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The 30-Minute SEP Checkup

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The 30-Minute SEO Checkup covers what every marketing professional should know about SEO. It teaches you how to test your website’s SEO strength with one 30-minute checkup. Start recognizing common SEO problems and fix basic issues to improve your site’s organic performance.

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The 30-Minute SEP Checkup

  1. 1. | 30 Minute SEO Check up 1 The 30 Minute SEO Checkup
  2. 2. | 30 Minute SEO Check up 2 Nate Plaunt Sr. SEO Strategist @NatePlaunt bit.ly/1LoDdWN Today’s Presenters Taylor Pettis Sr. Marketing Manager @tpettis linkd.in/1dsZJAa
  3. 3. | 30 Minute SEO Check up 3 Today’s Agenda: • What to expect today • Why should you check your SEO health? • Tools run-through • How-to steps • Questions
  4. 4. | 30 Minute SEO Check up 4 1. How SEO health impacts your business 2. A 30 minute process to inspect common SEO issues 3. How to use tools to identify problems 4. How to build a workflow and checklist to repair problems What to expect today
  5. 5. WHAT IS SEO?
  6. 6. | 30 Minute SEO Check up 6 SEO is Two Things: SEO? (Simplified) 1. The practice of making your website as accessible as possible to search engines. 2. Ensuring your website is as useful and relevant as possible to your current and prospective customers.
  7. 7. | 30 Minute SEO Check up 7 Think of Your Website as a House
  8. 8. | 30 Minute SEO Check up 8 Ensure your site is accessible to humans and search engines. Think of Your Website as a House
  9. 9. | 30 Minute SEO Check up 9 Ensure your site is relevant and useful to your visitors. Think of Your Website as a House
  10. 10. WHY SHOULD I CARE ABOUT MY SEO HEALTH?
  11. 11. | 30 Minute SEO Check up 11 • Organic traffic accounts for anywhere between 47% and 64% of all website traffic* • Roughly 52,000 search queries happen on Google - every SECOND! • This translates into about 4.5 billion searches every day** Organic Search Stats * Source: http://searchenginewatch.com/sew/study/2355020/organic-search-accounts-for-up-to-64-of-website-traffic-study ** Source: http://www.internetlivestats.com/one-second/#google-band
  12. 12. BEING PRESENT IN THESE SEARCH RESULTS IS THE FIRST STEP IN DRIVING QUALITY TRAFFIC TO YOUR SITE. IN ORDER TO BE PRESENT IN THESE RESULTS YOU MUST TO HAVE A SOLID SEO FOUNDATION.
  13. 13. 30 MINUTE SEO CHECK UP: THE TOOLS
  14. 14. | 30 Minute SEO Check up 14 1. Analytics Platform (Google Analytics) 2. Google Search Console (formerly Webmaster Tools) 3. Bing Webmaster Tools 4. Google 5. Screaming Frog Spider 6. Crawl Data Visualization Spreadsheet 7. Panguin Tool – by Barracuda Digital 8. Word, Excel, Google Docs, pen and paper, or anything else you want to use to make a checklist Here’s What You’re Going to Need
  15. 15. | 30 Minute SEO Check up 15 1. Google Analytics - https://www.google.com/analytics/ 2. Google Search Console - https://www.google.com/webmasters/tools/home 3. Bing Webmaster Tools - http://www.bing.com/toolbox/webmaster 4. Google - https://www.google.com/ 5. Screaming Frog Spider - http://www.screamingfrog.co.uk/ 6. Crawl Data Visualization Spreadsheet - http://bit.ly/1npByIE 7. Panguin Tool - http://barracuda.digital/panguin-tool/ Here’s What You’re Going to Need
  16. 16. 30 MINUTE SEO CHECK UP: STEPS
  17. 17. STEP #1: CRAWL YOUR SITE WITH SCREAMING FROG
  18. 18. | 30 Minute SEO Check up 18 • Download Screaming Frog Spider • http://www.screamingfrog.co.uk/seo-spider/ • Enter your domain into the box at the top and hit Start *Pro Tip: exclude the “www” to capture info on all subdomains Step 1: Crawl Your Site
  19. 19. | 30 Minute SEO Check up 19 • Download the Crawl Data Visualization Worksheet • http://www.threedeepmarketing.com/blog/visualizing-website-data-with-screaming-frog • Save your crawl once it’s complete • Export the Crawl Overview Report as a .csv file • Copy and Paste into the “Data” tab of the Crawl Data Visualization Worksheet Step 1: Crawl Your Site
  20. 20. | 30 Minute SEO Check up 20 Step 1: Crawl Your Site
  21. 21. | 30 Minute SEO Check up 21 SEO Challenges - On-Page Elements Title Tag: Should be descriptive and unique to each page URL: Accurate and descriptive, should clearly show page taxonomy H1 heading: Calls out main topic of the on-page content – only one per page H2 headings: Further describe sub-sections of the page – each page can have many Alternative image text: Accurately describes image and is in line with page theme Page Copy: Unique, descriptive, robust, keyword rich Meta Description: The elevator pitch for your page displayed in search results
  22. 22. | 30 Minute SEO Check up 22 Take note of: • Any redirection (3xx), broken links (4xx), and server error (5xx) status codes • URL Issues • Page Title Issues • Meta Description Issues • Missing Heading Tags (H1, H2) Mark any issues down on your checklist Step 1: Crawl Your Site – Output
  23. 23. STEP #2: GOOGLE SEARCH CONSOLE
  24. 24. | 30 Minute SEO Check up 24 If you haven’t already, go verify your site in Google Search Console – https://www.google.com/webmasters/tools/home • Once verified, click on your site to access the Dashboard Step 2: Google Search Console
