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Pubcon Vegas2017 - tips and techniques for an seo site audit - rob woods

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SEO is getting more and more technical. In addition to everything you need to consider for your traditional site, mobile, apps, AMP, page speed, and more can add levels of complexity to your technical SEO implementation. You can hire an SEO to audit your site, but that can take time and be expensive. What if you could check the most important stuff on your site or your client’s site yourself? We will explore how to perform a DIY SEO check-up on your site, the best tools to you, and how to get the most common and serious issues resolved quickly.

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Pubcon Vegas2017 - tips and techniques for an seo site audit - rob woods

  1. 1. #pubcon Tips and Techniques for an SEO Site Audit Presented by: Rob Woods @robdwoods #pubcon
  2. 2. #pubcon SEO CONSULTANT Technical Editor of The Art of SEO Technical Editor of Social eCommerce Inhouse SEO – 12 Years Independent Consultant – 5 Years Conference Speaker – Pubcon, SMX Advanced, etc. ROB WOODS
  3. 3. #pubcon
  4. 4. #pubcon Why Do Your Own SEO Audit? • Diagnose issues that might be holding you back • Professional audits from great auditors can have a wait list • Professional audits can be expensive (esp. if they are good) - $1,500 to $20,000 • Uncover simple to correct problems • Tell you when to get a specialist involved #pubcon
  5. 5. #pubcon Limits of DIY Audits • Problems may be very complex • Indicate problems but not solutions • Solutions may be complex • It takes experience to prioritize problems and solutions #pubcon
  6. 6. #pubcon The Technical Audit • Analytics • Indexation and Crawling • Site Errors • Sitemaps • Navigational Structure • Redirects and Canonicals • URL Optimization • Link Equity Distribution • Structured Data • Mobile Optimization • Page Speed #pubcon
  7. 7. #pubcon Analytics • Interruptions in traffic over the past year? • Long-term traffic trends • Organic traffic dips could be due to: – Site redesign – Algorithmic penalty – Manual penalty – Poor user experience #pubcon
  8. 8. #pubcon SEM Rush #pubcon
  9. 9. #pubcon Crawling Your Site
  10. 10. #pubcon#pubcon
  11. 11. #pubcon
  12. 12. #pubcon Crawling Data • Google Search Console • Ratio of indexed to crawled • Outliers #pubcon
  13. 13. #pubcon Indexation • Check indexation status on GSC • Check cache • Check GSC Crawling Report #pubcon
  14. 14. #pubcon Link Clump PubCon Social Media and Search Marketing Conferences 2010 https://www.pubcon.com/dallas2010/ Past Attendees – Pubcon https://www.pubcon.com/pastattendees Site Search – Pubcon https://www.pubcon.com/sitesearch faq – Pubcon https://www.pubcon.com/faq Contacts – Pubcon https://www.pubcon.com/contact PubCon blog https://www.pubcon.com/blog/ Pubcon Orlando https://www.pubcon.com/orlando2004/ Conference Exhibitors - Pubcon https://www.pubcon.com/vegas2005/exhibitors. htm #pubcon
  15. 15. #pubcon Errors • Focus on “real” ones • Prioritize ones with external links • Provide a prioritized list with targets • Break out any that can be solved with rules • Tools: GSC 404 report, Screaming Frog 4xx report, Deep Crawl, Majestic Pages Report
  16. 16. #pubcon Robots.txt • Watch syntax for Googlebot • Test Using GSC robots tester #pubcon
  17. 17. #pubcon Meta Robots • Check for noindex where it shouldn’t be • Index, follow means nothing • Save time analyzing dup content, titles, etc.
  18. 18. #pubcon Sitemaps • Pages not indexed • Doesn’t match number of indexed pages • Non-canonical URLs • Crawl sitemap for broken / non canonical • Tools: GSC, Screaming Frog #pubcon
  19. 19. #pubcon Sitemaps #pubcon
  20. 20. #pubcon Sitemaps
  21. 21. #pubcon Sitemaps #pubcon
  22. 22. #pubcon URL Structure • Are your URLs overly complex? • Are they being indexed normally? • Check for duplicate content created by lower case letters and end slashes
  23. 23. #pubcon URL Structure • http://unbounce.com/ • http://unbounce.com/features/ • http://unbounce.com/features/drag-drop-any-element/ • http://unbounce.com/blog/ • http://unbounce.com/conversion-rate-optimization/16-overlay-examples-critiqued-for-conversion/ • https://www.ronco.com/ • https://www.ronco.com/kitchen-appliances.html • https://www.ronco.com/kitchen-appliances/dehydrators.html • https://www.ronco.com/5250-ezstore-rotisserie.html • https://www.ronco.com/kitchen-appliances.html?dir=asc&limit=24&order=price
