Establishing an Audit Framework

establishing an audit framework

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do you approach audits this way?

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most expensive mistakes we see regularly

1. subdomain reporting errors in GA

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www.seerinteractive.comrcs.seerinteractive.com

pro tips to minimize chaos

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add an annotation to analytics

change in beginning of month

concatenate in excel

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2. index bloat

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causes of bloat

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ecommerce parameters

faceted navigation

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borked internal linking

search results pages

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5.8 million pages indexed!

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That’s a reduction of 10k+ visits!

bit.ly/SJdX0tCustom GA Report:

let’s do some math

37k pages received organic traffic

645 drove revenue for Feb

.6% of pages indexed received traffic

.01% of pages indexed generated revenue

5.8 million pages indexed in Google

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3. ppc traffic reporting in organic

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totally random aside

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I wasn’t the only one fooled

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PPC

CPC

others:

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bit.ly/exclude-ppc

or use this advanced segment

4. dirty sitemaps

“Your sitemaps need to be clean. We have a 1% allowance for dirt in a sitemap. Examples of dirt are if we click on a URL and we see a redirect, a 404 or a 500 code. If we see more than a 1% level of dirt, we begin losing trust in the sitemap”.— Duane Forrester

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5. sitemap hasn’t been submitted

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FACT:

Sitemaps are so easy to submit, surely everyone does it.

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since caffeine in june 2010, google has an easier time finding sites’ pages

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but bing has a harder time and is more dependent on sitemaps to find sites’ pages

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6. loss of valuable links

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homepage that 302s

pages with links that 404

pages that 500

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a potential solution

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a checklist of 300+ checkpoints

google doc for ease of updating

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organization of google doc

find tabs quickly

include screenshot urls in observations

@anniecushingMore: http://bit.ly/screenshot-apps

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tools google doc

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links to these google docs

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bit.ly/audit-post

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extras in the post

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tips on how to structure and format audit in wordlink to both google docs