This document outlines a 5-step organic digital marketing SEO process: 1. Crawl the site to check for issues using a tool like Screaming Frog. Ensure the site is indexed properly. 2. Check for integrity issues like duplicate content or broken links and make the site easy for search engines to crawl. 3. Identify and address duplicate versions of the site. 4. Optimize pages by mapping keywords and checking URL structures, titles, and metadata. 5. Continually monitor and refine the site using various analytics and SEO tools.

2. Organic digital marketing
G
Global
Campaigns
G
Creativity &
Connection
G
Delight &
Inform

5. STEP 1
Crawl
Screaming Frog
Use a crawling tool:
• Review use of Robots instructions &
other crawl/indexing inhibitors
• Login/Authorisation/IP Restrictions
• Check error pages return correct
headers
• Look for spider traps
Use 'site:' to check site is indexed
Setup webmaster tools

6. STEP 2
Integrity
Make it easy for
robots
Important checks:
• Domain/Sub Dom Equity Dilution
• Messy Site Architecture
• Update all internal redirects
• Fix all broken links
• Review canonical tag
• Page-speed check

7. STEP 3
De-Dupe
Common signs:
• http://example.com
• http://www.example.com
• Test servers/Site Mirrors
Search Google/whois etc for dupe domains
DuplicateTitles, Descriptions & H tags
Fix pagination (rel prev/next)
Use Copyscape

8. STEP 4
Optimise
Map keywords to pages
Check URL Structure
Titles, Meta, AltText

9. STEP 5
Refine

11. Proactive Monitoring
GWT Checks and
Index Status
Check website
visibility
Review
Pagespeed

12. G
Messages G
Crawl Stats
& Errors
G
Search Queries

13. GSearchMetrics GSEMrush G
Rank Checks
(Authority Labs)

14. Gtools.pingdom.com Gwebpagetest.org G
Google
Pagespeed Insights

15. Onsite Changes
Stock Procedures
Site Maintenance

16. • Stick a sign on it
• Pre-order/reserve
• Don’t 404!
• 301 to an equivalent?
• 301 to a customised
landing page
• 410 to reduce index
wastage

17. Risks:
- Crawl may abandon site
- 404 may end in deindexing
- Ranking Drops

18. International Strategy
HREFLANG
Domain /
Subdomain /
Subfolders

20. International Monitoring
Check traffic levels
in analytics from
each country
Check which
domains rank

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