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#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
SEO AUDITS THAT
MAXIMIZE GROWTH
#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
Raise your hand and leave it raised if you have gone
through any of these scenarios…
#seoaudits at #smxl19 by @aleyda from @orainti
You have invested weeks developing an SEO audit 

going through all optimization challenges…
#seoaudits at #smxl19 by @aleyda from @orainti
From a technical, content, link popularity perspective,
using many data sources to validate the outcome
Crawling & Indexing Content Quality Link Popularity Rankings & Traffic Audience & Competition
#seoaudits at #smxl19 by @aleyda from @orainti
Search BehaviorContent Relevance
Making sure you haven’t left anything out from your
checklists of the different areas to be validated…
* Effective crawling (linked errors, redirects, etc.)
* Canonicalization configuration
* Internal linking & navigation configuration
* Facets, filters & paginations configuration
* JavaScript reliance and rendering
* Robots.txt configuration
* XML Sitemaps usage
* Web hierarchy & URL structure
Crawling & Indexing
* HTTPS Usage and Configuration
* Website Speed Optimization
* Structured Data Configuration
* Mobile First Optimization
* International Configuration (hreflang, geolocation)
* AMP Configuration (for informational content)
* URLs publishing, changes & elimination rules
Link Popularity …
….
#seoaudits at #smxl19 by @aleyda from @orainti
… but the client
never finished
implementing the
SEO
recommendations
#seoaudits at #smxl19 by @aleyda from @orainti
#seoaudits at #smxl19 by @aleyda from @orainti
The client started with the less
important recommendations and took too
much to implement so the results were
seen too late…
#seoaudits at #smxl19 by @aleyda from @orainti
#seoaudits at #smxl19 by @aleyda from @orainti
The
recommendations
were implemented
but in the
erroneous pages…
#seoaudits at #smxl19 by @aleyda from @orainti
#seoaudits at #smxl19 by @aleyda from @orainti
The recommendations weren’t
implemented since it wasn’t clear that
certain resources were needed…
#seoaudits at #smxl19 by @aleyda from @orainti
#seoaudits at #smxl19 by @aleyda from @orainti
The issues were fixed based on what was
recommended but they were undone in a
subsequent update…
#seoaudits at #smxl19 by @aleyda from @orainti
#seoaudits at #smxl19 by @aleyda from @orainti
The
recommendations
were not executed
until the traffic started
to decline due to a
search update…
#seoaudits at #smxl19 by @aleyda from @orainti
#seoaudits at #smxl19 by @aleyda from @orainti
YOUR SITE
THE COMPETITION
As a result we have a failed SEO process because 

the lack of growth vs. the competition
#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
Are there too many hands up?
#seoaudits at #smxl19 by @aleyda from @orainti
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Crawling Mondays YouTube SEO Series Host
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* European Search Personality of the Year in 2018
#seoaudits at #smxl19 by @aleyda from @orainti
I’m Aleyda Solis, International SEO Consultant &
Founder... and I've been there too!
#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
How can you develop SEO audits that achieve organic
search traffic and conversion growth?
#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
It's about making your analysis strategical based on an
understanding of the site business and context
Areas and
pages to
prioritize based
on their role
within the
business
Core
queries to
rank for based
on business
impact
USP
Required
configurations
that are needed
to take into
consideration
Previous SEO
results and
challenges
Business
Model and
goals
Platform
restrictions
Industry
challenges and
requirements
#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
Not showing
how the issues
impact the site
results
Too long and
difficult to read
document
Not
prioritizing
based on the
impact and
criticality
Focusing on
the issues
without
specifying cause
and solutions
Not
establishing
mechanisms to
avoid the issues
to happen
again
Not
specifying the
expected
required
resources to
fix
Taking
too long to
develop since
you try to include
every single
problem
While avoiding these main SEO audit challenges
#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
Taking too long to develop a full
SEO audit since you try to include
every single SEO problem
#seoaudits at #smxl19 by @aleyda from @orainti
Doing a full SEO audit can take long and might not be
always needed or efficient at the start… context matters!
Recovery from
rankings loss after
Web migration
SEO support for a
change of Web
platform or design
New SEO proceses
for a recently
launched site
Project Type Business Type
Local B2B Startup
National 

News Site
International
Marketplace
Website Size
Medium
Big
Small
….
….
SEO Maturity
Medium
High
Low
#seoaudits at #smxl19 by @aleyda from @orainti
The SEO audit focus will change based on the project
goal, business, Website size and SEO maturity
Recovery from
rankings loss after
Web migration
SEO support for a
change of Web
platform or design
New SEO proceses
for a recently
launched site
Project Type Business Type
Local B2B Startup
National 

News Site
International
Marketplace
Website Size
Medium
Big
Small
….
….
SEO Maturity
Medium
High
Low
#seoaudits at #smxl19 by @aleyda from @orainti
YOUR SITE
LINKS
POPULARITY
TECHNICAL CONFIGURATION
CRAWLABILITY & INDEXABILITY
CONTENT
RELEVANCE
WEBSITE TYPE 

(SIZE, BUSINESS MODEL, ETC.)
AUDIENCE
BEHAVIOR
SITE
RANKINGS
COMPETITORS
RANKINGS
GOALS
RESOURCES & RESTRICTIONS
SEO AREAS WITH DIRECT/
HIGHER INFLUENCE
CRITICAL CONFIGURATIONS 

TO CHECK
WEBSITE AREAS 

AND PAGES TYPES
FOCUS ONCRITERIA
TO PRIORITIZE
It should be targeted and prioritized for efficiency based
on the site and project characteristics and goals
SERP
BEHAVIOR
SEO EXPERIENCE
#seoaudits at #smxl19 by @aleyda from @orainti
SEO AUDIT
PRESENTATION
SEO AUDIT
DEVELOPMENT
SEO PROCESS
DEVELOPMENT
CLIENT INPUT 

