Managing Director - Dave Rohrer, YAHOO

KEYNOTE
Dave Rohrer
DIRECTOR OF AUDIENCE MANAGEMENT
YAHOO!
Creating Actionable
SEO Deliverables
CHICAGO, IL ~ MAY 3 - 4, 2023
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest

Creating Actionable SEO
Deliverables
Digimarcon Chicago w/ @daver 2

THIS IS A SLIDE TITLE, Yes the session description too!
Everyday we are documenting and writing up JIRA tickets, talking with developers or
clients, sending emails, submitting bugs, creating SEO recommendations, and much
more. So, what do business owners, clients, product teams and IT care about? Dave
walks through his years of working in the agency, in-house and consulting spaces to
help you get the most out of your time spent digging and doing various explainers and
writeups.
◦ Take away:
▫ Focusing on what matters for partners and clients
▫ Deliverable examples for Content Audit and Technical Audit you can use.
▫ A dive into metrics and data points to reference when showing wins or trying to get buy-in.
◦ Quick Review Over!

1. Strategy
How are you getting there?
Do you know where “there” is?

Integrating SEO within the Product Triangle via Aleyda Solis
https://www.aleydasolis.com/en/search-engine-optimization/seo-product-triangle/

5 examples of product-led SEO via Kevin Indig
https://www.kevin-indig.com/5-examples-of-product-led-seo/

Product-Led SEO, Book by Eli Schwartz
https://www.elischwartz.co/book

What is your plan?

Strategy vs Tactic

Goals Strategic Initiatives Tactics
1.Organic page
1 for X, Y, and
Z
2.Increase lead
volume by X%
3.Content
related
4.Social Media
related
Dave’s Goals: Increase Organic Leads X% & Site Conversion by X%
Conversion Strategy
SEO Strategy
Social Media Strategy
Content Strategy
1. Specific Tactic 1

2. Education
What are you selling?
What does your internal audience(s) know about it?

Who knows what? How much does each group/person know?
SEO PPC
Int/Ext
Writers
Creative or
Design
Analytics or
Data
C Suites
Social
Media
Legal or
Security
Developers Marketing IT ETC….

Personalize Training for Each Group
o What parts of the site/CMS does a group care about? i.e., Blog,
Checkout, Content, etc.
o How technical is that group?
o What content sections of the site are important?
o Who from each group should get a training?
o How deep down the rabbit hole is enough, but not too much?
o How often does this need to happen? Once? Once a year? Once a
quarter?

First Some Questions for You Before You Start:
Always ask these ahead of getting a
project started:
o What could go wrong?
o Is there a required due date?
o What do you think will really go
wrong?
o Is your schedule aggressive but
realistic?
o What or how do you plan to
manage all the moving parts?
o Have you talked to all the people
you need? Really all the people?

3. Stakeholders
Without buy-in, good luck getting things started.
Without wins, fewer approved projects are in your future.

E91 – Business Decisions Based on Overreacting & How to Avoid Doing It
https://www.businessof.digital/podcast/e91/

Larger Company = Larger Numbers

People & Teams
SEO PPC
Int/Ext
Writers
Creative or
Design
Analytics or
Data
C Suites
Social
Media
Legal or
Security
Developers Marketing IT ETC….

Your Internal Teams

All the Bosses

All the Bosses
o Who are the decision makers that can make your project happen (in
and out of company)
o Who are the people that control the resources, people or budget
that can help your project?
o Who could stand to gain from your project? Think big and wide.

E99 – How to Sell Your Project to Leadership
https://www.businessof.digital/podcast/e99/

4. Align Goals
Often overlooked, but aligning goals can save a project
down the road.

Align Goals - Stakeholders

Align Goals – Do They Line Up?

Align Goals – From Top Down (SEO Example)

Align Goals – From Top Down (PPC Example)

Align Goals – From Top Down (Product Example)

Metrics & Goals + Align W/ Biz =

Bad. Good.
GOOD.
BAD.

