In 18 years, Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched over 300 websites, and has managed over a thousand marketing campaigns. bernard@seoreseller.co m / bernardsanjuaniii
TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116
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Meet The Expert
In the previous webinar, we walked you through the six core metrics of SEO and the best practices for effective optimization. ● Significance of the 6 core metrics in today’s SEO ● Importance of having search engine metrics in groups ● SEOReseller’s 6 core metric groups (Authority, On-Page, Off-Page, Behavior, Quality and Trust) ● SEO best practices to leverage each metric TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116
SEO Site Audit Training: Close Your Next SEO http://bit.ly/partner-bootcamp-webi Client with bit.ly/getsked nars
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What Happened During the Previous Webinar
What's the best way to maximize conversion? Our Integrated Search and Social Retargeting Solutions maximizes conversion of highintent visitors from your website and social media pages.
 What’s Next: Discussion Overview
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Upcoming Product
Discussion Overview In this webinar, we’ll talk about how to effectively use each part of your SEO Site Audit to win new clients, recommend the right solutions, and begin a successful SEO campaign.
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Objective: To be able to go through an SEO Site Audit with an existing or potential client, and explain the important findings in terms they can understand. Pro Tip: Do NOT maven your way through an SEO Site Audit meeting. 5 Major Components of a Site Audit ● ● ● ● ●
Keyword Selection Accessibility and Indexability On-Page Off-Page Penalties and Warnings
Q&A Session What’s Next: What is a Site Audit?
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What is a Site Audit?
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● Process of identifying elements that keep a website from ranking. Site Audits are performed… 1. Before a campaign 2. Upon intake 3. At the 5th month of an SEO campaign to assess its performance, and spot other opportunities 4. Upon client request What’s Next: Purpose of a Site Audit
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Purpose of a Site Audit? In SEO, all problems are opportunities.
Purpose of a Site Audit:
What’s Next: Keyword Selection
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● Spot opportunities and recommend the right solutions ● Find out: is this a battle you can win? ● Gives you ability to establish expertise and set client expectations
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
Keyword Selection
What’s Next: Keyword Selection
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Keyword Selection What is Keyword Selection? •Determines which keywords the campaign will set as a goal •The yardstick the campaign will be measured against bit.ly/getsk
Keyword Research and Selection are two different art forms. •Keyword Research - A task SEO’s can easily handle on their own •Keyword Selection - A collaboration between Project Managers, SEO Analysts, and Clients o SEO’s will want to choose the keywords they can rank for o Clients will want keywords that correspond to tactical or strategic goals What’s Next: Keyword o Selection Both see eye-to-eye on strategic bit.ly/getsked keywords
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Keyword Selection What You Need To Know
Keyword Selection: •Understand the client’s business, the services they offer, and the queries their customers use on search to look for those services •Set expectations with clients in case they want keywords that can’t be won. This is also why our packages have built-in Keyword and Search Volume What’s Next: bit.ly/getsked Keyword Limits – Organic Keyword LimitsSEO - soPackages you can pick the battles you can win.
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Keyword Research: ● Google Webmaster Tools - Content Keywords tab ● AdWords Keyword Planner - Keyword Ideas function ○ Take it with a grain of salt. Remember, it’s an AdWords tool, and meant to entice you to bid on more keywords.
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No. of Keywords
No. of Keyword Groups
Monthly Search Volume
Organic Silver
10
2
4,000 (2,000/Keyword Group)
Organic Gold
20
4
8,000 (2,000/Keyword Group)
Organic Platinum
30
6
12,000 (2,000/Keyword Group)
Organic Platinum Plus
40
8
16,000 (2,000/Keyword Group)
What’s Next: Accessibility and Indexability
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Keyword Limits – Organic SEO Packages
Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
What’s Next: Accessibility and Indexability
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Accessibility and Indexability
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Accessibility and Indexability
What You Need to Know
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● Checks whether the website and target pages are crawled and indexed by Search Engines. ● When you conduct a search, you’re not actually searching the web. You’re searching that Engine’s index of the web. If the Search Engine doesn’t have either a documented or rendered copy of your site, any SEO activity is useless.
What’s Next: Accessibility and Indexability
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Accessibility and Indexability How to Spot Site Indexing Issues or Ranking Opportunities
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1. Site Search • Indicates number of pages of your client’s website indexed by Google • site:www.example.com 2. Site search + keyword •. Used to find potential target pages on your client’s website that can rank for that keyword •. site:www.example.com example keyword 3. Crawl Errors •. Do any of the target pages return a 404 Error? •. Check with Google Webmaster Tools if a page reflects against several keywords, not just one. What’s Next: Accessibility and Indexability
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Accessibility and Indexability How to Spot Site Indexing Issues or Ranking Opportunities 4. XML Sitemap • Lists all publicly accessible web pages bit.ly/getsk
5. Robots.txt • The Robots Exclusion Protocol provides instructions to Search Engine web crawlers whether to index a site or not. 6. Orphan Pages • Pages that can’t be followed from other pages in your client’s website won’t be indexed by search crawlers, unless they are linked externally. Typically put up for PPC campaigns. What’s Next: On-Page
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
On-Page
What’s Next: On-Page Elements
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On-Page Elements 2 Kinds of On-Page Elements: 1. Content ● Text ● Images 2. Meta-Content Content is the single most powerful ranking factor there is. ● SEO study to find the optimum number of keywords needed to be on a page in order for it to rank. ● 100 non-commercial keywords. ● Findings: Google ranks content with 1600 words or more for informational terms. What’s Next: Meta Content
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Proper Keyword Targeting The keyword must be present on the page to rank for that keyword. Example: website selling music instruments that wants to rank for Gibson electric guitars.
