assess. diagnose. fix: how to become a leading seo mechanic
DESCRIPTION
This presentation outlines how to assess, gather data, and perform a successful SEO audit of your or your client's websites. During the SEO process, it's important to know the tools and when and where to use them.TRANSCRIPT
May 14–16, 2014
#CZLTO | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Assess. Diagnose. Fix:How to Become a Leading SEO Mechanic
Bill HartzerGlobe RunnerSenior SEO Strategist
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Overview
• When you need to perform an SEO audit• What tools you can use• How to spot SEO issues you need to fix• SEO Audit Checklist
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
When you Need to Perform an SEO Audit
• Changes in rankings or traffic• Development: before a site goes live• Development: before a website redesign• Once every 6 months, or annually
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
What Tools You Can Use
• Traffic Tools• Webmaster Tools (Bing, Google)• Crawlers - crawl sites that gather data• Link Tools - show links to your site• Link Audit Tools - audits links to your site
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Traffic Tools
• Google Analytics• SEMRush
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Traffic Tools
• Google Analytics• Use to analyze traffic for drops, changes
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Traffic Tools
• SEMRush• Analyze changes in rankings
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Webmaster Tools
• Bing Webmaster Tools
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Bing Webmaster Tools
• Spot Issues To Fix:
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Webmaster Tools
• Google Webmaster Tools
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Google Webmaster Tools
• Spot Issues to Fix
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: OptiSpider
• What it does:• Crawls site, analyzes internal links on site.• Analyzes topic/reputation of site, pages
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: OptiSpider
• Spot Issues to Fix:• Mismatch between anchor text and topic
of pages
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Screaming Frog SEO Spider
• What it does: crawls site, grabs data• Titles, Meta Desc., Heading Tags, more
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Screaming Frog SEO Spider
• Spot Issues to Fix:• Review Title Tags, all meta data, headings• Review 404 errors, redirects, URL issues
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Integrity (Scrutiny)
• What it does:• Crawls site, reports redirects, 404 errors• Mac only, finds more errors than other crawlers
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Integrity (Scrutiny)
• Spot Issues to Fix:• 404 errors and 301 redirects (internal and
external bad links)
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Majestic SEO
• What it does: Reports links to your site.
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Majestic SEO
• Spot Issues to Fix:• Topical Trust Flow• Anchor Text of Links• Referring Domains• Links to Site
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Ahrefs
• What it does: Reports Links to Site
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Ahrefs
• Spot Issues to Fix:• Anchor Text• Referring Domains, Outgoing Domain Links
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: OSE, Moz.com
• What it does:• Open Site Explorer Reports Links• Moz.com (Keyword Difficulty Report)• Moz.com has lots of other reports
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: OSE, Moz.com
• Spot Issues to Fix:• Keyword Difficulty Report, Review DA, PA
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Audit Tools: Link Research Tools
• What it does: Lots of reports• Link Detox Identifies Risk of Links to Site
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Audit Tools: Link Research Tools
• Spot Issues to Fix:• Remove Toxic Links to Site, then Disavow• Review Suspicious Links
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Globe Runner SEO Audit Checklist• Search Engine Reputation• Search Engine Exposure• Web Site Structure• Link Popularity• Internal Link Structure• Site Meta Data• Social Media (accounts, engagement)• Domain Name(s) owned• Local (NAP data, citations, reviews, etc.)
Contact me for copy of 10 Page SEO Audit Checklist.
@bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Thank You
Contact Me
Bill HartzerSenior SEO StrategistGlobe Runner SEOEmail: [email protected]: (214) 236-4378Office: (972) 538-0260 Ext. 7076Direct: (469) 645-1231
Web: http://www.globerunner.comBlog: http://www.billhartzer.comTwitter: @bhartzer