Kickoff Meeting - Rules of Engagement aka Tug of War BEGINS

Kickoff Meeting - Goals
Same Page
Sponsor or Contact’s
Goals
Business Goals Resourcing

Kickoff Meeting – New Project
1. The same things from your
Internal Kickoff
1. Who, what where for
meetings
2. Internal and External
Resources
3. Goals
2. Talk through project and scope
3. What branding is to be
followed?
1. Are there brand guidelines?
4. How often are reports due?
Monthly? Weekly? Yearly?
5. Who all has final say?
6. Who owns stake holder
relationships?
7. Who is sending out internal
communications?
8. What teams are involved?
1. Dev?
2. Paid Search?
3. Legal?
9. Do you have access to tools, data,
resources?
10.Establish ongoing meeting
schedule and Next Steps.

Meetings - They Will Keep Happening

Deliverables – Plan Ahead

Deliverables… Delivered?

Deliverables… Delivered.

6. Budget
The more the better, but honestly you will need at least
some.

Known Costs – Internal Employees

Known Costs – QA & Managing External

So Now What?

Put together a team or someone else will….

R&R - KPI Overload
https://marketoonist.com/2019/11/kpi-overload.html

R&R - Rankings & Shelf Space
Page 1
o 2 of 5 images
o 4 of 9 listings
Page 2
o 6 of 10 listings
Breakdown:
o My Sites - 4 (3 sites)
o Conferences - 2
o Social/Profile Sites - 4

R&R - Rankings & Shelf Space Report

R&R – How to Create Rankings & Shelf Space Report
How to do it:
o Select a decent set of keywords. Min 100
o Pick 2-4 Competitors
o Break into Products, Services, Categories, Business Lines, Something. Min
10-20
o Monitor rankings at least 1-2 times a week, average them for month
o Display it over time in some manner!

R&R - Just always remember this with deliverables and reporting.
So what? Via https://twitter.com/pjhfusco

Where Problems Can Happen.

Do You Need an Audit? And if so, what kind and how deep?
Give this a read if you are
thinking of blindly doing an
audit every month, quarter
and in some cases every
year -
https://newsletter.seomba.
com/p/lets-never-talk-
about-seo-audits
Think about why and what
you are doing.
What is the goal? Are
there known issues?

Measure everything.
Determine what scales but more importantly, what matters.
Below is a great example from https://bertiecharlton.com/rethinking-technical-seo-audits/ which
you should also fully read.
Scale
10,000 out of 1,000,000 pages (1%) have missing page titles.
Performance
10,000 pages with missing page titles make up 20% of all organic traffic.
Opportunity
10,000 pages with missing page titles rank for keywords making up 35% of the search volume
for all keywords found in Search Console.
What adds value? What scales? What aligns and will help you and other
teams hit their goals?
Now apply this to your deliverable. Digimarcon Chicago w/ @daver 54

Just always remember this with deliverables and reporting.

Why SEO Processes Fail?
Data and research of 500+ responses via @aleyda at https://www.aleydasolis.com/en/search-
engine-optimization/how-to-winning-seo-website-audit-growth/

Deliverable Examples
Content Audit
Technical SEO Audit

Focus on Your Self
They say, "don't blame these kids, just focus on yourself, Ren"
(Ooh)
https://www.youtube.com/watch?v=6_hnhVDtzTY

Techical SEO Audit
Where does this start and stop?
1

K.I.S.S - Checklists
Only 70 or so items here! https://www.distilled.net/technical-seo-audit-checklist/
Over 180 items from
https://docs.google.com/spreadsheets/d/1SPBUSPpz43PeYY0C
jv2mUVuo5oReDclyIuoRcyZdsSw/edit#gid=1234651138

Maybe Not so Simple?
242 items from https://andydrinkwater.com/seo-audit-
checklist/
This is a long combo checklist I started some years (don’t actively use) with well over 250
items and growing.

More Resources aka Examples
Resources:
o List of resources -
https://learningseo.io/execute-
seo/seo-audits-recommendations/
o Technical Audit for Humans -
https://docs.google.com/spreadsheet
s/d/1s3qFVyQHNoKxdPFZX0KNwfpj
10UjlsWQJhkmE-
9dM7s/edit#gid=1103542176
o Audit checklist from Distilled -
https://www.distilled.net/technical-
seo-audit-checklist/
o Annie’s great checklist -
https://www.annielytics.com/reso
urces/annielytics-site-audit-
checklist/
o WordPress checklist -
https://docs.google.com/spreads
heets/d/1SPBUSPpz43PeYY0Cj
v2mUVuo5oReDclyIuoRcyZdsS
w/edit#gid=1234651138
o Checklist by iQ SEO -
https://docs.google.com/spreads
heets/d/1XbUesSJsMQrg3Jwg2I
oFvWAnzVuJJtSOZlqWlmbcJPo
/edit#gid=1934022618

My Technical Audit Tips
Tips:
o Focus on what is wrong.
o Ignore what is correct or working.
o Focus on Scale.
o Prioritize each item.
o Always QA fixes.
o PPT, checklist, Word, on the fly – do what makes sense for you but I
recommend that at least some documentation is best (even if it is just you).
o Dust off an audit 3 or 6 months later. What is still broken? What is broken
again? What new issues have been revealed?
o Pick the format that works for you and your “client”. Client can be a CMO,
business owner, your boss, developer, CTO, client, multiple people @ your
client, etc..
o So what?

Content Audit
Is Content still King?
2

Goals & Reasons
What is your goal aka why are you doing this?
o New client/job and want to understand what is on the site.
o New client/job and want to understand what is working.
o Doing a redesign/site move and want to clean things up.
o PURGE ALL THE THINGS.

Tool Box
What you will need:
o Crawler – Screaming Frog, Sitebulb, Lumar, Botify, OnCrawl (and
there are many more out there) - I love Xenu but not for this.
o Excel. Sorry, Google Sheets is just for sharing when done unless
you have a tiny site.
o Analytics access – GA or whatever you have.
o Google Search Console. No excuses.
o Google Search Console scraper/API tool – there are a few out there
depending on your budget
o Link Tool – Majestic, SEMrush, Ahrefs all work great.
o Elbow grease and lots of RAM on your computer if you have a huge
site.

Content Audit Examples
o Orbit Media’s Checklist & Template -
https://www.orbitmedia.com/blog/website-content-audit/
o Ashley Segura (of TopHatRank) gives step by step directions -
https://www.searchenginejournal.com/on-page-seo/content-
audit-checklist/
o Nielsen Norman Group’s template -
https://www.nngroup.com/articles/content-audits/
o Google Sheets Template from Distilled -
https://www.distilled.net/resources/content-audit-template/
o Multiple ways to content audit via Wordstream -
https://www.wordstream.com/blog/ws/2021/08/10/content-audit
o Great breakdown but template is behind a form -
https://terakeet.com/blog/content-audit/
o WEBRIS - https://webris.org/content-audit/

My Audit & Process

My Audit & Process - Breakdown
o Basics – URL, Page Status (200, 301, 404)
o Page Type
o Subfolder
o Notes
o Keyword Assignment
o Metas
o GSC
o Internal Links
o External Links
o GSC – Visit Data
o GSC - Inspection
o GA

What I think of a Content Audit:

• Once was a web developer.
• Spent 10+ years in-house
and 10+ years at agencies
• I have worked with many
Internet Retailer 500 and
Fortune 100 businesses.
• I have helped many startups
and businesses get started
with SEO and PPC.
• Every company I have
worked for has been bought
or spun off (yes really).
• That is a photo of my boss –
he is ~9 now.
Who Is Dave Rohrer

Managing Director - Dave Rohrer, YAHOO

Managing Director - Dave Rohrer, YAHOO

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Managing Director - Dave Rohrer, YAHOO