  24. 24. #pubcon URL Structure • https://community.logitech.com/s/ • https://community.logitech.com/s/topic/0TO31000000UKNkGAO/gaming • https://community.logitech.com/s/question/0D53100005GW4aBCAT/g900-lights-issue • https://community.logitech.com/s/feed/0D53100005CeqlGCAR
  25. 25. #pubcon Link Equity Distribution • Look at the link equity of each page – is it distributing in a normal fashion? • Find “Orphan” Pages • Too many outgoing links per page? • Tools: Majestic, ahrefs #pubcon
  26. 26. #pubcon Link Equity Distribution #pubcon
  27. 27. #pubcon Link Equity Distribution #pubcon
  28. 28. #pubcon High Level Canonical URLs • www / non www don’t redirect or 302 • http / https • No canonical tag (extra important on home page) #pubcon
  29. 29. #pubcon Canonical Link Element • Google often ignores it • Make sure all canonical signals agree • Href lang, sitemaps, internal links #pubcon
  30. 30. #pubcon Duplicate Content • Check Google for a phrase on your site to check for externally duplicated content • GSC HTML Improvements – How to diagnose why they occur #pubcon
  31. 31. #pubcon Duplicate Content #pubcon
  32. 32. #pubcon Duplicate Content • Internal vs. External • Slash/no slash, http vs https, www/no www • Faceted navigation • Alternate URL paths • Tools: Observation, GSC dup titles, Deep Crawl duplicate pages, Screaming Frog #pubcon
  33. 33. #pubcon Duplicate Home Pages #pubcon
  34. 34. #pubcon External Duplicate Content
  35. 35. #pubcon Title Tags • Are they too long for the SERPs? • Duplicates and blanks • GSC duplicates • Screaming Frog: duplicates, long titles, blank titles, look at all in crawl #pubcon
  36. 36. #pubcon Meta Descriptions • Influences click through rate • Google shows up to 150 characters / 930 pixels • GSC duplicates • Is Google pulling unhelpful text? Or do they encourage searchers to click? #pubcon
  37. 37. #pubcon Structured Data • Check errors • Look for opportunities • Breadcrumbs • Product • Reviews/ratings • Aggregate reviews/ratings • Location #pubcon
  38. 38. #pubcon Structured Data #pubcon
  39. 39. #pubcon Site Pages • Look at each template • Focus on home page • Home, Category, Subcategory, Product, Blog, Post, etc • Content (text cache), Title Tag, Fetch/Render #pubcon
  40. 40. #pubcon Site Pages #pubcon
  41. 41. #pubcon Mobile Usability #pubcon
  42. 42. #pubcon Mobile Usability #pubcon
  43. 43. #pubcon Mobile Usability • https://mobilemoxie.com
  44. 44. #pubcon AMP
  45. 45. #pubcon
  46. 46. #pubcon Page Speed • What elements are slowing down your site? • Large images? Bloated HTML? • Tools: Page Speed Insights, Google Analytics, Webpagetest.org, Gtmetrix.com, testmysite.thinkwithgoogle.com #pubcon
  47. 47. #pubcon Page Speed – Page Speed Insights • High Level • Common issues • Platforms limit improvements • Images almost always a cause • Screaming Frog Images over 100kb report
  48. 48. #pubcon Page Speed – Page Speed Insights #pubcon
  49. 49. #pubcon Page Speed – Page Speed Timings #pubcon
  50. 50. #pubcon Page Speed – WebPageTest #pubcon
  51. 51. #pubcon Page Speed – WebPageTest #pubcon
  52. 52. #pubcon Page Speed – WebPageTest #pubcon
  53. 53. #pubcon Page Speed – GMetrix #pubcon
  54. 54. #pubcon Page Speed – Load Times #pubcon
  55. 55. #pubcon Page Speed – Load Times #pubcon
  56. 56. #pubcon Coming Soon – Google Search Console #pubcon
  57. 57. #pubcon Coming Soon – Google Search Console #pubcon
  58. 58. #pubcon Coming Soon – Google Search Console #pubcon
  59. 59. #pubcon Bonus Slides • https://www.semrush.com • https://www.google.com/webm asters/ • https://www.screamingfrog.co.u k/seo-spider/ • https://chrome.google.com/web store/detail/linkclump/lfpjkncok llnfokkgpkobnkbkmelfefj?hl=en #pubcon
  60. 60. #pubcon Bonus Slides • https://www.deepcrawl.com/ • https://majestic.com/ • https://mobilemoxie.com • https://ahrefs.com/ • https://developers.google.com/s peed/pagespeed/insights/ • https://www.webpagetest.org #pubcon
  61. 61. #pubcon Bonus Slides • https://gtmetrix.com/ • https://testmysite.thinkwithgoo gle.com/ #pubcon
  62. 62. #pubcon rob@robwoods.org @robdwoods

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