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AUDITING
FOR SEO
LisbonSEO Meetup. March
2023
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We don´t know what we don´t
know
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A U D I T I N G !
Intro
Benefits
Timing
The cost of neglecting
it
What’s not in our hands
Tips
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I N T R O
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It´s the process of reviewing a website to identify areas
of improvement and growth, so that it runs smoothly and
efficiently
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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
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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
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S U R P R I S I N G !
How often do you audit your
website?
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No content
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C R O W D E D O N L I N E
L A N D S C A P E
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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
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It´s all about your
users
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“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
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Accessibility https://billiegeena.co.uk/emojis-and-
content/
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S O M E
P O S S I B L E
R E A S O N S
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Problem-solving
mindset
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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
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C R O S S T H E
B R I D G E
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Lack of
resources
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Continuous monitoring
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D A U N T I N G
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A U D I T I N G W E B S I T E S
Technical
Performance
Content
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A U D I T I N G W E B S I T E S
Indexability
Mobile friendliness
Usability
Accessibility
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B E N E F I T S
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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
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R E M A I N C O M P E T I T I V E
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A C H I E V E
O B J E C T I V E S
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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
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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
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B E P R O A C T I V E
Tackle any issues, ideation
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P R E P A R E F O R A N Y
R E C E S S I O N
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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
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G O I N G
I N T E R N A T I O N A L
Still a trend in ecommerce
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D O N ’ T L E A V E
M O N E Y O N
T H E T A B L E
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L E T ’ S D O I T
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T H E C O S T O F
N E G L E C T I N G I T
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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
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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/
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W H E N S H O U L D I
D O I T ?
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Every quarter
Twice a year
Introduce audits within your
processes
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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
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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 !
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W H AT ´ S N O T I N
O U R H A N D S ?
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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
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As a consultant, you might win more work
When in-house, you might win more
trust
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T I P S -
S O L V I N G
D A U N T I N G
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F O C U S O N W H AT Y O U
C A N D O
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Take a strategic approach
Align actions & business
objectives
Identify and fix issues
Identify growth areas
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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
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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
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Stick to the process
Data
gathering
Data
analysis
Prioritise
actions
Monitor
implementation
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D O C U M E N T !
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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
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U S E T E M P L A T E S
Present recommendations
Communicate with developers
Present findings
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We don´t know what we don´t
know
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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
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A N Y
Q U E S T I O N S ?
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OBRIGADO!
Montserrat Cano
montserrat-cano.com
@MontseCano