Originally presented at the inaugural MKE Search on October 18th, 2017. Arm yourself with the process and system to rest your mind that any audit you undertake will leave no stone unturned, and your efforts yield the result you seek.

1. Sherlock
Holmes
& SEO Audit’s

2. #MARRIEDUp
@DamonGochneaur

4. GATHER REPORTANALYZE
@DamonGochneaur

5. TECHNICAL
BAGGAGE
@DamonGochneaur

6. @DamonGochneaur

7. ALL THE
Data
@DamonGochneaur

8. GATHER

9. Crawl Errors GATHER

10. Index s ta tus GATHER

11. GATHER

12. GATHER

13. GATHER

14. ANALYZE
@DamonGochneaur

15. Strategy Architecture
Optimization
+ All Pages
Rich Data
+ Product pages
Product Page Optimisation
+ Calls-to-Action
+ Deep In-Linking
+ Keyword Focused Text
Local SEO
Link Building
Search Engine Submissions +
Management
Content Planning + Optimisation
Quarterly + Monthly KPIs:
+ Traffic by source
+ Keywords in Google Top 20
+ Conversions by Source
Site Speed
Title Tags / Description Tags
Domain Architecture
Link Cleanup
On-Page
Measurement +
RefinementTechnical
SEO
On-Page SEO Off-Page SEO Technical SEO
Measurement +Refinement
Off-Page
@DamonGochneaur

16. @DamonGochneaur

17. AUDIT Checklist
@DamonGochneaur

18. REPORT

19. artlivemedia 019COMMERCIAL IN CONFIDENCE
Search Strategy
Yeti.com – July 2017 - US/Core Site Focus

20. Share of search demand
HOW ARE PEOPLE SEARCHING?
For unbranded terms related to Yeti’s core products (’coolers’,
‘water bottle’, etc), the market is highly competitive – with big box
retailers leading most of the search market.
While the strength of our brand drives high search volume for
branded terms, unbranded search is where we have the most
opportunity to improve our rankings and occupy more positions in
the top 10 results on SERPs.

21. Supporting reports summary
IF YOU WOULD LIKE MORE DETAIL ON ANY OF THE AREAS,
YOU CAN REFER TO OUR SUPPORTING EXCEL REPORTS:
REPORT NAME DESCRIPTION
Link Building Report
• Summary and detail list of links built the
previous month
• List of link locations for following month to
approve
Keyword Ranking Report
• List of keywords and their rankings for the
month
• Change % between this and previous
month
Keyword Analysis Report • Updated analysis of keywords each month
Site Pages Report
• List of all pages on site and traffic to each +
bounce rate + conversion rate
Content Report
• List of current/updated influencers
• List of current/submitted content and trend
reviews
• Content status
Technical Audit Report
• List of all found tech issues including
anything outstanding
• Detailed status of all current tech issues

22. artlivemedia 022
An overview of avg. monthly metrics
(Aug 2016– May 2017)
In sales were
made from these
buyers
$5.0MM
Sessions
the website
1.89MM
Were convinced to
buy something
1.85%

23. artlivemedia 023
An overview of organic traffic (monthly avg.)
$2.9MM
Sessions to the site directly,
from organic search results or
from links to your site that are
on other websites (referrals).
966k 2.03%
31%
Left the site (bounced)
as soon as the got there
Monthly Purchases
On avg.
19,664 49.4k
In sales were made
from these buyers
Were convinced to
buy something
Products were sold on
average

24. artlivemedia 024
$4,491,340
$3,001,711
$4,639,589
Mar 2017
Core metrics: past 3 months
SESSIONS CONVERSION RATE REVENUE
Other than the holiday months,
revenue has trended flat over
time, fluctuating in the
$3M-4.5M range
1,668,076
1,517,175
2,308,323
April 2017 May 2017Mar 2017
1.85%
1.50%
1.95%
April 2017 May 2017Mar 2017 April 2017 May 2017

25. Where traffic came from
TRAFFIC ACQUISITION ANALYSIS & INSIGHTS
This section talks about how organic visitors came to
the site and what specific channel drove them there.
We then compare this to the previous month and this
month last year.
Traffic breakdown has been fairly stable over the past
few months. In recent months, we recruited more traffic
through the paid search channel than the organic
search channel. Though it is good for us to take up real
estate on SERPs via paid and organic listings, we are
in a great position to implement our SEO strategy and
bring the Organic Search channel back up to 30-40% of
traffic.
We also built out the email channel in recent months, a
channel that converts consistently high each month.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MAR-17 APR-17 MAY-17
Referral
Display
Other
Social
Email
Direct
Paid Search
Organic Search

26. Keywords in Google top 20
ANALYSIS & INSIGHTS
We are slowly recovering from the loss in rankings last September. Though we already rank for 5,000 keywords in the top 20, there is opportunity to
rank higher for terms we are targeting (such as ‘coolers’) and to drop keywords that we’re ranking for, but are not useful to us (like ‘yeti knockoff
cooler’).
0
1000
2000
3000
4000
5000
6000
JUL '16 AUG '16 SEP '16 OCT '16 NOV '16 DEC '16 JAN '17 FEB '17 MAR '17 APR '17 MAY '17 JUN '17
Actual - This Year Actual - Last Year

27. Keywords that sent organic traffic
KEYWORDS THAT SENT THE MOST TRAFFIC:
o yeti
o yeti coolers
o yeti cup
o yeti cooler
o yeti rambler
o yeti tumbler
o yeti cups
o yeti hopper
o yetti
o Tumbler
KEYWORDS THAT SENT THE LEAST TRAFFIC:
o yeti fridge
o yeti cooler divider
o yeti colorway
o yeti cooler 75
o how much does a yeti cup cost
$40,000
Organic listings were shown 5MM times.
9.24% were clicked on.
3,941,787
5,025,737
Apr ‘17 May ‘17
TOTAL IMPRESSIONS

28. APPENDIX

29. APPENDIX

30. GATHER REPORTANALYZE
@DamonGochneaur

31. @DamonGochneaur
DAMON@ASPIROAGENCY.COM