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SEO Auditing in 2023: How to Revamp your SEO Audits to Maximize Success?

SEO Auditing in 2023: How to Revamp your SEO Audits to Maximize Success?

Learn about the main SEO auditing challenges and status in 2023.

Aleyda Solis

June 06, 2023
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  1. SEO Auditing in 2023: How to
    Revamp your SEO Audits to
    Maximize Success?
    Aleyda Solis


    International SEO Consultant | Orainti

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  2. HIGHER LEVEL OF
    COMPETITION & LESS
    ORGANIC REAL ESTATE IN
    TOP MARKETS SERPS
    HIGHER LEVEL OF
    SOPHISTICATION AND SEO
    MATURITY IN COMPANIES
    IMPACT OF AI / LLMS
    AUTOMATION
    What’s the state of SEO auditing 2023 and how
    to succeed with it?

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  3. IMPACT OF AI / LLMS
    AUTOMATION
    HIGHER LEVEL OF
    SOPHISTICATION AND
    SEO MATURITY IN
    COMPANIES
    HIGHER LEVEL OF
    COMPETITION & LESS
    ORGANIC REAL ESTATE
    IN TOP MARKETS
    SERPS
    IS IT SEO REALLY GETTING
    HARDER FOR EVERYBODY?
    WHAT TO DO?
    What’s the state of SEO auditing 2023 and how
    to succeed with it?

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  4. I asked to the
    community to
    have a
    broader
    perspective

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  5. +370 SEO Specialists Answered The Survey
    Most were technical SEOs working on technical and overall SEO audits!

    Let’s go through 7 insights and how to tackle them…
    What’s your SEO Role? Which types of SEO audits do you work on?

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  6. #1 Most use Screaming Frog, Google Search
    Console, Semrush, Ahrefs & Sitebulb for audits
    What are the top 3 SEO tools you use when conducting audits?

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  7. #2 Despite the hype, most haven’t used AI for
    SEO auditing but plan to do it. 21% say they won’t
    Have you incorporated the use of AI tools or
    functionalities when developing SEO audits?

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  8. #2 There are already a variety of AI use cases
    shared by the 26% already leveraging AI though
    How are you using AI tools or functionalities or plan to do it when developing SEO audits?
    Leveraging AI for Data Analysis and
    Visualization
    Language and Content
    Assistance Technical SEO support
    Content Audits and
    Analysis
    Using AI to classify URLs and
    conduct analysis across a data set.
    Using AI tools to explain
    technical issues to non-
    technical stakeholders.
    Using AI tools like Similar.ai
    and MerchStack for e-
    commerce.
    Experimenting with AI
    tools for content
    improvement and
    generating micro-copy.
    Automation and Efficiency
    Research and
    Competitive Analysis Reporting Automation Link Building and Backlinks
    Seeking ways to improve efficiency,
    speed up audits, and avoid manual
    mistakes.
    Using AI tools for
    research, analysis, and
    topic extraction.
    Automating reports and
    showcasing the ROI of
    tasks.
    Using AI tools for
    identifying link
    opportunities and
    analyzing backlink quality.

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  9. #3 SEOs share recommendations in sheets/excel
    with slides/ppt and present them to stakeholders
    What format do you use to share your SEO
    audit recos with stakeholders or clients?
    How often do you present or explain your

    SEO audit recos to stakeholders or clients?

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  10. • Balancing Impact vs Effort


    • Focus on Business Goals and Objectives Achievement


    • Setting an Optimized Web Base First


    • Balancing Resources and Feasibility
    #4 SEO recos are also frequently prioritized
    based on balancing impact vs effort & biz goals
    How often do you prioritize your SEO recos? What criteria do you use to prioritize SEO recos?

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  11. #5 But Key SEO recos are only executed 70-89%
    of time, execution is as difficult as 2 years ago
    How often are your most important or

    key SEO audit recos implemented?
    What’s the level of dif
    fi
    culty in implementing

    SEO recos compared to a couple of years ago?

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  12. #6 Lack of execution is due to decision maker
    priorities, understanding and expectations…
    What is the main reason that the key recos from your SEO audits are not implemented?
    Decision Maker Priorities,
    Understanding and Expectations
    “Clients prioritize other tasks or
    channels over SEO and fail to
    understand the impact of
    recommendations.”
    “Lack of time, delays, or impatience
    from clients expecting immediate
    results.”

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  13. #6 Organizational factors with bureaucracy and
    political issues and conflicts also play a role…
    What is the main reason that the key recos from your SEO audits are not implemented?
    Decision Maker Priorities,
    Understanding and Expectations Organizational Factors
    “Clients prioritize other tasks or
    channels over SEO and fail to
    understand the impact of
    recommendations.”
    “Bureaucratic
    processes, approval
    delays, or challenges in
    communication across
    stakeholders.”
    “Lack of time, delays, or impatience
    from clients expecting immediate
    results.”
    “Political issues, top
    management vetoes, or
    internal conflicts
    affecting
    implementation.”

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  14. #6 Technical challenges and limitations,
    complexities due to tech debt also have an effect
    What is the main reason that the key recos from your SEO audits are not implemented?
    Decision Maker Priorities,
    Understanding and Expectations Organizational Factors
    Technical Challenges and
    Limitations
    “Clients prioritize other tasks or
    channels over SEO and fail to
    understand the impact of
    recommendations.”
    “Bureaucratic
    processes, approval
    delays, or challenges in
    communication across
    stakeholders.”
    “Technical complexities,
    limitations, or difficulties in
    implementing
    recommendations.”
    “Lack of time, delays, or impatience
    from clients expecting immediate
    results.”
    “Political issues, top
    management vetoes, or
    internal conflicts
    affecting
    implementation.”
    “Legacy systems, technical
    debt, or platform
    constraints affecting
    implementation.”

