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Performing a Technical SEO Audit Performing a Technical SEO Audit

Audit SEO - plan de actiune Overview • Gather Data • Analyze • Present Audit SEO - plan de actiune Overview • Gather Data • Analyze • Present Results

Audit SEO - plan de actiune Before You Begin – Info from Client • Audit SEO - plan de actiune Before You Begin – Info from Client • • Google Analytics, Webmaster Tools access Bing Webmaster Tools access Prior history: SEO done in past? Prior history: Domain Names used List of Domain Names owned List of Domain Names redirected List of Competitors Ask: anything else we need to know?

Audit SEO - plan de actiune Gathering Phase • Gather the Data • Save Audit SEO - plan de actiune Gathering Phase • Gather the Data • Save the Data (MS Excel, MS Word) • Start making notes (Notepad)

Audit SEO - plan de actiune Google Searches • site: domain. com –site: www. Audit SEO - plan de actiune Google Searches • site: domain. com –site: www. domain. com • Click last page of SERPs to get page count

Audit SEO - plan de actiune Screaming Frog Audit SEO - plan de actiune Screaming Frog

Audit SEO - plan de actiune Opti. Spider Audit SEO - plan de actiune Opti. Spider

Audit SEO - plan de actiune Integrity (aka Scrutiny) What it does: • Crawls Audit SEO - plan de actiune Integrity (aka Scrutiny) What it does: • Crawls site, reports redirects, 404 errors • Mac only, finds more errors

Audit SEO - plan de actiune Siteliner. com Audit SEO - plan de actiune Siteliner. com

Audit SEO - plan de actiune Bing Webmaster Tools Audit SEO - plan de actiune Bing Webmaster Tools

Audit SEO - plan de actiune Bing Webmaster Tools • Spot issues to fix Audit SEO - plan de actiune Bing Webmaster Tools • Spot issues to fix

Audit SEO - plan de actiune Google Webmaster Tools Audit SEO - plan de actiune Google Webmaster Tools

Audit SEO - plan de actiune Google Webmaster Tools Audit SEO - plan de actiune Google Webmaster Tools

Audit SEO - plan de actiune Moz Campaign Audit SEO - plan de actiune Moz Campaign

Audit SEO - plan de actiune SEMRush Site Audit Audit SEO - plan de actiune SEMRush Site Audit

Audit SEO - plan de actiune Website Log Files • Weblog Storming, Aw. Stats Audit SEO - plan de actiune Website Log Files • Weblog Storming, Aw. Stats

Audit SEO - plan de actiune Audit Site Structure • Internal Link Structure • Audit SEO - plan de actiune Audit Site Structure • Internal Link Structure • Manual Review of Site • URL Hierarchy • Grouping of Topics • GA: In-Page Analytics

Audit SEO - plan de actiune Gather Off-Site Data • It’s not all about Audit SEO - plan de actiune Gather Off-Site Data • It’s not all about on-site and on-page.

Audit SEO - plan de actiune Google Webmaster Tools Links Audit SEO - plan de actiune Google Webmaster Tools Links

Audit SEO - plan de actiune Ahrefs Links Audit SEO - plan de actiune Ahrefs Links

Audit SEO - plan de actiune Majestic. com Links Audit SEO - plan de actiune Majestic. com Links

Audit SEO - plan de actiune Majestic. com Topic Review Audit SEO - plan de actiune Majestic. com Topic Review

Audit SEO - plan de actiune Majestic Trust Flow, Citation Flow • Trust Flow Audit SEO - plan de actiune Majestic Trust Flow, Citation Flow • Trust Flow = Number of clicks from a seed set of trusted sites to a given URL, or Domain • Citation Flow = Number of citations to a given URL, or Domain

Audit SEO - plan de actiune Majestic Anchor Text Review Audit SEO - plan de actiune Majestic Anchor Text Review

Audit SEO - plan de actiune URIValet. com • Check Server Headers Audit SEO - plan de actiune URIValet. com • Check Server Headers

Audit SEO - plan de actiune Web. Page. Test. org • Page Performance Audit SEO - plan de actiune Web. Page. Test. org • Page Performance

Audit SEO - plan de actiune Miscellaneous Data to Review • All sorts of Audit SEO - plan de actiune Miscellaneous Data to Review • All sorts of extras

Audit SEO - plan de actiune Site Speed, DNS Health • Tools. Pingdom. com Audit SEO - plan de actiune Site Speed, DNS Health • Tools. Pingdom. com

Audit SEO - plan de actiune Site Speed Review – Google Analytics Audit SEO - plan de actiune Site Speed Review – Google Analytics

Audit SEO - plan de actiune Robots. txt Issues • • • Default CMS Audit SEO - plan de actiune Robots. txt Issues • • • Default CMS file? Disallowing wrong? Using “allow”? Not specifying sitemap. xml URL Directives conflict with other signals

Audit SEO - plan de actiune Sitemap Issues • Google Webmaster Tools sitemaps • Audit SEO - plan de actiune Sitemap Issues • Google Webmaster Tools sitemaps • New pages not updated on sitemap • Issues with multiple sitemaps • No sitemap file?

