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Actionable and Impactful SEO Audits #SearchNorwich

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How to maximize your SEO audits impact and facilitate its actionability? In this presentation Aleyda goes through the SP2 principles that you can easily apply to your SEO analysis and recommendations.

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Actionable and Impactful SEO Audits #SearchNorwich

  1. 1. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti How to Develop Actionable & Impactful SEO Audits
  2. 2. #seoaudits at #searchnorwich by @aleyda from @orainti Raise your hand and leave it raised if you have gone through any of these scenarios… #seoaudits at #searchnorwich by @aleyda from @orainti
  3. 3. #seoaudits at #searchnorwich by @aleyda from @orainti You have invested weeks developing a huge SEO audit 
 going through all optimization challenges…
  4. 4. #seoaudits at #searchnorwich by @aleyda from @orainti Search BehaviorContent Relevance Making sure to not leave anything out from a technical, content, link perspective… * Effective crawling (linked errors, redirects, etc.) * Canonicalization configuration * Internal linking & navigation configuration * Facets, filters & paginations configuration * JavaScript reliance and rendering * Robots.txt configuration * XML Sitemaps usage * Web hierarchy & URL structure Crawling & Indexing * HTTPS Usage and Configuration * Website Speed Optimization * Structured Data Configuration * Mobile First Optimization * International Configuration (hreflang, geolocation) * AMP Configuration (for informational content) * URLs publishing, changes & elimination rules Link Popularity … ….
  5. 5. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti However, the recommendations aren’t implemented since it wasn’t clear that certain resources were needed…
  6. 6. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti … the client never finished implementing the SEO recommendations
  7. 7. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti The client started with the less important recommendations so the results were smaller & slower…
  8. 8. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti The issues were fixed based on what was recommended but they were undone in a subsequent update…
  9. 9. #seoaudits at #searchnorwich by @aleyda from @orainti YOUR SITE THE COMPETITION As a result you end up having a failed SEO process because of a lack of growth vs. competitors
  10. 10. #seoaudits at #searchnorwich by @aleyda from @orainti Are there too many hands up? #seoaudits at #searchnorwich by @aleyda from @orainti
  11. 11. #seoaudits at #smxl19 by @aleyda from @orainti * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Crawling Mondays YouTube SEO Series Host * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * European Search Personality of the Year in 2018 I’m Aleyda Solis, International SEO Consultant & Founder... and I've been there too! #seoaudits at #searchnorwich by @aleyda from @orainti
  12. 12. #seoaudits at #searchnorwich by @aleyda from @orainti The goal of an SEO audit is not to deliver a document with all of the SEO issues and opportunities…
  13. 13. #seoaudits at #searchnorwich by @aleyda from @orainti The actual goal of the SEO audit is to be the source and driver of the SEO process to achieve the desired results
  14. 14. #seoaudits at #searchnorwich by @aleyda from @orainti The way you focus and format your SEO audits can end up challenging their execution and impact Not taking into consideration the site business and technical context Not showing how the identified issues impact the site revenue and business goals Focusing on the identified issues without specifying their potential causes and steps to implement solutions Not specifying the expected resources to implement the recommendations Not prioritizing the SEO recommendations based on their expected implementation impact and difficulty Developing a too long and difficult to understand document that takes too long to finish Not establishing mechanisms to avoid the identified issues to happen again
  15. 15. #seoaudits at #searchnorwich by @aleyda from @orainti To avoid these SEO audit challenges, 