  25. 25. | 30 Minute SEO Check up 25 First stop here is to check out your crawl errors report. • Click on the section banner to access the report • This will bring you to a different screen Step 2: Google Search Console
  26. 26. | 30 Minute SEO Check up 26 Here you will see the graph on each type of error encountered over time. • Clicking on the individual error URLs will show you exactly where that URL is linked from (internal or external too!) Step 2: Google Search Console
  27. 27. | 30 Minute SEO Check up 27 Next, from the left-hand navigation, head to the HTML improvements area • Here you’ll find a listing of issues with various on-page elements such as: • Meta descriptions • Title tags • Non-indexable content • Take note of any issues reported here and mark them in your checklist. Step 2: Google Search Console
  28. 28. | 30 Minute SEO Check up 28 Finally, make sure you do not have any manual actions from Google. • These can be extremely time consuming and costly to clear up. • If you see something here, consult an experienced partner. Step 2: Google Search Console • Pro Tip: for a detailed walk-through on how to recover from a link based manual penalty, see my instructions here: http://www.threedeepmarketing.com/blog/complete-guide-google-manual-penalty- removal/
  29. 29. STEP #3: BING WEBMASTER TOOLS
  30. 30. | 30 Minute SEO Check up 30 If you haven’t already, go verify your site in Google Search Console – https://www.bing.com/webmaster • Once verified, click on your site to access the Dashboard Step 3: Bing Webmaster Tools
  31. 31. | 30 Minute SEO Check up 31 From the left-hand dropdown menu, select “SEO Reports” • Although there is a lot of great information here, we’re only going to check out this section. Step 3: Bing Webmaster Tools
  32. 32. | 30 Minute SEO Check up 32 Here you’ll find a list of “SEO Suggestions” • Clickable links to lists of URLs on which the issue occurs. • Prioritize the most severe issues and mark them down in your workflow checklist. Step 3: Bing Webmaster Tools
  33. 33. STEP #4: CHECK YOUR ANALYTICS
  34. 34. | 30 Minute SEO Check up 34 Log into your analytics tool and access your website profile • For this example we are going to look at Google Analytics as it is one of the most popular and powerful website analytics tools on the market…and it’s “free” Step 4: Check Your Analytics
  35. 35. | 30 Minute SEO Check up 35 Choose a period of time you want to analyze and compare it to the previous year. • Drill down into the Channels report • Here you’ll see a listing of traffic by channel • Next step is to click on “Organic Search” Step 4: Check Your Analytics
  36. 36. | 30 Minute SEO Check up 36 Now change the Primary Dimension to “Landing Page” • Here you can see the year over year difference in entrances per page from organic search • Mark down any pages with drastic drops in your checklist Step 4: Check Your Analytics
  37. 37. STEP #5: THE PANGUIN TOOL
  38. 38. | 30 Minute SEO Check up 38 The Panguin Tool is a tool developed by a company called Barracuda Digital • It pulls in your organic data and overlays when major updates to the Google algorithm have occurred • This is SUPER helpful when trying to diagnose whether or not your site took a hit While you are logged into Google Analytics, head over to http://barracuda.digital/panguin-tool/ and follow the instructions to connect your sites analytics to the tool Step 5: The Panguin Tool
  39. 39. | 30 Minute SEO Check up 39 Once connected you will see something like this: Step 5: The Panguin Tool Color-coded lines represent updates to the Google algorithm Toggle switches allow you to turn off update types
  40. 40. | 30 Minute SEO Check up 40 Mark down major traffic correlations. Read up on the provided information about the update. List out possible solutions in your checklist. Step 5: The Panguin Tool
  41. 41. STEP #6: GOOGLE YOURSELF (BUT NOT LIKE THAT)
  42. 42. | 30 Minute SEO Check up 42 Pull up google.com in your browser and use the “site:” advanced search operator to check your indexation • Example: “site:domain.com” • How many pages are indexed? • How does this compare to your actual page count? • If it differs greatly, mark it down in your checklist. Step 6: Google Yourself (Like This)
  43. 43. NEXT STEPS:
  44. 44. | 30 Minute SEO Check up 44 • High priority issues include: • Internal redirection – 301 and 302 status codes • Broken links – 404 status codes • Page Title issues • Uncrawlable website • Manual actions • Medium priority issues include: • H1 and H2 issues • Pages with traffic loss YoY • Low priority issues include: • Meta Description issues • Alt image text Prioritize your checklist
  45. 45. | 30 Minute SEO Check up 45 1. Launch a crawl on your site with Screaming Frog 2. Download the Crawl Data Visualization spreadsheet 3. While crawl is running, log into Google Search Console 4. After that, log into Bing Webmaster Tools 5. Check your crawl, if it’s done export the crawl overview and load data into the Crawl Data Visualization spreadsheet 6. Log into Google Analytics 7. While logged into GA, head over to the Panguin Tool 8. Check your indexation in Google 9. Mark down issues as you go Workflow and Timeline Review – Total Time: 30 Minutes
  46. 46. 30 MINUTE SEO CHECK UP: QUESTIONS?

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