The 30 Minute SEO Audit
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A free Portent webinar by Ken Colborn, learn how to review your website for common SEO issues in 30 minutes or less. We will be focusing on technical SEO, content, and off-site SEO factors.
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The 30 Minute SEO Audit
- 1. Portent, Inc. Your Name Presentation Name Month XX, 20XX The 30 Minute SEO Audit Ken Colborn Technical SEO Strategist October 30, 2014 Version 1.0
- 2. About Portent We are a leading integrated internet marketing agency set in Seattle, serving world-wide clients We are 55+ strong Founded in 1996 (pre-Google) We rally around the definition of “Portent”: the forecast of something big on the horizon Admittedly, we are total nerds With 19 years in the industry, you can trust our expertise. Gree$ngs from the #smithtower
- 3. Our Approach It’s All Integrated Infrastructure, analytics, and content are the foundation for your integrated marketing effort. These elements ensure the user experience is as close to perfect as possible. The channels are where their eyeballs and your content come together. We help brands reach their desired audiences through paid methods and also use technical and creative mastery to earn organic visits. We fully believe in nurturing your owned audience with killer content to keep them coming back. PPC DISPLAY SEO SOCIAL BLOG CREATIVE PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE Channels Elements
- 4. Ken Colborn @kejaco 5+ Years of SEO 15+ Working on Websites Loves all things Analytics Rides a Unicycle (illustration by @flashmurphy)
- 5. What this is Portent Webinar The 30 Minute SEO Audit
- 6. High level review to help diagnose some common SEO problems Portent Webinar The 30 Minute SEO Audit What this is
- 7. This will NOT Portent Webinar The 30 Minute SEO Audit
- 8. Make you an SEO Expert Portent Webinar The 30 Minute SEO Audit This will NOT
- 9. Show you how to fix everything Portent Webinar The 30 Minute SEO Audit This will NOT
- 10. Replace an SEO expert Portent Webinar The 30 Minute SEO Audit This will NOT
- 11. What’s in an SEO Audit? Portent Webinar The 30 Minute SEO Audit
- 12. What’s SEO Portent Webinar The 30 Minute SEO Audit
- 13. Technical Portent Webinar The 30 Minute SEO Audit
- 14. Technical + Content Portent Webinar The 30 Minute SEO Audit
- 15. Technical + Content + Offsite Portent Webinar The 30 Minute SEO Audit
- 16. Technical Review Portent Webinar The 30 Minute SEO Audit
- 17. Portent Webinar The 30 Minute SEO Audit What is Technical SEO?
- 18. Portent Webinar The 30 Minute SEO Audit What is Technical SEO? Making sure that NOTHING on your site blocks search engines
- 19. Portent Webinar The 30 Minute SEO Audit What is Technical SEO? Don’t CONFUSE the search engines
- 20. Crawl the site z
- 21. Export it to Excel z
- 22. Look at the HTTP Status codes
- 23. Portent Webinar The 30 Minute SEO Audit HTTP Status codes 200 Everything’s Good
- 24. Portent Webinar The 30 Minute SEO Audit HTTP Status codes 301 Permanent Redirect
- 25. Portent Webinar The 30 Minute SEO Audit HTTP Status codes 302 Temporary Redirect • Not Good • Usually the default redirect • Change to 301 Redirect
- 26. Portent Webinar The 30 Minute SEO Audit HTTP Status codes 404 Page Not Found • Usually Not Good • Redirect to the new version • Fix any links to these pages
- 27. Portent Webinar The 30 Minute SEO Audit HTTP Status codes 500 Internal Server Error • Not Good • Alert Programmers
- 28. Look at the Meta Rz obots field
- 29. Portent Webinar The 30 Minute SEO Audit Meta Robots Tag <meta name=“robots” content=“noindex”> noindex Disallow search engines from showing this page in results • Don’t use unless there is a good reason
- 30. Portent Webinar The 30 Minute SEO Audit Meta Robots Tag <meta name=“robots” content=“noindex,nofollow”> nofollow Don’t follow any of the links on the page • Don’t use unless there is a good reason
- 31. Portent Webinar The 30 Minute SEO Audit Meta Robots Tag <meta name=“robots” content=“noodp,noydir”> noodp noydir Don’t use description from DMOZ or Yahoo! directory • Not needed in most instances
- 32. Look at the Robotzs .txt file
- 33. Portent Webinar The 30 Minute SEO Audit Robots.txt File Disallow: /cgi-bin/ Disallow Disallow search engines from showing this page in results • Pop-up Pages • Cart • Checkout • PPC Landing Pages
- 34. Portent Webinar The 30 Minute SEO Audit Robots.txt File Don’t Block: • CSS • JavaScript • Images Disallow: /css/ Disallow: /js/ Disallow: /img/
- 35. Portent Webinar The 30 Minute SEO Audit Google renders your page
- 36. Portent Webinar The 30 Minute SEO Audit Beware Panda Penalty
- 37. Look for Canonicaz l Issues (Duplicate Content)
- 38. First, look for dupzl icate title tags
- 39. Then, check for diz fferent URLs
- 40. Duplicate Content http://www.rei.com/ http://www.rei.com/index.html http://www.rei.com/default.aspx http://www.rei.com/home Same content, diffez rent URLs
- 41. Duplicate Content • Remove the pages How do you fix thisz ?
