web123 performing an seo health check: a guide to auditing your seo-11-02-2011
TRANSCRIPT
Performing an SEO Health Check: A Guide to Auditing Your SEO Strategies for staying one step ahead of the rest
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Housekeeping Items
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What’s at Stake Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
Search Engine User Behavior
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1 Complete a Full SEO Site Audit Baseline your website, including crawl rate and indexation of your site’s pages
2 Identify Pages That Bring Traffic Sustain the SEO value of keyword phrases that are driving traffic to your site
3 Develop Proper Navigation & Linking Structure Ensure your URLs are SEO-friendly and your site structure is SEO-supported
4 Manage Your Inbound Links Solidify true SEO credit from outside sources
5 Conduct On-Page Optimization Checks Establish a cohesive landing page structure across your site
Webinar Agenda
#wm123
@bradleywjoe
1 Complete a Full SEO Site Audit Baseline your website, including crawl rate and indexation of your site’s pages
2 Identify Pages That Bring Traffic Sustain the SEO value of keyword phrases that are driving traffic to your site
3 Develop Proper Navigation & Linking Structure Ensure your URLs are SEO-friendly and your site structure is SEO-supported
4 Manage Your Inbound Links Solidify true SEO credit from outside sources
5 Conduct On-Page Optimization Checks Establish a cohesive landing page structure across your site
Webinar Agenda
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@bradleywjoe
• Search on Google or Bing: Site:domainname.com
• Identify how many pages are being indexed
1 Complete a Full SEO Site Audit Examine your site pages indexed on the search engines
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• Check your cache to view crawl frequency
1 Baseline How Often Your Site is Crawled Make sure site navigation links can be followed
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Compare against Google’s Webmaster Tools
1 Use Webmaster Tools for Crawler Stats
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@bradleywjoe
1 Complete a Full SEO Site Audit Baseline your website, including crawl rate and indexation of your site’s pages
2 Identify Pages That Bring Traffic Sustain the SEO value of keyword phrases that are driving traffic to your site
3 Develop Proper Navigation & Linking Structure Ensure your URLs are SEO-friendly and your site structure is SEO-supported
4 Manage Your Inbound Links Solidify true SEO credit from outside sources
5 Conduct On-Page Optimization Checks Establish a cohesive landing page structure across your site
Webinar Agenda
#wm123
@bradleywjoe
2 Identify Key Website Metrics Are you webpages engaging visitors?
Visitor Bounce Rate?
• Relevancy
Visitor Time on Site?
• Engagement
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2 Gauge Your Keyword Potential Find low hanging fruit
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• Identify the traffic on EACH keyword
• Utilize the keywords that are MOST relevant to your product or service
• Look for keywords that have potential to bring qualified traffic
2 Gauge Your Keyword Potential Find low hanging fruit
#wm123
@bradleywjoe
1 Complete a Full SEO Site Audit Baseline your website, including crawl rate and indexation of your site’s pages
2 Identify Pages That Bring Traffic Sustain the SEO value of keyword phrases that are driving traffic to your site
3 Develop Proper Navigation & Linking Structure Ensure your URLs are SEO-friendly and your site structure is SEO-supported
4 Manage Your Inbound Links Solidify true SEO credit from outside sources
5 Conduct On-Page Optimization Checks Establish a cohesive landing page structure across your site
Webinar Agenda
#wm123
@bradleywjoe
Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-ROI Tracking: detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact:
#wm123
@bradleywjoe
3 Navigate Your Keyword Placement Strategize proper keyword placement in content silos
• Place 3-5 keyword iterations on each page of your site
• Determine which pages are best suited to each keyword
• Assign each keyword to a page in each website section
• Develop a cohesive theme across each page and section
About Us
Services
Products
Other Relevant Internal Pages
About Us Products Services
#wm123
@bradleywjoe
1 Complete a Full SEO Site Audit Baseline your website, including crawl rate and indexation of your site’s pages
2 Identify Pages That Bring Traffic Sustain the SEO value of keyword phrases that are driving traffic to your site
3 Develop Proper Navigation & Linking Structure Ensure your URLs are SEO-friendly and your site structure is SEO-supported
4 Manage Your Inbound Links Solidify true SEO credit from outside sources
5 Conduct On-Page Optimization Checks Establish a cohesive landing page structure across your site
Webinar Agenda
#wm123
@bradleywjoe
Serve as “votes” for your website
4 Links Matter
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• Support your content with other
relevant sources such as:
• Company blog
• Newsletters
• Facebook posts
• Tweets
• White papers
• Case studies
• Infographics
On-page content needs to be supported by other content channels
4 How Do I Get More Inbound Links?
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4 Be a trusted source Is your content worthy of being shared?
What You Need to Offer:
• Unique Research
• Informed Opinions
• News/Trend Analysis
• Authentic Expert Contributors
Industry relevant
blogs
Mentioned in news
publications
Cited at conferences +
events
Liked/Shared on
Links are
Tweeted/Retweeted
Links from Forums
Courtesy: SEOmoz
#wm123
@bradleywjoe
1 Complete a Full SEO Site Audit Baseline your website, including crawl rate and indexation of your site’s pages
2 Identify Pages That Bring Traffic Sustain the SEO value of keyword phrases that are driving traffic to your site
3 Develop Proper Navigation & Linking Structure Ensure your URLs are SEO-friendly and your site structure is SEO-supported
4 Manage Your Inbound Links Solidify true SEO credit from outside sources
5 Conduct On-Page Optimization Checks Establish a cohesive landing page structure across your site
Webinar Agenda
#wm123
@bradleywjoe
Page Titles are the most important page ranking factor!
5 Conduct On-Page Optimization Checks Analyze your Page Titles
• Include keywords at the start of your page title
• Use a call to action
• Page Titles affect Click-through rates (CTR)
Bad Example!
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5 Conduct On-Page Optimization Checks Define H1 Tags and ALT Tags
Define at the page level to allow maximum SEO benefit: • Layout
• Length
• Content
Ensure you are operating with a CMS where H1 tags will not affect the navigation or menu system
Thank You!
#wm123
@bradleywjoe
Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-ROI Tracking: detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact: