How to do an SEO Audit - Full SEO Tutorial for Beginners || seo in 15 minutes

How to do an SEO Audit - Full SEO Tutorial for Beginners || seo in 15 minutes   

I am welcome to how to do a professional

SEO audit this is a video on how to do a

professional SEO audit it's a full SEO

tutorial it's a full SEO course how to

do SEO for 2018 before we get started I

should tell you who I am that's being my

name is Josh Franceschi

you may know me from other SEO video

such as I've been putting SEO videos out

for five years

I have lots of experience in the SEO

industry more than most I have a 10x

talk actually in the search industry

called the future of Google search and

ethics I also have a soon-to-be-released

documentary film called don't be evil

Google secret war I've been doing that's

a picture of me at the TEDx talk I've

been doing SEO for a very very long time

I have SEO experiments SEO secrets SEO

leaks I talk with Google I'm an SEO guy

here before we get into that though I

just have to give you a little bit of

information look at a free advice you

might want this video to be very quick

sorry it's not professional SEO takes

time you don't want amateur SEO you want

professional SEO and quite frankly a 15

minute SEO audit a little SEO quickie is

not good enough a 15 minute SEO audit is

going to miss 90% of the important stuff

you should ask yourself would you want

your medical doctor to only study before

15 minutes before operating on you

before putting you under the knife no I

don't think you do but do not worry

in this video in this SEO tutorial of

how to do a professional SEO audit I'm

going to show you all the factors and

all the secrets for free that's right

I'm going to show you all the factors

and all of the secrets for free I would

be my pleasure to do so I like giving

out free information I'm an SEO

consultant so I make my reputation by on

how accurate how good my SEO information

is I'm selling my consulting services at

the end of the day and so if something

that I say here is wrong or just

completely off-base then I wouldn't make

any money and so that's how you know you

can trust what I'm saying

but here's another way you know you how

you can trust what I'm saying

and this is going to be the most

important SEO information I'm going to

give you all here quite frankly before

you're doing any SEO this is the most

important SEO factor that you need to

check out and what is it drumroll you

need to ask your s you know what their

evidence is for their beliefs their SEO

beliefs quite frankly this is this

applies to any SEO you have doing work

for you or any SEO you're following here

on the youtubes you need to ask them

what evidence they have what is their

source of evidence for their beliefs cuz

you might assume they know what they're

talking about and you might assume

they've done the research but quite

frankly they have not done the research

okay Josh fine it you know evidence is

important you know we don't listen to

scientists who don't have evidence so

you shouldn't listen to any SEO it

doesn't have good evidence either but

how do you know what good evidence is or

not well I'm a very quickly show you how

to find out what good evidence is what

questions to ask them so you know how to

qualify your SEO and then we're going to

move on to the professional SEO audit so

you can see how to do some SEO on your

own so for those of you who have seen my

this is my five ranks of necessary SEO

evidence for those of you have seen this

you can just skip ahead until you don't

see this screen anymore and just go

ahead and click ahead if you like to get

right to the professional SEO audit but

I wouldn't do that if you haven't seen

this this is super important quite

frankly in SEO we like to rank things

so our ranked evidence and from best

evidence to worst evidence now here's

where most of the SEO industry operates

on its on the opinions of other people

that's right they go read a blog or they

go to SMX Advanced or West and some

jerk-off up there says that well I

pointed some links of my website I don't

know wait down there for links your back

this is the worst kind of evidence you

need to vet what they're saying there

through common sense not only that but

everyone else here on YouTube why are

they making these videos out of the

kindness that there aren't no I'm making

this video as eventually so that people

who need SEO services can contact me I

give away free information that's

accurate good so that people who want to

do it themselves they can do it

themselves and the rest of the world is

too busy to do it themselves they can

contact me for the services I do SEO

audits I rank sites I do monthly

services I do it all

so you need to vet so I fully admit that

I'm I'm not necessarily selling you this

information this information is free but

I do sell my services but everyone else

on here who has a course or they're

selling an e-book they are selling you

something and of course they're gonna

say it's true and of course they're

gonna say that they have evidence for it

well you need to find out what evidence

they actually have and this is how you

would find out so you've got to vet what

these people this conference is say

through common sense and you have to ask

well what's their proof where'd you get

this information from the next level of

so this is just the common SEO heard

here the next level up of SEO

information of SEO evidence is what

Google says now it's slightly better

than the common opinion of other SEO is

because well people at Google they work

at Google it's a little bit better

they're little closer to the actual

information source of how do you rank in

Google but again they are a for-profit

company they are not your friend you

need to vet what they say through common

sense as well quite frankly stop going

on to john wheelers hangouts and asking

him what the ranking factors are he

can't tell you that he will get fired

he will literally get in trouble if he

tells you what their ranking factors are

so I listened to Google there are a

source of evidence I have John Mueller's

email he answers my emails in 5 to 15

minutes but I vet what he says through

common sense because they at the end of

the day Google is not a friend they have

to protect their algorithms they have to

protect it from us 20 figuring out how

the rankings work and they have to

protect their jobs and so when they give

you a warning saying you know I wouldn't

do that it's probably not a good idea

you can listen to that with a grain of

salt but when they directly say you know

when they say that you shouldn't worry

about keywords anymore and all you

should worry about is is as

differentiating your brand that's not

the best SEO advice because quite

frankly at the end of the day Google is

not here to give you SEO advice and all

the SEO is who just listened to Google

they're just as bad so it's like a

terrible cycle of Google says something

SMX West repeats and they just keep

going in circles what's the next best

kind of SEO evidence well you know it's

in the field observations in the field

observations are not too too bad it's

you know what and you feel that

observations are it's where you're

running your your ranking your own 20

sites and you make a change on a site

and some we

later something happens the problem

within the field observations and it's

non-scientific it is not done in a

controlled laboratory so to speak it's

not done in a controlled environment now

I am an SEO consultant I I audited as

ins of live sites per month I see

hundreds of sites per year so I have a

pretty good sampling of what's going on

very good sampling of what's going on

probably better than most and even I

admit that's not enough that in the

field observations are not enough it's

not a high enough quality level of

evidence for me to say for a fact I know

what's going on that's all I could

really this is what most of the SEO

industry goes off what they other what

their friends say at conferences would

what Google might have cryptically said

in a tweet and then what they think they

observed on their own sites they're

ranking the five sites they rank or

whatever it is as opposed to the

hundreds of sites I rank the thousands

of tens of thousands of pages I rank

that's where they make their their

judgments as to what they think the SEO

factors are the most don't even get past

number three so this is this is only

where you generate hypotheses this is

not regenerate facts what is a better

way of doing it well here's a better way

of doing it here's a better kind of

evidence is correlation studies so for

example at the software called core now

I'm going to mention this software here

I'll put it up here you can check it out

if you want it's kind of a do everything

for you SEO software it's called chorus

you can get it here with a discount I

think of 25% or something like that now

but before you do that let me explain

you what it is correlation studies are a

massive kind of study where Moz puts one

out of the use two they don't anymore

and searchmetrics used to put one out

they don't anymore either interests put

one out thoroughly recently SEM rush put

out further recently basically they take

a look at millions of different search

results pages and they see what's the

same about all those pages that are

ranking on page one and they that's

called a correlation study and then they

say well these factors correlate very

highly with rankings what's the problem

with that well they don't do them


one two they're few and far between -

it's too broad right

the piece of corn at alternately Cora is

a piece of software it allows you to do

a correlation study just only on your

serve only on your search results page

so for example search metrics will check

10 million different search results

that's too broad because it has

globalization that has personalization

that has different different quality

queries of diversity coordinators

freshness algorithms at play and it's

across the sales funnel as well or the

search funnel between information based

queries and sales based queries so at

the end of the day those those

correlation sees are way too broad to

draw any specific scientific conclusions

if you want to draw scientific

conclusions with actual scientific

statistics that are that I don't

understand that are far too complicated

but they're in there Cora is the piece

of software you want to use it is the

closest thing we have to the do

everything for you piece of software you

just run Cora it says you let's say you

want to write for a divorce lawyer Los

Angeles you would type divorce lawyer

Los Angeles in Decorah it would give you

all the correlations it would check over

500 factors for all the websites ranking

in the top 100 spots for for your search

query it would say all of us all the

sites on page 1 have this do this you

need to add these many keywords here you

need to add this many keywords here you

need to tweak your title tags you need

to add this many links you need to add

this much social it checks all of the

offsite factors and all of the on site

factors every single one over 500

factors more factors in Google's

probably using your etiquette test them

all so if you want anything that's as

close to that do everything for you kind

of SEO software that you want I would go

and get Cora and it's better than in

terms of evidence it's better than all

these other kinds because its scientific

it's going to give you the correlation

of the actual pages and it's gonna check

a hundred different pages for 500

factors in the space of 5 minutes what

you can do this manually if you wanted

to but of course a piece of software

what would greatly speed this now but

why is it not number one what's the

problem with this well here's the

problem it's called the COS correlation

fallacy this is you hear this title in

the SEO industry all the time so for

example let's say you you talk to a

divorce lawyer Los Angeles in Decorah

and it told you all the correlation

factors it's going to check everything

it's just a piece of software and

so it says everyone on page one as the

meta keywords filled out so you need to

add 20 more keywords into your meta

keywords tab okay that's fine that's

correlation but just because it's

correlating with rankings doesn't mean

that the meta keywords are being used by

Google as a ranking factor maybe it is

it quite often correlates but we know

what we don't know we we Google has told

us that the meta keywords are not a

ranking factor so you have kind of

conflicting evidence in both cases so

you might you might correlate some some

issues with with a causal factor that

you might correlate some factors ranking

factors with with with cos and you might

think that it causes you to rank but it

doesn't so the only way to know for sure

is to do single variable experiments

this is the best level of evidence and

this is what myself and other people

that I associate with in the industry do

and it's very time consuming what we do

is we make a garbage kind of served like

a nonsense word by QWERTY nine four

eight two six ampersand you know and

that's a keyword that Google's never

seen before we make five pages based on

that we control all the pages in that

search results page there's no traffic

there's no social there's no links

there's no visitors coming so we control

every single variable in the experiment

and when we change one little thing we

know for sure that it's ranking factor

or not especially when we replicate that

experiment five or ten times and then we

have five or ten other friends do it so

you can do that you can run these

experiments yourself you can follow me

on YouTube you're following if you're

already following a guy who does his

experiments everything I'm going to show

you in this professional audit video has

the benefit of all his experiments I've

