Technical SEO Auditing: How healthy is your site?
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Technical SEO Auditing: How Healthy is Your Site? William Nye. Senior Technical Consultant. [email protected]
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Transcript of Technical SEO Auditing: How healthy is your site?
Technical SEO Auditing: How Healthy is Your Site?
William Nye. Senior Technical Consultant. [email protected] williamjnye
Today we’re going to review an affiliate site from an organic search perspective.
1. Historic performance
2. SEO issues
3. Recommendations
How Do We Identify SEO Issues?
playslotscasinos.com
Domain Info:• Domain registered on
14/11/2013
• First crawled by web.archive.org: 10/3/2014
• 343 indexed search results
• Static HTML build
• Responsive
Historic Performance
Historic Performance
Is It Still Ranking?
Ranking in the top 10 for 408 terms monitored by SEMrush. Ranking in the top 30 for 14219.
1-5 6-10 11-15 16-20 26-300
2000
4000
6000
8000
10000
12000
14000
109 299 5251719
11567
Desktop Organic Rankings (US) – Po-sitions 1-30
# o
f Ke
ywor
ds
Current Rankings
Total opportunity only around 3k p/m for ranking keywords – but this doesn’t include long tail.
Search Opportunity
1-5 6-10 11-15 16-20 26-300100002000030000400005000060000700008000090000
100000
1530 1460 39008940
89700
Organic Search Opportunity (US) – Po-sitions 1-30
Sear
ches
Per
Mon
th
Top SEO Issues
Link Profile
Large quantity of linking domains discovered October 2014 - Jan 2015; big increase in visibility.
Link Growth Overtime
01/08
/2014
01/09
/2014
01/10
/2014
01/11
/2014
01/12
/2014
01/01
/2015
01/02
/2015
01/03
/2015
01/04
/2015
01/05
/2015
01/06
/2015
01/07
/2015
01/08
/2015
01/09
/2015
01/10
/2015
01/11
/2015
01/12
/2015
0100200300400500600700800
Referring Domains for playslotscasinos.com
Link Attrition
Only 11% of the links recorded are still alive. Low quality usually results in high attrition.
Low quality linking root domains with low topical relevancy and commercial anchor texts.
Link Quality
Link Quality
Unsurprisingly most linking root domains are < 10 Trust Flow (data from Majestic).
1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-800
10
20
30
40
50
60
Trust Flow Per Domain
Link Profile Recommendations• Quality: Site needs better links to rank effectively, over the long term
• Anchor Text: Commercial anchor text usage should be minimal
• Topical Relevancy: More relevant links needed
Next steps: Full link profile should be reviewed and the worst links disavowed
Site Quality
Quality Updates
Panda 4.2Phantom 3 Core
Update
Later decreases correlate highly with updates aimed at content quality and user intent.
Emphasis on E-A-T – expertise, authoritativeness and trustworthiness
Google Quality Rater Guidelines
Source: http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
Signs of Lowest Quality Pages:• Pages or websites that are created to make money with little to
no attempt to help users• Pages or websites created with no expertise or pages which are
highly untrustworthy, unreliable, unauthoritative, inaccurate or misleading
• Violations of the Google Webmaster Quality Guidelines.
Site Design
Low quality templated design doesn’t inspire trust. This leads to bad user engagement.
Unique textual content but it’s very low in quality. Updates like Phantom have been punishing sites were textual content doesn’t match user intent.
Quality of Textual Content
Quality Recommendations• Textual Content: Rewrite copy, only including text that matches the
intent of the page. Emphasis on quality of content produced
• Design: Improve the design for both mobile and desktop users with an emphasis on trustworthiness and usability
• E-A-T: Continued focus around E-A-T throughout the site
Why Should I Care?
Because the opportunities are rapidly diminishing
The Elephant Penguin in the Room
• 85 weeks since the last refresh on 18/10/2014
• Next update is supposedly “real time”
• Apparently it’s coming soon
What Should Affiliates Do?
Focus on producing websites that provide real value
The Best Affiliate Sites Already Do This
Try and find a point of difference – whether it’s the quality of the site, exclusivity in what you offer or another USP.
Final ThoughtsWhatever Google does, someone, somewhere, will always find a way to beat the system.
But using these tactics will always be higher risk.
Affiliates need to pick the right model for their business.
Thank You
Slides @ builtvisible.com/blog/
William Nye. Senior Technical Consultant. [email protected] williamjnye
