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establishing an audit framework annie cushing seer interactive @anniecushing

Establishing an Audit Framework

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If you're an Internet marketer and have to do any kind of site audits, you may benefit from this presentation. It culminates in a Google Doc with 300+ audit checkpoints.

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Page 1: Establishing an Audit Framework

establishing an audit framework

annie cushingseer interactive @anniecushing

Page 2: Establishing an Audit Framework

do you approach audits this way?

@anniecushingseer interactive

Page 3: Establishing an Audit Framework

most expensive mistakes we see regularly

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1. subdomain reporting errors in GA

@anniecushing

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@anniecushing

www.seerinteractive.comrcs.seerinteractive.com

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pro tips to minimize chaos

@anniecushing

add an annotation to analytics

change in beginning of month

concatenate in excel

seer interactive

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2. index bloat

@anniecushingseer interactive

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causes of bloat

@anniecushing

ecommerce parameters

faceted navigation

seer interactive

borked internal linking

search results pages

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@anniecushing

5.8 million pages indexed!

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@anniecushing

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@anniecushing

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@anniecushing

That’s a reduction of 10k+ visits!

bit.ly/SJdX0tCustom GA Report:

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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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@anniecushingseer interactive

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3. ppc traffic reporting in organic

@anniecushingseer interactive

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totally random aside

@anniecushing

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I wasn’t the only one fooled

@anniecushing

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@anniecushing

PPC

CPC

others:

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@anniecushing

bit.ly/exclude-ppc

or use this advanced segment

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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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@anniecushingseer interactive

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5. sitemap hasn’t been submitted

@anniecushing

FACT:

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

seer interactive

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@anniecushing

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

seer interactive

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@anniecushing

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

seer interactive

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6. loss of valuable links

@anniecushing

homepage that 302s

pages with links that 404

pages that 500

seer interactive

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a potential solution

@anniecushing

a checklist of 300+ checkpoints

google doc for ease of updating

seer interactive

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organization of google doc

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find tabs quickly

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include screenshot urls in observations

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

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seer interactive @anniecushing

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seer interactive @anniecushing

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seer interactive @anniecushing

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seer interactive @anniecushing

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seer interactive @anniecushing

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seer interactive @anniecushing

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tools google doc

@anniecushing

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links to these google docs

@anniecushing

bit.ly/audit-post

seer interactive

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extras in the post

@anniecushing

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