the art & science of seo site audits - adam audette - smx advanced 2009

Download The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009

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The Art and Science of SEO Site Audits includes approaches, deliverables, tools and MacGyver.

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  • 1.The Art & Science of Site Audits Adam Audette SEO with Many Hats

2.

  • Site audits are extremely intensive
  • Rely on experience
  • Problem solving is crucial
  • Basics can easily be taught
  • Takes time to learn deeply

3. 4. Im the SEO with many hats (and theyre all white) 5. Brief Background

  • 2 ndgeneration 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

6. Part Art...

  • Follow your nose
  • Use your experience
  • Requires diligence
  • Requires trust

7. Part Science...

  • Use tools to diagnose
  • Undergo calculated investigation
  • Check for set factors
  • Document carefully

8. 9. 10. 11. 12. 13.

  • On-page
    • Domains
    • Sections & Categories
    • Pages
    • Media

A Framework for SEO Audits 14.

  • Off-page
    • Backlinks (quantity, quality)
    • Social Media Signals
    • Cache Date(s), Indexed Pages
    • Toolbar PageRank

A Framework for SEO Audits 15. The Big 4 Factors

    • URLs
    • Site Architecture & Navigation
    • Product-level Pages
    • Site Latency

16. What about Deliverables?

  • Summarize
  • Keep it Prioritized
  • Keep it Actionable
  • Build in Follow-up
  • Sizzle Matters

17. SIZZLE! 18. Documenting Issues

  • Problem
  • Impact
  • Recommended Solution(s)

19. Some Cool Tools

  • Google Searches
      • site: + inurl: / intitle:
    • Lynx / SEO-browser.com
    • Charles / ySlow
    • Various Toolbars
      • WAVE
      • Web Developer
      • SEO Book

20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. More Cool Tools

    • Linkscape
    • SEMRush
    • wget
    • Log Analysis

33. 34. 35. http://www.audettemedia.com/blog/seo-diagnostics-tool 36. 37. SEO for Information Architecture http://www.audettemedia.com/blog/seo-guide-information-architecture 38. 39. Thank you! Adam Audette @audette www.audettemedia.com