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.

1. The Ultimate
SEO Maturity Audit
Slideshare.Net/GraceFrohlich1
Grace Frohlich
Brainlabs

2. #brightonseo
What is a Maturity Audit in SEO?

3. #brightonseo
A framework to determine the
relative maturity of a website

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Given a score or rating

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Why is this one “the ultimate”?

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Story time:
Onboarding new client…

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Client:
“We want to know how our brands
are doing in organic search”

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Ok, how many brands?

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Client:
“Our brands are in multiple
countries and languages”

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… how many countries &
languages?

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UK
FR
DE
PL
NL
IT

14. #brightonseo

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Client:
“And each country has their own
website & regional managers”

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…ok

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Challenge #1:
Multiple brands and product types

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Challenge #2:
Multiple regions in
different growth states

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Challenge #3:
Each region has their own team

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Objectives:
1. Measure across multiple markets
2. Benchmark
3. Scalable
4. Saves time

23. #brightonseo
1
Technical
Compliance
Site Speed Competitors
Link
Profile
Search
Opportunity
SEO
Tracking
On-site
Content
2 3
4
5 6 7

24. #brightonseo
Understand quick wins and
maturity across markets

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Have a list of prioritised actions

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Set an SEO strategy and roadmap

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28. Maturity audit
framework

29. #brightonseo
1
Technical
Compliance
Site Speed Competitors
Link
Profile
Search
Opportunity
SEO
Tracking
On-site
Content
2 3
4
5 6 7

30. #brightonseo
Score 1 Score 2 Score 3 Score 4 Score 5
Checklist
1
Checklist
2
Checklist
3
…
How is it scored?

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Scores based on
how much of the site is affected

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5 is difficult to get

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Site crawler

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Website data tool

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Analytics tool

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1
Technical
Compliance
Site Speed Competitors
Link
Profile
Search
Opportunity
SEO
Tracking
On-site
Content
2 3
4
5 6 7

37. #brightonseo
“Mini” Tech Audit
1
Technical
Compliance

38. #brightonseo

39. #brightonseo
You don’t have to
check everything -
Prioritise!
1
Technical
Compliance

40. #brightonseo
Indexation
Ranking Blockers
Appearance in SERP
1
Technical
Compliance

41. #brightonseo
xml sitemap issues
robots.txt
JavaScript rendering
Indexation
1
Technical
Compliance

42. #brightonseo
Redirect issues
Duplicate or missing metadata
Ranking Blockers
1
Technical
Compliance

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Schema markup
Canonical tags
Hreflang tags
Appearance in SERP
1
Technical
Compliance

44. #brightonseo
Technical Compliance Score
Indexation 3
Rank Blockers 3
Appearance in SERP 4

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Average overall scores Website
Technical Compliance 3.50
Site Speed
Competitors
On-site Content
Link Profile
Search Opportunity
SEO Tracking

46. #brightonseo
1
Technical
Compliance
Site Speed Competitors
Link
Profile
Search
Opportunity
SEO
Tracking
On-site
Content
2 3
4
5 6 7

47. #brightonseo
Core Web Vitals
Site
Speed
2

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“The Leader”

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“The Leader”
LCP
<2.5 sec

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“Fierce Diaz”

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“Fierce Diaz”
FID
<100 ms

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“The Charles”

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“The Charles”
NOPE

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“The Charles”
CLS
<0.1

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https://www.screamingfrog.co.uk/seo-spider/user-guide/configuration/
#pagespeed-insights-integration
Site
Speed
2

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Site Speed Score
Largest Contentful Paint 3
First Input Delay 4
Cumulative Layout Shift 3

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. #brightonseo
1
Technical
Compliance
Site Speed Competitors
Link
Profile
Search
Opportunity
SEO
Tracking
On-site
Content
2 3
4
5 6 7

59. #brightonseo

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Brand Search Trend
Are users searching for our
brand more than competitors?
Competitors
3

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Competitors
3

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Organic Traffic
Is our traffic higher than competitors?
Is our site traffic growing over time?
Competitors
3

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Competitors
3

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Share of Voice (SoV)
What is our "share of voice" for
relevant keywords?
Competitors
3

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Searches that you rank for
Available market searches
Competitors
3

66. #brightonseo

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. #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. #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. #brightonseo
Competitors Score
Brand Search Trend 3
Organic Traffic 2
Share of Voice (SoV) 3

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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. #brightonseo
1
Technical
Compliance
Site Speed Competitors
Link
Profile
Search
Opportunity
SEO
Tracking
On-site
Content
2 3
4
5 6 7

73. #brightonseo
Content Production
How often is content updated?
How often is new content posted?
On-site
Content
4

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Method 1:
Ask the content team
On-site
Content
4

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content on your site?

