An SEO site audit lays the groundwork for everything an SEO does to ensure maximum search visibility. This SMX East session covers the most important auditing tactics and best practices to ensure your SEO efforts are having the maximum impact on a site's performance. SEO Site Audit SpeakersModerator: Alex Bennert, SEO consultant, freelance (@alexbennert) Speakers: Jessie Stricchiola, Founder, Alchemist Media (@itstricchi) Benj Arriola, SEO Technical Director, The Control Group (@benjarriola) Bill Hartzer, Senior SEO Strategist, Globe Runner (@bhartzer) Jessie Stricchiola: The SEO Audit How many here represent you as an individual consultant or as an agency? How many are in-house? (There is an equal split.) Objective: Why audit No two audits, sites or companies are the same. You can audit for any of these situations, and all of these different audits have different requirements and purposes: New site/startup:
Doing things for SEO from the start will save you time, money and development. First audit: no prior referencing. Site redesign/CMS migration: changes to page templates, how crawlers Domain/subdomain migration: does not damage current exposure. Diagnose traffic drops/penalties: what caused this type of audit? Often something technical on the site. Site verification audit: A pre-SEO before and can be caused by thinking you've done as much SEO as possible and want to know what else to pull off the fruit or whatever. Discovery: Customer Admission This discovery sets the stage for the context and narrative that underlies the audit objective. Why did they decide to pursue an SEO audit? Who was the driving force behind the decision? What are the main SEO concerns? What is the site's short and long term strategy? Ask the 工作职能邮件数据库 client to list specific SEO questions upfront. You'll learn what a team knows or doesn't know about SEO based on the questions.
What are their specific goals and expectations? The more inquiries you make early on, the more likely you are to avoid any disputes. Discovery: Culture and history of SEO Startup or established business? Who will be the point of contact and what is their skill level? Development and engineering – internal, external or both? Previous agency relationships? Why did they end? Ask for historical SEO documentation. Identify internal SEO “owners” and resources. Discovery: Context of the site As much information as you can get will be helpful. It usually goes back about two years to the site. Find out about: Subdomains, mobile site, international presence Past SEO efforts (list and describe) Major changes to the site (redesigns, HTTPS implementation, etc.) Discovery: page types/goals Ask for the goals of the different types of pages/templates: Broad Topic Landing Pages Subtopic Talk Pages User account pages Product Pages Paging Pages Discovery: Performance Metrics Understand the value of exposing content. To look at: Rebound rate Seen pages Goals tracked, conversions Discovery: topics and audience
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