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How to Perform a Technical SEO Audit

How to Perform a Technical SEO Audit

Slides from my talk at the Optimisey SEO Meetup in March 2019 where I spoke about my approach to technical SEO audits.

Barry Adams

March 21, 2019

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  1. @badams @badams How to perform a Technical SEO Audit Barry

    Adams Polemic Digital
  2. @badams

  3. @badams “This guy is a dick.” - A client’s lead

  4. @badams @badams My SEO Audit Model

  5. @badams Web Search Engines Crawler Indexer Ranker

  6. @badams

  7. @badams The Three Pillars of SEO Technology Relevancy Authority

  8. @badams Relation to Web Search Technology Crawler Relevancy Indexer Authority

    Query Engine
  9. @badams Relation to Web Search Technology Crawler Relevancy Indexer Authority

    Query Engine
  10. @badams 1. Technology Technical SEO is about; • Crawl optimisation

    • Load speed • Mobile SEO • JavaScript • International SEO
  11. @badams 2. Relevancy On-page SEO is about; • Keyword/topical focus

    • Information Architecture • Page structure • Content quality • Structured Data • Accessibility
  12. @badams 3. Authority Authority & Ranking is about; • Link

    building • Internal linking • Social signals • Spamming the shit out of Google
  13. @badams ‘Technical’ SEO Audit Technology Crawler Relevancy Indexer Authority Query

  14. @badams @badams What is an SEO Audit?

  15. @badams

  16. @badams

  17. @badams Start of an Improvement Process Analysis of a website

    using applied SEO theory to initiate a process towards improved organic search visibility. SEO Audit
  18. @badams https://jamesclear.com/marginal-gains

  19. @badams @badams Before The Audit…

  20. @badams Google Search Console

  21. @badams

  22. @badams Access Must-have: • Google Search Console Nice to have:

    • Web Analytics • Server Log Files
  23. @badams @badams Audit Tools

  24. @badams Initial Scan

  25. @badams DeepCrawl

  26. @badams Screaming Frog

  27. @badams Google Search Console

  28. @badams Google Search Console

  29. @badams GTmetrix

  30. @badams SEOInfo

  31. @badams Wappalyzer

  32. @badams Link Redirect Trace

  33. @badams @badams The Actual Audit

  34. @badams Checklist

  35. @badams The Key to a Good Audit

  36. @badams The Key to a Good Audit Pattern Recognition

  37. @badams

  38. @badams Identify Templates 1. Homepage 2. Category page 3. Product/Service

    page 4. Blog/News overview page 5. Post/Article page 6. Static Content page 7. … ?
  39. @badams @badams Writing The Report

  40. @badams It will be shared

  41. @badams Make it Actionable

  42. @badams Only Include What Needs The checklist should be provided

    as an attachment
  43. @badams Omit The Trivial Stuff .

  44. @badams

  45. @badams Prioritise Backwards 1. Ranking Issues; ➢ If a page

    is indexed, what prevents it from ranking? 2. Indexing Issues; ➢ If a page is being crawled, why isn’t it indexed properly? 3. Crawling issues; ➢ Why is a page not being crawled?
  46. @badams Concise and Light on Jargon If you can’t explain

    it simply, you don’t understand it yourself
  47. @badams

  48. @badams

  49. @badams

  50. @badams

  51. @badams Three Main Audiences 1. C-Suite 2. Marketers 3. Tech

  52. @badams C-Suite • Summary of key points; ➢ No jargon

    • Don’t Apportion Blame; ➢ You need to keep marketing & tech on side • Show Them The Money; ➢ Estimate the positive impact of your recommendations
  53. @badams Marketing • Your Job = Make Marketing Look Good

    • SEO is a process; ➢ Not a one-off activity • Competitors aren’t doing everything right either; ➢ Don’t imitate, innovate • Give them the tools; ➢ Teach a man how to fish…
  54. @badams Tech • Speak Their Language; ➢ Understand their paradigm

    • Basic Concepts You Need To Get Across: ➢ How search engines work ➢ URLs are sacred ➢ SEO benefits Tech • Don’t Tell Them How, Tell Them Why; ➢ Outcome focused – they can find their own path
  55. @badams “This guy is a dick.” - A client’s lead

  56. @badams Barry Adams ➢ Doing SEO since 1998 ➢ Specialist

    in Technical SEO & News SEO ➢ Co-Chief Editor at StateofDigital.com ➢ Columnist for SearchEngineLand.com
  57. @badams @badams Questions? [email protected] www.polemicdigital.com @polemicdigital @badams