How to do a SEO Site Audit

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Transcript of How to do a SEO Site Audit


    Kathy Alice Brown

  • About these slides

    These slides are from my online course: How to do a SEO Site Audit For Access & Discounted Price ! The course also has demos and me lecturing on video, so not

    everything is covered in these slides. But dont worry, there is still a lot of great information here!

  • Course Agenda

    Introduction Make sure to download the checklist and tools list!

    Initial Technical Checks What Google Sees Traffic and Site Speed Google Search Console Advanced Technical Section Authority Checks

  • Thank you!

    Big Thanks to


  • What is SEO?

    SEO (Search Engine Optimization) is the art and science to having your site rank well in Google as well as increasing your sites organic traffic.

  • The Four Tiers of SEO





  • Accessibility

    Can the Search Engines Crawl and Understand Your Site?

    Problems: Blocked from Crawling Poorly Structured Site Orphaned Pages Duplicate Content Poor use of Redirects


  • On Page

    Is the page providing clear signals about its content? Problems:

    Tags on page not optimized for keywords Title tag Meta Description Header Tags Alt tags


  • Engagement

    Is the page/site useful and engaging with users? Problems:

    Slow loading Not mobile friendly Content not written well Not visually appealing


  • Authority

    Is the site a recognized authority in its niche? Problems:

    No relevant backlinks OR too many spammy backlinks No social activity


  • GOAL OF THE AUDIT How to do a SEO Site Audit

  • Why are you doing the audit?

    To make sure everything is Ok with my site. To reassess my SEO approach and make sure Im in

    compliance with Google guidelines. Because my organic traffic has been going down. To see if there is any opportunity to increase my organic

    traffic. To deliver a more complete service to my client.

  • The different types of audits

    General Health Audit

    Competitive Review


    Content Quality Review

    Backlink Audit

    Local SEO

  • Problems .. and Opportunities

    Approach audit with an open mind

    You are looking for problems

    And you are also looking for opportunities

  • GETTING STARTED How to do a SEO Site Audit

  • Getting Started

    MUST have Google Analytics

    Google Search Console

    Understand the history of the Site

    Download the Checklist attached to this lecture

  • Questions

    How many domains Recent changes (migrations, redesign ) Any deliberate link building Business Goals

    How is it monetization?

    Competitors Top Keywords

  • TECHNICAL CHECKS Quick checks to find major SEO problems

  • REDIRECTS and HTTP Status Codes

  • What is a HTTP Status Code?



    200 - Ok 301/302 - Moved 404 - Not Found

  • HTTP Status Codes

    200 Heres your page, everything is great!

    301 The page you requested has moved, Heres where it moved to

    302 The page you requested has temporarily moved

    404 I cant find the page

    5xx Something went wrong

  • Why Redirects Matter

    Make sure Google has your forwarding address

    Use a 301 Redirect if the move is permanent.

    302 Redirect for temporary moves Best for SEO to use 301 redirects

  • Top Level Redirects

    Check that there is a 301 Canonical Redirect The site should have one canonical location Either www or non-www but NOT both

    Check for other redirects as appropriate Other domains http -> https

  • ROBOTS.TXT Dont block Googlebot and friends

  • About robots.txt

    No crawling allowed here

  • Dont Block Your Entire Site

    Make sure you dont check this box in WordPress

    Settings -> Reading

  • Dont Block Your Entire Site

    The slash tells Googlebot to NOT visit any pages on the site

    User-agent: * Disallow: /

  • When Spiders are Blocked

    IMPORTANT: Does not necessarily keep pages out of the Google index!! A description for this result is not available because of this sites robots.txt file

  • When Spiders are Blocked

    Dont block JavaScript and CSS files

  • MOBILE FRIENDLY A great user experience across all devices

  • Is the Site Mobile Friendly?

  • Mobile Friendly 3 Approaches

    Responsive Web Design (RWD) Site adjusts to different screen sizes

    Separate URLs Redirects to a separate URL (m dot site) based on a mobile User


    Dynamic Serving Same URL but serves different HTML based on User Agent

  • and AMP

    Accelerated Mobile Pages Subset of HTML Performance Improvements of

    15% - 85%

  • Google Mobile Friendly Test

  • WHAT GOOGLE SEES How to crawl a site and what to look for

  • Why we crawl

    To see what Googlebot (other) sees, we crawl the site.

    Uncover problems with accessibility as well as on page optimization opportunities.

    Lectures in priority order Screaming Frog, (free)

  • SEARCH SNIPPETS Where the search snippet gets its info

  • Laser Engraved Mirrors | Etched

    Meta Data and Search Snippets

  • The Title Tag

    Important Ranking Factor Get the Click Front load keyword Ideal length 55 57 characters Check for:

    Missing title tags Duplicates Length Informative, Has Keywords, Clickability

  • The Meta Description

    Not a Ranking Factor Get the Click Ideal length 150-160 characters Check for:

    Missing meta descriptions Duplicates Length Informative, Has Keywords, Clickability

  • PAGE BY PAGE REVIEW What Google Sees

  • Page by Page

    Browse the site page by page as a search bot would

    Set up a browser to mimic a search bot

    Review the source code

    Fetch page as Google bot (in Google Search Console) or use the

    cache: command


    Identify page archetypes and browse representative


  • Page by Page

    What are you looking for?

    Text is really text

    Avoid really thin pages

    Missing or Hidden Elements

    Links are not obfuscated, with descriptive anchors

    Proper use of tags

  • TRAFFIC The Lifeblood of a Website

  • The Different Types of Traffic





  • Google Analytics

    Not only a measure of Organic Traffic but useful for: Tracking Conversions Engagement Metrics

    Time On Site, Bounce Rate, Pages per Visit Content Performance Demographics and Interests (if enabled) % mobile Location Social Referrals

  • The Different Types of Traffic

    Is Organic Traffic rising? Falling? Or Flat?

    What are the top Landing Pages?

    How is the site performing with Users?

    How well is the site optimized for Speed?


    Googles Communication Channel to Webmasters

  • Google Search Console

    Formerly known as Google Webmasters Tools

    Site needs to be verified, admin access not absolutely required

  • Google Search Console


    Search Appearance

    Search Traffic

    Google Index


  • Structured Data

    Gives meaning to the words on the page

    Example: Recipe, Review

    MAY result in rich snippets

    More Info:

  • DOMAIN AUTHORITY Authority Checks

  • Why Backlinks Matter

    The Accessibility and On Page Checks help fine tune the engine

    Backlinks are what makes the car go!

    Think of a Backlink as a vote for your site

  • Domain Authority

    Not all backlinks are the same

    You want links from high authority, relevant sites

    Domain Authority

    Third party metric from

    Not perfect

    Moz Bar Plugin

  • BACKLINKS Authority Checks

  • Backlinks

    Note # of backlinks and # of referring domains

    Note any high DA links

    Flag any links that look suspicious

    Check anchor text

    A good portion should be branded links

  • Backlinks - Tools

    Google Search Console Links to Your Site

    Mozs OpenSiteExplorer



  • CONTENT QUALITY and User Experience


    Length: in most cases the longer the better


    At least one image

    Scannable lots of white space

    Better than the competition

  • User Experience

    Look at the site from the perspective of a new site visitor

    Is it . Easy to navigate?

    Is what it is offering clear?

    Looks professional and credible?

  • QDF and Content Scraping Check