 I try to follow a set of principles that I call SP2 Strategic Prioritized Solutions focused Proactive/Preventive
  16. 16. #seoaudits at #searchnorwich by @aleyda from @orainti Let’s see how to use these principles to focus and format the audit for actionable and impactful recommendations SOLUTIONS FOCUSED PRIORITIZED PREVENTIVE YOUR WEBSITE LINKS POPULARITY TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY CONTENT RELEVANCE AUDIENCE BEHAVIOR WEBSITE RANKINGS COMPETITORS RANKINGS SERP CHARACTERISTICS SPECIFY ACTIONS TO TAKE PER SCENARIO TO FIX IT EXPLAIN THE EXPECTED LEVEL OF IMPLEMENTATION DIFFICULTY GIVEN CONTEXT INCLUDE EXPECTED REQUIRED RESOURCES EXPLAIN EXPECTED SEO GOAL & BUSINESS IMPACT DESCRIBE & EXPLAIN IMPORTANCE OF IDENTIFIED SEO ISSUE / OPPORTUNITY RECOMMEND PREVENTIVE MEASURES TO AVOID THE ISSUE TO HAPPEN AGAIN SHOW SCENARIOS OF PAGES/QUERIES AFFECTED (HOW THEY’RE CAUSED & FOUND) PRINCIPLES TO DEVELOP AN SEO AUDIT FOR ACTIONABLE & IMPACTFUL SEO RECOMMENDATIONS SET IDEAL RECOMMENDATIONS PRIORITY (BASED ON IMPACT AND DIFFICULTY) GOAL ORIENTED STRATEGIC CONTEXT AWARE CONCISE RESOURCE SPECIFIC
  17. 17. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti Take into consideration the site business and technical characteristics and restrictions, as well as the type of SEO project CONTEXT AWARE
  18. 18. #seoaudits at #searchnorwich by @aleyda from @orainti You can’t develop “standardized” SEO audits that address every scenario of very different types of Websites Recovery from rankings loss after Web migration SEO support for a change of Web platform or design New SEO proceses for a recently launched site Project Type Business Type Local B2B Startup National 
 News Site International Marketplace Website Size Medium Big Small …. …. SEO Maturity Medium High Low
  19. 19. #seoaudits at #searchnorwich by @aleyda from @orainti The SEO audit focus will change based on the project goal, business, Website size and SEO maturity Recovery from rankings loss after Web migration SEO support for a change of Web platform or design New SEO proceses for a recently launched site Project Type Business Type Local B2B Startup National 
 News Site International Marketplace Website Size Medium Big Small …. …. SEO Maturity Medium High Low
  20. 20. #seoaudits at #searchnorwich by @aleyda from @orainti For example, the SEO audit to be developed in the following scenarios will tend to be very different A recently launched, medium sized, national news site that is starting with its first SEO Process and therefore, has very low SEO maturity but a very high competition. A local B2B startup that has been already doing SEO for a while in the past and is looking for SEO support for a platform migration and redesign. A well established big multi-country/ international marketplace looking to recover after a Web migration gone wrong.
  21. 21. #seoaudits at #searchnorwich by @aleyda from @orainti Make your analysis strategical based on an understanding of the site business and technical context Areas and pages to prioritize based on their role within the business Core queries to rank for based on business impact USP Required configurations that are needed to take into consideration Previous SEO results and challenges Business Model and goals Platform restrictions Industry challenges and requirements
  22. 22. #seoaudits at #searchnorwich by @aleyda from @orainti As well as type of the SEO project and stage within the process, that will define the scope of the SEO audit … N … IDENTIFY AND FIX MAIN TECHNICAL AND CONTENT CHALLENGES IN NEW SITE 2 VALIDATE & FIX WEB MIGRATION ISSUES & RECOVER TRAFFIC 1 RECENT MIGRATION WITH RANKINGS DROP + LACK OF CONTENT RESOURCES BASIC CONTENT RESOURCES IDENTIFY AND START TACKLING BIGGER OPPORTUNITIES IN MARKET VS COMPETITORS 3
  23. 23. #seoaudits at #searchnorwich by @aleyda from @orainti To do this effectively you will need your on-going client/ stakeholders input, feedback and validation SEO AUDIT PRESENTATION SEO AUDIT 
 & RECOS DEVELOPMENT SEO PROCESS DEVELOPMENT CLIENT INPUT 
 AND FEEDBACK CLIENT VALIDATION REFINED SEO RECOMMENDATIONS VALIDATED SEO RECOMMENDATIONS
