The Art & Science of Site AuditsThe Art & Science of Site Audits

Adam AudetteSEO with Many Hats

The Art & Science of Site AuditsThe Art & Science of Site Audits

Adam AudetteSEO with Many Hats

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• Site audits are extremely intensive

• Rely on experience

• Problem solving is crucial

• Basics can easily be taught

• Takes time to learn deeply

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I’m the SEO with many hatsI’m the SEO with many hats

(and they’re all white)

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Brief BackgroundBrief Background

• 2nd generation search marketer

• John Audette, Outrider

• President at AudetteMedia, Inc

• Search Marketing Boutique

• Oversee SEO at Zappos

• With Zappos since 2001

• Lead SEO Strategy for international agency

• Key partnership with AudetteMedia

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Part Art...Part Art...

• Follow your nose

• Use your experience

• Requires diligence

• Requires trust

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Part Science...Part Science...

• Use tools to diagnose

• Undergo calculated investigation

• Check for set factors

• Document carefully

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1111

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On-page

• Domains

• Sections & Categories

• Pages

• Media

A Framework for SEO AuditsA Framework for SEO Audits

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Off-page

• Backlinks (quantity, quality)

• Social Media Signals

• Cache Date(s), Indexed Pages

• Toolbar PageRank

A Framework for SEO AuditsA Framework for SEO Audits

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The Big 4 FactorsThe Big 4 Factors

• URLs

• Site Architecture & Navigation

• Product-level Pages

• Site Latency

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What about Deliverables?What about Deliverables?

• Summarize

• Keep it Prioritized

• Keep it Actionable

• Build in Follow-up

• Sizzle Matters

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SIZZLE!SIZZLE!

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Documenting IssuesDocumenting Issues

• Problem

• Impact

• Recommended Solution(s)

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Some Cool ToolsSome Cool Tools

• Google Searches

• site: + inurl: / intitle:

• Lynx / SEO-browser.com

• Charles / ySlow

• Various Toolbars

• WAVE

• Web Developer

• SEO Book

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More Cool ToolsMore Cool Tools

• Linkscape

• SEMRush

• wget

• Log Analysis

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http://www.audettemedia.com/blog/seo-diagnostics-tool

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http://www.audettemedia.com/blog/seo-guide-information-architecture

SEO for Information ArchitectureSEO for Information Architecture

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Thank you!Thank you!

Adam Audette@audette

www.audettemedia.com

Thank you!Thank you!

Adam Audette@audette

www.audettemedia.com