Jordan is an SEO Manager at Blue Array. He has worked across growing start-ups, global publishers and established household brands with a keen focus on affecting the bottom line. He has a particular interest in large-scale SEO and enjoys the technicalities and challenges that come hand in hand with larger websites.
Greg is an SEO Manager at Blue Array. He has worked on a wide range of sites from small Insuretech start-ups to big brand eCommerce businesses in the fashion and photo printing industries. He is particularly interested in eCommerce SEO and loves delving into the different considerations and technical issues filter and facet indexation can bring about.
Who should attend this course?
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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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 holistic SEO audits. These are 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.
The auditing process is split out into four different sections (technical, analytics, backlinks and keywords) to make for extensive 360 recommendations that truly help to move the needle and add value to your organisation.
This training course will ensure that you are up to speed with every aspect of auditing, and will offer some actionable tips on best process and documentation – including how to gain buy in from the rest of your team.
Throughout the day you’ll walk step-by-step through everything you should be looking for and including in your SEO audits. At the very least, we will cover:
Google Search Console Revealed:
- Verify yourself as site owner
- Integrate with Google Analytics
- Search analytics: How to report and act on this data
- Google Discover & News Performance
- URL Inspection tool: what is it and how can it be used?
- Utilising the index coverage report (delving into the errors, excluded pages and valid with
- warnings data sets)
- Crawl errors and what to do with them
- Checking XML sitemap implementation
- Using the page experience / core web vitals reports to draw insight
- Check for mobile issues
- Using the enhancement reports to outline structured data errors and opportunities
- Check for manual actions. What causes these?
- Outlining security issues for your site
- Check for robots.txt errors
- International targeting – checking your site is utilising hreflang correctly
- URL parameters
- Mobile optimisation
- Review your backlinks and unnatural looking anchor text
- Accelerated Mobile Pages
- Using search consoles new crawl stats report
Interpreting Crawl Reports:
- Landscape of Crawl tools – including Screaming Frog, SiteBulb & DeepCrawl amongst others
- The Screaming Frog Interface – The main pane (incl right click options), right pane (overview, Site Structure, Response times), bottom pane (individual URL overview)
- How to set up your crawl configuration to draw *relevant* insights specifically for your site
- 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
- Analysing Reports (All pages vs. Indexable pages etc)
- Duplicate content – URL report filtered by duplicates, URLs, duplicate titles, canonicals, secure/non-secure dups
- Identifying 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). Adhering to a strict silo structure.
- 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
- Ensuring parity between mobile & desktop content
- How to complement this analysis with your server log analysis
- How to present this data to developers if required
Classic Tech SEO Mistakes and How to Fix Them:
- 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
- Duplicate header tags
- Not heeding recommended lengths for your page title and meta description tags
- Keyword stuffing your tags
- Not setting the alt tags on your images
- Not renaming your images to a descriptive filename before uploading them to your site
- Having non indexable pages in your XML sitemap
- Not ensuring hreflang tags are reciprocated and pointing at 200 pages
- Not ensuring canonicals are pointing at 200 pages
- Redirect loops
- Mixed content issues (http resources after https migration)
- Having very similar pages in the search engine index (cannibalisation)
- Having thin pages in the search engine index
- Natural keyword placement (wary of Panda) and anchor text
- Avoiding doorway pages (some analysis of “Fred Update”)
- Pagination issues
- Not returning a HTTP status code 404 or 410 on pages that are meant to be errors (soft 404’s)
- Classic migration or website redesign mistakes (redirects, URL structure changes etc)
- Spammy structured data
- Having pages that are too many clicks away from the home page
- Crawl bloat and resulting index bloat
- Not having your internal links set up as text links
Using Server Logs for Additional Insight:
- Top-level view into what a server log file analysis is
- How we can use tools like Screaming Frog to make this data useful
- Crawl errors from all search engines
- Events – learning which pages are crawled the most and actions
- Search engines
- User agents
- Effective use of crawl budget
- Establishing pages that aren’t being crawled
- Canonical URLs missing from XML Sitemap
- The role of backlinks in SEO
- How to analyse your link data with Majestic/Ahrefs and Google Search Console
- The different types of links (sitewide, widget, embedded in content and editorially given, paid). Followed vs. NoFollowed
- How to measure SEO site authority (Moz, Majestic, Ahrefs)
- Referring Domains vs. Total Link Count. What is the best ratio?
- Comparing your backlink profile vs. your competitive landscape
- Looking at your competitors’ profiles to get ideas, find gaps & get intel on their strategy
- Why it pays to be careful with rich anchor text
- Quality backlinks vs. links from spammy sites or article directories
- Google algorithms that target backlink schemes: Google Penguin and Manual Penalties
- How to determine a bad/spammy link
- What to do with problem backlinks (eg. previously bought links)
- Use Google Search Console Crawl Errors and Ahrefs reports to do broken link building
- What keywords/anchor text are your competitors targeting?
- A run through of Majestic’s many linking reports
- SEMRush, Sistrix etc
Keyword Research & Content Auditing vs. your competition:
- How to audit your content vs. competitors
- Building a keyword gap to outline opportunities that competitors are tapping into which your site is not
- Outlining popular / high-performing content on your competitors sites
- Important Keyword research/analysis tools (SEMRush, Ahrefs, Moz amongst others)
- Making sense of search volumes and keyword difficulties – should you target all keywords in the gap?
- Keyword clustering to outline content opportunities (splitting into topical themes, as well as keyword type eg. head, belly and tail)
- Brainstorming a seed list of keywords
- Building on your keyword gap with additional tools (Google Suggest, Related Searches, YouTube Suggest, Google Trends)
- SEMRush (competitor keywords, SEO Keyword Magic, featured snippets)
- Actioning your content plan
- Tracking rankings (AWR, Moz, SEMrush)
User Experience Signals (Page Speed, Mobile Usability and Core Web Vitals):
- Core Web Vitals being released as a ranking factor from Summer 2021 – how to look into your metrics and make fixes
- Outlining your CWV metrics (LCP, CLS, FID) vs. your competitive landscape – how does your site match up?
- 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 GTMetrix
- Measuring page speed with Webpagetest (load time, first byte time, compress images, cache static content, bytes in). Content Breakdown Report, Waterfall View, Request Details.
- Using Lighthouse’s reports to outline page speed issues
- Compare crawls of various user agents to ensure linking and usability is strong for all devices
- Google Analytics (Site Speed, Page Timings, Speed Suggestions)
- Common Mobile Errors
- Google Search Console (Search Analytics – Devices, Mobile Usability, Mobile Device Errors)
- Chrome developer tools (mobile device emulator)
- AMP – what is AMP, should you implement it?
- GSC’s new page experience report
What you’ll gain from this course
We’ll take a walk step-by-step through everything you should be looking for and including in your SEO audits. This course should enable you to complete a holistic audit of your own site, taking into account your competitive landscape to truly add value to your organisation.
Register - Brighton Session
Why Train with BrightonSEO
Experts, not Trainers
We won’t waste your time sitting you in front of full time trainers who haven’t got 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 Agenda
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 handful 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.