already run and the sa a group we've run

over a hundred and sixty one hundred and

seventy experiments so far and you can

see this experiments to if you like if

you don't have time to do a few sets you

can join us on a here used to use a

coupon code Josh for a discount as well

and that's what you can do and quite

frankly it's best with all these levels

so all these levels of evidence are

probably the best thing to go with but

it's only at the top here where you're

starting to Cora corroborate facts as

opposed to guess new hypotheses you

please understand when when you're

friend at a conference says unicorns or

a ranking factor or google says unicorns

are a ranking factor or unicorns would

not a ranking factor and you-you-you add

some unicorns to your page and you think

maybe it's ranking factor this is all

guessing this is nothing but guessing

you don't get SEO facts until quite

frankly you start doing this upper level

of evidence we start listening to

someone who does this upper level of

evidence which is myself and people in

these groups so quite frankly if your

SEO doesn't use all those five levels on

there as evidence don't listen to them

because they do not have the most robust

level of evidence all they're doing

quite frankly is guessing okay so enough

of that I'm noting that that rant on

evidence but it's very important you got

to make sure your SEO and remember

anyone on here anyone on the youtubes

anyone you're hiring to do SEO ask them

okay what are the five levels of

evidence they won't even know they

wouldn't be able to name them for you

never mind say that they've done

experiments they know they haven't they

have knowledge in each of these levels

of evidence here quite frankly no one no

one except for a very small group of

people has this kind of level of

knowledge and I'm one of them and the

people I hang out with an SLA are one of

them the people I do my Hangouts with my

white out versus black

podcast with all those kinds of people

but you need to ask your SEO what level

of what evidence they have for their for

their SEO theories and quite frankly if

they're like well I read it on a blog

somewhere or well Google told me I

wouldn't believe them that's not good

enough evidence anyway Google is only a

fourth level of evidence you need higher

level evidence than that okay so

speaking of which here's all the benefit

of the evidence that I've done here is

the professional SEO audit that I'm

going to show you now most SEO audits

most people think SEO audits only cover

technical factors like this but quite

frankly SEO audits cover far more than

technical factors they cover on page and

on site factors professional SEO audits

cover off page factors as well

professional SEO audits cover quality

factors and a professional SEO audit

will also analyze your competition to

see how you may need to differentiate

yourself in SERP so I'm going to go

through all five levels here for the

professional SEO audit SEO tutorial

about to give you

you see I got about 100 20 slides

hundred twenty-six slides left there to

show you of how to go through all these

things canonical crawling indexing

server URL parameters robots geo

targeting hacks etc I'm not going to

read this all out because I'm going to

go through it all for you so with that

in mind if you are ready we're going to

get started right away with technical

factors so technical factors can be

anywhere in my professional opinion from

16% to a hundred percent of your

rankings and that's basically 16% if you

get it right and a hundred percent if

you get it wrong if you get your

technical factors wrong it can tank your

records completely it could be a 100

percent the problem of tanking your

rankings so you need to get your

technical factors correct but don't

worry I'm going to go through all of it

for you so this is a big one SEO

tutorials the big SEO course this is all

the knowledge you need for 2018 and

beyond I would get your coffee I'd get

your notepad and let's get ready here we

go with the first factor the first

factor is the canonical what is what

does canonical mean the canonical page

is supposed to be the one original page

you want to be responsible to represent

that particular text or content so for

example you can have all kinds of copies

or variations of the same content on

your site or some other site it doesn't

matter and the canonical version is the

original main version of that text or or

or main page or main version of that

text if you will it's super important to

set up but it's super easy to check so

to check it all you have to do is go to

the header view the source so if you are

in a chrome you would do command option

you and if you're on the Mac or probably

control-shift you if you're on the PC

and you would view the source of the

page and you would just search for kind

of the words canonical ctrl F type start

typing and canonical and you'll find it

and this is what the tag looks like and

here's the rel canonical tag in action

here it is and it's going to tell you

what it's going to tell Google what is

the canonical version of this page

you're looking at and it can be the same

page a canonical tag can be reciprocal

it could be it could be the same page

pointing to itself but you just don't

want here is any URL parameters

question mark or anything after this you

just want the main page of the version

of the text you're pointing to so it

could point even to yourself now

remember every page needs this or very

very bad negative SEO attacks are

possible if you want more information

about that it would take too long to

explain here just email me at Josh

Wyszynski at for any SEO

questions you might have again if you

have any any questions about the

professional SEO on it or how to do one

or if you want one done email me at Josh

which is Josh whiskey at

alright here's the next technical factor

crawling crawling is extremely important

crawling means the ability for Google to

crawl or access each of your pages and

index your pages in its massive search

database of course this is required

direct if you don't have this you're not

going to be ranking now Google accesses

each page with an automated Chrome

browser and as of 2017 remember for

high-traffic mobile sites Google will

crawl as if it is a mobile phone so

Google is gonna crawl your pages as if

it's a mobile phone a mobile version of

a Chrome browser and I have a little

asterisk there because actually

interestingly we did an experiment and

it doesn't report it as a Chrome browser

it says it's Mozilla but but they but

but Google is that it's a Chrome browser

so that'd be an interesting little point

need to check out anyway as of October

2017 you need to make sure that you are

your your website is mobile phone

friendly because Google is going to be

indexing and crawling the mobile version

of your site and so if you have anything

weird going on there like a

stripped-down version or mobile site

that's gonna be a problem if you're not

sure if you have a mobile-friendly site

with a sexy mobile design just email me

at Josh but schinsky at and I

can help you with that

okay so how do I check crawling Josh

well it's very easy all you need to do

is check search console first need to

install it so to install Google search

console it used to be called webmaster

tools don't worry it's a free and

harmless and you need to diagnose it

first you need to have it to diagnose

SEO issues if you don't have Google

search console installed on your website

you can't tell if you have a Google

penalty because that's the only place

they tell you so make sure you install

Google search console and then you need

to check what it says so once you have

Google's word

cause we'll installed you need to go

this is the current version of it they

are upgrading the version when they

upgrade the version of it I will tell

you but currently as of the time of this

video which is February 15 2008 teen

this is what this version of sort of

search console looks like for this

portion anyway you check the clip crawl

clip crawl stats and you can see how

well they crawl now check in now there's

two things here you want to check you

want to make sure that the the high

number here is not zero and the and the

low number is not not zero either this

can sometimes tell there's a problem

either with your speed of your site or

quite frankly with the quality of the

site or how often the site updates so

how you cannot make Google crawl your

site faster I know this is going to be

sound as a news flash for some people

but news flash you cannot make Google

crawl your site faster they will

determine your crawl way your crawl rate

based on the quality of the site how

many pages you have how frequently they

update and the speed of this site so the

reason why they're not crawling this

site which is my blog which I never

update because I don't care too busy to

blog that's just the examples that I use

for for this for this video the reason

why they don't crawl it because I never

updated it's a perfectly high quality

and it's fast enough but they just I'd

never update it so they never need to

come back and crawl but if you update

your site on a regular basis and this

number is still zero you've got a

problem because that means your speed is

too slow or your quality is too low and

you want to check this information here

to see how long it took you took them to

download it in milliseconds you do not

want to see this number be over one

millisecond right now it's under 600

it's around 150 on average that's about

what you want to see this is how long it

took Googlebot to download your page in

milliseconds the longer this takes the

lower this number is going to be

ostensibly the worst your rankings are

going to be or at least the slower your

rankings are going to update I think

it's entirely possible and they've

Google is mentioned remember the five

levels of evidence on the fourth level

John Mueller is mentioned that speed is

a ranking factor for mobile

and we are testing that now in the first

level so I will let you know as soon as

I know that so that's how you check your

crawl rate here's the next technical

factor you need to check indexing and

filtering so after they crawl up they're

gonna index it and Google regularly

filters websites with thin content

duplicate content or low-quality content

and they do that on two levels they do

that on when they crawl and I'm going to

do that on search now to see what

they've filtered on search all you need

to do is use the app and filter equals

zero in the URL parameter what's a URL

parameter soon as URL up here if you

could see where my mouse is move around

if this was a Google search a page you'd

put and the the ampersand filter equals

zero that's where you would put this

filters equals zero that doesn't make

any sense email me I'll explain and I

have to go fast cuz there's a lot of lot

of lot of slides to go through here so

here's how you check it what is it so

the question is what does Google indexed

from my site there's two ways to check

the first way is search console that's

the easiest way you go into search

console you click Google index status

and I'll tell you how many pages they

have indexed my massive site I was

checking here it's only seven pages

that's the easy thing to do

sometimes this is not going to give you

the correct number though a second way

to check it post filters is you can do a

little check if you have a site that's

under 400 pages you could check it here

you can use Google a check it you can go

to Google com you can type in site colon

your site comm and you can go to the URL

bar at the end of that you type in and

ampersand star equals 990 it's gonna you

put that right there like this and you

see it's gonna give you a little bit of

a result here and so I did this for

Walmart comm and it said 818 results and

then after I put in the so I did cite

Walmart comm and then I put it in a and

start 990 after that it gave me this

screen here where I clicked it and it

said here are the 397 results of actual

pages after all the filtering that

Google has for Walmart com

isn't that kind of neat it's interesting

after filtering that Google only has 397

pages now this doesn't work for any

website that's higher than 400 if it

goes to 40 and just says 400 that means

you have more than 400 pages post

filtering a post post sorting in

Google's index they recently made that

change so my end start a 990 trick is

not as useful as it used to be but it is

still useful if your site is under 400

pages for you to tell exactly how many

pages post sort and post filter that

Google has in their index and you can

always use search console as well okay

here's the next technical factor that we

need to check Kitty's its server codes

you need to check the server response

code this is actually super important

that most people miss and they do not

check a healthy URL responds with a code

200 that's just don't ask me why it's

200 if that's just the number they give

it 200 the healthy URL it will spawn

with the HTTP status code 200 as an HTTP

status code of 300 like a 301 or a 307

or a 302 is various versions of the page

has been moved so you're like oh okay

that's what that means if you ever hear

people in the SEO industry talking about

a 301 or do a 301 or 200 302 or do a 307

they're talking about HTTP status or

server response codes that they give

along a web server will give you a page

and a code the code tells you some

information and the page is what people

look at so if the server gives you a

code of 200 and a page they're telling

Google hey Google this is a healthy page

if they give Google any page at all and

in response a server responds of 301

they're saying hey Google this page has

moved to this other page and that's what

that response code means a 404 response

code means the page is temporarily gone

