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The 30 Minute SEO Audit

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A free Portent webinar by Ken Colborn, learn how to review your website for common SEO issues in 30 minutes or less. We will be focusing on technical SEO, content, and off-site SEO factors.

Publié dans : Marketing

The 30 Minute SEO Audit

  1. 1. Portent, Inc. Your Name Presentation Name Month XX, 20XX The 30 Minute SEO Audit Ken Colborn Technical SEO Strategist October 30, 2014 Version 1.0
  2. 2. About Portent We are a leading integrated internet marketing agency set in Seattle, serving world-wide clients We are 55+ strong Founded in 1996 (pre-Google) We rally around the definition of “Portent”: the forecast of something big on the horizon Admittedly, we are total nerds With 19 years in the industry, you can trust our expertise. Gree$ngs from the #smithtower
  3. 3. Our Approach It’s All Integrated Infrastructure, analytics, and content are the foundation for your integrated marketing effort. These elements ensure the user experience is as close to perfect as possible. The channels are where their eyeballs and your content come together. We help brands reach their desired audiences through paid methods and also use technical and creative mastery to earn organic visits. We fully believe in nurturing your owned audience with killer content to keep them coming back. PPC DISPLAY SEO SOCIAL BLOG CREATIVE PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE Channels Elements
  4. 4. Ken Colborn @kejaco 5+ Years of SEO 15+ Working on Websites Loves all things Analytics Rides a Unicycle (illustration by @flashmurphy)
  5. 5. What this is Portent Webinar The 30 Minute SEO Audit
  6. 6. High level review to help diagnose some common SEO problems Portent Webinar The 30 Minute SEO Audit What this is
  7. 7. This will NOT Portent Webinar The 30 Minute SEO Audit
  8. 8. Make you an SEO Expert Portent Webinar The 30 Minute SEO Audit This will NOT
  9. 9. Show you how to fix everything Portent Webinar The 30 Minute SEO Audit This will NOT
  10. 10. Replace an SEO expert Portent Webinar The 30 Minute SEO Audit This will NOT
  11. 11. What’s in an SEO Audit? Portent Webinar The 30 Minute SEO Audit
  12. 12. What’s SEO Portent Webinar The 30 Minute SEO Audit
  13. 13. Technical Portent Webinar The 30 Minute SEO Audit
  14. 14. Technical + Content Portent Webinar The 30 Minute SEO Audit
  15. 15. Technical + Content + Offsite Portent Webinar The 30 Minute SEO Audit
  16. 16. Technical Review Portent Webinar The 30 Minute SEO Audit
  17. 17. Portent Webinar The 30 Minute SEO Audit What is Technical SEO?
  18. 18. Portent Webinar The 30 Minute SEO Audit What is Technical SEO? Making sure that NOTHING on your site blocks search engines
  19. 19. Portent Webinar The 30 Minute SEO Audit What is Technical SEO? Don’t CONFUSE the search engines
  20. 20. Crawl the site z
  21. 21. Export it to Excel z
  22. 22. Look at the HTTP Status codes
  23. 23. Portent Webinar The 30 Minute SEO Audit HTTP Status codes 200 Everything’s Good
  24. 24. Portent Webinar The 30 Minute SEO Audit HTTP Status codes 301 Permanent Redirect
  25. 25. Portent Webinar The 30 Minute SEO Audit HTTP Status codes 302 Temporary Redirect • Not Good • Usually the default redirect • Change to 301 Redirect
  26. 26. Portent Webinar The 30 Minute SEO Audit HTTP Status codes 404 Page Not Found • Usually Not Good • Redirect to the new version • Fix any links to these pages
  27. 27. Portent Webinar The 30 Minute SEO Audit HTTP Status codes 500 Internal Server Error • Not Good • Alert Programmers
  28. 28. Look at the Meta Rz obots field
  29. 29. Portent Webinar The 30 Minute SEO Audit Meta Robots Tag <meta name=“robots” content=“noindex”> noindex Disallow search engines from showing this page in results • Don’t use unless there is a good reason
  30. 30. Portent Webinar The 30 Minute SEO Audit Meta Robots Tag <meta name=“robots” content=“noindex,nofollow”> nofollow Don’t follow any of the links on the page • Don’t use unless there is a good reason
  31. 31. Portent Webinar The 30 Minute SEO Audit Meta Robots Tag <meta name=“robots” content=“noodp,noydir”> noodp noydir Don’t use description from DMOZ or Yahoo! directory • Not needed in most instances
  32. 32. Look at the Robotzs .txt file
  33. 33. Portent Webinar The 30 Minute SEO Audit Robots.txt File Disallow: /cgi-bin/ Disallow Disallow search engines from showing this page in results • Pop-up Pages • Cart • Checkout • PPC Landing Pages