AND FEEDBACK
CLIENT VALIDATION
The SEO audit should be refined & prioritized w/ your client
feedback and validation to make it relevant & feasible too
REFINED SEO
RECOMMENDATIONS
VALIDATED SEO
RECOMMENDATIONS
#seoaudits at #smxl19 by @aleyda from @oraintiThanks @izzieonfire! https://twitter.com/izzionfire/status/1160920277703897092
We can't expect to have
"standardized" answers
that will be suitable for
every scenario, validation
is necessary for
effectiveness and viability
#seoaudits at #smxl19 by @aleyda from @orainti
IDENTIFY AND FIX
MAIN TECHNICAL
AND CONTENT
CHALLENGES IN
NEW SITE
2
FIX WEB MIGRATION
ISSUES & RECOVER
TRAFFIC
1
Your SEO analysis should be continuous and developed
incrementally and iteratively to drive the SEO process too
LACK OF CONTENT
RESOURCES
BASIC CONTENT
RESOURCES
IDENTIFY AND
START TACKLING
BIGGER
OPPORTUNITIES IN
MARKET VS
COMPETITORS
3
…
N
…
#seoaudits at #smxl19 by @aleyda from @orainti
Remember that the goal of an
SEO audit is not to deliver a
document with all of the SEO
issues and opportunities…
#seoaudits at #smxl19 by @aleyda from @orainti
The goal of the audit is to
be the source and driver 

of the SEO process to
achieve growth
#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
Focusing on the issues without
specifying the cause and solutions
#seoaudits at #smxl19 by @aleyda from @orainti
It’s critical to understand what causes and how issues 

are found, to tackle both in the recommendations
Errors URLs

(4xx, 5xx)
Redirected URLs

(301s, 302s)
Canonicalized URLs
Noindexed URLs
… …
WHAT
CAUSE
THEM?
HOW
THEY’RE
FOUND?
PLATFORM BUG
NOT SET RULES
…
LINKING PAGES
XML SITEMAPS
…
HOW TO
FIX THEM
#seoaudits at #smxl19 by @aleyda from @orainti
Identify how each of the core issues are generated, 

in which pages they’re happening and the scenarios
RYTE
#seoaudits at #smxl19 by @aleyda from @orainti
Segment the analysis by area and type, to identify its role
on the site and assess the required action to fix it
#seoaudits at #smxl19 by @aleyda from @orainti
Describe how each issue is generated and found across 

the different areas of the site with screenshots
Type A
Type B
Scenario 1
#seoaudits at #smxl19 by @aleyda from @orainti
Should 301 Redirect
Links to
Should link instead
Feature examples of how each of the identified scenarios
should be fixed based on their role on the site
#seoaudits at #smxl19 by @aleyda from @orainti
PAGES OF X TYPES THAT ARE
CANONICALIZED TO OTHERS
TO WHAT PAGES DO
THEY
CANONICALIZE?
FROM WHAT PAGES
ARE THEY LINKED?
Do these URLs need to be
canonicalized to others?
Do these canonicalized URLs need to be linked
from these pages? If so, do these links need to be
crawlable?
Are they canonicalizing to the
relevant indexable URLs?
Are the links
followed?
Attach all the relevant data to facilitate that 

the issues are fixed across all of the instances
#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
Not showing how the issues
impact the site results
#seoaudits at #smxl19 by @aleyda from @orainti
Integrate rankings, traffic and conversions data
sources to identify and show the issues impact
RYTE
#seoaudits at #smxl19 by @aleyda from @orainti
Show the traffic and
conversions that the
pages with issues
used to get before
and you’re missing
now
#seoaudits at #smxl19 by @aleyda from @orainti
Show how the
competition is
outranking you due 

to the identified
issue, from technical,
content or links
YOUR PAGE
COGNITIVESEO
#seoaudits at #smxl19 by @aleyda from @orainti
You Competitor Competitor Competitor
Targeted Queries by 

Non-optimized Pages
Show how these
issues are
impacting your
search potential
vs. your
competitors
SEMRUSH
#seoaudits at #smxl19 by @aleyda from @orainti
The traffic
they're already
attracting with
these pages that
outrank you due
to the identified
issues
#seoaudits at #smxl19 by @aleyda from @orainti
Show also how the issues harm not only SEO but 

the relevant pages conversions and revenue too
#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
Not prioritizing
based on the impact
and criticality
Too long and
difficult to read
document
Not specifying the
expected required
resources to fix
#seoaudits at #smxl19 by @aleyda from @orainti
1. RECOMMENDATIONS TO IMPROVE X
WHY IS IT IMPORTANT?
HOW DOES IT AFFECT THE SITE RANKINGS?
WHERE HAS BEEN FOUND AND IS GENERATED?
Scree
nshot
SCENARIO 1
HOW CAN IT BE FIXED?
Scree
nshot
SCENARIO 1
Scree
nshot
SEO EFFECT
OPTIMIZATION STATUS
IMPLEMENTATION DIFFICULTY
IMPLEMENTATION RESOURCES
BUSINESS IMPORTANCE
1. RECOMMENDATIONS TO IMPROVE X
WHY IS IT IMPORTANT?
HOW DOES IT AFFECT THE SITE RANKINGS?
WHERE HAS BEEN FOUND AND IS GENERATED?
Scree
nshot
SCENARIO 1
HOW CAN IT BE FIXED?
Scree
nshot
SCENARIO 1
Scree
nshot
SEO
Effect
Affected
Areas
Business
Importance
Optimization
Status
Execution
Difficulty
Required
resources
Priority
High Paginations Medium Low Low Technical High
For each identified issue specify actions to take w/
importance, difficulty, resources, showing how to fix it
#seoaudits at #smxl19 by @aleyda from @orainti
Type A
Type B
Scenario 1: Update the canonicalization tag to self-refer to URLs without /us/
Make them easy to follow with examples, 

screenshots and actionable instructions
#seoaudits at #smxl19 by @aleyda from @orainti
HIGH PRIORITY 