before 10 response code means that the

page is permanently gone so you've heard

all these before and I just know what

they are HTTP webserver response code

that Apache web server will give out or

I asked the Microsoft based web server

will give out all web servers will give

out it's a it's the same language for

all and the worst one is the 500 level

server error you definitely want to make

sure your webpage is not giving them out

so these ones are a different color

these are the problem 404 can be a bit

of an issue for a choral budget a 410

means that page doesn't exist anymore it

can't rank a 404 means that page doesn't

exist anymore it can't rank and and

PageRank can't pass through them either

by the way and a 500 level error if you

have enough of these within a 24-hour

period Google will D index your entire

site I repeat if you have too many 500

level errors in a 24-hour period Google

will D index your entire site I thought

they were moving for ranking and when

they put it back it won't necessarily be

at the same place it was before so he

might be like okay Josh holy how do

I check this well it's pretty easy you

can check most of them in search console

so just go to search console go to crawl

crawl errors and it'll show you here the

404 response codes and I'll also tell

you any 500 level error response codes

here as well you definitely want to make

sure that when you check here you don't

see any 500 level response codes if you

see four 4s this is fine you might want

a set of 301 for these so that you

retain any link juice because remember

the only reason why Google is crawling

these pages is because they found a link

to it somewhere so if you want to retain

that link juice because 404s will kill

link juice if you want to retain that

link juice you need to set up a 301 for

these URLs you don't want to do that

email me at Josh Brzezinski at

okay I was gonna move right on folks

here's the next technical factor if you

need a break pause it if you need a

break pause it you know stretch get some

coffee come back to the video this is a

long course here's the next factor we're

gonna look at guy's URL parameters what

is a URL parameter I mentioned them

earlier well here they are this is the

URL parameter Ural parameter is quite

frankly a parameter on the URL that's

going to change the meaning of the URL

somehow or has some programmatic some

some value so programmatic value it has

some some meaning for the web server

that's processing this you're like shoes

type equals red or type equals blue type

equals blah so there's your shoes page

and you use URL parameters to

differentiate and show blue shoes or red

shoes or green shoes

now the problem is this is the problem

for Google that slash shoes

question mark type equals red is and

buh-buh-buh column slash shoes keep in

mind these are totally different URLs as

far as Google is concerned so that's a

problem because you could have duplicate

content between those two URLs quite

frankly that's called cruft and main

navigation and Google is said not to

have that in your main navigation and

this could cause the two levels of

filtering that I was mentioning right

when I told you how to use the site

colon to search for filtering and also

to use you'd have to use the site colon

for filtering that's why you would use

it because of the Google's not going to

tell you that they filtered those they

may not tell you they filtered all of

you euro parameters so they can filter

your URL parameters down you know the

day Google doesn't always want your your

type equals read kind of content here

they don't want to see this in main

navigation and they don't want to see

this in your rel canonical as I already

mentioned and they might not want this

caught this because this could be

duplicated content from your shoe's page

and so they're gonna filter this out so

the question then josh is ok well how do

I fix it yeah boy I'm gonna fix the PC

how do you fix the URL parameters well

as I do you would check first off you

would need to check it you go to crawl

your old parameters and here it's gonna

show you all your own parameters that

you have you could definitely add a

parameter if you want quite frankly I

would mostly leave this alone mostly

leave this alone it's kind of dangerous

to start sticking you all parameters in

here because google it would probably a

better idea to let Google decide but you

should check in here to see and if you

see like ten thousand URL parameters

filtered and you had our ranking drop

recently that very well could be the

reason why because all of your

e-commerce you know variations they

decided to to filter those URLs so if

you have any question if that doesn't

make any sense

email me at Joshua schinsky at

and I can help you sort this out

here is the other place you can find URL

parameters that are kind of an issue for

example you would go to search

appearance on HTML improvements and you

would click pages with duplicate title

tags this sometimes will show you pages

like this UT m equals sort UTM source

that has an equal title tag this is also

duplicate content that I wouldn't want

to have on my site because I'm forcing

Google to make a choice again duplicate

content is not a penalty a duplicate

content is not necessarily a ranking


it's just forcing Google to make a

choice what page they want to rank index

dot PHP or index dot PHP question mark

whatever the URL parameter is and as you

can see here you can get URL parameters

from all different kinds of places some

social sharing will link to URL

parameters I might use URL parameters as

a link router if I want to be able to

get rid of link juice really quickly you

know those kinds of things right if you

wanted more information on that just

email me at Josh but risky at

that's Jo sh b ACH YN s ki at

or just google me

google knows who I am Google knows me

all too well so you can get all kind of

URL parameters in here completely

innocently that you have nothing to do

with your website because people are

linking to these URL parameters like

that's how I got this here someone was

linking to my my article about Google

and how bad it is blah blah blah blah

blah what they do to us and they put for

some reason the social sharing a program

just put this you out parameter in there

that's how I got it so that's another

reason why I need a canonical to

preserve that link juice or I could have

used a 3 or 1 for this UTM source to go

back to index dot PHP so that's the

second place you want to check it and

that's that that might be what you want

to do to remove duplicate content as

well and then once you have checked it

and then you can fix it you can fix it

by check to see if you're responding 200

I would use this chrome plug-in it's

quite a Emma or Amy I don't know how to

pronounce it but it's a beautiful little

chrome plug-in that will tell you what

the server response code is for every

page and it would respond 200 it's great

I would just install it and if it's not

responding 200 you don't need to do

anything about it at all it's not

responding 200 if this URL is not

responding 200 response

for then Google will not spider this

page indexes page and you don't have to

worry about it but it won't filter

through any link juice either you can

put a canonical in this page and to make

sure that the URL parameter Canonical's

to the shoes as i already told you how

to do and that's the last thing there so

that's how you would fix it either check

to see if your 2200 if it is I would put

a conical in to make sure in shoes that

responds to shoes so in the shoes page I

have a canonical it points to shoes and

not anything after the question mark

that's not what you want to your

navigation and that's not what you want

in your canonical tag ok here is the

next technical factor we are going to

look at it is the robots.txt robots.txt

is file on your web server that gives

instructions to search spiders about

what directories and files they are

allowed to crawl and they cannot crawl

on your website but the problem what is

the problem with robots.txt well here's

the problem the problem is you don't

want to block Google form important

design resources that Google wants to

access Google processes every page and

you don't want to block them in fact

Google demands to see every design

resource code on your site so you don't

really want to block Google anymore so

how do you check your robots.txt well

here it is there's two ways to check it

very simple just go to your website

slash robots.txt and any FTP or browser

and you'll be able to read it or and if

you see in there in your robots.txt

disallow colon or allow slash or if for

a force then you're likely getting

crawled so that's fine so if it says if

in your file you see disallow colon and

there's nothing there that you're

telling it to disallow nothing that's

great or if you're saying allow slash is

the same as saying disallow nothing

you're probably being crawled that's

great or if you don't have a robots.txt

and it just 404s then you're likely

getting crawled and that's not a problem

at all why am I not gonna spend any more

time or talk about this because here's a

pro tip for you no one really needs a

robots.txt it is a fool's errand quite


in these days it causes more problems

than it solves so it's not really a

factor anymore it's not really important

thing so this is what really is

important actually this is what you want

to check and there's two things you want

to check in in search console you want

to check the blocked resources to make

sure that Google can see all of your

design files and you're not blocking any

resources from Google and you want to

see we're finding if they can fetch as

Google so you can check the block

resources when you go to fetch as Google

here you want to check mobile smartphone

and say fetch and render once you say

fetch and render you're gonna get a

little question mark here once you get

the question mark and it's done

processing you want to click it in

search console it's the only place you

can see it and it's going to show you

quite frankly what what's being blocked

and the severity and it's going to show

you that's going to show you how it's

being processing so here's the key the

robots.txt is not important it's only

important if you use it if you don't use

it great if you do use it you have to

make sure that this what Googlebot saw

here is the same version of how it looks

to a visitor on your website you don't

want it to be any difference there cuz

they cooked about you a little slight

demotion for having a difference there

because google has warned us not to do

that okay here's the next technical

factor rolling right along geo-targeting

what is geo targeting well geo targeting

is making sure Google understands what

country to rank your site hiring slash

what language you are there are multiple

ways to do it you can use h hreflang

code you can use a domain suffix that's

called a ccTLD like like in Canada would

be GA in France would be dot F R in

Italy bie or IP rather and you can also

check your search console setting to

check your search console setting you

just go to search traffic click

international targeting and then it's

gonna say whether you have any href link

tags or not and then you click on

country and it's gonna tell you what

country you're targeting it was gonna

auto select the country it thinks is

best and if it's not actually best all

you need to do is click here and change


and choose your country in the drop-down

list just to warn you whatever country

you put in here that's gonna give you a

slight ranking boost so if you want to

rank in just the United States that's

great you would just select the United

States and it's gonna give you a slight

boost there but the problem is is gonna

give you a slight drop in all the other

countries like Canada or England or

Australia all those other

english-speaking countries and it's

trying to rank you for it'll give a

slight drop so if you don't want the

slight drop you want to select no

country selected and you won't have a

drop anywhere so here's another

technical factor that we need to check

server hacks server hacks are super

important it's super easy to get hacked

and so you've got to make sure your

server doesn't have any of these

problems here as I said sadly there's

many ways your server can be hacked or


so first off you can have a DDoS making

your server serve that 500 level server

error that I talked about and that's a

very good way to to get a negative SEO

probably the worst way content injection

on your page they can hack your site and

then insert links or they can insert

links or content on your page they can

do a Content injection on your URL

parameters so if you don't if you're not

using a canonical tag like I showed you

how to do they can point 40,000

slash question mark viagra equals yes

kind of URLs and if you serve 200 on

those you're telling Google remember

what I said you're telling Google that's

a positive page it's a good page that

you're doing a viagra on your site and

this I Google has warned specifically it

can be a ranking problem and quite

frankly they can take your server down

for a long time they can make it super

slow there's all different kinds of

things you can do so if I haven't scared

the crap out of you oh and they can also

make your own list that's brilliant this

is a nasty one they can make your

robots.txt respond a 500 level error and

this will actually de-rank you and a lot

of people don't know this and know how

to check this if your robots.txt

actually responds a 500 level server

error because your server is so slow or

so busy dealing with a DDoS attack that

it cannot respond that when Google goes

to crawl your site the Google will

actually direct the entire site because

they can't read your robots.txt they

don't know what pages you want

to be to be crawled or not so there's

