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Lenovo Partner Network The SEO Journey Series 30-Minute SEO Audit Workbook 2 Produced by Method Savvy Lenovo Partner Network / The SEO Journey Series Workbook 30-Minute SEO Audit 2 Table of Contents How does your website look on Google
Lenovo Partner Network The SEO Journey Series
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Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook 30-Minute SEO Audit 2
Table of Contents
2 minutes
10 minutes
3 minutes
10 minutes
5 minutes
Bonus
Bonus
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Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook 30-Minute SEO Audit 3
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Google Desktop SERP
Keyword/Phrase Long T ail Keyword Schema and Position Zero <Title> T ag URI: URL and Slug Meta Description Competition
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Head over to google.com in an Incognito (Private) Window in your browser. Keyboard Shortcut : Ctrl + Shift + n or + Shift + n More Information on Private Browsing Search for your complete company name. What organic position does your website come up in? ________________ What is the Title Link of your Homepage displayed by Google? ____________________________________________________________ What is the Meta Description displayed by Google? ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ What is the URL displayed by Google? ____________________________________________________________
Lenovo Partner Network / The SEO Journey Series Workbook 30-Minute SEO Audit 5
1. 2. 3. 4. 5.
PRO TIP:
watch Session 2 - Activating SEO Fundamentals for guidance.
Workbook for a glossary of terms.
Worksheet 1: Google Your Company
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Understanding what your ideal visitors are searching for can help you craft your content to be compelling, relevant, and human-centered.
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Successful SEO strategy requires you to look at your website content from the perception of your ideal visitor.
You must have EMPATHY for all your visitors.
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Know your audience
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Successful SEO strategy requires you to look at your website content from the perception of your ideal visitor. It is much easier to provide content to a known person than to a list of demographics. Using personas for your customers allows you to personify your key demographics, allowing you to put a face and a name to your sales targets. Creating personas for your key target groups allows you to ensure you are providing relevant content for each of their needs.
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Sample Persona
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Develop 3 personas: Ideal Customer, First time Visitor, Staff/T eam member
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Persona Worksheet Audience: Ideal Customer
Persona Name:
Page 1 of 2
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Develop 3 personas: Ideal Customer, First time Visitor, Staff/T eam member In the following exercise, answer the following to the best of your ability.
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_________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________
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Persona Worksheet Audience: Ideal Customer
Persona Name:
Page 2 of 2
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Develop 3 personas: Ideal Customer, First time Visitor, Staff/T eam member
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Persona Worksheet Audience: Staff/T eam Member
Persona Name:
Page 1 of 2
Develop 3 personas: Ideal Customer, First time Visitor, Staff/T eam member In the following exercise, answer the following to the best of your ability.
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_________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________
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Persona Worksheet Audience: Staff/T eam Member
Persona Name:
Page 2 of 2
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Develop 3 personas: Ideal Customer, First time Visitor, Staff/T eam member
________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________
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_________________________________________________________________________ _________________________________________________________________________
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Persona Worksheet Audience: First Time Visitor
Persona Name:
Page 1 of 2
Develop 3 personas: Ideal Customer, First time Visitor, Staff/T eam member In the following exercise, answer the following to the best of your ability.
________________________________________________________________________
_________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________
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Persona Worksheet Audience: First Time Visitor
Persona Name:
Page 2 of 2
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SEO Ranking Factors
There are three core sets of factors that impact search engine ranking performance.
Content Technical Authority
Quality, trustworthiness and experience associated with
Contextual signals that support indexation Signals of trust and infmuence
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Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 17
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Lenovo Partner Network / The SEO Journey Series Workbook 30-Minute SEO Audit 18
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Tools for your Audit
You are going to need a few tools to conduct this content Audit. Because Google is the 1000 lb Gorilla in the space, we will be using tools that evaluate Google Search. Google Chrome Browser: https:/ /chrome.google.com/ Google Mobile Testing Tool: https:/ /search.google.com/test/mobile-friendly Checkbot: SEO, Web Speed & Security Tester for Google Chrome: (install this before moving forward, guide on next page) https:/ /chrome.google.com/webstore/detail/checkbot-seo-web-speed- se/dagohlmlhagincbfjlmkadjgmdnkjinl
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For the page reviews, we recommend using a Chrome Browser Extension called ClickBot that will surface SEO elements within each of your pages with
To install Clickbot: In your Chrome Browser, visit https:/ /chrome.google.com/webstore/detail/checkbot- seo-web-speed-se/dagohlmlhagincbfjlmkadjgmdnkjinl Click the ‘Add to Chrome’ Button Once added you should see this icon in your Chrome toolbar at the top right of your browser:
Clickbot For Webpage Reviews
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For the page reviews, we recommend using a Chrome Browser Extension called ClickBot that will surface SEO elements within each of your pages with
To install Clickbot: In your Chrome Browser, visit https:/ /chrome.google.com/webstore/detail/checkbot- seo-web-speed-se/dagohlmlhagincbfjlmkadjgmdnkjinl Click the ‘Add to Chrome’ Button Once added you should see this icon in your Chrome toolbar at the top right of your browser:
Clickbot Guide
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For the Audit you are about to perform, you will be utilizing the following areas of Clickbot. Check back here for help with each of these sections. (Note we do not cover all areas displayed in the Clickbot Extension, only the areas we address in this audit.)
and the number of characters long the title is.