HIGH IMPACT WITH LOW DIFFICULTY
MEDIUM PRIORITY

HIGH IMPACT WITH MEDIUM DIFFICULTY

MEDIUM IMPACT WITH LOW DIFFICULTY
LOW PRIORITY
MEDIUM IMPACT WITH MEDIUM DIFFICULTY
HIGH IMPACT WITH HIGH DIFFICULTY
DON’T PRIORITIZE
MEDIUM IMPACT WITH HIGH DIFFICULTY
LOW IMPACT
IMPACT
1
3
2
+ DIFFICULTY
+
-
2
3
Establish an implementation priority based on the 

impact and difficulty of each recommendation
#seoaudits at #smxl19 by @aleyda from @orainti
RECOMMENDATIONS AFFECTED AREAS SEO EFFECT
BUSINESS
IMPORTANCE
CURRENT
OPTIMIZATION
CONTENT
SUPPORT
TECH
SUPPORT
LINKBUILDING
SUPPORT
IDEAL
PRIORITY
NOINDEX AND BLOCK
CRAWLING OF INTERNAL
SEARCH RESULT PAGES THAT
GENERATE CONTENT
DUPLICATION
INTERNAL SEARCH
RESULT PAGES
HIGH LOW LOW NO YES NO 2
INDEX THE PAGES OF
COLORED FILTERS WITH
SEARCH VOLUME HIGHER
THAN 100
COLORED
FILTERED PAGES
OF SUB-
CATEGORIES
HIGH HIGH LOW YES YES NO 1
301 REDIRECT OLD PAGES
WITH 404 HTTP STATUS
PAGES ATTRACTING
EXTERNAL LINKS
OLD BLOG POSTS
FROM PREVIOUS
BLOG VERSION
MEDIUM MEDIUM LOW NO YES NO 3
DIFFERENTIATE SUB-
CATEGORIES pages TITLES
INCLUDING THE SUB-
CATEGORY NAME IN THEM
SUB-CATEGORY
PAGES
MEDIUM MEDIUM MEDIUM YES YES NO 4
X Page A LOW MEDIUM MEDIUM YES YES NO TBD
Y Page B MEDIUM LOW MEDIUM YES YES NO TBD
Z Page C LOW LOW MEDIUM YES YES NO TBD
Put them in context in a recommendations matrix
documenting their characteristics and priority
#seoaudits at #smxl19 by @aleyda from @orainti
RECOMMENDATIONS AFFECTED AREAS SEO EFFECT
BUSINESS
IMPORTANCE
CURRENT
OPTIMIZATION
CONTENT
SUPPORT
TECH
SUPPORT
LINKBUILDING
SUPPORT
IDEAL
PRIORITY
SEO
ITERATION
TO INCLUDE
IT
NOINDEX AND BLOCK
CRAWLING OF INTERNAL
SEARCH RESULT PAGES THAT
GENERATE CONTENT
DUPLICATION
INTERNAL SEARCH
RESULT PAGES
HIGH LOW LOW NO YES NO 2 1ST
INDEX THE PAGES OF
COLORED FILTERS WITH
SEARCH VOLUME HIGHER
THAN 100
COLORED
FILTERED PAGES
OF SUB-
CATEGORIES
HIGH HIGH LOW YES YES NO 1 1ST
301 REDIRECT OLD PAGES
WITH 404 HTTP STATUS
PAGES ATTRACTING
EXTERNAL LINKS
OLD BLOG POSTS
FROM PREVIOUS
BLOG VERSION
MEDIUM MEDIUM LOW NO YES NO 3 2ND
DIFFERENTIATE SUB-
CATEGORIES pages TITLES
INCLUDING THE SUB-
CATEGORY NAME IN THEM
SUB-CATEGORY
PAGES
MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND
X Page A LOW MEDIUM MEDIUM YES YES NO TBD NONE
Y Page B MEDIUM LOW MEDIUM YES YES NO TBD NONE
Z Page C LOW LOW MEDIUM YES YES NO TBD NONE
Keeping only those to be ideally included in the 

initial SEO iterations due to their high priority
#seoaudits at #smxl19 by @aleyda from @orainti
Why is important?
How does it affect the site rankings?
Where it has been found and how is generated?
Screensh
ot
Scenario 1
How can it be fixed?
Screensh
ot
Scenario 1
Screensh
ot
Efecto SEO
Areas
Afectadas
Importancia
Negocio
Estado
Optimización
Dificultad
Ejecución
Recursos
Ejecución
Prioridad
ALTO
PAGINACIONE
S
MEDIO BAJO NA TECNICO 1
1. Recommendation to improve X
Screensh
ot
Why is important?
How does it affect the site rankings?
Where it has been found and how is generated?
Screensho
t
Scenario 1
How can it be fixed?
Screensho
t
Scenario 1
Screensho
t
Efecto SEO
Areas
Afectadas
Importancia
Negocio
Estado
Optimización
Dificultad
Ejecución
Recursos
Ejecución
Prioridad
ALTO PAGINACIONES MEDIO BAJO NA TECNICO 2
2. Recommendation to fix Y
Screensho
t
Why is important?
How does it affect the site rankings?
Where it has been found and how is generated?
Screensh
ot
Scenario 1
How can it be fixed?
Screensh
ot
Scenario 1
Screensh
ot
Efecto SEO
Areas
Afectadas
Importancia
Negocio
Estado
Optimización
Dificultad
Ejecución
Recursos
Ejecución
Prioridad
ALTO PAGINACIONES MEDIO BAJO NA TECNICO 3
3. Recommendation to improve Z
Screensh
ot
START
WITH
HIGHEST
PRIORITY
Organizing your SEO recommendations starting with 