more there's even more that can be done

so I don't know if this hasn't scared

the crap out of you how do you check it

Josh I'm scared well there are some

things you can check in search console

it's much more difficult to check all

that stuff but you can check one thing

you can manually go and check your

robots.txt to see if it if you've got

the a there a my plugin that talked

about you can see if you're at one in

two hundred you can check your URL

parameters I showed you to do that you

can check your canonical is I showed you

how to do that and you can go to your

robots.txt and manually check to see if

it's responding two hundred or four or

four that's fine as long as it's not

responding five hundred and to see if

there's any content injection you can go

to security issues and Google will tell

you if they've detected any uh content

injection or any malware on your site

that they can detect they can't detect

everything but they can detect a little

bit so it'll tell you right here in the

security issues whether you have any

problems if you won't need any more help

with that if you're if you're scared

crapless like this guy oh no how do I

check maybe I'm being hacked who knows

email me at Joshua schinsky at

and I will help you out I'll check

things out okay again they can only

check for content injection they can't

check for everything so this is the

finland technicals their this is

basically all the technical factors that

I think are important to check now you

might be like well what about hold on a

second there Josh what about these other

factors that these other SEO talk about

yeah the ones that I slacked off and

said they have no evidence and no idea

what they're talking about

what about site maps they talk about

site maps all the time what about

duplicate pages well quite frankly

should you check for those things no

they're not important

duplicate content much like the robots

sitemap is largely a waste of your time

it's only useful for sites with either a

craft navigation or 1 million plus pages

as I told you you can't make Google

crawl your site

faster right so a sitemap is a waste of

time quite frankly if you ever get your

sitemap wrong even once Google will no

longer trust it and they might come in

if you if you put on a sitemap up they

might come and crawl your new pages so

that they might find new pages a little

bit faster but if you have a good

navigation and you have a fast site and

a quality site remember how I told you

how to calculate your call rate it was

how long are you off and you update your

pages times how fast your site is times

how the quality your site is so if you

have a fast site that is high quality

already which you should for ranking

then they're gonna be maximally crawling

your pages you can't make them crawl

your pages any faster than that so a

sitemap is a complete waste of time it

is complete soma if you've read the book

that I'm talking about it's as a

complete placebo I SEOs cling onto their

precious sitemap as if it does something

it does not unless you have a site that

has like a million new pages a day you

do not need a sitemap and quite frankly

you're not gonna make google crawl your

site faster with a good sitemap anyway

you need to have a quality site that is

blisteringly fast that's the only way to

improve your crawl rate that's gonna

improve your rankings - okay well what

about duplicate pages aren't duplicate

content isn't that a big problem not

really it can be a minor issue if all of

your text is duplicated across many

domains and it could be a reason for

them filtering you and it makes Google

think it makes them respond if there's

two pages like I said if there's page a

and page B and they're both duplicated

you're making Google make a choice

between page a they want to rank this

page we write this page you never want

to make Google make a choice here's a

quick way to check just go to a page

here like a blog page or randomly

highlight a sentence then copy and paste

that sentence put it into the search bar

I'm in Chrome so I just put it into the

URL bar and search for that and it'll

tell you right away

whether or not there's an a duplicate

content and whether or not there are

filtering that information and look they

are they are filtering this information

this is what Google will show you if

they're filtering the information but

it's not a problem Google as who

knows what page to rank where I'm

talking about if whether or not map

causes a fraud a personal conversation I

had with Matt Cutts with her he's a

black hat or we are they know a page to

rank because it's the page everyone goes

to they have tons of other signals so

for most sites like this little blog I

was checking here it is not a problem it

is only a problem for a bigger sites if

all your pages are duplicated and you

and you have no other value whatsoever

then it can become a problem so that

will be our intermission and that's the

end of the technical factors next you

guys can go ahead and take a break

stretch stand up move around you know

whatever get some coffee next we're

going to be moving on to the on-page and

on-site factors

so the on-page and on-site factors as

you can see we're at slide 56 of 138 so

we still got plenty more to go for this

SEO tutorial for this SEO course on page

and on site factors this is another

thing that a lot of people don't even

check in in their tech nothing they're

professional SEO on it but I'm going to

show you all the factors here they they

basically range anywhere from 16 percent

to 100 percent even rankings if you get

it wrong so again it's a super important

factor you can't ignore this and so grab

more coffee or at this point why don't

you grab some beer and grab your

girlfriend or your boyfriend's notepad

and discuss it because you need more

room to take notes and let's jump right

into the on-page on-site factors okay

the first one we look at is the SEO tags

what is the HTML that boosts ranking

well after scientific testing and

massive correlation research and the SEO

tags that still rank and I can tell you

what they are in this order you want the

exact keyword in the page name and the

title tag you want the exact keyword in

the top h1 tag with a proper logical

structure you want h2s underneath and

you want it close to the top of the body

tag and you want that in the first 100

words so ideally on your page if this

was the body tag here the HTML tag would

go right here would have the keywords in

it and then there be an h2 tag somewhere

underneath so just think of like a

logical Roman numeral structure you know

point 1 you know this is my page a

little introductory paragraph point -

that's an h2 you know blah blah blah

blah blah that's not even do it that's

kind of how you want to build your page

out this has if you can flush your page

out this way this has the most ranking

and you want the exact keyword exact

match query if you're trying to rank for

divorce lawyer in Los Angeles the exact

keyword would be divorced lawyer Los

Angeles no deviations no changes you

could do a divorce lawyer LA that'd be

the same kind of thing if you did

divorce lawyer Los Angeles whatever

Palmetto County or whatever it is that

would be different that would not rank

you for a divorce lawyer Los Angeles

that would be ranking you for a divorce

lawyer Los Angeles Palmetto

or whatever that area is so it's not the

same it has to be no more and no less

than the exact keyword do not listen to

John Mueller when he says don't worry

about the keywords anymore he's wrong

we've tested this maybe he's gonna be

right maybe in six months they're gonna

change her algorithm it'll change well

we'll test it then and we'll find out

but for now you definitely want to be

using keywords don't listen to anyone

else who says otherwise they just don't

know what they're talking about they

don't do that the empirical testing

now here's another key thing you do not

want repetition perte and plural doesn't

matter so you definitely want to write

for humans you don't want to just have

like divorce lawyer Los Angeles divorce

lawyer Los Angeles divorce lawyer in Los

Angeles you do not want to do that you

want the tag once no more no less

no no extra no no no no minimization you

want the exact keyword you want to rank

for in those places and remember only

one page per keyword or what page for

topic you can vary slightly in the

different h2 sections if you want

I wouldn't use a bold tag it correlates

with poor rankings I don't know why

maybe Google is is it's hitting you for

over optimization with a bull tag so

this is basically how I would do it so

here's the title if I wanted to rank

best red apples get the best red apples

in 2018 here here's the body h1 is right

under it right under it best red apples

in Vermont and then a paragraph tag I'm

talking about the best red apples and

then optional h2 later on and more

information that's basically how it

would look

now remember with cascading style sheets

you can make this h1 tag go anywhere but

for Google's ranking it should go right

under the body and the first hundred

words should mention your your your tag

a couple times and I'll talk about

keyword density a little bit later in

fact I'll talk about keyword density

right now no Josh I'm too tired oh we're

only we're about we're not even halfway

through I've got so much more SEO

knowledge for you coming you're gonna

know everything about SEO ok I'm going

crazy I'm going crazy you're going crazy

all right keyword density here's why

here's the other thing not only about on

page factors like this but what your

keyword density should

is a factor as well so on page keyword

density after numerous rounds of testing

we have discovered how to boost your

page with keyword density alone yes

that's right we can boost your page with

keyword density alone this is a fact we

have proven this time and time again in

scientific experiments and in

correlation studies in general you want

your keyword density to be 50% higher

than the sir package and no more than a

hundred percent higher I repeat if the

average keyword density for everyone

else is 1% you want to be at 1.5 21.9%

you do not want to be at 2% and that

would be a hundred percent higher charge

of breaking my playing with math I'm

sorry but if you get the math you know

what I mean you want to be you don't

want to be double so how do I check it

ok well it's very easy download sir

quark surf works is a great little a

SERP overlay that I like to use at super

calm it's an overlay for Chrome and when

you click it it is not clicking here is

going to tell you the average keyword

density of the SERP and so for this

particular case it was 0.3% so these

guys were moss was hey they're right on

there right on there right on where they

want to be there's a little bit over the

average right these guys are too high

that's why this could very well be why

SEO book is worse than these guys

they're PA is the same these guys have a

much better trust flow the the number of

links doesn't matter it's the PA that

matters so very will keep you the

keyword density these guys SEO book may

have over over optimize slightly they do

have a two percent keyword density

though that could make a difference


I'll stop speculating I'll get back to

the video so for the purposes we know

this is a fact don't forget what I just

said here we know that keyword density

ranks we've tested it scientifically so

you want to be at 50 percent to a

hundred percent more so if you want to

compete for this keyword whatever it was

you would want to be at no more than 0.7

because that's what 0.35 would double is

brown 0.72 you would want to be at 0.7

to you know 0.65 that's where you would

want to be this is too high

that's how I would check it what about

the in URL keyword density and how would

I check that than the date the domain

director keyword density well these days

Google will only rank an EMD if it's

perfect in every other score in metric

Google does have a filter for AMD's I've

done the test

AMD's is still a ranking factor and it

works like this

ee MD is slightly higher than than a

subdomain which is slightly higher than

a subfolder

I repeat red apples comm will beat out

red apples blog which will beat


Josh's food emporium comm slash red

apples HTML but keep in mind that John

Mueller has warned us that that did you

have special filters for exact match

domains and so don't just go out and buy

ten thousand exact match domains cuz it

does rank higher in testing it does but

John Mueller has warned us that exact

match domains can have a filter so this

is a perfect example of where we have to

plan all the levels of evidence we're

number one told me it's a better ranking

factor but number four John Mueller says

don't do it so you have to weigh those

two pieces of evidence against each

other and that's why I cos who have all

five levels of evidence are better

namely me yes so anyway in general you

know you could do a kitchen domain name

with your page and then do a subdomain

uh you know I'd be very careful what

AMD's only if you know you can nail the

quality for this would be a pretty good

signal for biruté apples if you already

own a domain for sure do not go by an

exact match domain but exact match

domains can still rank and so this is

I'm only saying this to be careful if

you want to be a little risky go ahead

and do the exact match domain so byron

apples this will be like a ninety

percent signals for buyer at apples this

would only be like a 75 percent signal

because quite frankly it's not telling

them to buy the red apples so if you had

just red apples it could help rank for

byron apples but this would be a better


if by red apples is what you want to

rank for so remember avoid repetition if

you already have by red apples calm you

don't want to do

Apple's calm / red apples dot html'