  24. 24. #seoaudits at #searchnorwich by @aleyda from @orainti/ht @izzieonfire! https://twitter.com/izzionfire/status/1160920277703897092 We can't expect to have "standardized" answers that will be suitable for every scenario, validation is necessary for effectivenes
  25. 25. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti Validate and show how the issues impact the site revenue and results vs competitors GOAL ORIENTED
  26. 26. #seoaudits at #searchnorwich by @aleyda from @orainti Allow you to better prioritize the recommendations that will have a higher impact to achieve results faster Show the business impact of the recommendations to the decision makers and gain their support for their execution Integrate the rankings, traffic and conversions to validate and show the recommendations impact to the site business
  27. 27. #seoaudits at #searchnorwich by @aleyda from @orainti This is now highly facilitated by the integration 
 of third-party rankings & traffic data to SEO tools Ryte
  28. 28. #seoaudits at #searchnorwich by @aleyda from @orainti Show how your top competition is outranking you due 
 to the identified issue that you’re recommending to fix: from technical, content or links YOUR PAGE Cognitiveseo
  29. 29. #seoaudits at #searchnorwich by @aleyda from @orainti You Competitor Competitor Competitor Targeted Queries by 
 Non-optimized Pages Show all of the additional ranked queries -along their search volume- being attracted by your competitors that you’re not because of non- optimized pages that are ranking worse Semrush
  30. 30. #seoaudits at #searchnorwich by @aleyda from @oraintiSemrush Show how much the organic traffic attracted by your competitor with their version of the pages you wish to improve would cost if you were running ads to get it by using AdWords CPC 
  31. 31. #seoaudits at #searchnorwich by @aleyda from @orainti Show the traffic and conversions that the pages with issues used to get before and you’re missing now
  32. 32. #seoaudits at #searchnorwich by @aleyda from @orainti If you have well optimized pages similar than the ones you want to improve show their difference in conversions AREA A AREA B VS
  33. 33. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti Describe the cause of issues, how they are found and steps to solve them SOLUTIONS FOCUSED
  34. 34. #seoaudits at #searchnorwich by @aleyda from @orainti It’s critical to understand what causes and how issues 
 are found, to tackle both in the recommendations Errors URLs
 (4xx, 5xx) Redirected URLs
 (301s, 302s) Canonicalized URLs Noindexed URLs … … WHAT CAUSE THEM? HOW THEY’RE FOUND? PLATFORM BUG NOT SET RULES … LINKING PAGES XML SITEMAPS … HOW TO FIX THEM AFFECTED URLS
  35. 35. #seoaudits at #searchnorwich by @aleyda from @orainti Detect how the identified issues/ opportunities are generated and where they exist, 
 in which pages they’re happening and the scenarios SPECIFIC AREA PAGES CONTENT SIZE NON-AREA PAGES CONTENT SIZE ACTIVE VS. CRAWLED AREA PAGES VS
  36. 36. #seoaudits at #searchnorwich by @aleyda from @orainti Segment the analysis by area and type, to identify its 
 role on the site and assess the required actions to fix it
  37. 37. #seoaudits at #searchnorwich by @aleyda from @orainti Describe how each issue is generated and 
 found across the different areas of the site Type A Type B Scenario 1
  38. 38. #seoaudits at #searchnorwich by @aleyda from @orainti Should 301 Redirect Links to Should link instead Show the ideal state of the identified issues vs. the existing ones for each scenario with screenshots
  39. 39. #seoaudits at #searchnorwich by @aleyda from @orainti Provide examples of how the provided recommendations are already implemented by competitors successfully vs
  40. 40. #seoaudits at #searchnorwich by @aleyda from @orainti PAGES OF X TYPES THAT ARE CANONICALIZED TO OTHERS TO WHAT PAGES DO THEY CANONICALIZE? FROM WHAT PAGES ARE THEY LINKED? Do these URLs need to be canonicalized to others? Do these canonicalized URLs need to be linked from these pages? If so, do these links need to be crawlable? Are they canonicalizing to the relevant indexable URLs? Are the links followed? Attach the found data segmented by scenario, to facilitate that the issues are fixed across all of the instances
