£538.64 – £601.94

SEO Auditing Training London October 30th

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Garfield House

86 Edgware Road

London

W2 2EA

United Kingdom

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Refunds up to 30 days before event

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The process of auditing a website is one key SEO processes whether you’re working for an agency, as a freelancer or in-house. This practical and hands on course really delves into detail on how to produce world class audits. The kind of audits that deliver better results, you can charge more for and make the most of the search marketing opportunity for your business.

SEO AUDITING TRAINING AGENDA

PART 1 – GOOGLE SEARCH CONSOLE REVEALED

  • Verify yourself as site owner
  • Keep track of multiple users with access privileges
  • Integrate into Google Analytics
  • Crawl errors and what to do with them
  • Search analytics – track clicks, impressions, CTR, position. Export data at least every 90 days, preferably 30. Filter by mobile.
  • Upload XML Sitemaps. Different types of sitemaps. Include important fields in the sitemaps. Observe what is rejected from the sitemaps. (also include Sitemaps directive in robots.txt)
  • Indexation levels – make sure everything is indexed but not duplicate content
  • Check for manual penalties (“manual actions”)
  • Check for duplicate content and problems with title tags and meta descriptions
  • Check for schema.org structured data errors.
  • Check for robots.txt errors
  • Check for abnormalities with Googlebot crawling your site
  • Review your backlinks and unnatural looking anchor text
  • Check for mobile issues

PART 2 – INTERPRETING CRAWL REPORTS

  • Landscape of Crawl tools – from Xenu Link Sleuth to Deep Crawl and in between
  • The Screaming Frog Interface – The main pane (incl right click options), right pane (overview, Site Structure, Response times), bottom pane (individual URL overview)
  • Gather basic website data
  • Internal Crawl Report (default report) – Meaning of each field, what to look for, how to filter and export
  • Customize the crawl – Include/Exclude URLs, Spider (crawling canonicals, nofollows, robots.txt. etc); Crawl Speed; Choosing User-agent
  • Alternate types of crawls – URL lists, SERPs, Sitemaps
  • Duplicate content – URL report filtered by duplicates, URLs, duplicate titles, canonicals, secure/non-secure dups
  • Thin content
  • Crawling and indexing control (canonical elements, meta robots, etc)
  • Site speed – response times, page size (in bytes), image sizes
  • Missing / Duplicate / Unoptimized page elements (title tags, meta descriptions)
  • Exporting and editing titles and meta descriptions
  • Analyzing Images – sizes, missing alt, over 100kb
  • Analyzing site structure – organization, hierarchy, internal linking (inlinks/outlinks)
  • Exporting bulk data (esp 404s or 302s, canonicalized URLs, images missing alt)
  • Broken internal and external links
  • Sitemaps – creating, exporting, non-200 pages, non-canonical URLs, blocked pages, orphaned pages (in sitemap)
  • Exporting & Reports – Crawl Overview, Redirect Chains, Canonical Errors, SERP Summary

PART 3 – LINK ANALYSIS

  • The difference between a good link and a bad link
  • Linking (Referring) Domains vs. Total Link Count
  • The different types of links (sitewide, widget, embedded in content and editorially given, paid). Followed vs. nofollowed
  • Quality backlinks vs. links from spammy sites or article directories
  • Why it pays to be careful with rich anchor text
  • How to analyze your link data with LinkResearchTools BLP report or with Majestic
  • Google Penguin and Manual Penalties
  • Using LinkResearchTools Link Detox reports to zero in on problem backlinks
  • What to do with problem backlinks
  • Use Google Search Console Crawl Errors report to “recover” incoming broken links
  • How to measure SEO site authority with Moz
  • Using MozBar (or Open Site Explorer) to see where your site’s authority is in comparison to your competitors
  • Looking at your competitor’s link metrics (linking domains/total backlinks)
  • Looking at your competitor’s links: to get ideas, find gaps, get intel on their strategy
  • What keywords/anchor text are your competitors targeting?
  • LinkResearchTools: Quick Domain Compare, Competitive Landscape Analyzer, Competitive Keyword Analyzer
  • Other tools: SEMRush, Searchmetrics