Description used by Google Results for the page.
page and counted. This can uncover the use of keywords and content on each page as Google Bots may view it.
images found on the page as well as if those images have Alternative Description takes for the images
site allowing or disallowing bots to crawl your site.
defjned in your Robots.txt fjle.
1 2 3 4 5 6
Try visiting your site with www and without www. Does the URL change? (Were you redirected from www.example.com/ to example.com/ or to a different location?) Does your site have a lock next to the URL? This is an indication of your site being secure. Note here this can change from page to page if there is insecure content on any given page.
Your website
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Your website
Using the Checkbot: SEO, (Google Chrome Extension) evaluate the following: Does your site have a robots.txt fjle? This fjle is important to passing information to crawlers, like the location of your sitemap. Does your site have an XML sitemap installed? T
https:/ /seositecheckup.com/tools/sitemap-test This fjle, which is helpful for crawlers, allows you to provide discoverable links to all of the pages
crawler to look at. Y
this map as well, if you do not want the pages to be as easy to discover.
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Lenovo Partner Network / The SEO Journey Series Workbook 30-Minute SEO Audit 24
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Content Audit for your Personas
Now that you have personas in mind, we will guide you through an audit of the content on your website to see if you are sending the right messages to your T arget Audiences.
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Review your website’s content
Pick three pages on your website that you want people to land on. Suggestions:
SETUP: Navigate to the URL of the page in the Chrome Browser. Enter that URL into the Page URL Line at the top of each of the worksheet pages. Now think of a Persona from the Persona Worksheets to compare this page against. Add that Persona Name to the top of each page. Now with this lens, review the content for that URL.
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Webpage Worksheet: Webpage 1: Page 1 of 3
Page URL: _______________________________________ Persona: _______________________________________
resulting feelings and trustworthiness your persona would feel about the page? ____________________________________________________________________________ ___________________________________________________________________________ ____________________________________________________________________________
____________________________________________________________________________ _____________________________________________________________________________________________ _________________________________________________________________________ __________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________
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Using the Checkbot: SEO, (Google Chrome Extension) evaluate the following:
describes your site? What is that title T ag: ________________________________________________________________________ ________________________________________________________________________
Is the title compelling for the Persona? ________________________________________________________________________ ________________________________________________________________________
describes the content on your site? What is the meta description, if available: ________________________________________________________________________ ________________________________________________________________________
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Webpage Worksheet: Webpage 1: Page 2 of 3
Page URL: _______________________________________ Persona: _______________________________________
page, and provide more information than your title is able to do. How would your persona interpret the meta description? ________________________________________________________________________ ________________________________________________________________________ *Refer to diagrams on page 21 for guidance with Checkbot to fjll in these answers.
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Using the Checkbot: SEO, (Google Chrome Extension) evaluate the following: Content Analysis: What are the 3 best Keywords/Phrases the tool identifjed for this page (Ignore keywords that are your company name for all pages other than your homepage):
How many times were these three terms mentioned
Are the identifjed keywords valuable to your Persona? ________________________________________________________________________
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Webpage Worksheet: Webpage 1: Page 3 of 3
Page URL: _______________________________________ Persona: _______________________________________ Is your content free of Spelling and Grammar mistakes? Is your content easy to read and understand how you want a user to navigate the page? Do all images have Alternative T ext (alt) tags? Alt text should describe the contents of the image.
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Webpage Worksheet: Webpage 2: Page 1 of 3
Page URL: _______________________________________ Persona: _______________________________________
resulting feelings and trustworthiness your persona would feel about the page? ____________________________________________________________________________ ___________________________________________________________________________ ____________________________________________________________________________
____________________________________________________________________________ _____________________________________________________________________________________________ _________________________________________________________________________ __________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________
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Using the Checkbot: SEO, (Google Chrome Extension) evaluate the following:
describes your site? What is that title T ag: ________________________________________________________________________ ________________________________________________________________________
Is the title compelling for the Persona? ________________________________________________________________________ ________________________________________________________________________
describes the content on your site? What is the meta description, if available: ________________________________________________________________________ ________________________________________________________________________
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Webpage Worksheet: Webpage 2: Page 2 of 3
Page URL: _______________________________________ Persona: _______________________________________
page, and provide more information than your title is able to do. How would your persona interpret the meta description? ________________________________________________________________________ ________________________________________________________________________ *Refer to diagrams on page 21 for guidance with Checkbot to fjll in these answers.
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Using the Checkbot: SEO, (Google Chrome Extension) evaluate the following: Content Analysis: What are the 3 best Keywords/Phrases the tool identifjed for this page (Ignore keywords that are your company name for all pages other than your homepage):
How many times were these three terms mentioned
Are the identifjed keywords valuable to your Persona? ________________________________________________________________________
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Webpage Worksheet: Webpage 2: Page 3 of 3
Page URL: _______________________________________ Persona: _______________________________________ Is your content free of Spelling and Grammar mistakes? Is your content easy to read and understand how you want a user to navigate the page? Do all images have Alternative T ext (alt) tags? Alt text should describe the contents of the image.
