Charlie is SEO Director at Digital Marketing Agency, Banc. He has almost a decade of Technical SEO experience, having worked at agencies in Chester, Liverpool & Manchester and has become a keen advocate of advanced onsite technical SEO. He now combines this with public speaking and helping to develop the young digital marketing talent at Banc.
Who should attend this course?
To get the most out of this course, we recommend having a fundamental understanding of technical SEO and feel confident navigating your way through Google Analytics and Google Search Console. If you don’t feel like you’re quite there yet – you might want to check out our SEO fundamentals or GA fundamentals training courses.
If you register for one of our training courses you don’t only get a day of in-depth and practical training from some of the industry’s most respected professionals, you also get a ticket to Europe’s biggest specialist SEO event.
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There’s simply no worse feeling than putting aside a day out of the office to go to a training course, handing over your cash and a course failing to live up to your expectations.
We do all we possibly can to make our courses the best you’ve attended but if you ever feel we didn’t live up to your expectations, we’ll give you a total refund, no questions asked.
The process of auditing a website is one of the key SEO processes, regardless of whether you’re working for an agency, as a freelancer or in-house. This practical and hands-on course really delves into detail on how to produce world class audits; The kind of audits that deliver better results, that you can charge more for and that make the most of the search marketing opportunity for you or your client’s business.
Detailed Course Outline:
Throughout the day you’ll walk step-by-step through everything you should be looking for and including in your SEO audits.
PART 1 – GOOGLE SEARCH CONSOLE REVEALED
- Verify yourself as site owner
- Keep track of multiple users with access privileges
- Integrate into Google Analytics
- Crawl errors and what to do with them
- Search analytics – track clicks, impressions, CTR, position. Export data at least every 90 days, preferably 30. Filter by mobile.
- Upload XML Sitemaps. Different types of sitemaps. Include important fields in the sitemaps. Observe what is rejected from the sitemaps. (also include Sitemaps directive in robots.txt)
- Indexation levels – make sure everything is indexed but not duplicate content
- Check for manual penalties (“manual actions”)
- Check for duplicate content and problems with title tags and meta descriptions
- Check for schema.org structured data errors.
- Check for robots.txt errors
- Check for abnormalities with Googlebot crawling your site
- Review your backlinks and unnatural looking anchor text
- Check for mobile issues
PART 2 – INTERPRETING CRAWL REPORTS
- Landscape of Crawl tools – from Xenu Link Sleuth to Deep Crawl and in between
- The Screaming Frog Interface – The main pane (incl right click options), right pane (overview, Site Structure, Response times), bottom pane (individual URL overview)
- Gather basic website data
- Internal Crawl Report (default report) – Meaning of each field, what to look for, how to filter and export
- Customise the crawl – Include/Exclude URLs, Spider (crawling canonicals, nofollows, robots.txt. etc); Crawl Speed; Choosing User-agent
- Alternate types of crawls – URL lists, SERPs, Sitemaps
- Duplicate content – URL report filtered by duplicates, URLs, duplicate titles, canonicals, secure/non-secure dups
- Thin content
- Crawling and indexing control (canonical elements, meta robots, etc)
- Site speed – response times, page size (in bytes), image sizes
- Missing / Duplicate / Unoptimised page elements (title tags, meta descriptions)
- Exporting and editing titles and meta descriptions
- Analysing Images – sizes, missing alt, over 100kb
- Analysing site structure – organisation, hierarchy, internal linking (inlinks/outlinks)
- Exporting bulk data (esp 404s or 302s, canonicalised URLs, images missing alt)
- Broken internal and external links
- Sitemaps – creating, exporting, non-200 pages, non-canonical URLs, blocked pages, orphaned pages (in sitemap)
- Exporting & Reports – Crawl Overview, Redirect Chains, Canonical Errors, SERP Summary
PART 3 – LINK ANALYSIS
- The difference between a good link and a bad link
- Linking (Referring) Domains vs. Total Link Count
- The different types of links (sitewide, widget, embedded in content and editorially given, paid). Followed vs. NoFollowed
- Quality backlinks vs. links from spammy sites or article directories
- Why it pays to be careful with rich anchor text
- How to analyse your link data with LinkResearchTools BLP report or with Majestic
- Google Penguin and Manual Penalties
- Using LinkResearchTools Link Detox reports to zero-in on problem backlinks
- What to do with problem backlinks
- Use Google Search Console Crawl Errors report to “recover” incoming broken links
- How to measure SEO site authority with Moz
- Using MozBar (or Open Site Explorer) to see where your site’s authority is in comparison to your competitors
- Looking at your competitors’ link metrics (linking domains/total backlinks)
- Looking at your competitors’ links to get ideas, find gaps & get intel on their strategy
- What keywords/anchor text are your competitors targeting?