  41. 41. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti Include the expected required resources to implement the established recommendations RESOURCE SPECIFIC
  42. 42. #seoaudits at #searchnorwich by @aleyda from @orainti Each of the specified SEO recommendations should be connected with the expected resources for their execution You’ll be able to validate each recommendation viability with the client/ stakeholders when the recommendations are delivered You’ll facilitate resource allocation and planning to implement each recommendation through the SEO process
  43. 43. #seoaudits at #searchnorwich by @aleyda from @orainti Consider the existing resources characteristics & restrictions, that you should ask to the client/stakeholders What’s the platform used for the site? Is there a CMS used? What configurations can be changed through the platform CMS and what needs development support? What’s the flexibility of the configurations? What can be done in bulk? Are there any types of restrictions whether technical, content, business or legal wise to take into consideration? Are the technical/ content/marketing/ PR/etc. resources in- house or through an agency? …
  44. 44. #seoaudits at #searchnorwich by @aleyda from @orainti Include and describe the expected types of resources for the implementation of each of the recommended actions 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screenshot SCENARIO 1 HOW CAN IT BE FIXED? Screenshot SCENARIO 1 Screenshot WHAT ARE THE EXPECTED RESOURCES TO FIX IT? PR/Outreach Content development Development
  45. 45. #seoaudits at #searchnorwich by @aleyda from @orainti YOUR SITE CONTENT RELEVANCE LINKS POPULARITYHIGH MEDIUM TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY LOW PR COPYWRITING DEVELOPMENT If you know that there are resources restrictions for important identified recommendations, highlight it
  46. 46. #seoaudits at #searchnorwich by @aleyda from @orainti For known complex to implement recommendations, mention potential alternatives and connected resources HREFLANG IMPLEMENTATION SMALL NUMBER OF PAGES ALTERNATES? CAN EDIT HTML HEAD? YES YES NO CAN GENERATE/ EDIT XML SITEMAPS? YES IMPLEMENT VIA XML SITEMAP NO IMPLEMENT VIA HTML HEAD NO YES IMPLEMENT VIA HTTP HEADERS CAN MODIFY HTTP HEADERS? NO VIA GTM OR CDN WORKERS
  47. 47. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti Focus the SEO recommendations based on their impact towards goals and difficulty to implement PRIORITIZED
  48. 48. #seoaudits at #searchnorwich by @aleyda from @orainti HIGH PRIORITY 
 HIGH IMPACT WITH LOW DIFFICULTY MEDIUM PRIORITY
 HIGH IMPACT WITH MEDIUM DIFFICULTY
 MEDIUM IMPACT WITH LOW DIFFICULTY LOW PRIORITY MEDIUM IMPACT WITH MEDIUM DIFFICULTY HIGH IMPACT WITH HIGH DIFFICULTY DON’T PRIORITIZE MEDIUM IMPACT WITH HIGH DIFFICULTY LOW IMPACT IMPACT 1 3 2 + DIFFICULTY + - 2 3 Prioritize the recommendations to start with those 
 with higher potential impact & lower difficulty
  49. 49. #seoaudits at #searchnorwich by @aleyda from @orainti The impact and difficulty will be relative, connected to the site goals achievement and complexity of implementation The affected areas The SEO effect The business importance Current optimization Required resources Known restrictions Scope IMPACT DIFFICULTY
  50. 50. #seoaudits at #searchnorwich by @aleyda from @orainti Start by setting an "ideal priority” recommendations matrix using only their potential impact towards goals RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY SEO ITERATION TO INCLUDE IT NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 2 1ST INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 1 1ST 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 2ND DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES META DESCRIPTIONS INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES LOW MEDIUM MEDIUM YES YES NO TBD TBD
  51. 51. #seoaudits at #searchnorwich by @aleyda from @orainti Keeping only those to be ideally included in the 
 initial SEO iterations due to their high impact RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY SEO ITERATION TO INCLUDE IT NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 2 1ST INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 1 1ST 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 2ND DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES META DESCRIPTIONS INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES LOW MEDIUM MEDIUM YES YES NO TBD TBD
