3. #SMX #24A @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 #24A @BenjArriola
SEO Breakdown
SEO Diagnostics
Content Marketing
Foundational
Continuous
Technical SEO Diagnostic
Objective
Crawlable, Indexable
Information Architecture
Optimized HTML code
Page Speed
5. #SMX #24A @BenjArriola
Technical SEO Diagnostic
Objective
Crawlable, Indexable
Information Architecture
Optimized HTML code
Page Speed
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
OpenGraph Tags HTML code crawl Identify all pages with
missing OpenGraph Tags
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
OpenGraph Tags HTML code crawl Identify all pages with
missing OpenGraph Tags
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.
www/no-www
Trailing slash
Folder index/default page
Empty/Default/Zero Variables
Dynamic Parameter Order
Tracking IDs/Session ID’s
Page 1 Pagination
Print Version
Faceted Navigation
Infinite Loop/Recursive Folders
Mobile Site
Secure & Non-Secure
example.com & www.example.com
example.com & example.com/
/index.html, /default.htm, /index.php
?x=&y=1, ?x=0&y=1, ?y=1
?x=1&y=1, ?y=1&x=1
?utm_source=social, ?sid=ncKFUECak
/products/, /products/page1
/faqs/, /faqs/print, /faqs/?print=1
/shoes/men/running/nike, /shoes/running/men/
/new/prod-x/, /new/new/prod-x/, /new/new/new/prod-x/
mobile.example.com, /m, /mobile, /mobi
http://example.com & https://example.com
6. #SMX #24A @BenjArriola
Technical SEO Diagnostic
Objective
Crawlable, Indexable
Information Architecture
Optimized HTML code
Page Speed
• Free
• Uses local memory
• Can export tab
delimited files
• Very large sites can
be challenging
• Scripting tools help
• Inexpensive
• Uses local memory
• PC & Mac
• Many other SEO
factors checked,
existence of duplicate
titles, audit of heading
tags, etc.
• Inexpensive
• SaaS, runs in the cloud
• Not OS dependent
• Not memory dependent
• Can run with your computer off.
• Tracks more SEO factors.
7. #SMX #24A @BenjArriola
• Free
• Uses local memory
• Can export tab
delimited files
• Very large sites can
be challenging
• Scripting tools help
• Inexpensive
• Uses local memory
• PC & Mac
• Many other SEO
factors checked,
existence of duplicate
titles, audit of heading
tags, etc.
• Inexpensive
• SaaS, runs in the cloud
• Not OS dependent
• Not memory dependent
• Can run with your computer off.
• Tracks more SEO factors.
Technical SEO Diagnostic
Objective
Crawlable, Indexable
Information Architecture
Optimized HTML code
Page Speed
8. #SMX #24A @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
Site Architecture & SEO
Passes Domain Authority It is important to have everything under the
same domain to maximize domain authority.
9. #SMX #24A @BenjArriola
Diagnostics
- Crawlable
- Indexable
- Visible
- Keywords
- Taxonomies
- Microformats
- Page SpeedContent
Marketing
- Informative
- Valuable
- Interesting
- Resource
- Intriguing
- Inspiring
- Up-To-Date
- Useful
- Funny
- Controversial
Link
Bait
Passes Link Juice
Improves
Ranking
Passes Domain Authority It is important to have everything under the
same domain to maximize domain authority.
Targets related keywords
Branded Search
Targets more specific long tails
Targets more general fat heads
Site Architecture & SEO
10. #SMX #24A @BenjArriola
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
Planning
the site
architecture
leads to many
other things
Site Architecture & SEO
11. #SMX #24A @BenjArriola
Information Architecture Tools for SEO
All indexed
subdomains
Topic
Hierarchy
Taxonomy /
Folksonomy
…and a gazillion more
out there…
12. #SMX #24A @BenjArriola
Technical SEO Diagnostic
Objective
Crawlable, Indexable
Information Architecture
Optimized HTML code
Page Speed
Objective
Crawlable, Indexable
Information Architecture
Optimized HTML code
Page Speed
13. #SMX #24A @BenjArriola
HTML, JS, CSS, Etc.
Woorank
Website Grader
SEO Site checkup
Iwebchk
W3C HTML Validator
Schema / Microformats
Code Audit Tools
14. #SMX #24A @BenjArriola
Technical SEO Diagnostic
Objective
Crawlable, Indexable
Information Architecture
Optimized HTML code
Page Speed
Objective
Crawlable, Indexable
Information Architecture
Optimized HTML code
Page Speed
20. #SMX #24A @BenjArriola
Objective
Readable by Users &
Search Engines
Duplicate Content
Thin Content
Linkable Assets
Panda
Competitor Content
SEO Content Audit
Can run a mass check on all pages for a word count.
More of a manual check to see if there is some type
of content that is desirable to link to.
Connect you Google Analytics account to overlay your
site’s historical timeline to mark algorithm update dates.
21. #SMX #24A @BenjArriola
Objective
Readable by Users &
Search Engines
Duplicate Content
Thin Content
Linkable Assets
Panda
Competitor Content
SEO Content Audit
More of a manual check to see what type
of content your competitors have to offer.
Research on competitor keywords
22. #SMX #24A @BenjArriola
SEO Content AuditBacklink Profile Analysis
Objective
Link Quantity
Link Quality
Bad Links
Penguin
23. #SMX #24A @BenjArriola
The Search
Engines
SEO Content Audit
Objective
Link Quantity
Link Quality
Bad Links
Penguin The Crawlers
The tools
that connect to the
tools above
Backlink Profile Analysis
and a lot more…
25. #SMX #24A @BenjArriola
Quantity Quality
Quantity
Google Webmaster Tools
Bing Webmaster Tools
Majestic
Moz OpenSiteExplorer
aHrefs
Sistrix
Link Research Tools
CognitiveSEO
SEMRush
Backlink Factor Metrics
Cemper Power*Trust
Quality (Power)
Google PageRank
# of Backlinks of the
Backlink
Total Backlinks of the
Domain
Keyword Focused
Majestic Citation Flow
Follow or No Follow
Hosting Country
Site Wide vs. Single
Page
Cemper PowerTM
Quality (Authority & Trust)
TrustRank
Google Indexed
Moz Page Authority
Moz Domain Authority
IP Diversity
Anchor Text Diversity
Majestic Trust Flow
Deep Linking
Domain Age
Domain Name Extensions
.gov/.edu/.org
ccTLD
Cemper TrustTM
26. #SMX #24A @BenjArriola
SEO Content AuditBacklink Profile Analysis
Objective
Link Quantity
Link Quality
Bad Links
Penguin
Objective
Link Quantity
Link Quality
Bad Links
Penguin
Unnatural Link Detection
28. #SMX #24A @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 also correlated 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.
29. #SMX #24A @BenjArriola
SEO Content AuditTechnical SEO Diagnostic
Summary
Backlink Profile Analysis
Enterprise SEO Platform
YSlow
Links to all tools will be available on: http://bit.ly/smx24a
30. #SMX #24A @BenjArriola
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
Download This Presentation
bit.ly/smx24a
Includes Links To
All Tools Mentioned
Benj Arriola
Technical SEO Director
The Control Group