- 42. Duplicate Content • Remove the pages • Block the pages How do you fix thisz ?
- 43. Duplicate Content • Remove the pages • Block the pages • Suggest a default page How do you fix thisz ?
- 44. Duplicate Content • Remove the pages • Block the pages • Suggest a default page <link rel="canonical" href="http://www.rei.com/" /> How do you fix thisz ?
- 45. Portent Webinar The 30 Minute SEO Audit Heading Hierarchy H1 – There can be only one H2 – Multiple, Related to H1 H3 – Multiple, Related to H2
- 46. Portent Webinar The 30 Minute SEO Audit Headings Example <h1>Cars</h1> <h2>American Cars</h2> <h3>Ford</h3> <h3>Chevrolet</h3> <h2>Japanese Cars</h2> <h3>Toyota</h3> <h3>Honda</h3>
- 47. Portent Webinar The 30 Minute SEO Audit Look for Different Subdomains Site:portent.com
- 48. Portent Webinar The 30 Minute SEO Audit Look for Different Subdomains Site:portent.com
- 49. Content Review Portent Webinar The 30 Minute SEO Audit
- 50. Crawl the Site Look at: • Title Tags • Meta Descriptions • Headings Portent Webinar The 30 Minute SEO Audit
- 51. Crawl the Site Are there any: • Duplicates • Missing Fields • Using the same keywords Portent Webinar The 30 Minute SEO Audit
- 52. Look at the top 3 pages Portent Webinar The 30 Minute SEO Audit
- 53. Title Tag: Bike Repairs, Bike Maintenance, Tune-Ups, Overhauls, Bike Shop Services at REI. Look at the Title Tz ag
- 54. Title Tag: Bike Repairs, Bike Maintenance, Tune-Ups, Overhauls, Bike Shop Services at REI. Meta Description: Get bike tune-ups, repairs and fitting services at REI bike shops. From maintenance to major overhauls, our seasoned bike techs do it all. Look at the Meta Dz escription
- 55. Title Tag: Bike Repairs, Bike Maintenance, Tune-Ups, Overhauls, Bike Shop Services at REI. Meta Description: Get bike tune-ups, repairs and fitting services at REI bike shops. From maintenance to major overhauls, our seasoned bike techs do it all. Look at the page cz ontent
- 56. Title Tag: Bike Repairs, Bike Maintenance, Tune-Ups, Overhauls, Bike Shop Services at REI. Meta Description: Get bike tune-ups, repairs and fitting services at REI bike shops. From maintenance to major overhauls, our seasoned bike techs do it all. Is the messaging consistent?
- 57. Title Tag: Bike Repairs, Bike Maintenance, Tune-Ups, Overhauls, Bike Shop Services at REI. Meta Description: Get bike tune-ups, repairs and fitting services at REI bike shops. From maintenance to major overhauls, our seasoned bike techs do it all. Are the keywords consistent?
- 58. Portent Webinar The 30 Minute SEO Audit UX Review • Clear headings • Easy to read • Clear user pathways
- 59. Offsite Review Portent Webinar The 30 Minute SEO Audit
- 60. Compare your authoz rity to competitors
- 61. Portent Webinar The 30 Minute SEO Audit You don’t have to beat everyone online, just your competitors
- 62. Review your backzl ink history
- 63. Look for: sharp increases in backlinks Review your backzl ink history
- 64. Check for Manual Penalties Portent Webinar The 30 Minute SEO Audit If you have Google Webmaster Tools:
- 65. Portent Webinar The 30 Minute SEO Audit Review Social Media Accounts
- 66. Portent Webinar The 30 Minute SEO Audit Review Social Media Accounts Is the profile completely filled out?