  52. 52. #seoaudits at #searchnorwich by @aleyda from @orainti Establish then an "expected priority” by also taking the recommendations difficulty into consideration RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY IDEAL SEO ITERATION TO INCLUDE IT EXPECTED IMPLEMENTATIO N DIFFICULTY EXPECTED PRIORITY EXPECTED SEO ITERATION TO INCLUDE IT NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/ SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 2 1ST MEDIUM 3 2ND 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND DIFFERENTIATE CANONICALIZED SUB-CATEGORIES PAGES META DESCRIPTIONS INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES LOW MEDIUM MEDIUM YES YES NO TBD TBD TBD TBD TBD
  53. 53. #seoaudits at #searchnorwich by @aleyda from @orainti You can then validate the "expected priority” with the client/stakeholders when sharing the recommendations RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY IDEAL SEO ITERATION TO INCLUDE IT EXPECTED IMPLEMENTATIO N DIFFICULTY EXPECTED PRIORITY EXPECTED SEO ITERATION TO INCLUDE IT PAGE NO. NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/ SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 2 1ST MEDIUM 3 2ND 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 DIFFERENTIATE CANONICALIZED SUB-CATEGORIES PAGES META DESCRIPTIONS INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES LOW MEDIUM MEDIUM YES YES NO TBD TBD TBD TBD TBD -
  54. 54. #seoaudits at #searchnorwich by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATIO N CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY IDEAL SEO ITERATION TO INCLUDE IT EXPECTED IMPLEMENTATI ON DIFFICULTY EXPECTE D PRIORITY EXPECTED SEO ITERATION TO INCLUDE IT PAGE NO. VALIDATED IMPLEMENTATI ON DIFFICULTY VALIDATE D PRIORITY NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1 INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD DIFFERENTIATE INDEXABLE SUB-CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB- CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3 To establish the final “validated priority” along them, which will be used to schedule and coordinate their execution
  55. 55. #seoaudits at #searchnorwich by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATIO N CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY IDEAL SEO ITERATION TO INCLUDE IT EXPECTED IMPLEMENTATI ON DIFFICULTY EXPECTE D PRIORITY EXPECTED SEO ITERATION TO INCLUDE IT PAGE NO. VALIDATED IMPLEMENTATI ON DIFFICULTY VALIDATE D PRIORITY NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1 INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD DIFFERENTIATE INDEXABLE SUB-CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB- CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3 Compare the ideal & expected vs the validated priorities to show the impact gap to client/stakeholders
  56. 56. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti Fast development and delivery of an easy to understand document CONCISE
  57. 57. #seoaudits at #searchnorwich by @aleyda from @orainti The SEO recommendations document should be concise, self-explanatory & actionable 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screen shot SCENARIO 1 HOW CAN IT BE FIXED? Screen shot SCENARIO 1 Screen shot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High WHAT ARE THE EXPECTED RESOURCES?
  58. 58. #seoaudits at #searchnorwich by @aleyda from @orainti Including for each specific action its importance, impact, how it was found, the resources and priority ITS IMPORTANCE HOW IS IT FOUND & GENERATED ACTIONS TO FIX IT PRIORITY IN SEO PROCESS IMPACT ON SITE RESULTS/GOALS EXPECTED RESOURCES PRIORITY IN SEO PROCESS 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screen shot SCENARIO 1 HOW CAN IT BE FIXED? Screen shot SCENARIO 1 Screen shot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High WHAT ARE THE EXPECTED RESOURCES? Add a summary of each recommendation characteristics & resources at the start