we've tested that as well and definitely

demotes you you you don't want to do

that repetition that's another problem

with doing the exact match domain as

quite often you have too much repetition

it is a demoting factor now if you come

back to me and say now josh but i found

a website yes okay I'm saying it's

adding factor I'm not saying it's the

biggest one so you don't want to do that

ideally and don't go or as I just said

don't go already changing your ranking

URLs if you already a page ranking on

page one if you were to have a site

ranking on page one you don't want to go

changing that because remember any URL

change causes Google to reprocess your

LSI your entity and your Quality Score

all which I'll show you how to check and

can cause temporary even permanent

ranking losses so you do not want to do

that so only change your URLs as a last

resort or on non ranking pages such as

pages that aren't ranking on page one


or websites you just started okay here's

another on-page factor you want to check

its the schema markup schema are

microdata is extra HTML or JavaScript

you put into your page to further define

your content type like it's an article

page it's a page describing an event

it's a page describing a person it's a

page describing a business it's a page

with product listing on it etc our

testing is shown a boost and at least

the product schema and google has said

not to allow errors in your in your

schema because that might hurt your

rankings or your featured snippets

so if you have any products on your site

you should definitely be using product

schema and you if you're using any

schema at all make sure you do not have

any errors because Google is warned

against that so how do I check it well

to check your schema markup it's pretty

easy to check for errors you can use the

Google public schema markup validator

just Google that you'll find it or

search console so in search console it's

very easy to do you just go to search

appearance structure data after you had

any structured data it would show up

here okay here's the next it right there

thanks thanks Josh thanks for the air

thank ya you know when you're making

these PowerPoint so you go crazy okay so

here's the

here's another on-page factor we need to

check internal links why are internal

links important internal links are super

super important by the way if you guys

are getting tired if your brain is full

up pause the video walk around do some

jumping jacks go kung fu fight some

ninjas get some more coffee come back

press unpause here we go why are

internal links important ok internal

links are important there it's extremely

important for ranking they tell Google

what is your most important pages what

your site is mostly about and they flow

PageRank to your internal pages quite

frankly it's one of the biggest ranking

factors that most people overlook you

want to make sure your most desired

ranking pages have these things they

have to have the most internal links on

your site and preferably they're also

linked from the main content of your

index page it's very important for

flowing PageRank and ranking your sub

pages on Google most people overlook

that so to check that all you have to do

is again of course use search console

in search console you just go to search

traffic internal links and it's gonna

show you how many internal links each of

your pages have and then you'd have to

manually eyeball your index page to see

what web pages you're linking to and yes

that's where you would see that the page

is thanks Josh and that's how many links

they have and I would also watch out for

blogs quite frankly a lot of the time I

see like a sales site that has five

sales pages and 600 blog pages that's

not helping you rank any of your sales

posts on a local site it's fun because

the local ranking factors are different

as well blog on a local ranking site can

help if you're talking about stuff

that's on your topic like a law blog if

you have interesting articles about the

law like like how difficult it is to get

a divorce or watch the ten top tips for

family law or whatever that would be as

long as people are enjoying it if people

are not enjoying it that's a huge

problem but if people are not on a local

site that's fine it's one ranking factor

it's not the best way of ranking it's

not even my preferred way but it's a way

if you want more ideas on how to rank

local site so I have a rank any sites

quite frankly email me at Josh menisci a I'd love to talk to you about

but for blogs for an e-commerce sites

are not great because you want to

convince Google in the search funnel or

otherwise known as the sales funnel

where they should be ranking you and

they should probably be ranking you

closer to the sales end of the funnel

because that's where you get higher

conversions but again it's totally up to

you I've seen people you make blogs work

it's just it's so popular for my two

thousand seven and everyone thinks you

need to use a blog you don't and if

there are some problems it is planned to

be if you don't do your blog right which

I see 99% of the time and I'm going to

show you how to check this later on in

the course if you don't check if you

don't write your blog correctly it will

get you nailed for panda and you will be

crying because your rankings will be

gone okay here's the next on site or

on-page factor you need to check manual

actions otherwise known as Google manual

penalties Google gives one of those well

quite frankly Google being the nice guys

they are they give a number of ranking

penalties which they psychologically

style as manual actions so as not to

appear to me that complete assholes that

they are that will destroy your rankings

in general they give it for obvious bot

links obvious spam or low-quality or

affiliate or thin content and more

that's basically what it's about if they

have find some links that looks

obviously purchased or you're obviously

a spam site obviously low-quality

obviously an affiliate site are

obviously thin content and a few other

things but that's basically it how do I

check pretty easy of course you just go

to search console you cannot tell if you

have Google penalties if you do not have

search console so just go to search

traffic click manual actions and I'll

tell you if you have any listed manual

actions that is any manual actions that

you have accrued while you are the owner

of the site if you were not the owner of

this site when the manual action was

accrued they may not show them but there

could still be manual actions yes Google

are jerks

yes thanks Josh that's where you'd find

it that's where your eyeballs need to go

if you've got any penalties or you have

any questions about how Google could be

a jerk and how they might be affecting

your site and what hidden penalties they

might have on you or the actual penalty

listed here just go ahead and email me

at Josh majeski a gmail account okay

here's the next factor mobile design

what about design and errors remember

Google is moving to a to a mobile first

index they already have but I made this

video made this PowerPoint we're working

on this for months they've already done

it by by this time October 2002 2017 is

when they moved over to it so there are

two there remember I told you they're

indexing your mobile pages and ranking

your desktop site and your mobile site

based on your mobile pages so if you

have any mobile rendering errors both

your mobile and your desktop rankings

can eventually suffer from this so how

would you check it well it's pretty easy

again you just go to search console you

click search traffic and mobile

usability and it would tell you if you

have any mobile rendering errors it

would tell you here after you do yes

right here if you do I was thrown around

fixing them if you don't know how to fix

them or don't know what that means just

email me at Joshua Chesky at


now we're not intermission folks that's

all the on-page and on-site factors you

need to test we are more than halfway

through my massive SEO tutorial how to

do a professional SEO audit my SEO

course II you can go to the lobby and

get yourself some popcorn you can do

jumping jacks you go fight those ninjas

again and we are gonna you can pause it

take a break and we're gonna move right

on to the off-page factors here they are

off-page factors off-page factors are

very important for SEO there you can see

their bigger share they're anywhere from

33% to 80% of your rankings you can rank

a site without off-page factors and so

they're not a hundred percent of your

rankings like the other things were but

they are a bigger chunk for positively

ranking I'd say at least a third of the

ranking factors at least so get ready

just forget the coffee get tequila and

grab forget to notepad just go and grab

your girlfriend or boyfriend or your

transgendered lover whoever that might

be and get ready for some off-page

factors all right so the first one is

social metrics social for ranking our

social social factors a ranking factor

yes they are we've tested this in the

essay group and I've tested it myself

Google tracks a few things when it comes

to social they track your clicks from

social so your traffic from social they


and there was a delicious little little

accidental leak from Google when they

accidentally leaked this information as

well um they also tracked shares of your

pages so on Facebook on Twitter on

Google+ they do track shares your pages

nofollow links do give a bit of a boost

and when you're sharing your pages

shared on social does give you a little

bit of a boost it's not a huge signal

but it is one that we've detected and

we've tested in in a controlled single

variable environment so we know for a

fact it works at least it did when we

tested in a couple of months ago and

they will also track organic and active

social profiles linked to your website

and vice-versa

so for example if on Facebook you have a

lot of likes you have a lot of

conversation a lot of discussion a lot

of Plus Ones or whatever they do on

Facebook I have no idea I hate Facebook

my parents are on they will if you have

in your website field you want to put

your website there and we know that

Google will also associate your page

with your Facebook page if you have a

links to your Facebook page on your web

page or if you have a GOG tags those are

our original gangster tag so they're not

ice-t tag sorry that's that's a night

that's a deep cut reference for a deep

1990s rap CD reference for you I'll tell

you the time the ice-t saved my life for

beats down but was stabbed and ice-t

concert one time actually ice-t saved my

life I'll email me I'll tell you the

story that's the true story actually by

the way getting back to the point sorry

this is a long video getting back to the

point if you have on your webpage if you

have your Facebook page listed or your

social profile pages listed and make

sure that your social profile page link

back it is a ranking factor we know for

a fact Google uses it so how would I

check that well surprise surprise not a

search console this is now we're moving

away a little bit from search console in

this case we can use a different Google

free Google product it's Google

Analytics I do not work for Google

disclaimer I do not work for Google

disclaimer no children were harmed in

the filming of this video you do check

this stuff you can very easily use

Google Analytics you

click on acquisition install Google

Analytics is free you would click on

acquisition click on social overview and

I'll tell you how many clicks you get

from social and remember there's all

kinds of social networks more than just

Facebook there's YouTube there's

LinkedIn there's MySpace I don't know

there's all different kinds there's all

different kinds of ones that Google will

include here and Google tracks tons of

different kind of social networks for

signals they're very very sneaky so it's

a good stuff if you can be social it's

just a good thing to be social this is

where your eyeballs should go to look at

that kinds of things and here as well ok

the next thing our social reviews you

want to get reviewed it's another great

off page factor it's more important for

local and e-commerce is an authoritative

third-party reviews they do help rank

you have tested this in the field you

want to be getting as many stars from

Yelp Facebook Google my business

Amazon service reviews and other high

authority brands and sites you know in

your air if you're a lawyer fine law and

all those different kinds of ones you

want a good positive Better Business

Bureau you want a good positive review

for as many places as you can get them

as possible

so here's some notes about reviews I

would use the review schema and link

back to reviews came from so that Google

could use the Google can actually put

your star reviews in the Google search

results remember to link back to where

it came from however the review has to

be associated with the thing in question

so a review of you should go on your

