The 30 Minute SEO Checkup
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Transcript of The 30 Minute SEO Checkup
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| 30 Minute SEO Check up 1
The 30 Minute SEO Checkup
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Nate Plaunt
Sr. SEO Strategist@NatePlaunt
bit.ly/1LoDdWN
Today’s PresentersTaylor Pettis
Sr. Marketing Manager@tpettis
linkd.in/1dsZJAa
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Today’s Agenda:
• What to expect today
• Why should you check your SEO health?
• Tools run-through
• How-to steps
• Questions
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1. How SEO health impacts your business
2. A 30 minute process to inspect common SEO issues
3. How to use tools to identify problems
4. How to build a workflow and checklist to repair problems
What to expect today
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WHAT IS SEO?
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SEO is Two Things: SEO? (Simplified)
1. The practice of making your website as accessible as possible to search engines.
2. Ensuring your website is as useful and relevant as possible to your current and prospective customers.
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Think of Your Website as a House
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Ensure your site is accessible to humans and search engines.
Think of Your Website as a House
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Ensure your site is relevant and useful to your visitors.
Think of Your Website as a House
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WHY SHOULD I CARE ABOUT MY SEO HEALTH?
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• Organic traffic accounts for anywhere between 47% and 64% of all website traffic*
• Roughly 52,000 search queries happen on Google - every SECOND!
• This translates into about 4.5 billion searches every day**
Organic Search Stats
* Source: http://searchenginewatch.com/sew/study/2355020/organic-search-accounts-for-up-to-64-of-website-traffic-study ** Source: http://www.internetlivestats.com/one-second/#google-band
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BEING PRESENT IN THESE SEARCH RESULTS IS THE FIRST STEP IN DRIVING
QUALITY TRAFFIC TO YOUR SITE.
IN ORDER TO BE PRESENT IN THESE RESULTS YOU MUST TO HAVE A SOLID
SEO FOUNDATION.
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30 MINUTE SEO CHECK UP:THE TOOLS
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1. Analytics Platform (Google Analytics)2. Google Search Console (formerly Webmaster
Tools)3. Bing Webmaster Tools4. Google5. Screaming Frog Spider6. Crawl Data Visualization Spreadsheet7. Panguin Tool – by Barracuda Digital8. Word, Excel, Google Docs, pen and paper, or
anything else you want to use to make a checklist
Here’s What You’re Going to Need
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1. Google Analytics - https://www.google.com/analytics/ 2. Google Search Console - https://
www.google.com/webmasters/tools/home 3. Bing Webmaster Tools - http://
www.bing.com/toolbox/webmaster 4. Google - https://www.google.com/ 5. Screaming Frog Spider - http://www.screamingfrog.co.uk/ 6. Crawl Data Visualization Spreadsheet - http://
bit.ly/1npByIE 7. Panguin Tool - http://barracuda.digital/panguin-tool/
Here’s What You’re Going to Need
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30 MINUTE SEO CHECK UP:STEPS
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STEP #1: CRAWL YOUR SITE WITH SCREAMING
FROG
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• Download Screaming Frog Spider• http://www.screamingfrog.co.uk/seo-spider/
• Enter your domain into the box at the top and hit Start
*Pro Tip: exclude the “www” to capture info on all subdomains
Step 1: Crawl Your Site
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• Download the Crawl Data Visualization Worksheet• http://
www.threedeepmarketing.com/blog/visualizing-website-data-with-screaming-frog
• Save your crawl once it’s complete• Export the Crawl Overview Report as a .csv file
• Copy and Paste into the “Data” tab of the Crawl Data Visualization Worksheet
Step 1: Crawl Your Site
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Step 1: Crawl Your Site
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SEO Challenges - On-Page Elements
Title Tag: Should be descriptive and unique to each pageURL: Accurate and descriptive, should clearly show page taxonomy
H1 heading: Calls out main topic of the on-page content – only one per pageH2 headings: Further describe sub-sections of the page – each page can have manyAlternative image text: Accurately describes image and is in line with page themePage Copy: Unique, descriptive, robust, keyword rich
Meta Description: The elevator pitch for your page displayed in search results
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Take note of:• Any redirection (3xx), broken links (4xx), and
server error (5xx) status codes• URL Issues• Page Title Issues• Meta Description Issues• Missing Heading Tags (H1, H2)
Mark any issues down on your checklist
Step 1: Crawl Your Site – Output
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STEP #2: GOOGLE SEARCH CONSOLE
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If you haven’t already, go verify your site in Google Search Console – https://www.google.com/webmasters/tools/home • Once verified, click on your site to access the
Dashboard
Step 2: Google Search Console
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First stop here is to check out your crawl errors report.• Click on the section banner to access the report• This will bring you to a different screen
Step 2: Google Search Console
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Here you will see the graph on each type of error encountered over time. • Clicking on the individual error URLs will show you
exactly where that URL is linked from (internal or external too!)
