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The Importance of Auditing for SEO (Lisbon SEO Meetup)

The Importance of Auditing for SEO (Lisbon SEO Meetup)

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.

This is the deck I used to present at the Lisbon SEO Meetup in 2023. All the details still stand and are applicable today.

Montserrat Cano

March 24, 2023

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  1. A U D I T I N G ! Intro

    Benefits Timing The cost of neglecting it What’s not in our hands Tips
  2. It´s the process of reviewing a website to identify areas

    of improvement and growth, so that it runs smoothly and efficiently
  3. 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
  4. 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
  5. S U R P R I S I N G

    ! How often do you audit your website?
  6. C R O W D E D O N L

    I N E L A N D S C A P E
  7. 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
  8. “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
  9. S O M E P O S S I B

    L E R E A S O N S
  10. 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
  11. A U D I T I N G W E

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

    B S I T E S Indexability Mobile friendliness Usability Accessibility
  13. 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
  14. R E M A I N C O M P

    E T I T I V E
  15. A C H I E V E O B J

    E C T I V E S
  16. 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
  17. 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
  18. B E P R O A C T I V

    E Tackle any issues, ideation
  19. P R E P A R E F O R

    A N Y R E C E S S I O N
  20. 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
  21. G O I N G I N T E R

    N A T I O N A L Still a trend in ecommerce
  22. D O N ’ T L E A V E

    M O N E Y O N T H E T A B L E
  23. T H E C O S T O F N

    E G L E C T I N G I T
  24.  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
  25. 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/
  26. W H E N S H O U L D

    I D O I T ?
  27. 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
  28. 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 !
  29. W H AT ´ S N O T I N

    O U R H A N D S ?
  30. 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
  31. T I P S - S O L V I

    N G D A U N T I N G
  32. F O C U S O N W H AT

    Y O U C A N D O
  33. 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
  34. 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
  35. 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
  36. U S E T E M P L A T

    E S Present recommendations Communicate with developers Present findings
  37.  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