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SEO/SEM Auditing

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Resources Required

Google Resources

  • Data Studio
  • Analytics
  • Search Console
  • Ads
  • Tag Manager
  • Trends

Bing Resources

  • Webmaster Tools
  • Microsoft Advertising (Bing Ads)

SEO Powersuite Tools

  • Rank Tracker
  • WebSite Auditor
  • SEO Spyglass
  • LinkAssistant

WordPress Resources

  • Yoast SEO

Google Resources

Google Data Studio

Data Studio is a free tool that turns your data into informative, easy to read, easy to share, and fully customizable dashboards and reports.  Make your reports interactive with viewer filters and date range controls.
More: https://support.wynnesps.com.au/kb/google-data-studio

 

Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand.

More: https://support.wynnesps.com.au/kb/google-analytics

 

Google Search Console

Google Search Console is a web service by Google which allows webmasters to check indexing status and optimize visibility of their websites.

More: https://support.wynnesps.com.au/kb/google-search-console

 

Google Ads

Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place ads both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos.

More: https://support.wynnesps.com.au/kb/google-ads

 

Tag Manager

Tag Manager gives you the ability to add and update your own tags for conversion tracking, site analytics, remarketing, and more.

More: https://support.wynnesps.com.au/kb/google-tag-manager

 

Trends

Google Trends is a website by Google that analyses the popularity of top search queries in Google Search across various regions and languages. The website uses graphs to compare the search volume of different queries over time.

More: https://support.wynnesps.com.au/kb/google-trends

 

Bing Resources

Bing Webmaster Tools

Bing Webmaster Tools is a free service as part of Microsoft’s Bing search engine which allows webmasters to add their websites to the Bing index crawler and see their site’s performance in Bing.

Bing Webmaster Account needs to be setup for each client to feed into Rank Tracker.

Setup new/view accounts: https://www.bing.com/webmasters

More: https://support.wynnesps.com.au/kb/bing

 

Microsoft Advertising (Formerly Bing Ads)

https://ads.microsoft.com/

We have yet to consider this option, but needs to be investigated.

 

SEO Powersuite

Developer Knowledgebase

Video Tutorials: https://www.link-assistant.com/video.html

SEO Workflow: https://www.link-assistant.com/seo-workflow.html

 

More: https://support.wynnesps.com.au/kb/seo-powersuite

 

SEO PowerSuite was designed to combine immense SEO capabilities with straightforwardness and extreme ease of use.  Research keywords, improve pages, analyze backlinks, understand website structure.

 

Rank Tracker

Monitor ranking over time for specific keyphrases.  View which pages are showing first for those keyphrases.  Compare results to direct competitors.

> Setup Rank Tracker

WebSite Auditor

This is essentially an easier to follow version of Search Console. Similar to Google Lighthouse

 

SEO Spyglass

See all of your backlinks and referring domains. Along with the list of the backlinks themselves, you’ll see your backlinks broken up into categories for more convenient management.

 

LinkAssistant

Backlink building assistant.

 

WordPress Resources

Yoast

Yoast SEO is a search engine optimization plug-in for WordPress.

https://yoast.com/seo-blog/

 

Process & Strategy

STEP 1: Establish Client Goals

  • Establish what the clients goals are. (EG: More leads for certain services)
  • What keyphrases they may want to focus on.
  • Who are their closest 3 competitors

STEP 2: Collect and Compare

Using DataStudio:

  • Review/record the top 10-20 (or more) terms that users searched over the past 3-6 (or more) months.
  • Review/record the top 1-20 (or more) landing pages.
  • Do the same with Rank Tracker if applicable.

Using Google Search and Trends:

  • If you Google a keyphrase, click on a listing (preferably our clients – also click on a couple more pages to avoid contributing to high bounce rate) then click back to the search results a “People also searched for” section appears. Steal ideas from that.
  • Using keyword research in conjunction with Google Trends to establish if there are other keyphrases that may be worth tracking.

Using Rank Tracker:

  • Ensure all client suggested terms and TOP DataStudio search terms are being tracked.
  • Competitors are added, and Google/Bing results are being tracked.
  • Establish the recommended FOCUSSED search terms.
  • Assign the most appropriate page for FOCUSSED search terms.
  • Does the assigned page have suitable SEO and if it is being outranked by another page on the website?
  • If history exists, check how search terms are performing compared to previous results.
  • If any URL’s have changed over time, are they being redirected (301)

Using WebSite Auditor:

  • Run the Auditor across the entire website
  • Report all errors/warnings in a summary – how many pages are being effected, etc.
  • Identify/recommend the top 5-10 (or more) pages to focus on.
  • Add them to the page specific review section of Auditor

STEP 3: Report and Recommend

  • Use the information collected to advise what needs improving and how much we suggest it will cost to manage and monitor over X months (recommend a minimum of 3 months).
1) Notify them of the keywords we’re tracking and what we have identified as “high” – prompt for client is to also include other phrases they want to track. We will then run them through the system and decide if worth labeling as “high”.
2) List what pages are bringing the most views Top 20? Do any of these result surprise you? Are there pages/phrases you would rather be pushing? These may be for the services/products that make the most $$ for the business. Or services/products they want to boost.
3) List what pages require immediate action. What are our recommendations and how much we estimate this will cost. It may be $2000 worth of work that the client wants done immediately or stretched out over 3 months. In which case, we will need to establish a priority order.
How do we establish what requires immediate action?
  • High Priority phrases that are dropping in rank
  • Pages that we deem important (eg: categories/products) with poor SEO value
  • Pages that will improve rank on High priority keyphrases.
4) Content, design ad plugin improvements to assist with conversions. EG: stronger call to actions, improved user-flow, live chat, etc.
5) List improvements around their Google Ads (if applicable):
  • Campaign types and bidding strategies
  • Keyphrase match type (broad, phrase match, etc)
  • Negative Keywords
  • Simplifying or creating more specific ads (See LB4 Sport seasonal campaigns for example)
  • Target locations (state/international)
  • Using TagManager to track conversions.  This is very important for converting from maximise clicks to maximise conversions.
6) Create dialogue about:
  • Tracking conversions – Does the client have a system for tracking where their business comes in?  In addition to that using TagManager for additional data collection to help user flow and Google Ads (next steps).
  • What the clients preferred method of contact is.
    EG: Do you have a higher conversion rate when people call. Or do your customers prefer the ease of booking/ordering online? Do they tend to have a lot of questions that require answering before purchasing? FAQ’s or live chat for example.
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