Upgrade to Pro — share decks privately, control downloads, hide ads and more …

The Importance of Auditing for SEO

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.

Montserrat Cano

March 24, 2023
Tweet

Other Decks in Marketing & SEO

Transcript

  1. AUDITING
    FOR SEO
    LisbonSEO Meetup. March
    2023

    View full-size slide

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

    View full-size 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 full-size slide

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

    View full-size slide

  5. 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 full-size slide

  6. 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 full-size slide

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

    View full-size slide

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

    View full-size slide

  9. 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 full-size slide

  10. It´s all about your
    users

    View full-size slide

  11. “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 full-size slide

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

    View full-size slide

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

    View full-size slide

  14. Problem-solving
    mindset

    View full-size slide

  15. 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 full-size slide

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

    View full-size slide

  17. Lack of
    resources

    View full-size slide

  18. Continuous monitoring

    View full-size slide

  19. D A U N T I N G

    View full-size slide

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

    View full-size slide

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

    View full-size slide

  22. B E N E F I T S

    View full-size slide

  23. 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 full-size slide

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

    View full-size slide

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

    View full-size slide

  26. 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 full-size slide

  27. 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 full-size slide

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

    View full-size slide

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

    View full-size slide

  30. 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 full-size slide

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

    View full-size slide

  32. 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 full-size slide

  33. L E T ’ S D O I T

    View full-size slide

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

    View full-size slide

  35.  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 full-size slide

  36. 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 full-size slide

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

    View full-size slide

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

    View full-size slide

  39. 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 full-size slide

  40. 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 full-size slide

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

    View full-size slide

  42. 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 full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

  47. 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 full-size slide

  48. 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 full-size slide

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

    View full-size slide

  50. D O C U M E N T !

    View full-size slide

  51. 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 full-size slide

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

    View full-size slide

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

    View full-size slide

  54.  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 full-size slide

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

    View full-size slide

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

    View full-size slide