seo tools for website audits
DESCRIPTION
A technical website audit is important for understanding why your site ranks - or doesn't rank - on search engines. Through a proper site audit, basic on-page information can be ascertained and evaluated, as can server-side issues, internal linking and your site's external back link profile. This slide deck is from a presentation I gave at ClickZ Live Toronto on May 15, 2014. It includes SEO tools - both paid and free - that I utilize while performing technical website audits. Some of the tools listed are free, most are paid.TRANSCRIPT
May 14–16, 2014
#CZLTO | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Digital Campaign Power ToolkitSite Audit Edition
Thom CraverVP Development & ITInternet Marketing Ninjas
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
WHO AM I? WHY AM I A TOOL?
• SEO Since 1999• VP, (tool) Development• Over 150 FREE Tools
– InternetMarketingNinjas.com/tools
– tools.seochat.com
– freetools.webmasterworld.com
• Internally: Over 80 tools• “Pro” Tools coming soon
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
@ThomCraver
You don’t talk to your client, your tool does!
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
SITE AUDITS• On-Page Elements• Links (internal and external)• Schema Markup (Rich Snippets)• Server-side Issues• 302, 403, 404, other issues
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
@ThomCraver
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
HOW I AUDIT…1. Site Architecture
2. On-Page Elements
3. Crawler Site Accessibility
4. Server-Side Technical Elements
5. External Backlink Profile
6. Monitoring Tools
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
HOW D
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
SCREAMING FROG SEO SPIDER
ON-PAGE ELEMENTS: • URL• Status Code• Title Tag• Meta – Description, Keywords• H1 and H2 content• Document size in: KB, word count• Internal linking: inbound/outbound• Duplicate Content Check
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
OTHER CRAWLERS
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
CRAWL AS GOOGLEBOT
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
FETCH AS BINGBOT
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
BENEFITS: ARCHITECTURE, ON-PAGE, ACCESSIBILITY
• At-a-glance data for tags(Title, Meta, IMG/ALT, Canonical)
• Heading Usage (H1, H2)• Outbound / Internal Link checking• Status code issues: 301, 302, 403, 404• Server Directives• Redirect chains
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
SEMANTIC KNOWLEDGE
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
FACEBOOK OPEN GRAPH
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
STRUCTURED DATA TESTING TOOL
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
HOW I AUDIT…1. Site Architecture
2. On-Page Elements
3. Crawler Site Accessibility
4. Server-Side Technical Elements
5. External Backlink Profile
6. Monitoring Tools
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
WEB DEVELOPER TOOLBAR
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
SEO QUAKE TOOLBAR
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
GOOGLE PAGE SPEED INSIGHTS
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
GOOGLE PAGE SPEED INSIGHTS
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
GTMETRIX
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
READY.MOBI
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
HOW I AUDIT…1. Site Architecture
2. On-Page Elements
3. Crawler Site Accessibility
4. Server-Side Technical Elements
5. External Backlink Profile
6. Monitoring Tools
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
MAJESTIC SEO
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
COMPREHENSIVE BACKLINKS
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
RELEVANT LINKS = CONTENT
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
HOW I AUDIT…1. Site Architecture
2. On-Page Elements
3. Crawler Site Accessibility
4. Server-Side Technical Elements
5. External Backlink Profile
6. Monitoring Tools
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
WHAT DO YOU USE?
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
ANALYTICS: STAY UP TO DATE!
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
OLD GA CODE: DO NOT USE!
Older Synchronous Code
var pageTracker = _gat._getTracker("UA-123456-1"); pageTracker._trackPageview();
Urchin GA Code
_uacct = "UA-123456-1”; urchinTracker ();
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
CURRENT GA TRACKING CODE
Universal Analytics Code
ga('create', 'UA-123456-1', ’yoursite.ca'); ga('send', 'pageview');
Current Asynchronous Code
_gaq.push(['_setAccount', 'UA-123456-1']); _gaq.push(['_setDomainName', ’yoursite.ca']); _gaq.push(['_trackPageview']);
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
GOOGLE WEBMASTER TOOLS
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
BING WEBMASTER TOOLS
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
SEM RUSH: KEYWORDS & RANKINGS
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
SEM RUSH: CAMPAIGN TRACKING
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
LIST O’ TOOLS…• Screaming Frog SEO Spider• Web Developer Toolbar (Chris Pederick)• SEOQuake Toolbar• PageSpeed Insights, Structure Data Tool• GTMetrics• mobiReady• Majestic SEO• SEM Rush
@ThomCraver
May 14–16, 2014 | #CZLTO | @ClickZLive
SIMON WILL NOW TAKE QUESTIONS…