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From SEO Theory To Business Success - Turning SEO Audits in to Real World Profit

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Slides from my talk at UnGagged Las Vegas 2017, where I spoke about ensuring your SEO audits help a business achieve tangible success.

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From SEO Theory To Business Success - Turning SEO Audits in to Real World Profit

  1. 1. @badams #GetUnGagged @badams #GetUnGagged From SEO Theory To Business Success Turning SEO Audits in to Real-World Profit Barry Adams Polemic Digital 13 November
  2. 2. @badams #GetUnGagged Barry Adams ➢ Doing SEO since 1998 ➢ Founder of Polemic Digital ➢ Co-Chief at State of Digital
  3. 3. @badams #GetUnGagged @badams #GetUnGagged What is an SEO Audit?
  4. 4. @badams #GetUnGagged
  5. 5. @badams #GetUnGagged
  6. 6. @badams #GetUnGagged Start of an Improvement Process Analysis of a website using applied SEO theory to initiate a process towards improved organic search visibility. SEO Audit
  7. 7. @badams #GetUnGagged https://jamesclear.com/marginal-gains
  8. 8. @badams #GetUnGagged SEO Audit Model 1. Technology 2. Relevancy 3. Authority
  9. 9. @badams #GetUnGagged Web Search Engines Three distinct processes: 1. Crawler 2. Indexer 3. Query Engine
  10. 10. @badams #GetUnGagged Web Crawler (Googlebot) • Spiders the web; ➢ Starts with list of pages from previous crawls and XML sitemaps • Extracts hyperlinks and adds to crawl queue • Retrieves new and changed content • Access can be restricted with robots.txt
  11. 11. @badams #GetUnGagged Elements of the Crawler • Crawl ‘Politeness’; ➢ How fast can we crawl a site? • URL Importance; ➢ How often do we need to recrawl a URL? • HTML Parser; ➢ Can we find links in the crawled URL?
  12. 12. @badams #GetUnGagged Crawler: HTML Parser
  13. 13. @badams #GetUnGagged Indexer (Caffeine) • Analyses content • Analyses links • Analyses webpage layout • Can be influenced with meta tags
  14. 14. @badams #GetUnGagged Elements of the Indexer • Web Rendering Service; ➢ Renders webpages as a browser would (Chrome 41) • PageRanker; ➢ Calculates a URL’s PageRank • Canonicalisation; ➢ Determines the canonical URL
  15. 15. @badams #GetUnGagged PageRanker • Calculates each canonical page’s PageRank; ➢ Links, links, links ➢ Internal and external links both count ➢ PageRank Damping factor • Feeds back to the crawler; ➢ High PR = high crawl priority
  16. 16. @badams #GetUnGagged Web Rendering Service https://developers.google.com/search/docs/guides/rendering
  17. 17. @badams #GetUnGagged Web Rendering Service • Chrome 41 is the rendering engine • Stateless; ➢ No cookies are saved ➢ Local & Session Storage is cleared
  18. 18. @badams #GetUnGagged Query Engine • Tries to understand the intent of the search; ➢Context ➢Synonyms ➢Entities • Retrieves relevant pages from the index • Ranks pages based on; ➢Content relevance ➢Authority signals ➢Freshness
  19. 19. @badams #GetUnGagged SEO Audit Model Crawler Indexer Query Engine Technical SEO On-Page SEO Off-Page SEO
  20. 20. @badams #GetUnGagged C-Suite Developers / IT Marketing SEO and Corporate Roles Technical SEO On-Page SEO Off-Page SEO
  21. 21. @badams #GetUnGagged @badams #GetUnGagged Writing Audit Reports
  22. 22. @badams #GetUnGagged https://www.annielytics.com/comprehensive-self-guided-site-audit-checklist/
  23. 23. @badams #GetUnGagged Only IncludeWhat Needs The checklist should be provided as an attachment
  24. 24. @badams #GetUnGagged Omit The Trivial Stuff .
  25. 25. @badams #GetUnGagged
  26. 26. @badams #GetUnGagged Concise and Light on Jargon If you can’t explain it simply, you don’t understand it yourself
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  31. 31. @badams #GetUnGagged Three Main Audiences 1. C-Suite 2. Marketers 3. Tech
  32. 32. @badams #GetUnGagged C-Suite • Summary of key points; ➢ No jargon • Don’t Apportion Blame; ➢ You need to keep marketing & tech on side • Show Them The Money; ➢ Estimate the positive impact of your recommendations
  33. 33. @badams #GetUnGagged Marketing • Your Job = Make Marketing Look Good • SEO is a process; ➢ Not a one-off activity • Competitors aren’t doing everything right either; ➢ Don’t imitate, innovate • Give them the tools; ➢ Teach a man how to fish…
  34. 34. @badams #GetUnGagged Tech • Speak Their Language; ➢ Understand their paradigm • Basic Concepts You Need To Get Across: ➢ How search engines work ➢ URLs are sacred ➢ SEO benefits Tech • Don’t Tell Them How, Tell Them Why; ➢Outcome focused – they can find their own path
  35. 35. @badams #GetUnGagged @badams #GetUnGagged Implementation
  36. 36. @badams #GetUnGagged Turn Them In To (Novice) SEOs
  37. 37. @badams #GetUnGagged https://developers.google.com/
  38. 38. @badams #GetUnGagged
  39. 39. @badams #GetUnGagged Show Them The Rewards
  40. 40. @badams #GetUnGagged Persistence
  41. 41. @badams #GetUnGagged
  42. 42. @badams #GetUnGagged @badams #GetUnGagged What I’ve Learned About SEO From 60+ SEO Audits…
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  44. 44. @badams #GetUnGagged What is The Maximum Length of a Title Tag?
  45. 45. @badams #GetUnGagged Visual limit: ± 70 characters / 512 pixels Index limit: ? • https://www.davidnaylor.co.uk/how-many-page-title-characters-does-google-index.html • https://moz.com/blog/title-tags-is-70-characters-the-best-practice-whiteboard-friday • https://www.hobo-web.co.uk/title-tags/
  46. 46. @badams #GetUnGagged
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  48. 48. @badams #GetUnGagged 110 Characters
  49. 49. @badams #GetUnGagged Title Tag = Headline + Brand 110 – 3 = 107 – (# of Brand Name characters) = Max Headline Length in CMS
  50. 50. @badams #GetUnGagged How Up To Date are Error Reports in Google Search Console?
  51. 51. @badams #GetUnGagged
  52. 52. @badams #GetUnGagged Search Console Reports 1. Crawler 2. Indexer 3. Query Engine
  53. 53. @badams #GetUnGagged NotVery Up-To-Date…
  54. 54. @badams #GetUnGagged Are XML Sitemaps for Discovery?
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  56. 56. @badams #GetUnGagged Web Crawl is Supreme
  57. 57. @badams #GetUnGagged
  58. 58. @badams #GetUnGagged XML Sitemaps • XML Sitemaps supplement web crawls; ➢ They never replace a crawlable site • URLs in XML sitemap have slightly higher crawl priority; ➢ No guarantee for crawling or indexing • Priority & Changefreq tags are ignored; ➢ Lastmod tag is taken in to account
  59. 59. @badams #GetUnGagged How Many XML Sitemaps Can You Include in a Sitemap Index?
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  61. 61. @badams #GetUnGagged However…
  62. 62. @badams #GetUnGagged
  63. 63. @badams #GetUnGagged @badams #GetUnGagged ThankYou Follow me: @badams Email me: barry@polemicdigital.com

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