Download - Tools for SEO Onsite Audits
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Tools For On Site AuditsDon’t Leave Home Without Em!
Mark GinsbergJWP
July 10, 2012
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In Browser◦ Browser Extensions
Chrome Sniffer, Mozbar, etc.◦ SaaS Tools
SEOMoz campaign tools, and lots more
Standalone Applications◦ Screaming Frog SEO Spider◦ Xenu Link Sleuth◦ IIS Crawler
Types of Tools
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Chrome Sniffer - http://bit.ly/NgrMlx ◦ Quickly find out what CMS the site is using, like wordpress,
drupal, magento, prestashop, etc.
◦ Are they using Google Analytics or another analytics tool?
◦ Which social plugins do they use?
Canonical- http://bit.ly/MMPgAY ◦ Shows if page has a canonical tag different from the page you
are currently visiting
Chrome Extensions I use ALL THE TIME
Click on the icon for more info about the page
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SEO Site Tools - http://bit.ly/MMMLyH ◦ Lots of Info about your Site and your page◦ What type of server are you running?◦ External link data – PR, data from open APIs – SEOmoz, Alexa, SEMRush,
indexed pages, lots more
Chrome Extensions I use ALL THE TIME
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Mozbar - http://bit.ly/LyWhWi ◦ Nice clean interface◦ On page data◦ Backlinking data◦ HTTP status codes, canonical tags, and much more
Chrome Extensions I use ALL THE TIME
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User Agent Switcher- http://bit.ly/OJTJUb ◦ Allows you to change your browser’s user agent
◦ View a webpage as Google does
◦ Use this for checking if website is cloaking
Firefox Extensions I Use for Audits
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Quirk Search Status- http://bit.ly/LyYZuZ
◦ Lots of SEO information – like Chrome plugins previously mentioned
◦ Show other domains on IP – shortcut to Bing search
◦ Highlights nofollow links – other tools do this too – I leave this on by default in Firefox and use Chrome as primary browser
Firefox Extensions I Use for Audits
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Web Developer Toolbar- http://bit.ly/Nf7DsH
◦ Disable elements to mimics search engine bots◦ Quickly disable:
Cookies Css Images JavaScript
◦ Show link information by default if checking links and are not broken
Firefox Extensions I Use for Audits
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General Site Audit - Homepage
Is the site trustworthy?
Would you buy from them?
What is the site about – does the homepage convey this?
Would you give this site your credit card?
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General Site Audit - Homepage
Is the site cloaking – showing different content to you and Googlebot
How to Check – view cache in google◦ In Chrome, just add a cache: to the URL and hit
enter
Change user agent in Firefox to Googlebot and then view the page
Compare to the live version you see in Chrome and other browsers
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General Site Audit - HomepageNormal User Sees What Googlebot Sees
www.kesherisrael.org
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General Site Audit – Homepage - Cloaking
In our example – cached version of the page doesn’t show the cloaking/hack
Google Instant preview does though
Always check with multiple resources – cache, instant, user agent switch
If detected, work with developer to clean up
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General Site Audit – Homepage – URL and Canonical Issues
Does the homepage redirect to another page?◦ What type of redirect – 301 or other?
www vs non-www- is there only one version of the page?◦ HTTP/1.1 301 Moved Permanently
http://campshutaf.org/◦ HTTP/1.1 200 OK http://www.campshutaf.org/◦ Note – wordpress sites usually pretty good with this,
other cms’s cause lots of problems
Is there a canonical tag pointing somewhere else?
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General Site Audit – Homepage – Meta Data
Title tag◦ Proper length?◦ Keyword stuffed?◦ Descriptive?◦ Incorporates brand name?
Meta-description◦ Proper length?◦ Keyword stuffed? Descriptive?
Unique?
Keywords Tag◦ Is it in usage? Is it unique?
Canonical Tag◦ Is there a canonical tag
pointing somewhere else?
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General Site Audit – Homepage – Navigation and Site Structure Is the navigation crawlable?
◦ Turn off javascript, images and CSS in Firefox with developer toolbar
◦ Can you still navigate to the main sections of the site?
URL site structure◦ Does the main navigation point to clean urls or
search engine unfriendly URLs?◦ Do the URLs contain capital letters or spaces? Does
the server force lower case letters in the URLs? Live pages - http://ishopforisrael.com/Deals/ and
http://ishopforisrael.com/deals/eSportsonline/
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General Site AuditCustom Search Commands site:www.wdcgroup.com
◦ Searches only the domain you specify – tells you how many pages indexed
◦ Shortcut to this query from tools like Searchstatus & SEO Site Tools
◦ If not many pages indexed, could be problem with navigation
cache:http://ishopforisrael.com/deals/esportsonline◦ Checks if page is stored in cache
More advanced search queries: http://bit.ly/OKcLd9
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General Site AuditRobots.txt and sitemap.xml Robots.txt
◦ Check if the site has a robots.txt – check to see what it’s blocking
◦ Use Google Webmaster tools to check their access and see if specific URLs are blocked by robots.txt
◦ Are they accidentally blocking access from all search engines? This means they’re blocking everyone:
User-agent: *Disallow: /
Sitemap◦ Does the site have one? Is it linked in the robots.txt file?◦ Does it include errors or URLs no longer live
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General Site AuditCategory Pages Content
◦ Is there enough content?◦ Is it organized, laid out nicely?◦ Interlinking◦ Crawlable by the search engines◦ Check for duplicate content – text in quotes
Meta Data◦ Title tags, meta descriptions, keywords◦ Meta robots – are these pages blocked by the search engines
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General Site AuditScreaming Frog Awesomeness Why check SEO info on one page when you
can look at the whole site, sections of it, etc?
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General Site AuditScreaming Frog Awesomeness Check crawl errors, etc. Supplement this data with Webmaster Tools
data
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General Site AuditXenu Does a lot of good
stuff as well
Not specifically an SEO tool, but does produce relevant reports
It’s Free (Screaming Frog full version is £100 a year – free version doesn’t have all features and only crawls 500 URLs)
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General Site AuditIIS Crawler
It gives a lot of data and information about the site
Is free and easy to install (if you have Windows 7) – follow the instructions here - http://mz.cm/MdaTuw
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Independent SEO Consultant
@markginsberg
www.marksginsberg.com Google+
Skype: msginsberg
Mark Ginsberg