the highest priority one so they can be read first
#seoaudits at #smxl19 by @aleyda from @orainti
RECOMMENDATIONS
AFFECTED
AREAS
SEO EFFECT
BUSINESS
IMPORTANC
E
CURRENT
OPTIMIZATI
ON
CONTENT
SUPPORT
TECH
SUPPORT
LINKBUILDIN
G SUPPORT
IDEAL
PRIORITY
PAGE
NOINDEX AND BLOCK
CRAWLING OF INTERNAL
SEARCH RESULT PAGES THAT
GENERATE CONTENT
DUPLICATION
INTERNAL
SEARCH RESULT
PAGES
HIGH LOW LOW NO YES NO 2 1
INDEX THE PAGES OF
COLORED FILTERS WITH
SEARCH VOLUME HIGHER
THAN 100
COLORED
FILTERED
PAGES OF SUB-
CATEGORIES
HIGH HIGH LOW YES YES NO 1 5
301 REDIRECT OLD PAGES
WITH 404 HTTP STATUS
PAGES ATTRACTING
EXTERNAL LINKS
OLD BLOG
POSTS FROM
PREVIOUS
BLOG VERSION
MEDIUM MEDIUM LOW NO YES NO 3 10
DIFFERENTIATE SUB-
CATEGORIES pages TITLES
INCLUDING THE SUB-
CATEGORY NAME IN THEM
SUB-CATEGORY
PAGES
MEDIUM MEDIUM MEDIUM YES YES NO 4 15
Using the recommendations matrix as an audit summary 

and index to facilitate going through them
#seoaudits at #smxl19 by @aleyda from @orainti
RECOMMENDATIONS
AFFECTED
AREAS
SEO EFFECT
BUSINESS
IMPORTANC
E
CURRENT
OPTIMIZATI
ON
CONTENT
SUPPORT
TECH
SUPPORT
LINKBUILDIN
G SUPPORT
IDEAL
PRIORITY
IMPLEMENTAT
ION
DIFFICULTY
VALIDATE
D
PRIORITY
PAGE
NOINDEX AND BLOCK
CRAWLING OF INTERNAL
SEARCH RESULT PAGES THAT
GENERATE CONTENT
DUPLICATION
INTERNAL
SEARCH RESULT
PAGES
HIGH LOW LOW NO YES NO 2 LOW 1 1
INDEX THE PAGES OF
COLORED FILTERS WITH
SEARCH VOLUME HIGHER
THAN 100
COLORED
FILTERED
PAGES OF SUB-
CATEGORIES
HIGH HIGH LOW YES YES NO 1 MEDIUM 2 5
301 REDIRECT OLD PAGES
WITH 404 HTTP STATUS
PAGES ATTRACTING
EXTERNAL LINKS
OLD BLOG
POSTS FROM
PREVIOUS
BLOG VERSION
MEDIUM MEDIUM LOW NO YES NO 3 MEDIUM 4 10
DIFFERENTIATE SUB-
CATEGORIES pages TITLES
INCLUDING THE SUB-
CATEGORY NAME IN THEM
SUB-CATEGORY
PAGES
MEDIUM MEDIUM MEDIUM YES YES NO 4 MEDIUM 3 15
Presenting the recommendations, while validating their
difficulty, feasibility & priority w/ stakeholders
#seoaudits at #smxl19 by @aleyda from @orainti
YOUR SITE
CONTENT
RELEVANCE
LINKS
POPULARITYHIGH
MEDIUM
TECHNICAL CONFIGURATION
CRAWLABILITY & INDEXABILITY
LOW
PR
COPYWRITING
DEVELOPMENT
Verifying together the availability of the connected
resources that will be required in each SEO area
#seoaudits at #smxl19 by @aleyda from @orainti
VIA XML
SITEMAP?
VIA HTTP
HEADER?
VIA GTM?
VIA EDGE
SEO / CDN?
HTML HEAD CAN’T
BE EDITED TO
IMPLEMENT
HREFLANG
Is there anything critical not doable to execute? Why?
Find alternatives with similar outcomes!
#seoaudits at #smxl19 by @aleyda from @orainti
RECOMMENDATIONS
AFFECTED
AREAS
SEO
EFFECT
BUSINESS
IMPORTANCE
CURRENT
OPTIMIZATION
CONTENT
SUPPORT
TECH
SUPPORT
LINKBUILDING
SUPPORT
IMPLEMENTATION
DIFFICULTY
VALIDATED
PRIORITY
PAGE
PERSON IN
CHARGE
IMPLEMENTA
TION DATE
LAUNCHING
DATE
NOINDEX AND BLOCK
CRAWLING OF INTERNAL
SEARCH RESULT PAGES
THAT GENERATE CONTENT
DUPLICATION
INTERNAL
SEARCH RESULT
PAGES
HIGH LOW LOW NO YES NO LOW 1 1 MARIA 01/08/2019 15/08/2019
INDEX THE PAGES OF
COLORED FILTERS WITH
SEARCH VOLUME HIGHER
THAN 100
COLORED
FILTERED PAGES
OF SUB-
CATEGORIES
HIGH HIGH LOW YES YES NO MEDIUM 2 5 MARIA 15/08/2019 30/08/2019
301 REDIRECT OLD PAGES
WITH 404 HTTP STATUS
PAGES ATTRACTING
EXTERNAL LINKS
OLD BLOG
POSTS FROM
PREVIOUS BLOG
VERSION
MEDIUM MEDIUM LOW NO YES NO MEDIUM 4 10 JAVIER 30/08/2019 15/09/2019
DIFFERENTIATE SUB-
CATEGORIES pages TITLES
INCLUDING THE SUB-
CATEGORY NAME IN THEM
SUB-CATEGORY
PAGES
MEDIUM MEDIUM MEDIUM YES YES NO MEDIUM 3 15 JAVIER 15/09/2019 30/09/2019
WHAT WHYWHERE WHO WHEN
Use the matrix to set a feasible execution calendar
validated with stakeholders
#seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti
Not establishing mechanisms to
avoid the issues to happen again
#seoaudits at #smxl19 by @aleyda from @orainti
PRE-LAUNCH
VALIDATION: OK?
IMPLEMENTATION
YES
NO
YES
CONTINOUS
VALIDATION
LAUNCH
NO
FIX
POST-
LAUNCHING
VALIDATION:
OK?
YES
NO
FIXFIX
CONTINOUS
VALIDATION: OK?
EVERY TUESDAY EVERY THURSDAY CONTINUOUS
Define a validation process to follow when implementing
recommendations and doing any site releases
#seoaudits at #smxl19 by @aleyda from @orainti
You can schedule your continuous SEO crawls and
validations to run and be delivered automatically
#seoaudits at #smxl19 by @aleyda from @oraintiRYTE
#seoaudits at #smxl19 by @aleyda from @orainti
Set rules to tackle
the identified issues
systemically within
the platform
#seoaudits at #smxl19 by @aleyda from @orainti
For example, for the
different scenarios
of pages with thin
content
INDEXABLE CATEGORY PAGES WITH <3 INVENTORY & NO SPECIFIC DESCRIPTION
HAS > N
TRAFFIC
OBFUSCATE LINKS,
ELIMINATE FROM XML
SITEMAPS AND
CANONICALIZE PARENT
CATEGORY
TARGETS
QUERY > Y
SEARCH
VOLUME
HAS
FEATURED >3
PRODUCTS IN
LAST X
MONTHS
NO
YES
NO YES
YESNO
KEEP INDEXED AND ADD
SPECIFIC DESCRIPTION
#seoaudits at #smxl19 by @aleyda from @orainti
Set real time SEO
monitoring and
alerts systems, to
be warned if
anything changes
unexpectedly
CONTENTKING & LITTLE WARDEN
#seoaudits at #smxl19 by @aleyda from @orainti
Like missed or changed hreflang tags in indexable
pages from specific site sections or pages types
#seoaudits at #smxl19 by @aleyda from @orainti
Applying also Web
traffic and rankings
data, to prioritize the
alerts of those pages
with certain minimum
value, like those that
become non-
indexable that have
any former activity
#seoaudits at #smxl19 by @aleyda from @orainti
Setting the alerts to be
directly delivered to
your communication or
PM systems, whether
with a built-in
integration…
#seoaudits at #smxl19 by @aleyda from @orainti
… or configuring
your own
integrations that also
allow you to further
set tasks and assign
them already using
third-party systems,
like Integromat
INTEGROMAT
#seoaudits at #smxl19 by @aleyda from @oraintiThanks @Chrisgreen87! https://twitter.com/chrisgreen87/status/1157019788729827333
It’s about simplifying and prioritizing to facilitate your
SEO audit execution without overwhelming stakeholders
#seoaudits at #smxl19 by @aleyda from @orainti
Following these principles to make your SEO audits 