Step 2: Google Search Console
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Next, from the left-hand navigation, head to the HTML improvements area• Here you’ll find a listing of
issues with various on-page elements such as:
• Meta descriptions• Title tags• Non-indexable content
• Take note of any issues reported here and mark them in your checklist.
Step 2: Google Search Console
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Finally, make sure you do not have any manual actions from Google.• These can be
extremely time consuming and costly to clear up.
• If you see something here, consult an experienced partner.
Step 2: Google Search Console
• Pro Tip: for a detailed walk-through on how to recover from a link based manual penalty, see my instructions here:
http://www.threedeepmarketing.com/blog/complete-guide-google-manual-penalty-removal/
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STEP #3: BING WEBMASTER TOOLS
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If you haven’t already, go verify your site in Google Search Console – https://www.bing.com/webmaster • Once verified, click on your site to access the
Dashboard
Step 3: Bing Webmaster Tools
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From the left-hand dropdown menu, select “SEO Reports”• Although there is a lot of great information here,
we’re only going to check out this section.
Step 3: Bing Webmaster Tools
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Here you’ll find a list of “SEO Suggestions” • Clickable links to lists of URLs on which the issue
occurs.• Prioritize the most severe issues and mark them
down in your workflow checklist.
Step 3: Bing Webmaster Tools
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STEP #4: CHECK YOUR ANALYTICS
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Log into your analytics tool and access your website profile• For this example we are going to look at Google
Analytics as it is one of the most popular and powerful website analytics tools on the market…and it’s “free”
Step 4: Check Your Analytics
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Choose a period of time you want to analyze and compare it to the previous year. • Drill down into the
Channels report• Here you’ll see a
listing of traffic by channel
• Next step is to click on “Organic Search”
Step 4: Check Your Analytics
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Now change the Primary Dimension to “Landing Page”• Here you can see the year over year difference in
entrances per page from organic search• Mark down any pages with drastic drops in your
checklist
Step 4: Check Your Analytics
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STEP #5: THE PANGUIN TOOL
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The Panguin Tool is a tool developed by a company called Barracuda Digital• It pulls in your organic data and overlays when
major updates to the Google algorithm have occurred
• This is SUPER helpful when trying to diagnose whether or not your site took a hit
While you are logged into Google Analytics, head over to http://barracuda.digital/panguin-tool/ and follow the instructions to connect your sites analytics to the tool
Step 5: The Panguin Tool
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Once connected you will see something like this:
Step 5: The Panguin Tool
Color-coded lines represent updates to the Google algorithm
Toggle switches allow you to turn off update types
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Mark down major traffic correlations.Read up on the provided information about the update.List out possible solutions in your checklist.
Step 5: The Panguin Tool
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STEP #6: GOOGLE YOURSELF (BUT NOT LIKE
THAT)
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Pull up google.com in your browser and use the “site:” advanced search operator to check your indexation• Example: “site:domain.com”• How many pages are indexed?• How does this compare to your actual page
count?• If it differs greatly, mark it down in your checklist.
Step 6: Google Yourself (Like This)
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NEXT STEPS:
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• High priority issues include:• Internal redirection – 301 and 302 status codes• Broken links – 404 status codes• Page Title issues• Uncrawlable website• Manual actions
• Medium priority issues include:• H1 and H2 issues• Pages with traffic loss YoY
• Low priority issues include:• Meta Description issues• Alt image text
Prioritize your checklist
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1. Launch a crawl on your site with Screaming Frog2. Download the Crawl Data Visualization
spreadsheet3. While crawl is running, log into Google Search
Console 4. After that, log into Bing Webmaster Tools5. Check your crawl, if it’s done export the crawl
overview and load data into the Crawl Data Visualization spreadsheet
6. Log into Google Analytics7. While logged into GA, head over to the Panguin
Tool8. Check your indexation in Google9. Mark down issues as you go
Workflow and Timeline Review – Total Time: 30 Minutes
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30 MINUTE SEO CHECK UP:
QUESTIONS?