PART 4 –TECHNICAL ERRORS & EASY FIXES

(The following are all mistakes:)

  • Page Titles – Not descriptive, ie. setting the home page title to “Welcome”
  • Page Titles – Putting the Brand or Domain Name as the prefix in every page title on the site
  • Having the same meta description or page title for multiple pages
  • Not setting the page title or meta description
  • Not heeding recommended lengths for your page title and meta description tags
  • Keyword stuffing your tags, including the meta keywords tag
  • Not setting the alt tags on your images
  • Not renaming your images to a descriptive filename before uploading them to your site
  • Not implementing a top level canonical redirect
  • Having multiple URLs point to the same page
  • Having very similar pages in the search engine index
  • Having almost empty pages in the search engine index
  • Not returning a HTTP status code 404 or 410 on pages that are meant to be errors
  • Redesigning your site or moving to a new domain and not redirecting the old URLs
  • Migrating to HTTPS and not redirecting the old URLs
  • Having a slow or mobile unfriendly site (covered more in module 5)
  • Having pages that are too many clicks away from the home page
  • Blocking important pages or directories from the search bots in the robots.txt tile
  • Blocking search bot access to Javascript and CSS files in the robots.txt file
  • Giving the search bot too many pages to crawl
  • Not tagging paginated pages correctly
  • Not having your internal links set up as text links
  • Not using keyword friendly URLs
  • Not having additional tagging as needed: Ie. OG tagging and schema.org tagging
  • Having problematic HTML that has too many syntax errors
  • Not having an XML sitemap submitted to Google Search Console

PART 5 – PAGE SPEED & MOBILE OPTIMISATION

  • Why Page Speed is important for SEO
  • Most common page speed issues (Image size, compression, external JS calls)
  • Measuring page speed with Page Speed Insights (Mobile and Desktop)
  • Measuring page speed with Yslow (Grade, Components, Statistics)
  • Measuring page speed with Webpagetest (load time, first byte time, compress images, cache static content, bytes in). Content Breakdown Report, Waterfall View, Request Details
  • Chrome Developer Tools (Audits/Web Page Performance, Audits/Network Utilization, Timeline)
  • Google Analytics (Site Speed, Page Timings, Speed Suggestions)
  • Types of Mobile sites: Responsive Design, Dynamic Serving, Separate Mobile Site
  • Common Mobile Errors (duplicate content)
  • Google Search Console (Search Analytics – Devices, Mobile Usability, Mobile Device Errors)
  • Page speed insights (Preview, User Experience Score)
  • Chrome developer tools (mobile device emulator)
  • Google Analytics (Mobile Traffic, Overview, Devices)
  • AMP – what is AMP, why is it important, Google AMP Validator

PART 6 – KEYWORD SELECTION & USAGE

  • Keyword research essentials
  • Information keyword tools provide
  • Keyword metrics
  • How Google processes keywords today (RankBrain, conversational queries)
  • Brainstorming a seed list
  • Google Suggest & Related Searches
  • UberSuggest
  • Youtube Suggest
  • Soovle
  • Answer The Public
  • Bing Keyword Tool
  • Google Trends
  • Google AdWords Keyword Planner
  • RankRanger Keyword Finder
  • Hittail Keyword Ideas
  • Moz Keyword Explorer (estimating keyword difficulty)
  • SearchMetrics (competitor keywords, Topic Explorer)
  • SEMRush (competitor keywords, SEO Keyword Magic, featured snippets)
  • Keyword mapping
  • Putting your keyword plan into action
  • Tracking rankings (RankRanger, Stat, AuthorityLabs, or Moz)
  • Applying all your new-found knowledge, a case example
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Date and Time

Location

etc.venues

Garfield House

86 Edgware Road

London

W2 2EA

United Kingdom

View Map

Refund Policy

Refunds up to 30 days before event

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