Strategical SEO Audits that Drive Growth at #DigitalOlympus

#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti

Strategical SEO Audits that Drive Growth Actionable Tips to Identify the Issues & Opportunities that Matter Most

#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti


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SEO Audits > Checklist Validating the current status of your SEO is just the start


#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#StrategicSEOAudits del #DigitalOlympus by @aleyda from @orainti#crossfunctionalseo at #SearchFest by @aleyda from @orainti

Your audits should not only validate & assess all of the areas influencing your site organic search status


Technical Configuration CRAWLABILITY & INDEXABILITY

Content RELEVANCE

Links POPULARITY

Your Site


But also take into consideration your current search performance, behavior & potential of target audience


Current Organic Search Performance

Your Site


Content RELEVANCE

Links POPULARITY

Audience Search Behavior &

Industry Potential




Industry Potential

#crossfunctionalseo at #SearchFest by @aleyda from @orainti

.. as well as the existing situation vs. your competition


Your Site


Content RELEVANCE

Links POPULARITY

Your Competition



#crossfunctionalseo at #SearchFest by @aleyda from @orainti

To prioritize & target your SEO processes actions accordingly


Your Site


Content RELEVANCE

Links POPULARITY

Your Competition

High

Low

Medium

Medium

Low

Low


Industry Potential


Here you have a few questions to make your audits strategical & target them to drive growth



Let’s start by understanding your current organic search performance vs. your competitors



Which are your current best ranked queries and their related metrics per device? Clicks, Impressions, Position

Identify those with a top position but low CTR as well as the existing gap

per device for each metric


Do the same analysis with your content: which queries are they ranking and for which they have a best & worst performance?


Easily go through the queries for each page by using URLprofiler


Or onpage.org! Use Onpage too to identify your areas & categories bringing more organic search visibility

http://onpage.org


What’s your organic search visibility vs. your competitors? It’s about a higher volume or better positions?

Puregym has more traffic with less terms: Target More volume or has

better Rankings?

Use SEMRush


Which Queries Are Driving this Organic Search Visibility & Traffic to your competitors vs. Your Site?

Identify the ones they target that you don’t or the ones

both of you are not ranking well with

Use SEMRush


Which Pages Are Driving Organic Search Visibility & Traffic to your competitors vs. Your Site?

Identify which content they have and are getting

traffic with that you still don’t

Use SEMRush


These questions will likely allow you to identify quick wins to prioritize your SEO actions targeting!

Top pages that your competition is already leveraging to get top

organic visibility & traffic

Top queries that you’re still not ranking well but you already have content for

+Top queries that your

competitors are already ranking well for but you are

not

Top pages that both your competitors and you are not ranking that well with

high volume queries

+

Top queries for which you’re already ranking well

but you have a low CTR

Top queries per device that you’re still not leveraging with specifically relevant

content but it will be easy to create


Now let’s assess the existing search potential and the gap vs. your own & competition status

Audience Search Behavior & Industry Potential


What additional queries do your audience have? Expand per category, location & characteristics

Identify which content they have and are getting

traffic with that you still don’t

Use SEMRush


Check also those that your competition used to rank with in the past but have lost over time

Identify the potential reason for the lost:

Change of content or Web structure?

Use SEMRush


Which of these queries categories & locations have a positive search trend & higher mobile search volume?

Use Google’s Keyword Tool


Which of your competitors are making the most out of the identified mobile search potential & how are they doing it?

Identify the specific queries & pages they’re using to target them: Compare

them to yours!

Use Sistrix


What’s the identified top queries difficulty & which ones offer the opportunity to increase visibility w/ SERPs functionalities?

Use SEMRush


These questions will likely allow you to prioritize queries with higher growth opportunities

Queries with high search volume and low difficulty

level that you already have pages for but

you’re not ranking with

Queries with low-medium search volume & low

difficulty level with a growth trend over time

+Top Relevant Queries that your competition used to

rank for but are not targeting anymore

Queries with high difficulty level but SERP

functionality that is easily targetable

+

Queries with high search volume & low-medium

difficulty that you’re not targeting but is easy & meaningful to create

content for

Specific Mobile search queries that you’re still not targeting with your Mobile

Web presence


Let’s verify your link popularity status & the gap vs. your competition

Link profile & preferences


What’s your site link authority vs. your competitors?

Identify if it’s a matter of link volume or popularity

Use CognitiveSEO


Which Websites are linking to your competitors that are still not linking to you?

Do their unique links coincide with the ones of

higher authority?


Which Pages Are Getting More links to your competitors vs. Your Site?

Compare the targeted queries & topics and correlate with those with higher visibility


What type of sites are providing more links to your competitors vs. your own?

Identify the share of site wide, high domain influence & links per country.


What’s the share of highly optimized links vs. “spontaneous” ones

Is there any specific tactic that can be identified from these links

characteristics?


Which of your links and those of your competitors are going to error pages?


Based on the identified characteristics: What type of links you should prioritize to create?


And last but not least, how you’re optimizing your pages from a technical and content perspective for those priority queries

Content & technical Optimization


Verify if your non-indexable, redirected, canonicalized, blocked or error pages coincide with those that you should

use to target your highest potential queries

Prioritize the technical optimization of those pages that will target the queries

with highest potential


Prioritize the optimization of content & key elements -titles, descriptions, headings, text, images- for those targeting top

queries

Start optimizing the key content elements of those pages with the

highest opportunities


Are you not sure if you should target the query or not? Follow this Flow-Chart!


By Following these questions & process your audits will prioritize those actions that will drive the highest growth



Questions?


Marketing

Strategical SEO Audits that Drive Growth at #DigitalOlympus