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@badams @badams How to perform a Technical SEO Audit Barry Adams Polemic Digital

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@badams

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

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@badams @badams My SEO Audit Model

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@badams Web Search Engines Crawler Indexer Ranker

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@badams

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@badams The Three Pillars of SEO Technology Relevancy Authority

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

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

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@badams 1. Technology Technical SEO is about; • Crawl optimisation • Load speed • Mobile SEO • JavaScript • International SEO

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@badams 2. Relevancy On-page SEO is about; • Keyword/topical focus • Information Architecture • Page structure • Content quality • Structured Data • Accessibility

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@badams 3. Authority Authority & Ranking is about; • Link building • Internal linking • Social signals • Spamming the shit out of Google

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@badams ‘Technical’ SEO Audit Technology Crawler Relevancy Indexer Authority Query Engine

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@badams @badams What is an SEO Audit?

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@badams

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@badams

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@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

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@badams https://jamesclear.com/marginal-gains

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@badams @badams Before The Audit…

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@badams Google Search Console

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@badams

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@badams Access Must-have: • Google Search Console Nice to have: • Web Analytics • Server Log Files

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@badams @badams Audit Tools

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@badams Initial Scan

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@badams DeepCrawl

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@badams Screaming Frog

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@badams Google Search Console

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@badams Google Search Console

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@badams GTmetrix

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@badams SEOInfo

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@badams Wappalyzer

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@badams Link Redirect Trace

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@badams @badams The Actual Audit

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@badams Checklist

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@badams The Key to a Good Audit

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@badams The Key to a Good Audit Pattern Recognition

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@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. … ?

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@badams @badams Writing The Report

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@badams It will be shared

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@badams Make it Actionable

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@badams Only Include What Needs The checklist should be provided as an attachment

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@badams Omit The Trivial Stuff .

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@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?

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@badams Concise and Light on Jargon If you can’t explain it simply, you don’t understand it yourself

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@badams

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@badams

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@badams

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@badams

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

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@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

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@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…

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@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

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

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@badams Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at StateofDigital.com ➢ Columnist for SearchEngineLand.com

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@badams @badams Questions? [email protected] www.polemicdigital.com @polemicdigital @badams