The Importance of Auditing for SEO

Auditing your website and online assets is an effective way for brands to be more strategic, as well as preparing them for any issues that may come up during the year or a recession. Understanding how our assets perform and how users interact with them can help us strategise and grow.

Transcript

1. AUDITING
   FOR SEO
   LisbonSEO Meetup. March
   2023
   

   View Slide

2. We don´t know what we don´t
   know
   

   View Slide

3. A U D I T I N G !
   Intro
   Benefits
   Timing
   The cost of neglecting
   it
   What’s not in our hands
   Tips
   

   View Slide

4. I N T R O
   

   View Slide

5. It´s the process of reviewing a website to identify areas
   of improvement and growth, so that it runs smoothly and
   efficiently
   

   View Slide

6. Marketing
   Product
   Audiences
   Business objectives
   A U D I T I N G O N L I N E P R E S E N C E –
   C O N N E C T I N G T H E D O T S
   

   View Slide

7. A L I G N W I T H
   B U S I N E S S
   O B J E C T I V E S
   

   View Slide

8. S U R P R I S I N G !
   How often do you audit your
   website?
   

   View Slide

9. View Slide

10. C R O W D E D O N L I N E
    L A N D S C A P E
    

    View Slide

11. About 2 billion websites
    Around 24 million ecommerce
    websites
    Customers shop cross-border
    Some
    stats:
    https://www.statsfind.com/how-many-websites-are-there-in-the-world-a-daily-calculator/
    https://www.forbes.com/advisor/business/ecommerce-statistics/
    https://www.statista.com/forecasts/1297130/revenue-share-cross-border-e-commerce-global
    

    View Slide

12. It´s all about your
    users
    

    View Slide

13. “We see our customers as invited guests to a party, and
    we are the hosts. It’s our job every day to make every
    important aspect of the customer experience a little
    bit better.”
    Jeff Bezos
    

    View Slide

14. Accessibility https://billiegeena.co.uk/emojis-and-
    content/
    

    View Slide

15. S O M E
    P O S S I B L E
    R E A S O N S
    

    View Slide

16. Problem-solving
    mindset
    

    View Slide

17. P R E V E N T I N G V S
    S O L V I N G
    I S S U E S
    https://medium.com/@shreyashere/why-our-leaders-fail-us-and-then-save-us-
    the-preventable-problem-paradox-872614ec3293
    

    View Slide

18. C R O S S T H E
    B R I D G E
    

    View Slide

19. Lack of
    resources
    

    View Slide

20. Continuous monitoring
    

    View Slide

21. D A U N T I N G
    

    View Slide

22. A U D I T I N G W E B S I T E S
    Technical
    Performance
    Content
    

    View Slide

23. A U D I T I N G W E B S I T E S
    Indexability
    Mobile friendliness
    Usability
    Accessibility
    

    View Slide

24. B E N E F I T S
    

    View Slide

25. Y O U C A N B E M O R E
    S T R A T E G I C
    Building on what you’ve achieved, not so
    much fixing; identify what to focus on
    next, processes
    

    View Slide

26. R E M A I N C O M P E T I T I V E
    

    View Slide

27. A C H I E V E
    O B J E C T I V E S
    

    View Slide

28. C U R R E N T B R A N D
    V I S I B I L I T Y &
    P E R C E P T I O N
    Changes in users’
    behaviour
    

    View Slide

29. View Slide

30. W I L L H E L P Y O U
    I N T E R N A L L Y
    Identify the low-hanging fruit, data for
    international expansion or market research,
    etc
    

    View Slide

31. B E P R O A C T I V E
    Tackle any issues, ideation
    

    View Slide

32. P R E P A R E F O R A N Y
    R E C E S S I O N
    

    View Slide

33. P R E P A R E F O R A N Y
    A L G O U P D A T E S
    Or any other aspect that might have an adverse
    effect
    

    View Slide

34. G O I N G
    I N T E R N A T I O N A L
    Still a trend in ecommerce
    

    View Slide

35. D O N ’ T L E A V E
    M O N E Y O N
    T H E T A B L E
    

    View Slide

36. L E T ’ S D O I T
    

    View Slide

37. T H E C O S T O F
    N E G L E C T I N G I T
    

    View Slide

38.  Cyber attacks
     Lost opportunities
     Reputational damage
     Competitors can take advantage
    T H E C O S T O F
    N E G L E C T I N G I T
    

    View Slide

39. Marine Le Pen’s website
    marine2017.fr
    T H E C O S T O F
    N E G L E C T I N G I T
    https://www.aeripret.com/case-study-rank-fast-using-politician-
    website/
    

    View Slide

40. W H E N S H O U L D I
    D O I T ?
    

    View Slide

41. Every quarter
    Twice a year
    Introduce audits within your
    processes
    

    View Slide

42. S I T U A T I O N S
    Preparing for a launch or rebranding
    Planning for the year/ quarter ahead
    Competitor analysis
    Some issues have been reported
    Preparing for a site migration
    Preparing for an international launch
    You´ve received a penalisation
    It´s loading too slowly
    

    View Slide

43. I T D O E S N ’ T
    R E P L A C E
    C O N T I N U O U S
    M O N I T O R I N G !
    

    View Slide

44. View Slide

45. W H AT ´ S N O T I N
    O U R H A N D S ?
    

    View Slide

46. Organisational changes
    Political loops
    Any work previously done
    Any work done while auditing
    Not following our advice
    Lack of internal resources
    Algo updates that might
    affect
    Emergencies
    

    View Slide

47. As a consultant, you might win more work
    When in-house, you might win more
    trust
    

    View Slide

48. T I P S -
    S O L V I N G
    D A U N T I N G
    

    View Slide

49. F O C U S O N W H AT Y O U
    C A N D O
    

    View Slide

50. Take a strategic approach
    Align actions & business
    objectives
    Identify and fix issues
    Identify growth areas
    

    View Slide

51. T O A V O I D H A V I N G
    A N Y T H O R N Y I S S U E S
    O N Y O U R H A N D S
    

    View Slide

52. C R E A T E A P R O J E C T P L A N
    Objetives
    Timing
    What you’re auditing
    Possible outcomes
    Who does what
    Resources
    Implementation plan
    ideas
    

    View Slide

53. Stick to the process
    Data
    gathering
    Data
    analysis
    Prioritise
    actions
    Monitor
    implementation
    

    View Slide

54. D O C U M E N T !
    

    View Slide

55. T A K E A S T R A T E G I C A P P R O A C H
    Take into account your
    audience
    The purpose of your site
    What you can do right now
    

    View Slide

56. U S E T E M P L A T E S
    Present recommendations
    Communicate with developers
    Present findings
    

    View Slide

57. We don´t know what we don´t
    know
    

    View Slide

58.  UK & UE Search Awards judge
     Associate University Professor
     Upcoming book on digital marketing
     Contributor to the book SEO in
    2023
    Hi! My name is Montserrat
    Cano
    

    View Slide

59. A N Y
    Q U E S T I O N S ?
    

    View Slide

60. OBRIGADO!
    Montserrat Cano
    montserrat-cano.com
    @MontseCano
    

    View Slide