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What You Need to Know:
Meta Content What You Need to Know
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Meta Content: ● Title Tags ● Meta Description ● Meta Keywords ● Alt Tags Headers ● Because of Latent Dirichlet Allocation (LDA), content is more powerful when it’s to the top and to the left. ● This is where Headers are typically found. What’s Next: Meta Content
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Meta Content
Site Architecture ● Proper SEO siloing, especially for most important ranking pages. (e.g. page that wants to rank for a keyword should be supported by pages with contextually related terms) What’s Next:
bit.ly/getsked Common On-Page SEO Problems to Watch Out For
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What You Need to Know Links (External and Internal) ● External links - links outside the client’s website. ● Client’s website must try to consolidate as much authority on your page by minimizing outbound links. ● Internal links - links to other pages on the client’s website. ● Vouch for a page that you want to rank for a keyword.
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Common On-Page SEO Problems to Watch Out For
● Why does Google penalize duplicate content? ● Google Rule #3: Build for the User Example: Generic Websites with the same content sold to businesses in the same industry. Source: MarketingCharts.com | Data Source: SEMrush
What’s Next: Algorithmic Compatibility vs. Marketing Voice
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Most Common Culprit: Duplicate Content
Algorithmic Compatibility vs. Marketing Voice
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Algorithmic Compatibility vs. Marketing Voice
What’s Next: Off-Page
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
Off-Page
What’s Next: Off-Page Elements
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Off-Page Elements
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Backlinks ● Other pages that link back to your client’s website (“backlinks”) ● Establishes the digital footprint of your client’s website. ● Experienced SEO’s know how to spot the non-value adding links ● Google Webmaster Tools, under Search Traffic and Google Search Console Anchor Text Distribution- The text that contains a link to your client’s site or page. The more varied and relevant the anchor text in links are to the site or page, the better.
What’s Next: Off-Page Elements
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Off-Page Elements What to Watch Out For
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1. Is the branding term the dominant link back to the site? • When a generic or money keyword ranks above the brand, the digital footprint is typically contrived. This is a red flag to Google. 2. Bad Links - Links from low-quality websites negatively affect your client’s site. (What good SEO was 10 years ago) 3. Link Velocity - Rate at which your client’s Pro Tip: website backlinks. Triggers Don’t bashbuilds the link-building activitiesanofinvestigation the previous from Search provider. FocusEngines. the conversation on the present, and how to move forward. What’s Next: Penalties and Warnings
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Feel free to send your questions to us via chat and our panelist will answer them during the Q&A portion.
Penalties and Warnings
What’s Next: Penalties
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Penalties When the website has been hit with a penalty, you CANNOT proceed with optimization until it has been addressed.
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● Search Engines already have a trust issue with the client’s website. ● Address trust issue with Search Engine first before any SEO activity can have a positive impact. Two ways we detect penalties: 1. With Google Search Console 2. Without Google Search Console Access: Algaroo and FE International Penalty Indicator
What’s Next: Panda – Site-Wide Match - Unnatural Links
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Panda Penguin Algorithm update that Only algorithm update to penalizes the website penalize websites for past based on its present activity state SEO Site Audit Training: Close Your Next SEO Client with
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Panda – Site-Wide Match - Unnatural Links
What’s Next: Panda – Site-Wide Match - Thin Content
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Panda – Site-Wide Match - Thin Content
What’s Next: Panda - Duplicate Content
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Panda - Duplicate Content
What’s Next: Panda – Site-Wide Match - Pure Spam
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Panda – Site-Wide Match - Pure Spam
What’s Next: Penguin - Partial Matches - Unnatural Links
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Penguin - Partial Matches - Unnatural Links
What’s Next: Penguin Penalty
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Penguin Penalty
What’s Next: Link Clean-Up
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Link Clean-Up Presence of penalties and warnings = additional investment in Link Cleanup
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Challenge: Convince clients to invest.
• No way around this conversation. Either they will invest with your agency, or they will invest with someone else. • Why invest at all? Because SEO is free traffic!
What’s Next: Synthesis
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Synthesis SEO Site Audit - Process of identifying elements that keep a website from ranking. Use it to spot opportunities, recommend the right solutions, and set client expectations
Accessibility and Indexability - Check whether the website and target pages are crawled and indexed by Search Engines. On-Page - Content is King. The keyword must be present on the page to rank for that keyword. Off-Page - Watch out for low anchor text distribution, bad links, and unnatural link velocity. Penalties and Warnings - address trust issues with Search Engines first before proceeding to SEO activity What’s Next: For Our Partners
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Keyword Selection - Understand client’s business, set proper expectations by agreeing on keywords that the website can feasibly rank for.
For Our Partners
(Downloadable PDF Training Guide) http://bit.ly/site-audit-guide
What’s Next: Q&A Session
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SEO Site Audit
Q&A Session
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Schedule a Call bit.ly/getsked Feel free to call us at any time for questions. TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116 US (415) 625-9700 info@seoreseller.com
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