SEO Troubleshooting Sections:
• 15 Minute SEO Audit
• 10 Minutes Brand Reputation Audit (Not included in this blog post)
• Identification of Search Engine Penalties (not included in this blog)
15 Minute SEO Audit
The basics of SEO problem identification can be done in about 15 minutes. By completing this audit I recommend you take notes on the basis of the action items contained in each section. This will help later when you make a deeper immersion of the website. This audit is not exhaustive (see Chapter 9 for an on-site audit fully annotated), but to help you quickly identify the main problems that can convince customers that their services are worthwhile and should be given the opportunity to deepen. The most intelligent reading this section you can see it is based on the ideas expressed in Chapter 2. Fools reading this will think that is Harry Potter. The latter might enjoy more, but the first end with SEO skills better.
Prepare your browser
Before you begin your audit must set your browser to act more like search engine crawlers. This will help you identify simple tracking errors. You'll need to do the following:
disable cookies in your browser
Change your user-agent Googlebot
How I can do this and why is it important?
When search engines crawl the Internet usually do it with a user-agent string "that identifies them (Google is Googlebot and msnbot Bing is) and in a manner which does not accept cookies.
To see how to change your user agent go to Chapter 3 (picking the right SEO Tools) and see to change the user-agent. Setting the Googlebot user-agent that increases your chance to see exactly what Google is seeing. It also helps to identify problems of camouflage (cloaking is the practice of showing one thing to search engines and a different thing for users. This is what they call sarcasm penaltybait Googlers.) To do this well, a second pass over the site with its normal "user-agent is needed to identify the difference. That said, this is not the main objective of this quick trip through the given website.
In addition to this, you should also turn off cookies within your browser. By disabling them, you will be able to find the tracking issues associated with the preferences that you do on the page. A prime example of this is the intro page. Many sites will ask you to choose your primary language before they can enter your site. (This is known as an introductory page.) If you have cookies enabled and you have chosen your preferences, the website does not show this page again. Unfortunately, this does not happen for search engines.
This tactic language is extremely damaging from a SEO perspective, it means that every link in the address of the website is diluted as it will have to go through the introductory page. (Remember that search engines always see this page because you can not select a language) This is a big problem, because as we noted in Chapter 1, the main direction (ie www.example.com/) is usually the most tied to the page of a site.
Homepage
Then go to the address of the site and pay particular attention to the first impression of the page. Try to be as faithful to his opinion as possible and not thinking about it. You must come from the perspective of the casual browser (This will be easier because at this point you may not have paid any money and is much easier to be casual when not blocked by the client) Follow this by doing a quick review SEO Metrics very basic. To complete this step, you must do the following:
Notification of first impression and the resulting sense and feel about the reliability of the page
Read the title tag and find out how you could improve
To see if the address has changed (as in you are redirected to www.example.com/ to www.example.com / lame-keyword-in-URL-trick.html)
Check the canonical URL
How I can do this and why is it important?
The first step in this list helps you to align with potential web users. It is the basis for comprehensive audit and provides the basis for you to build. You can see the numbers all day, but if you can not see the web page as the user, will fail as an SEO.
The next step is to read the title tag and determine how we can improve. This is useful because when you change the title tags is easy (a major exception to this is if the client uses a difficult Content Management System.) And it has a relatively large direct impact on the rankings.
Next you need to turn their attention to the URL. First, ensure that redirects are not what happened. This is important because the addition of redirects dilutes the amount of link juice that actually makes the links on the page.
The last action item is to run a quick search on canonical URLs. The complete list of URL formats to check if it is in Chapter 2 (Relearning how you see the web). As control of the title tag, this is easy to check and provides a high work-effectiveness.
Secret
Usability experts generally agree that the old practice of cramming as much information as possible "above the fold" content pages and websites is not ideal. Make a call "to action" in this area is certianly important, but it is not necessary to put all important information there. Many tests have been done on this and the evidence overwhelmingly shows that users scroll vertically (especially when the lead).
Global Navigation
After checking the foundations of the homepage, you should direct your attention to the global navigation. This system acts as the main channel for link juice. Specifically, you will want to do the following:
Temporarily turn off JavaScript and reload the page
Make sure the navigation system works and that all links are HTML links
Take note of all the sections that are linked to
Re-enable Javascript
How I can do this and why is it important?
