SEO Site Audit Training: Close Your Next SEO Client

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

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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) 8484-1116

SEO Site Audit Training: Close Your Next SEO Client

Meet The Expert

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[email protected]

/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 Webinar

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In 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 today’s SEO● Importance of having search engine metrics in

groups● SEOReseller’s 6 core metric groups (Authority, On-

Page, Off-Page, Behavior, Quality and Trust)● SEO best practices to leverage each metric

http://bit.ly/partner-bootcamp-webinars

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What’s Next:Discussion Overview

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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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What’s Next:What is a Site Audit?

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Discussion Overview

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In this webinar, we’ll 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 Selection● Accessibility and Indexability● On-Page● Off-Page● Penalties and Warnings

Q&A Session

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What is a Site Audit?

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●Process of identifying elements that keep a website from ranking.

What’s Next:Purpose of a Site Audit

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Site Audits are performed…

1. Before a campaign2. Upon intake3. At the 5th month of an SEO campaign to assess

its performance, and spot other opportunities4. Upon 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 solutions

● Find out: is this a battle you can win?● Gives you ability to establish expertise and set

client expectations

What’s Next:Keyword Selection

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In SEO, all problemsare opportunities.

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Keyword Selection

Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.

What’s Next:Keyword Selection

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Keyword Selection

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What is Keyword Selection?•Determines which keywords the campaign will set as a goal•The yardstick the campaign will be measured against

Keyword Research and Selection are two different art forms.

•Keyword Research - A task SEO’s can easily handle on their own•Keyword Selection - A collaboration between Project Managers, SEO Analysts, and Clients

o SEO’s will want to choose the keywords they can rank foro Clients will want keywords that correspond to tactical or

strategic goalso Both see eye-to-eye on strategic keywords

What’s Next:Keyword Selection

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Keyword Selection

What You Need To Know

Keyword Research:● Google Webmaster Tools - Content Keywords tab● AdWords Keyword Planner - Keyword Ideas function

○ Take it with a grain of salt. Remember, it’s an AdWords tool, and meant to entice you to bid on more keywords.

Keyword Selection:•Understand the client’s business, the services they offer, and the queries their customers use on search to look for those services•Set expectations with clients in case they want keywords that can’t 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/getskedWhat’s Next:Keyword Limits – Organic SEO Packages

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Keyword Limits – Organic SEO Packages

bit.ly/getskedWhat’s Next:Accessibility and Indexability

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No. of Keywords

No. of Keyword Groups

Monthly Search Volume

Organic Silver 10 2 4,000 (2,000/Keyword Group)

Organic Gold 20 4 8,000 (2,000/Keyword Group)

Organic Platinum 30 6 12,000 (2,000/Keyword Group)

Organic Platinum Plus 40 8 16,000 (2,000/Keyword Group)

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Accessibility and Indexability

Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.

What’s Next:Accessibility and Indexability

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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, you’re not actually searching the web. You’re searching that Engine’s index of the web.

If the Search Engine doesn’t have either a documented or rendered copy of your site, any SEO activity is useless.

What’s Next:Accessibility and Indexability

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Accessibility and Indexability

How to Spot Site Indexing Issues or Ranking Opportunities

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1. Site Search• Indicates number of pages of your client’s website indexed

by Google• site:www.example.com

2. Site search + keyword • Used to find potential target pages on your client’s website

that can rank for that keyword• site:www.example.com example keyword

3. Crawl Errors• Do 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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What’s Next:Accessibility and Indexability

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Accessibility and Indexability

How to Spot Site Indexing Issues or Ranking Opportunities

bit.ly/getskedWhat’s Next:On-Page

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4. XML Sitemap• Lists 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 Pages• Pages that can’t be followed from other pages in your client’s website

won’t be indexed by search crawlers, unless they are linked externally. Typically put up for PPC campaigns.

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On-Page

Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.

What’s Next:On-Page Elements

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On-Page Elements

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2 Kinds of On-Page Elements:

1. Content● Text● Images

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.

What’s Next:Meta Content

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What You Need to Know:

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

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What You Need to Know

Meta Content:● Title Tags● Meta Description● Meta Keywords● Alt Tags

Headers● Because of Latent Dirichlet Allocation

(LDA), content is more powerful when it’s to the top and to the left.

● This is where Headers are typically found.

