Tools used for SEO Audits, from the technical side, content side and link profile analysis side. For all links going to the tools, they will be added on: http://engineering.thecontrolgroup.com/tools-for-running-seo-audits-an-smx-presentation/

1. #SMX #21A @BenjArriola
Benj Arriola Technical SEO Director - The Control Group
SEO AUDIT
TOOLS, TIPS & TRICKS

2. #SMX #21A @BenjArriola
Benj Arriola
Technical SEO Director
The Control Group

3. #SMX #21A @BenjArriola
SEO Breakdown
SEO
On-Page
Server Settings
& Code
Web Designers, Web
Developers, Network
Administrators
Content Writers
Off-Page Links
Buzz Makers,
Viral Marketers,
Content
Promotion
SEO Diagnostics
Content Marketing
Foundational
Continuous
Content
Marketing
SEO
Diagnostics

4. #SMX #21A @BenjArriola
SEO Diagnostics
Content Marketing
Foundational
Continuous
SEO
On-Page
Server Settings
& Code
Web Designers, Web
Developers, Network
Administrators
Content Writers
Off-Page Links
Buzz Makers,
Viral Marketers,
Content
Promotion
Content
Marketing
SEO
Diagnostics
Objective
• Crawlable, Indexable
• Information Architecture
• Optimized HTML code
• JS Frameworks
• Page Speed
• Mobile Optimization
SEO BreakdownTechnical SEO Diagnostic

5. #SMX #21A @BenjArriola
Xenu Link Sleuth
• Free
• Uses local memory
• Can export tab delimited
files
• Very large sites can be
challenging
• Scripting tools help
• Inexpensive
• SaaS, runs in the cloud
• Not OS dependent
• Not memory dependent
• Can run with your
computer off.
• Tracks more SEO factors.
Crawling Tools
• Inexpensive
• Uses local memory
• PC & Mac
• Many other SEO factors
checked, existence of
duplicate titles, audit of
heading tags, etc.

6. #SMX #21A @BenjArriola
Crawling Tools Data
SEO Issue Crawler Data What Crawling Tools Can Do
Broken Links Missing pages Identify all links leading to
missing pages
Bad HTTP Status Headers HTTP Headers List all 4xx, 5xx, non-301
redirects
No XML Sitemap Full URL List Generate XML Sitemaps
Blocked URLs Robots.txt or Noindex Meta
Tag
List all pages block
AJAX Usage HTML code crawl Identify all pages using AJAX
OpenGraphTags HTML code crawl Identify all pages with missing
OpenGraphTags
Thin Content Word Count Identify pages with thin
content
Duplicate Content URL list,Titles and Meta
Descriptions
Identify duplicate titles and
meta descriptions. List down
URL patterns that may
contain duplicate content.
SEO Issue Crawler Data What Crawling Tools Can Do
Broken Links Missing pages Identify all links leading to
missing pages
Bad HTTP Status Headers HTTP Headers List all 4xx, 5xx, non-301
redirects
No XML Sitemap Full URL List Generate XML Sitemaps
Blocked URLs Robots.txt or Noindex Meta
Tag
List all pages block
AJAX Usage HTML code crawl Identify all pages using AJAX
OpenGraphTags HTML code crawl Identify all pages with missing
OpenGraphTags
Thin Content Word Count Identify pages with thin
content
Duplicate Content URL list,Titles and Meta
Descriptions
Identify duplicate titles and
meta descriptions. List down
URL patterns that may
contain duplicate content.
Duplicate Content
• www/no-www
example.com & www.example.com
• Trailing slash
example.com & example.com/
• Folder index/default page
/index.html, /default.htm, /index.php
• Empty/Default/ZeroVariables
?x=&y=1, ?x=0&y=1, ?y=1
• Dynamic ParameterOrder
?x=1&y=1, ?y=1&x=1
• Tracking IDs/Session ID’s
?utm_source=social, ?sid=ncKFUECak
• Page 1 Pagination
/products/, /products/page1
• PrintVersion
/faqs/, /faqs/print, /faqs/?print=1
• Faceted Navigation
/shoes/men/running/nike, /shoes/running/men/
• Infinite Loop/Recursive Folders
/new/prod-x/, /new/new/prod-x/, /new/new/new/prod-x/
• Mobile Site
mobile.example.com, /m, /mobile, /mobi
• Secure & Non-Secure
http://example.com & https://example.com

