Weitere ähnliche Inhalte Ähnlich wie Technical SEO Auditing: How healthy is your site? (20) Mehr von Builtvisible (20) Kürzlich hochgeladen (20) Technical SEO Auditing: How healthy is your site? 1. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Technical SEO auditing: how
healthy is your site?
William Nye | Senior Technical Consultant | william@builtvisible.com
2. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
1. Historic performance
2. SEO issues
3. Recommendations
William Nye | Senior Technical Consultant | william@builtvisible.com
Today we’re going to review an affiliate
site from an organic perspective.
3. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
How do we identify SEO issues?
William Nye | Senior Technical Consultant | william@builtvisible.com
4. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Technical
Crawl Efficiency
Navigation
Best Practice
Authority
Content Marketing
Outreach
Link acquisition
Relevancy
Keyword Targeting
On-page optimisation
SEO
5. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
playslotcasinos.com
Domain info
• Domain registered on 14/11/2013
• First crawled by
web.archive.org: 10/3/2014
• 343 indexed search results
• Static HTML build
• Responsive
6. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Historic performance
William Nye | Senior Technical Consultant | william@builtvisible.com
7. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Historic performance
8. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Is it still ranking?
William Nye | Senior Technical Consultant | william@builtvisible.com
9. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Current rankings
109 299 525
1719
11567
0
2000
4000
6000
8000
10000
12000
14000
1-5 6-10 11-15 16-20 26-30
#ofKeywords
Desktop Organic Rankings (US) – Positions 1-30
Ranking in the top 10 for 408 terms monitored by SEMrush. Ranking in the top 30 for 14219.
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William Nye | Senior Technical Consultant | william@builtvisible.com
Search opportunity
Total opportunity only around 3k p/m for ranking keywords – but this doesn’t include long tail.
1530 1460 3900
8940
89700
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
1-5 6-10 11-15 16-20 26-30
SearchesPerMonth
Organic Search Opportunity (US) – Positions 1-30
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Top SEO issues
• Link profile
• Site quality
William Nye | Senior Technical Consultant | william@builtvisible.com
12. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Link profile
William Nye | Senior Technical Consultant | william@builtvisible.com
13. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Link growth overtime
Large quantity of linking domains discovered October 2014 - Jan 2015; big increase in visibility.
0
100
200
300
400
500
600
700
800
Referring Domains for playslotscasinos.com
14. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Link attrition
Only 11% of the links recorded are still alive. Low quality usually results in high attrition.
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William Nye | Senior Technical Consultant | william@builtvisible.com
Link quality
Low quality linking root domains with low topical relevancy and commercial anchor texts.
16. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Link quality
Unsurprisingly most linking root domains are < 10 Trust Flow (data from Majestic).
0
10
20
30
40
50
60
1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80
Trust Flow Per Domain
17. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
• Quality: Site needs better links to rank effectively, over the long
term
• Anchor Text: Commercial anchor text usage should be minimal
• Topical Relevancy: More relevant links needed
Next steps: Full link profile should be reviewed and the worst links
disavowed
William Nye | Senior Technical Consultant | william@builtvisible.com
Link profile recommendations
18. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Site quality
William Nye | Senior Technical Consultant | william@builtvisible.com
19. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
Quality updates
Later decreases correlate highly with updates aimed at content quality and user intent.
Panda 4.2
Phantom 3
Core Update
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Places an emphasis on E-A-T: expertise, authoritativeness and
trustworthiness
Signs of lowest quality pages
• Pages or websites that are created to make money with little to no
attempt to help users
• Pages or websites created with no expertise or pages which are highly
untrustworthy, unreliable, unauthoritative, inaccurate or misleading
• Violations of the Google Webmaster Quality Guidelines.
William Nye | Senior Technical Consultant | william@builtvisible.com
Source: http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
Google quality rater guidelines
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William Nye | Senior Technical Consultant | william@builtvisible.com
Site design
Low quality templated design doesn’t inspire trust. This leads to bad user engagement.
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William Nye | Senior Technical Consultant | william@builtvisible.com
Link quality
Unique textual content but it’s very low in quality. Updates like Phantom have been punishing
sites were textual content doesn’t match user intent.
23. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
• Textual Content: Rewrite copy, only including text that matches the
intent of the page. Emphasis on quality of content produced
• Design: Improve the design for both mobile and desktop users with
an emphasis on trustworthiness and usability
• E-A-T: Continued focus around E-A-T throughout the site
William Nye | Senior Technical Consultant | william@builtvisible.com
Quality recommendations
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Why should I care?
William Nye | Senior Technical Consultant | william@builtvisible.com
25. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Because the opportunities are rapidly
diminishing
William Nye | Senior Technical Consultant | william@builtvisible.com
26. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
William Nye | Senior Technical Consultant | william@builtvisible.com
The elephant penguin in the room
• 85 weeks since the last refresh on
18/10/2014
• Next update is supposedly “real time”
• Apparently it’s coming soon
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What should affiliates do?
William Nye | Senior Technical Consultant | william@builtvisible.com
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Focus on producing websites that provide
real value
William Nye | Senior Technical Consultant | william@builtvisible.com
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The best affiliate sites already do this
William Nye | Senior Technical Consultant | william@builtvisible.com
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William Nye | Senior Technical Consultant | william@builtvisible.com
Link quality
Try and find a point of difference – whether it’s the quality of the site, exclusivity in what you
offer or another USP.
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Whatever Google does, someone, somewhere, will always
find a way to beat the system.
However, using these tactics will always be higher risk.
Affiliates need to pick the right model for their business.
William Nye | Senior Technical Consultant | william@builtvisible.com
Final thoughts
32. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Thanks!
William Nye | Senior Technical Consultant | william@builtvisible.com
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