why an seo audit is essential to your marketing strategy
Post on 23-Jan-2015
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Why an SEO Audit is Essential to Your
Marketing Strategy
Kristi HoyleHead of Education
@KristiHoyle#4PsEDGE
What is an audit?
Planned and documented activity
Performed by qualified personnel
To determine by investigation, examination, or evaluation of evidence
The adequacy and compliance with established procedures, or applicable documents
And the effectiveness of implementation.
What is an SEO audit?
Investigation into known ranking factors
Top line analysis of contributing factors
Health check
Maximise SEO activities
Uncover performance barriers > opportunities
Why do an SEO audit?
Build the foundations of your overall strategy
How does an SEO audit fit in amongst my other strategies and objectives?
Business Objectives
Online Strategy
SEO Strategy
Offsite Strategy
Social Media Strategy
Content Strategy
SEO Audit
Components of an SEO Audit
Audit Template
Managing audit recommendations
The life cycle of an audit
Research
Investigate
SEO Audit
Implementation
Analyse
Homepage & key landing pages
Homepage and Key Landing Pages
Website Navigation
First impressions
Title Tags
URL Redirects
Canonical Tags
Internal Links: Quality, Quantity, Anchor Text
External Links: Anchor txt, Linking Root Domains
Content: Length, Quality, Purpose, Indexable & Accessible
URL Optimisation: Short, Relevant & Memorable
Duplicate Content
Running a mini audit
Tip: Make use of the RSS feeds available to deliver news directly to your inbox
Useful research locations
Useful tools
Google Analytics
Google Webmaster Tools
Bing Webmaster Tools
Xenu Link Sleuth/Screaming Frog
SEO Spider
Ahrefs
Raven Tools SEO
Open site Explorer
Wc3 Validator
Moz Tools
Yslow.org
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