Auditing an Existing Site to Identify SEO Problems PART 3

Auditing an Existing Site to 
Identify SEO Problems PART 3

Elements of Audit:
  • Importance of Keyword Review
  1. Step 1: Keyword research
  2. Step 2: Site architecture
  3. Step 3: Keyword mapping
  4. Step 4: Site review
Elements of Audit:
  • Keyword Cannibalization
  1. Keyword cannibalization typically starts when a website’s information architecture calls for the targeting of a single term or phrase on multiple pages of the site.
  2. Many times this is done unintentionally, but results in several or even dozens of pages that have the same keyword target in the title and header tags.

Elements of Audit:
  • Search engines will spider the pages on your site and see 4 (or 40) different pages, all seemingly relevant to one particular keyword.  As shown in above figure. Google doesn’t interpret this as meaning that your site as a whole is more relevant to snowboards or should rank higher than the competition. But it forces Google to choose any random page from available. 
Elements of Audit:
  • Solution : Instead of targeting the singular snowboards on every page, the pages are focused on unique, valuable variations and all of them link back to an original, canonical source for the singular term. Google can now easily identify the most relevant page for each of these queries. This is not only valuable for search engine but it gives better experience to the user also.

Elements of Audit:
  • Fixing an Internal Linking Problem
  1. Enterprise sites range between 10,000 and 10 million pages in size. For many of these types of sites, an inaccurate distribution of internal link juice is a significant problem.