index or your about page and that's

different than a review of your product

which would go on your product page

that's a very important distinction

quick frankly more third-party more

police bigger equals better so you know

a Yelp Amazon Facebook these are huge

sites that are third-party you can't

control obviously or not you have super

control of it and so Google trust those

reviews more those are the kind of

reviews that you definitely want to get

and you always want to respond to or fix

or delete bad reviews wherever possible

and yes you can use your own made-up

star ratings on your site with schema

but they won't trust it if you have any

quality problems at all so to check your

tech implementation in Google schema

verification tool go to bitly slash

Google scam

and you could chest you can test your

scammer there I made that no one had

made that yet I made that I'm so proud

of myself I'm the first one made that

yes the life of the SEO is super super

boring and if you have any quality

problems that will also be an issue if

you don't know if you had a review scam

and you don't have it anymore if you had

a knowledge snipping you don't have it

anymore and if you if you're know your

skin was working properly but it won't

give you the review snippet or the notes

knowledge snippet that means you for

sure have a quality problem email me at

Josh Brzezinski at and I will

help you with an SEO audit of final

those problems we'll fix them right up

for you okay here's the major off-page

factors links both do follow links and

off nofollow links so the off site

they're called off site links incoming

links or backlinks of course links

continue to be necessary for Google's

algorithms they are ever losing juice in

my opinion interestingly as I said

nofollow links seem to have some juice

but of course do following do follow

links remain the king how do I check for

backlinks well there's a bunch of

different ways you can use hrx or SEM

rush these are paid tools and they're

pricey but they will show you your

backlinks there's also majestic in-laws

as well you can use to show your

backlinks or you can use search console

for free that give you a sample of your

backlinks as well so you would you just

open up search console go to search

traffic links to your site and it'll

show you all the links that come to your

site where they're coming from and what

kind of links they are so here's some

things to point out it'll show you that

that's where your I should go to see the

total number of links but here's

something else important I've done a lot

of testing in in backlinks and trying to

do negative SEO of backlinks and quite

frankly negative SEO with backlinks is

is a myth it doesn't exist the only time

it hurts you is when they actually make

you get a manual action and that will

only work if you've been doing a whole

bunch of blackhat linking yourself that

looks obviously paid and spammy

remember I told you about paid spammy

links so you just want to watch out

about links from these kind of areas

that's the probably useless or really

low power links anyway I wouldn't pay

for these kind of links don't ever pay

for a web 2.0 kind of wordpress link

because it's it's so low-power that's

probably not worth it it is gonna send

you some juice but it's going to look

really really bad when you bubble up to

the manual team you want to check to see

how your pages are linked as well you

definitely want not to have too much

exact query Google will tell you if

that's the case anyone check to see what

pages are linked to as well if you need

any help with this you can always email

me I just would like to point out this

is I got this this is if you're doing

white hat linking this was the the

website I released when I had that

scandalous article about cuts the black

hat and I talked about penguin 3 it's a

few years old now

I got twelve hundred and fifty links

without trying so if you have something

scandalous to write about if you have an

interesting topic the old what ye oldie

white hat build it and they will link to

it it does work I got twelve hundred

links without trying and it does rank

for some queries but but you know so

that may not that may be enough for your

niche it may be way more than you need

sometimes you only need like 20 or 50

good links to write these days so I just

wanted to point out that you know we

talk a lot about buying links hush-hush

or acquiring links but you can do what

at linking here's a primary example of

where I get that so if you want more

from need helped for any of that to

check your links to get links either the

white hat way all you have to do is

email me at Josh Brzezinski at gmail

comma I can help you out with any SEO

thing you need okay let's move on to the

next off-page factors mentions and

sentiment so what about this thing

called a bat merchant algorithm and what

about your entity although tax

management's do not seem to push the

needle in one or two or many thousands

of in one or two mentions many thousands

of mentions can definitely affect your

rankings i did a test where it seemed to

be based on the quote the query deserves

freshness especially if there are

negative mentions so remember google

does have the bat merchant algorithm

they announced a few years ago and so if

they do something called sentiment

analysis the determine if mentions are

positive or negative and if you have a

bunch of negative mentions they they

they have said in the past that they can

demote especially ecommerce sites that

have a really bad reputation so if you

want to check your mentions a sentiment

it's pretty easy I would search google

for your entity this is a really

interesting thing I like to do it tells

me a lot of stuff so basically check

rankings for your biz with no domain

extension or whatever so and also I

check your autosuggest for your bids

reviews so for example when I check the

moral concept you notice that the first

thing to come up was do they buy my

entity or business you want to make sure

that your entity or business comes up

first if not this spells a potentially a

quality problem if your if you if your

site is not the first thing that comes

up for your entity search that's an

issue that means you have a quality

problem for sure and you should have

site links as well if you don't have any

site links showing up for your your

entity search that spells a potential

quality or a relevance problem as well

so I would definitely check that out too

and then make sure there are no and it

lastly we're talking about sentiment

make sure there are no bad reviews in

your entity search if so I would fix or

remove them I would answer them you may

need to change business names quite

frankly and make sure to the same for

review so that the business was called

the moral concept I would search for the

moral concept dot reviews so make sure

to search for these things to know what

the entity is now if you're wondering

what is the entity well I would refer

back to Plato this is Plato the entity

if you're wondering kind of what is an

entity remember Google wants to know

about things and on strings so this is

Plato from of course the School of

Athens this hangs on my wall and he's

carrying a book and he has a finger so

those are the things that are entities

Google wants to know about all this

stuff so they should know about all this

stuff about your entity and I should

about should be all positive and not

negative information and like poor old

Plato okay what is the next thing entity

searches so how good of a brand are you

so again still talking about entities


has long had patents out detailing it as

a ranking factor how many people search

your brand and click on your result I'm

doing experiments on this right now to

try and prove it but Google is seem to

confirm this you definitely want have

brand searches so how do you check that

well it's pretty easy you go to search

console go to search traffic search

analytics make sure you click

impressions CTR or position and search

for your entity to see what the

click-through rate is for people who

click that so for example if this was by

red apples comm I would want to see by

red apples I would want to see by red

apples right here and we want to see our

click-through rate of at least 50% and I

want to click click-through rate to list

it from best to worst and now will tell

me if people are searching for my entity

say no Google knows who my entity is and

if this site is good from an today and

people are clicking on it and getting

that result so if you don't and I for

exact match domains you often don't see

that so that's definitely kind of a

problem there that you want you would

want to address if you have a kitschy

brand name like Josh's food emporium and

people are not searching that and and

clicking it or even worse that people

are searching it but they're not

clicking it if Josh was free Emporium

showed up here but at the CTR was only

12% I want to do a search to see why are

people when they search Josh's true

Emporium what is showing up down here is

there some bad reviews showing up down

here that's what I would want a check

finger okay so that's how you check that

move it on to click-through rate

so is your surf click-through rate or

ranking factor I it's rumored to be a

ranking factor or at least it gets you

more traffic now so I would trust I

would I would use it as a ranking factor

it's very important to make sure you're

getting click-through rate what what

good is the number one ranking in Google

if you only get 3 percent click-through

rate you know so whether it's a ranking

factor or not I would definitely check

it so it's easy again you just go to

search traffic search analytics you can

use the new version of Google they've

got a new version which goes back for 12

months or you can use the old version

here which is easy to use and you would

click position and yes your eyes would

be guided to the click-through rate

column which you can clearly see

there and quite frankly click-through

rate of 12% is great a click-through

rate of 0% is terrible so I would

definitely want to see that being higher

if you've got a click-through rate of 0%

or 1% that's a problem I would

definitely want to be higher on that

kind of on that kind of a query that the

site's not doing too well from that

regard I need to up I need to update it

from that perspective totally ok here we

are with another intermission go grab

yourself a hot dog and a beer or

whatever else you want and we've got

only about 40 slides left our 50 slides

left here and we're gonna move right on

to the quality factors again the quality

factors are about 33 to about 80% of

your rankings again quality is super

important in my opinion it's just as

important as links to writing so we're

gonna talk about the quality factors so

forget the coffee and and booze you

should grab the mess and just start to

smoke the crack pipe because we're gonna

get starting to get crazy and get into

the deep SEO factors disclaimer Josh

PLCO does not formally abdicate to

getting a bath okay didn't I just say

that link so that are a big factor and

you might be saying hey Josh you know

like this young SEO here saying can I

just get links do I really need quality

yes you need quality quality is the

terrible Panda you remember Panda

remember everyone in the SEO industry

freaking out about panda it hasn't gone

anywhere it still exists it still exists

and pounded this minute is the terrible

algorithm that Google has that is going

to kill you if you just try and get

links you know maybe it's my links

that's why I'm not ranking no it's panda

it's quite often quality so what you

need to worry about in checking your

quality is that traffic matters the

question is is your traffic satisfied

did they find what they want on your

site how do you tell if the traffic is

satisfied basically I see a quality it

boils down to a few factors one did your

page convert so I'm sorry did your page

content answer their question or solve

their problem did it convert in the

general sense of the word

did your design your speed get in the

way and finally

um I said a few factors when we put - I

should have said two factors so it boils

down to two factors did you page car

that adds other questions on their

problem and did your design or speed get

in the way so oli satisfying

so remember Google tracks all real

traffic and all major modern browsers

analyzes user signals to determine if

they were satisfied unsatisfied or was

indeterminate do I have proof for this

yes I do

we have actually tested the quality

factors and here's the proof I have one

common sense links are always a tertiary

signal at best oh it makes sense that

they would always move on to traffic as

being the main signal I have direct and

indirect Google admissions from John

Mueller on Tralee Pat's F Gary Ilyas and

more Google employees it indirectly

telling me and directly telling me in

private that that traffic has a ranking

