This document outlines the steps for conducting a 30-minute SEO checkup of a website. It involves using various tools like Screaming Frog, Google Search Console, Bing Webmaster Tools, Google Analytics, and the Panguin Tool to identify potential issues impacting a site's search engine optimization. The process involves crawling the site, analyzing crawl reports, checking for errors in search console, reviewing traffic data in analytics, and identifying any drops in indexing or traffic correlated with Google algorithm updates. Prioritized issues are added to a checklist to repair problems impacting the site's SEO health. The overall summary is a standardized 30-minute process for inspecting a website using various tools to diagnose SEO issues.

1. | 30 Minute SEO Check up 1
The 30 Minute SEO Checkup

2. | 30 Minute SEO Check up 2
Nate Plaunt
Sr. SEO Strategist
@NatePlaunt
bit.ly/1LoDdWN
Today’s Presenters
Taylor Pettis
Sr. Marketing
Manager
@tpettis
linkd.in/1dsZJAa

3. | 30 Minute SEO Check up 3
Today’s Agenda:
• What to expect today
• Why should you check your SEO health?
• Tools run-through
• How-to steps
• Questions

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1. How SEO health impacts your business
2. A 30 minute process to inspect common SEO issues
3. How to use tools to identify problems
4. How to build a workflow and checklist to repair
problems
What to expect today

5. WHAT IS SEO?

6. | 30 Minute SEO Check up 6
SEO is Two Things: SEO? (Simplified)
1. The practice of making your website as
accessible as possible to search engines.
2. Ensuring your website is as useful and
relevant as possible to your current and
prospective customers.

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Think of Your Website as a House

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Ensure your site
is accessible to
humans and
search engines.
Think of Your Website as a House

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Ensure your site is
relevant and useful
to your visitors.
Think of Your Website as a House

10. WHY SHOULD I CARE ABOUT MY SEO HEALTH?

11. | 30 Minute SEO Check up 11
• Organic traffic accounts for anywhere between 47% and
64% of all website traffic*
• Roughly 52,000 search queries happen on Google -
every SECOND!
• This translates into about 4.5 billion searches every
day**
Organic Search Stats
* Source: http://searchenginewatch.com/sew/study/2355020/organic-search-accounts-for-up-to-64-of-website-traffic-study
** Source: http://www.internetlivestats.com/one-second/#google-band

12. BEING PRESENT IN THESE SEARCH RESULTS IS
THE FIRST STEP IN DRIVING QUALITY TRAFFIC TO
YOUR SITE.
IN ORDER TO BE PRESENT IN THESE RESULTS
YOU MUST TO HAVE A SOLID SEO FOUNDATION.

13. 30 MINUTE SEO CHECK UP:
THE TOOLS

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1. Analytics Platform (Google Analytics)
2. Google Search Console (formerly Webmaster Tools)
3. Bing Webmaster Tools
4. Google
5. Screaming Frog Spider
6. Crawl Data Visualization Spreadsheet
7. Panguin Tool – by Barracuda Digital
8. Word, Excel, Google Docs, pen and paper, or anything
else you want to use to make a checklist
Here’s What You’re Going to Need

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1. Google Analytics - https://www.google.com/analytics/
2. Google Search Console -
https://www.google.com/webmasters/tools/home
3. Bing Webmaster Tools - http://www.bing.com/toolbox/webmaster
4. Google - https://www.google.com/
5. Screaming Frog Spider - http://www.screamingfrog.co.uk/
6. Crawl Data Visualization Spreadsheet - http://bit.ly/1npByIE
7. Panguin Tool - http://barracuda.digital/panguin-tool/
Here’s What You’re Going to Need

16. 30 MINUTE SEO CHECK UP:
STEPS

17. STEP #1:
CRAWL YOUR SITE WITH SCREAMING FROG

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• Download Screaming Frog Spider
• http://www.screamingfrog.co.uk/seo-spider/
• Enter your domain into the box at the top and hit Start
*Pro Tip: exclude the “www” to capture info on all
subdomains
Step 1: Crawl Your Site

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• Download the Crawl Data Visualization Worksheet
• http://www.threedeepmarketing.com/blog/visualizing-website-data-with-screaming-frog
• Save your crawl once it’s complete
• Export the Crawl Overview Report as a .csv file
• Copy and Paste into the “Data” tab of the Crawl Data
Visualization Worksheet
Step 1: Crawl Your Site

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Step 1: Crawl Your Site

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SEO Challenges - On-Page Elements
Title Tag: Should be
descriptive and unique to
each page
URL: Accurate and
descriptive, should clearly
show page taxonomy
H1 heading: Calls out main
topic of the on-page content –
only one per page
H2 headings: Further
describe sub-sections of the
page – each page can have
many
Alternative image text:
Accurately describes image
and is in line with page theme
Page Copy: Unique,
descriptive, robust, keyword
rich
Meta Description: The
elevator pitch for your page
displayed in search results

