How to Drive Growth through your SEO Audits at #BrightonSEO

HOW TO DRIVE GROWTH THROUGH YOUR SEO AUDITS

#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti

I’m Aleyda Solis

ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/

I do SEO I Tweet I Share


http://ORAINTI.COM

http://@ALEYDA

http://FB.COM/ALEYDASEOTIPS/

I Write I Speak I’m Featured

I’m Aleyda Solis


Are your SEO recommendations usually not implemented?


Are your clients disappointed because they don’t see the expected results in the established time?


Does this happen after spending weeks developing the SEO audit & recommendations?


STOP, IT’S TIME TO

FOCUS#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti

The goal of an SEO audit is to achieve

GROWTH#SEOauditsGrowth #BrightonSEO by @aleyda from @orainti

Let’s Growth focus your Audits by making them:

STRATEGICAL PRIORITIZED ACTIONABLE


STRATEGICAL


Technical Configuration CRAWLABILITY & INDEXABILITY

Content RELEVANCE

Links POPULARITY

Your Site

Don’t start your SEO audit by identifying your optimization status


Your Site


Content RELEVANCE

Links POPULARITY


You need to first establishing its context to make your audit strategical

Current Organic Search Performance


Audience Search Behavior & Industry Potential

Your Competition

The Context of your Current Organic Search Performance


Your Site


Content RELEVANCE

Links POPULARITY



Which are your overall best ranked queries and their related metrics?


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



Obtain each one of the queries & related metrics for your top pages with URLProfiler


Identify the areas bringing more organic search visibility per device & country by using

OnPage.org Impact “Directories” Report

http://onpage.org


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


Now you know which are your most valuable current pages, areas & queries and the ones with

optimization potential


The Context of Your Competition

Your Site


Content RELEVANCE

Links POPULARITY

Your Competition


What’s your organic search visibility vs. your competitors? Assess the gap: Do they target more

queries, have better positions or both?

Use SEMRush


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?



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


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?


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



The Context of Your Audience Search Behavior & Industry Potential

Your Site

Audience Search Behavior & Industry Potential


Content RELEVANCE

Links POPULARITY

What other Queries does your audience search for? Expand per category, location, device

Use KWFinder


Use any of these other Keywords tools! Check the Keyword Matrix Comparison


bit.ly/keywordmatrix

http://bit.ly/keywordmatrix

Establish the existing modifiers & permutations to identify the audience search behavior


Gather their metrics: From search volume to rankings, competition & seasonality


To Identify the relevant search potential per query segment, and prioritize the highest ones

Use SEOmonitor


As well as to establish the existing gap between your current content to target these queries


Your Site


Content RELEVANCE

Links POPULARITY

Your Competition

All this provides a context that your audit & Recommendations can focus on to drive growth


Audience Search Behavior &

Industry Potential


PRIORITIZED


Your Site

Now you can validate all of the SEO relevant aspects by following a checklist, but…


Content RELEVANCE

Links POPULARITY


https://moz.com/blog/technical-site-audit-for-2015


Prioritizing the pages, areas & queries that are most important, have highest potential & biggest

opportunity gap



Your Site


Content RELEVANCE

Links POPULARITY


Analyzing those specific pages in parallel (faster as they’re fewer) to identify quick wins


Crawl in list mode those top pages, additionally to the usual crawl with the spider mode to all

of the site


Connecting the optimization status with the identified opportunities to target


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


Content RELEVANCE

Links POPULARITYHigh

Medium

Low

As well as the overall optimization areas, to target all aspects towards the ones that

matter the most


ACTIONABLE



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

http://bit.ly/recostemplate


It should explain how to implement each action, with examples of every scenario along

with the identified pages to be tackled


Summarize these recommendations too by specifying their What, Why, Where, Who &

When to make them easier to execute

WHAT WHY WHERE WHO WHEN


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


This will align the execution of the prioritized recommendations with resources & timings











… And if for some reason there are challenges to implement any of the recommendations











It can help to reprioritize the activities, avoiding bottlenecks & keep launching











This will facilitate not only the actionability but also the accountability, coordination & resource

management too









How many highly important with low optimization status have been re-prioritized?

Which resources & people have been correctly advancing and which have had delays?


Check out my #KoozaiTV video where I go much more into detail about actionable reccos.

bit.ly/actionableseo

http://bit.ly/actionableseo


The goal should be that the specified recommendations are effectively implemented

to achieve the results as expected


The goal should be that the specified recommendations are effectively implemented

to achieve the results as expected

GROWTH


Make your SEO audits great again!

STRATEGICAL PRIORITIZED ACTIONABLE


NOW IT’S YOUR TIME! THANKS :)


How to Drive Growth through your SEO Audits at #BrightonSEO

Marketing