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How to perform a Technical SEO Audit

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Slides from my talk at the Optimisey Cambridge SEO meetup in March 2019, where I spoke about my approach to technical SEO audits.

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How to perform a Technical SEO Audit

  1. 1. @badams@badams How to perform a Technical SEO Audit Barry Adams Polemic Digital
  2. 2. @badams
  3. 3. @badams “This guy is a dick.” - A client’s lead dev
  4. 4. @badams@badams My SEO Audit Model
  5. 5. @badams Web Search Engines Crawler Indexer Ranker
  6. 6. @badams
  7. 7. @badams The Three Pillars of SEO Technology Relevancy Authority
  8. 8. @badams Relation toWeb Search Technology Crawler Relevancy Indexer Authority Query Engine
  9. 9. @badams Relation toWeb Search Technology Crawler Relevancy Indexer Authority Query Engine
  10. 10. @badams 1.Technology Technical SEO is about; • Crawl optimisation • Load speed • Mobile SEO • JavaScript • International SEO
  11. 11. @badams 2. Relevancy On-page SEO is about; • Keyword/topical focus • Information Architecture • Page structure • Content quality • Structured Data • Accessibility
  12. 12. @badams 3. Authority Authority & Ranking is about; • Link building • Internal linking • Social signals • Spamming the shit out of Google
  13. 13. @badams ‘Technical’ SEO Audit Technology Crawler Relevancy Indexer Authority Query Engine
  14. 14. @badams@badams What is an SEO Audit?
  15. 15. @badams
  16. 16. @badams
  17. 17. @badams Start of an Improvement Process Analysis of a website using applied SEO theory to initiate a process towards improved organic search visibility. SEO Audit
  18. 18. @badams https://jamesclear.com/marginal-gains
  19. 19. @badams@badams Before The Audit…
  20. 20. @badams Google Search Console
  21. 21. @badams
  22. 22. @badams Access Must-have: • Google Search Console Nice to have: • Web Analytics • Server Log Files
  23. 23. @badams@badams Audit Tools
  24. 24. @badams Initial Scan
  25. 25. @badams DeepCrawl
  26. 26. @badams Screaming Frog
  27. 27. @badams Google Search Console
  28. 28. @badams Google Search Console
  29. 29. @badams GTmetrix
  30. 30. @badams SEOInfo
  31. 31. @badams Wappalyzer
  32. 32. @badams Link Redirect Trace
  33. 33. @badams@badams The Actual Audit
  34. 34. @badams Checklist
  35. 35. @badams The Key to a Good Audit
  36. 36. @badams The Key to a Good Audit Pattern Recognition
  37. 37. @badams
  38. 38. @badams Identify Templates 1. Homepage 2. Category page 3. Product/Service page 4. Blog/News overview page 5. Post/Article page 6. Static Content page 7. … ?
  39. 39. @badams@badams Writing The Report
  40. 40. @badams It will be shared
  41. 41. @badams Make it Actionable
  42. 42. @badams Only IncludeWhat Needs The checklist should be provided as an attachment
  43. 43. @badams Omit The Trivial Stuff .
  44. 44. @badams
  45. 45. @badams Prioritise Backwards 1. Ranking Issues; ➢ If a page is indexed, what prevents it from ranking? 2. Indexing Issues; ➢ If a page is being crawled, why isn’t it indexed properly? 3. Crawling issues; ➢ Why is a page not being crawled?
  46. 46. @badams Concise and Light on Jargon If you can’t explain it simply, you don’t understand it yourself
  47. 47. @badams
  48. 48. @badams
  49. 49. @badams
  50. 50. @badams
  51. 51. @badams Three Main Audiences 1. C-Suite 2. Marketers 3. Tech
  52. 52. @badams 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
  53. 53. @badams 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…
  54. 54. @badams 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
  55. 55. @badams “This guy is a dick.” - A client’s lead dev
  56. 56. @badams Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at StateofDigital.com ➢ Columnist for SearchEngineLand.com
  57. 57. @badams@badams Questions? barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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