more agile and cost-effective
Strategical
Contextual
Segmented
Prioritized
Actionable
Incremental
Iterative
#seoaudits at #smxl19 by @aleyda from @orainti
Not showing
how the issues
impact the site
results
Too long and
difficult to read
document
Not
prioritizing
based on the
impact and
criticality
Focusing on
the issues
without
specifying cause
and solutions
Not
establishing
mechanisms to
avoid the issues
to happen
again
Not
specifying the
expected
required
resources to
fix
Taking
too long to
develop since
you try to include
every single
problem
While avoiding these SEO audits main challenges
#seoaudits at #smxl19 by @aleyda from @orainti
… It's time to maximize your SEO audits results!
THIS YEAR
LAST YEAR
#seoaudits at #smxl19 by @aleyda from @orainti
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Crawling Mondays YouTube SEO Series Host
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* European Search Personality of the Year in 2018
#seoaudits at #smxl19 by @aleyda from @orainti
Thank you! Questions?

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SEO Audits that Maximize Growth #SMXL19

  • 1. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti SEO AUDITS THAT MAXIMIZE GROWTH
  • 2. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Raise your hand and leave it raised if you have gone through any of these scenarios…
  • 3. #seoaudits at #smxl19 by @aleyda from @orainti You have invested weeks developing an SEO audit 
 going through all optimization challenges…
  • 4. #seoaudits at #smxl19 by @aleyda from @orainti From a technical, content, link popularity perspective, using many data sources to validate the outcome Crawling & Indexing Content Quality Link Popularity Rankings & Traffic Audience & Competition
  • 5. #seoaudits at #smxl19 by @aleyda from @orainti Search BehaviorContent Relevance Making sure you haven’t left anything out from your checklists of the different areas to be validated… * Effective crawling (linked errors, redirects, etc.) * Canonicalization configuration * Internal linking & navigation configuration * Facets, filters & paginations configuration * JavaScript reliance and rendering * Robots.txt configuration * XML Sitemaps usage * Web hierarchy & URL structure Crawling & Indexing * HTTPS Usage and Configuration * Website Speed Optimization * Structured Data Configuration * Mobile First Optimization * International Configuration (hreflang, geolocation) * AMP Configuration (for informational content) * URLs publishing, changes & elimination rules Link Popularity … ….
  • 6. #seoaudits at #smxl19 by @aleyda from @orainti … but the client never finished implementing the SEO recommendations #seoaudits at #smxl19 by @aleyda from @orainti
  • 7. #seoaudits at #smxl19 by @aleyda from @orainti The client started with the less important recommendations and took too much to implement so the results were seen too late… #seoaudits at #smxl19 by @aleyda from @orainti
  • 8. #seoaudits at #smxl19 by @aleyda from @orainti The recommendations were implemented but in the erroneous pages… #seoaudits at #smxl19 by @aleyda from @orainti
  • 9. #seoaudits at #smxl19 by @aleyda from @orainti The recommendations weren’t implemented since it wasn’t clear that certain resources were needed… #seoaudits at #smxl19 by @aleyda from @orainti
  • 10. #seoaudits at #smxl19 by @aleyda from @orainti The issues were fixed based on what was recommended but they were undone in a subsequent update… #seoaudits at #smxl19 by @aleyda from @orainti
  • 11. #seoaudits at #smxl19 by @aleyda from @orainti The recommendations were not executed until the traffic started to decline due to a search update… #seoaudits at #smxl19 by @aleyda from @orainti
  • 12. #seoaudits at #smxl19 by @aleyda from @orainti YOUR SITE THE COMPETITION As a result we have a failed SEO process because 
 the lack of growth vs. the competition
  • 13. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Are there too many hands up?
  • 14. #seoaudits at #smxl19 by @aleyda from @orainti * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Crawling Mondays YouTube SEO Series Host * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * European Search Personality of the Year in 2018 #seoaudits at #smxl19 by @aleyda from @orainti I’m Aleyda Solis, International SEO Consultant & Founder... and I've been there too!
  • 15. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti How can you develop SEO audits that achieve organic search traffic and conversion growth?
  • 16. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti It's about making your analysis strategical based on an understanding of the site business and context Areas and pages to prioritize based on their role within the business Core queries to rank for based on business impact USP Required configurations that are needed to take into consideration Previous SEO results and challenges Business Model and goals Platform restrictions Industry challenges and requirements
  • 17. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Not showing how the issues impact the site results Too long and difficult to read document Not prioritizing based on the impact and criticality Focusing on the issues without specifying cause and solutions Not establishing mechanisms to avoid the issues to happen again Not specifying the expected required resources to fix Taking too long to develop since you try to include every single problem While avoiding these main SEO audit challenges
