Websites are like cars: they need maintenance. That may come in the form of updating the CMS, security or plugins. The same goes for SEO. A great SEO strategy will always need reviewing and constant scrutiny of analytics, in order to ensure that you remain on the intended path. To garner the most success from search engine traffic, a fully-fledged campaign is the best bet, where an individual or team can dedicate the correct amount of time to deliver results. SEO audits are a slightly different beast. Audit. A word associated with redundancies or the tax man knocking at your door. It’s a word devoid of happy connotations. But don’t be afraid, they can be very helpful. So where do they fit into the SEO ecosystem, and how can you tell if your website needs one? What’s involved in an SEO audit? Carrying on with the car metaphor, not all cars are the same. The fundamentals might be the same: cylinders, internal combustion, suspension, gears, wheels. But a … [Read more...] about Does your website need an SEO audit?
Conducting the audit
All “walled gardens” need some windows. That’s the essential message from the Association of National Advertisers (ANA), which today issued a call for independent audits in the “walled garden” advertising platforms of Amazon, Foursquare, LinkedIn, Pinterest, Snapchat and Twitter. Facebook, Instagram and Google’s YouTube are not on the list, because they committed last month to independent audits by the Media Rating Council, which would also conduct the audits requested by the ANA. ANA issued the call following a survey of its 89 member organizations, with nearly 90 percent supporting the Facebook/Instagram and YouTube commitments as “very positive” or “moderately positive.” As defined by the ANA, a walled garden is “a platform where the carrier or service provider has control over applications, content, and media, and restricts convenient access to non-approved applications or content.” Transparency has become a … [Read more...] about ANA calls for independent audits of ads in the ‘walled gardens’
Disclaimer: Every situation is unique. This outline of the elements of an off-site SEO audit discusses the common first points I look at with unpenalized sites when I’m looking to enhance their profiles. If you have a penalty or other serious issues, these points are not exhaustive and will not cover all the areas you will need to research or methods to employ. Over the past two months, we’ve pieced together an SEO audit strategy with the first two parts of a three-part series. Today, we’ll be completing the series with a look at auditing your off-site SEO. Regular readers will remember that three months ago, I wrote about performing a manual backlink audit. In that article, we looked at the steps one can use to pull consistent and complete backlink data for a website — but we really didn’t get into what you’re looking for and why, or the many other aspects of off-site SEO that need to be considered. Today, we’re going to do just that. If you … [Read more...] about The definitive SEO audit part 3 of 3: Off-site
At the end of May, I wrote a round-up post of expert opinions on the latest big Google updates: Panda 4.0 and Payday Loan 2.0. Now that it’s been a month or so, I thought I’d ask another group of experts for their opinion on how the update has continued to be reflected in their clients and their own SEO progress. I asked our experts the following: “Now that Panda 4.0 has been out for about a month, have you seen any long-standing changes to website traffic or SERPs? If so, what is your recommendation for first action steps to make the best out of this Google update?” From Marcus Tober, CTO and Founder of Searchmetrics: Unlike with other recent updates, I didn’t see many big changes after the release of Panda 4.0. A couple of well-known brands that landed on the loser list recovered, like yellowpages.com, which returned to nearly the same visibility it had before. When there are quick recoveries like this, it usually means that Google is still tweaking the … [Read more...] about Ask the Experts: What’s Changed After Panda 4.0?
“Content audit” sounds a bit intimidating like something that involves ghastly amounts of time, endless spreadsheets, and dozens of unpaid interns. The word “audit” is so tied up with other unpleasant life experiences that I totally understand if it doesn’t inspire you. But hang on for a second because a “content audit” might be what your site needs to get to the next level. So, what is a content audit? A content audit is a careful look at your website’s existing content in order to make sure that it’s doing what you want it to do — driving the right kind of traffic, containing the right kind of keywords, and improving conversions. The reason this is important is because the content of your website is the most important factor in your website’s existence. To be blunt, your content is your website. That’s why a content audit matters. It’s about improving the very soul of your website – its content. With … [Read more...] about How to Conduct a Content Audit on Your Site