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Take note of:
• Any redirection (3xx), broken links (4xx), and server error
(5xx) status codes
• URL Issues
• Page Title Issues
• Meta Description Issues
• Missing Heading Tags (H1, H2)
Mark any issues down on your checklist
Step 1: Crawl Your Site – Output

23. STEP #2:
GOOGLE SEARCH CONSOLE

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If you haven’t already, go verify your site in Google Search
Console – https://www.google.com/webmasters/tools/home
• Once verified, click on your site to access the Dashboard
Step 2: Google Search Console

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First stop here is to check out your crawl errors report.
• Click on the section banner to access the report
• This will bring you to a different screen
Step 2: Google Search Console

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Here you will see the graph on each type of error
encountered over time.
• Clicking on the individual error URLs will show you
exactly where that URL is linked from (internal or
external too!)
Step 2: Google Search Console

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Next, from the left-hand navigation,
head to the HTML improvements
area
• Here you’ll find a listing of issues
with various on-page elements
such as:
• Meta descriptions
• Title tags
• Non-indexable content
• Take note of any issues reported
here and mark them in your
checklist.
Step 2: Google Search Console

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Finally, make sure you do
not have any manual
actions from Google.
• These can be extremely
time consuming and
costly to clear up.
• If you see something
here, consult an
experienced partner.
Step 2: Google Search Console
• Pro Tip: for a detailed walk-through on how to recover from a link based
manual penalty, see my instructions here:
http://www.threedeepmarketing.com/blog/complete-guide-google-manual-penalty-
removal/

29. STEP #3:
BING WEBMASTER TOOLS

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If you haven’t already, go verify your site in Google Search
Console – https://www.bing.com/webmaster
• Once verified, click on your site to access the Dashboard
Step 3: Bing Webmaster Tools

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From the left-hand dropdown menu, select “SEO Reports”
• Although there is a lot of great information here, we’re
only going to check out this section.
Step 3: Bing Webmaster Tools

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Here you’ll find a list of “SEO Suggestions”
• Clickable links to lists of URLs on which the issue
occurs.
• Prioritize the most severe issues and mark them down in
your workflow checklist.
Step 3: Bing Webmaster Tools

33. STEP #4:
CHECK YOUR ANALYTICS

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Log into your analytics tool and access your website profile
• For this example we are going to look at Google
Analytics as it is one of the most popular and powerful
website analytics tools on the market…and it’s “free”
Step 4: Check Your Analytics

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Choose a period of time you
want to analyze and
compare it to the previous
year.
• Drill down into the
Channels report
• Here you’ll see a listing of
traffic by channel
• Next step is to click on
“Organic Search”
Step 4: Check Your Analytics

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Now change the Primary Dimension to “Landing Page”
• Here you can see the year over year difference in
entrances per page from organic search
• Mark down any pages with drastic drops in your checklist
Step 4: Check Your Analytics

37. STEP #5:
THE PANGUIN TOOL

38. | 30 Minute SEO Check up 38
The Panguin Tool is a tool developed by a company called
Barracuda Digital
• It pulls in your organic data and overlays when major
updates to the Google algorithm have occurred
• This is SUPER helpful when trying to diagnose whether
or not your site took a hit
While you are logged into Google Analytics, head over to
http://barracuda.digital/panguin-tool/ and follow the
instructions to connect your sites analytics to the tool
Step 5: The Panguin Tool

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Once connected you will see something like this:
Step 5: The Panguin Tool
Color-coded lines
represent updates to the
Google algorithm
Toggle switches allow
you to turn off update
types

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Mark down major traffic correlations.
Read up on the provided information about the update.
List out possible solutions in your checklist.
Step 5: The Panguin Tool

41. STEP #6:
GOOGLE YOURSELF (BUT NOT LIKE THAT)

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Pull up google.com in your browser and use the “site:”
advanced search operator to check your indexation
• Example: “site:domain.com”
• How many pages are indexed?
• How does this compare to your actual page count?
• If it differs greatly, mark it down in your checklist.
Step 6: Google Yourself (Like This)

43. NEXT STEPS:

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• High priority issues include:
• Internal redirection – 301 and 302 status codes
• Broken links – 404 status codes
• Page Title issues
• Uncrawlable website
• Manual actions
• Medium priority issues include:
• H1 and H2 issues
• Pages with traffic loss YoY
• Low priority issues include:
• Meta Description issues
• Alt image text
Prioritize your checklist

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1. Launch a crawl on your site with Screaming Frog
2. Download the Crawl Data Visualization spreadsheet
3. While crawl is running, log into Google Search Console
4. After that, log into Bing Webmaster Tools
5. Check your crawl, if it’s done export the crawl overview
and load data into the Crawl Data Visualization
spreadsheet
6. Log into Google Analytics
7. While logged into GA, head over to the Panguin Tool
8. Check your indexation in Google
9. Mark down issues as you go
Workflow and Timeline Review – Total Time: 30 Minutes

46. 30 MINUTE SEO CHECK UP:
QUESTIONS?