  • 18. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Taking too long to develop a full SEO audit since you try to include every single SEO problem
  • 19. #seoaudits at #smxl19 by @aleyda from @orainti Doing a full SEO audit can take long and might not be always needed or efficient at the start… context matters! Recovery from rankings loss after Web migration SEO support for a change of Web platform or design New SEO proceses for a recently launched site Project Type Business Type Local B2B Startup National 
 News Site International Marketplace Website Size Medium Big Small …. …. SEO Maturity Medium High Low
  • 20. #seoaudits at #smxl19 by @aleyda from @orainti The SEO audit focus will change based on the project goal, business, Website size and SEO maturity Recovery from rankings loss after Web migration SEO support for a change of Web platform or design New SEO proceses for a recently launched site Project Type Business Type Local B2B Startup National 
 News Site International Marketplace Website Size Medium Big Small …. …. SEO Maturity Medium High Low
  • 21. #seoaudits at #smxl19 by @aleyda from @orainti YOUR SITE LINKS POPULARITY TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY CONTENT RELEVANCE WEBSITE TYPE 
 (SIZE, BUSINESS MODEL, ETC.) AUDIENCE BEHAVIOR SITE RANKINGS COMPETITORS RANKINGS GOALS RESOURCES & RESTRICTIONS SEO AREAS WITH DIRECT/ HIGHER INFLUENCE CRITICAL CONFIGURATIONS 
 TO CHECK WEBSITE AREAS 
 AND PAGES TYPES FOCUS ONCRITERIA TO PRIORITIZE It should be targeted and prioritized for efficiency based on the site and project characteristics and goals SERP BEHAVIOR SEO EXPERIENCE
  • 22. #seoaudits at #smxl19 by @aleyda from @orainti SEO AUDIT PRESENTATION SEO AUDIT DEVELOPMENT SEO PROCESS DEVELOPMENT CLIENT INPUT 
 AND FEEDBACK CLIENT VALIDATION The SEO audit should be refined & prioritized w/ your client feedback and validation to make it relevant & feasible too REFINED SEO RECOMMENDATIONS VALIDATED SEO RECOMMENDATIONS
  • 23. #seoaudits at #smxl19 by @aleyda from @oraintiThanks @izzieonfire! https://twitter.com/izzionfire/status/1160920277703897092 We can't expect to have "standardized" answers that will be suitable for every scenario, validation is necessary for effectiveness and viability
  • 24. #seoaudits at #smxl19 by @aleyda from @orainti IDENTIFY AND FIX MAIN TECHNICAL AND CONTENT CHALLENGES IN NEW SITE 2 FIX WEB MIGRATION ISSUES & RECOVER TRAFFIC 1 Your SEO analysis should be continuous and developed incrementally and iteratively to drive the SEO process too LACK OF CONTENT RESOURCES BASIC CONTENT RESOURCES IDENTIFY AND START TACKLING BIGGER OPPORTUNITIES IN MARKET VS COMPETITORS 3 … N …
  • 25. #seoaudits at #smxl19 by @aleyda from @orainti Remember that the goal of an SEO audit is not to deliver a document with all of the SEO issues and opportunities…
  • 26. #seoaudits at #smxl19 by @aleyda from @orainti The goal of the audit is to be the source and driver 
 of the SEO process to achieve growth
  • 27. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Focusing on the issues without specifying the cause and solutions
  • 28. #seoaudits at #smxl19 by @aleyda from @orainti It’s critical to understand what causes and how issues 
 are found, to tackle both in the recommendations Errors URLs
 (4xx, 5xx) Redirected URLs
 (301s, 302s) Canonicalized URLs Noindexed URLs … … WHAT CAUSE THEM? HOW THEY’RE FOUND? PLATFORM BUG NOT SET RULES … LINKING PAGES XML SITEMAPS … HOW TO FIX THEM
  • 29. #seoaudits at #smxl19 by @aleyda from @orainti Identify how each of the core issues are generated, 
 in which pages they’re happening and the scenarios RYTE
  • 30. #seoaudits at #smxl19 by @aleyda from @orainti Segment the analysis by area and type, to identify its role on the site and assess the required action to fix it
  • 31. #seoaudits at #smxl19 by @aleyda from @orainti Describe how each issue is generated and found across 
 the different areas of the site with screenshots Type A Type B Scenario 1
  • 32. #seoaudits at #smxl19 by @aleyda from @orainti Should 301 Redirect Links to Should link instead Feature examples of how each of the identified scenarios should be fixed based on their role on the site
  • 33. #seoaudits at #smxl19 by @aleyda from @orainti PAGES OF X TYPES THAT ARE CANONICALIZED TO OTHERS TO WHAT PAGES DO THEY CANONICALIZE? FROM WHAT PAGES ARE THEY LINKED? Do these URLs need to be canonicalized to others? Do these canonicalized URLs need to be linked from these pages? If so, do these links need to be crawlable? Are they canonicalizing to the relevant indexable URLs? Are the links followed? Attach all the relevant data to facilitate that 
 the issues are fixed across all of the instances
  • 34. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Not showing how the issues impact the site results
  • 35. #seoaudits at #smxl19 by @aleyda from @orainti Integrate rankings, traffic and conversions data sources to identify and show the issues impact RYTE