76. #brightonseo
Method 2:
Custom extraction
On-site
Content
4

77. #brightonseo

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Organic Traffic Distribution
Which pages drive the most
organic traffic?
Is traffic evenly distributed?
On-site
Content
4

79. #brightonseo

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Organic Conversions
How often do organic users
convert, and on which pages?
On-site
Content
4

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Branded vs. Non-branded

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Non Traffic-Driving Content
Do indexable pages drive at
least 10 organic sessions per
month?
On-site
Content
4

83. #brightonseo

84. #brightonseo
On-site Content Score
Content Production 2
Organic Traffic
Distribution
3
Organic Conversions 2
Non-Traffic Driving
Content
2

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. #brightonseo
1
Technical
Compliance
Site Speed Competitors
Link
Profile
Search
Opportunity
SEO
Tracking
On-site
Content
2 3
4
5 6 7

87. #brightonseo
Internal Linking
+
Backlinks
Link
Profile
5

88. #brightonseo
Internal Linking
Links to important pages
(e.g., homepage)
Site structure
Link
Profile
5

89. #brightonseo
https://support.google.com/webmasters/answer/9049606?hl=en

90. #brightonseo
Backlinks:
External links to our site
Link
Profile
5

91. #brightonseo
Overall Profile Size
Total backlinks & root domains
vs.
competitors
Link
Profile
5

92. #brightonseo

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Backlink Distribution
Quality of backlinks
Vs.
competitors
Link
Profile
5

94. #brightonseo

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My site Comp 1 Comp 2 Comp 3 Comp 4

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Penalty Risk
Link spam warnings in Search Console?
Are we clearly purchasing spammy links?
Link
Profile
5

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Link Profile Score
Internal Linking 2
Overall Profile Size 3
Backlink Distribution 2
Penalty Risk 3

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. #brightonseo
1
Technical
Compliance
Site Speed Competitors
Link
Profile
Search
Opportunity
SEO
Tracking
On-site
Content
2 3
4
5 6 7

100. #brightonseo
Keyword Identification
How do you identify
new keyword opportunities?
Search
Opportunity
6

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Keyword Mapping
What is your
keyword mapping process?
Search
Opportunity
6

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Conversion Paths
Are there organic conversion paths?
Search
Opportunity
6

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your conversion paths?

104. #brightonseo
Search Opportunity Score
Keyword
Identification
3
Keyword Mapping 1
Conversion Paths 2

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. #brightonseo
1
Technical
Compliance
Site Speed Competitors
Link
Profile
Search
Opportunity
SEO
Tracking
On-site
Content
2 3
4
5 6 7

107. #brightonseo
Data Flow
Conversions/Attributions
Filtering/Session Joining
Categorisation
Platform/Implementation
Segmentation
Goals/Events
SEO
Tracking
7

108. #brightonseo

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. #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. Bringing it all together

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. #brightonseo
Section UK Site
Technical Compliance
Site Speed
Competitors
On-site Content
Link Profile
Search Opportunity
SEO Tracking

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. #brightonseo

116. #brightonseo

117. #brightonseo

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Did we meet our objectives?

119. #brightonseo
Understand quick wins and
maturity across markets

120. #brightonseo

121. #brightonseo

122. #brightonseo

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Have a list of prioritised actions

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. #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. #brightonseo

127. #brightonseo
Set an SEO strategy and roadmap

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. #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. #brightonseo

131. #brightonseo
Is this the ultimate SEO audit?

132. #brightonseo
YOU ARE

133. Thank you!
Slideshare.Net/GraceFrohlich1
Grace Frohlich
Brainlabs