7. #SMX #21A @BenjArriola
Information Architecture Tools
All indexed
subdomains
Topic Hierarchy
Taxonomy /
Folksonomy
…and a gazillion
more out there…

8. #SMX #21A @BenjArriola
Site Architecture & SEO
Helps in the
planning of the
generation of
XML sitemaps
Should be in a
similar
structure as
the
breadcrumb
navigation
Reflects a
similar topic
hierarchy
• Topic Hierarchy
• Taxonomy
• Folksonomy
• Keyword
Research
• Categorization
• Grouping by
Tags
Analyzing the
existing site
architecture
may lead to
many other
things

9. #SMX #21A @BenjArriola
Diagnostics
- Crawlable
- Indexable
-Visible
- Keywords
-Taxonomies
- Microformats
- Page SpeedContent
Marketing
- Informative
-Valuable
- Interesting
- Resource
- Intriguing
- Inspiring
- Up-To-Date
- Useful
- Funny
- Controversial
Linkable
Assets
Passes Link Juice
Improves
Ranking
Passes Domain Authority It is important to have everything under the
same domain to maximize domain authority.
Site Architecture & SEO

10. #SMX #21A @BenjArriola
Diagnostics
- Crawlable
- Indexable
-Visible
- Keywords
-Taxonomies
- Microformats
- Page SpeedContent
Marketing
- Informative
-Valuable
- Interesting
- Resource
- Intriguing
- Inspiring
- Up-To-Date
- Useful
- Funny
- Controversial
Linkable
Assets
Passes Link Juice
Improves
Ranking
Passes Domain Authority It is important to have everything under the
same domain to maximize domain authority.
Site Architecture & SEO
Targets related keywords
Branded Search
Targets more specific long tails
Targets more general fat heads

11. #SMX #21A @BenjArriola
HTML, JS, CSS, etc.
• Woorank
• Website Grader
• SEO Site checkup
• Iwebchk
• W3C HTML Validator
• HTML Validator Firefox Plugin
Code Audit Tools
• Code auditing tools are not 100% perfect and may
not be 100% in-line with your SEO beliefs.
• Can automate some task making it easier to check
some SEO issues.
• Having valid HTML markup is a good practice but
does not necessarily give a significant boost in
rankings.

12. #SMX #21A @BenjArriola
Schema / Microformats
• Just because microformats do not exist does not mean it is loosing a lot
in search engine ranking.
• Microformats help out more in SERP appearance, help triggering rich
snippets, and knowledge graphs.
• Rich snippets descriptions & knowledge graphs may or may not be
helping you gain website traffic.
• Microformats though not a strong ranking factor, if it helps improve
clickthrough rates, then the CTR can help improve ranking.

13. #SMX #21A @BenjArriola
• Disable JS & CSS
• Web Developer Toolbar
• Headless Browsers*
• Phantom JS
• Selenium
• Prerender*
• Prerender.io
JS Frameworks Using Heavy AJAX
Examples of JS Frameworks that
can cause lots of SEO issues.

