How to Do an SEO Audit in 15 Minutes or Less with David McSweeney [AMS-02]
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How to Do an SEO Audit in 15 Minutes or Less with David McSweeney [AMS-02]

[Music] Hi guys, David McSweeney here with Ahrefs. Today, I’m going to run you through a
process I use to give me a quick fuel for a website and hopefully identify
some SEO issues in the process. So, you can see I’ve got a number of tabs open
here, which we’ll be using 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’ll spider the site the way Google sees it. I’m using “Beam us up” but you
could use Screaming Frog or any alternative crawlers to do the same. So
I’m just going to start that process in the background and while that’s going
ahead we could get back over here and start going through the website itself.
Okay, so first things first. We’ll go to the website we’re going to be
auditing and this particular one is an e-commerce site called So we’re on the home page 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 you can see they’re targeting a couple of different keywords
here like ‘kids toys’, ‘online toy store’, etc. I would personally be wanting to see the
brand at the front there, but that’s something we can look at. And they’ve got
our Meta Description in place, which looks ok. and unbeatable prices for our shipping so
they’ve got some key points in there which is what you want to get across in
your Meta Description. Think of it as your advert in the search results
and then we’re just going to do a quick search. Just ctrl + F on
Windows and just check the h1 tag. So again you can see there’s a couple of
keywords in there which is fine. Nothing spammy though. And we’ve got an H2 below it which is fine let’s just double check that we only have one
instance of these two. Then we’ll check H3. We’ve got feature
products which is maybe want to perhaps move out of h3 and the other ones there’s
an awful lot of them but I am basically it looks like they’re just targeting
subcategories. Which is probably fine. Okay, we’ll close that. Okay, next, we’ll have a
look at an actual product. So scroll down and we’ll go for the Zoomer Zuppy Love – Pupstar. So again, I’ll have a look at the same kind of things first of all.
Just view the source, and take a little second to load up. Sorry about that.
So the title we’ve got here looks like it’s the name of the product then that looks
like the category and then toys online which I don’t really think we need there.
So, that’s probably something that can change. Add descriptions in place,
looks reasonable not too bad. I will look for the H1 again and just in with the
product just fine. H2, it seems ok. And H3s, these look like they’re going to have to potentially change. So that’s
something we can possibly have a think about. Ok, so while while we’re on here
what we’ll do is we’ll actually just grab some of the text from here. So we’re
just going to grab a sentence from here and we’re going to nip 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 for tons, and in fact,
there’s quite a lot of different sites there so yep, that’s definitely
gonna be a common issue with e-commerce sites. Ok, second thing, we’re
going to look at is if we search for the brand, just make sure they’re ranking for their
brand, which they are which is fine. And while we’re here we’ll search for my
kids toys online which was one of the main phrases they were targeting. You can
see the position for at the present time, so they’re in the ballpark but there’s
definitely room for improvement. Okay, and final thing while we’re here,
let’s search site colon toy universe dot com dot EU, which will return basically all
the pages Google currently has indexed. And we can see that there are 6119 results, which may be an issue. I know they have about 2000 products from talking to them before so
that could potentially be an issue with the way the catalog is currently
indexing, which is quite a common problem with ecommerce sites, but that’s
something we can look at later. Okay, so next we’re going to jump over to Google
Search Console, formerly of course Webmaster Tools and we’ll just have a
quick couple of checks. First of all, let’s just check and see if there’s any
crawl errors. You can see this that there is quite a few “not found” errors which is possibly
the way the site’s currently dealing with overstock products or expired
products but that’s something we can take a look at. There’s some access
denied errors, which is maybe something we can look at too. Also, let’s just
have a quick look at HTML improvements. Now, we’ll pick most of this up on the
big crawl we’re running, but it’s worth having a quick look and see what Google
is covering this information as well, so you can see they’re picking up some
duplicate title tags etc which is probably something we’re going to take a
look at. Short meta descriptions etc so we can take a look at that and you do
process. Next, for today we’re going to jump into
Google Analytics, but before we do that I’m just going to pause for a second and
change the screen size so as to not to give away any financial information; go with
me. Okay, so over in Analytics, you can see I’m actually on the acquisition>
overview screen, so we can just have a quick look how much
traffic’s currently coming from search. So we can see there’s as about you know
200 to 300 a day currently from search. And we’re looking at basically August at the moment. What we’ll also have a quick look at is, I’m just going
to run quite a long range here just going to go back to 2012 and view
by week. Bear with me. So, I’m just looking to see if there’s
any big peaks and drop-offs, which we can see that there are actually
a couple of big Peaks here but the time in the Christmas period which I would
expect would be seasonal, which is not to concern ourselves with. And we
can see overall, traffic’s taking a slight increase, but it’s quite stagnant at the
moment it’s gone up again now actually. This could be the build-up to
Christmas as well and I’m just going to quickly change the range back to
August and we’ll go by day again. And we’re gonna have a quick look at landing
pages, so we can see Legos is a big one. “Lay by information”, which seems to be getting quite a lot of traffic.
