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SEO Audit Workshop : Frameworks , Techniques and Tools

  1. by Mohit Maheshwari
  2. 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 Marketing team • Active speaker , consultant and digital enthusiast • About NEW MEDIA GURU • Full service Digital marketing agency which offers Web Solutions ( CMS , Ecommerce , Custom Application Development) , Mobile app development , Search Engine and Social Media Marketing 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 Orbitshift program • Member of IAMAI ,Microsoft partner network (MPN ) , Amazon Consulting Partner (APN) , Google Certified Adwords Partner , SEMPO member, TiE
  3. Agenda 1. SEO Audit Process 2. SEO Audits Tools 3. SEO Audit Reporting 4. Actionable steps from SEO audit
  4. Some pointers for Webinar • Webinar is being recorded and will be available on Digital Vidya website and NEW MEDIA GURU’s website Recording will be available in 2-3 days • Slide deck will be uploaded on • It is impossible to include all tactics, factors, scenarios we usually include in our SEO audits in a 30 minute presentation. • 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 presentation via twitter @mohitinhere
  5. The Iceberg Image credits: Flicker
  6. 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 • Analytics • Attribution Tracking • Trends Report • Content Themes • Audience Survey • Blogging • Survey • Reports • Ebooks • Interviews • Whitepapers • Distribution • Amplification • Virality • Influencer • Outreach • Contest • Channels- G+ • Earned and NOT Built • Brand keywords/ancho r text • Campaign driven
  7. 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 posting • Article • Directory submissions • Local submissions • Press Releases Oversimplification of Modern SEO
  8. The Cute people
  9. Are NOT So Cute if YOU SPAM !!
  10. SEO AUDIT Philosophy , Framework, Tools , Process , Project management
  11. Why do you need SEO Audit ? • SEO audit is a health check of your website • It allows you to discover critical issues you might be ignoring or not aware off • It helps in managing potential risks and threats • It helps in creating an action plan for SEO , Risk Mitigation and tweaks in strategy • Helps in setting priority • Creates roadmap for Web development teams , SEO , Content team , Social team
  12. 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 reporting) Webmaster , Keywords and Analytics Google Analytics , Google Websmaster , Bing webmaster Google Adwords Keyword planner Local SEO Audits Getlisted / Moz Local ( Citations) Whitespark ( Citations) Brightlocal ( Citations) Site Performance check Pingdom , Gtmetrix , Yslow , New Relic SEO On page Audits Raven Tools , Moz Link profile Audits Moz , Majestic SEO , Raventools Competitor Audits Moz , Majestic SEO , Raventools Checklist template Anne Cushings Site Audit Check list ( make your own custom version on case basis) Tools for Reporting Excel , Word , Powerpoint Screenshots - Jing – Free , SnagIt( Paid)
  13. 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 objective • Process to creating checklist • For improving what you learn • For teaching team members, educating clients , other partners
  14. Checklist in action via PM Tools
  15. Anee Cushing’s - Biggest Site Audit Checklist
  16. Create your own version – based on case by case needs
  17. SEO Audit Reports • SEO Audit report preparation Tips • Use Screenshots tools - Jing ( Free) , Snagit( paid) , Videos recording if explaining complicated material to developer sitting outside your office or remotely with agency • Audit items should be grouped thematically for easy understanding • Technical • Link Analysis • Content and Social Analysis • Competitor 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 interpretation. Give specific examples to the developer where need be • Add Excel docs as Supporting 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 Marketing team ( SEO , Content , Link building , Citation etc)
  18. SEO Audit report resources Template Website Audit Books Danny Dovers SEO book – SEO secrets Checklist template 1. Anne Cushings Site Audit Check list ( make your own custom version on case by case basis) 2. Technical Site Audit checklist 3. Danny Dovers 15 minutes Audit check list 4. 60 minute SEO checklist SEO audit Case study AJ Kohns case study Main document template Neil Patel’s Quicksprout version
  19. NMG Audit report templates SEO Audit Report : Master Document
  20. NMG Audit report templates SEO Implementation schedule : Prioritized
  21. NMG Audit report templates Analysis Sheet : Supporting documents
  22. SEO AUDIT Executing the Audit
  23. Technical Audit Accessibility, Indexability, On page Factors , Penalty check Link Profile Audit Off page Factors Content + Social Audit Competitor Audit SEO AUDIT
  24. Technical Audit
  25. Technical Audit Checkpoints Areas Website Audit Technical Audit • Accessibility • Site Performance • Index ability • Search Engine Penalty Semantic Audit • Content Analysis • Link Analysis Competitor Audit • Link Graph • Type and No. of links • Link Authority • Nature of links (Built or Earned)
  26. Ensuring Site Accessibility • Robots.txt • Check if it’s there ? • Is it optimized ? For more info: robotstxt .org Google Robots.txt Guide What is Robots.txt?
