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The Ultimate Maturity Audit _ Brighton SEO.pdf

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The Ultimate Maturity Audit _ Brighton SEO.pdf

Maturity Audit framework which determines a site’s organic maturity in an industry. She will take you through the 7-step process and how you can use this to identify the greatest opportunities for your site. She will also show you how to use this to develop strategies and keep stakeholders in the loop.

Maturity Audit framework which determines a site’s organic maturity in an industry. She will take you through the 7-step process and how you can use this to identify the greatest opportunities for your site. She will also show you how to use this to develop strategies and keep stakeholders in the loop.

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The Ultimate Maturity Audit _ Brighton SEO.pdf

  1. 1. The Ultimate SEO Maturity Audit Slideshare.Net/GraceFrohlich1 Grace Frohlich Brainlabs
  2. 2. #brightonseo What is a Maturity Audit in SEO?
  3. 3. #brightonseo A framework to determine the relative maturity of a website
  4. 4. #brightonseo Given a score or rating
  5. 5. #brightonseo Why is this one “the ultimate”?
  6. 6. #brightonseo Story time: Onboarding new client…
  7. 7. #brightonseo Client: “We want to know how our brands are doing in organic search”
  8. 8. #brightonseo Ok, how many brands?
  9. 9. #brightonseo
  10. 10. #brightonseo
  11. 11. #brightonseo Client: “Our brands are in multiple countries and languages”
  12. 12. #brightonseo … how many countries & languages?
  13. 13. #brightonseo UK FR DE PL NL IT
  14. 14. #brightonseo
  15. 15. #brightonseo Client: “And each country has their own website & regional managers”
  16. 16. #brightonseo …ok
  17. 17. #brightonseo
  18. 18. #brightonseo Challenge #1: Multiple brands and product types
  19. 19. #brightonseo Challenge #2: Multiple regions in different growth states
  20. 20. #brightonseo Challenge #3: Each region has their own team
  21. 21. #brightonseo
  22. 22. #brightonseo Objectives: 1. Measure across multiple markets 2. Benchmark 3. Scalable 4. Saves time
  23. 23. #brightonseo 1 Technical Compliance Site Speed Competitors Link Profile Search Opportunity SEO Tracking On-site Content 2 3 4 5 6 7
  24. 24. #brightonseo Understand quick wins and maturity across markets
  25. 25. #brightonseo Have a list of prioritised actions
  26. 26. #brightonseo Set an SEO strategy and roadmap
  27. 27. #brightonseo
  28. 28. Maturity audit framework
  29. 29. #brightonseo 1 Technical Compliance Site Speed Competitors Link Profile Search Opportunity SEO Tracking On-site Content 2 3 4 5 6 7
  30. 30. #brightonseo Score 1 Score 2 Score 3 Score 4 Score 5 Checklist 1 Checklist 2 Checklist 3 … How is it scored?
  31. 31. #brightonseo Scores based on how much of the site is affected
  32. 32. #brightonseo 5 is difficult to get
  33. 33. #brightonseo Site crawler
  34. 34. #brightonseo Website data tool
  35. 35. #brightonseo Analytics tool
  36. 36. #brightonseo 1 Technical Compliance Site Speed Competitors Link Profile Search Opportunity SEO Tracking On-site Content 2 3 4 5 6 7
  37. 37. #brightonseo “Mini” Tech Audit 1 Technical Compliance
  38. 38. #brightonseo
  39. 39. #brightonseo You don’t have to check everything - Prioritise! 1 Technical Compliance
  40. 40. #brightonseo Indexation Ranking Blockers Appearance in SERP 1 Technical Compliance
  41. 41. #brightonseo xml sitemap issues robots.txt JavaScript rendering Indexation 1 Technical Compliance
  42. 42. #brightonseo Redirect issues Duplicate or missing metadata Ranking Blockers 1 Technical Compliance
  43. 43. #brightonseo Schema markup Canonical tags Hreflang tags Appearance in SERP 1 Technical Compliance
  44. 44. #brightonseo Technical Compliance Score Indexation 3 Rank Blockers 3 Appearance in SERP 4
  45. 45. #brightonseo Average overall scores Website Technical Compliance 3.50 Site Speed Competitors On-site Content Link Profile Search Opportunity SEO Tracking
  46. 46. #brightonseo 1 Technical Compliance Site Speed Competitors Link Profile Search Opportunity SEO Tracking On-site Content 2 3 4 5 6 7
  47. 47. #brightonseo Core Web Vitals Site Speed 2
  48. 48. #brightonseo “The Leader”
  49. 49. #brightonseo “The Leader” LCP <2.5 sec
  50. 50. #brightonseo “Fierce Diaz”
  51. 51. #brightonseo “Fierce Diaz” FID <100 ms
  52. 52. #brightonseo “The Charles”
  53. 53. #brightonseo “The Charles” NOPE
  54. 54. #brightonseo “The Charles” CLS <0.1
  55. 55. #brightonseo https://www.screamingfrog.co.uk/seo-spider/user-guide/configuration/ #pagespeed-insights-integration Site Speed 2
  56. 56. #brightonseo Site Speed Score Largest Contentful Paint 3 First Input Delay 4 Cumulative Layout Shift 3