  59. 59. #seoaudits at #searchnorwich by @aleyda from @orainti Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONE S MEDIO BAJO NA TECNICO 1 1. Recommendation to improve X Screensh ot Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensho t Scenario 1 How can it be fixed? Screensho t Scenario 1 Screensho t Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 2 2. Recommendation to fix Y Screensho t Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 3 3. Recommendation to improve Z Screensh ot START WITH HIGHEST PRIORITY The document organization should be prioritized, 
 starting with the highest priority recommendations
  60. 60. #seoaudits at #searchnorwich by @aleyda from @orainti Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONE S MEDIO BAJO NA TECNICO 1 1. Recommendation to improve X Screensh ot Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensho t Scenario 1 How can it be fixed? Screensho t Scenario 1 Screensho t Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 2 2. Recommendation to fix Y Screensho t Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 3 3. Recommendation to improve Z Screensh ot It's critical to present and go through them with clients/ stakeholders to clarify and establish validated priorities VIABILITY AND RESOURCES ASSESSMENT ALONG CLIENT TO ESTABLISH THE “VALIDATED PRIORITIES”
  61. 61. #seoaudits at #searchnorwich by @aleyda from @orainti You can use the recommendations matrix as an index of the document including each recommendation page RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY IDEAL SEO ITERATION TO INCLUDE IT EXPECTED IMPLEMENTATION DIFFICULTY EXPECTED PRIORITY EXPECTED SEO ITERATION TO INCLUDE IT PAGE NO. NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 2 1ST MEDIUM 3 2ND 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 DIFFERENTIATE INDEXABLE SUB- CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15
  62. 62. #seoaudits at #searchnorwich by @aleyda from @orainti The recommendations matrix along the page number, can also be used to coordinate their execution too RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATIO N CONTENT SUPPORT TECH SUPPORT LINK BUILDING SUPPORT IDEAL PRIORITY IDEAL SEO ITERATION TO INCLUDE IT EXPECTED IMPLEMENTATI ON DIFFICULTY EXPECTE D PRIORITY EXPECTED SEO ITERATION TO INCLUDE IT PAGE NO. VALIDATED IMPLEMENTATI ON DIFFICULTY VALIDATE D PRIORITY VALIDATED SEO ITERATION TO INCLUDE IT PERSON IN CHARGE IMPLEMENTATI ON DATE IN TEST LAUNCHIN G DATE NOINDEX (AND BLOCK THE CRAWLING AFTER G HAS STOP INDEXING THEM)) INTERNAL SEARCH RESULT PAGES THAT GENERATE CANNIBALIZATION ISSUES WITH MAIN CATEGORIES/SUBCATEGORIES PAGES INTERNAL SEARCH RESULT PAGES HIGH HIGH LOW NO YES NO 1 1ST LOW 1 1ST 1 LOW 1 1ST ELLIOT ALDERSO N 01-01-20 15-01-20 INDEX THE PAGES OF COLORED FILTERS THAT TARGET QUERIES WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH MEDIUM LOW YES YES NO 2 1ST MEDIUM 3 2ND 5 MEDIUM 2 1ST ELLIOT ALDERSO N 01-01-20 15-01-20 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION HIGH MEDIUM LOW NO YES NO 3 2ND LOW 2 1ST 10 HIGH TBD TBD TBD TBD TBD DIFFERENTIATE INDEXABLE SUB-CATEGORIES PAGES TITLES INCLUDING ONLY THE CATEGORY NAME IN THEM SUB- CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND LOW 4 2ND 15 LOW 3 2ND DIANE NGUYEN 15-01-20 01-02-20 WHAT WHYWHERE WHO WHENHOW
  63. 63. #seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti#seoaudits at #searchnorwich by @aleyda from @orainti Establishing mechanisms to avoid the identified issues to happen in the future PREVENTIVE
  64. 64. #seoaudits at #searchnorwich by @aleyda from @orainti Establish mechanisms to prevent the identified 
 (and to be fixed) issues to happen again Education within the organization among the involved teams Automated platform validations for the viable scenarios Best practices/ checklists to use as a reference whenever changing relevant areas manually SEO validation before and after releases SEO monitoring and alerts via tools
  65. 65. #seoaudits at #searchnorwich by @aleyda from @orainti Use the SEO recommendations to establish best practices & validations to do whenever the Website is updated
  66. 66. #seoaudits at #searchnorwich by @aleyda from @orainti Set rules to tackle the recommended issues automatically within the platform, to avoid them from happening again