And it’s quite a quite a lot of different landing pages (265), which
suggests reasonable site health. So that’s something we could take a bit
more of a look at in a bit more detail in the future. Ok, I’m going to pause again
now and go back to full screen for the next step. So we’re now in Ahrefs
itself, and we’re just on the overview page for the domain. We’re just going to
have a quick look at the site’s overall health and link profile etc. You
can see there are 64 referring domains at present. Let’s just take a quick look at
the anchor text distribution and anchors cloud. And we can see number one is the naked URL, which is good (21%). Then we’ve got branded search, sorry, branded anchor, which is second at 11 percent. I see this quite a lot
of branded anchors in there which is very good and overall this looks like a
mixture of products etcetera which is nothing to be concerned about and all
good. So scrolling back up, let’s have a look at broken backlinks under inbound
links. This is often where you can find some quick wins. So this would basically
be sites that are linking to pages that no longer exists that basically are returning 404s now. So, there’s actually a few of them in there. So we could set up 301 redirects for those old pages or we could reach out and ask
the linking sites to change the links. Okay, and now, let’s
actually just go in and have a look at referring domains and we’ll just do a
fairly quick sort of sniff test on the linking domains themselves.
Okay, so let’s order by domain rating, so we’ve got the most powerful links at the
top and we can see these look to me, pretty decent. Any ones you’re
not so sure about you can obviously just pop in, click on the link, and have a look
at. This looks absolutely fine. I have scrolled down and there’s a nice sort of spread to your
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
want to make sure there is nothing particularly, obviously spammy in there
which it doesn’t seem to be. So that’s all good so far. Okay, we’re now going
to jump into a tool called the “Penguin Tool” by Barracuda. This is a free tool
and what this does is 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 were, and we can see if that corresponds to any particular drops in
traffic. Now, if I switch back to Penguin, we can see there is a big
drop-off here which does tie in with penguin, but I suspect this is more to do
with the seasonal spike as opposed to anything else. We can see a big
increase in October and so it dips down as we get closer to Christmas, so I don’t
think this is anything to worry about. But, you know, it’s something we could
possibly take a closer look. This is a very, very useful tool just to quickly
analyse any potential penalty the site may have incurred. So just a
couple more steps to go now. If we nip over now, what we’re going to use is
Google’s PageSpeed Insights, and we’ll just have a look at the home page for
now. This is obviously, you could start looking at individual pages and really
really analyzing this but for the moment we’ll just take a look at the the home
page. So, it’s just going to take a few seconds just to analyze the page and
it’ll return for us any issues that thinks we should fix to speed up the
site. You can see it’s getting at the moment we’re going to score of 58 over
100 for mobile, which is not not amazing. So, there’s certainly a few issues we
could potentially fix here. Desktop is giving a 73 over 100 which again, there’s
probably some some changes we can make just to speed the site up a bit, which
should help with our rankings with 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 paste the URL in here, fetch and
validate, and again I’ll just take a couple of seconds just to analyze the page.
You can see in fact that 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 product. So that says pretty much everything with all the on site
steps and the 15-minute audit. So we’ve got a minute to spare so what we can
do is just nip back over to Beam us up and we can see that the crawl we started
at the start of this process is now completed. And there’s 5189 URLs that have been
found. And this is just going to give us information like the title links
etc etc, canonical URLs; all information we can use. It also, over here, actually
split down things like duplicated pages, duplicate titles, which we can see
there’s quite a lot of their. Titles missing, each one’s missing etc. All
information we can use to basically clean up the site and get a ranking
better. So that’s our 15 minute audit completed and you can see that even in
this short time we’ve picked up a number of issues we can work upon to improve
our site’s SEO. Obviously from here, you want to really deep dive 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 may be holding us back. It’s 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
notes below is a link to the blog post that accompanies this video where I
discuss the steps in a little more detail and also link out to the various
tools we used along the way. Any questions or comments, just leave them
below and I’ll see you soon. Thanks.


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