  34. 34. Portent Webinar The 30 Minute SEO Audit Robots.txt File Don’t Block: • CSS • JavaScript • Images Disallow: /css/ Disallow: /js/ Disallow: /img/
  35. 35. Portent Webinar The 30 Minute SEO Audit Google renders your page
  36. 36. Portent Webinar The 30 Minute SEO Audit Beware Panda Penalty
  37. 37. Look for Canonicaz l Issues (Duplicate Content)
  38. 38. First, look for dupzl icate title tags
  39. 39. Then, check for diz fferent URLs
  40. 40. Duplicate Content http://www.rei.com/ http://www.rei.com/index.html http://www.rei.com/default.aspx http://www.rei.com/home Same content, diffez rent URLs
  41. 41. Duplicate Content • Remove the pages How do you fix thisz ?
  42. 42. Duplicate Content • Remove the pages • Block the pages How do you fix thisz ?
  43. 43. Duplicate Content • Remove the pages • Block the pages • Suggest a default page How do you fix thisz ?
  44. 44. Duplicate Content • Remove the pages • Block the pages • Suggest a default page <link rel="canonical" href="http://www.rei.com/" /> How do you fix thisz ?
  45. 45. Portent Webinar The 30 Minute SEO Audit Heading Hierarchy H1 – There can be only one H2 – Multiple, Related to H1 H3 – Multiple, Related to H2
  46. 46. Portent Webinar The 30 Minute SEO Audit Headings Example <h1>Cars</h1> <h2>American Cars</h2> <h3>Ford</h3> <h3>Chevrolet</h3> <h2>Japanese Cars</h2> <h3>Toyota</h3> <h3>Honda</h3>
  47. 47. Portent Webinar The 30 Minute SEO Audit Look for Different Subdomains Site:portent.com
  48. 48. Portent Webinar The 30 Minute SEO Audit Look for Different Subdomains Site:portent.com
  49. 49. Content Review Portent Webinar The 30 Minute SEO Audit
  50. 50. Crawl the Site Look at: • Title Tags • Meta Descriptions • Headings Portent Webinar The 30 Minute SEO Audit
  51. 51. Crawl the Site Are there any: • Duplicates • Missing Fields • Using the same keywords Portent Webinar The 30 Minute SEO Audit
  52. 52. Look at the top 3 pages Portent Webinar The 30 Minute SEO Audit
  53. 53. Title Tag: Bike Repairs, Bike Maintenance, Tune-Ups, Overhauls, Bike Shop Services at REI. Look at the Title Tz ag
  54. 54. Title Tag: Bike Repairs, Bike Maintenance, Tune-Ups, Overhauls, Bike Shop Services at REI. Meta Description: Get bike tune-ups, repairs and fitting services at REI bike shops. From maintenance to major overhauls, our seasoned bike techs do it all. Look at the Meta Dz escription
  55. 55. Title Tag: Bike Repairs, Bike Maintenance, Tune-Ups, Overhauls, Bike Shop Services at REI. Meta Description: Get bike tune-ups, repairs and fitting services at REI bike shops. From maintenance to major overhauls, our seasoned bike techs do it all. Look at the page cz ontent
  56. 56. Title Tag: Bike Repairs, Bike Maintenance, Tune-Ups, Overhauls, Bike Shop Services at REI. Meta Description: Get bike tune-ups, repairs and fitting services at REI bike shops. From maintenance to major overhauls, our seasoned bike techs do it all. Is the messaging consistent?
  57. 57. Title Tag: Bike Repairs, Bike Maintenance, Tune-Ups, Overhauls, Bike Shop Services at REI. Meta Description: Get bike tune-ups, repairs and fitting services at REI bike shops. From maintenance to major overhauls, our seasoned bike techs do it all. Are the keywords consistent?
  58. 58. Portent Webinar The 30 Minute SEO Audit UX Review • Clear headings • Easy to read • Clear user pathways
  59. 59. Offsite Review Portent Webinar The 30 Minute SEO Audit
  60. 60. Compare your authoz rity to competitors
  61. 61. Portent Webinar The 30 Minute SEO Audit You don’t have to beat everyone online, just your competitors
  62. 62. Review your backzl ink history
  63. 63. Look for: sharp increases in backlinks Review your backzl ink history
  64. 64. Check for Manual Penalties Portent Webinar The 30 Minute SEO Audit If you have Google Webmaster Tools:
  65. 65. Portent Webinar The 30 Minute SEO Audit Review Social Media Accounts
  66. 66. Portent Webinar The 30 Minute SEO Audit Review Social Media Accounts Is the profile completely filled out?
  67. 67. Portent Webinar The 30 Minute SEO Audit Review Social Media Accounts Is the profile completely filled out? Are they actively posting?
  68. 68. That’s All Prioritize your findings Portent Webinar The 30 Minute SEO Audit
  69. 69. Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.576.3740 Prepared by Ken Colborn Technical SEO Strategist @kejaco bit.ly/precor-local YOU. Portent Webinar The 30 Minute SEO Audit
  70. 70. Portent Webinar The 30 Minute SEO Audit Q&A Prepared by Ken Colborn Technical SEO Strategist @kejaco bit.ly/precor-local

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