  57. 57. #brightonseo Average overall scores Website Technical Compliance 3.50 Site Speed 3.25 Competitors On-site Content Link Profile Search Opportunity SEO Tracking
  58. 58. #brightonseo 1 Technical Compliance Site Speed Competitors Link Profile Search Opportunity SEO Tracking On-site Content 2 3 4 5 6 7
  59. 59. #brightonseo
  60. 60. #brightonseo Brand Search Trend Are users searching for our brand more than competitors? Competitors 3
  61. 61. #brightonseo Competitors 3
  62. 62. #brightonseo Organic Traffic Is our traffic higher than competitors? Is our site traffic growing over time? Competitors 3
  63. 63. #brightonseo Competitors 3
  64. 64. #brightonseo Share of Voice (SoV) What is our "share of voice" for relevant keywords? Competitors 3
  65. 65. #brightonseo Searches that you rank for Available market searches Competitors 3
  66. 66. #brightonseo
  67. 67. #brightonseo Estimated Total Clicks My website 37,345 Competitor 1 2,861 Competitor 2 553 Competitor 3 4,211 Competitor 4 31,868 Competitors 3
  68. 68. #brightonseo Estimated Total Clicks Formula My website 37,345 Website Clicks / Total Clicks Available Competitor 1 2,861 Competitor 2 553 Competitor 3 4,211 Competitor 4 31,868 Total Clicks Available 100,000 Competitors 3
  69. 69. #brightonseo Estimated Total Clicks Formula Estimated SoV My website 37,345 Website Clicks / Total Clicks Available 37.35% Competitor 1 2,861 2.86% Competitor 2 553 0.55% Competitor 3 4,211 4.21% Competitor 4 31,868 31.87% Total Clicks Available 100,000 Competitors 3
  70. 70. #brightonseo Competitors Score Brand Search Trend 3 Organic Traffic 2 Share of Voice (SoV) 3
  71. 71. #brightonseo Average overall scores Website Technical Compliance 3.50 Site Speed 3.25 Competitors 2.66 On-site Content Link Profile Search Opportunity SEO Tracking
  72. 72. #brightonseo 1 Technical Compliance Site Speed Competitors Link Profile Search Opportunity SEO Tracking On-site Content 2 3 4 5 6 7
  73. 73. #brightonseo Content Production How often is content updated? How often is new content posted? On-site Content 4
  74. 74. #brightonseo Method 1: Ask the content team On-site Content 4
  75. 75. #brightonseo content on your site?
  76. 76. #brightonseo Method 2: Custom extraction On-site Content 4
  77. 77. #brightonseo
  78. 78. #brightonseo Organic Traffic Distribution Which pages drive the most organic traffic? Is traffic evenly distributed? On-site Content 4
  79. 79. #brightonseo
  80. 80. #brightonseo Organic Conversions How often do organic users convert, and on which pages? On-site Content 4
  81. 81. #brightonseo Branded vs. Non-branded
  82. 82. #brightonseo Non Traffic-Driving Content Do indexable pages drive at least 10 organic sessions per month? On-site Content 4
  83. 83. #brightonseo
  84. 84. #brightonseo On-site Content Score Content Production 2 Organic Traffic Distribution 3 Organic Conversions 2 Non-Traffic Driving Content 2
  85. 85. #brightonseo Average overall scores Website Technical Compliance 3.40 Site Speed 3.25 Competitors 2.66 On-site Content 2.33 Link Profile Search Opportunity SEO Tracking
  86. 86. #brightonseo 1 Technical Compliance Site Speed Competitors Link Profile Search Opportunity SEO Tracking On-site Content 2 3 4 5 6 7
  87. 87. #brightonseo Internal Linking + Backlinks Link Profile 5
  88. 88. #brightonseo Internal Linking Links to important pages (e.g., homepage) Site structure Link Profile 5
  89. 89. #brightonseo https://support.google.com/webmasters/answer/9049606?hl=en
  90. 90. #brightonseo Backlinks: External links to our site Link Profile 5
  91. 91. #brightonseo Overall Profile Size Total backlinks & root domains vs. competitors Link Profile 5
  92. 92. #brightonseo
  93. 93. #brightonseo Backlink Distribution Quality of backlinks Vs. competitors Link Profile 5
  94. 94. #brightonseo
  95. 95. #brightonseo My site Comp 1 Comp 2 Comp 3 Comp 4
  96. 96. #brightonseo Penalty Risk Link spam warnings in Search Console? Are we clearly purchasing spammy links? Link Profile 5
  97. 97. #brightonseo Link Profile Score Internal Linking 2 Overall Profile Size 3 Backlink Distribution 2 Penalty Risk 3
  98. 98. #brightonseo Average overall scores Website Technical Compliance 3.40 Site Speed 3.25 Competitors 2.66 On-site Content 2.33 Link Profile 2.50 Search Opportunity SEO Tracking
  99. 99. #brightonseo 1 Technical Compliance Site Speed Competitors Link Profile Search Opportunity SEO Tracking On-site Content 2 3 4 5 6 7
  100. 100. #brightonseo Keyword Identification How do you identify new keyword opportunities? Search Opportunity 6
  101. 101. #brightonseo Keyword Mapping What is your keyword mapping process? Search Opportunity 6
  102. 102. #brightonseo Conversion Paths Are there organic conversion paths? Search Opportunity 6
