how to drive growth through your seo audits at #brightonseo
TRANSCRIPT
I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I do SEO I Tweet I Share
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
I Write I Speak I’m Featured
I’m Aleyda Solis
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Are your SEO recommendations usually not implemented?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Are your clients disappointed because they don’t see the expected results in the established time?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Does this happen after spending weeks developing the SEO audit & recommendations?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Let’s Growth focus your Audits by making them:
STRATEGICAL PRIORITIZED ACTIONABLE
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
Your Site
Don’t start your SEO audit by identifying your optimization status
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Your Site
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
You need to first establishing its context to make your audit strategical
Current Organic Search Performance
Current Organic Search Performance
Audience Search Behavior & Industry Potential
Your Competition
The Context of your Current Organic Search Performance
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Your Site
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
Current Organic Search Performance
Current Organic Search Performance
Which are your overall best ranked queries and their related metrics?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Identify those with a top position but low CTR as well as the existing gap per
device & country for each metric
What’s your site top content per device? Identify for which queries it performs best & worst
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Obtain each one of the queries & related metrics for your top pages with URLProfiler
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Identify the areas bringing more organic search visibility per device & country by using
OnPage.org Impact “Directories” Report
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Map these with your current top converting site pages & categories per device & country
Identify those top converting pages that have a higher than
average bounce rate
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Now you know which are your most valuable current pages, areas & queries and the ones with
optimization potential
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
The Context of Your Competition
Your Site
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
Your Competition
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
What’s your organic search visibility vs. your competitors? Assess the gap: Do they target more
queries, have better positions or both?
Use SEMRush
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Identify the ones they target that you don’t or the ones
both of you are not ranking well with
Which Queries Are Driving this Organic Search Visibility & Traffic to your competitors vs. yours?
Which Queries your competitors used to rank for vs. your site but the visibility was lost?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Which Pages Are Driving Organic Search Visibility & Traffic to your competitors vs. yours?
Identify which content they have and are getting traffic
that you still don’t have
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Which Type of Results Features are your Competitors using to maximize their visibility?
Remember that is not only improving rankings but
maximizing your visibility with any feature
Use Sistrix
Which of your competitors are getting the most out of mobile search & how they are doing it?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
By answering these you’ll be able to identify the opportunity gaps to fill vs your competition
Too Granular Existing Pages
Little Existing Competition
No Rankings vs. Competitors
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
The Context of Your Audience Search Behavior & Industry Potential
Your Site
Audience Search Behavior & Industry Potential
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
What other Queries does your audience search for? Expand per category, location, device
Use KWFinder
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Use any of these other Keywords tools! Check the Keyword Matrix Comparison
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
bit.ly/keywordmatrix
Establish the existing modifiers & permutations to identify the audience search behavior
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Gather their metrics: From search volume to rankings, competition & seasonality
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
To Identify the relevant search potential per query segment, and prioritize the highest ones
Use SEOmonitor
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
As well as to establish the existing gap between your current content to target these queries
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Your Site
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
Your Competition
All this provides a context that your audit & Recommendations can focus on to drive growth
Current Organic Search Performance
Audience Search Behavior &
Industry Potential
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Your Site
Now you can validate all of the SEO relevant aspects by following a checklist, but…
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Content RELEVANCE
Links POPULARITY
Technical Configuration CRAWLABILITY & INDEXABILITY
https://moz.com/blog/technical-site-audit-for-2015
Prioritizing the pages, areas & queries that are most important, have highest potential & biggest
opportunity gap
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
https://moz.com/blog/technical-site-audit-for-2015
Your Site
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITY
Analyzing those specific pages in parallel (faster as they’re fewer) to identify quick wins
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Crawl in list mode those top pages, additionally to the usual crawl with the spider mode to all
of the site
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Connecting the optimization status with the identified opportunities to target
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Add the new, updated URLs with right name convention
They are meant to be ranked so should be indexable and differentiated with specifically relevant content
Update links & 301-redirect to only crawl on the protocol to index & rank
Unblock the new URLs to be crawled & indexed
301s should go to the relevant new URLs & stop being linked
Start 301-redirecting 4xx errors to new URL destinations
High
High
Medium
High
MediumLow
Prioritizing the different actions based on how critical towards growth they are
Your Site
Technical Configuration CRAWLABILITY & INDEXABILITY
Content RELEVANCE
Links POPULARITYHigh
Medium
Low
As well as the overall optimization areas, to target all aspects towards the ones that
matter the most
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
As a result of the audit you should create an action-driven recommendation doc that is
descriptive, prioritized & easy to go through
bit.ly/recostemplate
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
It should explain how to implement each action, with examples of every scenario along
with the identified pages to be tackled
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Summarize these recommendations too by specifying their What, Why, Where, Who &
When to make them easier to execute
WHAT WHY WHERE WHO WHEN
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Include them in a matrix along each action at a granular level to answer them, to be featured
in the doc & also kept to be updatedWHAT WHY WHERE WHO WHEN
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index color facets High Low Listings & product
pages 1 Development Maria 1/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016
Add more content to listings w/ less than 5 products by featuring
related onesMedium Medium 2nd level sub-
categories 3 Development & Content
Matt & Maria 3/9/2016
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
This will align the execution of the prioritized recommendations with resources & timings
WHAT WHY WHERE WHO WHEN
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index color facets High Low Listings & product
pages 1 Development Maria 1/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016
Add more content to listings w/ less than 5 products by featuring
related onesMedium Medium 2nd level sub-
categories 3 Development & Content
Matt & Maria 3/9/2016
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
… And if for some reason there are challenges to implement any of the recommendations
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index color facets High Low Listings & product
pages 1 Development Maria 1/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016
Add more content to listings w/ less than 5 products by featuring
related onesMedium Medium 2nd level sub-
categories 3 Development & Content
Matt & Maria 3/9/2016
WHAT WHY WHERE WHO WHEN
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
It can help to reprioritize the activities, avoiding bottlenecks & keep launching
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index color facets High Low Listings & product
pages 1 Development Maria 1/9/2016
Add more content to listings w/ less than 5 products by featuring
related onesMedium Medium 2nd level sub-
categories 2 Development & Content
Matt & Maria 2/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 3 Content Matt 3/9/2016
WHAT WHY WHERE WHO WHEN
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
This will facilitate not only the actionability but also the accountability, coordination & resource
management too
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index color facets High Low Listings & product
pages 1 Development Maria 1/9/2016
Add more content to listings w/ less than 5 products by featuring
related onesMedium Medium 2nd level sub-
categories 2 Development & Content
Matt & Maria 2/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 3 Content Matt 3/9/2016
How many highly important with low optimization status have been re-prioritized?
Which resources & people have been correctly advancing and which have had delays?
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Check out my #KoozaiTV video where I go much more into detail about actionable reccos.
bit.ly/actionableseo
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
The goal should be that the specified recommendations are effectively implemented
to achieve the results as expected
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
The goal should be that the specified recommendations are effectively implemented
to achieve the results as expected
GROWTH
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti
Make your SEO audits great again!
STRATEGICAL PRIORITIZED ACTIONABLE
#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti