Performing a Technical SEO Audit

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

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 the Data (MS Excel, MS Word) Start making notes (Notepad)

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

Audit SEO - plan de actiune Screaming Frog

Audit SEO - plan de actiune OptiSpider

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 Bing Webmaster Tools

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 Moz Campaign

Audit SEO - plan de actiune SEMRush Site Audit

Audit SEO - plan de actiune Website Log Files Weblog Storming, AwStats

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 on-site and on-page.

Audit SEO - plan de actiune Google Webmaster Tools Links

Audit SEO - plan de actiune Ahrefs Links

Audit SEO - plan de actiune Majestic.com Links

Audit SEO - plan de actiune Majestic.com Topic Review

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 URIValet.com Check Server Headers

Audit SEO - plan de actiune WebPageTest.org Page Performance

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 Review – Google Analytics

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 New pages not updated on sitemap Issues with multiple sitemaps No sitemap file?

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 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 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 My Business Bing Places for Business Yahoo! Local

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 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 for Obvious Issues Look for Odd Data Points More notes!

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, 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 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 Descriptions Headings H1, H2, 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 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 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 the Results Make it look great! Action Plan Implementation Plan

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 PowerPoint needed for client meeting?

Audit SEO - plan de actiune Present The Results - Document Cover Page Table of Contents Overview (summary, positives, negatives) Website Crawlability (404s, 301s, 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 Issues Present Action Plan for Implementing