factor I have the 2012 Panda patent

talking about the quality score and how

they would track users clicks and

determine a quality score based on this

and quite frankly they are moving to

machine learning and artificial

intelligence so it's really common sense

they're going to move in that direction

anime of the SDM rush 2017 correlation

study saying the traffic as a ranking

factor and quite frankly sih on them

blocker oxpecker nfg SEO and my

independent testing proves that it's a

it's a ranking factor for crying out


so stop emailing me and saying is it

really a ranking factor is traffic

really your ranking factor are they

really tracking traffic yes they are I

have every level of the the level of

evidence chart every level telling me

that it's a ranking factor so and here's

my search here so here's my test was

also I did here on July 6th we pointed

on my test page it was ranking number 3

pretty much consistently for months we

pointed traffic had about 60 people to

it and this period here and nothing

happened for weeks but later on remember

Panda is running on real time now and as

John Wheeler has told us every few weeks

to a few months it refreshes so it

processed the quality score based on

with traffic did and it gave us a boost

to number one nothing else happened on

this surf there was no links no no other

traffic than the traffic

cent there was no social no content

change and it's still ranking number one

for months and ever since July so I know

for a fact it and we've we've repeated

this test in numerous times and other

people have done this test as well so I

know it is a ranking factor the question

is does the traffic like what they found

on the page is the question now but Josh

how can they tell what a user does on

page isn't this only bounces can't I use

crowd search drop me to sandbox to my

site no no you cannot traffic matters so

remember Google is tracking everything

you do on the page they're going to go

to Chrome histograms to see all those

different stuff that Google is tracking

also on chrome and Android the most

popular browser by far far over a 50

percent share they have long been able

to watch your mouse movements and

keystrokes and an account history to

tell with a very high degree of

certainty whether you are a bot or not

so you cannot use you know do not use

crowd-sourced op me do not use any

robots do not use micro workers they can

track all this pretty easily to tell if

you're a really human being so it's like

as if I tried to go on tinder you know

if people are swiping left oh my god get

this guy out of here my tinder if

they're saying they don't like it

Google will they hella tell that's the

case okay Josh fine how do we check this

well it's very easy we use the Google

Analytics kit no no no children were

harmed in the filming of this video we

made this kid was armed I made him pause

and therefore the picture for like five


stay there kid oh no sorry never mind

I'll see you good youko to Google

Analytics this videos been going on a

very long time you're good if you go to

if you need a pause just pause it do

some stretches smoke the math I

mentioned come back if you need to check

how good you're doing with your users

there's a couple places you can check

there's a whole bunch of stuff you can

do so first off you can check the new

visitors the returning visitors rather

sorry the returning visitors is a good

indication as to whether or not people

like your site that's a good thing to

check the next thing to check is how

many page

procession do you got quite frankly if

they're only going to 1.3 pages that

tells you they do not do you have to

take should they like the pages should

they keep going on that's an important

thing bounce rate is important they're

bouncing around a lot on this site

that's not a good sign and they only

stayed on average 47 seconds depending

on the site if this was a blog site that

would not be good if it was long-form

content especially if it's 2,000 3,000

words I guarantee they did not read that

content in 47 seconds here's another way

you can tell now here's a problem with

the average duration is that out of the

box Google Analytics does not accurately

track traffic what I know you're

surprised like this this kid here Google

Analytics is crap into the box yes out

of the box is crap it does not track the

actual time on page why well because

sorry Oh someone needs to oil this chair

sorry anyway why it's REO that's all the

meth I was smoking why is because when

the Google Analytics JavaScript loads it

fires when the page loads but if you

don't reload the page they have no idea

how long you stayed there because the

JavaScript doesn't load again so that's

why we need to use this really handy

Google Analytics hack so this is a

little piece of code you can install

into your Google Analytics now this is

not Google tag manager for Google tag

manager all you need to do is email me

and I will send you the code for Google

tag manager so email me at Josh

Brzezinski at I'll send you

the code for Google tag manager it

doesn't work out of the box in Google

tag manager either but all you need is

I'm just interested in real code if you

want me to actually if you want type it

from this and you want me to send it to

you just email me as well and this will

set an event that will track a page one

page visits with real time on page and

then bounces under five seconds so what

that code will do is it will track in

with with what it will track the users

that are on your page they don't track

one page visit and it will also make

your bounce rate a measure of who

bounces under five seconds and that's

important because if your users are

if you have a 20% bounce rate of users

who bounce under five seconds again I

guarantee you you've got this this

tinder josh face problem okay now what's

the next one here

here's another two way to check bounces

and usage so this is you would check it

to check on people use your site use

Google Analytics it's free or something

like crazy egg is a paid heat mapping

software but it's fantastic you would

check it bounces from site so they go

back to the source that's the one bounce

it's important the second bounce that's

important is the on site pogo-sticking

so what is the on site pogo-sticking

well you can check both of them in

Google Analytics here you'll go to

audience and user flow so you would

check the user flow yes that's what you

would click you would check the user

flow you do make sure you're selected

all users for this all their tracking

all Google is tracking all traffic and

you would see how many people in the

United States you could tell where

they're coming to the United States

United Kingdom or Canada and so that's

good information now this is how you

would check in to the first one this is

the back to SERP or Ridge inator the

ideal visit keep in mind is one page is

a visit only one page and there are a

hundred percent satisfied so when you

look at the starting pages there which

is just directly to the right of this

this one I just mentioned here you see

to the right from the I just move the

screen over so they have room you would

see out of 193 sessions we had a hundred

and sixty-eight drop-offs that's not

fantastic so you also want to check the

drop-offs on each page and that's not

good either if you have 15 sessions on

one page of fourteen drop-offs that

tells you when they're dropping off on

the site and they're bouncing back to

Google and that's not fantastic so if

you also want to get a better sense of

your other pages they're checking what

you would do is you'll go to the green

area here and you would right click and

you say group details and it would tell

you the drop-off rate per page with the

time on page if you and this would be

the accurate time on page if you've

installed the JavaScript code so I

repeat you would go to the green area

here you'd move your mouse over it

you'd right click you click click I

think it says left click or right

one of the other you click group details

and you would see if you've installed

the JavaScript code that I talked about

you would see the actual time on page

they spent and the drop-off rate so the

information yeah no it depends if you

have an information page or a sales page

what's important here do you think they

were satisfied for your information page

or if was a sailor page did they call

them by you it did they could the date

did they buy you ha did they call them

by you were you for sale what kind of

what kind of sorry you're running I'm

sorry just just just a little

prostitution joke this deep in the

course if you're running a sales page

did they call or buy your product or


that's what you need to check so so for

the sales page it's a this is only

anecdotal like they could have only been

there for five seconds and the drop off

rate could be 90% but they all called

you on the phone and bought so that's

not a problem but I guessing I'm

guessing that's not the problem so you

want to check this to see how long they

were on your page they're only here for

five seconds and you have an 83 or a

high drop-off rate like this this is not

going to be a good thing so I would

definitely check the percentage of

traffic that dropped off and at what

time because that could be very

important information for you for sure

these so this is the bounce back to SERP

or bounce back to source that you'll be

checking that's the first tip that's the

number one important bounce the right to

check here's the second bounce rate you

want to check that's important to check

and it is the pogo sticking look at this

here people went from the pandalus page

to the index page back to the panelist

page back to the index page that is not

what you want

that's called pogo-sticking and that is

what the two thousand twelve pound a

patent is written about and so the ideal

visit again remember the ideal visit as

far as Google is concerned is they just

go to one page and they got their

information and they go and they turn it

to search right they wanted the Panda

list they clicked panda list in the

result they read it and then they go and

they search for cookies or something

totally different than what they were

searching for before you do not want

this kind of pogo sticking pattern

because that's exactly what they talked

about the 2012 panda patent that would

reduce your quality score and so let me

tell you exactly how that would work so

every time if they just went to one page

that would

be a perfect quality score of 10 out of

10 quality scores like PageRank it's a

number of 10th that'd be a perfect

quality score but every hop they go to

the way the 2012 panda pattern is

written would be another minus 10 so

this would be 9 9 to 10 8 out of 10 at

past 7 and 10 at best for a certain

percentage that just keeps bouncing

around the site because apparently they

can't find what they're looking for so

remember the ideal visit this is not

sure the ideal visit and there's a good

chance that google is using this as a

ranking algorithm and quite frankly it

just shows that people are not enjoying

your site and you're not converting as

bit as well as you can you're not making

this sales as you can so you should

definitely want to fix this this would

definitely be part of your SEO audit you

definitely want to fix this anyway okay

here's the next off quality factor we're

going to check and it's traffic matters

when design is its when designs attack

so sometimes the issue is not your

content it's your presentation you need

to check your design for too many ads

that would be more than 30% screen

real-estate above the fold you need to

check your site for too much fluff above

the fold you need to check to make sure

you're selling well that you have a good

call to action that you have sales value

propositions and places people can read

it and finally you need to check check

the site speed on so if

you want help with your design you don't

know if your design is any good you

don't know if your design is getting in

the way of your conversions email me at

Josh machine skini at I will

help you out but you for wanna check the

speed on i'll show you

how to do that it's super cool so

basically this is web page test I don't

work I put in your site here you select

your location if applicable if you have

a local site if it's not applicable I'd

select Lincoln Nebraska or Oregon so

that you're tight you just show your

test is faster there's less people doing

tests in this area you also want to

select 3G because that's on average

Google tells us that's what people use

for mobile traffic which is interesting

so you want to select 3G to see how long

it takes to download on a mobile browser

because again remember they're ranking

all sites based on mobile factors these

days and after when you're done that

you'll get the speed test back you want

to check the first bite time annual

check the

render time that's what's important so

basically you want the first bite time

to be below one second and you want your

