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Technical SEO Audits that turn 2CV websites into F1 websites

Slides from my talk at the online SEO Camp 2021 conference, where I spoke about my approach to technical SEO audits and how to ensure they delivered maximum impact.

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Technical SEO Audits that turn 2CV websites into F1 websites

  1. 1. Tech SEO Audits That Turn 2CV Websites Into F1 Websites! Barry Adams 1
  2. 2. #seocamp Paris 2020 My SEO Audit Model 2
  3. 3. #seocamp Paris 2020 Web Search Engines 3 Crawling Indexing Ranking
  4. 4. #seocamp Paris 2020 The Three Pillars of SEO 4 Technology Relevancy Authority
  5. 5. #seocamp Paris 2020 Relation to Web Search 5 Technology Crawling Relevancy Indexing Authority Ranking
  6. 6. #seocamp Paris 2020 Technology Crawling Relevancy Indexing Authority Ranking ‘Technical’ SEO Audit 6
  7. 7. #seocamp Paris 2020 What is an SEO Audit? 7
  8. 8. #seocamp Paris 2020 8
  9. 9. #seocamp Paris 2020 9
  10. 10. #seocamp Paris 2020 Start of an Improvement Process 10 Analysis of a website using applied SEO theory to initiate a process towards improved organic search visibility. SEO Audit
  11. 11. #seocamp Paris 2020 https://jamesclear.com/marginal-gains 11
  12. 12. #seocamp Paris 2020 12
  13. 13. #seocamp Paris 2020 13
  14. 14. #seocamp Paris 2020 14
  15. 15. #seocamp Paris 2020 15
  16. 16. #seocamp Paris 2020 The Audit 16
  17. 17. #seocamp Paris 2020 Checklist 17
  18. 18. #seocamp Paris 2020 The Key to a Good Audit 18
  19. 19. #seocamp Paris 2020 The Key to a Good Audit 19 Pattern Recognition
  20. 20. 20
  21. 21. #seocamp Paris 2020 Identify Page Templates 21 1. Homepage 2. Category page 3. Product/Service page 4. Blog/News overview page 5. Post/Article page 6. Static Content page 7. … ?
  22. 22. #seocamp Paris 2020 The Report 22
  23. 23. #seocamp Paris 2020 It will be shared 23
  24. 24. #seocamp Paris 2020 Make it Actionable 24
  25. 25. #seocamp Paris 2020 Only Include What Needs The checklist should be provided as an attachment 25
  26. 26. #seocamp Paris 2020 Omit The Trivial Stuff 26 .
  27. 27. #seocamp Paris 2020 Concise and Light on Jargon If you can’t explain it simply, you don’t understand it yourself 27
  28. 28. #seocamp Paris 2020 28
  29. 29. #seocamp Paris 2020 29
  30. 30. #seocamp Paris 2020 30
  31. 31. #seocamp Paris 2020 Three Main Audiences: 1. Management 2. Marketers 3. Tech 31
  32. 32. #seocamp Paris 2020 1. Management 32 ● Summary of key points; ○ No jargon ● Don’t Apportion Blame; ○ You need to keep marketing & tech on side ● Show Them The Money; ○ Estimate the positive impact of your recommendations
  33. 33. #seocamp Paris 2020 2. Marketing 33 ● Your Job = Make Marketing Look Good ● SEO is a process; ○ Not a one-off activity ● Competitors aren’t doing everything right either; ○ Don’t imitate, innovate ● Give them the tools; ○ Teach a man how to fish…
  34. 34. #seocamp Paris 2020 3. Tech 34 ● Speak Their Language; ○ Understand their paradigm ● Basic Concepts You Need To Get Across: ○ How search engines work ○ URLs are sacred ○ SEO benefits Tech ● Don’t Tell Them How, Tell Them Why; ○ Outcome focused – they can find their own path
  35. 35. #seocamp Paris 2020 35
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  37. 37. #seocamp Paris 2020 Impact vs Effort 37 ● Impact: ➢ How much impact will this change have on the site’s traffic? ● Effort: ➢ How much effort will this change require?
  38. 38. #seocamp Paris 2020 Prioritisation Matrix 38
  39. 39. #seocamp Paris 2020 Quick Wins Worth Doing Worth Doing Maybe Implement Maybe Implement Maybe Implement Probably Not Probably Not Definitely Not Prioritisation Matrix 39
  40. 40. #seocamp Paris 2020 Prioritisation Matrix 40
  41. 41. #seocamp Paris 2020 Prioritisation Matrix 41
  42. 42. #seocamp Paris 2020 Prioritisation Matrix 42
  43. 43. #seocamp Paris 2020 Prioritisation Matrix 43