  67. 67. #seoaudits at #searchnorwich by @aleyda from @orainti For example, for the different scenarios of pages with thin content INDEXABLE CATEGORY PAGES WITH <3 INVENTORY & NO SPECIFIC DESCRIPTION HAS > N TRAFFIC OBFUSCATE LINKS, ELIMINATE FROM XML SITEMAPS AND CANONICALIZE PARENT CATEGORY TARGETS QUERY > Y SEARCH VOLUME HAS FEATURED >3 PRODUCTS IN LAST X MONTHS NO YES NO YES YESNO KEEP INDEXED AND ADD SPECIFIC DESCRIPTION
  68. 68. #seoaudits at #searchnorwich by @aleyda from @orainti PRE-LAUNCH VALIDATION: OK? IMPLEMENTATION YES NO YES CONTINOUS VALIDATION LAUNCH NO FIX POST- LAUNCHING VALIDATION: OK? YES NO FIXFIX CONTINOUS VALIDATION: OK? EVERY TUESDAY EVERY THURSDAY CONTINUOUS Define an SEO validation process to follow when implementing recommendations and doing site releases
  69. 69. #seoaudits at #searchnorwich by @aleyda from @orainti You can schedule continuous SEO crawls and 
 validations to run and be delivered automatically #seoaudits at #smxl19 by @aleyda from @oraintiRyte
  70. 70. #seoaudits at #searchnorwich by @aleyda from @orainti Set real time SEO monitoring and alerts systems, to be warned if anything changes unexpectedly Contentking & Little Warden
  71. 71. #seoaudits at #searchnorwich by @aleyda from @orainti Like missed or changed hreflang tags in indexable pages from specific site sections or pages types
  72. 72. #seoaudits at #searchnorwich by @aleyda from @orainti Applying also Web traffic and rankings data, to prioritize the alerts of those pages with certain minimum value, like those that become non- indexable that have any former activity
  73. 73. #seoaudits at #searchnorwich by @aleyda from @orainti Setting the alerts to be directly delivered to your communication or PM systems, whether with a built-in integration…
  74. 74. #seoaudits at #searchnorwich by @aleyda from @orainti … or configuring your own integrations that also allow you to further set tasks and assign them already using third-party systems Integromat
  75. 75. #seoaudits at #searchnorwich by @aleyda from @orainti Do you think is too much work?
  76. 76. #seoaudits at #searchnorwich by @aleyda from @orainti Don’t worry! You don't start from scratch, here are resources that you can use as a reference to copy/paste https://docs.google.com/spreadsheets/d/1oZl4DdSpTmpcSS4Dfc4zueEaOUkT82YgkGUDa1zT_YU/copy
  77. 77. #seoaudits at #searchnorwich by @aleyda from @oraintiThanks @Chrisgreen87! https://twitter.com/chrisgreen87/status/1157019788729827333 It’s about focusing and formatting your SEO audit 
 in a way that facilitates its implementation
  78. 78. #seoaudits at #searchnorwich by @aleyda from @orainti Because the SEO audit goal is to drive the SEO process to achieve the desired results, not to deliver a document THIS YEAR LAST YEAR
  79. 79. #seoaudits at #searchnorwich by @aleyda from @orainti And this can be highly facilitated by following 
 the SP2 principles when developing it SOLUTIONS FOCUSED PRIORITIZED PREVENTIVE YOUR WEBSITE LINKS POPULARITY TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY CONTENT RELEVANCE AUDIENCE BEHAVIOR WEBSITE RANKINGS COMPETITORS RANKINGS SERP CHARACTERISTICS SPECIFY ACTIONS TO TAKE PER SCENARIO TO FIX IT EXPLAIN THE EXPECTED LEVEL OF IMPLEMENTATION DIFFICULTY GIVEN CONTEXT INCLUDE EXPECTED REQUIRED RESOURCES EXPLAIN EXPECTED SEO GOAL & BUSINESS IMPACT DESCRIBE & EXPLAIN IMPORTANCE OF IDENTIFIED SEO ISSUE / OPPORTUNITY RECOMMEND PREVENTIVE MEASURES TO AVOID THE ISSUE TO HAPPEN AGAIN SHOW SCENARIOS OF PAGES/QUERIES AFFECTED (HOW THEY’RE CAUSED & FOUND) PRINCIPLES TO DEVELOP AN SEO AUDIT FOR ACTIONABLE & IMPACTFUL SEO RECOMMENDATIONS SET IDEAL RECOMMENDATIONS PRIORITY (BASED ON IMPACT AND DIFFICULTY) GOAL ORIENTED STRATEGIC CONTEXT AWARE CONCISE RESOURCE SPECIFIC
  80. 80. #seoaudits at #searchnorwich by @aleyda from @orainti * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Crawling Mondays YouTube SEO Series Host * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * European Search Personality of the Year in 2018 Thank you! Questions? #seoaudits at #searchnorwich by @aleyda from @orainti

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