Audit SEO - plan de actiune Subdomain Issues • Duplicate content? • Using subdomain Audit SEO - plan de actiune Subdomain Issues • Duplicate content? • Using subdomain rather than directory • Wildcard subdomains turned on? • www versus non-www issues

Audit SEO - plan de actiune Canonical Issues • Review canonical tags • Not Audit SEO - plan de actiune Canonical Issues • Review canonical tags • Not using canonical correctly • Conflicting signals with canonical, others • Canonical tags to help with dupe content

Audit SEO - plan de actiune Use of Structured Data • Taking advantage of Audit SEO - plan de actiune Use of Structured Data • Taking advantage of Schema. org • Not just for local addresses • Reviews and Events • Person, Place, Organization • Products and Offers

Audit SEO - plan de actiune Local Listings – Audit the listings • Google Audit SEO - plan de actiune Local Listings – Audit the listings • Google My Business • Bing Places for Business • Yahoo! Local

Audit SEO - plan de actiune Local Citations – Separate Audit • Are citations Audit SEO - plan de actiune Local Citations – Separate Audit • Are citations correct? • Same address, suite #, phone number?

Audit SEO - plan de actiune Analysis Phase • Analyze the Data • Make Audit SEO - plan de actiune Analysis Phase • Analyze the Data • Make Assumptions & Recommendations • You’re Fat! • You need to exercise! • OK, well maybe not like that…

Audit SEO - plan de actiune Analysis Phase • Analyze gathered data • Look Audit SEO - plan de actiune Analysis Phase • Analyze gathered data • Look for Obvious Issues • Look for Odd Data Points • More notes!

Audit SEO - plan de actiune Analyze Google Analytics • • • Changes over Audit SEO - plan de actiune Analyze Google Analytics • • • Changes over time, year over year data Conversion Data Bounce Rates Pages Per Session Drops in Traffic: Panda or Penguin?

Audit SEO - plan de actiune Panda or Penguin Issues? • Verify with SEMRush, Audit SEO - plan de actiune Panda or Penguin Issues? • Verify with SEMRush, Google Analytics • Moz Google Algorithm Change History moz. com/google-algorithm-change • Panguin Tool barracuda-digital. co. uk/panguin-tool/

Audit SEO - plan de actiune Analyze Keyword Data, Rankings • Look for keyword Audit SEO - plan de actiune Analyze Keyword Data, Rankings • Look for keyword opportunities Anything ranking on 2 nd page? • Review SEMRush Keyword Data • Review GWT Search Query Report

Audit SEO - plan de actiune Analyze On-Site Data • Title Tags • Meta Audit SEO - plan de actiune Analyze On-Site Data • Title Tags • Meta Descriptions • Headings H 1, H 2, etc. • Internal Anchor Text • External Links (outgoing links) • Google Pages Indexed vs. Crawled

Audit SEO - plan de actiune Analyze On-Site Data • Conflicting signals? Overall Topic Audit SEO - plan de actiune Analyze On-Site Data • Conflicting signals? Overall Topic focus • Conflicting signals? • • • Robots. txt vs. Canonical vs. Meta Robots vs. Nofollow Internal Duplicate Content Not Enough Unique Content Internal links within content present? Review Navigation Review Footer, footer links, copyright

Audit SEO - plan de actiune Analyze Off-Site Data • Link Velocity Matters (getting Audit SEO - plan de actiune Analyze Off-Site Data • Link Velocity Matters (getting new links) • Review anchor text (over optimized? ) • Diversity of anchor text • Look for Toxic, Low Quality Links • Run Link Risk, Link Detox report

Audit SEO - plan de actiune Presentation Phase • Present the Data • Show Audit SEO - plan de actiune Presentation Phase • Present the Data • Show the Results • Make it look great! • Action Plan • Implementation Plan

Audit SEO - plan de actiune Present The Results • Use internal or formal Audit SEO - plan de actiune Present The Results • Use internal or formal doc needed? • Who will implement? • Client’s developer? Outside developer? • Implement changes in-house? • MS Word doc, spreadsheets with data • Power. Point needed for client meeting?

Audit SEO - plan de actiune Present The Results - Document • • Cover Audit SEO - plan de actiune Present The Results - Document • • Cover Page Table of Contents Overview (summary, positives, negatives) Website Crawlability (404 s, 301 s, One-Page issues) Content Optimization (site arch. , keyword issues) Linking (Internal links, externals links, link profile) Overall Recommendations

Audit SEO - plan de actiune Finally – Additional Lists • List of Priority Audit SEO - plan de actiune Finally – Additional Lists • List of Priority Issues • Present Action Plan for Implementing