strategical seo audits that drive growth at #digitalolympus
TRANSCRIPT
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Strategical SEO Audits that Drive Growth Actionable Tips to Identify the Issues & Opportunities that Matter Most
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
I’M ALEYDA SOLIS
I DO SEO
ORAINTI.COM
I TWEET
@ALEYDA
I SHARE
FB.COM/ALEYDASEOTIPS/
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
I SPEAKI WRITE
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
SEO Audits > Checklist Validating the current status of your SEO is just the start
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Your audits should not only validate & assess all of the areas influencing your site organic search status
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
Your Site
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
But also take into consideration your current search performance, behavior & potential of target audience
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Current Organic Search Performance
Your Site
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
Audience Search Behavior &
Industry Potential
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Current Organic Search Performance
Audience Search Behavior &
Industry Potential
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
.. as well as the existing situation vs. your competition
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Your Site
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
Your Competition
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Current Organic Search Performance
#crossfunctionalseo at #SearchFest by @aleyda from @orainti
To prioritize & target your SEO processes actions accordingly
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Your Site
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
Your Competition
High
Low
Medium
Medium
Low
Low
Audience Search Behavior &
Industry Potential
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
Here you have a few questions to make your audits strategical & target them to drive growth
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Let’s start by understanding your current organic search performance vs. your competitors
Current Organic Search Performance
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Which are your current best ranked queries and their related metrics per device? Clicks, Impressions, Position
Identify those with a top position but low CTR as well as the existing gap
per device for each metric
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Do the same analysis with your content: which queries are they ranking and for which they have a best & worst performance?
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Easily go through the queries for each page by using URLprofiler
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Or onpage.org! Use Onpage too to identify your areas & categories bringing more organic search visibility
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
What’s your organic search visibility vs. your competitors? It’s about a higher volume or better positions?
Puregym has more traffic with less terms: Target More volume or has
better Rankings?
Use SEMRush
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Which Queries Are Driving this Organic Search Visibility & Traffic to your competitors vs. Your Site?
Identify the ones they target that you don’t or the ones
both of you are not ranking well with
Use SEMRush
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Which Pages Are Driving Organic Search Visibility & Traffic to your competitors vs. Your Site?
Identify which content they have and are getting
traffic with that you still don’t
Use SEMRush
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
These questions will likely allow you to identify quick wins to prioritize your SEO actions targeting!
Top pages that your competition is already leveraging to get top
organic visibility & traffic
Top queries that you’re still not ranking well but you already have content for
+Top queries that your
competitors are already ranking well for but you are
not
Top pages that both your competitors and you are not ranking that well with
high volume queries
+
Top queries for which you’re already ranking well
but you have a low CTR
Top queries per device that you’re still not leveraging with specifically relevant
content but it will be easy to create
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Now let’s assess the existing search potential and the gap vs. your own & competition status
Audience Search Behavior & Industry Potential
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
What additional queries do your audience have? Expand per category, location & characteristics
Identify which content they have and are getting
traffic with that you still don’t
Use SEMRush
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Check also those that your competition used to rank with in the past but have lost over time
Identify the potential reason for the lost:
Change of content or Web structure?
Use SEMRush
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Which of these queries categories & locations have a positive search trend & higher mobile search volume?
Use Google’s Keyword Tool
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Which of your competitors are making the most out of the identified mobile search potential & how are they doing it?
Identify the specific queries & pages they’re using to target them: Compare
them to yours!
Use Sistrix
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
What’s the identified top queries difficulty & which ones offer the opportunity to increase visibility w/ SERPs functionalities?
Use SEMRush
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
These questions will likely allow you to prioritize queries with higher growth opportunities
Queries with high search volume and low difficulty
level that you already have pages for but
you’re not ranking with
Queries with low-medium search volume & low
difficulty level with a growth trend over time
+Top Relevant Queries that your competition used to
rank for but are not targeting anymore
Queries with high difficulty level but SERP
functionality that is easily targetable
+
Queries with high search volume & low-medium
difficulty that you’re not targeting but is easy & meaningful to create
content for
Specific Mobile search queries that you’re still not targeting with your Mobile
Web presence
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Let’s verify your link popularity status & the gap vs. your competition
Link profile & preferences
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
What’s your site link authority vs. your competitors?
Identify if it’s a matter of link volume or popularity
Use CognitiveSEO
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Which Websites are linking to your competitors that are still not linking to you?
Do their unique links coincide with the ones of
higher authority?
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Which Pages Are Getting More links to your competitors vs. Your Site?
Compare the targeted queries & topics and correlate with those with higher visibility
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
What type of sites are providing more links to your competitors vs. your own?
Identify the share of site wide, high domain influence & links per country.
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
What’s the share of highly optimized links vs. “spontaneous” ones
Is there any specific tactic that can be identified from these links
characteristics?
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Which of your links and those of your competitors are going to error pages?
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Based on the identified characteristics: What type of links you should prioritize to create?
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
And last but not least, how you’re optimizing your pages from a technical and content perspective for those priority queries
Content & technical Optimization
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Verify if your non-indexable, redirected, canonicalized, blocked or error pages coincide with those that you should
use to target your highest potential queries
Prioritize the technical optimization of those pages that will target the queries
with highest potential
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Prioritize the optimization of content & key elements -titles, descriptions, headings, text, images- for those targeting top
queries
Start optimizing the key content elements of those pages with the
highest opportunities
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Are you not sure if you should target the query or not? Follow this Flow-Chart!
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti
By Following these questions & process your audits will prioritize those actions that will drive the highest growth
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti
Questions?
#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti