How to Do an SEO Audit in 15 Minutes or Less with David McSweeney -AMS-02-.mp3
Speaker 1 Hi, guys, David McSweeney here with each. Today, I’m going to run you through a process. I used to give me a quick feel for a website and hopefully identify some issue issues in the process. So you can see I’ve got a number of tabs open here, which will be used shortly, but before I do that, I’m actually just going to nip over to a program called Beam US Up, which is basically a Web crawler that will spider the site the way Google sees it. I’m using Pimas up, but you could use Squibbing Frogh or any alternative crullers to do the same. So I’m just going to start that process in the background and. Well, that’s going ahead. We can get back over here and start going through the website itself. OK, so first things first, we’ll go to the website we’re going to be auditing on this particular one is an e-commerce site called Toy Universe, dot com, dot EU. So we’re on the homepage of the site.
And if we just quickly view the source, let’s take a look at some fundamental on page factors. First of all, we’ve got the title tag can see the target in a couple of different keywords here, my kids toys, online, toy store, et cetera, I would personally be wanting to see the brand at the front there. But that’s something we can look at. They’ve got a better description in place. Looks OK. Unbeatable prices for shipments to some key points in there, which is what you want to get across in your method description. Think of it as your advert in the search results. Then we’re just going to do a quick search, just control of the living room on windows and just check the each one tag. So, again, you can see there’s a couple of keywords in there, which is fine. Nothing spammy, though, with each tube, which is fine, let’s just double check this only yet we only have one instance of the two, Nemelka each three.
We’ve got feature products, which is maybe one, two, perhaps three. And the other ones, there’s an awful lot of them. But basically they’re just targeting subcategories, just probably fine. OK, we’ll close that. OK, next, we’ll have a look at natural products. So scroll down will go for the Zimmers appeal of pop star. So, again, we’ll have a look at the same kind of things, first of all. Just fear the source and. Second to load up, sorry about that. So subtitle we’ve got here looks like it’s the name of the product that looks like the category. And then Toys Online, which I don’t really think we need to. So that’s probably something that can change descriptions and place looks reasonable. Not too bad. Three to one again. And just the product, which is fine each to. That seems OK, and it’s three. Yeah, these are these they’re going to have to have to potentially change. So that’s something we can possibly have to think of it.
OK, so whatever we’re on here, what we’ll do is we’ll actually just grab some of the text from here. So I’m just going to grab a sentence from here, I’m going to turn it over to Google. And in this case, we’ll be using Google Australia, so let’s just paste in that text in quotation marks and we can see the 17 results returned and in fact, there’s quite a lot of different sites there, so. Yep, that’s that’s definitely could be an issue, common issue with e-commerce sites. OK, second thing we’re going to look at is the search for the brand. Just make sure the ranking for the brands, which they are, which is fine. And while we’re here, we’ll search for my kids toys on the line, which was one of the main phrases they were targeting. You can see the position for present. So they’re in the ballpark, but there’s definitely room for improvement. OK, and final thing where we’re here, let’s search site Kolon, Toy Universe, dot com, the EU, which will return basically all the pages Google currently has indexed and we can see the six thousand one hundred ninety, which may be an issue. I know they have about two thousand products from talking to them before.
So that could potentially be an issue with the way the catalogs currently indexing, which is quite a common problem with e-commerce sites, but that’s something we can look at later. OK, so next we’re going to jump over to Google search console. Family, of course, webmaster tools. We’ll just have a quick couple of checks. First of all, let’s just check and see if there’s any crofters. You can see this is quite a few not phoners. Which is possibly the way the states currently dealing with those products or expired products, but that’s something we cannot take a look at, some access denied errors, which is really something we need to look at to. And also, let’s just have a quick look at e-mail improvements now. Most of this up on the big call of Enron, but it’s worth having a quick look and see what Google is giving us this information as well. So you can see they’re picking up some duplicate title tax. Etc., which is probably something we’re going to need to take a look at, a short meta descriptions, etc., so we can take a look at that due process.
Next, we’re going to jump in to Google Analytics. But before we do that, I’m just going to pause for a second and change my screen size so as not to give away any financial information. Bear with me. OK, so now we’re in analytics and you can see I’m actually on the acquisition overview screen so we can just have a quick look at how much traffic is currently coming from search. So we can see there’s there’s about 200 to 300 a day coming from search, and we’re looking at kids who are looking at basically August at the moment. At we’ll also look at is. We just could run quite a long range here. It’s going to go back to 2012. And if you buy. We were listening. So I’m just looking to see if there’s any big pics of. Peaks and dropoffs, which we can see there are actually a couple of peaks here, but the time of the Christmas period, which I would expect would be seasonal, so I don’t think it’s going to concern ourselves with. I can see overall traffic sort of taking a slight increase, it’s quite stagnant at the moment. It’s going up again. No, actually. It could be could be the build up to Christmas as well. And I’m just going to change the range back to August. And will go by day again. And we’re going have a quick look at the landing pages. So we can see like it was like was a big one, layby information, which is seems to be weakening quite a lot of traffic that is a lot different than the pages. Two hundred and sixty five, which suggests reasonable site health. So that’s something we could take a bit more look at a bit more detail in the future. OK, I’m going to pause again now and go back full screen for the next step. So we’re now in each race itself and we’re just on the overview page for The Domain. We’re just gonna have a quick look at the of overall health and link profile, et cetera. You can see the sixty four different domains at present. Let’s just take a quick look at the anchor text distribution and anchors close. We can see no one is Nicotero, which is good, 21 percent. And we’ve got branded search is so rebranded anchor second 11 percent. I see this Quello branded anchors in there, which is very good. And overall this looks like a mixture of products, et cetera, which which is nothing to be concerned about. An and good. So scroll it back up, let’s have a look at broken links and the inbound links. This is often we can find some quick wins. So this would basically be sites that are linking to pages that no longer exist for a fortnight, so there’s actually a few of them in there. So we could set up three or one redirects for those old pages or we could reach out and ask the link in to change the scenes, the links. OK, and no, let’s actually just go and have a look at referring to means I will just do a very quick of sniff test on the Lincoln domains themselves. OK, so let’s order by domain rating so we’ve got the most powerful links at the top. We can see these look to me, these look pretty decent. Anyone you’re not so sure about, you can obviously just open clicking the link and have a look at it. This looks absolutely fine. High school down. Nice spread to you. Nothing that looks particularly worrying from what I can see. Perhaps things like this are something to take a closer look at, but. For the moment. We just wanted to make sure there was nothing but obviously spam in there, which it doesn’t seem to be. So that’s all all good so far. OK, we’re not going to jump into too cold, the Pan Am going to buy Barracuda. This is a free two and what this does is it actually just overlays Google’s algorithmic updates over your search traffic. So if we turn them all on, we can see when the various updates where we can see if that corresponds to any particular dropsonde traffic. Now, there is if I turn back just to Penguin, we can see there is a big drop off here which does tie in with Penguin. But I suspect this has more to do with the seasonal spike as opposed to anything else. We can see a big, big increase October, so devastating as we get closer to Christmas. So I don’t think this is anything to worry about. But, you know, something we could possibly take a closer look at. There’s a very, very useful tool just to quickly analyze any potential penalties that the site may have incurred. So just a couple more steps to go now if we never know what we’re going to use as Google’s page speed and sites, and we’ll just have a look at the homepage for now. But this is obviously you could start looking at individual pages and really, really analyze and less. But for the moment, we’ll just take a look at the homepage. So it’s just going to take a few seconds just to analyze the page and return for us any issues it thinks we should fix to speed up the site, you can see is the moment we’re going to score of 50 of 100 for mobile, which is not not amazing. So there’s certainly a few issues we could potentially fix here. Desktops give me seventy three out of 100, which again, there’s probably some some changes we can make just to speed the site up of it, which should help with our rankings, everything else being equal. And finally. What we’re going to do is we’re going to have a quick look at structured data and just see if there’s anything in here that could be causing an issue. So for this, I’m going to grab a product again and I’m just going to pace the URL in here and validate. Again, I’ll just take a couple of seconds just to analyze the page, we can see, in fact, this is returning errors. At present. Which looks like it’s to do with. Reviews. So this is something that we’re going to have to address to make sure that the rich snippets are showing up in search results for the products. So that that’s pretty much there with all the on site steps in the 50 minute audit. So we’ve got about a minute to spare. So what we can do is just back over to be Mossop. And we can see that the crawl we started at the start of this process is now completed and five thousand one hundred eighty nine URLs that have been found. And this is just going to give us information like the title lengths, etc, etc., canonical URLs, all information. We can use it also over here actually split down things like duplicate pages, duplicate titles, which we can see this quite a lot of their. Titles missing, each one is missing, etc., all information we can use to basically clean up the site and get it ranking better. So that’s a 50 minute audit completed, and you can see that even in the short time we picked up a number of issues we can work upon to improve our site. Cecille. Obviously, from here, you want to really deep dove in, and this is not meant to be an exhaustive process. This is just to give us an overview of the site and pick up any major issues that might be holding us back is very much a process you can run through yourself. And for most sites, you’ll certainly find two or three issues at least that you can work upon. And the notice below is a link to the blog post that accompanies this video where I discuss the steps and a little more detail and also linked to the various tools we used along the way. Any questions or comments? Just leave them below and I’ll see you soon. Thanks.