the phillosophy of seo audits

SEO AUDITS

Presented by:Alan Bleiweiss

@AlanBleiweiss http://AlanBleiweiss.com

Audit Experience

@AlanBleiweiss

SEO AUDITS

@AlanBleiweiss

SEO is about UXAs seen through the eyesOf search algorithms and manual reviewers

SEO AUDITS

@AlanBleiweiss

The Primary Purpose ofan SEO Audit

Is to Identify Search Engine UX Evaluation Weakness

SEO AUDITS

@AlanBleiweiss

Improving UX Evaluation Factors =  More Relevant Visibility

& Higher Conversion Potential

SEO AUDITS

@AlanBleiweiss

An Audit That Includes Too Many TasksWill Overwhelm People Into Inaction

Or Distract Resources

SEO AUDITS

@AlanBleiweiss

Strategic Site Audits•Overview Only

•Not Too Granular•Provides Tasking Recommendations

SEO AUDITS

@AlanBleiweiss

e.g.; If You Identify Weakness In Keyword Selection• Show Examples• Recommend Better Phrase Selection• Show Examples of Better Phrases

SEO AUDITS

@AlanBleiweiss

e.g.; If You Identify Poor Topical Organization• Show Examples• Recommend Reorganization• Provide Example Reorganization Options

SEO AUDITS

@AlanBleiweiss

QUART – The 5 Super-Signals of SEO

• Quality• Uniqueness• Authority• Relevance• Trust

SEO AUDITS

@AlanBleiweiss

When Is It Time To Perform

A Strategic Audit?

SEO AUDITS

@AlanBleiweiss

When Revenue Is Inexplicably Down

SEO AUDITS

@AlanBleiweiss

When Traffic Takes A Nose Dive

SEO AUDITS

@AlanBleiweiss

When You’ve Been Slapped

SEO AUDITS

@AlanBleiweiss

When You Think Everything Is “Okay”

SEO AUDITS

@AlanBleiweiss

When You’ve Gone As Far As You Can On Your Own

SEO AUDITS

@AlanBleiweiss

•Main Site•Niche Domains / Sub-Domains•“Related” Sites•Inbound Link Footprint•Supporting Social Signals

What Needs To Be Reviewed

SEO AUDITS

@AlanBleiweiss

Crawl / Processing Speed

Topical Focus / Dilution

Sub-Topical Organization

UX Intuitiveness

Signal Consistency / Confusion

What Needs To Be Reviewed

SEO AUDITS

@AlanBleiweiss

Screaming Frog

Google Analytics

Google Webmaster Tools / Bing Webmaster Tools

URIValet.com / WebPageTest.org

Gather Data From Multiple Sources

SEO AUDITS

@AlanBleiweiss

SEMRush Majestic

SearchMetrics RavenTools

Open Site Explorer Panguin Tool

Gather Data From Multiple Sources

SEO AUDITS

@AlanBleiweiss

Obvious IssuesRequire Attention

SEO AUDITS

@AlanBleiweiss

Obvious IssuesRequire Attention

SEO AUDITS

@AlanBleiweiss

Don’t Just Focus On The Obvious Issues

Always be lookingFor odd data points

SEO AUDITS

@AlanBleiweiss

Always be lookingFor odd data points

SEO AUDITS

@AlanBleiweiss

Always be lookingFor odd data points

SEO AUDITS

@AlanBleiweiss

In the age of PenguinLink Velocity Matters Big Time!

Always be lookingFor odd data points

SEO AUDITS

@AlanBleiweiss

Understand How Different Signals Impact Each Other

SEO AUDITS

@AlanBleiweiss

Understand How Different Signals Impact Each Other

SEO AUDITS

@AlanBleiweiss

Understand How Different Signals Impact Each Other

SEO AUDITS

@AlanBleiweiss

URL Hierarchy

Is it too flat?

Is it too deep?MySite.com/MySite.com/everypage

Architecture that is too flatDilutes group topical focus

SEO AUDITS

@AlanBleiweiss

Duplicate Content Distracts, Dilutes & Deters Conversions

SEO AUDITS

@AlanBleiweiss

Serious Server Delays Alone Can Sometimes Crash your SEO

SEO AUDITS

@AlanBleiweiss

Sometimes Just Resolving Crawl Inefficiency Can Fix Everything

SEO AUDITS

@AlanBleiweiss

Sometimes It’s Just A Single Known Algorithm Update Issue

SEO AUDITS

@AlanBleiweiss

Sometimes it’s More Complex

SEO AUDITS

@AlanBleiweiss

Social & Other ChannelsMatter to SEO

SEO AUDITS

@AlanBleiweiss

SEO is Not An Island Unto Itself

SEO AUDITS

@AlanBleiweiss

Plan for the Best Outcome

SEO AUDITS

@AlanBleiweiss

Set Realistic Expectations

SEO AUDITS

@AlanBleiweiss

Panda Recovery Often Results In 30 – 60 day Rebound Cycle

SEO AUDITSSet Realistic Expectations

@AlanBleiweiss

An SEO Audit Should Strive For Perfect Implementation

Yet Understand Fiscal & Resource Constraints

SEO AUDITSSet Realistic Expectations

@AlanBleiweiss

An SEO Audit Can’t SaveA Business Overnight

SEO AUDITSSet Realistic Expectations

@AlanBleiweiss

An SEO AuditCan Get an Off-The-Rails Effort

Back On Track

SEO AUDITSSet Realistic Expectations

@AlanBleiweiss

For a Step-By-Step “How-To” of My Audit Process Check Out My

Slide Deck from Last Year’s Pubconhttp://bit.ly/AuditHowTo