The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009
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Transcript of The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009
The Art & Science of Site AuditsThe Art & Science of Site Audits
Adam AudetteSEO with Many Hats
The Art & Science of Site AuditsThe Art & Science of Site Audits
Adam AudetteSEO with Many Hats
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• Site audits are extremely intensive
• Rely on experience
• Problem solving is crucial
• Basics can easily be taught
• Takes time to learn deeply
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I’m the SEO with many hatsI’m the SEO with many hats
(and they’re all white)
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Brief BackgroundBrief Background
• 2nd generation search marketer
• John Audette, Outrider
• President at AudetteMedia, Inc
• Search Marketing Boutique
• Oversee SEO at Zappos
• With Zappos since 2001
• Lead SEO Strategy for international agency
• Key partnership with AudetteMedia
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Part Art...Part Art...
• Follow your nose
• Use your experience
• Requires diligence
• Requires trust
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Part Science...Part Science...
• Use tools to diagnose
• Undergo calculated investigation
• Check for set factors
• Document carefully
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On-page
• Domains
• Sections & Categories
• Pages
• Media
A Framework for SEO AuditsA Framework for SEO Audits
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Off-page
• Backlinks (quantity, quality)
• Social Media Signals
• Cache Date(s), Indexed Pages
• Toolbar PageRank
A Framework for SEO AuditsA Framework for SEO Audits
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The Big 4 FactorsThe Big 4 Factors
• URLs
• Site Architecture & Navigation
• Product-level Pages
• Site Latency
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What about Deliverables?What about Deliverables?
• Summarize
• Keep it Prioritized
• Keep it Actionable
• Build in Follow-up
• Sizzle Matters
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SIZZLE!SIZZLE!
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Documenting IssuesDocumenting Issues
• Problem
• Impact
• Recommended Solution(s)
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Some Cool ToolsSome Cool Tools
• Google Searches
• site: + inurl: / intitle:
• Lynx / SEO-browser.com
• Charles / ySlow
• Various Toolbars
• WAVE
• Web Developer
• SEO Book
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More Cool ToolsMore Cool Tools
• Linkscape
• SEMRush
• wget
• Log Analysis
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http://www.audettemedia.com/blog/seo-diagnostics-tool
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http://www.audettemedia.com/blog/seo-guide-information-architecture
SEO for Information ArchitectureSEO for Information Architecture
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Thank you!Thank you!
Adam Audette@audette
www.audettemedia.com
Thank you!Thank you!
Adam Audette@audette
www.audettemedia.com