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Webpage Worksheet: Webpage 3: Page 1 of 3
Page URL: _______________________________________ Persona: _______________________________________
resulting feelings and trustworthiness your persona would feel about the page? ____________________________________________________________________________ ___________________________________________________________________________ ____________________________________________________________________________
____________________________________________________________________________ _____________________________________________________________________________________________ _________________________________________________________________________ __________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________
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Using the Checkbot: SEO, (Google Chrome Extension) evaluate the following:
describes your site? What is that title T ag: ________________________________________________________________________ ________________________________________________________________________
Is the title compelling for the Persona? ________________________________________________________________________ ________________________________________________________________________
describes the content on your site? What is the meta description, if available: ________________________________________________________________________ ________________________________________________________________________
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Webpage Worksheet: Webpage 3: Page 2 of 3
Page URL: _______________________________________ Persona: _______________________________________
page, and provide more information than your title is able to do. How would your persona interpret the meta description? ________________________________________________________________________ ________________________________________________________________________ *Refer to diagrams on page 21 for guidance with Checkbot to fjll in these answers.
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Using the Checkbot: SEO, (Google Chrome Extension) evaluate the following: Content Analysis: What are the 3 best Keywords/Phrases the tool identifjed for this page (Ignore keywords that are your company name for all pages other than your homepage):
How many times were these three terms mentioned
Are the identifjed keywords valuable to your Persona? ________________________________________________________________________
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Webpage Worksheet: Webpage 3: Page 3 of 3
Page URL: _______________________________________ Persona: _______________________________________ Is your content free of Spelling and Grammar mistakes? Is your content easy to read and understand how you want a user to navigate the page? Do all images have Alternative T ext (alt) tags? Alt text should describe the contents of the image.
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Keyword List
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Basic Keyword Research Template: From the Keywords that you identifjed for each page, add them to a Keyword list for your website. Remember: We do not need to target your company name. Your company should be able to rank highly on your site, without needing modifjcation.
Fill in your Keyword list data
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In your browser, head over to https:/ /ubersuggest.com/ Using ubersuggest.com, search for each of your keywords. With the information returned by UberSuggest, fjll in the keyword data, and use the URL of the page you pulled the keyword from as the T arget Content (URL)
Add more Keywords
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While you are reviewing the keywords from UberSuggest, be sure to add any other terms that might be more favorable for you to target, if any of your terms are too diffjcult. Be sure to fjll in their information as well. Remember: do not remove words you have researched, so you are sure to not research them again.
More about content and applying your keywords in Session 4
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Be sure to check out Session 4 of the SEO Journey to learn more about Keyword and Content Strategy to learn how to apply your keywords and create targeted content for your personas.
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Tools for a more technical Audit
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You are going to need a few tools to conduct a more technical Content Audit. For your website:
/search.google.com/u/0/search-console/
/analytics.google.com/analytics/web/
/yoast.com/ (or your preferred plugin)
/developers.google.com/speed/pagespeed/insights/
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Onsite SEO Checklist
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Website: Does your Site have a Title tag (Yoast) (Easy) Does your Site have a Site Description (Easy) Are the URL slugs throughout the site human-readable (Novice) For each page: Does the page have a title? (Easy) Does the page have a meta description? (Easy) Review your content (Easy to Advanced): Is the content easy to read and follow? (Easy) Do you use the language of your personas? (Novice) Images: Does each image have a relevant Alternate Image tag? (Easy) Do your image fjle names describe the photo? (Novice) Do images load fast or slow on your page? (Easy) Is each image the right size (not a big image made small) for the screen (Novice) Are you using the correct image type and compression level for your image (Advance) Are you using Schema Markup on your page? (Advanced)
Once your site has launched
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Is your site secured with an SSL Certifjcate (https)? (Advanced) Is your site Connected and Verifjed with: Google Search Console? (Novice) Google Analytics? (Novice) Bing Webmaster T
Sitemap: Does your site have a Sitemap? (Easy) Submit your sitemap URL to Google Search Console to request site crawl (Novice)
Audits and updates to continue to make over time:
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Review your Analytics Reports for changes in traffjc monthly or as needed (Novice) Make updates to your content and meta tags strategically (Easy to Advanced) Fix broken links or redirect pages with 301 redirects or update working links (Novice to Advanced) Continue to update and add new content to fjll in Keyword gaps (Easy) Share your content on Social to gain traffjc (Easy) Improve Site Load Speeds using Google PageSpeed Insights (Advanced)
Lenovo Partner Network The SEO Journey Series
Method Savvy is a marketing consultancy that helps ambitious leaders fjnd better ways to grow their brand and business. Our three focus areas, brand, experience, and growth acceleration, help create connected brand experiences that infmuence behavioral change at scale. SEO is one of many components we specialize in that help brands build a foundation for the ecosystem they want.