14. #SMX #21A @BenjArriola
Page Speed
YSlow
• Task Runners*
• Grunt
• Gulp
• Task Runner Automate:
• Code
Minifying/Uglyfying
• JS and CSS file
Consolidation
• Image Quality /
Resolution
Optimization
• ShorteningVariables
• Removing Unnecessary
Comments

15. #SMX #21A @BenjArriola
Mobile Optimization
• Mobile Phone Emulator
• Browser Resizer
• Google Pagespeed Insights
• Google Mobile Friendly Test

16. #SMX #21A @BenjArriola
Objective
• Readability
• Duplicate Content
• Thin Content
• Panda
• Competitor
Content
SEO Content Audit

17. #SMX #21A @BenjArriola
Readability
Readability Scores:
• Flesch-Kincaid, Gunning-Fog, Coleman-Liau,
SMOG Index, Automated Readability Index
• These tools automatically compute the readability
scores of a webpage.
• Opinions vary on the results of test if they are
effective measures of appropriate school grade
levels of comprehension.

18. #SMX #21A @BenjArriola
Internal Duplicate Content
Duplicate Content
External Duplicate Content

19. #SMX #21A @BenjArriola
Thin Content
Roughly estimate if pages have
this content by determining the
word count on all pages.

20. #SMX #21A @BenjArriola
Panda Update
Overlay dates of Google
updates on your Google
Analytics Timeline

21. #SMX #21A @BenjArriola
Competitor Content
Add together keywords of your competitors and
subtract keywords that already exist on your site to
find new keyword opportunities.

22. #SMX #21A @BenjArriola
Audience Insights
Not just a plain social listening tool counting mentions. Find
more on net sentiment, passion intensity, trending term
associations, brand reputation, conversation drivers (people,
sites and location), popular content and more!

23. #SMX #21A @BenjArriola
Objective
• Link Quantity
• Link Quality
• Bad Links
• Penguin
Backlink Profile Analysis

24. #SMX #21A @BenjArriola
Backlink Data Sources
The Search
Engines
The Crawlers
The tools
that connect to the
tools above
and a lot more…

25. #SMX #21A @BenjArriola
Quality vs. Quantity
Quantity Quality

26. #SMX #21A @BenjArriola
Quality vs. Quantity
Quantity Quality
 Quantity
 GoogleWebmasterTools
 BingWebmasterTools
 Majestic
 Moz OpenSiteExplorer
 aHrefs
 Sistrix
 Link ResearchTools
 CognitiveSEO
 SEMRush
Cemper Power*Trust
 Quality (Power)
 Google PageRank
 # of Backlinks of the
Backlink
 Total Backlinks of the
Domain
 Keyword Focused
 MajesticCitation Flow
 Follow or No Follow
 Hosting Country
 SiteWide vs. Single Page
 Cemper PowerTM
 Quality (Authority &Trust)
 TrustRank
 Google Indexed
 Moz PageAuthority
 Moz Domain Authority
 IP Diversity
 AnchorText Diversity
 MajesticTrust Flow
 Deep Linking
 Domain Age
 Domain Name Extensions
 .gov/.edu/.org
 ccTLD
 CemperTrustTM

27. #SMX #21A @BenjArriola
• Moz Tool Bar
Domain Authority
• Link Research Tools
Power*Trust
• Open SEO Stats
Browser Plugins for Score of Authority, Trust & Credibility

28. #SMX #21A @BenjArriola
Bad Links / Toxic Links
Unnatural Link Detection

29. #SMX #21A @BenjArriola
Enterprise SEO Platforms

30. #SMX #21A @BenjArriola
Enterprise SEO Platforms
In alphabetical order…
Enterprise SEO Platforms
 They are not just reporting tools, they are analysis tools to help make better SEO decisions.
 Data from multiple sources are not just displayed together, but alsocorrelated to each other.
 Saves tons of man hours in producing reports from pulling data manually from various sources and putting them
together using spreadsheets like MS Excel, Google Spreadsheets, etc.
 Spend more time analyzing and optimizing than generating report views.

31. #SMX #21A @BenjArriola
Technical SEO Diagnostic
Summary
SEO Content
Audit
Backlink Profile Analysis
Enterprise SEO Platform
YSlow
Links to all tools will be available on: http://engineering.thecontrolgroup.com

32. #SMX #21A @BenjArriola
SEE YOU AT THE NEXT #SMX
THANK YOU!