start render time to be not too much of

a distance between the two and that's

that's not what you want so this would

not be that great it's good because it's

starting to render pretty fast but I

would want this to be faster this is a

whole second in between why is that the

case well it could be the case for a

number of reasons if you want to scroll

down you'll see that they tell you what

all the requests were taken up with and

what your bites were taken up with it

quite frankly look at this 65% of the

bites here were from JavaScript that's

not good so there's no reason for a

simple blog site like this to have 65%

of the bites of this site be in

JavaScript that's just because my

designer was getting lazy and he copy

and pasted all the JavaScript from his

last design he did to this to this page

so what else can you look at you can

also look at here and here's where look

at all the JavaScript it's being loaded

here look at all this crap look at all

this fluff this is definitely not what

you want to load this is why the page

takes so long to load that's the kind of

stuff you definitely don't watch the

time of first buy it wasn't too too bad

but then it's all this stuff that's

being loaded here so that's the kind of

stuff you can you can fix when you're

doing the quality that's how you would

check the speed I love

it's a great speed test to use so that

brings us to the end of what kind of

quality thing is to test there's a few

more things you can obviously want to

look at when it comes to design it'll be

too long for me to go over and this this

this sem tutorial so if you have any

questions about that

email me at Josh pitches give Geno calm

and here were having a smaller - mission

go and grab your girlfriend or boyfriend

or a transgendered lover whoever

whatever your thing is man whatever your

thing is dude it's not good and crap

grabs and stop smoking and that's put

down the crack pipe and drink some water

and we'll go into the final area of the

ticket pause take a break and then we'll

go into the final area here of my a

professional SEO audit is the SERP

analysis is to see how much stuff there


check for a professional SEO analysis

the serpent alysus I would say is not a

ranking factor per se but it is going to

equate to 30 to 50 percent of your

success if you do not check the landing

pages you're going to end up on if you

do not check the search results pages

the Google pages you're gonna end up on

you have no idea so roll up your sleeves

we're going to look at the serpent now

how to do its proper syrup analysis and

forget the coffee get your gun

disclaimer I do not formally advocate

the getting of quote/unquote your gun

okay so query so the serpent Alice what

is this well QT d stands for query

deserves diversity QT f stands for

deserves freshness the known snippets

and the competition analysis so how do

you read the SERP the final component in

any professional SEO audit should

probably include an audit of your SERP

landscape you can do everything listed

before write everything I talked about

you can do right and still not rank due

to the SERP you want to appear on

because you did not plan for where

you're going to end up so anyone who

does an SEO audit if they don't do a

competitive analysis they have no idea

what they're doing if they don't know

their evidence sources they have no idea

what they're doing either pretty much

everyone else in the industry has very

little idea what they're doing you need

to listen to the people I have on my

blog we're really the only people you

could trust so for example the SERP

could be dominated by Google products

and ads for example look at this images

where this how many things are a Google

product here you know on this little

this is a Google product Google product

Google product so if you don't you know

or the knowledge panel for best PHP CMS

here's the knowledge here's the

knowledge a carousel that will go for

that or knowledge snippet can show up

you need to check to see what your SERP

is gonna look like so if you want help

doing getting in the knowledge panel or

getting of this stuff I know how to get

it email me at Josh which is Quixote

mail calm but you definitely need to

check your syrup to see if it's got

those kinds of features and if it does

you're going to want to get them now

even if that's not the case you the SERP

may also be dominated by big brands that

would be tough even practically

impossible to beat for example look at

what I just do a search for search

shirts every single result is giant

essentially a giant brand right hmm

Nordstrom Macy's LL Bean JCPenney these

are all huge brands you know rose

wholesale Foot Locker Mark's work

warehouse and in Canada the Hudson's Bay

Company is a big brand which you might

be learning about if you're watching the

the TV show frontier with Jason and

Momoa so uh what about the spammy serves

and what about spammy search as well so

it all depends on the SERP you want to

rank and you've got to check this stuff

out it's the very it's very important

for for a proper professional SEO audit

so you need to check your SERP how do

you do that well again I would use a

SERP overlay like SERP work so you don't

have to use soap works there's a moss

there's moss has one a truss has one

they all have different have one but

none of them have the keyword density

thing because I asked Richard to make it

who makes the SERP works overlay so he

did so that's why I use it because I

asked him to do it he did it so I told

you I know everyone in SEO I've been in

SEO for ever everyone knows me everyone

who knows what they're doing anyway who

doesn't live in a little bit vacuum it's

something I see oh whatever it goes

anywhere or seasoning so you I would use

a server overlay like SERP works there

that's where you would click it and it's

gonna bring up this kind of result for

you and again you could check the number

of links it gives you a pretty good

glance of what's going on here and these

are the most important factors as far as

I'm concerned for in my opinion these

are the important factors you need to

check for the competitor analysis I

would check the keyword density I would

check the page Authority because that's

a pretty good of the page the domain

authority doesn't matter it's only the

page authority the domain authority only

matters insofar as the domain authority

of that domain filters down to the page

authority and the trust flow matters as

well those two are very very important

ah idea secondarily I would also check

these things as

the spam score is it far as maz is

concerned house family links are well

it's basically just going to tell you

how much of this trust flow and page

Authority you can trust based on the

spam score there fern domains is another

factor and the anchor text the anchor

cloud the exact match query anchor text

pointing back to this domain is fairly

important as well then the next thing

that's important is whether or not they

got any h1 or h2 tags because remember I

told you that's how you do a proper

on-page SEO if all the competitors don't

have any of these that's a pretty

positive thing but of course it's not

it's not the it's not the only factor

I've shown you tons of different factors

it's not the only factor but it's an

important factor if I finally gonna surf

and I see hey these guys haven't filled

out there they're on page factors that's

one little feather in my cap that I know

that I could beat them on that because

they haven't filled it out and also last

but not least the the social is

important as well to see what kind of

social they have there again it's not

the biggest factor but it is a factor

and then last but not least you can

check the key this one I like I think is

important the keywords that are ranking

for an SEM rush on the traffic for

example like look at this site down here

they have just a little bit of traffic

you could check if what else is P and DA

of course so sorry going back to this

one so this K this site here just a

little bit of traffic and a little bit

of keywords these guys have more

rankings so you know they're in a bigger

site they have more keywords ranking and

they have more traffic you know that

they're a bigger site and so you know if

you want to take these guys out or if

you have to deal with these guys that's

going to be harder to do so for let's

say this this little so this little

slide here but this little site here has

the has the snippet the featured of the

site links so that is telling me that

they might have a little bit more

quality than these guys these guys

hippie shop calm who might watch my show

they should be improving their quality

for sure because these guys are getting

the the site links and these guys are

not sorry that's a little diggit the

guys who watch my show I'm trying to get

them to improve their quality getting

clients to prove their quality on their

website is

like herding cats difficult to do so

again you should check out the trust

flow in PA for all the other competitors

as well as I've said remember you do

want to be fifty percent above the surf

keyword average density no more or less

and remember you need to check if you're

a small or a bigger site and you could

make an educated guess as to whether or

not bigger sites do rank better so if

all you see are big huge sites on the

SERP like that branded one I did

previously it's gonna be very hard to

rank theirs and be very difficult to

rank there for sure so another thing you

need to ask yourself is did you do

proper keyword research you know notice

how I did this whole search on purpose

hippie clothes what these guys might be

optimizing here for is not what the main

search is so you want to make sure that

you're optimizing for what the main

search is so do the proper keyword

research is important also that will

include checking to see how how

lucrative this keyword is anyway if this

this keyword is only worth forty four

pence if I'm reading that correctly my

UK friends please correct me if I'm

getting your weird currency incorrect

but this is only worth forty four pence

so it's not even a full pound you know

is this the keyword you really want to

spend a lot of time and money on and the

final pro tip I'm gonna give you when

you're doing a serpent alysus is

whenever there remember whenever there's

two or three pages on the cert from the

same site this indicates that there's a

quality differential between sites it's

a big opportunity to get your quality

above everybody else's and get the

ranking boost so even though I said

these guys might need to improve their

quality because these guys are getting

the site links they got at least two

they have two results for the search

query hippie clothes they very well

could be doing better than everyone else

down here lower down on the server so

always remember that quality is a

relative term just like gravity just

like Einstein said a equals MC squared

that gravity is relative that has

nothing to do with e equals MC squared

by the way but I'm getting really tired

so just pretend it does but he did say

gravity was relative so to quality is

relative Einstein said about Google

ranking that quality is relative to

everyone else on the SERP check the

quote that's what Einstein said that's


I started to not say that in any way

shape or form okay so that is the end of

the professional SEO audit that covers

everything we've been over the technical

factors on page off page quality and the

serpent alysus that and this and nothing

less than this is what you need for a

professional SEO audit remember to keep

in mind all the levels of evidence if

you do not have this evidence you do not

know what you're talking about

quite frankly and/or you're just

guessing because these are only guesses

down here and you want to find an SEO

who does you can corroborate facts you

can do these chorus studies and who can

also do single-variable experiments like

myself and all of my other friends I

talked to you on white out versus black

hat SEO show and finally if you need

more help that's my big fat smiling face

you can come onto the show and see those

other smiling faces and we will help you

with more SEO videos at bitly Josh

subscribe you can subscribe to my

youtube channel and you can get more SEO

help by emailing Josh which is ski at and that is the end of the


138 slides whoo we did it and it only

took coffee tequila grabbing our

girlfriend or transgendered lover and

smoking some meth to get through it all

so I hope you don't mind my my

off-the-wall sense of humor but that was

all good information based on serious

SEO evidence and I just like to deliver

in a funny way because look at look at

this picture I'm a funny kind of guy so

accept any substitutes do not do not

accept any lesser SEO evidence do not

accept a lesser professional SEO audit

and as I always say good luck in the


thanks folks and we'll see you next time.........

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