- 67. Portent Webinar The 30 Minute SEO Audit Review Social Media Accounts Is the profile completely filled out? Are they actively posting?
- 68. That’s All Prioritize your findings Portent Webinar The 30 Minute SEO Audit
- 69. Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.576.3740 Prepared by Ken Colborn Technical SEO Strategist @kejaco bit.ly/precor-local YOU. Portent Webinar The 30 Minute SEO Audit
- 70. Portent Webinar The 30 Minute SEO Audit Q&A Prepared by Ken Colborn Technical SEO Strategist @kejaco bit.ly/precor-local
Notes de l'éditeur
- These are my geek credentials
- I have a few caveats of what this presentation will and will not do for you.
- No learning by osmosis here,
- There is too much to dive into in a webinar. Each site is unique and you will have to do a lot of additional research.
- Even though this will help you figure out what is going on with your website, it cannot replace the years of experience.
- You really have to take this question back to what is SEO. SEO is the combination of three main areas
- You really have to take this question back to what is SEO. SEO is the combination of three main areas
- First you have the technical aspect of the site. This includes the coding, the servers, the load time, and many other geeky things.
- Then there is the content. This is where your marketing skills come in. This is more than just keywords, but it is giving your audience something they want, something they will read, and then have them take a desired action.
- Then there is offsite. This is where your site gains authority from other places in the webs. I have heard that link building is dead, yet it still roams the streets very much alive. Nowadays you must be smarter about building quality links naturally and not farm them out to the lowest bidder and bring in thousands of links overnight.
- First, we will start off with the technical review.
- Time to get your geek on and dig into the code.
- If you have great content and great authority, but something is blocking the search engines, then you have major problems.
- You also want to make sure that once the search engines are able to crawl the site that they will understand the content that it finds. Just like dating, you don’t want to send mixed signals.
- You really want to think like a search engine and the best way to gather site data is by crawling the site, just like they do. Also, this will save you tons of time since you don’t have to go through the site page by page. I like to use Screaming Frog, but there are other crawlers out there as well.
- The HTTP Status code is a bit of code sent from your site’s server whenever someone loads the page. It tells the basic status of the page and search engines use this information to figure out what to do with your pages.
- This is what you want to see.
- These are also good, it’s the SEO friendly way to redirect since it will pass any authority that the page has onto the target page.
- The 302 redirect is the evil twin of the 301 redirect. This tells the search engines that the page isn’t here but tells it to hold off on updating the index because the page will be back. Because of this, authority is not passed to the target page. Most of the time you will want to change this to a 301 redirect unless your redirect is truly temporary.
- There are other codes, but those are the main ones.
- This is an HTML tag found within the head tags of your web page that gives directions to the search engine when they get to this page.
- These are old and not needed much, but they are still seen in the wild.
- This page tell search engines where not to look on your site. This is much like the meta robots tag, but all the instructions are put in one place.
- Just don’t disallow everything. You will loose all visibility on search engines quickly.
- Now google looks at the entire page, not just the code. So make sure Google can see everything otherwise….
- Google’s panda penalty can come into affect if they can’t access the CSS, JavaScript and Image files.
- Duplicate content is something a lot of people are worried about. If you have multiple pages with different URLs you want to make sure Google is using the correct page.
- You need to look at these pages in a browser to see if the content is the same. Note: I made up these some of these URLs
- Headings are like the headlines on a newspaper or magazine. They tell the reader what the main topic of the page is. The subheadings tell what that particular section is about. They make it easier for the user to scan the page and see if it is what they are looking for.
- Look for multiple H1s Headings are also misused by designers frequently as style elements. They should be used in the main content of the page. They should never be used in global elements like the header, footer or side menus.
- Are you using the correct keywords? Denim vs Blue Jeans Automobile vs Car Do keyword research to find the words you want to target…but use them naturally.
- If you find anything abnormal, suggest a full backlink profile review. Also, it is a good practice nowadays to review your backlink profile every 6 months or so to stay away from penalties.
- Add a link to your site
- It does no good to have followers but not to give them updates