As we discussed in Chapter 2 (Relearning how to see the site), site architecture is critical to search friendly web sites. The global navigation is fundamental to this. Imagine that the website you are seeing is the right of ancient
His first action is to disable JavaScript section. This is useful because it forces you to view your website from a user perspective very basic. It is also a perspective similar to search engines.
After you turn off Javascript, then reload the page and see if the global navigation still works. And often not going to discover one of the main reasons given customer is having problems indexing.
View Source on Next and see if all the navigation links are true HTML links. Ideally, they should be because they are the only class that can spend their entire link value.
The next step is to note which sections are linked. Ideally, all the main sections will be linked to the global navigation. The problem is, you will not know what all the main sections until you are further along in the audit. For now only to note and keep a mental list as you browse the website.
Finally, re-enable Javascript. While this is not necessary from the perspective of search engines, will ensure that
Secret
The global navigation menus are search engine lists appear as regular HTML unordered search engines and people who do not have JavaScript enabled and / or CSS. These menus using HTML, CSS pseudo-classes and optionally JavaScript to provide user feedback on your mouse position. You can see an example of this in Chapter 9.
Pages Category / Subcategory pages (if applicable)
After finishing with the website and for world shipping, you need to start diving deeper into the website. In the river analogy, category and subcategory pages are the forks in the canals. You can be sure they are optimized using the following procedure:
Make sure there is enough content in these pages to be useful as a single search result.
Find and note the strange links on the page (there should be no more than 150 links)
Take notes on how to improve the anchor text used for sub / content pages
How I can do this and why is it important?
As I mentioned, these pages are the main ways to juice a website link. They help to do so if one page (most often the main page) gets a lot of links, the rest of the pages on the website can also get a share of the profit. The first point of action requires that you have a view on whether or not the page be useful as a search result. This goes with my philosophy that every page on a website must be at least one link of a little decent. (You must pay your own rent, so to speak) As each page has the inherent capability to collect links, webmasters should make at least a minimum amount of effort to make all links page worthy. There is no problem with someone entering a cycle (of a search engine result or the site of a third party) in a category or subcategory page. In fact, you can save a click. To complete this step, identify if this page would only be useful for someone with a relevant query. Think for yourself:
1. Is there content on the page helps to provide context?
2. Is there a design element to break the monotony of a long list of connections?
Take note of the answers to both questions.
The next action item is to identify the strange links on the page. Remember, in Chapter 2 we discussed the value of the bond amount of a given link can be passed depends on the number of links on the page. To maximize the benefit of these pages, it is important to remove all foreign links. Returning to our analogy river, such links are the equivalent of "channels anywhere." (Built by the ancestors of the ancient Romans of Alaska Senator Ted Stevens)
To complete the last action item of this section, you will have to take notes on how to better optimize anchor text of links on this page. Ideally, it should be as specific as possible. This helps search engines and users to identify what landing pages are about.
Secret
Many people do not realize that category and subcategory pages a really good chance of qualifying for highly competitive phrases. When optimized correctly, pages that have links to all its children pages of content, the website (giving them popularity) and include a wealth of information about a specific topic (relevance). Combine this with the fact that each link goes to one of his sons also helps content page to the given page and you have a pyramid structure for successful classification.
Web Content
Now that you have reviewed the home page and navigation pages, the time of the audit of the meat of the website content pages. To do this, you must complete the following:
Check and note the format of the heading tags
Check and note the format of the Meta description
Check and note the format of the URL
Check if the content is indexable
Check and note the format of alt text
Read the content as if the search for
How I can do this and why is it important?
The first step is to check the labels given page title. This is important because it is both useful for the rankings and is the anchor text used in the search engine results. You do not achieve a link value of these links, but act as incentives for people to visit your site.