  44. 44. #seocamp Paris 2020 Prioritisation Matrix 44
  45. 45. #seocamp Paris 2020 Issue 45 ● Missing Structured Data that can enable Rich Results
  46. 46. #seocamp Paris 2020 46 ● Missing Structured Data that can enable Rich Results ● WordPress CMS, easy to implement with a plugin
  47. 47. #seocamp Paris 2020 47
  48. 48. #seocamp Paris 2020 A 48
  49. 49. #seocamp Paris 2020 , 49 ● Missing Structured Data that can enable Rich Results ● CMS is bespoke, no easy way to implement Structured Data ○ Manual implementation?
  50. 50. #seocamp Paris 2020 C 50
  51. 51. #seocamp Paris 2020 More Examples 51
  52. 52. #seocamp Paris 2020 52 ● Website uses client-side JavaScript rendering for primary content
  53. 53. #seocamp Paris 2020 , 53 ● Website uses client-side JavaScript rendering for primary content. ● The JS framework has a SSR solution, it needs to be installed, configured, and tested.
  54. 54. #seocamp Paris 2020 , 54 ● Website uses client-side JavaScript rendering for primary content. ● The JS framework has no SSR solution ○ Can plug the site into a provider like PreRender.io to enable some measure of SSR
  55. 55. #seocamp Paris 2020 55 ● Site has no meta descriptions on any page ➢ Google uses its own snippet text when ranking pages
  56. 56. #seocamp Paris 2020 , 56 ● Site has no meta descriptions on any page ➢ Google uses its own snippet text when ranking pages ● CMS has description field, it’s not being used ○ Manual effort to input meta descriptions
  57. 57. #seocamp Paris 2020 , 57 ● Site has no meta descriptions on any page ➢ Google uses its own snippet text when ranking pages ● CMS can be configured to auto-populate meta descriptions
  58. 58. #seocamp Paris 2020 58 ● Ecommerce site uses fully crawlable Faceted Navigation ○ Enormous amounts of crawl waste
  59. 59. #seocamp Paris 2020 , 59 ● Ecommerce site uses fully crawlable Faceted Navigation ○ Enormous amounts of crawl waste ● Facet URLs have unique URL parameters ○ Example: /category/?filter=[facet] ○ Simple robots.txt disallow rule will solve
  60. 60. #seocamp Paris 2020 , ??? Effort 60 ● Ecommerce site uses fully crawlable Faceted Navigation ○ Enormous amounts of crawl waste ● Facet URLs are folders and have no unique patterns ○ Facet names match some category names ○ Example: /category/facet-name/facet-name/ ○ So… robots.txt blocking is not possible ● Alternative solutions required…
  61. 61. #seocamp Paris 2020 ● Ecommerce site uses fully crawlable Faceted Navigation ○ Enormous amounts of crawl waste ● Facet URLs are folders and have no unique patterns ○ Facet names match some category names ○ Example: /category/facet-name/facet-name/ ○ So… robots.txt blocking is not possible ● Alternative solutions required… , 61
  62. 62. #seocamp Paris 2020 What if you have multiple issues in the same priority category? Multiple Category Issues 62
  63. 63. #seocamp Paris 2020 Three Types of Issues: 63 Crawl Issues Indexing Issues Ranking Issues
  64. 64. #seocamp Paris 2020 64
  65. 65. #seocamp Paris 2020 65
  66. 66. #seocamp Paris 2020 Prioritise Backwards 66 1. Ranking Issues 2. Indexing Issues 3. Crawl Issues
  67. 67. #seocamp Paris 2020 Backwards Prioritisation 67 ● Ranking issues tend to yield quick results ○ Gets buy-in from the company ● Crawling issues tend to be more technically complex ○ Hard to fix and slow to improve
  68. 68. #seocamp Paris 2020 Prioritisation of Issues 68
  69. 69. #seocamp Paris 2020 Summarised 69
  70. 70. #seocamp Paris 2020 Prioritising Tech SEO 70 ● Use a Priority Matrix ➢ Estimate Impact ➢ Understand Effort ● Ranking > Indexing > Crawling ○ Quick results > Long-term activity ● When in doubt… Guess.
  71. 71. #seocamp Paris 2020 Barry Adams 71 ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Chief Editor at State of Digital
  72. 72. MERCI AUX SPONSORS #seocamp Paris 2020

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