This presentation outlines how to assess, gather data, and perform a successful SEO audit of your or your client's websites. During the SEO process, it's important to know the tools and when and where to use them.

1. May 14–16, 2014
#CZLTO | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Assess. Diagnose. Fix:
How to Become a Leading SEO Mechanic
Bill Hartzer
Globe Runner
Senior SEO Strategist

2. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Overview
• When you need to perform an SEO audit
• What tools you can use
• How to spot SEO issues you need to fix
• SEO Audit Checklist

3. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
When you Need to Perform an SEO Audit
• Changes in rankings or traffic
• Development: before a site goes live
• Development: before a website redesign
• Once every 6 months, or annually

4. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
What Tools You Can Use
• Traffic Tools
• Webmaster Tools (Bing, Google)
• Crawlers - crawl sites that gather data
• Link Tools - show links to your site
• Link Audit Tools - audits links to your site

5. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Traffic Tools
• Google Analytics
• SEMRush

6. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Traffic Tools
• Google Analytics
• Use to analyze traffic for drops, changes

7. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Traffic Tools
• SEMRush
• Analyze changes in rankings

8. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Webmaster Tools
• Bing Webmaster Tools

9. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Bing Webmaster Tools
• Spot Issues To Fix:

10. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Webmaster Tools
• Google Webmaster Tools

11. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Google Webmaster Tools
• Spot Issues to Fix

12. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: OptiSpider
• What it does:
• Crawls site, analyzes internal links on site.
• Analyzes topic/reputation of site, pages

13. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: OptiSpider
• Spot Issues to Fix:
• Mismatch between anchor text and topic
of pages

14. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Screaming Frog SEO Spider
• What it does: crawls site, grabs data
• Titles, Meta Desc., Heading Tags, more

15. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Screaming Frog SEO Spider
• Spot Issues to Fix:
• Review Title Tags, all meta data, headings
• Review 404 errors, redirects, URL issues

16. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Integrity (Scrutiny)
• What it does:
• Crawls site, reports redirects, 404 errors
• Mac only, finds more errors than other crawlers

17. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Crawlers: Integrity (Scrutiny)
• Spot Issues to Fix:
• 404 errors and 301 redirects (internal and
external bad links)

18. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Majestic SEO
• What it does: Reports links to your site.

19. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Majestic SEO
• Spot Issues to Fix:
• Topical Trust Flow
• Anchor Text of Links
• Referring Domains
• Links to Site

20. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Ahrefs
• What it does: Reports Links to Site

21. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: Ahrefs
• Spot Issues to Fix:
• Anchor Text
• Referring Domains, Outgoing Domain Links

22. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: OSE, Moz.com
• What it does:
• Open Site Explorer Reports Links
• Moz.com (Keyword Difficulty Report)
• Moz.com has lots of other reports

23. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Tools: OSE, Moz.com
• Spot Issues to Fix:
• Keyword Difficulty Report, Review DA, PA

24. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Audit Tools: Link Research Tools
• What it does: Lots of reports
• Link Detox Identifies Risk of Links to Site

25. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Link Audit Tools: Link Research Tools
• Spot Issues to Fix:
• Remove Toxic Links to Site, then Disavow
• Review Suspicious Links

26. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Globe Runner SEO Audit Checklist
• Search Engine Reputation
• Search Engine Exposure
• Web Site Structure
• Link Popularity
• Internal Link Structure
• Site Meta Data
• Social Media (accounts, engagement)
• Domain Name(s) owned
• Local (NAP data, citations, reviews, etc.)
Contact me for copy of 10 Page SEO Audit Checklist.

27. @bhartzer
May 14–16, 2014 | #CZLTO | @ClickZLive
Thank You
Contact Me
Bill Hartzer
Senior SEO Strategist
Globe Runner SEO
Email: Bill@GlobeRunnerSEO.com
Mobile: (214) 236-4378
Office: (972) 538-0260 Ext. 7076
Direct: (469) 645-1231
Web: http://www.globerunner.com
Blog: http://www.billhartzer.com
Twitter: @bhartzer