SEO Site Audit Training: Close Your Next SEO Client

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Transcript of SEO Site Audit Training: Close Your Next SEO Client

In 18 years, Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched over 300 websites, and has managed over a thousand marketing campaigns.

TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116SEO Site Audit Training: Close Your Next SEO Client

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bernard@seoreseller.com/bernardsanjuaniii

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TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116

What Happened During the Previous Webinarbit.ly/getsked

bit.ly/getskedIn the previous webinar, we walked you through the six core metrics of SEO and the best practices for effective optimization.

Significance of the 6 core metrics in todays SEOImportance of having search engine metrics in groupsSEOResellers 6 core metric groups (Authority, On-Page, Off-Page, Behavior, Quality and Trust)SEO best practices to leverage each metric

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Whats Next:Discussion Overviewbit.ly/getsked

Upcoming Product

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What's the best way to maximize conversion?

Our Integrated Search and Social Retargeting Solutions maximizes conversion of high-intent visitors from your website and social media pages.

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Whats Next:What is a Site Audit?bit.ly/getsked

Discussion Overview

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In this webinar, well talk about how to effectively use each part of your SEO Site Audit to win new clients, recommend the right solutions, and begin a successful SEO campaign.

Objective: To be able to go through an SEO Site Audit with an existing or potential client, and explain the important findings in terms they can understand.

Pro Tip: Do NOT maven your way through an SEO Site Audit meeting.

5 Major Components of a Site Audit

Keyword SelectionAccessibility and IndexabilityOn-PageOff-PagePenalties and Warnings

Q&A Session

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What is a Site Audit?

bit.ly/getskedProcess of identifying elements that keep a website from ranking.Whats Next:Purpose of a Site AuditSEO Site Audit Training: Close Your Next SEO Client

withSite Audits are performed

Before a campaignUpon intakeAt the 5th month of an SEO campaign to assess its performance, and spot other opportunitiesUpon client request

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Purpose of a Site Audit?

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Purpose of a Site Audit:

Spot opportunities and recommend the right solutionsFind out: is this a battle you can win?Gives you ability to establish expertise and set client expectations

Whats Next:Keyword SelectionSEO Site Audit Training: Close Your Next SEO Client

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In SEO, all problemsare opportunities.

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Keyword SelectionFeel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.Whats Next:Keyword SelectionSEO Site Audit Training: Close Your Next SEO Client

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Keyword Selection

bit.ly/getskedWhat is Keyword Selection?Determines which keywords the campaign will set as a goalThe yardstick the campaign will be measured against

Keyword Research and Selection are two different art forms.

Keyword Research - A task SEOs can easily handle on their ownKeyword Selection - A collaboration between Project Managers, SEO Analysts, and Clients

SEOs will want to choose the keywords they can rank forClients will want keywords that correspond to tactical or strategic goalsBoth see eye-to-eye on strategic keywordsWhats Next:Keyword SelectionSEO Site Audit Training: Close Your Next SEO Client

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Keyword Selection

What You Need To Know

Keyword Research:Google Webmaster Tools - Content Keywords tabAdWords Keyword Planner - Keyword Ideas functionTake it with a grain of salt. Remember, its an AdWords tool, and meant to entice you to bid on more keywords.

Keyword Selection:Understand the clients business, the services they offer, and the queries their customers use on search to look for those servicesSet expectations with clients in case they want keywords that cant be won.This is also why our packages have built-in Keyword and Search VolumeKeyword Limits - so you can pick the battles you can win.

bit.ly/getskedWhats Next:Keyword Limits Organic SEO Packages SEO Site Audit Training: Close Your Next SEO Client

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Keyword Limits Organic SEO Packages

bit.ly/getskedWhats Next:Accessibility and IndexabilitySEO Site Audit Training: Close Your Next SEO Client

withNo. of KeywordsNo. of Keyword GroupsMonthly Search VolumeOrganic Silver1024,000 (2,000/Keyword Group)Organic Gold2048,000 (2,000/Keyword Group)Organic Platinum30612,000 (2,000/Keyword Group)Organic Platinum Plus40816,000 (2,000/Keyword Group)

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Accessibility and IndexabilityFeel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.Whats Next:Accessibility and IndexabilitySEO Site Audit Training: Close Your Next SEO Client

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Accessibility and Indexability

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What You Need to Know

Checks whether the website and target pages are crawled and indexed by Search Engines.When you conduct a search, youre not actually searching the web. Youre searching that Engines index of the web.

If the Search Engine doesnt have either a documented or rendered copy of your site, any SEO activity is useless.Whats Next:Accessibility and IndexabilitySEO Site Audit Training: Close Your Next SEO Client

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Accessibility and IndexabilityHow to Spot Site Indexing Issues or Ranking Opportunities

bit.ly/getskedSite SearchIndicates number of pages of your clients website indexed by Googlesite:www.example.com

Site search + keyword Used to find potential target pages on your clients website that can rank for that keywordsite:www.example.com example keyword

Crawl ErrorsDo any of the target pages return a 404 Error?Check with Google Webmaster Tools if a page reflects against several keywords, not just one.

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Whats Next:Accessibility and Indexability

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Accessibility and IndexabilityHow to Spot Site Indexing Issues or Ranking Opportunities

bit.ly/getskedWhats Next:On-PageSEO Site Audit Training: Close Your Next SEO Client

with4.XML SitemapLists all publicly accessible web pages

5. Robots.txt The Robots Exclusion Protocol provides instructions to Search Engine web crawlers whether to index a site or not.

6.Orphan PagesPages that cant be followed from other pages in your clients website wont be indexed by search crawlers, unless they are linked externally. Typically put up for PPC campaigns.

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On-PageFeel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.Whats Next:On-Page ElementsSEO Site Audit Training: Close Your Next SEO Client

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On-Page Elements

bit.ly/getsked2 Kinds of On-Page Elements:

1. ContentTextImages

2. Meta-Content

Content is the single most powerful ranking factor there is.

SEO study to find the optimum number of keywords needed to be on a page in order for it to rank.100 non-commercial keywords.Findings: Google ranks content with 1600 words or more for informational terms.

Whats Next:Meta ContentSEO Site Audit Training: Close Your Next SEO Client

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Proper Keyword TargetingThe keyword must be present on the page to rank for that keyword.

Example: website selling music instruments that wants to rank for Gibson electric guitars.

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Meta Content

bit.ly/getskedWhat You Need to Know

Meta Content:Title TagsMeta DescriptionMeta KeywordsAlt Tags

HeadersBecause of Latent Dirichlet Allocation (LDA), content is more powerful when its to the top and to the left.This is where Headers are typically found.

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Meta Content

bit.ly/getskedWhat You Need to KnowLinks (External and Internal)External links - links outside the clients website.Clients website must try to consolidate as much authority on your page by minimizing outbound links.Internal links - links to other pages on the clients website.Vouch for a page that you want to rank for a keyword.

Site ArchitectureProper SEO siloing, especially for most important ranking pages. (e.g. page that wants to rank for a keyword should be supported by pages with contextually related terms)

Whats Next:Common On-Page SEO Problems to Watch Out ForSEO Site Audit Training: Close Your Next SEO Client

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Common On-Page SEO Problems to Watch Out For

bit.ly/getskedWhats Next:Algorithmic Compatibility vs. Marketing VoiceSEO Site Audit Training: Close Your Next SEO Client

withMost Common Culprit: Duplicate Content

Why does Google penalize duplicate content?Google Rule #3: Build for the User

Example: Generic Websites with the same con