establishing an audit framework
DESCRIPTION
If you're an Internet marketer and have to do any kind of site audits, you may benefit from this presentation. It culminates in a Google Doc with 300+ audit checkpoints.TRANSCRIPT
establishing an audit framework
annie cushingseer interactive @anniecushing
do you approach audits this way?
@anniecushingseer interactive
most expensive mistakes we see regularly
1. subdomain reporting errors in GA
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www.seerinteractive.comrcs.seerinteractive.com
pro tips to minimize chaos
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add an annotation to analytics
change in beginning of month
concatenate in excel
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2. index bloat
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causes of bloat
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ecommerce parameters
faceted navigation
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borked internal linking
search results pages
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5.8 million pages indexed!
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That’s a reduction of 10k+ visits!
bit.ly/SJdX0tCustom GA Report:
let’s do some math
37k pages received organic traffic
645 drove revenue for Feb
.6% of pages indexed received traffic
.01% of pages indexed generated revenue
5.8 million pages indexed in Google
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3. ppc traffic reporting in organic
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totally random aside
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I wasn’t the only one fooled
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PPC
CPC
others:
4. dirty sitemaps
“Your sitemaps need to be clean. We have a 1% allowance for dirt in a sitemap. Examples of dirt are if we click on a URL and we see a redirect, a 404 or a 500 code. If we see more than a 1% level of dirt, we begin losing trust in the sitemap”.— Duane Forrester
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5. sitemap hasn’t been submitted
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FACT:
Sitemaps are so easy to submit, surely everyone does it.
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since caffeine in june 2010, google has an easier time finding sites’ pages
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but bing has a harder time and is more dependent on sitemaps to find sites’ pages
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6. loss of valuable links
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homepage that 302s
pages with links that 404
pages that 500
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a potential solution
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a checklist of 300+ checkpoints
google doc for ease of updating
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organization of google doc
find tabs quickly
include screenshot urls in observations
@anniecushingMore: http://bit.ly/screenshot-apps
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tools google doc
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links to these google docs
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bit.ly/audit-post
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extras in the post
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tips on how to structure and format audit in wordlink to both google docs