seo audit tools, tips and tricks - smx west 2016

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#SMX #21A @BenjArriola Benj Arriola Technical SEO Director - The Control Group SEO AUDIT TOOLS, TIPS & TRICKS

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Page 1: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriolaBenj Arriola Technical SEO Director - The Control Group

SEO AUDITTOOLS, TIPS & TRICKS

Page 2: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Benj Arriola

Technical SEO DirectorThe Control Group

Page 3: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

SEO Breakdown

SEOOn-Page

Server Settings& Code

Web Designers, Web Developers,

Network Administrators

Content Writers

Off-Page LinksBuzz Makers,

Viral Marketers,

Content Promotion

SEO Diagnostics

Content Marketing

Foundational

Continuous

Content Marketing

SEO Diagnosti

cs

Page 4: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

SEO Diagnostics

Content Marketing

Foundational

Continuous

SEOOn-Page

Server Settings& Code

Web Designers, Web Developers,

Network Administrators

Content Writers

Off-Page LinksBuzz Makers,

Viral Marketers,

Content Promotion

Content Marketing

SEO Diagnosti

cs

Objective• Crawlable, Indexable• Information

Architecture• Optimized HTML

code• JS Frameworks• Page Speed• Mobile Optimization

SEO BreakdownTechnical SEO Diagnostic

Page 5: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Xenu Link Sleuth

• Free• Uses local memory• Can export tab

delimited files• Very large sites can

be challenging• Scripting tools help

• Inexpensive• SaaS, runs in the

cloud• Not OS dependent• Not memory

dependent• Can run with your

computer off.• Tracks more SEO

factors.

Crawling Tools

• Inexpensive• Uses local memory• PC & Mac• Many other SEO

factors checked, existence of duplicate titles, audit of heading tags, etc.

Page 6: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Crawling Tools DataSEO Issue Crawler Data What Crawling Tools

Can DoBroken Links Missing pages Identify all links leading

to missing pagesBad HTTP Status Headers

HTTP Headers List all 4xx, 5xx, non-301 redirects

No XML Sitemap Full URL List Generate XML Sitemaps

Blocked URLs Robots.txt or Noindex Meta Tag

List all pages block

AJAX Usage HTML code crawl Identify all pages using AJAX

OpenGraph Tags HTML code crawl Identify all pages with missing OpenGraph Tags

Thin Content Word Count Identify pages with thin content

Duplicate Content URL list, Titles and Meta Descriptions

Identify duplicate titles and meta descriptions. List down URL patterns that may contain duplicate content.

SEO Issue Crawler Data What Crawling Tools Can Do

Broken Links Missing pages Identify all links leading to missing pages

Bad HTTP Status Headers

HTTP Headers List all 4xx, 5xx, non-301 redirects

No XML Sitemap Full URL List Generate XML Sitemaps

Blocked URLs Robots.txt or Noindex Meta Tag

List all pages block

AJAX Usage HTML code crawl Identify all pages using AJAX

OpenGraph Tags HTML code crawl Identify all pages with missing OpenGraph Tags

Thin Content Word Count Identify pages with thin content

Duplicate Content URL list, Titles and Meta Descriptions

Identify duplicate titles and meta descriptions. List down URL patterns that may contain duplicate content.

Duplicate Content• www/no-www

example.com & www.example.com• Trailing slash

example.com & example.com/• Folder index/default page

/index.html, /default.htm, /index.php• Empty/Default/Zero Variables

?x=&y=1, ?x=0&y=1, ?y=1• Dynamic Parameter Order

?x=1&y=1, ?y=1&x=1• Tracking IDs/Session ID’s

?utm_source=social, ?sid=ncKFUECak• Page 1 Pagination

/products/, /products/page1• Print Version

/faqs/, /faqs/print, /faqs/?print=1• Faceted Navigation

/shoes/men/running/nike, /shoes/running/men/

• Infinite Loop/Recursive Folders/new/prod-x/, /new/new/prod-x/, /new/new/new/prod-x/

• Mobile Sitemobile.example.com, /m, /mobile, /mobi

• Secure & Non-Securehttp://example.com & https://example.com

Page 7: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Information Architecture Tools

All indexed subdomains

Topic Hierarchy

Taxonomy / Folksonomy

…and a gazillion more out there…

Page 8: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Site Architecture & SEO

Helps in the planning of the generation of XML sitemaps

Should be in a similar structure as the breadcrumb navigation

Reflects a similar topic hierarchy

• Topic Hierarchy

• Taxonomy• Folksonomy• Keyword

Research• Categorizati

on• Grouping by

Tags

Analyzing the existing site architecture may lead to many other things

Site Architectu

reTopic

Buckets

Breadcrumb

Navigation

URL Structure

XML Sitemap

Page 9: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page SpeedContent

Marketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial

Linkable Assets

Passes Link Juice

Improves

RankingPasses Domain

Authority It is important to have everything under the same domain to maximize domain authority.

Site Architecture & SEO

Page 10: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Diagnostics- Crawlable- Indexable- Visible- Keywords- Taxonomies- Microformats- Page SpeedContent

Marketing- Informative- Valuable- Interesting- Resource- Intriguing- Inspiring- Up-To-Date- Useful- Funny- Controversial

Linkable Assets

Passes Link Juice

Improves

RankingPasses Domain

Authority It is important to have everything under the same domain to maximize domain authority.