- LinkResearchTools: Quick Domain Compare, Competitive Landscape Analyser, Competitive Keyword Analyser
- Other tools: SEMRush, Searchmetrics
PART 4 – TECHNICAL ERRORS & EASY FIXES
(The following are all mistakes you should always be on the lookout for:)
- Page Titles – Not descriptive, ie. setting the home page title to “Welcome”
- Page Titles – Putting the Brand or Domain Name as the prefix in every page title on the site
- Having the same meta description or page title for multiple pages
- Not setting the page title or meta description
- Not heeding recommended lengths for your page title and meta description tags
- Keyword stuffing your tags, including the meta keywords tag
- Not setting the alt tags on your images
- Not renaming your images to a descriptive filename before uploading them to your site
- Not implementing a top level canonical redirect
- Having multiple URLs point to the same page
- Having very similar pages in the search engine index
- Having almost empty pages in the search engine index
- Not returning a HTTP status code 404 or 410 on pages that are meant to be errors
- Redesigning your site or moving to a new domain and not redirecting the old URLs
- Migrating to HTTPS and not redirecting the old URLs
- Having a slow or mobile unfriendly site (covered more in module 5)
- Having pages that are too many clicks away from the home page
- Blocking important pages or directories from the search bots in the robots.txt tile
- Giving the search bot too many pages to crawl
- Not tagging paginated pages correctly
- Not having your internal links set up as text links
- Not using keyword friendly URLs
- Not having additional tagging as needed: Ie. OG tagging and schema.org tagging
- Having problematic HTML that has too many syntax errors
- Not having an XML sitemap submitted to Google Search Console
PART 5 – PAGE SPEED & MOBILE OPTIMISATION
- Why Page Speed is important for SEO
- Most common page speed issues (Image size, compression, external JS calls)
- Measuring page speed with Page Speed Insights (Mobile and Desktop)
- Measuring page speed with Yslow (Grade, Components, Statistics)
- Measuring page speed with Webpagetest (load time, first byte time, compress images, cache static content, bytes in). Content Breakdown Report, Waterfall View, Request Details
- Chrome Developer Tools (Audits/Web Page Performance, Audits/Network Utilisation, Timeline)
- Google Analytics (Site Speed, Page Timings, Speed Suggestions)
- Types of Mobile sites: Responsive Design, Dynamic Serving, Separate Mobile Site
- Common Mobile Errors (duplicate content)
- Google Search Console (Search Analytics – Devices, Mobile Usability, Mobile Device Errors)
- Page speed insights (Preview, User Experience Score)
- Chrome developer tools (mobile device emulator)
- Google Analytics (Mobile Traffic, Overview, Devices)
- AMP – what is AMP, why is it important, Google AMP Validator
PART 6 – KEYWORD SELECTION & USAGE
- Keyword research essentials
- Information keyword tools provide
- Keyword metrics
- How Google processes keywords today (RankBrain, conversational queries)
- Brainstorming a seed list
- Google Suggest & Related Searches
- Youtube Suggest
- Answer The Public
- Bing Keyword Tool
- Google Trends
- Google AdWords Keyword Planner
- RankRanger Keyword Finder
- Hittail Keyword Ideas
- Moz Keyword Explorer (estimating keyword difficulty)
- SearchMetrics (competitor keywords, Topic Explorer)
- SEMRush (competitor keywords, SEO Keyword Magic, featured snippets)
- Keyword mapping
- Putting your keyword plan into action
- Tracking rankings (RankRanger, Stat, AuthorityLabs, or Moz)
- Applying all your new-found knowledge, a case example
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Why Train with BrightonSEO
Experts Not Trainers
We won’t waste your time sitting you in front of full time trainers who haven’t gotten their hands dirty for god knows how long; we get experts from different fields of the industry on board to give you the information they know works, not just the theory of what’s supposed to.
Specific, Detailed and Unique
Most training providers are looking for a course they can run month after month, week after week, so they end up being general and catch-all. Not our courses … they’re more detailed and in-depth than you’ll find anywhere else.
You Drive the Agenga
We don’t drive the agenda, you do. Before each training course we ask what you want to be taught, and we actually listen. All the workshops we run have been selected because they’re the most commonly requested training subjects useful to you.
The group sizes are ideal, more than a hand full to offer a bit of diversity and substance to the day, but small enough that the training can remain hands on and personal, making sure all questions are directly answered.
The Perfect Duration
The day runs from 9.30-4.00 to keep it punchy. Any longer than that and it starts to drag, any shorter and you’re not able to properly sink your teeth into what you’re covering. Don’t worry, you’ll also get plenty of breaks to network.
Proper Food & Drink
There’s a couple of coffee breaks, morning and afternoon, and we also provide a proper lunch. That’s right, we’re talking real food with beer and wine rather than soggy sandwiches or mush slopped from a tray.