  27. Ensuring Site Accessibility • Robots Meta tags • Check if it’s there ? • Is it placed properly ?
  28. Ensuring Site Accessibility • Http Status Code Always inventory site’s redirection 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
  29. Ensuring Site Accessibility • Sitemap • Is the Sitemap a well-formed XML document? Does it follow the Sitemap protocol? • Has the Sitemap been submitted 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,
  30. Ensuring Site Accessibility • Website Architecture • Is it user friendly? • No. of clicks to reach important pages ? • Are Navigational links are easily accessible to user ? • Is site navigation built using flash or Javascript ? More Info: Importance of link architecture Tools: *GA: Behavior > Site Content > Content Drilldown **BWT: Reports & Data > Index Explorer *Google Analytics, ** Bing Webmaster Tool
  31. Ensuring Site Accessibility • Site Performance • Google Page Speed • Pingdom • Gtmetrix • Advanced Tool: • New Relic
  32. Checking Indexability • Site:command • Index Sanity check • Page Searches • Brand Searches • Search Engine Penalty
  33. Checking Indexability • Site:Command ( 1000 ft view) • It is a rough estimate • Estimated index count can help identify 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 bottom of the page. The warning message will look similar to this: .
  34. 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
  35. Check and Resolve Search Engine Penalty (if any) • Check for search engine penalties • On Page Ranking Factors • Off Page Ranking Factors
  36. Check for Penalty If your site is penalized don’t be scared
  37. Check for Penalty Fix the Site's Penalized Behavior
  38. Check for Search Engine Penalty 1. Make Sure You've Actually Been Penalized 2. Identify the Reason(s) for the Penalty 3. Fix the Site's Penalized Behavior 4. Request Reconsideration
  39. Check for Penalty • Make Sure You've Actually Been Penalized • Google Analytics: • Google Webmaster: If you see something likewise this, there is some issue. • Also check webmaster message as well.
  40. Check for Penalty • Identify the Reason(s) for the Penalty Helpful Tool : Panguin Tool 2.0 by Barracuda Digital
  41. 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
  42. Check for Penalty • Request Reconsideration “Google wants to see you have made genuine efforts to lift penalty!” Google doc tracking all efforts and giving report to Google at Reconsideration stage Submit your case with proper explanation: (Example email)
  43. On Page Ranking Factors • URLs • URL based duplicate content • Content ( plus check for) • Information Architecture • Keyword Cannibalism • Duplicate Content • HTML Markup • Titles • Meta Descriptions • Other <head> Tags • Images – should contain descriptive name along with Alt and title tag. • Outlinks – No. of outbond links to other website • Other <body> Tags – like Heading tag
  44. On Page Ranking Factors • Tools to check and resolve on page issues Name Website MOZ Screaming Frog Google Webmaster tool Site Liner Google Page Speed peed/insights Majestic SEO Google Analytics Schema Validator Schema Validator Raven tools
  45. On Page Ranking Factors • Resolving issues and tracking : MOZ , GWT ,Raven
  46. 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 attack or hacking attempt, in case it’s not available recommend it to developer • Check website hosting and recommend some better hosting solutions like AWS or some other cloud hosting provider • In Ecommerce recommend a cart abandonment email solution.
  47. Off Page Ranking Factors • Popularity • Trustworthiness • Backlink Profile • Authority • Social Engagement • Citation – Local SEO
  48. Off Page Ranking Factors • Analyze Links : MOZ , GWT , Ahrefs , Raven Tools
  49. Off Page Ranking Factors • Anchor text distribution : Tool Ahrefs • Keep Dollar keyword % age less and brand keyword significantly higher in Anchor text. Use Co Citation • Ensure the link profile has no follow links and not just do follow
  50. Competitive Analysis • Compare your link profile with Competitors Link Profile Complete details on this method on this post : Link Profile Tool
  51. Competitor link analysis : OSE
  52. Citation Building and Tracking
  53. Citation Building and Tracking
  55. Why Do You Need Content Audit? A content audit will help you collect information you need to: • Review current information architecture (site structure, navigation systems) • Website Information architecture for new design • Develop your content matrix Image courtesy : Distilled
  56. 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 information about each page, like the metadata (page title, 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 ( limitations apply) : Screaming Frog ( Paid) Xenu Link Sleuth (Windows)
  57. 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
  58. 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 identify pages which visitors are actively consuming, regardless of source. Tools used – Google Analytics, Google Webmaster
  59. How to Perform a Content Audit Step 4 – Detect Duplicate content (internal) Tool Name Website SEOmoz Crawl Test Screaming Frog: Hash (Apply conditional formatting to column to catch duplicates) GWT For HTML improvement – Duplicate titles , Long titles etc DMCA , Copyscape DMCA, Copyscape - Content protection ( external) Siteliner Detects internal duplicate content
  60. How to Perform a Content Audit Step 5 - Study Competitors Take a deep dive into your competitors' content assets to do a side-by-side comparison. • Where are the content gaps? • Which content assets are they targeting the same audience with? • How is their content better ? Tools used - MajesticSEO, Ahrefs, or Open Site Explorer
  61. 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 interaction / chatter • SEO optimize top content • Conversion optimize – Call to action , forms , Phone no. , email newsletter subscription
  62. + The Iceberg Check out Slides Video -
  63. Thank You Mohit Maheshwari @new_media_guru @mohitinhere

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  1. DE
  2. Lets see if we can give type of site command here
  3. Need some screenshots
  4. Need some screenshots