Site Architecture & SEO

Targets related keywords Branded

Search

Targets more specific long tails

Targets more general fat heads

Page 11: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

HTML, JS, CSS, etc.• Woorank• Website Grader• SEO Site checkup• Iwebchk

• W3C HTML Validator• HTML Validator Firefox Plugin

Code Audit Tools

• Code auditing tools are not 100% perfect and may not be 100% in-line with your SEO beliefs.

• Can automate some task making it easier to check some SEO issues.

• Having valid HTML markup is a good practice but does not necessarily give a significant boost in rankings.

Page 12: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Schema / Microformats

• Just because microformats do not exist does not mean it is loosing a lot in search engine ranking.

• Microformats help out more in SERP appearance, help triggering rich snippets, and knowledge graphs.• Rich snippets descriptions & knowledge graphs may or

may not be helping you gain website traffic.• Microformats though not a strong ranking factor, if it

helps improve clickthrough rates, then the CTR can help improve ranking.

Page 13: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

• Disable JS & CSS• Web Developer Toolbar

• Headless Browsers*• Phantom JS• Selenium

• Prerender*• Prerender.io

JS Frameworks Using Heavy AJAXExamples of JS

Frameworks that can cause lots of SEO issues.

Page 14: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Page Speed

YSlow

• Task Runners*• Grunt • Gulp

• Task Runner Automate:• Code

Minifying/Uglyfying• JS and CSS file

Consolidation• Image Quality /

Resolution Optimization

• Shortening Variables

• Removing Unnecessary Comments

Page 15: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Mobile Optimization

• Mobile Phone Emulator

• Browser Resizer

• Google Pagespeed Insights

• Google Mobile Friendly Test

Page 16: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Objective• Readability• Duplicate Content• Thin Content• Panda• Competitor

Content

SEO Content Audit

Page 17: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

ReadabilityReadability Scores:• Flesch-Kincaid, Gunning-Fog, Coleman-

Liau, SMOG Index, Automated Readability Index

• These tools automatically compute the readability scores of a webpage.

• Opinions vary on the results of test if they are effective measures of appropriate school grade levels of comprehension.

Page 18: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Internal Duplicate Content

Duplicate Content

External Duplicate Content

Page 19: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Thin Content

Roughly estimate if pages have this content by determining the word count on all pages.

Page 20: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Panda Update

Overlay dates of Google updates on your Google Analytics Timeline

Page 21: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Competitor Content

Add together keywords of your competitors and subtract keywords that already exist on your site to find new keyword opportunities.

Page 22: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Audience Insights

Not just a plain social listening tool counting mentions. Find more on net sentiment, passion intensity, trending term associations, brand reputation, conversation drivers (people, sites and location), popular content and more!

Page 23: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Objective• Link Quantity• Link Quality• Bad Links• Penguin

Backlink Profile Analysis

Page 24: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Backlink Data Sources

The SearchEngines

The Crawlers

The toolsthat connect to thetools above

and a lot more…

Page 25: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Quality vs. Quantity

Quantity Quality

Page 26: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Quality vs. Quantity

Quantity Quality Quantity

Google Webmaster Tools

Bing Webmaster Tools Majestic Moz OpenSiteExplorer aHrefs Sistrix Link Research Tools CognitiveSEO SEMRush

Cemper Power*Trust

Quality (Power) Google PageRank # of Backlinks of the

Backlink Total Backlinks of the

Domain Keyword Focused Majestic Citation Flow Follow or No Follow Hosting Country Site Wide vs. Single

Page Cemper PowerTM

Quality (Authority & Trust)

TrustRank Google Indexed Moz Page Authority Moz Domain Authority IP Diversity Anchor Text Diversity Majestic Trust Flow Deep Linking Domain Age Domain Name Extensions

.gov/.edu/.org ccTLD

Cemper TrustTM

Page 27: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

• Moz Tool BarDomain Authority

• Link Research Tools Power*Trust

• Open SEO Stats

Browser Plugins for Score of Authority, Trust & Credibility

Page 28: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Bad Links / Toxic Links

Unnatural Link Detection

Page 29: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Enterprise SEO Platforms

Page 30: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Enterprise SEO PlatformsIn alphabetical order…

Enterprise SEO Platforms They are not just reporting tools, they are analysis tools to help make better SEO

decisions. Data from multiple sources are not just displayed together, but also correlated to each

other. Saves tons of man hours in producing reports from pulling data manually from various

sources and putting them together using spreadsheets like MS Excel, Google Spreadsheets, etc.

Spend more time analyzing and optimizing than generating report views.

Page 31: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriola

Technical SEO Diagnostic

Summary

SEO Content

Audit

Backlink Profile Analysis

Enterprise SEO Platform

YSlow

Links to all tools will be available on: http://engineering.thecontrolgroup.com

Page 32: SEO Audit Tools, Tips and Tricks - SMX West 2016

#SMX #21A @BenjArriolaSEE YOU AT THE NEXT #SMX

THANK YOU!