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  15. #6 Along with resources constraints, including
    human capacity, competency & know-how
    What is the main reason that the key recos from your SEO audits are not implemented?
    Decision Maker Priorities,
    Understanding and Expectations Organizational Factors
    Technical Challenges and
    Limitations
    Overall Resources
    Constraints
    “Clients prioritize other tasks or
    channels over SEO and fail to
    understand the impact of
    recommendations.”
    “Bureaucratic
    processes, approval
    delays, or challenges in
    communication across
    stakeholders.”
    “Technical complexities,
    limitations, or difficulties in
    implementing
    recommendations.”
    “Insufficient resources,
    including human resources,
    budget, or development
    capacity.”
    “Lack of time, delays, or impatience
    from clients expecting immediate
    results.”
    “Political issues, top
    management vetoes, or
    internal conflicts
    affecting
    implementation.”
    “Legacy systems, technical
    debt, or platform
    constraints affecting
    implementation.”
    “Lack of internal
    resources, knowledge, or
    competency in
    implementing SEO
    recommendations”

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  16. #7 At the end, in most cases key recos achieve
    results 70-89% of the time and it’s getting harder
    How frequently do the key recos

    achieve the expected goals?
    What’s the level of dif
    fi
    culty in achieving the
    expected goals compared to 2 years ago?

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  17. How to address these SEO auditing execution
    challenges? Let’s see 7 actions to start with…
    “Clients prioritize other
    tasks or channels over
    SEO and fail to understand
    the impact of
    recommendations.”
    “Political issues, top
    management vetoes, or
    internal conflicts affecting
    implementation.”
    “Legacy systems,
    technical debt, or platform
    constraints affecting
    implementation.”

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  18. 1. Apply a radical SEO recommendations
    prioritization approach delivering a top 10
    actions plan featuring only high-impact
    executions with an executive summary
    explaining the “why” and value for the business

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  19. FIXING
    IMPROVING
    BUILDING
    Creating content to target
    new relevant queries
    through user search
    journey
    Optimizing existing
    content for already
    targeted relevant queries
    Minimizing tech debt to
    avoid crawlability,
    indexability and page
    experience issues
    YES

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  20. 2. Always establish an SEO quality framework
    with education, validation and monitorization
    workflows and standards within the Websites,
    to prevent, catch and address issues fast

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  21. WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION
    ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS
    WEB RANKINGS DECREASE/INCREASE ALERTS
    QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS
    WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS
    CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS
    COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI
    ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS
    RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES
    EDUCATION
    VALIDATION
    MONITORING
    MENTIONS & BACKLINKS ALERTS
    WEBSITE SEARCH CRAWLING ISSUES ALERTS
    SPAM OR MANUAL ACTIONS ALERTS
    SEO QUALITY ASSURANCE FRAMEWORK
    RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS
    EDUCATION

    To prevent SEO
    mistakes
    VALIDATION

    To avoid launching
    SEO errors
    MONITORING

    To catch SEO incidents
    fast
    1 2 3
    ERRORS/ISSUES

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  22. https://speakerdeck.com/aleyda/goodbye-seo-fck-ups-
    learn-to-set-an-seo-quality-assurance-framework

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  23. 3. Kill the ambiguous “it depends” and normalize
    SEO forecasting scenarios based on alternative
    execution progress to achieve similar results
    and set the right expectations if these are not
    executed.

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  24. https://bit.ly/3P9urR9
    SCENARIO 1
    SCENARIO 2
    ADVANCED WEB RANKING

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  25. 4. Always communicate the trade-off of not
    executing vs competitors, how behind they’ll
    end up falling & how much the same traffic
    would cost with PPC, to show how inexpensive
    SEO actually is vs other channels

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  26. ADVANCED WEB RANKING
    SEMRUSH

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  27. 5. Leverage AI based tools that facilitate the
    implementation of otherwise complex seo
    configuration in restrictive Web platforms

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  28. SIMILAR.AI
    WORDLIFT

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  29. 6. Leverage Edge SEO solutions to accelerate
    execution in bureaucratic scenarios to prove
    value and get buy-in to fully deploy changes

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  30. SEOCLARITY BOTIFY

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  31. 7. Normalize SEO testing to gain stakeholders
    support, to show how SEO execution won’t be
    detrimental and will also improve their own
    areas, eliminating ego and opinions from their
    execution

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  32. SEARCH PILOT
    SEOTESTING

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  33. Bonus: Leverage the power of AI/LLMS to make
    your SEO recommendations better integrated
    and more effective depending on the expected
    audience/stakeholders.

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  34. Thank you!
    * I’m Aleyda Solis SEO Consultant & Founder at Orainti


    * SEO Speaker at +100 Events in +20 countries


    * Author “SEO. Las Claves Esenciales.”


    * Crawling Mondays Video & Podcast Series Host


    * SEOFOMO & MarketingFOMO Newsletters Creator


    * Maker LearningSEO.io


    * European Search Personality of the Year in 2018


    * remoters.net Co-Founder

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