  103. 103. #brightonseo your conversion paths?
  104. 104. #brightonseo Search Opportunity Score Keyword Identification 3 Keyword Mapping 1 Conversion Paths 2
  105. 105. #brightonseo Average overall scores Website Technical Compliance 3.50 Site Speed 3.25 Competitors 2.66 On-site Content 2.33 Link Profile 2.50 Search Opportunity 2.00 SEO Tracking
  106. 106. #brightonseo 1 Technical Compliance Site Speed Competitors Link Profile Search Opportunity SEO Tracking On-site Content 2 3 4 5 6 7
  107. 107. #brightonseo Data Flow Conversions/Attributions Filtering/Session Joining Categorisation Platform/Implementation Segmentation Goals/Events SEO Tracking 7
  108. 108. #brightonseo
  109. 109. #brightonseo SEO Tracking Score Data Flow 3 Conversions/Attributions 2 Filtering/Session Joining 2 Categorisation 2 Platform/Implementation 3 Segmentation 1 Goals/Events 3
  110. 110. #brightonseo Average overall scores Website Technical Compliance 3.40 Site Speed 3.25 Competitors 2.66 On-site Content 2.33 Link Profile 2.50 Search Opportunity 2.00 SEO Tracking 2.28
  111. 111. Bringing it all together
  112. 112. #brightonseo Section Avg scores Technical Compliance 3.40 Site Speed 3.25 Competitors 2.66 On-site Content 2.33 Link Profile 2.50 Search Opportunity 2.00 SEO Tracking 2.28
  113. 113. #brightonseo Section UK Site Technical Compliance Site Speed Competitors On-site Content Link Profile Search Opportunity SEO Tracking
  114. 114. #brightonseo Section UK Site FR Site DE Site PL Site Tech Compliance Site Speed Competitors On-site Content Link Profile Search Opportunity SEO Tracking
  115. 115. #brightonseo
  116. 116. #brightonseo
  117. 117. #brightonseo
  118. 118. #brightonseo Did we meet our objectives?
  119. 119. #brightonseo Understand quick wins and maturity across markets
  120. 120. #brightonseo
  121. 121. #brightonseo
  122. 122. #brightonseo
  123. 123. #brightonseo Have a list of prioritised actions
  124. 124. #brightonseo Key Findings Priority Where Found? Actions Issues within hreflang implementation High Technical Compliance Web dev to create a Hreflang Strategy/mapping. Lack of custom segments, filters and categorisation created, and missing values assigned to conversions. High SEO Tracking Own & implement analytics recommendations and use for reporting Several pages are receiving very low organic traffic due to the low amount of content High On-site Content Create content strategy to improve current content Lack of high quality backlinks and link distribution Medium Link Profile Own backlink strategy and monitor how the content produced by the Content agency is delivering on this front. Organic conversion paths are not set up Medium Search Opportunity Web dev team to investigate and implement actions to improve.
  125. 125. #brightonseo Key Findings Priority Where Found? Actions Issues within hreflang implementation High Technical Compliance Web dev to create a Hreflang Strategy/mapping. Lack of custom segments, filters and categorisation created, and missing values assigned to conversions. High SEO Tracking Own & implement analytics recommendations and use for reporting Several pages are receiving very low organic traffic due to the low amount of content High On-site Content Create content strategy to improve current content Lack of high quality backlinks and link distribution Medium Link Profile Own backlink strategy and monitor how the content produced by the Content agency is delivering on this front. Organic conversion paths are not set up Medium Search Opportunity Web dev team to investigate and implement actions to improve.
  126. 126. #brightonseo
  127. 127. #brightonseo Set an SEO strategy and roadmap
  128. 128. #brightonseo Roadmap Oct November December W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Next steps Call with client team to present and discuss Maturity Audit Briefing on Web Dev team & Local Mktg Agency SEO Implementation work from Dev Agency Call with Content Agency to plan SEO & Content Keyword research transcreation by Local Agency Content strategy by Content agency with SEO insights
  129. 129. #brightonseo Roadmap Oct November December W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Next steps Call with client team to present and discuss Maturity Audit Briefing on Web Dev team & Local Mktg Agency SEO Implementation work from Dev Agency Call with Content Agency to plan SEO & Content Keyword research transcreation by Local Agency Content strategy by Content agency with SEO insights
  130. 130. #brightonseo
  131. 131. #brightonseo Is this the ultimate SEO audit?
  132. 132. #brightonseo YOU ARE
  133. 133. Thank you! Slideshare.Net/GraceFrohlich1 Grace Frohlich Brainlabs

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