What’s Next:Meta Content

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Meta Content

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What You Need to KnowLinks (External and Internal)

● External links - links outside the client’s website.● Client’s website must try to consolidate as much

authority on your page by minimizing outbound links.

● Internal links - links to other pages on the client’s website.

● Vouch for a page that you want to rank for a keyword.

Site Architecture● Proper 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)

What’s Next:Common On-Page SEO Problems to Watch Out For

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Common On-Page SEO Problems to Watch Out For

bit.ly/getskedWhat’s Next:Algorithmic Compatibility vs. Marketing Voice

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Most Common Culprit: Duplicate Content

● Why does Google penalize duplicate content?

● Google Rule #3: Build for the User

Example: Generic Websites with the same content sold to businesses in the same industry.

Source: MarketingCharts.com | Data Source: SEMrush

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Algorithmic Compatibility vs. Marketing Voice

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Algorithmic Compatibility vs. Marketing Voice

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Off-Page

Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.

What’s Next:Off-Page Elements

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Off-Page Elements

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Backlinks● Other pages that link back to your client’s website

(“backlinks”)● Establishes the digital footprint of your client’s

website.● Experienced SEO’s know how to spot the non-value

adding links● Google Webmaster Tools, under Search Traffic and

Google Search Console

Anchor Text Distribution- The text that contains a link to your client’s site or page. The more varied and relevant the anchor text in links are  to the site or page, the better.

What’s Next:Off-Page Elements

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Off-Page Elements

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What to Watch Out For

1. Is the branding term the dominant link back to the site?• When a generic or money keyword ranks above the brand, the

digital footprint is typically contrived. This is a red flag to Google.

2. Bad Links - Links from low-quality websites negatively affect your client’s site. (What good SEO was 10 years ago)

3. Link Velocity - Rate at which your client’s website builds backlinks. Triggers an investigation from Search Engines.

What’s Next:Penalties and Warnings

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Pro Tip:Don’t bash the link-building activities of the previous provider. Focus the conversation on the present, and how to move forward.

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Penalties and Warnings

Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.

What’s Next:Penalties

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Penalties

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When the website has been hit with a penalty, you CANNOT proceed with optimization until it has been addressed.

● Search Engines already have a trust issue with the client’s website.

● Address trust issue with Search Engine first before any SEO activity can have a positive impact.

Two ways we detect penalties:

1. With Google Search Console2. Without Google Search Console Access: Algaroo and FE

International Penalty Indicator

What’s Next:Panda – Site-Wide Match - Unnatural Links

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Penguin Only algorithm update to penalize websites for past

activity

Panda Algorithm update that penalizes the website

based on its present state

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Panda – Site-Wide Match - Unnatural Links

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What’s Next:Panda – Site-Wide Match - Thin Content

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Panda – Site-Wide Match - Thin Content

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What’s Next:Panda - Duplicate Content

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Panda - Duplicate Content

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What’s Next:Panda – Site-Wide Match - Pure Spam

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Panda – Site-Wide Match - Pure Spam

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What’s Next:Penguin - Partial Matches - Unnatural Links

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Penguin - Partial Matches - Unnatural Links

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What’s Next:Penguin Penalty

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Penguin Penalty

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What’s Next:Link Clean-Up

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Link Clean-Up

Presence of penalties and warnings = additional investment in Link Cleanup

Challenge: Convince clients to invest.

• No way around this conversation. Either they will invest with your agency, or they will invest with someone else.

• Why invest at all? Because SEO is free traffic!

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What’s Next:Synthesis

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Synthesis

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SEO Site Audit - Process of identifying elements that keep a website from ranking. Use it to spot opportunities, recommend the right solutions, and set client expectations

Keyword Selection - Understand client’s business, set proper expectations by agreeing on keywords that the website can feasibly rank for.

Accessibility and Indexability - Check whether the website and target pages are crawled and indexed by Search Engines.

On-Page - Content is King. The keyword must be present on the page to rank for that keyword.

Off-Page - Watch out for low anchor text distribution, bad links, and unnatural link velocity.

Penalties and Warnings - address trust issues with Search Engines first before proceeding to SEO activity

What’s Next:For Our Partners

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For Our Partners

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SEO Site Audit (Downloadable PDF Training Guide)

http://bit.ly/site-audit-guide

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Schedule a Callbit.ly/getsked

Feel free to call us at any time for questions.

TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116US (415) 625-9700

[email protected]

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Q&A Session

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