  Website
InformaHon

architecture
for
new

design

•  Develop
your
content

matrix

Image
courtesy
:
DisHlled

How
to
Perform
a
Content
Audit

Step
1
-‐
Get
list
of
your
webpages

Extract
a
report
from
your
CMS
(
if
feature
available).

You
may
be
able
to
collect
extra
informaHon
about
each
page,

like
the
metadata
(page
Htle,
keywords),
Heading
tags,
Image
alt

tag,
canonical
url
etc.

If
CMS
does
not
support
,
you

could
use
one
of
these
free

tools
to
crawl
your
site

(
limitaHons
apply)
:

Screaming
Frog
(
Paid)

Xenu
Link
Sleuth
(Windows)

How
to
Perform
a
Content
Audit

Step
–
2
Create
a
spreadsheet
with
all
of
your
data.

A
few
good
things
to
add
to
your
spreadsheet
include:

•  Date
of
the
audit

•  Title
of
the
content

•  Category

•  Keywords
and
audience

•  Timely
or
evergreen

•  Needs
changing

•  Traﬃc

•  Social
popularity

•  URL

•  Author

How
to
Perform
a
Content
Audit

Step
3:
Collect
Traﬃc
and
Conversion
Data

Add
a
few
extra
columns
at
the
end
to
accommodate
the
following
(
from
GWT)
:

1.  Impressions

2.  Clicks

3.  Click-‐Through
Rate

4.  If
available,
Average
rank.

Bonus
Metrics
(
from
GWT
and
GA)
:

•  Top
3
referring
(non
branded)
keywords
for
each
page

•  Bounce
Rate,
Exit
Rate,
or
Time
on
Page.

•  Unique
Page
Views
–
With
this,
you’ll
idenHfy
pages

which
visitors
are
acHvely
consuming,
regardless

of
source.

Tools
used
–
Google
AnalyMcs,
Google
Webmaster

How
to
Perform
a
Content
Audit

Step
4
–
Detect
Duplicate
content
(internal)

Tool
Name
Website

SEOmoz

Crawl
Test
Moz.com

Screaming
Frog:
Hash

(Apply
condiHonal

formahng
to
column
to

catch
duplicates)

www.screamingfrog.co.uk/seo-‐spider/

GWT
For
HTML
improvement
–
Duplicate

Htles
,
Long
Htles
etc

DMCA
,
Copyscape
DMCA,
Copyscape
-‐
Content
protecHon

(
external)

Siteliner
Detects
internal
duplicate
content

How
to
Perform
a
Content
Audit

Step
5
-‐
Study
CompeMtors

Take
a
deep
dive
into
your
compeHtors'
content
assets
to

do
a
side-‐by-‐side
comparison.

•  Where
are
the
content
gaps?

•  Which
content
assets
are
they
targeHng
the
same

audience
with?

•  How
is

their
content
be`er
?

Tools
used
-‐
MajesHcSEO,
Ahrefs,
or
Open
Site
Explorer

Ways
to
Get
More
From
Your
Top
Content

•  Repurpose
top
content

-‐

–  Ebook
to
Blog
,
Blog
to
ebook

–  Blog
to
Info
graphic

–  Whitepaper
to
Videos

–  Videos
to
blogpost

•  Update
top
content

–  Make
it
latest
,
fresh
,
integrate
social
interacHon
/
cha`er

•  SEO
opHmize
top
content

•  Conversion
opHmize

–  Call
to
acHon
,
forms
,
Phone
no.
,
email
newsle`er

subscripHon

+

The

Iceberg

Check
out

Slides

hNp://goo.gl/yXrjsh

Video
-‐
hNp://goo.gl/7xmgkR

Thank
You

Mohit
Maheshwari

mohit@newmediaguru.co.uk

www.facebook.com/newmediaguru

@new_media_guru

@mohiHnhere

h`p://in.linkedin.com/in/mohiHnhere

www.newmediaguru.co.uk

www.digitalvidya.com
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