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How To Audit Your Digital Marketing (For Free)
C1 Partners
Denver Digital Marketing For Small Business
May 12, 2015
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1. Getting Started
2. Messaging and Conversion
3. Onsite Structure and Content
4. Offsite Structure
5. Analysis and Competitive Comparison
Agenda
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Getting StartedTools and Components for Free DIY
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Domain, Keywords and Competitors
• Domain• Target keywords• Key competitors
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Many Free Tools For Your Audit
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Quick and Dirty
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Messaging and ConversionDoes your website have the ability
to engage and capture visitors?
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Messaging
In order to maximize the quantity and quality of clients generated from website traffic, it is vital that the content on your website engages your target buyer personas.
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Home Page
• Branding• Target persona• Navigation• Visually appealing • Contact easily• Lead generation• FAQs• Testimonial/Proof
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Better Messaging and ConversionMessaging?Are you addressing your prospects completely?
1. Engagement Message?Yes
2. Solution Message?Yes
3. Company Positioning?Yes
4. Proof/testimonials?Yes
5. Calls to ActionYes
6. Differentiator?No
7. Video?Yes
8. Enough Home Page Content?Probably
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Website PerformanceHow well is your site currently
performing?
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• How much traffic do you get?• How valuable is your traffic?• What terms do you rank for?• How much is spent on Paid Search?• What is the site’s load speed?• Is the site mobile-friendly?• What is your site’s Domain Authority?• What is your website’s Moz Rank?• Who are your competitors and how do they
compare?
Key Questions For Performance
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How Much Traffic Do You Get?
• Organic Traffic• PPC Traffic• Google Analytics• SEMRush
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What Terms Do You Rank For?
• iSpionage.com• Look at SEO Keywords• Find your top 10 ranked
terms – free• Find all your terms –
paid• SEO Value• SEO Terms• PPC Value• PPC Terms
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Marketing Grader
Marketing Grader• Look at Blogging, Social
Media, SEO, Lead Gen and Mobile
• Moz Rank• Links to site• Pages Indexed
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Moz Rank and Domain Authority
Open Site Explorer• Moz Rank• Domain Authority• Page Authority• Link Specifics
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Number of pages indexed
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Onsite AuditIs your site set up to drive
rankings and traffic?
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• Bad on-site SEO can have a negative impact on your rankings
• Find areas for improvement• On-site SEO strategies change
with Google algorithm updates
Why audit your website?
Onsite Audit – Why?
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Key Elements of On Page Website Optimization
1. URL Structure
2. Title tag
3. Meta description and keywords tag
4. Header tags - H1, H2, H3
5. Images and Alt Text
6. Diverse Keywords
7. Diverse Content
8. Relevance
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Skis
Racing Skis
Slalom Giant Slalom Downhill
All Mountain
Skis
Traditional Rocker Hybrid
Site Structure – Support Keyword Targets
Local Note:“Racing Skis” page may be www.domain.com/racing-skis-denver, but do not change navigation to “Racing Skis Denver”
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• Are social media channels accessible from your website?
• Are you linking back to your website from social media channels?
• Do your offline activities connect back to digital channels i.e. print ads, trade shows, etc.
Social Media Setup
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Google Webmaster Tools
• Checks Content• Sitemap• HTML Errors• Trends• More
Onsite Audit – Google Webmaster Tools
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Brightlocal
• Free Version Available• Reasonably Priced• Advantage: Web-based• Heading Tags• Title Tags• Description Tags• Other Factors
Onsite Audit – Get Started
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Offsite AuditDoes the Web love you and love
you the “right” way?
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Compare Your Link Building To Your CompetitionAhrefs.com Offers Quantity & Quality Domain Link Comparisons
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Anchor Text Profile
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Local SEO
Local Property Setup & Free Submissions
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Local: Links and CitationsTool: Bright Local
Local Linkbuilding Critical For Small Business
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Local Property Setup and Submissions
• Moz Local www.moz.com/local
• Yext Power Listingswww.yext.com
• Bright Local Citation Bursthttp://www.brightlocal.com/seo-tools/citation-burst/
• Quality Citation Sources Referenced by– Google– Yelp– Bing– Yahoo! And many others
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Competitive ComparisonWhat are the results of your
efforts?
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Name SEO SEO$ PPC PPC$ Moz Pages Links Fb Tw
Source SEMRu
SEMRu iSpio iSpio OSE Google OSE Fb Tw
You
Comp A
Comp B
Comp C
Comp D
Comp E
Comp F
Comp G
Comp H
What Is Your Competition Doing?
Find the gaps you need to close…
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• What risks are there to your digital marketing?
• What weaknesses do your competitors have?
• What tactics should you prioritize?
• What are you measuring?• What is the frequency of
measurement and reporting? • Does your reporting inform
your tactics and strategy?
Analysis
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C1 Partners
P: 303.501.1821
W: c1-partners.com
T: @c1partners
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