  • 36. #seoaudits at #smxl19 by @aleyda from @orainti Show the traffic and conversions that the pages with issues used to get before and you’re missing now
  • 37. #seoaudits at #smxl19 by @aleyda from @orainti Show how the competition is outranking you due 
 to the identified issue, from technical, content or links YOUR PAGE COGNITIVESEO
  • 38. #seoaudits at #smxl19 by @aleyda from @orainti You Competitor Competitor Competitor Targeted Queries by 
 Non-optimized Pages Show how these issues are impacting your search potential vs. your competitors SEMRUSH
  • 39. #seoaudits at #smxl19 by @aleyda from @orainti The traffic they're already attracting with these pages that outrank you due to the identified issues
  • 40. #seoaudits at #smxl19 by @aleyda from @orainti Show also how the issues harm not only SEO but 
 the relevant pages conversions and revenue too
  • 41. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Not prioritizing based on the impact and criticality Too long and difficult to read document Not specifying the expected required resources to fix
  • 42. #seoaudits at #smxl19 by @aleyda from @orainti 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Scree nshot SCENARIO 1 HOW CAN IT BE FIXED? Scree nshot SCENARIO 1 Scree nshot SEO EFFECT OPTIMIZATION STATUS IMPLEMENTATION DIFFICULTY IMPLEMENTATION RESOURCES BUSINESS IMPORTANCE 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Scree nshot SCENARIO 1 HOW CAN IT BE FIXED? Scree nshot SCENARIO 1 Scree nshot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High For each identified issue specify actions to take w/ importance, difficulty, resources, showing how to fix it
  • 43. #seoaudits at #smxl19 by @aleyda from @orainti Type A Type B Scenario 1: Update the canonicalization tag to self-refer to URLs without /us/ Make them easy to follow with examples, 
 screenshots and actionable instructions
  • 44. #seoaudits at #smxl19 by @aleyda from @orainti HIGH PRIORITY 
 HIGH IMPACT WITH LOW DIFFICULTY MEDIUM PRIORITY
 HIGH IMPACT WITH MEDIUM DIFFICULTY
 MEDIUM IMPACT WITH LOW DIFFICULTY LOW PRIORITY MEDIUM IMPACT WITH MEDIUM DIFFICULTY HIGH IMPACT WITH HIGH DIFFICULTY DON’T PRIORITIZE MEDIUM IMPACT WITH HIGH DIFFICULTY LOW IMPACT IMPACT 1 3 2 + DIFFICULTY + - 2 3 Establish an implementation priority based on the 
 impact and difficulty of each recommendation
  • 45. #seoaudits at #smxl19 by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IDEAL PRIORITY NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 X Page A LOW MEDIUM MEDIUM YES YES NO TBD Y Page B MEDIUM LOW MEDIUM YES YES NO TBD Z Page C LOW LOW MEDIUM YES YES NO TBD Put them in context in a recommendations matrix documenting their characteristics and priority
  • 46. #seoaudits at #smxl19 by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IDEAL PRIORITY SEO ITERATION TO INCLUDE IT NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 1ST INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 1ST 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 2ND DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 2ND X Page A LOW MEDIUM MEDIUM YES YES NO TBD NONE Y Page B MEDIUM LOW MEDIUM YES YES NO TBD NONE Z Page C LOW LOW MEDIUM YES YES NO TBD NONE Keeping only those to be ideally included in the 
 initial SEO iterations due to their high priority
  • 47. #seoaudits at #smxl19 by @aleyda from @orainti Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONE S MEDIO BAJO NA TECNICO 1 1. Recommendation to improve X Screensh ot Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensho t Scenario 1 How can it be fixed? Screensho t Scenario 1 Screensho t Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 2 2. Recommendation to fix Y Screensho t Why is important? How does it affect the site rankings? Where it has been found and how is generated? Screensh ot Scenario 1 How can it be fixed? Screensh ot Scenario 1 Screensh ot Efecto SEO Areas Afectadas Importancia Negocio Estado Optimización Dificultad Ejecución Recursos Ejecución Prioridad ALTO PAGINACIONES MEDIO BAJO NA TECNICO 3 3. Recommendation to improve Z Screensh ot START WITH HIGHEST PRIORITY Organizing your SEO recommendations starting with 
 the highest priority one so they can be read first
  • 48. #seoaudits at #smxl19 by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANC E CURRENT OPTIMIZATI ON CONTENT SUPPORT TECH SUPPORT LINKBUILDIN G SUPPORT IDEAL PRIORITY PAGE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 1 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 10 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 15 Using the recommendations matrix as an audit summary 
 and index to facilitate going through them
  • 49. #seoaudits at #smxl19 by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANC E CURRENT OPTIMIZATI ON CONTENT SUPPORT TECH SUPPORT LINKBUILDIN G SUPPORT IDEAL PRIORITY IMPLEMENTAT ION DIFFICULTY VALIDATE D PRIORITY PAGE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO 2 LOW 1 1 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO 1 MEDIUM 2 5 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO 3 MEDIUM 4 10 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO 4 MEDIUM 3 15 Presenting the recommendations, while validating their difficulty, feasibility & priority w/ stakeholders
