Establishing an Audit Framework
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If you're an Internet marketer and have to do any kind of site audits, you may benefit from this presentation. It culminates in a Google Doc with 300+ audit checkpoints.
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Establishing an Audit Framework
- 1. establishing an audit framework annie cushing seer interactive @anniecushing
- 2. do you approach audits this way? seer interactive @anniecushing
- 3. most expensive mistakes we see regularly
- 4. 1. subdomain reporting errors in GA @anniecushing
- 5. www.seerinteractive.com rcs.seerinteractive.com @anniecushing
- 6. pro tips to minimize chaos add an annotation to analytics change in beginning of month concatenate in excel seer interactive @anniecushing
- 7. 2. index bloat seer interactive @anniecushing
- 8. causes of bloat borked internal linking search results pages ecommerce parameters faceted navigation seer interactive @anniecushing
- 9. 5.8 million pages indexed! @anniecushing
- 10. @anniecushing
- 11. @anniecushing
- 12. That’s a reduction of 10k+ visits! Custom GA Report: bit.ly/SJdX0t @anniecushing
- 13. let’s do some math 5.8 million pages indexed in Google 37k pages received organic traffic 645 drove revenue for Feb .6% of pages indexed received traffic .01% of pages indexed generated revenue
- 14. seer interactive @anniecushing
- 15. 3. ppc traffic reporting in organic seer interactive @anniecushing
- 16. totally random aside @anniecushing
- 17. I wasn’t the only one fooled @anniecushing
- 18. others: PPC CPC @anniecushing
- 19. or use this advanced segment bit.ly/exclude-ppc @anniecushing
- 20. 4. dirty sitemaps “Your sitemaps need to be clean. We have a 1% allowance for dirt in a sitemap. Examples of dirt are if we click on a URL and we see a redirect, a 404 or a 500 code. If we see more than a 1% level of dirt, we begin losing trust in the sitemap”. — Duane Forrester
- 21. seer interactive @anniecushing
- 22. 5. sitemap hasn’t been submitted FACT: Sitemaps are so easy to submit, surely everyone does it. seer interactive @anniecushing
- 23. since caffeine in june 2010, google has an easier time finding sites’ pages seer interactive @anniecushing
- 24. but bing has a harder time and is more dependent on sitemaps to find sites’ pages seer interactive @anniecushing
- 25. 6. loss of valuable links homepage that 302s pages with links that 404 pages that 500 seer interactive @anniecushing
- 26. a potential solution a checklist of 300+ checkpoints google doc for ease of updating seer interactive @anniecushing
- 27. organization of google doc
- 29. include screenshot urls in observations More: http://bit.ly/screenshot-apps @anniecushing
- 30. seer interactive @anniecushing
- 31. seer interactive @anniecushing
- 32. seer interactive @anniecushing
- 33. seer interactive @anniecushing
- 34. seer interactive @anniecushing
- 35. seer interactive @anniecushing
- 36. tools google doc @anniecushing
- 37. links to these google docs bit.ly/audit-post seer interactive @anniecushing
- 38. extras in the post tips on how to structure and format audit in word link to both google docs @anniecushing
Editor's Notes
- intimidating – current audit three passeschaoticmy goal: reduce the chaos by providing a framework
- I’m going to talk about some of the more expensive mistakes we see to provide some context – and hit on solutions.I’m not going to go into deep detail on the solutions b/c you’ll get that in the document I’ll share at the end.
- if your site has multiple subdomains (www, blog, reviews, etc.) AND you use GA, there’s a filter that’s CRITICAL.if you don’t include this filter the traffic for all your subdomains will be blended into blob.biggest victim: homepage of your main domain b/c each subdomain’s homepage is going to be dumped into the homepage, sabotaging all your homepage metrics.you also won’t be able to segment by subdomain.
- CLICKclick on admin > select your profile >
- CLICK
- CLICKborked internal linking:common to find links to non-canonical pages in navigation, breadcrumbs, and even the logo.search results:links to search results instead of the static page.parameters:sort, color, type, size, etc.both gwt and bwt give you a list of parameters they find in your site.for large ecommerce sites these parameters can result in literally millions of pages of low-quality duplicate content.faceted navigation:these are filters that help users pare down paginated results.if they use parameters, they can add to the malaise.
- CLICKit used to be you had to enter site:yourdomain.com to see how many pages google has indexed. now gwt gives you a historical view of your indexed pages.
- CLICKwhen i looked at their organic traffic for that month, I saw this …47,225this number is MUCH higher than reality
- CLICKwhen i looked at their organic traffic for that month, I saw this …47,225this number is MUCH higher than reality
- CLICKwhen i looked at their organic traffic for that month, I saw this …47,225this number is MUCH higher than reality
- CLICK
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- Sr Product Manager for Bing Webmaster Tools
- bing is such a girl
- CLICK
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- CLICK302s:One client had more than 20,000 links to their homepage from high-authority sites. They never built a single link - were all natural.Martha Stewart, MSNBC, CNN, etc. All b/c they were featured in a movie.They changed their CMS and redirected / to /home.Equivalent of packaging all of your links into one link.404:Recently client had 404 pages with links from high-authority news sites and even the house of reprentatives.one of our associates, ethan, found these and is doing link reclamation, which can be infinitely more valuable for high-authority sites than link building!
- CLICK
- tabs along the bottom
- tabs along the bottom
- make a note about how to use ahrefs but noticed that the page had a lot of charts on it, so I included a screenshot of the chart you want to look for.
- you’ll see this notation a lot.>’s mean drill down