Tip:
SEOmoz did some tests intensive search engine ranking correlation factors on the topic of title tags. The results were quite clear. If you are trying to rank for a very competitive term, it is best to include the keyword at the beginning of the title tag. If you are competing for a period of less competitive and brand can help make a difference in clickthrough rates, it is best to put the name of the mark in the first place. With regard to special characters, I prefer the pipes for the aesthetic value, but hyphens, dashes n-, m-dashes and subtraction are all good signs. Thus, the format of best practices for title tags is one of the following:
• Primary Search - Keywords High | Brand
• Brand | Primary and Secondary Keyword Keywords
View http://www.seomoz.org/knowledge/title-tag/ up to date information
Like the action item first, the second point has to do with a metric that is directly useful for search engines instead of people (which are only indirectly useful to the people once they are shown search engines.) Control the source meta description see or use the mozBar and make sure that is compelling and contains relevant keywords at least twice. This inclusion of keywords is not useful to view the ranking, but because the party are in bold type in the search results.
The next action item is to check the URL for the optimization of best practices. Like Danny Devito, URL should be short, relevant and easy to remember.
The next step is to ensure that the content is indexable. To make sure, make sure the text is not contained in an image, flash or within a frame. To ensure that you are indexing, copying a whole sentence from the block of content and search inside the quotation marks in a search engine. If there is indexable.
If there is any image on the page (as it probably should be for the good of the users) must ensure that the images have appropriate alternative text. After running tests on SEOmoz about it, my colleagues and I found that the relevant anchor text was highly correlated with high rankings.
Finally and possibly most important, you should take the time to read the contents of the page. Read from the perspective of a user who just get a search result. This is important because the content of the page is the main purpose of the existing page. As an SEO, it can be easy to become blinded to the contents of quick audits. Remember, content is the main reason for this user reached the page. If it is not useful Vistors leave.
Links
Now that you have an idea of how it is organized web page is the time to see what the world thinks. You'll need to do the following:
See the total number of links and the amount of root domains linking to the given domain
See the anchor text of incoming links distribution
How I can do this and why is it important?
As you read in Chapter 1 (Understanding Search Engine Optimization), links are very important in search engine algorithms. Therefore, you can not get a full picture of a website, without analyzing their linkages.
This measure requires that you get two different parameters about the incoming links to the given domain. Moreover, these indicators can be very misleading due to internal links. Together they provide a more complete picture that makes the accounting of possible linkages and therefore more accurate. At the time of writing, the best tool for collecting the data is through SEOmoz Open the Web browser.
The second action requires you to analyze the side of the relevance of the links. This is important because it is a big part of search engine algorithms. This was discussed in Chapter 1 (Understanding Search Engine Optimization) and proof as true now as it did when you read it before. For these data, I recommend using Google Webmaster Central.
Search engine inclusion
Now that you have gathered all the information you can about how the website exists on the Internet since it is time to see what search engines have done with this information. Select your favorite search engine (you might need to Google) and do the following:
Look for the given domain to ensure that it is not penalized
View or minus the number of pages indexed particular Web site
Find three of the more competitive keywords that relate to the given domain
Pick a random content page and the search engines for duplicate content
How I can do this and why is it important?
As a SEO, all your work is completely useless if search engines do not react to it. In a less degree this is true for webmasters as well. The action items above will help you identify how the website given is answered by the search engines.
The first step is simple to do but can have serious affects. Just go to a search engine and find the exact URL of the main page of your domain. Assuming that is not new, should appear as the first result. If not, and is a site created, then you have major problems and was probably thrown out of the indexes of search engines. If this is the case, it is necessary to identify clearly and quickly.
The second point of action is also very easy to do. Go to any major search engine site and use the command (as defined in Chapter 3) to find almost every page of a domain that are indexed in the engine. For example, this might seem like the site: www.example.com. This is important because the difference between the number that is returned and the number of pages that actually exist in one place says a lot about how healthy is a domain in a search engine. If there are more pages in the index that exists on the page, there is a problem of duplication of content. If there are more pages on the actual site is in the search engine index, then there is a problem of indexing. Or are bad and should be added to the notes.
Compliance with the following order action is a quick exercise to see how the site is optimized given. To get an idea of it, simply search for three of the more competitive terms you think that the website rank reasonably determined. You can speed this process by one of the followers are the third party that are available. (See Chapter 3)
The final action item is to do a quick search for duplicate content. This can be done by accessing a content page indexed at random from the given web page and search for either the title tag (between quotes) or the first sentence of the content page (also in quotes). If more than one result of the given domain, then it has doubled content problems. This is bad because it is forcing the website to compete against itself to see the ranking. This forces the search engine to decide which pages are more valuable. This decision process is something that is best avoided, because it is difficult to predict the outcome.
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