How To Audit Your Digital Marketing (For Free) C1 Partners Denver Digital Marketing For Small Business May 12, 2015

1.Getting Started 2.Messaging and Conversion 3.Onsite Structure and Content 4.Offsite Structure 5.Analysis and Competitive Comparison Agenda

Getting Started Tools and Components for Free DIY

Domain, Keywords and Competitors Domain Target keywords Key competitors

Many Free Tools For Your Audit

Quick and Dirty

Messaging and Conversion Does your website have the ability to engage and capture visitors?

Messaging In order to maximize the quantity and quality of clients generated from website traffic, it is vital that the content on your website engages your target buyer personas.

Home Page Branding Target persona Navigation Visually appealing Contact easily Lead generation FAQs Testimonial/Proof

Better Messaging and Conversion Messaging? Are you addressing your prospects completely? 1.Engagement Message? Yes 2.Solution Message? Yes 3.Company Positioning? Yes 4.Proof/testimonials? Yes 5.Calls to Action Yes 6.Differentiator? No 7.Video? Yes 8.Enough Home Page Content? Probably

Website Performance How well is your site currently performing?

How much traffic do you get? How valuable is your traffic? What terms do you rank for? How much is spent on Paid Search? What is the site’s load speed? Is the site mobile-friendly? What is your site’s Domain Authority? What is your website’s Moz Rank? Who are your competitors and how do they compare? Key Questions For Performance

How Much Traffic Do You Get? Organic Traffic PPC Traffic Google Analytics SEMRush

How Much Traffic Do You Get? Organic Traffic PPC Traffic Google Analytics SEMRush

What Terms Do You Rank For? iSpionage.com Look at SEO Keywords Find your top 10 ranked terms – free Find all your terms – paid SEO Value SEO Terms PPC Value PPC Terms

Marketing Grader Look at Blogging, Social Media, SEO, Lead Gen and Mobile Moz Rank Links to site Pages Indexed

Moz Rank and Domain Authority Open Site Explorer Moz Rank Domain Authority Page Authority Link Specifics

Number of pages indexed

Onsite Audit Is your site set up to drive rankings and traffic?

Bad on-site SEO can have a negative impact on your rankings Find areas for improvement On-site SEO strategies change with Google algorithm updates Why audit your website? Onsite Audit – Why?

Key Elements of On Page Website Optimization 1.URL Structure 2.Title tag 3.Meta description and keywords tag 4.Header tags - H1, H2, H3 5.Images and Alt Text 6.Diverse Keywords 7.Diverse Content 8.Relevance

SkisRacing SkisSlalomGiant SlalomDownhill All Mountain Skis TraditionalRockerHybrid Site Structure – Support Keyword Targets Local Note: “Racing Skis” page may be but do not change navigation to “Racing Skis Denver”

Target Keywords in Content… …but don’t overdo it Title and Meta Data Heading Tags Proper URL formatting Duplicate content will often hurt your rankings Internal Linking Silos What to Look For Onsite Audit – What To Look For

Are social media channels accessible from your website? Are you linking back to your website from social media channels? Do your offline activities connect back to digital channels i.e. print ads, trade shows, etc. Social Media Setup

Google Webmaster Tools Checks Content Sitemap HTML Errors Trends More Onsite Audit – Google Webmaster Tools

Brightlocal Free Version Available Reasonably Priced Advantage: Web-based Heading Tags Title Tags Description Tags Other Factors Onsite Audit – Get Started

Offsite Audit Does the Web love you and love you the “right” way?

Compare Your Link Building To Your Competition Ahrefs.com Offers Quantity & Quality Domain Link Comparisons

Anchor Text Profile

Local SEO Local Property Setup & Free Submissions

Local: Links and Citations Tool: Bright Local Local Linkbuilding Critical For Small Business

Local Property Setup and Submissions Moz Local Yext Power Listings Bright Local Citation Burst Quality Citation Sources Referenced by –Google –Yelp –Bing –Yahoo! And many others

Competitive Comparison What are the results of your efforts?

NameSEOSEO$PPCPPC$MozPagesLinksFbTw SourceSEMR u iSpio OSEGoogleOSEFbTw You Comp A Comp B Comp C Comp D Comp E Comp F Comp G Comp H What Is Your Competition Doing? Find the gaps you need to close…

What risks are there to your digital marketing? What weaknesses do your competitors have? What tactics should you prioritize? What are you measuring? What is the frequency of measurement and reporting? Does your reporting inform your tactics and strategy? Analysis

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