  • 50. #seoaudits at #smxl19 by @aleyda from @orainti YOUR SITE CONTENT RELEVANCE LINKS POPULARITYHIGH MEDIUM TECHNICAL CONFIGURATION CRAWLABILITY & INDEXABILITY LOW PR COPYWRITING DEVELOPMENT Verifying together the availability of the connected resources that will be required in each SEO area
  • 51. #seoaudits at #smxl19 by @aleyda from @orainti VIA XML SITEMAP? VIA HTTP HEADER? VIA GTM? VIA EDGE SEO / CDN? HTML HEAD CAN’T BE EDITED TO IMPLEMENT HREFLANG Is there anything critical not doable to execute? Why? Find alternatives with similar outcomes!
  • 52. #seoaudits at #smxl19 by @aleyda from @orainti RECOMMENDATIONS AFFECTED AREAS SEO EFFECT BUSINESS IMPORTANCE CURRENT OPTIMIZATION CONTENT SUPPORT TECH SUPPORT LINKBUILDING SUPPORT IMPLEMENTATION DIFFICULTY VALIDATED PRIORITY PAGE PERSON IN CHARGE IMPLEMENTA TION DATE LAUNCHING DATE NOINDEX AND BLOCK CRAWLING OF INTERNAL SEARCH RESULT PAGES THAT GENERATE CONTENT DUPLICATION INTERNAL SEARCH RESULT PAGES HIGH LOW LOW NO YES NO LOW 1 1 MARIA 01/08/2019 15/08/2019 INDEX THE PAGES OF COLORED FILTERS WITH SEARCH VOLUME HIGHER THAN 100 COLORED FILTERED PAGES OF SUB- CATEGORIES HIGH HIGH LOW YES YES NO MEDIUM 2 5 MARIA 15/08/2019 30/08/2019 301 REDIRECT OLD PAGES WITH 404 HTTP STATUS PAGES ATTRACTING EXTERNAL LINKS OLD BLOG POSTS FROM PREVIOUS BLOG VERSION MEDIUM MEDIUM LOW NO YES NO MEDIUM 4 10 JAVIER 30/08/2019 15/09/2019 DIFFERENTIATE SUB- CATEGORIES pages TITLES INCLUDING THE SUB- CATEGORY NAME IN THEM SUB-CATEGORY PAGES MEDIUM MEDIUM MEDIUM YES YES NO MEDIUM 3 15 JAVIER 15/09/2019 30/09/2019 WHAT WHYWHERE WHO WHEN Use the matrix to set a feasible execution calendar validated with stakeholders
  • 53. #seoaudits at #smxl19 by @aleyda from @orainti#seoaudits at #smxl19 by @aleyda from @orainti Not establishing mechanisms to avoid the issues to happen again
  • 54. #seoaudits at #smxl19 by @aleyda from @orainti PRE-LAUNCH VALIDATION: OK? IMPLEMENTATION YES NO YES CONTINOUS VALIDATION LAUNCH NO FIX POST- LAUNCHING VALIDATION: OK? YES NO FIXFIX CONTINOUS VALIDATION: OK? EVERY TUESDAY EVERY THURSDAY CONTINUOUS Define a validation process to follow when implementing recommendations and doing any site releases
  • 55. #seoaudits at #smxl19 by @aleyda from @orainti You can schedule your continuous SEO crawls and validations to run and be delivered automatically #seoaudits at #smxl19 by @aleyda from @oraintiRYTE
  • 56. #seoaudits at #smxl19 by @aleyda from @orainti Set rules to tackle the identified issues systemically within the platform
  • 57. #seoaudits at #smxl19 by @aleyda from @orainti For example, for the different scenarios of pages with thin content INDEXABLE CATEGORY PAGES WITH <3 INVENTORY & NO SPECIFIC DESCRIPTION HAS > N TRAFFIC OBFUSCATE LINKS, ELIMINATE FROM XML SITEMAPS AND CANONICALIZE PARENT CATEGORY TARGETS QUERY > Y SEARCH VOLUME HAS FEATURED >3 PRODUCTS IN LAST X MONTHS NO YES NO YES YESNO KEEP INDEXED AND ADD SPECIFIC DESCRIPTION
  • 58. #seoaudits at #smxl19 by @aleyda from @orainti Set real time SEO monitoring and alerts systems, to be warned if anything changes unexpectedly CONTENTKING & LITTLE WARDEN
  • 59. #seoaudits at #smxl19 by @aleyda from @orainti Like missed or changed hreflang tags in indexable pages from specific site sections or pages types
  • 60. #seoaudits at #smxl19 by @aleyda from @orainti Applying also Web traffic and rankings data, to prioritize the alerts of those pages with certain minimum value, like those that become non- indexable that have any former activity
  • 61. #seoaudits at #smxl19 by @aleyda from @orainti Setting the alerts to be directly delivered to your communication or PM systems, whether with a built-in integration…
  • 62. #seoaudits at #smxl19 by @aleyda from @orainti … or configuring your own integrations that also allow you to further set tasks and assign them already using third-party systems, like Integromat INTEGROMAT
  • 63. #seoaudits at #smxl19 by @aleyda from @oraintiThanks @Chrisgreen87! https://twitter.com/chrisgreen87/status/1157019788729827333 It’s about simplifying and prioritizing to facilitate your SEO audit execution without overwhelming stakeholders
  • 64. #seoaudits at #smxl19 by @aleyda from @orainti Following these principles to make your SEO audits 
 more agile and cost-effective Strategical Contextual Segmented Prioritized Actionable Incremental Iterative
  • 65. #seoaudits at #smxl19 by @aleyda from @orainti Not showing how the issues impact the site results Too long and difficult to read document Not prioritizing based on the impact and criticality Focusing on the issues without specifying cause and solutions Not establishing mechanisms to avoid the issues to happen again Not specifying the expected required resources to fix Taking too long to develop since you try to include every single problem While avoiding these SEO audits main challenges
  • 66. #seoaudits at #smxl19 by @aleyda from @orainti … It's time to maximize your SEO audits results! THIS YEAR LAST YEAR
  • 67. #seoaudits at #smxl19 by @aleyda from @orainti * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Crawling Mondays YouTube SEO Series Host * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * European Search Personality of the Year in 2018 #seoaudits at #smxl19 by @aleyda from @orainti Thank you! Questions?